1. Introduction

Marketing refers to the planned, organized and coordinated activities carried out by enterprises to meet customer needs and achieve their own goals. The core of marketing is customer orientation, that is, customer-centered, focusing on customer needs, preferences, satisfaction and loyalty. In order to improve customer satisfaction and loyalty, enterprises need to constantly understand the market environment and competitive situation, as well as their own advantages and disadvantages.

Competitors are other enterprises that provide the same or similar products or services as the enterprise in the same market and have similar or identical target customer groups. Competitor survey refers to the collection, analysis and evaluation of relevant information about competitors in order to discover the differences and advantages and disadvantages between themselves and competitors, so as to formulate reasonable and effective marketing strategies.

The purpose of this paper is to explore how to systematically conduct competitor survey and propose a competitor survey model based on SWOT analysis. SWOT analysis is a commonly used strategic analysis tool that helps companies identify themselves (Strengths), what they face (Weaknesses), the external environment (Opportunities) and potential threats (Threats). This paper holds that by using SWOT analysis method, we can comprehensively evaluate the relationship between ourselves and our competitors from many angles and formulate corresponding action plans.

2. target determination

Targeting refers to identifying what aspects or levels of competitor research are to be conducted and what effects or results are to be achieved. Identifying goals can help companies clarify what problems they need to solve or meet what needs, and select the appropriate information sources and collection methods in a targeted manner.

The following factors should be considered when determining the target:

Target customer groups: different types or levels of customer groups may have different or similar needs, preferences, satisfaction and loyalty characteristics. Therefore, when conducting a competitor survey, you should choose what aspects or levels are appropriate or focused on based on the target customer group.

Competitive advantage: Different types or levels of competitors may have different or similar advantages or disadvantages in terms of products or services, prices, channels, promotions, brands, innovation, etc. Therefore, when conducting competitor survey, you should choose which aspects or levels are appropriate or focused on based on your competitive advantages.

Competitive strategy: Different types or levels of competitors may adopt different or similar marketing strategies, such as market positioning, target market, differentiation, segmentation, centralization, diversification, etc. Therefore, when conducting a competitor survey, you should choose what aspects or levels are appropriate or focused on based on your competitive strategy.

Competitive objectives: Different types or levels of competitors may have different or similar marketing objectives, such as market share, sales, profit margins, customer satisfaction, customer loyalty, brand awareness, brand image, etc. Therefore, when conducting a competitor survey, you should choose what aspects or levels are appropriate or focused on based on your competitive objectives.

An example of targeting is: the purpose of this competitor survey is to analyze competitors' products, prices, channels and promotional strategies, as well as their impact on the target customer group, in order to identify their strengths and weaknesses and develop appropriate marketing strategies.

3. to collect information

Collecting information refers to obtaining relevant information about competitors through various channels and methods, including competitors' basic information, products or services, prices, channels, promotions, brands, innovation, market positioning, target markets, differentiation, segmentation, centralization, diversification, market share, sales, profit margin, customer satisfaction, customer loyalty, brand awareness, brand image, etc.

The following factors should be considered when collecting information:

Information sources: Information sources can be divided into internal sources and external sources. Internal sources refer to the information of the enterprise itself, such as sales data, customer feedback, employee opinions, etc. External sources refer to information outside the enterprise, such as the official websites of competitors, social media, advertisements, news, reports, papers, patents, exhibitions, surveys, interviews, etc. Information should be collected using as many sources of information as possible to improve the comprehensiveness and accuracy of the information.

Information quality: Information quality refers to the reliability, validity, timeliness and relevance of information. Information should be collected as far as possible to select reliable, effective, timely and relevant information, in order to improve the value and availability of information.

Amount of information: The amount of information refers to the amount of information and the degree of detail. Information should be collected as much as possible to obtain sufficient and detailed information to improve the depth and breadth of information.

An example of collecting information is: the information sources of this competitor survey include the official websites of competitors, social media, advertisements, news, reports, papers, patents, exhibitions, surveys, interviews, etc., the quality of information includes the reliability, validity, timeliness and relevance of the information, and the amount of information includes the quantity and detail of the information.

4. analysis information

Analysis of information refers to the use of SWOT analysis methods to organize, classify, compare, evaluate and summarize the collected information in order to find the differences and advantages and disadvantages between themselves and competitors, so as to formulate reasonable and effective marketing strategies.

The following factors should be considered when analyzing information:

SWOT matrix: The SWOT matrix is a form used to show the strengths, weaknesses, opportunities and threats between yourself and your competitors. It can help companies clearly identify their internal and external environment and the relationship between themselves and their competitors. The general format of the SWOT matrix is as follows:

Strengths (Strengths) Weaknesses (Weaknesses)

Opportunity (Opportunities) SO Strategy WO Strategy

Threat (Threats) ST Policy WT Policy

SO strategy: SO strategy refers to the use of their own advantages to seize the opportunities of the external environment to enhance their competitiveness and market position.

WO strategy: WO strategy refers to seizing the opportunities of the external environment by improving one's own disadvantages in order to improve one's competitiveness and market position.

ST strategy: ST strategy refers to the use of their own advantages to deal with the threat of the external environment, in order to maintain or increase their competitiveness and market position.

WT strategy: WT strategy refers to responding to the threat of the external environment by improving one's own disadvantages in order to avoid or reduce the loss of one's competitiveness and market position.

The steps of SWOT analysis: The steps of SWOT analysis include the following:

Determine your strengths and weaknesses: Based on the information collected, analyze your strengths and weaknesses in products or services, prices, channels, promotions, branding, innovation, etc., and their impact on target customer groups to determine your internal environment.

Determine the opportunities and threats of the external environment: Based on the collected information, analyze the favorable or unfavorable factors in the external environment, such as market demand, market trends, policies and regulations, technological changes, social culture, competitors, etc., to determine your own external environment.

Fill in the SWOT matrix: according to the identified strengths, weaknesses, opportunities and threats, fill them in the SWOT matrix for comparison and evaluation.

Develop a SWOT strategy: Based on the completed SWOT matrix, develop appropriate SO, WO, ST, and WT strategies for action and implementation.

Based on the SWOT matrix, the following SWOT strategies can be developed:

SO strategy: take advantage of its own product quality, price, channel, promotion, brand and innovation, and seize the market demand, market trends, policies and regulations, technological changes and other opportunities in the external environment to enhance its competitiveness and market position. Specific actions include:

Improve the publicity and promotion of products, highlight the quality and function of products, and increase the popularity and reputation of products.

Adopt flexible pricing strategies to adjust prices according to market supply and demand and customer demand to improve price competitiveness and attractiveness.

Expand the coverage and depth of channels, increase the number and type of channels, and improve the efficiency and effectiveness of channels.

Enrich the form and content of promotions, increase the frequency and intensity of promotions, and increase the participation and conversion rate of promotions.

Shape the brand's personality and style, increase brand recognition and loyalty, and improve brand influence and value.

Strengthen the input and output of innovation, increase the scope and speed of innovation, and improve the quality and effect of innovation.

WO strategy: by improving their product categories, price fluctuations, channel costs, promotional effects, brand image and innovation risks and other disadvantages, to seize the external environment of market demand, market trends, policies and regulations, technological changes and other opportunities to improve their competitiveness and market position. Specific actions include:

Increase the variety and differentiation of products, meet the personalized and diversified needs of customers, and increase the competitiveness and attractiveness of products.

Stabilize the level and changes in prices, meet customer expectations and affordability, and increase the reasonableness and acceptability of prices.

Reduce the cost and risk of the channel, improve the profit and loyalty of the distributor, and increase the stability and sustainability of the channel.

Enhance the effectiveness and returns of promotions, increase sales and profit growth, and increase the value and significance of promotions.

Diversified brand image and positioning, adapt to different customer groups and market environment, increase brand adaptability and flexibility.

Reduce the difficulty and cost of innovation, improve the success rate of innovation and market feedback, and increase the safety and reliability of innovation.

ST strategy: make use of its own product quality, price, channel, promotion, brand and innovation advantages to deal with the threats of competitors, price war, channel competition, promotion competition, brand competition and innovation competition in the external environment, so as to maintain or increase their competitiveness and market position. Specific actions include:

Maintain product quality and functionality, prevent substitution or imitation by competitors, and maintain customer preference and loyalty.

Maintain the advantage and rationality of the price, prevent the price war or vicious competition of competitors, and maintain the customer's expectation and affordability.

Protect the breadth and depth of channels, prevent competitors from poaching or sabotage channels, and maintain customer contact and choice.

Keep promotions diverse and interesting, prevent competitors' promotional advantages or temptations, and keep customers interested and engaged.

Keep the brand well-known and praised, prevent the brand attack or denigration of competitors, and maintain the trust and recognition of customers.

Keep the innovation ahead and beyond, prevent the competitor's innovation ahead or beyond, maintain the customer's new demand and satisfaction.

WT strategy: by improving their own product types, price fluctuations, channel costs, promotional effects, brand image and innovation risks and other disadvantages, to deal with the external environment of competitors, price wars, channel competition, promotional competition, brand competition and innovation competition and other threats, in order to avoid or reduce the loss of their competitiveness and market position. Specific actions include:

Improve the variety and differentiation of products, increase the competitiveness and attractiveness of products, and reduce the possibility of substitution or imitation by competitors.

Stabilize the level and changes in prices, increase the reasonableness and acceptability of prices, and reduce the impact of competitors' price wars or vicious competition.

Reduce the cost and risk of the channel, increase the profit and loyalty of the distributor, and reduce the threat of competitor's channel poaching or destruction.

Enhance the effectiveness and returns of promotions, increase sales and profit growth, and reduce the impact of competitors' promotional advantages or temptations.

Diversify brand image and positioning, increase brand adaptability and flexibility, and reduce the threat of brand attack or denigration by competitors.

Reduce the difficulty and cost of innovation, increase the success rate of innovation and market feedback, and reduce the threat of competitors' innovation to lead or surpass.

5. development action

Action development refers to the development of specific action plans and implementation plans based on the developed SWOT strategy in order to translate the results of competitor survey research into actual marketing actions and results.

The following factors should be taken into account when formulating actions:

Action objectives: Action objectives are specific marketing objectives to be achieved through action, such as market share, sales, profit margins, customer satisfaction, customer loyalty, brand awareness, brand image, etc. Action objectives should be clear, quantifiable, achievable and evaluable.

Action content: Action content refers to the specific marketing actions to be taken, such as product development, price adjustment, channel expansion, promotional activities, brand building, innovation and promotion, etc. The content of the action should be targeted, effective, innovative and coordinated.

Action resources: Action resources refer to the specific marketing resources to be invested, such as human, material, financial, information, technology, etc. Action resources should be adequate, reasonable, optimal and controllable.

Action time: Action time refers to the specific marketing time to be completed, such as short-term, medium-term, long-term, etc. The timing of action should be urgent, timely, continuous and flexible.

Action evaluation: Action evaluation refers to the specific marketing evaluation to be carried out, such as process evaluation, result evaluation, effect evaluation, feedback evaluation, etc. Operational assessments should be objective, comprehensive, timely and improved.

An example of developing an action is: the action plan for this competitor survey is as follows:

Action target: In the next year, increase market share by 5%, increase sales by 10%, increase profit margin by 15%, increase customer satisfaction by 20%, increase customer loyalty by 25%, increase brand awareness by 30%, and increase brand image by 35%.

Action content: according to the SWOT strategy, take the following marketing actions:

Take advantage of product quality, price, channel, promotion, brand and innovation to seize opportunities such as market demand, market trends, policies and regulations, and technological changes to enhance competitiveness and market position.

By improving product categories, price fluctuations, channel costs, promotional effects, brand image and innovation risks and other disadvantages, seize market demand, market trends, policies and regulations, technological changes and other opportunities to improve competitiveness and market position.

Take advantage of product quality, price, channel, promotion, brand and innovation to respond to threats such as competitors, price wars, channel competition, promotion competition, brand competition and innovation competition, and maintain or increase competitiveness and market position.

To avoid or reduce the loss of competitiveness and market position by improving the disadvantages of product variety, price fluctuation, channel cost, promotion effect, brand image and innovation risk, and to deal with the threats of competitors, price war, channel competition, promotion competition, brand competition and innovation competition.

Action resources: according to the action content, invest the following marketing resources:

Manpower: Increase the number and quality of personnel in the marketing department and improve the professionalism and efficiency of marketing.

Material resources: increase the production and supply capacity of products, and improve the quality and quantity of products.

Financial resources: increase marketing budgets and expenditures, and increase marketing inputs and outputs.

Information: Increase marketing information collection and analysis capabilities to improve the comprehensiveness and accuracy of marketing information.

Technology: Increase the ability of marketing technology development and application, and improve the innovation and effectiveness of marketing technology.

Action time: According to the action goal, the following marketing time is determined:

Short-term: In the next three months, complete the planning and preparation of product development, price adjustment, channel expansion, promotional activities, brand building, innovation promotion and other actions, as well as the initiation and implementation of actions.

Medium-term: In the next six months, complete the monitoring and evaluation of the operation, as well as the adjustment and optimization of the operation, and the continuation and expansion of the operation.

Long-term: in the next year, complete the summary and feedback of the action, as well as the review and improvement of the action, as well as the inheritance and innovation of the action.

Action evaluation: According to the action objectives, the following marketing evaluation is carried out:

Process evaluation: evaluate the process of planning, preparation, initiation, execution, monitoring, adjustment, optimization, continuity and expansion of the action to check the progress and quality of the action, as well as the problems and obstacles of the action, so as to find and solve the problems in time and improve the efficiency and effectiveness of the action.

Outcome assessment: An assessment of the outputs and outcomes of an action to measure the actual performance and achievement of the action, as well as the costs and benefits of the action, in order to evaluate the value and significance of the action and to improve the inputs and outputs of the action.

Effect evaluation: evaluate the impact and consequences of the action to analyze the contribution and effect of the action to the goals of market share, sales, profit margin, customer satisfaction, customer loyalty, brand awareness, brand image, etc., as well as the impact and change of the action on itself and its competitors' advantages and disadvantages, so as to evaluate the effect and significance of the action and improve the competitiveness and market position of the action.

Feedback evaluation: Evaluate the feedback and suggestions of the action to collect and analyze the internal and external feedback and suggestions of the action, such as customer feedback, employee feedback, distributor feedback, competitor feedback, expert feedback, media feedback, etc., so as to obtain The advantages and disadvantages of the action, as well as the direction and approach of the improvement and innovation of the action, thereby improving the ability and level of the improvement and innovation of the action.

6. Conclusion

This paper presents a competitor survey model based on SWOT analysis, which includes four steps: determining goals, collecting information, analyzing information and formulating actions. Through a practical case, this paper shows how to use the model to conduct competitor survey, and gives some practical suggestions. This paper holds that by using this model, we can comprehensively evaluate the relationship between ourselves and our competitors from many angles, and formulate corresponding action plans, so as to improve the effectiveness and efficiency of marketing.