Methods and procedures for 1. competitor research

Competitor research is a systematic work that needs to follow certain methods and steps to ensure the effectiveness and accuracy of the research. In general, the methods and steps of competitor research include the following:

1. Determine the purpose and scope of the research

The purpose of the survey refers to the goal and significance of the survey, which is the starting point and destination of the survey, and determines the direction and focus of the survey. The scope of research refers to the object and content of the research, is the specific scope and boundaries of the research, determines the breadth and depth of the research. To determine the purpose and scope of the research, it is necessary to clarify the themes and problems of the research, as well as the objects and dimensions of the research according to the actual situation and needs of the enterprise, so as to be targeted and avoid blindness and generality.

2. Collect and organize competitor information

Information is the basis and basis of research, and it is the raw material and data of research. Collecting and organizing competitors' information requires the use of a variety of channels and means to obtain as comprehensive and accurate information as possible, including competitors' basic information, strategic direction, product characteristics, pricing strategies, channel models, promotional activities, market performance, customer feedback, financial status, and trends. To collect and organize competitors' information, it is necessary to pay attention to the timeliness and authenticity of the information, update and verify the information in a timely manner, and avoid outdated and inaccurate information affecting the results of the survey.

3. Analyze and evaluate competitor information

Analysis and evaluation is the core and key of research, is the process and method of research. To analyze and evaluate competitors' information, it is necessary to use a variety of tools and techniques to classify, compare, summarize, synthesize, explain and judge competitors' information, so as to reveal the characteristics and laws of competitors' strategies, capabilities, advantages, disadvantages, dynamics and expectations, as well as the impact and threat to the enterprise. Analyzing and evaluating competitors' information requires attention to the logic and objectivity of the analysis to avoid subjective assumptions and biased analysis affecting the quality of the research.

4. Formation and presentation of competitor research reports

The report is the result and display of the research, the summary and feedback of the research. The formation and presentation of competitor research reports requires the information, analysis and evaluation of the research, as well as the research'sConclusionand recommendations, in a clear, concise, orderly, standardized way, written into a complete document, in order to facilitate internal or external communication and exchange of relevant personnel. The formation and presentation of competitors' research reports requires attention to the readability and operability of the reports to avoid lengthy and vague reports affecting the effectiveness of the research.

Practical application and effect of 2. competitor research

In order to illustrate the necessity and importance of competitor research, this paper takes Shangpu Consulting Company as an example to introduce the practical application and effect of competitor research. Shangpu Consulting Company is a consulting organization specializing in industry research, market research, investment and financing consulting, IPO listing consulting and other services. Founded in 2008, it has rich professional experience and customer resources. It is one of the most leading and authoritative independent third-party research and investment and financing consulting institutions in China.

In its development process, Shangpu Consulting has always attached importance to competitor research, through continuous collection, analysis and evaluation of competitor information, to provide a basis and reference for its own strategy and marketing strategy, so as to maintain its advantage and leading position in the fierce market competition. Here are some of the specific applications and effects of the Champu Consulting competitor survey:

1. Understand the market environment and competitive situation, grasp the market opportunities and risks

Through competitor research, Shangpu Consulting Company timely understands the development trend, market scale, market structure, market demand, market changes and other aspects of the consulting industry, as well as the number, type, scale, distribution, characteristics, trends and other aspects of competitors, so as to have a clear and comprehensive understanding of the market environment and competitive situation, for their own market positioning and market development to provide guidance and support. Champ Consulting identified market opportunities and risks through competitor research, such:

Market opportunities: With the transformation and upgrading of China's economy, the demand for consulting services from all walks of life is increasing, especially in emerging fields such as the Internet, artificial intelligence, biomedicine, etc. The market space and growth potential of consulting services are huge. Through competitor research, Shangpu Consulting has identified these market opportunities in a timely manner, actively expanded customer resources in these areas, and provided professional consulting services, thereby increasing market share and revenue.

Market risk: With the intensification of competition in the consulting industry, the number and quality of competitors continue to increase, especially some internationally renowned consulting companies such as McKinsey, Boston Consulting, Bain Consulting, etc., with their brand advantages, resource advantages, experience advantages, etc. It poses a strong competitive pressure on Shangpu Consulting. Through competitor research, Shangpu Consulting discovered these market risks in a timely manner, and actively improved its own service quality and innovation capabilities, thereby maintaining its own competitiveness and core competitiveness.

2. Find their own advantages and disadvantages, enhance their competitiveness and core competitiveness

Through competitor research, Shangpu Consulting objectively evaluated the strengths and weaknesses of itself and its competitors, so as to find its own differences and characteristics, as well as the aspects that need to be improved and improved, so as to enhance its own competitiveness and core competitiveness. Through competitor research, Champu Consulting has identified its strengths and weaknesses, such:

Own advantages: Shangpu Consulting Company has a professional, experienced and familiar with the Chinese market consulting team, which can provide customers with customized, efficient and practical consulting solutions and suggestions close to reality. Shangpu Consulting also has a complete set of industry research, market research, investment and financing consulting, IPO listing consulting and other service systems, which can provide customers with comprehensive, one-stop and comprehensive consulting services. Through competitor research, Shangpu Consulting has given full play to its own advantages, thus winning the trust and satisfaction of customers.

Self-disadvantages: Compared with some internationally renowned consulting companies, Shangpu Consulting Company still has some disadvantages, such as insufficient brand awareness, insufficient resource integration capabilities, and insufficient innovation capabilities. Through competitor research, Shangpu Consulting Company realized its own disadvantages, and formulated corresponding improvement and promotion measures, such as strengthening brand building, expanding partners, and increasing R & D investment.

3. Develop a reasonable competitive strategy and marketing strategy to achieve differentiation and positioning

Through competitor research, Shangpu Consulting has formulated reasonable competitive and marketing strategies based on its own and competitors' strengths and weaknesses, as well as market opportunities and risks, so as to achieve differentiation and positioning and improve its own market competitiveness and profitability. Through competitor research, Champ Consulting has developed the following competitive and marketing strategies, such:

Competitive strategy: Shangpu Consulting adopts a professional and segmented competitive strategy, that is, focusing on the areas and services it is good at, and providing professional consulting services for specific industries and customers, so as to form its own professional advantages in the market And segmentation advantages. Shangpu Consulting also adopts a cooperative and win-win competitive strategy, that is, to cooperate and win-win with competitors, and use their respective advantages and resources to provide customers with better consulting services, so as to form their own in the market. Cooperation advantages and win-win advantages.

Marketing strategy: Shangpu Consulting adopts a quality and word-of-mouth marketing strategy, that is, to attract and retain customers with high quality consulting services and high word-of-mouth customer evaluation, so as to form their own quality advantages and word-of-mouth advantages in the market. Shangpu Consulting also adopts a networked and social marketing strategy, that is, using the Internet and social media to promote and promote its own consulting services and brand image, so as to form its own network advantages and social advantages in the market.

4. Monitor the trend and changes of competitors, and make timely response and adjustment

Through competitor research, Shangpu Consulting continuously monitors the trends and changes of competitors, and makes timely responses and adjustments to maintain its competitive advantage and market position. Through competitor research, Champu Consulting monitors and responded to the following competitor movements and changes, such:

Competitor's new products and services: Through competitor research, Shangpu Consulting found that competitors have launched some new products and services, such as consulting solutions based on big data and artificial intelligence, and special consulting services for specific industries and fields., And cooperation projects with government and social organizations, etc., thereby increasing the market attractiveness and influence of competitors. In response to the new products and services of these competitors, Shangpu Consulting has made timely responses and adjustments, such as accelerating the research and development and innovation of its own products and services, and strengthening its own marketing and promotion, thereby maintaining its own Market competitiveness and advantages.

Competitor's market expansion and acquisition: Through competitor research, Shangpu Consulting found that competitors have carried out some market expansion and acquisition actions, such as entering some new regional and national markets, acquiring some valuable consulting companies or other related companies, and establishing strategic partnerships with some large enterprises or institutions, this increases the market coverage and resource integration capabilities of competitors. In response to the market expansion and acquisition of these competitors, Shangpu Consulting has made timely responses and adjustments, such as strengthening its own market research and analysis, and finding and cultivating some potential partners and customers, so as to maintain its own market share and position.

3. conclusions and recommendations

Through the above analysis, it can be seen that competitor research is a very necessary and important work, for the development of enterprises and competition is of great significance and value. Competitor research can help companies understand the market environment and competitive situation, grasp market opportunities and risks, discover their own strengths and weaknesses, enhance their own competitiveness and core competitiveness, formulate reasonable competition strategies and marketing strategies, and achieve differentiation and positioning, Monitor the trends and changes of competitors, and make timely responses and adjustments, so as to gain advantages and success in the fierce market competition.

According to the content of this paper, for enterprises in the same industry, this paper puts forward the following suggestions:

Pay attention to the necessity and importance of competitor research, regard competitor research as an regular and important work of the enterprise, and invest sufficient human, material and financial resources to ensure the quality and effectiveness of competitor research.

Follow the methods and steps of competitor research, determine the purpose and scope of research, collect and organize competitor information, analyze and evaluate competitor information, form and present competitor research reports, so as to ensure the effectiveness and accuracy of competitor research.

According to the results of competitor research, formulate and implement the corresponding competitive strategy and marketing strategy, realize their own differentiation and positioning, enhance their competitiveness and core competitiveness, so as to ensure the practicality and value of competitor research.

Continuously conduct competitor research, monitor competitor movements and changes, and make timely responses and adjustments to ensure the timeliness and dynamics of competitor research.