观看3种类型的竞争对手（+如何找到他们）

According to a2020调查, most businesses have an average of 29 competitors. Do you know who yours are?

All businesses have competition — and knowing yours is key for innovating your products, services, and marketing strategies. But identifying the competition isn't always obvious. Some are direct, while others may take more time to uncover.

在这里，我们将介绍观看的三种类型的竞争对手，以及五种识别它们的方法。

3 Types of Competitors in Business

1.直接竞争对手。

Adirect competitorprobably comes to mind when you think of your competition. These are businesses offering similar (or identical) products or services in the same market. They also vye for the same customer base.

一些直接竞争者的一些著名例子包括Apple对Android，百事可乐对可口可乐和Netflix与Hulu。但是，直接竞争并不是著名的国家或国际品牌的独特竞争。在乡村城镇的两家鞋店是直接竞争对手。因此，少数房地产经纪人为一个区域提供服务。

数码公司也看到直接竞争。例如，after the success of Twitter’s Periscope app, Facebook pivoted its focus to live video to keep up.

Since direct competitors sell similar products in a similar manner, this type of competition is often a zero-sum game — meaning, a customer that buys a competitor's product won't buy yours. For example, if you buy a hamburger at McDonald's, it's not likely you'll swing by Burger King to buy another one.

2. Indirect competitors.

间接竞争对手是同一类别中出售不同产品或服务以解决相同问题的企业。

例如，Taco Bell and Subway fall under the same category — fast-food — but they offer entirely different menu options. While they both seek to solve the same problem (feed hungry people), they provide different products to solve it.

这是另一个例子 - 住宅画家体验间接竞争，包括家用仓库或Lowes等家庭装修链。同样，类别是相同的，但产品产品不同。

Indirect competition isn't necessarily a zero-sum game. Consider someone buying supplies from Lowe's to re-paint their home —only to do a sloppy job. They may call a local painter to fix the mistakes.

3.替换竞争对手。

A replacement competitor offers an alternative to the product or service that you offer. You both seek to solve the same pain points, but the means are different.

例如，a restaurant and coffee shop in the same neighborhood could be replacement competitors. Walking down the street, some customers may choose to grab a to-go lunch from the coffee shop, while others prefer the restaurant.

这里的想法是，客户正在使用相同的资源来购买与购买您产品相同的替代品。bob体育苹果系统下载安装

潜在的危险,如果这些竞争对手re's more than one way to solve the same problem you seek to resolve. Additionally, these are the most challenging competitors to identify. After all, we can't read people's minds and understand all the choices that led them to us.

但是我们可以找到其他方法来发现这些信息，例如请求客户的反馈或关注他们的社交媒体提及。有了这种见解，您可以更好地了解听众并确定替代竞争对手。

当您努力确定竞争对手时，您可能会发现比预期的更多。不要不知所措。请记住，并非所有的竞争对手都相同 - 有些比其他竞争对手少。

Now let's discuss ways to identify the players above, below, and next to you.

识别竞争的5种方法

1. Check the first page of Google.

一个简单的起点是快速进行Google搜索。想想某人可能会搜索找到您的一些关键字，例如[服务或产品] + [位置]。例如，总承包商萨克拉曼多.

然后，请注意搜索结果首页上的顶级公司。您可能会注意到您的关键字返回数千个结果，但您不应该强调。最相关的部分是首页和竞争，直接在您上方和下方。这些往往是您的直接竞争对手。

2. Research targeted keywords.

查看the keywords您目前正在识别针对同一业务的其他业务。

This is a solid strategy for finding your indirect competition since they likely target the same keywords. For example, the keyword "fast-food" may reveal Subway and Taco Bell — both indirect competitors —as the top two results.

3.监视社交媒体对话。

Opinions are aplenty on social media — so it's relatively easyto find what your customers are saying. To find relevant conversations, enter your businesses' name in the search bar and check the results.

为instance, someone may post a question to Twitter asking what hair salon they should visit in your city. A follower may respond with the name of your business, along with a handful of others.

您可以将搜索扩展到社交媒体之外，以包括社区论坛，例如Reddit或Quora，以及像Yelp这样的评论网站。这两种资源都可以揭示您对客户bob体育苹果系统下载安装的有用洞察力，以及为什么他们在竞争中选择您的业务。

4. Perform market research.

检查您的产品或服务的市场，并以竞争优惠的速度记录任何公司。Market researchcan be done a number of ways — whether that be with a Google search, by browsing through trade journals, or by talking with your sales team to see what other companies are commonly brought up by customers (to name a few).

5.询问您的客户。

顾客are crucial to identifying your competition — after all, they likely sifted through most of them before landing on you. There are many ways to solicit feedback from customers — both online and in-person. That could mean striking up conversations while cashing them out or sending an email survey after each sale. One way or another, try to find the best approach and regularly check the feedback for any trends.

每个企业都有竞争，并且了解顶级球员是值得的。但是请记住，随着您的业务增长和发展，竞争也将随之发展。直接竞争对手可能会倒闭，或者间接竞争对手可能会成为直接的竞争对手。所有这些都说，养成了一个习惯，可以例行检查上面，下方和旁边的习惯。