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2024-07-18 16:18:39 来源:尚普咨询 浏览量:0
Significance and purpose of 1. competitor research
竞争对手调研是指对与企业在同一市场或行业中存在竞争关系的其他企业的情况进行系统的收集、分析和评价的过程。竞争对手调研的意义和目的主要有以下几点:
了解竞争环境。竞争对手调研可以帮助企业了解市场的规模、结构、趋势、需求、机会和威胁,以及竞争对手的数量、类型、规模、地位、优势和劣势,从而判断自身在市场中的位置和竞争力。
识别竞争优势。竞争对手调研可以帮助企业发现自身和竞争对手的优势和劣势,以及潜在的差异化和优化点,从而制定有针对性的竞争战略,提升自身的核心竞争力。
制定有效的战略和决策。竞争对手调研可以帮助企业预测竞争对手的动向和行为,以及对自身的影响,从而制定适应市场变化的战略和决策,如产品开发、价格策略、渠道选择、营销推广、合作伙伴等。
二、竞争对手调研的方法和策略
竞争对手调研是一个复杂的系统工程,需要运用多种方法和策略,才能有效地收集、分析和利用竞争情报。本文以尚普咨询公司为例,介绍了竞争对手调研的方法和策略,包括以下几个方面:
确定调研对象和范围。尚普咨询公司是一家专业从事行业研究、市场调研、投融资咨询、IPO上市咨询的机构,其竞争对手主要包括同类的咨询公司,如易观、艾瑞、赛迪、零点、麦肯锡、波士顿等,以及部分的行业协会、研究院、投资机构等。尚普咨询公司需要根据自身的业务领域和目标市场,选择最具代表性和竞争力的竞争对手进行调研,如根据知名度、市场份额、行业地位、客户满意度等标准进行筛选和排序。
分解调研对象,划分调研维度。竞争对手调研需要对调研对象进行剖析和划分,以便更细致地了解竞争对手的情况。尚普咨询公司可以采用“关联法”和“多维度划分法”进行调研对象的分解。所谓的“关联法”指的是把与调研对象相关联的所有角色都找出来,并依次进行调研,如上游供应商、中游企业自身、下游合作客户、终端消费者等。所谓的“多维度划分法”指的是适用于若干个调研方向的多维度划分方法,如时间维度、产品维度、价格维度、渠道维度、推广维度、品牌维度、财务维度、人力维度、技术维度、风险维度等。
调动一切资源,多渠道收集数据。竞争对手调研需要收集大量的数据,这需要调动一切可利用的资源,采用多种渠道进行数据的获取。尚普咨询公司可以利用以下几种渠道收集数据:一是公司内部资源共享,如利用公司已有的数据库、报告、案例、经验等;二是自身人脉引荐,如利用自己或同事的关系网,联系行业内的专家、同行、客户等;三是线下商户引荐,如通过实地走访、电话访问、问卷调查等方式,获取竞争对手的线下商户的信息;四是竞对公司面试,如通过应聘竞争对手的职位,深入了解竞争对手的内部情况;五是竞对官网热线,如通过浏览竞争对手的官方网站,或拨打竞争对手的客服热线,获取竞争对手的公开信息;六是招聘网站电话,如通过查看竞争对手的招聘信息,或拨打竞争对手的招聘电话,获取竞争对手的人力资源情况;七是内部员工微博、博客、脉脉、领英、知乎、贴吧、微信公众号等,如通过关注竞争对手的内部员工在社交媒体上的动态,获取竞争对手的内部动态和员工心态。
忌蜻蜓点水式调研,深入分析和利用数据。竞争对手调研不仅仅是收集数据的过程,更重要的是分析和利用数据的过程。尚普咨询公司需要避免蜻蜓点水式的调研,而要深入分析和利用数据。
三、竞争对手调研的难点和应对
竞争对手调研虽然有着重要的意义和目的,但也面临着诸多的难点和挑战,如信息的获取、分析和利用,以及市场的变化和不确定性。本文以尚普咨询公司为例,介绍了竞争对手调研的难点和应对,包括以下几个方面:
信息的获取难点。竞争对手调研的第一个难点是如何获取有效的信息,因为竞争对手往往不愿意公开或透露自己的情况,或者故意发布虚假或误导性的信息,以防止被竞争者窥探或模仿。尚普咨询公司的应对策略是:一是多渠道收集信息,如上文所述,利用公司内部资源、自身人脉、线下商户、竞对公司面试、竞对官网热线、招聘网站电话、内部员工微博等渠道,获取竞争对手的信息;二是多角度验证信息,如通过与不同的信息来源进行交叉比对,或者通过与自身或行业的数据进行对比,或者通过与专家或同行的意见进行对照,来验证竞争对手的信息的真实性和有效性。
信息的分析难点。竞争对手调研的第二个难点是如何分析有效的信息,因为竞争对手的信息往往是零散的、复杂的、动态的、模糊的,需要进行系统的整理、归纳、分析和评价,以形成有价值的竞争情报。尚普咨询公司的应对策略是:一是多方法分析信息,如上文所述,利用对比分析法、SWOT分析法、波特五力分析法、价值链分析法、战略地图分析法等方法,对竞争对手的信息进行分类、评价、解释和推断;二是多维度分析信息,如上文所述,利用关联法和多维度划分法,对竞争对手的信息进行剖析和划分,以便更细致地了解竞争对手的情况。
信息的利用难点。竞争对手调研的第三个难点是如何利用有效的信息,因为竞争对手的信息只有转化为实际的行动和结果,才能体现出竞争对手调研的价值和意义。尚普咨询公司的应对策略是:一是制定有效的战略和决策,如根据竞争对手的信息,制定有针对性的产品开发、价格策略、渠道选择、营销推广、合作伙伴等战略和决策,以提升自身的竞争力和市场份额;二是建立有效的反馈和调整机制,如根据竞争对手的信息,建立定期的监测和评估体系,以及灵活的调整和优化机制,以适应市场的变化和不确定性。
Conclusion
竞争对手调研是市场调研的重要组成部分,旨在了解竞争环境和竞争优势,为企业制定有效的战略和决策提供依据。然而,竞争对手调研也面临着诸多的难点,如信息的获取、分析和利用,以及市场的变化和不确定性。本文以尚普咨询公司为例,介绍了竞争对手调研的方法和策略,以及如何应对竞争对手调研的挑战,提高竞争对手调研的效果和价值。希望本文能够对尚普咨询公司的竞争对手调研有所帮助和启发。
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