Competitor research refers to the collection, analysis and evaluation of relevant information of other enterprises that have direct or indirect competitive relationship with their own enterprises, so as to reveal the relative advantages and disadvantages of their own enterprises in the market, as well as the strategic intention, behavior pattern and development trend of competitors, so as to provide a basis and reference for their own enterprises to make reasonable strategic decisions. The essence of competitor research is to thoroughly understand the competition, which is an indispensable work for enterprises in the market competition.

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.

Shangpu Consulting has rich experience and unique methods in competitor research. This article will take Shangpu Consulting as an example to introduce the five skills of competitor research, hoping to provide reference and reference for other enterprises.

1. determine the research object and period

The first step in competitor research is to determine the research object and cycle, which is the basis and premise of the research. The research object refers to other enterprises that have direct or indirect competition with their own enterprises, including existing competitors and potential competitors. Research cycle refers to the time range and frequency of research, according to different purposes and needs, you can choose different research cycle.

Generally, according to the criteria of popularity, market share and turnover, the main competitors in the industry can be listed, from strong to weak, and then investigated in turn. You can also choose the most relevant and most threatening competitors to conduct key research according to your own company's strategic goals and development direction. Estimate the time it takes to research a single competitor and schedule the research.

When determining the research object and cycle, Champ Consulting will flexibly select the appropriate research object and cycle according to different consulting fields and project needs. For example, in the field of market research, according to the industry and market in which the customer is located, Shangpu Consulting selects enterprises that have direct competition or substitution relationship with the customer as the research object, and generally conducts a comprehensive competitor research once a year and a brief competitor dynamic tracking every quarter. In the field of investment and financing consulting, Shangpu Consulting will select companies with similar investment strategies and performance as clients based on their investment objectives and risk preferences. Generally, it conducts in-depth competitor research every six months and conducts timely competitor dynamic updates once a month. In the field of IPO listing consulting, Shangpu Consulting will select companies with the same listed sectors and industries as customers according to their listing objectives and conditions. Generally, it will conduct a comprehensive competitor survey before the customer declaration and conduct close competitor dynamic monitoring once a week.

2. decomposition of research objects and dimensions

Competitor research is a huge system engineering, in order to be able to more detailed understanding of competitors and industry development, it is necessary to analyze the research object and divide it into multiple dimensions. The author often uses the research object analysis method is the "correlation method". The so-called "correlation method" refers to finding out all the roles associated with the research object and conducting the research in turn. Take the e-commerce industry as an example, around e-commerce enterprises, the research object can be analyzed into four interrelated directions: upstream suppliers (source), midstream enterprises themselves, downstream partners, end consumers.

3. mobilize all resources and channels

Competitor research is a process of information collection and analysis, and the source and quality of information directly affect the effectiveness and value of the research. Therefore, researchers need to mobilize all available resources and channels to obtain as much first-hand and second-hand information as possible, including public information and non-public information, as well as quantitative data and qualitative views.

Public information refers to information that can be obtained through formal channels and channels, such as competitors' official websites, annual reports, news, social media, industry reports, policies and regulations, etc. Non-public information refers to information that needs to be obtained through informal channels and channels, such as competitors' insiders, suppliers, cooperative businesses, consumers, industry experts, media people, etc. Quantitative data refers to information that can be expressed numerically and statistically, such as competitor sales, market share, profit margins, cost structure, customer satisfaction, etc. Qualitative point of view refers to the information that can be expressed in words and language, such as the strategic direction of competitors, core competitiveness, advantages and disadvantages, opportunities and threats.

Champ Consulting has very rich experience and resources in mobilizing resources and channels. Shangpu Consulting has a professional research team, including industry analysts, market researchers, data analysts, financial analysts, etc. They work together to collect and analyze competitor information from different angles and levels. Shangpu Consulting also has a complete set of information systems, including industry databases, market databases, financial databases, policy databases, etc. They can provide a large amount of public information and quantitative data for research. Shangpu Consulting also has an extensive network of contacts, including industry associations, industry media, industry experts, industry leaders, etc., who can provide a large amount of non-public information and qualitative opinions for research.

4. in-depth and detailed research and analysis

The purpose of competitor research is to understand the competition, not to go through the motions. Therefore, researchers need to conduct in-depth and detailed research and analysis, not only to collect and organize information, but also to analyze and evaluate information, from which to discover the characteristics and laws of competitors, as well as the advantages and disadvantages of their own enterprises, so as to provide valuable suggestions and references for their own strategic decisions.

In-depth and detailed research and analysis requires the use of some professional methods and tools, such as SWOT analysis, Porter's five-force model, value chain analysis, core competitiveness analysis and so on. These methods and tools can help investigators systematically sort out and summarize competitors' information from different angles and levels, so as to arrive at a logicalConclusionand judgment.

Champ Consulting has a very strong ability and level in in-depth and detailed research and analysis. The research team of Shangpu Consulting not only has mastered various professional methods and tools, but also can flexibly use and innovate methods and tools according to different consulting fields and project needs, so as to improve the efficiency and quality of research. The research team of Shangpu Consulting can also combine its own professional knowledge and industry experience to conduct in-depth mining and analysis of competitors' information, so as to put forward targeted suggestions and references.

5. sort out and report the truth

The final step in competitor research is to sort out and report the results and presentation of the research. The researcher needs to screen and verify the information collected and analyzed, remove irrelevant and erroneous information, and retain important and correct information, so as to form a valuable and convincing research report. The content and form of the research report need to be reasonably designed and arranged according to different purposes and objects, so as to facilitate communication and communication.

The following points should be paid attention to in sorting out and reporting the truth:

The content of the research report should highlight the key points, highlight the characteristics and laws of competitors, highlight the advantages and disadvantages of their own enterprises, and highlight the researchConclusionand recommendations.

The form of the research report should be concise and clear, concise and clear text, concise and clear charts, concise and clear structure, concise and clear language.

The appendix of the research report should be perfect and detailed, perfect and detailed data, perfect and detailed sources, perfect and detailed methods, perfect and detailed evidence.

Champ Consulting has a very high standard and reputation in sorting out and reporting the truth. The research report of Shangpu Consulting is not only rich in content and beautiful in form, but also can be customized and optimized according to different customers and occasions, so as to achieve the best communication and communication effect. The research report of Shangpu Consulting can also combine its own brand and image to carry out appropriate publicity and promotion, so as to enhance its own popularity and influence.

Conclusion

Competitor research is an important market research activity and a valuable strategic consulting service. Taking Shangpu Consulting as an example, this paper introduces the five skills of competitor research, namely, determining the research object and cycle, decomposing the research object and dimension, mobilizing all resources and channels, in-depth and detailed research and analysis, and sorting and reporting. These skills are not only applicable to Shangpu Consulting, but also applicable to other enterprises and institutions, hoping to provide some reference and enlightenment for the practice and development of competitor research.