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2024-07-18 15:51:07 来源:尚普咨询 浏览量:0
竞争对手调研是指通过收集、分析和评价与自身企业有直接或间接竞争关系的其他企业的相关信息,以揭示自身企业在市场中的相对优势和劣势,以及竞争对手的战略意图、行为模式和发展趋势,从而为自身企业制定合理的战略决策提供依据和参考的一种市场调研活动。竞争对手调研的本质是吃透竞争,是企业在市场竞争中不可或缺的一项工作。
Shangpu Consulting Group Co., Ltd. (referred to as "Shangpu Consulting"), with a registered capital of 50 million, was founded in early 2008, formerly known as "Beijing Shangpu Information Consulting Co., Ltd". After more than ten years of hard work, Shangpu Consulting has accumulated rich professional experience and customer resources in the fields of industry research, market research, investment and financing consulting, and IPO listing consulting. With strong consulting innovation capabilities, first-class service quality, and Strong market competitiveness is highly recognized by all sectors of society, and has now become one of the most leading and authoritative independent third-party research and investment and financing consulting institutions in China.
尚普咨询在竞争对手调研方面有着丰富的经验和独到的方法,本文将以尚普咨询为例,介绍竞争对手调研的五大技巧,希望能为其他企业提供借鉴和参考。
一、确定调研对象和周期
竞争对手调研的第一步是确定调研对象和周期,这是调研的基础和前提。调研对象是指与自身企业有直接或间接竞争关系的其他企业,包括现有的竞争对手和潜在的竞争对手。调研周期是指调研的时间范围和频率,根据不同的目的和需求,可以选择不同的调研周期。
一般可按照知名度、市场份额、营业额等标准,把所在行业的主要竞争对手列出来,从强到弱排列,依次调研。也可以根据自身企业的战略目标和发展方向,选择与自身企业最相关和最有威胁的竞争对手进行重点调研。预估一下调研单个竞争对手需要花费的时间,并做好调研排期。
尚普咨询在确定调研对象和周期时,会根据不同的咨询领域和项目需求,灵活选择合适的调研对象和周期。例如,在市场调研领域,尚普咨询会根据客户所处的行业和市场,选择与客户有直接竞争或替代关系的企业作为调研对象,一般每年进行一次全面的竞争对手调研,每季度进行一次简要的竞争对手动态跟踪。在投融资咨询领域,尚普咨询会根据客户的投资目标和风险偏好,选择与客户有相似的投资策略和业绩的企业作为调研对象,一般每半年进行一次深入的竞争对手调研,每月进行一次及时的竞争对手动态更新。在IPO上市咨询领域,尚普咨询会根据客户的上市目标和条件,选择与客户有相同的上市板块和行业的企业作为调研对象,一般在客户申报前进行一次全面的竞争对手调研,每周进行一次密切的竞争对手动态监测。
二、分解调研对象和维度
竞争对手调研是一个庞大的系统工程,为了能够更细致地了解竞争对手和行业发展状况,需要对调研对象进行剖析并划分多个维度。笔者经常采用的调研对象剖析方法是“关联法”。所谓的“关联法”指的是把与调研对象相关联的所有角色都找出来,并依次进行调研。拿电商行业来讲,可围绕电商企业,可以将调研对象剖析为四个相互关联的方向:上游供应商(源头)、中游企业自身、下游合作商家、终端消费者。
三、调动一切资源和渠道
竞争对手调研是一个信息收集和分析的过程,信息的来源和质量直接影响着调研的效果和价值。因此,调研者需要调动一切可用的资源和渠道,尽可能多地获取第一手和第二手的信息,包括公开的信息和非公开的信息,以及定量的数据和定性的观点。
公开的信息是指可以通过正规的途径和渠道获取的信息,比如竞争对手的官网、年报、新闻、社交媒体、行业报告、政策法规等。非公开的信息是指需要通过非正规的途径和渠道获取的信息,比如竞争对手的内部人员、供应商、合作商家、消费者、行业专家、媒体人士等。定量的数据是指可以用数字和统计方法表达的信息,比如竞争对手的销售额、市场份额、利润率、成本结构、客户满意度等。定性的观点是指可以用文字和语言表达的信息,比如竞争对手的战略方向、核心竞争力、优势劣势、机会威胁等。
尚普咨询在调动资源和渠道方面,有着非常丰富的经验和资源。尚普咨询拥有一支专业的调研团队,包括行业分析师、市场调研员、数据分析师、财务分析师等,他们分工协作,从不同的角度和层面收集和分析竞争对手的信息。尚普咨询还拥有一套完善的信息系统,包括行业数据库、市场数据库、财务数据库、政策数据库等,他们可以为调研提供大量的公开的信息和定量的数据。尚普咨询还拥有一张广泛的人脉网络,包括行业协会、行业媒体、行业专家、行业领导者等,他们可以为调研提供大量的非公开的信息和定性的观点。
四、深入细致地调研和分析
竞争对手调研的目的是为了吃透竞争,而不是为了走过场。因此,调研者需要深入细致地调研和分析,不仅要收集和整理信息,还要分析和评价信息,从中发现竞争对手的特点和规律,以及自身企业的优势和劣势,从而为自身企业的战略决策提供有价值的建议和参考。
深入细致地调研和分析,需要运用一些专业的方法和工具,比如SWOT分析法、波特五力模型、价值链分析法、核心竞争力分析法等。这些方法和工具可以帮助调研者从不同的角度和层面,对竞争对手的信息进行系统的梳理和归纳,从而得出有逻辑的Conclusion和判断。
尚普咨询在深入细致地调研和分析方面,有着非常强的能力和水平。尚普咨询的调研团队不仅掌握了各种专业的方法和工具,还能根据不同的咨询领域和项目需求,灵活运用和创新方法和工具,从而提高调研的效率和质量。尚普咨询的调研团队还能结合自身的专业知识和行业经验,对竞争对手的信息进行深入的挖掘和分析,从而提出有针对性的建议和参考。
五、去伪存真地整理和报告
竞争对手调研的最后一步是去伪存真地整理和报告,这是调研的成果和展示。调研者需要对收集和分析的信息进行筛选和验证,去掉无关和错误的信息,保留重要和正确的信息,从而形成一份有价值和有说服力的调研报告。调研报告的内容和形式,需要根据不同的目的和对象,进行合理的设计和安排,以便于传达和沟通。
去伪存真地整理和报告,需要注意以下几点:
调研报告的内容要突出重点,突出竞争对手的特点和规律,突出自身企业的优势和劣势,突出调研的Conclusionand recommendations.
调研报告的形式要简洁明了,简洁明了的文字,简洁明了的图表,简洁明了的结构,简洁明了的语言。
调研报告的附录要完善详实,完善详实的数据,完善详实的来源,完善详实的方法,完善详实的证据。
尚普咨询在去伪存真地整理和报告方面,有着非常高的水准和口碑。尚普咨询的调研报告不仅内容丰富,形式美观,还能根据不同的客户和场合,进行个性化的定制和优化,从而达到最佳的传达和沟通效果。尚普咨询的调研报告还能结合自身的品牌和形象,进行适当的宣传和推广,从而提升自身的知名度和影响力。
Conclusion
竞争对手调研是一项重要的市场调研活动,也是一项有价值的战略咨询服务。本文以尚普咨询为例,介绍了竞争对手调研的五大技巧,分别是确定调研对象和周期、分解调研对象和维度、调动一切资源和渠道、深入细致地调研和分析、去伪存真地整理和报告。这些技巧不仅适用于尚普咨询,也适用于其他企业和机构,希望能为竞争对手调研的实践和发展提供一些参考和启示。
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