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Competitor analysis methods and techniques

2024-07-18 15:51:59 来源：尚普咨询浏览量：0

Purpose of Competitor Analysis

竞争对手分析的目的是通过收集、整理和分析竞争对手的相关信息，从多个维度评估竞争对手的实力、战略、行为和动向，从而为企业制定合理的竞争策略提供依据。具体来说，竞争对手分析可以帮助企业实现以下目标：

寻找对手成功之道。通过分析竞争对手的产品、服务、品牌、渠道、价格、促销等要素，找出竞争对手的核心竞争力和优势所在，从中学习和借鉴。

分析竞争对手的竞争策略。通过分析竞争对手的目标、定位、差异化、创新等方面，了解竞争对手的竞争思路和行动方案，预测竞争对手的未来动向和可能的反应。

找到竞争对手的战略弱点。通过分析竞争对手的劣势、风险、威胁、制约等方面，发现竞争对手的薄弱环节和漏洞，寻找突破口和机会。

分析竞争对手占领的消费者心智点。通过分析竞争对手的品牌形象、口碑、忠诚度、满意度等方面，了解竞争对手在消费者心中的地位和影响，找出自己与竞争对手的差距和优势。

寻找差异化可能性。通过分析竞争对手的同质化程度、替代性、互补性等方面，找出自己与竞争对手的相似点和不同点，创造自己的独特价值和卖点。

找到自己在行业中的突破点。通过分析竞争对手的市场份额、增长率、利润率等方面，了解自己在行业中的地位和潜力，确定自己的目标市场和细分市场，选择合适的竞争方式和模式。

竞争对手分析的内容

竞争对手分析的内容可以分为两大类：基本信息和战略信息。基本信息是指竞争对手的一般情况，如企业概况、发展历程、组织结构、财务状况、人力资源等。战略信息是指竞争对手的战略要素，如产品策略、品牌策略、渠道策略、价格策略、促销策略、创新策略等。具体来说，竞争对手分析的内容可以包括以下几个方面：

企业概况。包括竞争对手的名称、地址、电话、网址、法人代表、注册资本、股东结构、经营范围、主要产品、主要客户、主要合作伙伴等基本信息。

发展历程。包括竞争对手的成立时间、发展阶段、重大事件、里程碑、荣誉奖项、社会责任等发展信息。

组织结构。包括竞争对手的组织形式、组织架构、管理层、核心团队、部门职能、决策流程等组织信息。

财务状况。包括竞争对手的营业收入、营业成本、营业利润、净利润、资产负债、现金流量、财务比率等财务信息。

人力资源。包括竞争对手的员工数量、员工结构、员工素质、员工培训、员工激励、员工福利、员工流动等人力信息。

产品策略。包括竞争对手的产品种类、产品特点、产品功能、产品质量、产品创新、产品生命周期、产品组合、产品定位等产品信息。

品牌策略。包括竞争对手的品牌名称、品牌标识、品牌形象、品牌口号、品牌理念、品牌文化、品牌传播、品牌忠诚等品牌信息。

渠道策略。包括竞争对手的渠道类型、渠道层级、渠道覆盖、渠道控制、渠道合作、渠道冲突、渠道创新等渠道信息。

价格策略。包括竞争对手的价格水平、价格结构、价格弹性、价格变动、价格策略、价格心理、价格竞争等价格信息。

促销策略。包括竞争对手的促销目标、促销方式、促销工具、促销内容、促销时机、促销效果、促销创新等促销信息。

创新策略。包括竞争对手的创新理念、创新模式、创新项目、创新成果、创新投入、创新风险、创新保护等创新信息。

Steps for competitor analysis

竞争对手分析的步骤可以分为四个阶段：确定竞争对手、收集信息、分析信息和制定策略。具体来说，竞争对手分析的步骤可以包括以下几个环节：

确定竞争对手。根据自己的产品、市场、目标等因素，确定自己的潜在竞争对手和现实竞争对手，以及他们的竞争关系和竞争程度。可以运用波特五力模型、战略群分析、市场共享矩阵等工具来辅助确定竞争对手。

分析信息。根据收集到的信息，运用适当的分析工具和技巧，对竞争对手的实力、战略、行为和动向进行系统的评估和比较，找出竞争对手的优势和劣势，以及自己的机会和威胁。可以运用SWOT分析、PEST分析、波士顿矩阵、价值链分析、VRIO分析等工具来辅助分析信息。

制定策略。根据分析结果，制定自己的竞争策略，包括竞争目标、竞争定位、竞争差异化、竞争创新等方面。竞争策略应该符合自己的资源、能力和环境，以及市场的需求和变化。可以运用波特竞争策略模型、蓝海战略模型、资源基础理论等工具来辅助制定策略。

竞争对手分析的工具和技巧

竞争对手分析的工具和技巧有很多，这里只介绍几个常用的：

波特五力模型。这是一个分析行业竞争结构和竞争强度的模型，它认为行业的竞争力受到五个力量的影响，分别是行业内的竞争对手、潜在的进入者、替代品、供应商和买方。通过分析这五个力量的大小和变化，可以了解行业的吸引力和盈利能力，以及自己的竞争地位和竞争优势。

战略群分析。这是一个分析行业内竞争对手的相似性和差异性的方法，它认为行业内的竞争对手可以根据他们的战略要素，如产品、价格、渠道、服务等，分为不同的战略群。通过分析战略群的特点和关系，可以了解自己的竞争对手和竞争压力，以及自己的竞争空间和竞争策略。

市场共享矩阵。这是一个分析行业内竞争对手的市场表现和市场潜力的工具，它认为行业内的竞争对手可以根据他们的市场份额和市场增长率，分为四种类型，分别是明星、问题儿、现金奶牛和瘦狗。通过分析这四种类型的特点和策略，可以了解自己的竞争对手和竞争优势，以及自己的市场目标和市场策略。

SWOT分析。这是一个分析自己和竞争对手的优势、劣势、机会和威胁的方法，它认为自己和竞争对手的竞争力受到内部因素和外部因素的影响，分别是优势、劣势、机会和威胁。通过分析这四个因素的大小和变化，可以了解自己和竞争对手的竞争状况和竞争策略，以及自己的竞争优势和竞争劣势。

PEST分析。这是一个分析自己和竞争对手所处的宏观环境的方法，它认为自己和竞争对手的竞争力受到政治、经济、社会和技术四个方面的影响。通过分析这四个方面的特点和趋势，可以了解自己和竞争对手所面临的机遇和挑战，以及自己的竞争优势和竞争劣势。

The case of Champ Consulting.

尚普咨询公司是一家专业的市场调研、投资咨询和IPO咨询服务提供商，拥有多年的行业经验和专业团队，为客户提供高质量的咨询服务。尚普咨询公司在为客户提供咨询服务的过程中，广泛运用竞争对手分析的方法和技巧，为客户提供有价值的洞察和建议。以下是尚普咨询公司的一些案例：

市场调研案例：尚普咨询公司为一家欧洲的汽车制造商提供了中国市场的市场调研服务，帮助其了解中国市场的规模、结构、需求、趋势、竞争对手等方面的情况，为其制定中国市场的进入策略提供依据。尚普咨询公司运用了波特五力模型、战略群分析、市场共享矩阵等工具，对中国汽车市场的竞争环境进行了深入的分析，找出了中国汽车市场的吸引力和难点，以及欧洲汽车制造商的机会和威胁。尚普咨询公司还运用了SWOT分析、PEST分析等工具，对欧洲汽车制造商的优势、劣势、机会和威胁进行了系统的评估，为其制定了合适的市场定位、产品策略、渠道策略、价格策略、促销策略等方面的建议。

投资咨询案例：尚普咨询公司为一家美国的风险投资基金提供了中国的投资咨询服务，帮助其寻找和评估中国的投资机会，为其制定中国的投资策略提供指导。尚普咨询公司运用了波士顿矩阵、价值链分析、VRIO分析等工具，对中国的各个行业和领域的投资潜力和投资风险进行了全面的分析，找出了中国的投资热点和投资难点，以及美国风险投资基金的优势和劣势。尚普咨询公司还运用了SWOT分析、PEST分析等工具，对美国风险投资基金的优势、劣势、机会和威胁进行了综合的评估，为其制定了合理的投资目标、投资范围、投资方式、投资标准等方面的建议。

IPO咨询案例：尚普咨询公司为一家中国的互联网企业提供了IPO咨询服务，帮助其完成了在美国纳斯达克的上市过程，为其提高了市场知名度和市场价值。尚普咨询公司运用了波特竞争策略模型、蓝海战略模型、资源基础理论等工具，对中国的互联网行业和美国的股票市场的竞争环境进行了深刻的分析，找出了中国互联网企业的竞争优势和竞争劣势，以及美国股票市场的机会和威胁。尚普咨询公司还运用了SWOT分析、PEST分析等工具，对中国互联网企业的优势、劣势、机会和威胁进行了全面的评估，为其制定了合适的上市目标、上市时间、上市价格、上市方式等方面的建议。

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User evaluation

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On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "In-process Plastic Market Research Project in the Automotive Sector. The customer said: The project report completed by Shangpu Consulting in cooperation with our company is due to the wide range of projects and strong professional products. Thank you very much for the professional and detailed market research report of Shangpu Consulting. I look forward to cooperating again next time and wish Shangpu Consulting by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project of the Network Designated City Transport Company. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for "A Brand Sales Leading Research Project in the Water Purifier Industry. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
July 07, 2020, Shangpu Consulting received a satisfaction evaluation sheet from the customer's "Lithium Battery Enterprise Sales Strategy and Production Cost Research Project. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Coal Mine Tunnel Drilling Rig Market Share Proof Project. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from a customer for "A Brand in an Industry Leading Sales Research Project for Three Consecutive Years. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "China Bird's Nest Industry Market Ranking Research Project. The customer said: has cooperated many times, as always satisfied, also recommend to other enterprises cooperation. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for a hazardous waste treatment research project. The customer said: this is the organizational structure of the survey, the service process is very good, wish your company's consulting work is getting better and better, look forward to the next cooperation. I wish users a prosperous career, evergreen foundation!
On July 16, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the Shared Beauty Research Project. The customer said: The content of Phase I and Phase II is satisfactory, and we look forward to signing a long-term agreement in the later period. The research part of the country will continue to cooperate with your company. I wish users a prosperous career, evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project on the Organizational Structure of Two Liquor Production Enterprises. The customer said: This is an organizational structure survey, the service process is very good, looking forward to the next cooperation. I wish users a prosperous career, evergreen foundation!

In the field of consulting, Champ Consulting can also provide you with the following services:

Research Module	research content
Market research	Industry status	market capacity	Product Application	channel mode	Supply chain	market competition	Market Consulting
Competitor Research	Enterprise background	Enterprise Finance	Sales Data	Market Strategy	Production Equipment	Supply Procurement	Technology R & D
Competitor Research	warehousing logistics	channel construction	Human Resources	Enterprise Strategy
User Research	Consumer Survey	consumption behavior attitude	Publicity/Promotion	Product Service	Brand Research	consumer characteristics
User Research	satisfaction survey	Employee satisfaction	user satisfaction
Market Entry Advisory	Macro Industry Research	competitive enterprise research	Downstream User Research	Channel Research	Due Diligence	Return on Investment
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