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Have you avoided the six misconceptions of competitor research?

2024-07-18 16:18:22 来源：尚普咨询浏览量：0

竞争对手调研是指通过收集、整理、分析和评价竞争对手的相关信息，了解竞争对手的优劣势、战略意图、行为模式、市场表现等，从而为企业制定自身的竞争策略和应对措施提供参考依据的过程。竞争对手调研是企业战略管理的重要组成部分，也是企业市场营销的基础工作之一。然而，在实际的竞争对手调研过程中，很多企业或咨询机构会陷入一些误区，导致调研结果失真或无效。本文从三个方面分析竞争对手调研的常见误区，分别是目标不明确、方法不科学、内容不客观，并提出相应的改进建议，以帮助企业提高竞争对手调研的质量和效果。

误区一：目标不明确

竞争对手调研的目标是什么？这是竞争对手调研的第一步，也是最重要的一步。如果没有明确的目标，就无法确定调研的范围、内容、方法和标准，也无法有效地利用调研结果。竞争对手调研的目标应该根据企业的战略需求和市场情况来制定，不能一味地追求全面、细致、深入，也不能随意地进行表面、粗略、敷衍。竞争对手调研的目标应该具有以下特点：

明确：目标应该清晰地表达调研的主题、对象、范围和侧重点，避免模糊、含糊、泛化的表述。

可量化：目标应该有具体的量化指标和标准，以便于衡量调研的进度、效果和质量。

可实现：目标应该符合实际的条件和能力，既不能过于保守，也不能过于理想化，要有一定的挑战性和可行性。

有时限：目标应该有明确的时间节点和期限，以便于安排调研的计划、执行和监控。

有价值：目标应该能够为企业的战略和决策提供有价值的信息和支持，避免无关紧要或重复无用的调研。

误区二：方法不科学

竞争对手调研的方法是什么？这是竞争对手调研的第二步，也是非常关键的一步。如果没有科学的方法，就无法有效地收集、整理、分析和评价竞争对手的信息，也无法保证调研结果的可靠性和有效性。竞争对手调研的方法应该根据调研的目标、内容、对象和环境来选择，不能一概而论，也不能随意拼凑。竞争对手调研的方法应该具有以下特点：

系统：方法应该遵循一定的逻辑和流程，从确定调研的目的、范围、对象、内容，到设计调研的方案、工具、样本，再到实施调研的收集、整理、分析、评价，最后到输出调研的报告、建议、策略，形成一个完整的系统。

灵活：方法应该根据调研的实际情况和需求进行调整和优化，既不能死板地套用固定的模式，也不能随意地变更原有的计划，要有一定的灵活性和适应性。

多样：方法应该综合运用多种多样的技术和工具，如文献分析、网络搜索、问卷调查、访谈访问、观察参与、实验测试等，以便于从不同的角度和层面获取更全面、更深入、更真实的竞争对手信息。

创新：方法应该不断地探索和尝试新的技术和工具，如大数据分析、人工智能、社交媒体、区块链等，以便于利用更先进、更高效、更智能的方式进行竞争对手调研。

误区三：内容不客观

竞争对手调研的内容是什么？这是竞争对手调研的第三步，也是最核心的一步。如果没有客观的内容，就无法真实地反映竞争对手的情况，也无法准确地制定自身的策略和措施。竞争对手调研的内容应该根据调研的目标、方法、结果和反馈来确定，不能主观臆断、偏颇片面、夸大缩小。竞争对手调研的内容应该具有以下特点：

全面：内容应该涵盖竞争对手的各个方面，如竞争对手的基本情况、发展历程、战略意图、核心竞争力、市场表现、产品特点、渠道策略、价格策略、促销策略、品牌形象、客户满意度、创新能力、风险因素等，以便于对竞争对手进行全方位的了解和评估。

深入：内容应该探究竞争对手的内在原因、动机、逻辑和规律，而不仅仅停留在表面的现象、数据和事实，以便于对竞争对手进行深层次的解读和预测。

真实：内容应该反映竞争对手的真实情况，而不是竞争对手的宣传、夸张或隐瞒，以便于对竞对手进行客观和公正的评价。

有针对性：内容应该针对企业的战略目标和问题，提出有针对性的建议和策略，而不是泛泛而谈或空洞无物，以便于企业根据调研结果采取有效的行动。

Conclusion

竞争对手调研是企业制定战略和决策的重要依据，也是企业学习借鉴和预警避险的有效手段。然而，在实际的竞争对手调研过程中，很多企业或咨询机构会陷入一些误区，导致调研结果失真或无效。本文从三个方面分析竞争对手调研的常见误区，分别是目标不明确、方法不科学、内容不客观，并提出相应的改进建议，以帮助企业提高竞争对手调研的质量和效果。本文的内容和建议参考了尚普咨询公司的多年竞争对手调研经验和案例，如下：

尚普咨询公司曾为一家国内领先的电子商务平台提供竞争对手调研服务，帮助其明确调研的目标是分析竞争对手的市场占有率、用户满意度、产品创新、营销策略等，以便于制定自身的差异化和优势化战略。

尚普咨询公司曾为一家国际知名的汽车制造商提供竞争对手调研服务，帮助其选择了合适的方法，如文献分析、网络搜索、问卷调查、访谈访问、观察参与等，以便于从不同的角度和层面获取竞争对手的信息，如竞争对手的技术水平、产品特点、价格策略、品牌形象、客户需求等。

尚普咨询公司曾为一家国内知名的快消品企业提供竞争对手调研服务，帮助其确定了客观的内容，如竞争对手的优劣势、战略意图、行为模式、市场表现等，并提出了有针对性的建议和策略，如加强自身的产品创新、渠道拓展、促销活动、品牌建设等。

尚普咨询公司是一家专业的咨询机构，提供竞争对手调研、市场调研、战略规划、组织变革、人力资源管理等多种咨询服务，帮助客户提升竞争力和业绩。如果您有任何咨询需求，欢迎联系我们。

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