Methods of 1. competitor research

There are several main methods of competitor research:

First-hand information method: refers to obtaining competitors' information, such as products, prices, quality, services, channels, promotions, advertising, word-of-mouth, etc., through direct observation, access, trial, purchase, testing, etc. The advantage of this method is the authenticity and timeliness of the information, but the disadvantage is that the scope and depth of the information are limited, and the cost and risk are high.

Second-hand information method: refers to the use of existing public or semi-public information sources to obtain competitor information, such as newspapers, magazines, books, networks, databases, reports, exhibitions, conferences, experts, consulting agencies, etc. The advantage of this method is that the scope and depth of the information is wide, the cost and risk are low, and the disadvantage is that the authenticity and timeliness of the information are low, and there may be distortion and lag.

Third-hand information method: refers to the indirect way to obtain information about competitors, such as competitors' suppliers, customers, partners, employees, former employees, competitors, industry associations, government agencies, etc. The advantage of this method is the depth and sensitivity of the information, which can reveal the internal situation and hidden information of competitors. The disadvantage is that the authenticity and timeliness of the information are uncertain, and there may be deviations and misleading situations.

The methods of competitor research should be flexibly selected and combined according to different purposes, objects, environments and conditions to obtain the most comprehensive, accurate and valuable information.

Steps to 2. competitor research

The main steps of competitor research are as follows:

Determination of research objectives: to clarify the purpose, scope, content, standards and duration of the research, as well as the expected results and application scenarios of the research, to provide guidance and basis for the implementation and evaluation of the research.

Determine the research object: according to the research objectives, select the most relevant, most important, most influential competitors, as the research object, to avoid wasting time and resources on irrelevant or secondary competitors.

Collecting research information: according to the research object, using appropriate research methods, from multiple channels and angles, to obtain as much effective and useful competitor information as possible, including the competitor's basic situation, strategic direction, core competence, market performance, customer feedback, competitive advantage, competitive disadvantage, competitive opportunity, competitive threat, etc.

Analysis of research information: according to the research information, the use of reasonable analysis tools and methods, such as SWOT analysis, Porter's five forces analysis, value chain analysis, core competitiveness analysis, etc., to organize, summarize, compare, evaluate and explain the information of competitors, so as to reveal the characteristics, laws, trends, problems and opportunities of competitors.

Development of research report: refers to the preparation of a concise, clear and convincing competitor research report based on the analysis results, including research objectives, research objects, research methods, research information, research analysis, research conclusions, research suggestions, etc., as well as relevant data, charts, cases, etc., to provide reference and support for decision makers.

The steps of competitor research should be flexibly adjusted and optimized according to different situations to improve the efficiency and effectiveness of research.

3. Competitor Research Cases

There are many cases of competitor research. Here are only two examples. They are competitor research conducted by Shangpu Consulting for an automobile manufacturer and an e-commerce platform.

Automaker: The automaker is a leading domestic new energy vehicle company, facing fierce competition from home and abroad, especially the impact of Tesla. Champ Consulting conducted a competitor survey for the company, which included the following:

Research objectives: to understand Tesla's strategy, products, technology, market, brand, customers and other aspects of information, analysis of Tesla's strengths, weaknesses, opportunities and threats, put forward strategies and suggestions.

Research object: Tesla, as the world's largest new energy automobile enterprise, is the biggest competitor of the enterprise, and also the most worthy of learning and reference.

Research method: Using a combination of first-hand information method, second-hand information method and third-hand information method, Tesla's relevant information was collected from multiple channels and angles, such as official website, social media, news reports, industry reports, expert reviews, customer reviews, test drive experience, and market research.

Analytical information: Using tools and methods such as SWOT analysis, Porter's five-force analysis, value chain analysis, and core competitiveness analysis, Tesla's information was collated, summarized, compared, evaluated and interpreted, thus revealing the following characteristics of Tesla:

Advantages: Tesla has strong innovation ability and constantly introduces new technologies and products, such as automatic driving, battery, solar energy, etc., which is ahead of the industry level; Tesla has a unique brand image, attracting a large number of loyal fans and customers with environmental protection, fashion, high-end, intelligent and other characteristics; Tesla has an efficient direct sales mode, through the official website, experience store, service center and other ways, direct communication and transactions with customers save the cost and time of intermediate links; Tesla has a wide range of partners, has established good relations with governments, enterprises and institutions in many countries and regions, and has obtained support from policies, funds and resources.

Disadvantages: Tesla is facing high operating costs. Due to the continuous updating and investment of technology, as well as the continuous expansion and development of the market, Tesla's R & D, production, sales, service and other aspects of expenditure are very high, resulting in long-term losses and liabilities; Tesla is facing serious quality problems, due to the immaturity of technology and non-standard management, tesla's products often have failures, accidents, recalls, etc., which affect customer trust and satisfaction; Tesla is facing fierce competitive pressure. Due to the continuous development and change of the market, Tesla's competitors are increasing and strengthening, such as traditional automobile companies, emerging automobile companies, and other new energy automobile companies, which are all competing for market share and customer resources; Tesla is facing complex legal risks, as Tesla's technology and products involve many fields and aspects, such as safety, environmental protection, intellectual property rights, taxation, supervision, etc., Tesla is often subject to various lawsuits, investigations, penalties, etc., affecting Tesla's reputation and interests.

Opportunities: Tesla can use the market demand for new energy vehicles to continue to develop and promote more advanced, efficient, environmentally friendly, and economical new energy vehicles to meet the needs and preferences of different customers; Tesla can use its own technological advantages to expand And deepen applications and cooperation in other fields and aspects, such as energy, transportation, aviation, etc., to create more value and benefits; Tesla can use its brand influence, establish and strengthen communication and interaction with all parties, such as the government, the media, the public, etc., to increase Tesla's visibility and reputation; Tesla can use its own innovative spirit to continuously explore and try new models and methods, such as Sharing, subscription, leasing, etc., to provide customers with more choices and convenience.

Threats: Tesla may be affected by international trade. Since Tesla's products and services involve multiple countries and regions, Tesla may be subject to various trade barriers and sanctions, such as tariffs, quotas, bans, etc., which will affect Tesla's market expansion and profit realization; Tesla may be affected by changes in customer needs, because customer needs and preferences are constantly changing and diversified, tesla may not be able to adapt to and meet the needs of customers in time, resulting in the loss and complaint of customers; Tesla may be replaced by technology. As the development and innovation of technology are constantly improving and updating, Tesla may face the emergence and competition of more advanced and superior technologies, such as hydrogen energy, fuel cells, etc., which will affect Tesla's technological advantages and market position; Tesla may be opposed by the society, as Tesla's technology and products may have a certain impact and threat on the safety, environment, morality and other aspects of society, Tesla may be questioned and resisted by the society, such as protests, strikes, prohibitions, etc., affecting Tesla's social responsibility and public trust.

Report development: Based on the results of the analysis, Champ Consulting prepared a competitor research report for the company, which mainly includes the following aspects:

Research conclusion: Tesla is a new energy automobile enterprise with strong innovation ability and brand influence. It is the biggest competitor of the enterprise and the most worthy of learning and reference. Tesla has obvious advantages in technology, products, market, brand and other aspects, but there are also disadvantages in cost, quality, competition and risk. In the future development of Tesla, there are huge opportunities, tesla's strategy and actions have important implications and implications for the company's growth.

Research recommendations: The company should fully understand and respect Tesla's strength and status, and continuously strengthen its own competitiveness and core competitiveness, such as technology, products, brands, services, etc.; the company should pay close attention to and analyze Tesla's Dynamics and changes, timely adjustment and optimization of their own strategies and strategies, such as positioning, goals, combinations, channels, etc; the company should actively learn from Tesla's advantages and experience, innovate and improve its own models and methods, such as innovation, cooperation, communication, exploration, etc.; the company should effectively use and avoid Tesla's opportunities and threats, and seek And expand their own advantages and opportunities, such as needs, applications, cooperation, influence, etc.

E-commerce platform: This e-commerce platform is a leading comprehensive e-commerce platform in China, providing online transactions and distribution of a variety of goods and services, facing fierce competition from home and abroad, especially the challenge of Amazon. Champu Consulting conducted a competitor survey for the platform, which mainly included the following aspects:

Research objectives: to understand Amazon's strategy, products, technology, market, brand, customers and other aspects of information, analysis of Amazon's strengths, weaknesses, opportunities and threats, put forward strategies and suggestions.

Research object: Amazon, as the world's largest comprehensive e-commerce platform, is the biggest competitor of the platform, and it is also the most worthy of learning and reference.

Research method: using a combination of first-hand information method, second-hand information method and third-hand information method, from multiple channels and angles, collected Amazon-related information, such as official website, social media, news reports, industry reports, expert reviews, customer evaluation, shopping experience, market research, etc.

Analysis of information: The use of SWOT analysis, Porter five-force analysis, value chain analysis, core competitiveness analysis and other tools and methods, the information of Amazon is collated, summarized, compared, evaluated and interpreted, thus revealing the following characteristics of Amazon:

Advantages: Amazon has a huge variety of goods and services, covering books, music, videos, clothing, home, electronics, food, medicine, cloud computing, artificial intelligence and other fields and aspects, meeting the needs and preferences of different customers; Amazon has strong logistics and distribution capabilities, through its own warehouses, transportation, drones, rockets and other methods, realize fast, punctual and safe delivery of goods and services, and improve customer trust and satisfaction; Amazon has excellent technology and innovation capabilities, and constantly introduces and develops new technologies and products, such as Alexa, Echo, Kindle, Fire, etc., leading the industry; Amazon has a wide range of global markets, through the establishment and operation of many countries and regions, covering most of the world's customers and consumers, increasing market share and revenue streams.

Disadvantages: Amazon is facing high operating costs. Due to the wide variety of goods and services, as well as the high requirements of logistics and distribution, Amazon's expenditures on research and development, production, sales, and services are all very high, resulting in low profit margins and The possibility of loss; Amazon is facing serious competitive pressure. Due to the continuous development and change of the market, Amazon's competitors continue to increase and strengthen, for example, Alibaba, Wal-Mart, Jingdong, Pinduoduo, etc. are all competing for market share and customer resources; Amazon is facing complex legal risks. As Amazon's products and services involve multiple fields and aspects, Amazon is often subject to various lawsuits, investigations, penalties, etc., such as taxation, privacy, anti-monopoly, intellectual property rights, labor, etc., which affect Amazon's reputation and interests; Amazon is facing social opposition, as Amazon's goods and services may have a certain impact and threat on the safety, environment, morality and other aspects of society, Amazon may be questioned and resisted by the society, such as protests, strikes, bans, etc., affecting Amazon's social responsibility and public trust.

Opportunities: Amazon can use the market demand of e-commerce to continue to develop and promote more convenient, efficient and high-quality goods and services to meet the needs and preferences of different customers; Amazon can use its own technological advantages to expand and deepen applications and cooperation in other fields and aspects, such as energy, transportation, aviation, etc., to create more value and revenue; Amazon can use its brand influence, establish and strengthen communication and interaction with all parties, such as the government, the media, the public, etc., to improve Amazon's visibility and reputation; Amazon can use its own innovative spirit to continuously explore and try new models and methods, such as sharing, subscription, Rental, etc., to provide customers with more choices and convenience.

Threat: Amazon may be affected by international trade. Because Amazon's goods and services involve multiple countries and regions, Amazon may be subject to various trade barriers and sanctions, such as tariffs, quotas, bans, etc., which will affect Amazon's market expansion and profit realization; Amazon may be affected by changes in customer needs, because customer needs and preferences are constantly changing and diversified, amazon may not be able to adapt to and meet the needs of customers in time, resulting in the loss and complaint of customers; Amazon may be replaced by technology. As the development and innovation of technology are constantly improving and updating, Amazon may face the emergence and competition of more advanced and superior technologies, such as block chain, artificial intelligence, Internet of things, etc., which will affect Amazon's technological advantages and market position; Amazon may be opposed by the society, as Amazon's goods and services may have a certain impact and threat on the safety, environment, morality and other aspects of society, Amazon may be questioned and resisted by the society, such as protests, strikes, prohibitions, etc., affecting Amazon's social responsibility and public trust.

Development report: Based on the analysis results, Champ Consulting has prepared a competitor research report for the platform, which mainly includes the following aspects:

Research conclusion: Amazon is a comprehensive e-commerce platform with a huge variety of goods and services and strong logistics and distribution capabilities. It is the biggest competitor of the platform and the most worthy of learning and reference. Amazon has obvious advantages in goods, services, Technology, market and other aspects, but there are also disadvantages in cost, competition, risk, society and other aspects; amazon has both great opportunities and severe threats in its future development; Amazon's strategies and actions have important implications and implications for the development of the platform.

Research suggestion: the platform should fully understand and respect Amazon's strength and status, and constantly strengthen its own competitiveness and core competitiveness, such as goods, services, technologies, brands, services, etc.; the platform should pay close attention to and analyze Amazon's dynamics and changes, and timely adjust and optimize its own strategies and strategies, such as positioning, goals, combinations, channels, etc; the platform should actively learn and learn from Amazon's advantages and experience, innovate and improve its own models and methods, such as innovation, cooperation, communication, exploration, etc.; the platform should effectively use and avoid Amazon's opportunities and threats, and seek and expand its own Advantages and opportunities, such as demand, application, cooperation, influence, etc.