For detailed cases, please contact the consultant.
400-969-2866

2024-07-18 16:18:26 来源:尚普咨询 浏览量:0
一、竞争对手调研的误区
竞争对手调研的误区主要有以下几种:
1. 只关注直接竞争对手,忽视潜在竞争对手和替代品
很多企业在进行竞争对手调研时,只关注那些与自己产品或服务直接竞争的企业,忽视了那些可能从其他领域或渠道进入市场的潜在竞争对手,以及那些可以满足同样或类似的用户需求的替代品。这样会导致企业对竞争环境的认识不全面,错失了一些重要的竞争信息和机会,也增加了被竞争对手超越或取代的风险。
解决方法:企业在进行竞争对手调研时,应该从宏观和微观两个层面,广泛地收集和分析竞争信息。宏观层面,要关注行业的发展趋势、政策法规、技术创新、用户需求变化等因素,识别出可能对自己产生影响的潜在竞争对手和替代品。微观层面,要对直接竞争对手进行深入的研究,了解他们的产品或服务特点、价格策略、市场占有率、营销方式、客户满意度、品牌形象、财务状况、发展规划等方面,找出自己的竞争优势和劣势,制定相应的竞争策略。
2. 只关注竞争对手的优点,忽视竞争对手的缺点
很多企业在进行竞争对手调研时,只关注竞争对手的优点,比如产品或服务的创新性、质量、性能、功能等,忽视了竞争对手的缺点,比如产品或服务的成本、风险、可靠性、安全性、售后服务等。这样会导致企业对竞争对手的评估不客观,过分夸大竞争对手的优势,低估自己的优势,也错失了一些利用竞争对手的缺点来提升自己竞争力的机会。
解决方法:企业在进行竞争对手调研时,应该从多个维度,全面地评价竞争对手的优点和缺点,不要片面地看待竞争对手。企业应该根据自己的目标和定位,确定竞争对手的优点和缺点对自己的影响程度,有针对性地采取应对措施。比如,如果竞争对手的优点是产品或服务的创新性,而自己的优势是产品或服务的成本,那么企业可以通过提高自己的成本效益,吸引那些对价格敏感的用户,或者通过加强自己的研发能力,提高自己的创新性,与竞争对手形成差异化竞争。如果竞争对手的缺点是产品或服务的可靠性,而自己的优势是产品或服务的质量,那么企业可以通过强调自己的质量保证,提高用户的信任度,或者通过提供更好的售后服务,增加用户的忠诚度,与竞争对手形成优势竞争。
3. 只关注竞争对手的现状,忽视竞争对手的动态
很多企业在进行竞争对手调研时,只关注竞争对手的现状,比如产品或服务的特点、价格、市场份额等,忽视了竞争对手的动态,比如产品或服务的更新、价格的变化、市场的扩张等。这样会导致企业对竞争对手的认识滞后,失去了把握竞争机会和应对竞争威胁的时机,也降低了自己的竞争敏感度和反应能力。
解决方法:企业在进行竞争对手调研时,应该持续地跟踪和监测竞争对手的动态,及时地获取和分析竞争信息,预测竞争对手的行为和意图,制定相应的应对策略。企业可以通过多种渠道,如网络、媒体、行业协会、展会、客户、供应商、员工等,收集竞争对手的动态信息,如产品或服务的更新、价格的变化、市场的扩张、合作的变化、投资的计划、人事的调整等。企业可以通过建立竞争情报系统,对竞争信息进行整理、分析、评估、存储和传播,为决策提供支持。企业可以通过制定竞争预警机制,对竞争信息进行分类、评级、报告和处理,为应对提供保障。
二、竞争对手调研的常见问题
竞争对手调研的常见问题主要有以下几种:
1. 调研目标不明确,调研内容不重点
很多企业在进行竞争对手调研时,没有明确的调研目标,只是为了收集竞争信息而收集,没有根据自己的实际需求和问题,确定调研的重点和范围。这样会导致调研内容过于泛化,没有针对性,也浪费了时间和资源,降低了调研的效果和价值。
解决方法:企业在进行竞争对手调研时,应该先明确调研的目标,即要解决什么问题,要达到什么效果,要支持什么决策。然后,根据调研目标,确定调研的重点和范围,即要收集什么信息,要分析什么问题,要提供什么建议。最后,根据调研的重点和范围,制定调研的计划和方法,即要采用什么渠道,要使用什么工具,要分配什么资源,要遵循什么流程,要避免什么风险。
2. 调研数据不准确,调研分析不客观
很多企业在进行竞争对手调研时,没有对调研数据的来源、质量、有效性进行严格的检验,导致调研数据不准确、不可靠、不一致,影响了调研分析的正确性和有效性。另外,很多企业在进行竞争对手分析时,没有采用科学的分析方法和工具,没有考虑多种因素和场景,没有比较多种方案和结果,导致调研分析不客观、不全面、不深入,影响了调研建议的可行性和实用性。
解决方法:企业在进行竞争对手调研时,应该对调研数据进行严格的筛选和验证,确保调研数据的来源是可信的,质量是高的,有效性是长的,一致性是强的。企业可以通过多种方式,如对比、交叉、验证、更新等,提高调研数据的准确性和可靠性。企业在进行竞争对手分析时,应该采用科学的分析方法和工具,如SWOT分析、波特五力分析、价值链分析、战略地图等,对竞争对手进行系统的、结构的、逻辑的分析,考虑多种因素和场景,比较多种方案和结果,提高调研分析的客观性和全面性。
3. 调研结果不及时,调研反馈不有效
很多企业在进行竞争对手调研时,没有及时地将调研结果呈现给决策者和相关人员,导致调研结果失去了时效性和价值性,无法为决策提供及时的支持和指导。另外,很多企业在进行竞争对手调研时,没有有效地获取和处理调研反馈,导致调研结果无法得到验证和改进,无法为调研提供持续的优化和提升。
解决方法:企业在进行竞争对手调研时,应该及时地将调研结果呈现给决策者和相关人员,采用适合的形式和方式,如报告、汇报、讨论、演示等,突出调研的重点和建议,提高调研的影响力和说服力。企业在进行竞争对手调研时,应该有效地获取和处理调研反馈,主动地征求和倾听决策者和相关人员的意见和建议,及时地修正和完善调研结果,不断地提高调研的质量和水平。
3. epilogue
竞争对手调研是一项重要的市场调研活动,它可以帮助企业了解竞争环境,发现竞争优势和劣势,制定有效的竞争策略。然而,竞争对手调研也存在一些误区和常见问题,需要企业认识和避免,提高竞争对手调研的效果和价值。本文以尚普咨询的多年竞争对手调研经验为基础,总结了竞争对手调研的误区和常见问题,以及相应的解决方法和建议,希望能为企业提供参考和指导,帮助企业进行更好的竞争对手调研。
Consulting Services
economic database
See more>Brand Rankings
See more>Shangpu Consulting Group: Market Survey of Top Ten Brands of imported Fruits in January 2023
Shangpu Consulting Group: Market Research on Top Ten New Products of Electrical Appliances in December 2022
Shangpu Consulting Group: Market Survey of Top Ten Popular Brands in January 2023
Shangpu Consulting Group: Market Research on Top Ten Brands of Home Administration Cleaning in January 2023
On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "In-process Plastic Market Research Project in the Automotive Sector. The customer said: The project report completed by Shangpu Consulting in cooperation with our company is due to the wide range of projects and strong professional products. Thank you very much for the professional and detailed market research report of Shangpu Consulting. I look forward to cooperating again next time and wish Shangpu Consulting by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project of the Network Designated City Transport Company. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for "A Brand Sales Leading Research Project in the Water Purifier Industry. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
July 07, 2020, Shangpu Consulting received a satisfaction evaluation sheet from the customer's "Lithium Battery Enterprise Sales Strategy and Production Cost Research Project. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Coal Mine Tunnel Drilling Rig Market Share Proof Project. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from a customer for "A Brand in an Industry Leading Sales Research Project for Three Consecutive Years. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "China Bird's Nest Industry Market Ranking Research Project. The customer said: has cooperated many times, as always satisfied, also recommend to other enterprises cooperation. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for a hazardous waste treatment research project. The customer said: this is the organizational structure of the survey, the service process is very good, wish your company's consulting work is getting better and better, look forward to the next cooperation. I wish users a prosperous career, evergreen foundation!
On July 16, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the Shared Beauty Research Project. The customer said: The content of Phase I and Phase II is satisfactory, and we look forward to signing a long-term agreement in the later period. The research part of the country will continue to cooperate with your company. I wish users a prosperous career, evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project on the Organizational Structure of Two Liquor Production Enterprises. The customer said: This is an organizational structure survey, the service process is very good, looking forward to the next cooperation. I wish users a prosperous career, evergreen foundation!
Research Module | research content | ||||||
---|---|---|---|---|---|---|---|
Market research | Industry status | market capacity | Product Application | channel mode | Supply chain | market competition | Market Consulting |
Competitor Research | Enterprise background | Enterprise Finance | Sales Data | Market Strategy | Production Equipment | Supply Procurement | Technology R & D |
warehousing logistics | channel construction | Human Resources | Enterprise Strategy | ||||
User Research | Consumer Survey | consumption behavior attitude | Publicity/Promotion | Product Service | Brand Research | consumer characteristics | |
satisfaction survey | Employee satisfaction | user satisfaction | |||||
Market Entry Advisory | Macro Industry Research | competitive enterprise research | Downstream User Research | Channel Research | Due Diligence | Return on Investment | |
Floor module | Landing implementation recommendations | Long-term cooperation | |||||
Business investment due diligence | Target industry market investment value due diligence | Industry Benchmarking Enterprise Research | Target Enterprise Credit Assessment Report | Project investment due diligence | |||
industry planning | Market research | market access | development strategy | investment location | Acquisition and integration | IPO Fundraising | |
Credit Report | Basic information | Major Events | Production/Operation Network | enterprise scale | Operating strength | Financial strength | Legal risk |
Future business prediction | Overall credit rating | cooperative risk warning | |||||
Brand/Sales Proof | Market Share Proof | Market Share Proof | Proof of brand strength | Industry Proof | Specialized new proof | Proof of sales strength | Proof of technological leadership |
National/Global Status Certificate |
15 Year
Champ Consulting has been established for 15 years.
48 Intellectual Property Rights
Independent methodology
80% of the information comes from first-hand research.
118 Billionth
Self-built database 11.8 billion
Covering 1978 industries in China
0.1 billion new data per year
Industry Big Data Platform
118 +
Have a 300 team of professional consultants
Practical operation and management experience of top enterprises
88% of members have international PMP certificates
48 Item
Independent methodology
48 independent intellectual property rights
high-tech enterprise
Industry Big Data Platform
400-969-2866