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所在平台: Udemy |
课程主页: https://www.udemy.com/course/competitive-intelligence-counterintelligence-and-research/
课程评论：没有评论
《竞争情报、反情报与研究》课程概述： 本课程深入探讨了进行竞争情报、反情报及研究的各种方法。了解竞争对手和市场是每家公司必备的核心技能。所有企业都需要建立至少一个非正式的竞争情报计划，以便能够积极主动，避免因突发事件而落后于人。 在融资过程中，若投资人询问起你未知的竞争对手，可能会直接导致融资失败。更重要的是，竞争情报和市场研究对于确保企业在市场进入初期乃至长期的发展过程中，都能保持有效的差异化至关重要，而差异化是成功的关键要素，它能带来市场力量、提升定价/利润空间、降低营销和客户获取成本，以及销售成本。 当充分了解竞争对手时，你的目标定位和沟通信息将更清晰、更有效地突出你的独特销售主张（USP）。研究表明，大多数融资失败的初创企业都源于未能充分理解市场。因此，识别独特且有别于竞争对手的目标市场，或提供差异化解决方案至关重要。企业可以在十几个甚至更多的维度上进行差异化，并学习如何进行公司定位。这一切都离不开对竞争格局的研究，以理解市场的多重维度，并将其以可视化的方式呈现给员工、投资者及其他利益相关者。
This course explores all the different methods to perform competitive intelligence, counterintelligence, and research sources. Understanding your competitors and the market is a key skill every company needs. All companies need to have at least an informal competitive intelligence program to be proactive and not be surprised by announcements that could leave their company behind.If you are raising capital one question from an investor about a competitor, you are not aware of can kill an investment opportunity. And more importantly CI and market research are needed to ensure that you are properly differentiated, not just on market entry, but for years to come as your company evolves and grows using a long-term strategy. Differentiation is the key criteria for success from which all good things flow including market power, pricing/margins, lower marketing and customer acquisition costs and lower sales costs too. When you understand the competition your targeting and messaging to highlight your Unique Selling Proposition (USP) will be more clear and effective.Research shows that most ventures trying to raise money fail because they do not understand their market well enough. It is critical to identity a unique target market of your optimum customers, which is different than competitors, and/or offer a different solution. There can be a dozen or more dimensions on which to differentiate. And to understand how to position a company. This is only possible by studying the competitive landscape to understand many dimensions of the market, and present them visually to staff, investors and other stakeholders.
