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2024-07-18 15:51:30 来源:尚普咨询 浏览量:0
竞争对手调研是指对企业所处的行业和市场中的现有或潜在的竞争对手进行系统的收集、分析和评估,以获取有关竞争对手的战略、目标、能力、行为、优势和劣势等方面的信息,从而为企业制定有效的竞争策略提供依据和指导 。竞争对手调研的目的主要有以下几点:
了解竞争对手的基本情况,如规模、地位、产品、服务、市场份额、财务状况、成本结构、盈利水平等,以评估竞争对手的实力和威胁程度。
了解竞争对手的战略意图,如愿景、使命、目标、价值观、核心竞争力、战略方向、战略选择、战略行动等,以预测竞争对手的未来动向和可能的反应。
了解竞争对手的优势和劣势,如资源、能力、技术、创新、品牌、渠道、客户、质量、服务、价格、信誉等,以确定自身的竞争优势和劣势,以及竞争对手的机会和威胁。
了解竞争对手的行为和反应,如市场进入、产品开发、价格变动、促销活动、合作伙伴、收购兼并、诉讼纠纷、危机应对等,以制定相应的竞争策略和应对措施。
竞争对手调研的步骤一般包括以下几个阶段:
确定竞争对手调研的目标和范围,即明确要调研哪些竞争对手,以及要获取哪些方面的信息。
收集竞争对手的相关信息,即利用各种渠道和方法,如公开资料、网络搜索、行业报告、市场调查、专家访谈、秘密顾客、间谍活动等,获取尽可能多的有效和可靠的竞争对手信息。
分析竞争对手的信息,即运用各种工具和模型,如SWOT分析、波特五力模型、价值链分析、战略群分析、竞争地图分析等,对竞争对手的信息进行整理、归类、比较、评估和解释,以揭示竞争对手的特征、规律和趋势。
评估竞争对手的影响,即根据竞争对手的信息分析结果,判断竞争对手对企业的影响程度和方向,如竞争对手的实力、威胁、机会、反应等,以确定竞争对手的优先级和关注度。
制定竞争策略和行动计划,即根据竞争对手的影响评估结果,选择适合的竞争策略和行动计划,如攻击、防御、合作、规避、适应等,以应对竞争对手的挑战和利用竞争对手的机会。
竞争对手调研的方法和工具有很多种,其中一些常用的如下:
SWOT分析,即分析竞争对手的优势(Strengths)、劣势(Weaknesses)、机会(Opportunities)和威胁(Threats),以评估竞争对手的综合竞争力和发展潜力。SWOT分析可以用以下的来表示:
优势 劣势
机会 SO策略:利用优势抓住机会 WO策略:克服劣势抓住机会
威胁 ST策略:利用优势应对威胁 WT策略:克服劣势应对威胁
波特五力模型,即分析竞争对手所处的行业的五个基本力量,即供应商的议价能力、买方的议价能力、新进入者的威胁、替代品的威胁和行业内的竞争程度,以评估竞争对手的行业吸引力和盈利能力。波特五力模型可以用以下的图形来表示:
!波特五力模型
价值链分析,即分析竞争对手的价值链,即竞争对手为提供产品或服务而进行的一系列活动,包括主要活动(如采购、生产、销售、服务等)和辅助活动(如技术、人力、财务等),以评估竞争对手的成本结构和价值创造能力。价值链分析可以用以下来表示:
尚普咨询公司是一家专业的竞争对手调研服务提供商,拥有丰富的行业经验和专业知识,为客户提供定制化的竞争对手调研方案和报告,帮助客户制定有效的竞争策略和行动计划。以下是尚普咨询公司为客户提供的竞争对手调研服务的案例,展示了竞争对手调研的实际应用和效果。
案例一:某家汽车制造商想要进入中国市场,但面临着激烈的竞争和复杂的法规。尚普咨询公司为该客户提供了中国汽车市场的竞争对手调研服务,包括对主要竞争对手的基本情况、战略意图、优势和劣势、行为和反应等方面的分析,以及对中国汽车市场的五力模型、价值链、市场细分、消费者需求等方面的分析。尚普咨询公司还为该客户制定了针对中国市场的竞争策略和行动计划,如选择合适的合作伙伴、定位合适的目标市场、开发合适的产品和服务、制定合适的价格和促销策略等。该客户在尚普咨询公司的帮助下,成功地进入了中国市场,并在短期内获得了良好的市场反响和销售业绩。
案例二:某家电子商务平台想要提升自身的竞争力和盈利能力,但面临着来自亚马逊、阿里巴巴等巨头的压力和挑战。尚普咨询公司为该客户提供了电子商务行业的竞争对手调研服务,包括对主要竞争对手的SWOT分析、战略群分析、竞争地图分析等,以及对电子商务行业的趋势、机会、威胁等方面的分析。尚普咨询公司还为该客户制定了针对电子商务行业的竞争策略和行动计划,如突出自身的核心竞争力、拓展新的市场和渠道、创新新的产品和服务、提升客户的忠诚度和满意度等。该客户在尚普咨询公司的帮助下,成功地提升了自身的竞争力和盈利能力,并在电子商务行业中占据了一席之地。
综上所述,竞争对手调研是企业制定竞争策略的重要环节,它可以帮助企业了解竞争对手的情况和影响,从而制定有效的竞争策略和行动计划。尚普咨询公司是一家专业的竞争对手调研服务提供商,为客户提供定制化的竞争对手调研方案和报告,帮助客户在竞争激烈的市场中取得优势和成功。
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