Methods of 1. competitor research

The methods of competitor research can be divided into two main categories: active research and passive research. Active research refers to the active collection and analysis of competitors' information, including competitors' products, prices, channels, marketing, finance, organization, strategy and so on. Passive research refers to the use of information actively disclosed by competitors, such as official websites, news, reports, social media, etc., for analysis and evaluation. The difference between active research and passive research lies in the source and acquisition of information, but their purpose and content are the same, both to reveal the strength and movement of competitors, to find out the strengths and weaknesses of competitors, to predict the behavior and reactions of competitors, and to develop appropriate competitive strategies.

The methods of active research and passive research have their own advantages and disadvantages. The advantages of active research are the timeliness and accuracy of information, while the disadvantages are the cost and difficulty of obtaining information, which may involve legal and moral issues. The advantage of passive research is that it is less costly and difficult to obtain information, but the disadvantage is that it is less timely and accurate, and there may be misleading and concealment by competitors. Therefore, when conducting competitor research, enterprises should choose the appropriate method according to their own goals and resources, or use a combination of methods to achieve the best results.

Tips for 2. competitor research

Competitor research techniques include the following:

Determine the scope and level of competitors. The scope and level of competitors is not fixed, but changes with the changes of the market and the development of enterprises. According to their own positioning and objectives, enterprises should identify their direct competitors, indirect competitors and potential competitors, as well as their priorities and importance, so as to conduct targeted research and analysis.

Select the appropriate analysis framework and tools. Analytical frameworks and tools are the guidance and support for competitor research, which can help companies systematically collect, organize, analyze and present competitor information, revealing the characteristics and patterns of competitors from different angles and dimensions. Commonly used analytical frameworks and tools include SWOT analysis, Porter's five forces analysis, value chain analysis, strategic group analysis, competitive map analysis, etc.

Pay attention to changes and trends of competitors. The information of competitors is not static, but dynamic. It will change with the changes of the market and the behavior of competitors. Enterprises should continuously monitor and track the changes and trends of competitors, such as competitors' new products, new services, new channels, new marketing, new cooperation, new strategies, etc., as well as competitors' performance and feedback, such as competitors' sales, market share, profit, satisfaction, loyalty, reputation, etc., so as to timely adjust their competitive strategies, seize opportunities and meet challenges.

Assess the strengths and weaknesses of competitors and threat opportunities. Competitor information is not an end, but a means, and its value lies in helping companies assess competitors' strengths and weaknesses and threat opportunities in order to develop effective competitive strategies. Enterprises should compare and analyze the differences and similarities between themselves and their competitors from their own perspective, find out their own competitive advantages and disadvantages, as well as the threats and opportunities of competitors, so as to determine their own competitive goals and directions, and choose appropriate competitive strategies, such as differentiation strategy, focusing strategy, cost leadership strategy, etc.

3. Competitor Research Cases

There are many cases investigated by competitors. Here are only a few simple examples for reference.

Shangpu Consulting once conducted competitor research for an automobile manufacturer to help it understand the competitor's product, price, channel, marketing, finance, organization, strategy and other information, as well as the competitor's advantages and disadvantages and threat opportunities. Shangpu Consulting adopts a variety of methods, such as interview, questionnaire, observation, experiment, network, literature, etc., collects a large number of first-hand and second-hand data, and then uses SWOT analysis, Porter's five forces analysis, value chain analysis, strategic group analysis, competition map analysis and other tools to carry out in-depth analysis and evaluation, and finally puts forward targeted competitive strategy suggestions, such as improving product quality and innovation, expand market coverage and penetration, strengthen brand image and loyalty, optimize cost structure and profitability, enhance organizational capabilities and synergies, seize opportunities in emerging markets and technologies, and respond to changes in policy and environment.

Shangpu Consulting once conducted competitor research for an e-commerce platform to help it understand competitors' users, suppliers, partners, platform functions, operating models, profit models, development strategies, etc., as well as competitors' strengths and weaknesses And threat opportunities. Shangpu Consulting adopts a variety of methods, such as web crawler, social media analysis, user comment analysis, data mining, machine learning, etc., collects a large amount of data, and then uses competitive map analysis, value network analysis, platform ecological analysis, business model canvas and other tools to conduct a comprehensive analysis and evaluation, and finally puts forward targeted competitive strategy suggestions, such as improving user experience and satisfaction, expand the diversity and quality of suppliers and partners, increase the differentiation and added value of platform functions and services, optimize the efficiency and sustainability of operating models and profit models, formulate clear and flexible development strategies and goals, and seize society And technological trends and opportunities, respond to legal and competitive challenges and risks, etc.

Shangpu Consulting once conducted competitor research for a medical device company to help it understand competitors' products, technologies, patents, markets, customers, channels, marketing, R & D, strategy and other information, as well as competitors' advantages and disadvantages and threat opportunities. Shangpu Consulting adopts a variety of methods, such as patent analysis, technical analysis, market analysis, customer analysis, channel analysis, marketing analysis, R & D analysis, strategic analysis, etc., to collect a wealth of data, and then uses SWOT analysis, Porter's five forces analysis, value chain analysis, strategic group analysis, competitive map analysis and other tools to carry out accurate analysis and evaluation, and finally puts forward targeted competitive strategy suggestions, such as improving product performance and safety, protecting the advantages and rights of technology and patents, expanding the scale and share of markets and customers, establishing channels and marketing advantages and cooperation, strengthening R & D investment and innovation, formulating clear and implemented strategies and goals, seizing medical and technological opportunities and needs, and responding to regulatory and ethical requirements and responsibilities.