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Ten examples of competitor research: learn from these successful companies

2024-07-18 15:51:42 来源：尚普咨询浏览量：0

一、苹果公司：通过竞争对手调研创新产品和服务

苹果公司是一家以创新著称的科技公司，它的产品和服务在全球拥有众多的忠实用户和粉丝。苹果公司如何保持其创新优势和市场领先地位呢？竞争对手调研是其重要的手段之一。苹果公司不断地监测和分析其竞争对手的产品和服务，从中发现其优点和缺点，然后结合自己的核心竞争力和用户需求，创造出更优秀的产品和服务。例如，苹果公司在推出iPhone之前，就对当时的智能手机市场进行了深入的调研，发现了诺基亚、摩托罗拉等竞争对手的产品存在的问题，如复杂的操作系统、低效的触摸屏、不便的键盘等，于是设计出了一款拥有简洁的界面、高灵敏的触摸屏、无键盘的革命性的智能手机，从而开创了智能手机的新时代。同样，苹果公司在推出iPad之前，也对当时的平板电脑市场进行了调研，发现了微软、戴尔等竞争对手的产品存在的问题，如重量过大、电池续航短、功能单一等，于是设计出了一款轻便的、续航长的、多功能的平板电脑，从而创造了平板电脑的新市场。苹果公司通过竞争对手调研，不断地创新产品和服务，从而保持了其在科技行业的领先地位。

2.星巴克公司：通过竞争对手调研扩展市场和渠道

星巴克公司是一家全球知名的咖啡连锁店，它的使命是“激发和滋养人类精神，一杯、一个人、一个社区一次”。星巴克公司如何实现其使命和愿景呢？竞争对手调研是其重要的手段之一。星巴克公司不断地监测和分析其竞争对手的市场和渠道，从中发现其机会和威胁，然后结合自己的品牌和文化，扩展自己的市场和渠道。例如，星巴克公司在进入中国市场之前，就对当时的咖啡市场进行了调研，发现了其竞争对手的优势和劣势，如麦当劳、肯德基等快餐店的价格低廉、便捷，但缺乏咖啡文化和氛围；如上岛咖啡、香啡缤等本土咖啡店的文化贴近、氛围优良，但缺乏品牌影响力和规模效应。于是，星巴克公司结合自己的品牌和文化，设计出了一种适合中国市场的咖啡店模式，既保留了其高品质的咖啡和服务，又融入了中国的元素和特色，如中式的装饰、茶饮的供应、本土的合作等，从而赢得了中国消费者的喜爱和认可。同样，星巴克公司在扩展其渠道之前，也对当时的咖啡渠道进行了调研，发现了其竞争对手的机会和威胁，如雀巢、麦斯威尔等速溶咖啡的便利性、普及性，但缺乏品质感和体验感；如蓝瓶咖啡、星巴克自己的专卖店的品质感、体验感，但缺乏便利性和普及性。于是，星巴克公司结合自己的品牌和文化，推出了一系列的咖啡渠道，既保证了其咖啡的品质和体验，又提高了其咖啡的便利性和普及性，如即饮咖啡、冷萃咖啡、咖啡胶囊、咖啡机等，从而扩大了其咖啡的覆盖范围和影响力。星巴克公司通过竞争对手调研，不断地扩展市场和渠道，从而实现了其在咖啡行业的全球领导地位。

三、宜家公司：通过竞争对手调研降低成本和提高效率

宜家公司是一家全球知名的家居用品零售商，它的愿景是“为更多的人创造更美好的日常生活”。宜家公司如何实现其愿景和目标呢？竞争对手调研是其重要的手段之一。宜家公司不断地监测和分析其竞争对手的成本和效率，从中发现其潜力和风险，然后结合自己的理念和模式，降低自己的成本和提高自己的效率。例如，宜家公司在设计其产品之前，就对当时的家居用品市场进行了调研，发现了其竞争对手的成本和效率的问题，如传统的家具制造商的生产成本高、物流成本高、库存成本高、销售成本高等，导致其产品的价格高、利润低、市场受限。于是，宜家公司结合自己的理念和模式，设计出了一种低成本、高效率的产品和服务，既满足了消费者的需求和品味，又节省了资源。

四、沃尔玛公司：通过竞争对手调研优化价格和服务

沃尔玛公司是一家全球知名的零售巨头，它的口号是“低价每一天”。沃尔玛公司如何实现其口号和目标呢？竞争对手调研是其重要的手段之一。沃尔玛公司不断地监测和分析其竞争对手的价格和服务，从中发现其差异和优势，然后结合自己的规模和技术，优化自己的价格和服务。例如，沃尔玛公司在制定其价格策略之前，就对当时的零售市场进行了调研，发现了其竞争对手的价格和服务的问题，如传统的百货商店的价格高、折扣少、服务一般，如亚马逊等电商平台的价格低、折扣多、服务好，但缺乏实体店的体验和信任。于是，沃尔玛公司结合自己的规模和技术，优化了自己的价格和服务，既保持了其在实体店的低价优势，又提升了其在电商平台的竞争力，如推出了价格匹配、免费送货、无接触取货等服务，从而满足了不同类型的消费者的需求和偏好。沃尔玛公司通过竞争对手调研，不断地优化价格和服务，从而实现了其在零售行业的全球领导地位。

五、可口可乐公司：通过竞争对手调研创造品牌和文化

可口可乐公司是一家全球知名的饮料制造商，它的愿景是“刷新世界，激发乐观，创造价值”。可口可乐公司如何实现其愿景和目标呢？竞争对手调研是其重要的手段之一。可口可乐公司不断地监测和分析其竞争对手的品牌和文化，从中发现其特点和差异，然后结合自己的历史和故事，创造自己的品牌和文化。例如，可口可乐公司在塑造其品牌形象之前，就对当时的饮料市场进行了调研，发现了其竞争对手的品牌和文化的问题，如百事可乐等碳酸饮料的品牌形象年轻、活力、潮流，但缺乏情感和温度；如红牛等功能饮料的品牌形象强劲、刺激、挑战，但缺乏亲和和共鸣。于是，可口可乐公司结合自己的历史和故事，创造了自己的品牌和文化，既保持了其作为碳酸饮料的本质和特色，又赋予了其更多的情感和温度，如推出了“开启幸福”、“分享可乐”、“可口可乐圣诞老人”等品牌形象和文化符号，从而打动了全球消费者的心灵和情感。可口可乐公司通过竞争对手调研，不断地创造品牌和文化，从而实现了其在饮料行业的全球领导地位。

六、尚普咨询公司：通过竞争对手调研提供定制化和专业化的咨询服务

尚普咨询公司是一家专业的管理咨询公司，它的使命是“帮助客户实现卓越的业绩和可持续的发展”。尚普咨询公司如何实现其使命和目标呢？竞争对手调研是其重要的手段之一。尚普咨询公司不断地监测和分析其竞争对手的咨询服务，从中发现其模式和方法，然后结合自己的专业和经验，提供定制化和专业化的咨询服务。例如，尚普咨询公司在为某家汽车制造商提供咨询服务之前，就对当时的咨询市场进行了调研，发现了其竞争对手的咨询服务的问题，如麦肯锡、波士顿等国际咨询公司的咨询服务标准化、通用化、理论化，但缺乏针对性、实效性、创新性；如本土的咨询公司的咨询服务针对性、实效性、创新性，但缺乏标准化、通用化、理论化。于是，尚普咨询公司结合自己的专业和经验，提供了一种定制化和专业化的咨询服务，既遵循了国际咨询的标准和方法，又考虑了本土市场的特点和需求，如为客户设计了一套适合其发展阶段和战略目标的组织结构、流程优化、人力资源管理、市场营销等方面的咨询方案，从而帮助客户提升了其在汽车行业的竞争力和市场份额。尚普咨询公司通过竞争对手调研，不断地提供定制化和专业化的咨询服务，从而实现了其在咨询行业的专业地位。

七、迪士尼公司：通过竞争对手调研丰富内容和形式

迪士尼公司是一家全球知名的娱乐和媒体公司，它的愿景是“成为全球最具创意的公司”。迪士尼公司如何实现其愿景和目标呢？竞争对手调研是其重要的手段之一。迪士尼公司不断地监测和分析其竞争对手的内容和形式，从中发现其趋势和变化，然后结合自己的资源和能力，丰富自己的内容和形式。例如，迪士尼公司在制作其动画电影之前，就对当时的动画市场进行了调研，发现了其竞争对手的内容和形式的问题，如梦工厂、皮克斯等动画公司的内容和形式多样化、创新化、现代化，但缺乏经典性、传统性、情感性；如日本的动画公司的内容和形式经典性、传统性、情感性，但缺乏多样化、创新化、现代化。于是，迪士尼公司结合自己的资源和能力，丰富了自己的内容和形式，既保留了其作为动画电影的先驱和领导者的经典性、传统性、情感性，又引入了多样性文化。

八、耐克公司：通过竞争对手调研塑造形象和口碑

耐克公司是一家全球知名的运动品牌，它的口号是“Just Do It”。耐克公司如何实现其口号和目标呢？竞争对手调研是其重要的手段之一。耐克公司不断地监测和分析其竞争对手的形象和口碑，从中发现其优势和劣势，然后结合自己的产品和理念，塑造自己的形象和口碑。例如，耐克公司在选择其代言人之前，就对当时的运动市场进行了调研，发现了其竞争对手的形象和口碑的问题，如阿迪达斯、彪马等运动品牌的形象和口碑传统、保守、稳健，但缺乏创新、激情、个性；如安德玛、李宁等运动品牌的形象和口碑创新、激情、个性，但缺乏传统、保守、稳健。于是，耐克公司结合自己的产品和理念，塑造了自己的形象和口碑，既继承了其作为运动品牌的传统、保守、稳健，又展现了其作为运动品牌的创新、激情、个性，如选择了迈克尔·乔丹、蒂格·伍兹、科比·布莱恩特等具有传奇色彩和个人魅力的运动员作为其代言人，从而提升了其在运动市场的形象和口碑。

九、亚马逊公司：通过竞争对手调研拓展业务和领域

亚马逊公司是一家全球知名的电子商务和科技公司，它的愿景是“成为地球上最以客户为中心的公司”。亚马逊公司如何实现其愿景和目标呢？竞争对手调研是其重要的手段之一。亚马逊公司不断地监测和分析其竞争对手的业务和领域，从中发现其机会和威胁，然后结合自己的技术和资源，拓展自己的业务和领域。例如，亚马逊公司在进入云计算市场之前，就对当时的云计算市场进行了调研，发现了其竞争对手的业务和领域的问题，如微软、谷歌等科技公司的云计算业务和领域专业、强大、先进，但缺乏灵活、便捷、经济；如本土的云计算公司的云计算业务和领域灵活、便捷、经济，但缺乏专业、强大、先进。于是，亚马逊公司结合自己的技术和资源，拓展了自己的云计算业务和领域，既保证了其在云计算市场的专业、强大、先进，又提供了其在云计算市场的灵活、便捷、经济，如推出了亚马逊网络服务（AWS），从而成为了云计算市场的领导者。

十、奥利奥饼干：通过竞争对手调研适应市场和文化

奥利奥饼干是一款全球知名的夹心饼干，它的口号是“奥利奥，让世界充满乐趣”。奥利奥饼干如何实现其口号和目标呢？竞争对手调研是其重要的手段之一。奥利奥饼干不断地监测和分析其竞争对手的市场和文化，从中发现其需求和偏好，然后结合自己的产品和理念，适应自己的市场和文化。例如，奥利奥饼干在进入中国市场之前，就对当时的饼干市场进行了调研，发现了其竞争对手的市场和文化的问题，如国内的饼干品牌的市场和文化贴近、适应、符合，但缺乏创新、变化、趣味；如国外的饼干品牌的市场和文化创新、变化、趣味，但缺乏贴近、适应、符合。于是，奥利奥饼干结合自己的产品和理念，适应了自己的市场和文化，既保持了其作为夹心饼干的创新、变化、趣味，又考虑了中国市场的贴近、适应、符合，如推出了绿茶味、芝士味、冰淇淋味等不同口味的奥利奥饼干，从而赢得了中国消费者的青睐和喜爱。

Conclusion

竞争对手调研是一种有效的分析和评估竞争环境的方法，它可以帮助企业了解自己的优势和劣势，发现潜在的机会和威胁，制定有效的战略和行动计划。本文通过十个案例，展示了不同行业和领域的企业如何利用竞争对手调研来提升自己的竞争力和市场地位，以及从中可以学习到的经验和启示。这些案例包括苹果公司、星巴克公司、宜家公司、沃尔玛公司、可口可乐公司、尚普咨询公司、迪士尼公司、耐克公司、亚马逊公司和奥利奥饼干。这些企业通过竞争对手调研，分别实现了以下目标：

通过竞争对手调研创新产品和服务，如苹果公司；

通过竞争对手调研扩展市场和渠道，如星巴克公司；

通过竞争对手调研降低成本和提高效率，如宜家公司；

通过竞争对手调研优化价格和服务，如沃尔玛公司；

通过竞争对手调研创造品牌和文化，如可口可乐公司；

通过竞争对手调研提供定制化和专业化的咨询服务，如尚普咨询公司；

通过竞争对手调研丰富内容和形式，如迪士尼公司；

通过竞争对手调研塑造形象和口碑，如耐克公司；

通过竞争对手调研拓展业务和领域，如亚马逊公司；

通过竞争对手调研适应市场和文化，如奥利奥饼干。

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Market Entry Advisory	Floor module	Landing implementation recommendations	Long-term cooperation
Business investment due diligence	Target industry market investment value due diligence	Industry Benchmarking Enterprise Research	Target Enterprise Credit Assessment Report	Project investment due diligence
industry planning	Market research	market access	development strategy	investment location	Acquisition and integration	IPO Fundraising
Credit Report	Basic information	Major Events	Production/Operation Network	enterprise scale	Operating strength	Financial strength	Legal risk
Credit Report	Future business prediction	Overall credit rating	cooperative risk warning
Brand/Sales Proof	Market Share Proof	Market Share Proof	Proof of brand strength	Industry Proof	Specialized new proof	Proof of sales strength	Proof of technological leadership
Brand/Sales Proof	National/Global Status Certificate

Service advantages

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise

Focus on production and research

15 Year

Champ Consulting has been established for 15 years.

48 Intellectual Property Rights

Independent methodology

80% of the information comes from first-hand research.
massive data

118 Billionth

Self-built database 11.8 billion

Covering 1978 industries in China

0.1 billion new data per year

Industry Big Data Platform
Research Team

118 +

Have a 300 team of professional consultants

Practical operation and management experience of top enterprises

88% of members have international PMP certificates
Intellectual Property

48 Item

Independent methodology

48 independent intellectual property rights

high-tech enterprise

Industry Big Data Platform

Customer Evaluation

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise