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The real-world experience of competitor analysis: sharing some dry goods.

2024-07-18 15:52:15 来源：尚普咨询浏览量：0

Purpose of Competitor Analysis

竞争对手分析的本质是吃透竞争。竞争对手的优劣势、竞争对手的竞争策略、竞争对手的品牌表现、竞争对手的产品策略、竞争对手的渠道策略等，从品牌层面界定竞争对手，寻找竞争对手的战略弱点，锁定自身最适合的竞争策略。

竞争对手分析的目的有以下几点：

寻找对手成功之道（成功背后核心因素）

分析竞争对手的竞争策略

找到竞争对手的战略弱点（宏观面审视）

分析竞争对手占领的消费者心智点

寻找差异化可能性

找到自己在行业中的突破点

Methods of competitor analysis

竞争对手分析的方法有多种，根据不同的分析目标和数据来源，可以选择合适的方法。以下是一些常用的方法：

4P分析：从产品（Product）、价格（Price）、渠道（Place）和促销（Promotion）四个方面，分析竞争对手的市场组合策略，比较自己和竞争对手的差异和优劣势。

SWOT分析：从优势（Strengths）、劣势（Weaknesses）、机会（Opportunities）和威胁（Threats）四个方面，分析竞争对手的内部和外部环境，评估竞争对手的竞争力和发展潜力。

迈克尔·波特的竞争战略框架：将竞争分为产业竞争对手、买方、供方、潜在对手和替代者五大类别，分析竞争对手的竞争态势和竞争优势。

竞争对手地图：将竞争对手按照不同的维度（如市场份额、产品质量、价格水平、品牌知名度等）进行定位和分组，形成一个直观的竞争对手地图，显示出竞争对手的相对位置和关系。

Steps for competitor analysis

竞争对手分析的步骤一般包括以下几个：

收集竞争对手的信息：通过公开渠道（如官网、社交媒体、新闻报道、财务报告等）和私密渠道（如客户反馈、员工流动、秘密购买等），收集竞争对手的相关信息，建立竞争对手数据库。

分析竞争对手的战略：通过竞争对手的信息，分析竞争对手的战略意图、战略目标、战略选择、战略执行和战略效果，了解竞争对手的战略思维和战略行为。

识别竞争对手的优劣势：通过竞争对手的战略分析，识别竞争对手的优势和劣势，从不同的角度（如品牌、产品、渠道、价格、促销等）进行比较和评价，找出竞争对手的强项和弱点。

洞察竞争对手的未来动向：通过竞争对手的历史变化、当前状况和市场趋势，洞察竞争对手在未来可能采取的战略和可能做出的竞争反应，预测竞争对手的未来发展方向和竞争态势。

Tools for competitor analysis

竞争对手分析的工具有很多，根据不同的分析目的和数据类型，可以选择合适的工具。

尚普咨询的竞争对手分析案例

尚普咨询是中国知名的独立第三方行研与投融资咨询机构，致力于为企业战略决策提供专业解决方案。尚普咨询为客户提供的专业服务之一就是竞争对手分析，帮助客户了解竞争环境，制定有效的竞争策略。以下是尚普咨询的一些竞争对手分析的实战案例：

某知名餐饮连锁品牌竞争对手分析：

客户需求：该客户是一家在中国市场拥有较高知名度和市场份额的餐饮连锁品牌，主要经营中式快餐，面临着激烈的竞争压力，希望通过竞争对手分析，找出自己的竞争优势和劣势，制定更有效的竞争策略。

尚普咨询的服务：尚普咨询为该客户提供了全面的竞争对手分析服务，包括以下几个方面：

确定竞争对手范围：通过市场调研，确定了该客户的直接竞争对手有10家，包括麦当劳、肯德基、必胜客、汉堡王、达美乐、呷哺呷哺、永和大王、真功夫、西贝莜面村和小肥羊等，以及潜在竞争对手有5家，包括星巴克、瑞幸咖啡、海底捞、味千拉面和鼎泰丰等。

收集竞争对手信息：通过公开渠道和私密渠道，收集了竞争对手的相关信息，包括公司概况、财务数据、市场份额、产品线、价格策略、渠道布局、促销活动、品牌形象、客户满意度等。

分析竞争对手战略：通过竞争对手的信息，分析了竞争对手的战略意图、战略目标、战略选择、战略执行和战略效果，了解了竞争对手的战略思维和战略行为。

识别竞争对手优劣势：通过竞争对手的战略分析，识别了竞争对手的优势和劣势，从不同的角度进行了比较和评价，找出了竞争对手的强项和弱点。

洞察竞争对手未来动向：通过竞争对手的历史变化、当前状况和市场趋势，洞察了竞争对手在未来可能采取的战略和可能做出的竞争反应，预测了竞争对手的未来发展方向和竞争态势。

尚普咨询的成果：尚普咨询为该客户提供了一份详尽的竞争对手分析报告，包括以下几个部分：

竞争对手概览：介绍了竞争对手的基本情况，包括公司名称、品牌定位、市场份额、财务状况、产品特色、价格水平、渠道覆盖、促销方式等。

竞争对手战略分析：分析了竞争对手的战略意图、战略目标、战略选择、战略执行和战略效果，揭示了竞争对手的战略逻辑和战略路径。

竞争对手优劣势评估：评估了竞争对手的优势和劣势，从不同的角度进行了比较和评价，找出了竞争对手的强项和弱点，以及自己的优势和劣势。

竞争对手未来展望：展望了竞争对手的未来动向，预测了竞争对手的未来战略和竞争反应，分析了竞争对手的未来威胁和机会，以及自己的应对策略和建议。

客户反馈：该客户对尚普咨询的竞争对手分析服务非常满意，认为尚普咨询的分析深入、专业、有价值，为其提供了很多有用的信息和启发，帮助其制定了更有效的竞争策略，提升了其在市场上的竞争力。

某知名汽车品牌竞争对手分析：

客户需求：该客户是一家在中国市场拥有较高知名度和市场份额的汽车品牌，主要经营中高端轿车和SUV，面临着国内外竞争对手的挑战，希望通过竞争对手分析，找出自己的竞争优势和劣势，制定更有效的竞争策略。

尚普咨询的服务：尚普咨询为该客户提供了全面的竞争对手分析服务，包括以下几个方面：

确定竞争对手范围：通过市场调研，确定了该客户的直接竞争对手有15家，包括奥迪、宝马、奔驰、大众、本田、丰田、日产、福特、雪佛兰、现代、起亚、马自达、沃尔沃、路虎和特斯拉等，以及潜在竞争对手有10家，包括比亚迪、吉利、长安、长城、荣威、红旗、蔚来、小鹏、理想和威马等。

识别竞争对手优劣势：通过竞争对手的战略分析，识别了竞争对手的优势和劣势，从不同的角度进行了比较和评价，找出了竞争对手的强项和弱点。

尚普咨询的成果：尚普咨询为该客户提供了一份详尽的竞争对手分析报告，包括以下几个部分：

竞争对手概览：介绍了竞争对手的基本情况，包括公司名称、品牌定位、市场份额、财务状况、产品特色、价格水平、渠道覆盖、促销方式等。

竞争对手战略分析：分析了竞争对手的战略意图、战略目标、战略选择、战略执行和战略效果，揭示了竞争对手的战略逻辑和战略路径。

竞争对手优劣势评估：评估了竞争对手的优势和劣势，从不同的角度进行了比较和评价，找出了竞争对手的强项和弱点，以及自己的优势和劣势。

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