Competitor research report method

Students in marketing or operation inevitably need to do research work to teach them to make research reports that their bosses like.

Step one. Self-orientation.

First, roughly determine your own positioning, product functions/services, and service targets.

Take Skyworth as an example:

Positioning: color TV king;

Product functions/services: household appliances such as TV equipment;

Service target: ordinary families.

Step two. Identify direct competitors.

Direct competitors based on product competition market.

For example, Skyworth TV's competitors include Konka and Sony. , are digital product equipment manufacturers, are purely for the people to provide color TV equipment, including soft screen, thin screen or curved screen is not very prominent difference.

Step three. Identify subversive competitors and alternative competitors.

Subversive competitors and alternative competitors in the competitive market based on user needs.

In the last example, for users, as early as 20 years ago, having a color TV at home was enough to envy neighbors. However, with the development of the Internet, users' demand for "convenience" has become increasingly strong, so Internet TVs such as Xiaomi TV and LeTV TV have introduced the mode of hardware+video platform, and imported massive content by virtue of hardware portal. Among them, Xiaomi TV is a subversive competitor of Skyworth TV.

According to the TV function, it is "entertainment watching video". Tencent video, iQiyi and other platforms can meet this demand, regardless of location. Among them, iQiyi is an alternative competitor of Skyworth TV.

Step four. Collect competitor information.

Information source 1: various media and news of competitors.

From official websites, Weibo, WeChat, Tik Tok and other media platforms.

Source 2: Use second-hand information.

Second-hand materials are data provided by authoritative organizations according to their investigation results, which are mainly used to collect and analyze information such as industry policies, user changes, technological evolution, and comparison of similar products. The following are commonly used authoritative information platforms.

IResearch _ Internet data information aggregation platform

/

Analysys international research report

/view/home.html

Internet data center-199IT

/

Forward-looking network search trend

look ahead

/

Source 3: Use data tools.

Search engine indexing platforms, such as Baidu Index and Weibo Index.

Wechat data platforms, such as New List, Qingbo Index and Watermelon Data.

Mobile application detection tools, such as Cheetah Think Tank, Kuchuan, iResearch app Index, Analysys Qian Fan Index, etc.

Source 4: User information.

Social media, forum discussion news, APP store comments (pay attention to screening advertisements), competitive product service evaluation, etc. , to help you understand the situation of competitors in the market.

Step 5: Output a reasonable research report.

In this part, we need to sort out the information according to the key points of each survey, and then output a reasonable survey report.

If it is to export competitors' product strategies, this branch will focus on selecting products by collecting information after determining various competitors, and understand their products, such as line width, product line length, product line tightness, product price, etc. Understand the sales channels and the proportion of each channel.

If you export the content strategy of the official account of competitor WeChat, the same method is adopted. After identifying competitors, you can learn more about the official account construction, content management, activity management, pink promotion strategy and cash-out methods of WeChat.

Each competitor's research report has a different focus. In the end, it is through the means of investigating competitors to achieve the purpose of understanding the market and competition, so as to be aware of it and prepare for opening up their own differentiated markets.

The above five steps can solve the needs of most people to do online competitor research.