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Champ Consulting: How to develop an effective competitive strategy through competitor research?

2024-07-18 16:19:01  来源:尚普咨询  浏览量:0

一、竞争对手调研的重要性

在市场经济中,竞争是不可避免的,企业要想在激烈的竞争中生存和发展,就必须了解自己的竞争对手,找出自己的优势和劣势,制定合适的竞争策略,以争取更多的客户和利润。竞争对手调研就是一种有效的工具,可以帮助企业实现以下目的:

识别和界定竞争对手:竞争对手不仅包括直接竞争对手,也包括潜在竞争对手、替代品竞争对手、供应商竞争对手和买方竞争对手等。通过竞争对手调研,可以确定自己所面临的竞争对手的范围和类型,以及他们的规模、地位、目标和动机等。

分析和评估竞争对手的优劣势:通过竞争对手调研,可以收集和分析竞争对手的各种信息,如企业概况、发展历程、竞争战略、核心竞争力、企业文化、品牌表现、产品策略、渠道策略、价格策略、促销策略等。通过对比和评估,可以找出竞争对手的优势和劣势,以及自己相对于竞争对手的优势和劣势,从而确定自己的竞争地位和差异化优势。

预测和应对竞争对手的动态和行为:通过竞争对手调研,可以监测和跟踪竞争对手的动态和行为,如新产品的推出、市场的拓展、价格的变动、促销的活动、合作的伙伴、投资的项目等。通过分析竞争对手的动态和行为,可以预测竞争对手的意图和目标,以及对自己的影响和威胁,从而及时做出应对和调整,抢占先机和机会。

Methods and procedures for 2. competitor research

竞争对手调研的方法和步骤可以分为以下四个阶段:

第一阶段:确定竞争对手调研的目的和范围。在这个阶段,要明确竞争对手调研的目的是什么,是为了制定整体的战略,还是为了解决某个具体的问题;要确定竞争对手调研的范围是什么,是针对整个行业,还是针对某个细分市场;要选择竞争对手调研的对象是谁,是所有的竞争对手,还是重点关注的竞争对手。

第二阶段:收集竞争对手的信息。在这个阶段,要利用各种渠道和手段,收集竞争对手的信息,包括一手信息和二手信息。一手信息是指直接从竞争对手或相关人员处获取的信息,如通过访谈、问卷、观察、试购等方式;二手信息是指从公开的或间接的来源获取的信息,如通过网络、媒体、数据库、报告、展会、协会等方式。收集信息的原则是尽可能多、全、准、新,同时要注意信息的合法性和道德性,避免侵犯竞争对手的合法权益和商业秘密。

第三阶段:分析和评价竞争对手的信息。在这个阶段,要对收集到的竞争对手的信息进行整理、归纳、分类、比较和评价,以找出竞争对手的优劣势、战略、能力、动态和预期等。分析和评价竞争对手的信息的方法有很多,如SWOT分析、波特五力分析、价值链分析、战略群分析、市场共同体分析等。分析和评价竞争对手的信息的原则是客观、理性、系统、深入,同时要注意信息的有效性和可靠性,避免片面、主观、误导和偏差。

第四阶段:制定和实施竞争策略。在这个阶段,要根据竞争对手调研的结果,制定和实施适合自己的竞争策略,以提升自己的竞争力和市场份额。制定和实施竞争策略的方法有很多,如成本领先策略、差异化策略、聚焦策略、攻击策略、防御策略、联盟策略等。制定和实施竞争策略的原则是符合自己的目标、能力和资源,同时要注意竞争策略的灵活性和创新性,避免僵化、模仿和跟风。

三、尚普咨询的竞争对手调研案例

尚普咨询是中国知名的独立第三方行研与投融资咨询机构,致力于为企业战略决策提供专业解决方案。尚普咨询的主要业务包括市场调研、投资咨询和IPO咨询。尚普咨询的竞争对手调研案例如下:

确定竞争对手调研的目的和范围:尚普咨询的竞争对手调研的目的是为了制定2024年的战略规划和业务拓展,竞争对手调研的范围是中国的行研与投融资咨询市场,竞争对手调研的对象是尚普咨询的主要竞争对手,如易观、零点、麦肯锡、德勤等。

收集竞争对手的信息:尚普咨询通过各种渠道和手段,收集了竞争对手的信息,包括企业概况、业务范围、市场份额、客户群体、收入规模、利润水平、成本结构、人员规模、人才培养、技术创新、品牌形象、合作伙伴、社会责任等方面的信息。

分析和评价竞争对手的信息:尚普咨询通过SWOT分析、波特五力分析、价值链分析、战略群分析等方法,对收集到的竞争对手的信息进行了分析和评价,找出了竞争对手的优劣势、战略、能力、动态和预期等。例如,尚普咨询发现,易观的优势是在互联网行业有较强的专业性和影响力,劣势是在其他行业的覆盖度和深度不足;零点的优势是在数据分析和挖掘方面有较高的技术水平和创新能力,劣势是在市场推广和品牌建设方面不够积极;麦肯锡的优势是在全球范围内有广泛的客户资源和知名度,劣势是在中国市场的本土化和适应性不强;德勤的优势是在财务和审计方面有丰富的经验和权威性,劣势是在市场调研和投资咨询方面不够专业和深入等。

制定和实施竞争策略:尚普咨询根据竞争对手调研的结果,制定和实施了以下竞争策略:

成本领先策略:尚普咨询通过优化成本结构,提高运营效率,降低服务价格,吸引更多的中小型客户,提高市场份额和利润率。

差异化策略:尚普咨询通过提供定制化、专业化、高质量的服务,满足不同客户的个性化需求,提高客户的忠诚度和满意度,增强品牌的影响力和美誉度。

聚焦策略:尚普咨询通过专注于自己擅长的领域,如新能源、生物医药、人工智能等,打造自己的核心竞争力,形成自己的特色和优势,抢占市场的高端和高增长的细分市场。

联盟策略:尚普咨询通过与其他机构或个人进行合作或联合,如与高校、研究院、行业协会、专家学者等,拓展自己的信息资源和知识储备,提升自己的服务水平和创新能力,扩大自己的市场覆盖和影响力。




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