The concept and significance of 1. blank point analysis.

The competitor's blank spot refers to the customer demand that the competitor does not cover or meet in the market, which is an important basis for enterprises to seek differentiation and innovation. Competitor blank points can be divided into two types: potential blank points and dominant blank points. Potential gaps are needs that customers have not yet clearly expressed or realized, which require companies to tap and create through in-depth market research and creative thinking. A dominant blank point is a need that the customer has clearly expressed or is aware of, but that the competitor does not provide or does not provide well enough to require the company to meet and exceed through an optimized product or service.

Blanking point analysis is an effective method to help companies find and exploit competitors' blanks. The core idea of blank point analysis is to identify competitors' strengths and weaknesses, as well as market opportunities and threats, by comparing competitors' product or service characteristics with the demand characteristics of the target market, in order to identify competitors' gaps, as well as the direction of differentiation and innovation. White point analysis can help companies achieve the following goals:

Improve market sensitivity: blank point analysis can make enterprises pay more attention to market changes and customer needs, so as to improve market sensitivity, enhance market forecasting ability, seize market opportunities and avoid market risks.

Enhance competitive advantage: blank point analysis can make enterprises more clear about the advantages and disadvantages of competitors, so as to enhance competitive advantage, enhance competitiveness, seize market share and improve market position.

Promote product innovation: blank point analysis can make enterprises more creative, so as to promote product innovation, increase product differentiation, meet the individual needs of customers, improve customer satisfaction and loyalty.

Increase profitability: blank point analysis can make enterprises more efficient, thereby increasing profitability, reducing costs, increasing revenue, increasing profits, and achieving sustainable development.

The steps and methods of 2. blank point analysis.

The blank point analysis method includes the following four steps:

1) Identify competitors and target markets

The purpose of this step is to determine the scope and object of the analysis, I .e. to identify the competitors and target markets to be analyzed. A competitor is a direct or indirect competitor of an enterprise that provides similar or alternative products or services in the same or similar market. The target market refers to the market that the enterprise wants to enter or has entered, which is the potential or existing customers of the enterprise. There are several ways to identify competitors and target markets:

Market segmentation method: Market segmentation method refers to dividing the market into several relatively independent sub-markets according to the different characteristics of the market, and then selecting one or several of them as the target market. The characteristics of the market can include geographical characteristics, demographic characteristics, behavioral characteristics, psychological characteristics, etc. The advantage of market segmentation is that it allows companies to have a clearer understanding of the needs and characteristics of the target market and thus provide more appropriate products or services. The disadvantage of market segmentation is that it may ignore the opportunities and threats of other markets, as well as increase the cost and time of market research.

Market positioning method: Market positioning method refers to determining the position and image of a product or service in the market according to the different needs of the market, and then selecting the target market that matches it. The demand of the market can include functional demand, quality demand, price demand, emotional demand and so on. The advantage of the market positioning method is that it allows companies to highlight the advantages and characteristics of their products or services, thereby increasing market awareness and influence. The disadvantage of market positioning is that it may limit the diversity and innovation of a company's products or services, as well as increase the cost and risk of marketing.

Market selection method: Market selection method refers to evaluating and ranking the market according to its attractiveness and competitiveness according to different market conditions, and then selecting one or several of them as the target market. The situation of the market can include the size of the market, growth rate, profit margin, degree of competition, degree of risk, etc. The advantage of the market selection approach is that it allows companies to more objectively assess market opportunities and threats in order to select the most advantageous market. The disadvantage of the market selection method is that it may ignore the potential and changes in the market, as well as increase the complexity and difficulty of market analysis.

2) Collect and analyze competitors' product or service characteristics

The purpose of this step is to collect and analyze the characteristics of competitors' products or services, I .e. information on the functions, quality, prices, channels, promotions, services, etc. of competitors' products or services. There are several ways to collect and analyze the characteristics of competitors' products or services:

First-hand information method: First-hand information method refers to information obtained directly from competitors or the market, including competitors' official websites, promotional materials, product samples, price lists, sales data, customer feedback, etc. The advantage of the first-hand information method is that the authenticity and timeliness of the information is high, which can reflect the latest developments of competitors and the latest needs of the market. The disadvantage of the first-hand information method is that it is difficult and costly to obtain information and may be hindered and misled by competitors.

Second-hand information law: Second-hand information law refers to information obtained indirectly from other sources, including industry reports, market research, expert advice, media reports, online reviews, etc. The advantage of the second-hand information method is that it is easy and cheap to obtain information, which can reflect the overall trend of the market and the general opinions of customers. The disadvantage of the second-hand information method is that the authenticity and timeliness of the information are low, which may be affected by the bias and error of the information source.

Three-hand information method: Three-hand information method refers to the information obtained through its own analysis and reasoning, including competitor's strategic analysis, financial analysis, product analysis, market analysis, etc. The advantage of the third-hand information method is that the information is unique and innovative, which can reflect the enterprise's own capabilities and advantages. The disadvantage of the third-hand information method is that the accuracy and reliability of the information is low, which may be subject to the subjective and objective limitations of the enterprise.

3) Identify and evaluate competitor blank spots

The purpose of this step is to identify and evaluate the competitor's blank spots, I .e. the competitor's shortcomings and defects in the product or service characteristics, as well as the opportunities and threats in the market. There are several ways to identify and evaluate competitors' blank spots:

SWOT analysis: SWOT analysis refers to the analysis of competitors' strengths (Strengths), weaknesses (Weaknesses), opportunities (Opportunities) and threats (Threats) based on the characteristics of competitors' products or services, so as to determine the gaps of competitors. The advantage of SWOT analysis is that it can comprehensively analyze the internal and external environment of competitors, so as to find potential and obvious gaps in competitors. The disadvantage of SWOT analysis is that it may ignore the dynamic changes of competitors and judge the advantages and disadvantages of competitors too simply and subjectively.

KANO model method: KANO model method refers to the product or service characteristics are divided into basic characteristics (Must-be), expected characteristics (One-dimensional) and excitement characteristics (Attractive) according to the customer's satisfaction and importance to the product or service characteristics, so as to determine the gap of competitors. The advantage of the KANO model approach is that it allows you to analyze the characteristics of a competitor's product or service from the customer's point of view and thus identify potential and explicit gaps in the competitor's product or service. The disadvantages of the KANO model approach are that it may ignore the individual and diverse needs of customers, as well as being too complex and difficult to quantify in assessing customer satisfaction and importance.

Blue Ocean Strategy: Blue Ocean Strategy refers to the creation of a new market with no or little competition based on the characteristics of competitors' products or services, so as to determine the gap between competitors. The advantage of the blue ocean strategy method is that it can break through the limitations of the characteristics of the competitor's product or service, so as to find the potential and obvious blank spots of the competitor. The disadvantage of the blue ocean strategy method is that it may ignore the needs and competition of existing markets, and create new markets too risky and unrealistic.

4) Develop and implement a point blank strategy

The purpose of this step is to develop and implement a blank point strategy, I .e. to determine the direction of differentiation and innovation of one's own product or service, as well as the corresponding marketing strategy, based on the blank points of competitors. There are several ways to develop and implement a point blank strategy:

Value creation method: Value creation method refers to providing higher value to customers according to the blank spots of competitors, so as to realize differentiation and innovation. The advantage of value creation is that it can increase customer satisfaction and loyalty, thereby increasing market share and profits. The disadvantage of value creation is that it may increase costs and risks, as well as being imitated and counterattacked by competitors.

Value proposition method: Value proposition method refers to clearly express the value of their products or services to customers according to the blank spots of competitors, so as to realize differentiation and innovation. The advantage of the value proposition approach is that it can increase customer awareness and influence, thereby increasing market demand and sales. The disadvantage of the value proposition approach is that it may increase the cost and difficulty of marketing, as well as being questioned and resisted by customers.

Value delivery method: Value delivery method refers to the effective delivery of the value of their products or services to customers according to the blank spots of competitors, so as to achieve differentiation and innovation. The advantage of the value delivery method is that it can improve customer experience and trust, thereby increasing market reputation and recommend. The disadvantage of the value delivery method is that it may increase the cost and complexity of the service, as well as customer complaints and returns.

Case sharing 3. blank point analysis.

In order to better illustrate the specific application and effect of the blank point analysis method, this article will show the case sharing of the blank point analysis method through the consulting services provided by Champ Consulting for an automobile manufacturer.

An automobile manufacturer is a company specializing in the production of high-end cars and SUVs, facing fierce market competition and increasingly critical customer demand. In order to enhance its competitiveness and innovation, the company commissioned Shangpu Consulting to provide consulting services on blank point analysis. The consulting team at Champ & Co. used the following methods and procedures:

1) Identify competitors and target markets

The consulting team at Champ Consulting first identified the company's competitors and target markets. Competitors include well-known car brands at home and abroad, such as Audi, BMW, Mercedes-Benz, Volkswagen, Toyota, Honda and so on. The target market includes middle-and high-income people in China's first-and second-tier cities, as well as car consumers in overseas developed countries and regions.

2) Collect and analyze competitors' product or service characteristics

The consulting team at Champ Consulting collects and analyzes the characteristics of competitors' products or services through first-hand, second-hand and third-hand information methods. The characteristics of a competitor's product or service include the following:

Function: Function refers to the product or service can achieve the goal or solve the problem, is the core value of the product or service. Competitors' product or service functions mainly include power, control, safety, comfort, intelligence and so on.

Quality: quality refers to the quality and performance of products or services, is the basic guarantee of products or services. Competitors' product or service quality mainly includes durability, reliability, stability, consistency and so on.

Price: Price refers to the selling price and cost of a product or service and is an important factor in the product or service. The price of competitors' products or services mainly includes market pricing, cost structure, profit margin and so on.

Channel: Channel refers to the way in which a product or service is sold and distributed, and is an important way for a product or service. Competitors' product or service channels mainly include direct sales, agency, distribution, online sales and so on.

Promotion: Promotion refers to the promotion and publicity of products or services, which is an important means of products or services. The promotion of competitors' products or services mainly includes advertising, public relations, activities, word-of-mouth and so on.

Service: Service refers to the support and guarantee before, during and after the sale of a product or service, and is an important supplement to the product or service. Competitors' products or services mainly include consulting, test driving, warranty, maintenance, repair and so on.

3) Identify and evaluate competitor blank spots

The consulting team at Champ Consulting identified and evaluated competitor gaps through SWOT analysis, KANO model and blue ocean strategy. Competitor gaps include the following:

Potential blank spots: Potential blank spots are needs that customers have not yet clearly expressed or realized, and need to be explored and created through in-depth market research and creative thinking. The potential gaps for competitors include the following:

Environmental protection: Environmental protection refers to the impact and protection of products or services on the environment, and is the social responsibility of products or services. The performance of competitors' products or services in environmental protection is not satisfactory, and they do not make full use of new energy, energy saving and emission reduction, recycling and other technologies and measures, and fail to meet the potential needs of customers for environmental protection.

Personality: Personality refers to the differentiation and customization of products or services, and is the personalized needs of products or services. Competitors' products or services are not outstanding enough in terms of personality, do not fully meet the potential needs of customers for personality, and do not provide enough space and opportunities for choice and customization.

Sharing: Sharing refers to the sharing and interaction of products or services, which is the social demand of products or services. Competitors' products or services are not advanced enough in terms of sharing, do not make full use of tools and platforms such as the Internet, social media, and smart devices, do not meet the potential needs of customers for sharing, and do not provide sufficient channels and methods of communication and interaction.

Explicit blank point: Explicit blank point refers to the customer has clearly expressed or aware of the needs, but competitors do not provide or provide good enough, need to be optimized products or services to meet and exceed. The dominant white space of competitors mainly includes the following aspects:

Price: Price refers to the selling price and cost of a product or service and is an important factor in the product or service. The performance of competitors' products or services in terms of price is not reasonable enough, does not fully consider the customer's consumption ability and psychology, does not meet the customer's obvious demand for price, and does not provide sufficient cost performance and preferential policies.

Service: Service refers to the support and guarantee before, during and after the sale of a product or service, and is an important supplement to the product or service. The performance of competitors' products or services in terms of service is not perfect, does not pay enough attention to the needs and satisfaction of customers, does not meet the obvious needs of customers for services, and does not provide sufficient quality and speed.

Brand: Brand refers to the image and reputation of a product or service, and is an important identification of a product or service. Competitors' products or services in the brand performance is not strong enough, did not fully shape and spread their own brand image and value, did not meet the customer's explicit needs for the brand, did not provide enough trust and loyalty.

4) Develop and implement a point blank strategy

According to the blank spots of competitors, the consulting team of Shangpu consulting company has developed a blank spot strategy for the enterprise, that is, according to the blank spots of competitors, to determine the differentiation and innovation direction of their products or services, as well as the corresponding marketing strategy. The blank point strategy mainly includes the following aspects:

Environmental protection: The differentiation and innovation direction of the company's products or services in terms of environmental protection is to develop and launch more new energy vehicles, such as electric vehicles, hybrid vehicles, hydrogen energy vehicles, etc., and provide more energy-saving emission reduction, Recycling and other technologies and measures to improve the environmental performance of products or services and meet the potential needs of customers for environmental protection. The company's marketing strategy is to promote and showcase the environmental advantages and social responsibilities of its products or services through advertising, public relations, and activities, thereby increasing customer awareness and influence, and increasing market demand and sales.

Personality: The differentiation and innovation direction of the company's products or services in terms of individuality is to provide more choices and customized spaces and opportunities for products or services, such as different models, colors, configurations, functions, etc., and provide more Personalized services and experiences, such as exclusive consultants, test drives, maintenance, etc., thereby improving the degree of individualization of products or services, meet the potential needs of customers for personality. The company's marketing strategy is to allow customers to easily select and customize their products or services through tools and platforms such as websites, social media, and smart devices, thereby increasing customer participation and satisfaction, and increasing market reputation and recommend.

Sharing: The differentiation and innovation direction of the enterprise's products or services in sharing is to provide more channels and methods for sharing and interaction of products or services, such as car sharing, car communities, car competitions, etc., and to provide more opportunities for communication and cooperation with other customers and enterprises, such as car clubs, car exhibitions, car alliances, etc., so as to improve the sharing performance of products or services, meet the potential needs of customers for sharing. The company's marketing strategy is to allow customers to easily share and interact with their products or services through tools and platforms such as the Internet, social media, and smart devices, thereby improving customer experience and trust, and increasing market influence and loyalty.

Price: The differentiation and innovation direction of the enterprise's products or services in terms of price is to provide a more reasonable price and cost of the product or service, thereby improving the cost-effectiveness of the product or service and meeting the customer's explicit demand for price. The company's marketing strategy is to determine the appropriate market pricing through market research, cost analysis, profit forecasting, etc., so as to improve the customer's willingness and ability to buy, increase market demand and sales.

Services: The differentiation and innovation direction of the company's products or services in terms of services is to provide better pre-sale, in-sale and after-sale support and guarantees for products or services, thereby improving the service level of products or services and satisfying customers Explicit demand for service. The company's marketing strategy is to improve customer needs and satisfactory response speed and quality through consulting, test driving, warranty, maintenance, and repair, thereby improving customer experience and trust, and increasing market reputation and recommend.

Brand: the differentiation and innovation direction of the enterprise's products or services in terms of brand is to improve the image and reputation of their products or services, so as to improve the brand value of the products or services and meet the obvious needs of customers for the brand. The company's marketing strategy is to shape and disseminate its brand image and value through advertising, public relations, and activities, thereby increasing customer awareness and influence, and increasing market demand and sales.

After the consulting team of Shangpu Consulting Company provided the consulting service of blank point analysis method for the enterprise, the differentiation and innovation degree of the enterprise's products or services were significantly improved, the market competitiveness and innovation ability were also greatly enhanced, the market share and profit were also significantly improved, and the customer satisfaction and loyalty were also significantly improved, The effect of blank point analysis method has been highly recognized and praised by the enterprise.

4. Conclusion

The blank point analysis method is an effective method to help enterprises find and use the blank points of competitors to realize differentiation and innovation. The blank spot analysis method consists of the following four steps: 1) identifying competitors and target markets; 2) collecting and analyzing competitors' product or service characteristics; 3) identifying and evaluating competitors' blank spots; and 4) developing and implementing a blank spot strategy. The blank point analysis method can help enterprises to improve market sensitivity, enhance competitive advantage, promote product innovation and increase profitability. The case sharing of the blank point analysis method shows the specific application and effect of the blank point analysis method, and proves the practicality and effectiveness of the blank point analysis method.