From the perspective of consumer demand, the competitors of enterprises include desire competitors, parallel competitors, product form competitors and brand competitors.
(1) "Target competitors":
Refers to competitors who provide different products to meet different needs. If it is a TV manufacturer, then manufacturers of different products such as refrigerators, washing machines, carpets, etc. Is a voluntary competitor. How to encourage consumers to buy TV sets first, instead of buying other products first, is a competitive relationship.
(2) "Parallel competitors":
Refers to competitors who provide different products that can meet the same needs. For example, bicycles, motorcycles and cars can all be used as family transportation. There must be a competitive relationship between the producers and operators of these three products, and they will become their own parallel competitors.
(3) "Products form competitors":
Refers to competitors who produce the same product but offer different specifications, models and styles. "brand competitors" refers to competitors with the same products, specifications and models but different brands. In the same industry competition, the change of seller density, product difference and difficulty of entry are three aspects that need special attention. Seller density refers to the number of sellers operating in the same industry or similar goods. When the market demand is relatively stable, its quantity directly affects the market share of enterprises and the intensity of competition.
Product difference refers to the degree of difference of similar products produced by different enterprises in the same industry. Due to the differences, the products have their own characteristics and are different from each other, and there is actually a competitive relationship. Entry difficulty refers to the degree of difficulty a new enterprise encounters when trying to join an industry.
Competitive product analysis method:
(1) objective analysis:
That is, starting from competitors or market-related products, some angles that need to be investigated are delineated, so as to get the real situation. At this time, there is no need to add any personal judgment, but to speak with facts, mainly analyzing the market layout, product quantity, sales, operation and detailed functions of the products.
(2) Subjective analysis:
This is a conclusion close to user process simulation. For example, according to facts or personal feelings, we can list the advantages and disadvantages of the other store and the goods we sell, or the advantages and disadvantages of competitors competing with our products. This analysis mainly includes: user process analysis, product advantages and disadvantages, etc.
Refer to the above content: Baidu Encyclopedia-Competitive Product Analysis