Definition and purpose of competitor research

Competitor research is a market research method that aims to collect and analyze relevant information about competitors, such as product characteristics, service quality, pricing strategy, market share, customer satisfaction, brand image, marketing channels, innovation capabilities, etc. The purpose of competitor research is to understand the strengths and weaknesses of competitors, discover the strategic intentions and behavior patterns of competitors, predict the future trends and impacts of competitors, and develop effective marketing strategies and differentiation advantages to improve their market competitiveness and profitability.

Competitor research methods and procedures

There are several main methods of competitor research:

文献法：通过查阅公开的文献资料，如行业报告、新闻报道、官方网站、年报、招股书等，获取竞争对手的基本信息和数据；

观察法：通过直接或间接地观察竞争对手的产品、服务、渠道、营销活动等，了解其特点和表现；

Interviews: through interviews or questionnaires with competitors' employees, customers, suppliers, partners and other relevant personnel to obtain their internal situation and external evaluation;

Trial method: to evaluate the quality and performance of competitors' products or services through their own trial or testing or commissioning of third-party institutions;

模拟法：通过构建竞争对手的模型或场景，模拟其可能的行为和反应，预测其未来动向和影响。

竞争对手调研的步骤主要包括以下几个：

确定竞争对手范围：根据市场定位、目标客户、产品类别等因素，确定需要调研的竞争对手，可以分为直接竞争对手和间接竞争对手；

Design research plan: according to the research purpose and budget, select the appropriate research methods and tools, formulate the research plan and process, determine the research content and indicators, and prepare the research questionnaire or guide;

分析调研结果：根据调研内容和指标，对收集到的信息和数据进行整理、归纳、分析和评价，运用统计分析、SWOT分析、波特五力分析等方法，揭示竞争对手的特征和规律；

Put forward research suggestions: according to the analysis results, put forward the coping strategies and suggestions for competitors, such as product optimization, price adjustment, channel expansion, marketing innovation, cooperation alliance, etc., in order to enhance their competitive advantage and market position.

Case Study of Competitor Research

In order to better illustrate the importance and methods of competitor research, this article will introduce three competitor research cases in different industries. These cases are all derived from the professional services provided by Shangpu Consulting. Shangpu Consulting is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making.

Case 1: Competitor Research in the New Energy Vehicle Industry

New energy vehicles refer to vehicles powered by new energy or hybrid power of new energy and traditional energy, mainly including pure electric vehicles, plug-in hybrid vehicles, fuel cell vehicles, etc. New energy vehicles are the development direction of the automobile industry and an important measure for national energy conservation and emission reduction, so they have received strong support from the government and extensive attention from the society. The competition in the new energy vehicle market is becoming increasingly fierce, and various automobile brands are increasing R & D and investment to compete for market share and customer recognition.

Shangpu Consulting has provided competitor research services for a new energy vehicle brand (hereinafter referred to as "ideal car") to help it understand the current situation and trend of the new energy vehicle industry, as well as the situation and strategies of its main competitors. to provide reference and support for its formulation of effective marketing strategies. Champ Consulting's competitor research services include the following:

Define the scope of competitors: According to the market positioning, target customers, product categories and other factors of the ideal car, Shangpu Consulting has identified the competitors that need to be investigated, mainly including Tesla, Weilai, Xiaopeng, Weimar, BYD and other new energy automobile brands, as well as Audi, BMW, Mercedes-Benz and other traditional luxury automobile brands;

Design research plan: According to the research purpose and budget of Ideal Car, Shangpu Consulting chose the literature method, observation method, interview method and trial method as the main research methods, formulated the research plan and process, and determined the research content and indicators.

Implementation of research activities: According to the research plan, Champ Consulting collected relevant information and data of competitors, mainly through the following methods:

On-the-spot investigation: observe the product display, service process and customer feedback by visiting competitors' sales outlets and service centers;

Telephone interview: by calling the competitor's customer service hotline, consulting its product features, service content, preferential policies, etc;

Email questionnaires: by sending emails to existing or potential customers of competitors, inviting them to fill out questionnaires about competitors' satisfaction and loyalty;

Secret customers: by entrusting third-party institutions or individuals to purchase or try out competitors' products or services as ordinary consumers to evaluate their quality and performance;

Analysis and research results: According to the research content and indicators, Shangpu Consulting collated, summarized, analyzed and evaluated the collected information and data, and used statistical analysis, SWOT analysis, Porter's five forces analysis and other methods to reveal the characteristics and laws of competitors, as follows:

竞争对手 产品特性 服务质量 价格策略 市场份额 客户满意度 品牌形象 营销渠道 创新能力 SWOT分析

Tesla's high-end, intelligent, environmentally friendly, efficient, professional, personalized, high-priced, phased, subsidy-leading, advanced, fashionable, green, direct selling, online sales, and strong advantages of physical examination stores: leading technology, brand influence, and loyal customer base; Disadvantages: high cost, high dependence, and high complaints; Opportunities: policy support, market demand, international expansion; Threats: intensified competition, legal risks, supply chain interruption

Weilai is luxurious, intelligent, high-quality personality, comprehensive, medium-high social price, installment, electricity exchange to catch up with high youth, vitality, advantages in community online sales, physical examination shops and service stations: user experience, service mode and community atmosphere; Disadvantages: serious losses, single products and limited electricity exchange; Opportunities: capital injection, market potential, partners; Threats: competitive pressure, backward technology, policy changes

Xiaopeng's advantages in intelligence, interconnection, light luxury, convenience, flexibility, medium price, installment, leasing follow China's technology, fashion, pro-people online sales, physical examination stores and direct stores: intelligent system, lightweight design and diversified channels; Disadvantages: potential safety hazards, insufficient service and brand awareness; Opportunities: technological progress, market space and channel expansion; Threats: homogeneous competition, legal restrictions and rising costs

Weima is practical, reliable, economical, standard, fixed and low price, installment, subsidy, backward and low tradition, stable, low-key online sales, distributors and service network. Weak advantages: price advantage, product quality and mature technology; Disadvantages: lack of innovation, single service and shrinking market; Opportunities: policy support, consumption upgrading and regional development; Threats: low-end competition, consumption concept, environmental protection requirements

BYD is diverse, civilian, poor in energy saving, simple, limited and low in stages, leading the public in subsidies, affordable, environmentally friendly online sales, distributors and service network advantages: rich product lines, affordable prices and battery technology; Disadvantages: service quality, brand image and safety issues; Opportunities: favorable policies, broad market and cooperation opportunities; Threats: brand impact, technological innovation, consumption upgrade

奥迪 高端、豪华、经典 优秀、专业、尊贵 高价、分期、优惠 领先 高 质量、信誉、地位 网销、经销商、4S店 中 优势：品牌效应、产品质量、服务水平；劣势：高成本、高油耗、高维修；机会：新能源转型、市场细分、增值服务；威胁：新能源竞争、政策限制、消费变化

BMW's high-end, sports, excellent innovation, professionalism, distinguished and high price, installment, preferential and high performance, design, passionate online sales, dealers, 4S store advantages: brand effect, product performance, service level; Disadvantages: high cost, high fuel consumption, high maintenance; Opportunities: new energy transformation, market segmentation, value-added services; Threats: new energy competition, policy restrictions, consumption changes

Mercedes-Benz is high-end, luxurious, comfortable and excellent, professional, distinguished and high-priced, phased, preferential, leading, high-quality, history, enjoying the advantages of online sales, dealers and 4S stores: brand effect, product quality and service level; Disadvantages: high cost, high fuel consumption and high maintenance; Opportunities: new energy transformation, market segmentation and value-added services; Threats: new energy competition, policy restrictions, consumption changes

提出调研建议：尚普咨询根据分析结果，为理想汽车提出了以下几点调研建议：

在产品方面，理想汽车应该坚持高端、智能、环保的定位，不断提升产品的技术水平和质量水平，增加产品的差异化特征，满足不同客户的需求和喜好，提高产品的竞争力和吸引力；

在服务方面，理想汽车应该借鉴蔚来的服务模式，提供优质、全面、社交的服务，增加服务的内容和形式，提升服务的效率和质量，增强服务的体验和感知，提高服务的满意度和忠诚度；

在价格方面，理想汽车应该采取中高价的策略，体现其高端、智能、环保的价值，同时结合分期、补贴、优惠等方式，降低客户的购买成本和使用成本，提高客户的购买意愿和使用频率；

在市场方面，理想汽车应该加强对目标市场的分析和划分，根据不同的地区、人群、需求等特征，制定相应的市场策略和营销活动，提高市场覆盖率和渗透率，扩大市场份额和影响力；

在品牌方面，理想汽车应该加强对品牌的塑造和传播，突出其高端、智能、环保的品牌形象，利用各种媒体和渠道，提高品牌的知名度和美誉度，建立品牌的忠实粉丝和口碑传播者；

在创新方面，理想汽车应该持续加大对新能源汽车的研发和投入，跟踪行业的技术动态和市场需求，不断推出具有创新性和竞争力的新产品和新服务，保持技术领先和市场先发的优势。

Case 2: Competitor Research in the Education and Training Industry

Education and training refers to helping learners improve their knowledge, skills, quality and other abilities through professional teaching and guidance, so as to achieve personal or organizational goals. The education and training industry is a huge and diverse industry, covering many fields such as preschool education, basic education, higher education, vocational education, continuing education, etc., involving language training, subject counseling, exam preparation, vocational qualifications, hobbies, etc. Aspects. The education and training industry is a demanding and highly competitive industry, and various education and training institutions are competing for market share and customer recognition.

尚普咨询曾为一家教育培训机构（以下简称“新东方”）提供了竞争对手调研服务，帮助其了解教育培训行业的现状和趋势，以及主要竞争对手的情况和策略，为其制定有效的营销策略提供参考和支持。尚普咨询的竞争对手调研服务主要包括以下几个方面：

界定竞争对手范围：尚普咨询根据新东方的市场定位、目标客户、产品类别等因素，确定了需要调研的竞争对手，主要包括培优教育、学而思、好未来、英孚教育、韦博英语等教育培训机构，以及网易有道、百度教育、腾讯课堂等在线教育平台；

Design research plan: According to the research purpose and budget of New Oriental, Shangpu Consulting chose literature method, observation method, interview method and trial method as the main research methods, formulated the research plan and process, and determined the research contents and indicators, including product characteristics, service quality, price strategy, market share, customer satisfaction, brand image, marketing channels, innovation ability, etc;

Implementation of research activities: According to the research plan, Champ Consulting collected relevant information and data of competitors, mainly through the following methods:

On-the-spot investigation: observe the product display, service process and customer feedback by visiting competitors' teaching points and service centers;

Telephone interview: by calling the competitor's customer service hotline, consulting its product features, service content, preferential policies, etc;

Email questionnaires: by sending emails to existing or potential customers of competitors, inviting them to fill out questionnaires about competitors' satisfaction and loyalty;

Secret customers: by entrusting third-party institutions or individuals to purchase or try out competitors' products or services as ordinary consumers to evaluate their quality and performance;

分析调研结果：尚普咨询根据调研内容和指标，对收集到的信息和数据进行了整理、归纳、分析和评价，运用了统计分析、SWOT分析、波特五力分析等方法，揭示了竞争对手的特征和规律，如下表所示：

Table

竞争对手 产品特性 服务质量 价格策略 市场份额 客户满意度 品牌形象 营销渠道 创新能力 SWOT分析

培优教育 专注、高效、个性 优秀、专业、贴心 中高价、分期、优惠 领先 高 专业、权威、负责 网销、体验店、合作学校 中 优势：教学质量、师资力量、服务水平；劣势：价格较高、产品单一、市场局限；机会：市场需求、政策支持、品牌口碑；威胁：竞争压力、技术革新、消费变化

学而思 全面、系统、规范 良好、标准、稳定 中价、分期、优惠 领先 中 大众、实用、可靠 网销、体验店、合作学校 中 优势：产品线丰富、价格合理、市场覆盖；劣势：创新缺乏、服务单一、品牌认知；机会：市场空间、政策利好、渠道拓展；威胁：同质化竞争、技术落后、消费升级

Analysis and research results: According to the research content and indicators, Shangpu Consulting collated, summarized, analyzed and evaluated the collected information and data, and used statistical analysis, SWOT analysis, Porter's five forces analysis and other methods to reveal the characteristics and laws of competitors, as follows:

竞争对手 产品特性 服务质量 价格策略 市场份额 客户满意度 品牌形象 营销渠道 创新能力 SWOT分析

培优教育 专注、高效、个性 优秀、专业、贴心 中高价、分期、优惠 领先 高 专业、权威、负责 网销、体验店、合作学校 中 优势：教学质量、师资力量、服务水平；劣势：价格较高、产品单一、市场局限；机会：市场需求、政策支持、品牌口碑；威胁：竞争压力、技术革新、消费变化

学而思 全面、系统、规范 良好、标准、稳定 中价、分期、优惠 领先 中 大众、实用、可靠 网销、体验店、合作学校 中 优势：产品线丰富、价格合理、市场覆盖；劣势：创新缺乏、服务单一、品牌认知；机会：市场空间、政策利好、渠道拓展；威胁：同质化竞争、技术落后、消费升级

好未来 多元、创新、互动 优秀、专业、贴心 中高价、分期、优惠 领先 高 前沿、领先、教育 网销、体验店、合作学校 强 优势：创新能力、产品多样、服务水平；劣势：价格较高、市场饱和、竞争激烈；机会：技术发展、市场需求、品牌影响；威胁：技术变革、政策调整、消费变化

英孚教育 专业、国际、品质 优秀、专业、尊贵 高价、分期、优惠 领先 高 专业、国际、品质 网销、体验店、合作学校 中 优势：教学质量、师资力量、服务水平；劣势：价格较高、产品单一、市场局限；机会：市场需求、政策支持、品牌口碑；威胁：竞争压力、技术革新、消费变化

韦博英语 实用、互动、轻松 一般、简单、有限 低价、分期、优惠 落后 低 实惠、亲民、轻松 网销、体验店、直营店 弱 优势：价格优势、产品质量、成熟技术；劣势：创新缺乏、服务不足、市场萎缩；机会：政策扶持、消费升级、区域开发；威胁：低端竞争、消费观念、环保要求

网易有道 智能、便捷、个性 良好、灵活、多样 中价、分期、优惠 领先 中 智能、便捷、个性 网销、APP、合作平台 强 优势：智能技术、产品便捷、服务多样；劣势：质量不稳、服务不足、品牌认知；机会：技术发展、市场需求、渠道拓展；威胁：技术变革、政策调整、竞争加剧

百度教育 智能、全面、平台 一般、标准、固定 低价、分期、优惠 领先 低 智能、全面、平台 网销、APP、合作平台 中 优势：智能技术、产品全面、平台优势；劣势：质量不高、服务单一、品牌形象；机会：技术发展、市场需求、渠道拓展；威胁：技术变革、政策调整、竞争加剧

腾讯课堂 智能、互动、社交 良好、灵活、多样 中价、分期、优惠 领先 中 智能、互动、社交 网销、APP、合作平台 中 优势：智能技术、产品互动、社交功能；劣势：质量不一、服务不足、品牌认知；机会：技术发展、市场需求、渠道拓展；威胁：技术变革、政策调整、竞争加剧

提出调研建议：尚普咨询根据分析结果，为新东方提出了以下几点调研建议：

在产品方面，新东方应该坚持专业、国际、品质的定位，不断提升产品的教学质量和效果，增加产品的差异化特征，满足不同客户的需求和喜好，提高产品的竞争力和吸引力；

在服务方面，新东方应该借鉴好未来的服务模式，提供优秀、专业、贴心的服务，增加服务的内容和形式，提升服务的效率和质量，增强服务的体验和感知，提高服务的满意度和忠诚度；

在价格方面，新东方应该采取中高价的策略，体现其专业、国际、品质的价值，同时结合分期、优惠、补贴等方式，降低客户的购买成本和使用成本，提高客户的购买意愿和使用频率；

在市场方面，新东方应该加强对目标市场的分析和划分，根据不同的地区、人群、需求等特征，制定相应的市场策略和营销活动，提高市场覆盖率和渗透率，扩大市场份额和影响力；

在品牌方面，新东方应该加强对品牌的塑造和传播，突出其专业、国际、品质的品牌形象，利用各种媒体和渠道，提高品牌的知名度和美誉度，建立品牌的忠实粉丝和口碑传播者；

在创新方面，新东方应该持续加大对教育培训的研发和投入，跟踪行业的技术动态和市场需求，不断推出具有创新性和竞争力的新产品和新服务，保持技术领先和市场先发的优势。