Shangpu Consulting: Necessary Conditions and Advantages of National Manufacturing Individual Champion Proof-Shangpu Consulting Company

Your location:Home Page > About Us > Expert opinion > Competitor Research > Liu Fan >

A Practical Guide to Competitor Analysis: How to Develop an Effective Scheme

2024-07-18 16:18:37 来源：尚普咨询浏览量：0

一、竞争对手分析的目的

竞争对手分析的主要目的有以下几点：

了解竞争对手的基本情况，如规模、历史、文化、组织结构、财务状况、产品线、技术水平、市场地位、品牌形象等；

评估竞争对手的核心竞争力，如资源、能力、优势、劣势、价值主张、盈利模式、成本结构、风险因素等；

分析竞争对手的竞争策略，如目标市场、目标客户、定位、差异化、渠道、价格、促销、创新、合作、收购等；

预测竞争对手的未来动向，如发展趋势、增长潜力、市场机会、市场威胁、战略变化、新产品推出等；

寻找自身的竞争优势和差异化策略，如填补市场空白、满足客户需求、提供更好的产品或服务、降低成本或提高效率、创造更高的价值或利润、建立更强的品牌或忠诚度等。

二、竞争对手分析的方法

There are several main methods of competitor analysis:

SWOT分析法：SWOT分析法是一种常用的战略分析工具，它将竞争对手的内部环境（优势Strengths和劣势Weaknesses）和外部环境（机会Opportunities和威胁Threats）进行综合分析，从而识别竞争对手的优劣势和机遇威胁，为制定竞争策略提供参考。

4P分析法：4P分析法是一种常用的市场营销分析工具，它将竞争对手的市场营销组合（产品Product、价格Price、渠道Place和促销Promotion）进行分析，从而了解竞争对手的市场表现和市场策略，为制定市场营销策略提供参考。

波特五力分析法：波特五力分析法是一种常用的行业分析工具，它将行业中的五种竞争力量（产业竞争对手、潜在进入者、替代品、供应商和买方）进行分析，从而评估行业的竞争程度和盈利能力，为制定行业策略提供参考。

其他分析法：除了以上三种常用的分析法，还有一些其他的分析法，如价值链分析法、资源基础理论、VRIO分析法、战略群分析法、波士顿矩阵法、生命周期分析法等，可以根据不同的分析目的和分析对象选择适合的分析法。

三、竞争对手分析的步骤

The general steps for competitor analysis are as follows:

确定竞争对手：竞争对手是指在同一市场上提供相同或类似产品或服务的企业，可以根据不同的标准进行划分，如产品类别、市场份额、地理位置、客户群等，选择最具代表性和竞争性的竞争对手进行分析。

收集信息：信息是竞争对手分析的基础，可以通过多种渠道和方式进行收集，如网络搜索、行业报告、媒体报道、客户反馈、市场调研、神秘顾客、竞争对手的官方网站、社交媒体、招聘信息、财务报告、专利申请等，收集尽可能多的相关信息，以便进行深入的分析。

分析信息：分析信息是竞争对手分析的核心，可以根据不同的分析方法和分析框架进行分析，如SWOT分析法、4P分析法、波特五力分析法等，从不同的角度和维度对竞争对手进行全面的评估和比较，找出竞争对手的优势和劣势，机会和威胁，策略和动向等。

制定方案：制定方案是竞争对手分析的目的，根据分析的结果，制定相应的方案，如产品方案、市场方案、投资方案等，以提高自身的竞争优势和差异化，抓住市场机会和应对市场威胁，增加市场份额和盈利能力，实现企业的战略目标。

四、竞争对手分析的工具

The main tools for competitor analysis are the following:

竞争对手分析模板：竞争对手分析模板是一种用于记录和展示竞争对手分析结果的工具，可以采用表格、图表、矩阵等形式，将竞争对手的基本信息、核心竞争力、竞争策略、优劣势、机遇威胁等内容进行整理和呈现，以便进行对比和总结。

竞争对手分析软件：竞争对手分析软件是一种用于收集和分析竞争对手信息的工具，可以通过网络爬虫、人工智能、大数据等技术，自动获取竞争对手的网站流量、Keywords排名、社交媒体活动、客户评价、市场趋势等数据，进行可视化和智能化的分析，提供洞察和建议。

竞争对手分析案例：竞争对手分析案例是一种用于展示竞争对手分析的实际应用和效果的工具，可以通过具体的企业或行业的实例，说明如何进行竞争对手分析，以及根据竞争对手分析的结果制定的方案和措施，以及取得的成果和收益。

五、竞争对手分析的案例

本文以尚普咨询为例，展示如何对其主要竞争对手进行分析，并给出一些建议和方案。

尚普咨询是一家全球领先的管理咨询公司，提供战略、运营、组织、数字、技术、人力资源等方面的咨询服务，服务于各个行业和领域的客户，帮助客户解决最复杂的挑战，实现卓越的业绩。尚普咨询的愿景是成为最受尊敬的咨询公司，为客户、员工和社会创造持久的价值。

尚普咨询的主要竞争对手有以下几家：

麦肯锡公司（McKinsey & Company）：麦肯锡公司是世界上最大的管理咨询公司，也是最知名的咨询公司之一，提供战略、组织、运营、数字、分析、功能等方面的咨询服务，服务于各个行业和领域的客户，拥有全球最广泛的知识网络和最优秀的人才队伍，以其高质量的服务和高端的客户而闻名。

波士顿咨询集团（Boston Consulting Group，BCG）：波士顿咨询集团是世界上最著名的战略咨询公司之一，提供战略、运营、组织、数字、技术、创新等方面的咨询服务，服务于各个行业和领域的客户，以其创造性的思维和创新性的解决方案而闻名，是战略咨询领域的领导者和颠覆者。

贝恩咨询公司（Bain & Company）：贝恩咨询公司是世界上最具影响力的管理咨询公司之一，提供战略、运营、组织、数字、私募股权等方面的咨询服务，服务于各个行业和领域的客户，以其实战性的方法和卓越的成果而闻名，是私募股权领域的领导者和专家。

对于尚普咨询来说，以上三家咨询公司都是其最强劲的竞争对手，也是其最重要的参照对象。为了更好地了解和应对这些竞争对手，尚普咨询需要对它们进行系统的竞争对手分析，以便找出自身的优势和劣势，机会和威胁，以及制定相应的方案和措施。

为了简化分析过程，本文采用SWOT分析法对尚普咨询的三大竞争对手进行分析，结果如下：

竞争对手优势劣势机会威胁

麦肯锡公司品牌知名度高，客户忠诚度高，服务质量高，人才储备充足，知识网络广泛，业务覆盖全面，创新能力强价格高昂，竞争激烈，声誉受损，管理层动荡，员工流失率高，项目风险高数字化转型，新兴市场，新业务领域，社会责任，合作伙伴其他咨询公司，新兴咨询公司，客户需求变化，政治经济环境变化，法律法规限制

波士顿咨询集团战略思维领先，创新能力强，解决方案独特，客户满意度高，人才培养优秀，企业文化开放，业绩增长稳定规模相对较小，业务覆盖相对较窄，竞争激烈，人才流失率高，项目风险高数字化转型，新兴市场，新业务领域，社会责任，合作伙伴其他咨询公司，新兴咨询公司，客户需求变化，政治经济环境变化，法律法规限制

贝恩咨询公司实战性方法强，成果导向强，客户忠诚度高，人才培养优秀，企业文化友好，私募股权领域专业规模相对较小，业务覆盖相对较窄，竞争激烈，人才流失率高，项目风险高数字化转型，新兴市场，新业务领域，社会责任，合作伙伴其他咨询公司，新兴咨询公司，客户需求变化，政治经济环境变化，法律法规限制

根据以上的分析结果，尚普咨询可以得出以下的Conclusionand recommendations:

尚普咨询的三大竞争对手都有着强大的品牌影响力、高质量的服务水平、优秀的人才队伍和创新的解决方案，是尚普咨询的最大的挑战和威胁，尚普咨询需要不断提升自身的核心竞争力，以保持在咨询行业的领先地位。

尚普咨询的三大竞争对手也有着各自的劣势和风险，如价格高昂、声誉受损、管理层动荡、业务覆盖较窄等，这些都是尚普咨询的机会和优势，尚普咨询需要充分利用这些机会和优势，以提高自身的市场份额和客户满意度。

尚普咨询的三大竞争对手也面临着同样的市场机会和威胁，如数字化转型、新兴市场、新业务领域、社会责任、合作伙伴、客户需求变化、政治经济环境变化、法律法规限制等，这些都是尚普咨询的挑战和威胁，尚普咨询需要及时应对这些挑战和威胁，以保持在咨询行业的领先地位。

根据以上的竞争对手分析，尚普咨询可以制定以下的方案和措施：

提高服务质量和效率，提供更有价值和更有影响力的咨询服务，满足客户的不同需求和期望，提高客户的忠诚度和满意度，增加客户的转化率和留存率，扩大客户的规模和范围，提高市场份额和盈利能力。

加强人才培养和激励，吸引和留住最优秀的人才，提供更多的学习和发展的机会，建立更强的团队合作和沟通，提高员工的能力和素质，提高员工的幸福感和归属感，降低员工的流失率和离职率，提高员工的效率和创造力。

加强创新能力和研发投入，开发和推出更多的新产品和新服务，满足市场的新需求和新趋势，提供更多的差异化和定制化的解决方案，提高自身的竞争优势和差异化，抢占市场的先机和机会，提高市场的认知度和影响力。

加强社会责任和品牌形象，积极参与和支持社会的公益和慈善活动，提高自身的社会价值和社会影响，提高社会的信任度和尊重度，提高自身的品牌知名度和品牌美誉度，提高自身的品牌忠诚度和品牌优势。

加强合作伙伴和网络关系，积极寻找和建立与其他企业和机构的合作关系，提高自身的资源和能力，提高自身的渠道和覆盖，提高自身的市场和行业地位，提高自身的合作价值和合作效果。

Consulting Services

economic database

Brand Rankings

User evaluation

Champu Consulting-Market Research & Consulting China Pioneer

immediate consultation

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!

In the field of consulting, Champ Consulting can also provide you with the following services:

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
Competitor Research	warehousing logistics	channel construction	Human Resources	Enterprise Strategy
User Research	Consumer Survey	consumption behavior attitude	Publicity/Promotion	Product Service	Brand Research	consumer characteristics
User Research	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
Market Entry Advisory	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
Credit Report	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
Brand/Sales Proof	National/Global Status Certificate

Service advantages

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise

Focus on production and research

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.
massive data

118 Billionth

Self-built database 11.8 billion

Covering 1978 industries in China

0.1 billion new data per year

Industry Big Data Platform
Research Team

118 +

Have a 300 team of professional consultants

Practical operation and management experience of top enterprises

88% of members have international PMP certificates
Intellectual Property

48 Item

Independent methodology

48 independent intellectual property rights

high-tech enterprise

Industry Big Data Platform

Customer Evaluation

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise