1。 Identify your main competitors. 2. Website big data analysis
3. Website basic data analysis
4. Website content data analysis
5. Analysis of the popularity of website brand names
6. Analysis of website operators
Nine ways to collect competitor intelligence information?
The main methods of collecting competitor intelligence information are:
1, literature survey method
By collecting public publications, gray literature information and confidential literature information, competitor information can be obtained. These methods are as follows:
(1) Inquire and borrow books, periodicals, magazines, newspapers, government publications, industry publications, industry yearbooks, research reports and other literature information from public information service institutions such as public libraries, archives and information centers, and extract and copy information about competitors;
(2) Obtain competitor information by purchasing and obtaining official and unofficial publications related to the industry, subscribing to and browsing relevant newspapers, magazines and publications of industry associations;
(three) through the relevant departments to access public files, industrial and commercial enterprise registration information, performance reports of listed companies, competitor product introductions, enterprise recruitment advertisements;
(4) Obtain competitor information by purchasing credit investigation reports, industry research reports and competitive intelligence research reports produced by third-party organizations;
(5) Obtain various literature information such as competitor's publicity materials, product introductions and advertising materials. By participating in exhibitions, job fairs and seminars;
(6) Obtaining competitors' information by consulting relevant government departments (such as market supervision bureau), financial and securities market statistics and statutory information disclosure materials;
(7) Obtaining competitors' technological research and development information through patent literature retrieval. These methods are commonly used in competitor intelligence gathering.
2. Search engines and network databases
Internet information collection is one of the most convenient and effective ways for competitors to obtain information. Search engines are usually the first choice for Internet information collection. Using scientific search strategies, methods and technologies, and with the help of various search services provided by the network, we can find valuable information from the convenient, fast, wide-ranging and informative information ocean. Another important method of network intelligence collection is to use network database.
3. Tracking and monitoring methods for websites of competitor companies
Competitor's website is the most important source of competitor's information, and you can get competitor's intelligence information by browsing competitor's website frequently. In addition, you can also use various website information tracking and monitoring software to automatically monitor the website.
4. On-the-spot investigation and on-the-spot collection methods Field investigation and on-the-spot collection are the most important methods to collect competitive intelligence, and a lot of intelligence information cannot be obtained through open information sources, so special investigations are needed for specific intelligence needs. The investigation methods mainly include: field investigation, interview, distribution of questionnaires, collection of samples, etc.
What are the channels and methods of market research?
Abstract:? Market research is one of the things that entrepreneurs must do. Doing a good job in market research can effectively help entrepreneurs understand the market and formulate competitive strategies. 1, where to collect information and carry out market research, first of all, you should make clear which channels you can obtain market information.
Ordinary entrepreneurship? Market research is one of the things that entrepreneurs must do. Doing a good job in market research can effectively help entrepreneurs understand the market and formulate competitive strategies. 1, where to collect information and carry out market research, first of all, you should make clear which channels you can obtain market information.
The information channels of ordinary entrepreneurs include: mass media, such as newspapers, magazines, internet, books, audio-visual, television and radio, especially special publications and publications of magazines or publishing houses; Government statistics, monthly reports, bulletins, relevant research papers and reports, etc. ; Entrepreneurship guidance centers and employment guidance centers set up by relevant government agencies, especially the labor and social security departments; Trade associations, non-governmental organizations in the industry, such as clubs; Professional consulting and service companies; The investment inviting unit of the project; Various exhibitions and activities related to entrepreneurship; You should investigate the objects you know, such as your potential target customers and similar operators (competitors) and so on.
There are many ways to get the information market research you want, but for small entrepreneurs, the following research methods are more economical and effective: using the above information channels: collecting relevant information about projects, market analysis and so on from the media, relevant institutions, exhibition activities and other channels.
This research method has a wide range and comprehensive information, and it is also the most commonly used.
Field observation: do statistics. For example, you can count the traffic and customer consumption in or near the service operator's store.
Questionnaire survey: design a questionnaire to collect information. For example, you can conduct a questionnaire survey on the consumption intention of potential customers of a product. You can conduct a questionnaire survey through door-to-door visits, telephone calls, free activities, or random interviews in places where the target population is concentrated.
Telephone inquiry and consultation: You can directly call the operator or a competent department to learn about the relevant situation or policies and regulations.
Investigation visits and interviews: collecting and verifying information. This method is more effective when you investigate and verify a problem or situation in depth.
In order to achieve better results, it is best to make some preparations before the visit and interview, such as drafting a questionnaire.
Activity survey: organize activities that can attract the participation of target groups, such as valuable consultation, product demonstration or special lectures, and collect feedback information.
During the activity, questionnaires, random interviews or question discussions can be conducted.
What are the steps to investigate competitors?
Competitor analysis generally includes the following five contents and steps.
1. Identify the competitors of the enterprise. Identifying enterprise competitors must be analyzed from two aspects: market and industry.
2. Identify competitors' strategies.
3. Judge competitors' goals.
4. Evaluate the strengths and weaknesses of competitors.
5. Judge the reaction mode of competitors.
After determining the main competitors, business operators should ask: What does each competitor seek in the market? What is the motive of competitors' actions? At first, the operator speculated that all competitors were pursuing profit maximization and took various actions as the starting point. However, this assumption is too simple. Different enterprises pay attention to long-term interests and short-term interests. Some competitors tend to get "satisfactory" profits instead of "maximum profits". Although sometimes they may get more profits through some other strategies, they have their own profit goals, and they will be satisfied as long as they reach the established goals.
That is to say, although competitors care about the profits of their own enterprises without exception, they often do not regard profits as the only or primary goal. Behind the profit goal, the competitor's goal is a combination of a series of goals, each with its own emphasis. Therefore, it is necessary to understand the importance given by competitors to the current profitability, market share growth, capital flow, technology leadership, service leadership and other goals. Knowing the weighted target combination of competitors, we can know that competitors are not satisfied with the current financial situation, what kind of reaction they will make to various types of competitive attacks, and so on. For example, a competitor who pursues a low-cost leading position has a much stronger response to its competitors' cost reduction due to technological breakthroughs than to the same competitors' increased advertising.
Enterprises must follow the competitors' goal of entering the new product field. If it is found that competitors have opened up a new market segment, it may be a development opportunity for enterprises; If an enterprise finds that competitors are entering the market segments operated by the enterprise, it means that the enterprise will face new competition and challenges. For these market competition dynamics, if enterprises know all about them, they can take the initiative to make preparations.
How to fully grasp the competitors?
As the saying goes, know yourself and know yourself. Competitors can be divided into two categories: personal position or position competitors and competitors in the same industry.
Competitors in the same industry can mobilize employees, do a good job in market research and information feedback, have enough understanding of competitors' business strategies, have accurate analysis and judgment of competitors' products, services and customers, and know their ranking, market share and positioning in the same industry like the back of their hands.
Briefly describe the main contents of competitor survey?
It is necessary to analyze competitors from the following four aspects:
1, the objectives and strategies of competitors in each period.
2. Analysis of operating conditions and financial conditions.
3. Analysis of technical and economic strength.
4. Background analysis of leaders and managers. The purpose of competitor analysis is to understand competitors' information, development strategies and actions, so as to make the most appropriate response.