Talk about the competition analysis (3) ????Competitor information collection and analysis system application is to establish its purpose and key. First, the system can systematically collect, record and analyze competitor data and information, and to maintain continuously updated status. In order to make good use of the system, the enterprise must set up a high-level panel composed of managers, periodic analysis of information systems research. In the enterprise development strategies, in addition to the necessary industry analysis, the competitor information acquisition and analysis systems will become a strategic business decision-makers to develop an important auxiliary tool. Use it, the actual decision-makers can take the competition competitors do you expect their behavior and actions to be taken to be compared, and the prompt decision-making on what actions competitors to focus on. It goes without saying that these should be business confidential information must not fall into the hands of competitors, or competitor of the system will be cast target false information. ????2. Analysis Introduction ????Information available, the conduct competitor analysis becomes an important part of the system applications. Competitor analysis and essentially the same general business analysis, but analysis of the main competitors, the analytical tools no difference, for example, we are familiar with Porter's five forces analysis, BCG Matrix analysis. The following brief analysis of several methods for competitors. ????1) The combination of matrix analysis ????Portfolio matrix analysis to understand the basic purpose is to allow enterprises of all its operational activities, the business relationship and to help companies Juedingtouzi Yu Na Xie business, which business cash cow Xing Zhu Yu, Er what business Xuyaochushou and what needs to close. ????The size of the circle diagram above on behalf of the business income scale. Can be seen that the market prospects of good business two, but market share is currently the company's "cash machine", a company should invest sufficient funds to maintain the normal operation of the business, so that enterprises have the ability to use the business The current market share of business to earn as much as possible in cash. 1 business prospects in the market share of poor and low status, then businesses need to consider the success of the business, even if that success, but also in human and material resources to be put on the careful consideration. Maybe give up the business is more suitable choice. Business 5 in the market share of high and great market potential, but it is the business of "cash hungry" type business, Ji Xu ×¢Èë considerable financial resources to develop Gaixiang business and make it the market leader and Neng as soon as possible return. 4 Although the business has good market prospects, but market share is low. At this time, policy makers should decide whether to continue the business as soon as possible or to give up. Because, to obtain a higher market share, companies must commit to the appropriate fund, or passage of time, when the market leader for more market share, the company will be in the market this business in a more disadvantaged position. Matrix of the other representatives of a business location competition in the market with different degrees of market share and market prospects. Combined matrix France help enterprises conduct business choice decisions O'clock, for example through analysis can understand the business of acquisitions and strategic alliances Zhanlue would Shi business position in the market what changes occur; business Queding to huge investments in the "cash hunger "type operations exceeds the number of Bu Zhiyu" cash machine "-type business capabilities. ????Portfolio analysis matrix will also help enterprises to consider the timing of implementation of the strategy. For example, in a rapidly developing industry, an enterprise has one or two countries occupy a favorable market share, and considering a global expansion plan. The combined matrix analysis revealed that, if they lose the opportunity for more than their competitors, companies will be at a devastating disadvantage, will no longer catch up with rivals; if the investment too large or too risky to consider the sale of the company items of business prospects to recover cash, or through other form of expansion, such as the establishment of strategic alliances. ????A combined method of matrix analysis of the role of competitor analysis is, first of all determine the Meige Jingzhengduishou Zai matrix and location information, and with the company's position ±¾ be compared in order to see which ¾ºÕù¶ÔÊÖ Jing Zheng in a national or global in dominant position. Particular, yes, when the company is seeking international expansion opportunities and advantages of status, and Xing Ye Zhong Huan Du's competitors range in Dequ Neimo You Zhenzhengqude global status, Erju still not quite understanding between competitors in the market Bingjuhaiwei the meet, competing in this way for analysis and comparison is very useful. ????For another example, the enterprise may be in only one business to compete with rivals, but rivals are diverse type of business enterprise, but the company compete with rivals in their respective portfolio of business in different positions and roles. If the opponents of this competitive business is in the middle of the above matrix, and this business is the opponent's "cash machine"-type business, it must support the funding needs of other business rivals. That the business of the enterprise in competition in a favorable position on. Because the business of the enterprise may get more investment, and opponents of this business is the business of funding sources, to multiple "money hungry" type business out of resources, a heavy burden on their inputs probably insufficient. By contrast, the business of the enterprise with a distinct competitive advantage, decision makers can determine to develop the business. ????2) Value Chain Analysis ????Maikebote said: "To diagnose a competitive advantage, need to identify it in a particular competition in the value chain." He also said: "From the whole to look at a business, is no understanding of its value chain. Value Chain generated in their respective business activities of independent businesses, such as product design, production, marketing, delivery and support activities. ????All of these operations will produce a corresponding cost of the enterprise and to establish a basis for the differences between each other. He believes that a company should have five areas, namely, internal logistics, production operations, outbound logistics, marketing and sales, and service. Whether the work in these areas which have great potential value to their customers and help companies build competitive advantage. Thus, for value chain analysis, whether of their own business or on competitor analysis, should first check the companies involved in these five areas of work processes, determine the cost of where they occur, what will create value for customers. Information collection and analysis system in front of rival source of competitive advantage in several aspects mentioned in the table, such as corporate procurement and supply, R & D, human resources and infrastructure work are the five areas of work support system. Customers may not see the effectiveness of their operations, but they also create and consume no doubt the value of the enterprise. For example, an airline crew of comprehensive training on the value and will not be reflected directly from the training, but from the customer service experience on the unit and crew conduct and quality of service reflected. Instead, a training mechanism is not robust airline crew poor level of service, the customer's evaluation he sent the results less passengers, the company's performance naturally bad. Shows the value chain exists in every business. Recognize this and to actively build it, is to create competitive advantage in an effective way. So, when do competitor analysis, in-depth understanding of competitors, value chain, competitive strategy, the enterprise developed a useful and effective way. ????3) benchmarking method (Benchmarking) ????Benchmarking competitor analysis method often used in the operating results of the evaluation criteria. Benchmarking method is to look at a business enterprise to achieve better performance than the other when the procedures used, and to compare the performance of each method. Benchmarking method include the following elements. ????¡ñ determine what the content of benchmarking; ????¡ñ as a benchmark to determine to whom; ????¡ñ interest of the company has done research; ????¡ñ on the object as a benchmark for research on relevant aspects of business; ????¡ñ the results were compared; ????¡ñ to develop their own business improvement program. ????Application of benchmarking method focused primarily on process aspects of business operations, the main method is to the enterprise as much as possible performance indicators and performance indicators, competitors were compared. Of course, opponents of performance indicators of access is the key to the Act. Usually available from trade associations or other industry publications and statistical information in the public sector to get. Also can access through a dedicated market research information. A competitor can do market research services. For example, they are delivered to your door from customer order to cycle the length of time to do the investigation; on-site product repair service when the service engineer for investigation; for stores open service to their customers to do the investigation, such as supermarket cashier or Bank counter peak time customers wait in line, queue length to do research. ????Benchmarking method is frequently used by many world famous enterprises competitor analysis, corporate culture is one of effective methods of competitive advantage. At the same time, this method can be used exclusively for internal business process performance comparison of various aspects and assessment. For example, a multinational in the same business in different countries, so the enterprise can set up a benchmarking unit, allow the other to follow the same business units as the benchmark. This can be competitors in the enterprise and external comparative benchmarking method to build confidence before. ????In some cases, companies may not find a suitable competitor as a benchmark object. So you can take the following approach. ????¡ñ with a competitive relationship with the company not to other regions or foreign enterprises benchmarking method comparison. For example, a Beijing public transport companies can equal the scale of a Shanghai public transport companies as benchmark objects comparative study; the Netherlands, a power generation business with Japan or the United States to conduct a comparison of similar companies; China, a Chinese medicine store with the United States or United Kingdom pharmaceutical chain stores in certain areas of service for business and Comparative Study of benchmarking method. ????¡ñ As the benchmarking method is mainly focused on the business process level, the operational processes in different sectors but also between similar businesses can be more of benchmarking method. The same industry firms may in some aspects of the operation process in the lead, but some processes may not be as part of the advanced enterprises in other industries, so the industry and learn from each other is necessary. ????In short, the benchmarking method used in competition analysis, the goal is not to copy the opponent some of the management and operating procedures, but will others learn better solutions and experience to the business segments for management and improvement, its ultimate aimed at further strengthening the company's competitive advantage. ?????????? ?