竞争对手分析（Competitor analysis）.doc

竞争对手分析（Competitor analysis） Two, competitors analysis of the main content The above is a framework for competitor analysis, which provides a way of thinking for enterprises. Here are some of the main approaches to competitor analysis. 1. competitor market share analysis Market share is usually expressed by the ratio of sales to the overall capacity of the market. Competitor market share analysis is designed to identify competitors and the position of the company in the market. Analysis of market share, not only to analyze the situation in the industry, competitors and the overall market share of the enterprise, but also analysis of competitors in the market segment is the share of the situation. Analysis of the overall market share is to make sure that the enterprise and competitors compared to the position in the enterprise is what? Is the market leader, follower or market participant?. Share analysis is clear in the market which area or what kind of products are competitive market segments of the market, or in the area is the kind of products at a disadvantage in market competition, so as to provide the basis for enterprises to develop specific competitive strategy. 2. financial analysis of competitors The analysis of the financial position of the competitors mainly includes profitability analysis, growth analysis and debt analysis, cost analysis and so on. Profitability analysis of competitors. Profitability is usually the index of profitability. Compare the profit margin index of competitors and the enterprise, compare with the average profit margin of the industry, and judge the profit position of the enterprise in what position. At the same time, the composition of the profit margin should be analyzed. Mainly analyzes the main business cost, operating expenses, management costs and financial costs. Which index is superior to the competitor? Which index is higher than the competitor?. So as to take corresponding measures to improve the profitability of the ente