竞争对手分析
Competitor Analysis
在市场竞争中，分析竞争对手是十分重要的一环。通过一系列分析，企业可以了解竞争对手的产品和市场动态，根据相关数据信息判断出对方的战略意图、市场用户的需求满足和空缺市场等，并据此快速调整，以保持自身产品在市场的稳定性或快速提升市场占有率。下面，让我们一起开启新的学习，“精读”竞争对手分析的实用会话吧！
对话
Frank: OK, everybody, we'll get started. Now, the first item on the agenda is a discussion of the merits and demerits of HP Electronics, the enlightenment and how we will do a good job in the future. Good, Ms. Amanda, would you like to start, please?
Amanda: OK, well, what impressed me most is their innovation and efficiency. They possess as many as 10,000 patents. They have consistently led the world in developing many important technologies. For example, they helped pioneer medical X-ray technology, the electric shaver, and today's current compact disc technology.
Kenny: I'm sorry. I'm not quite with you here, Amanda. Obviously, some patents are no use to the customer at all, though some are very ingenious. It would be a huge waste of money and time to try to emulate them.
Baldini: I'm afraid I cannot agree with you, Kenny. I'd just like to say that HP has long encouraged scientific research and big projects that yield potential huge payoffs. An outstanding record of innovation can make a big difference. Definitely, we should follow their example, but later.
Frank: Thank you. Ms. Taylor, what are your views?
Taylor: It seems to me that to have a cutting edge over others, we should make it possible to formulate and implement a worldwide strategy. It is this type of strategy that accounts for the outstanding record of manufacturing and sales by HP.
Frank: Ms. Clark, you know our company inside out, what do you think?
Clark: If we want the company to grow, I'm afraid we need to upgrade our equipment to make our products more competitive in the market. If the quality of our products is first-rate, then we will have many reliable sales outlets. What's more, we should consider improving our after-sale service to even greater heights.
Frank: Yeah, yes, you're right. I'm absolutely certain that is important. Perhaps we could produce short runs of customized products to help explore the home and overseas markets. Thank you for your opinions.
弗兰克：好的，各位，我们开始吧。现在，第一项议程是讨论HP电子公司的优势和劣势、带给我们的启示，以及我们如何做好未来的工作。好的，阿曼达女士，从你开始，可以吗？
阿曼达：好的。嗯，让我印象最深刻的就是HP公司的创新能力和工作效率。该公司有多达一万项专利。他们在许多重要技术的研发方面一直居于世界领先地位。比如说，他们为医用X光技术、电动剃须刀，以及现如今的光盘技术的研发都做出了贡献。
肯尼：对不起，我和你有不同的看法，阿曼达。很显然，尽管他们的部分专利项目很有创意，但有些专利对消费者完全没有用处。一味效仿他们的做法只会浪费大量的资金和时间成本。
巴尔迪尼：我恐怕不同意你的观点，肯尼。我想说的是，HP长期以来一直鼓励科学研究和大型项目，这些研究项目可能会带来巨大的回报。在创新方面取得的成果将会产生重要的影响。我们当然要以HP公司为榜样，不过这是后话。
弗兰克：谢谢。泰勒女士，你有什么看法？
泰勒：在我看来，要想在与其他公司的竞争中取得优势，我们应该尽可能制定和实施全球战略。正是这种战略造就了HP公司在生产和销售上的成功。
弗兰克：克拉克女士，你对我们公司的情况了如指掌，你有什么想法？
克拉克：要想让我们公司不断发展，恐怕我们需要对设备进行升级，这样才能让我们的产品在市场上更有竞争力。如果我们的产品质量一流，我们就会拥有很多可靠的销售渠道。此外，我们还应该考虑如何提高售后服务水平，争取让我们的服务水平更上一个台阶。
弗兰克：嗯，你说得对。我相信这很重要。或许我们可以小批量地生产一些私人订制的产品以开拓国内外市场。谢谢你们的建议。
脚本分析
(1) agenda
n. 议程表
(2) merit
n. 优点，长处
(3) demerit
n. 缺点，短处
(4) enlightenment
n. 启蒙，开导
(5) possess
v. 拥有，具备
(6) patent
n. 专利，专利权
(7) pioneer
v. 开创
(8) shaver
n. 剃具，刮刀
(9) compact disc
n. 光盘，激光唱片
(10) ingenious
adj. 灵巧的，有独创性的
(11) emulate
v. 效仿，模仿
(12) yield
v. 产生
(13) payoff
n. 结果，报偿
(14) upgrade
v. 提升，使升级
(15) outlet
n. 经销店
(16) customized
adj. 客户指定的，定制的
(17) Definitely, we should follow their example, but later.
definitely
adv. 当然
follow someone's example
以某人为榜样
(18) It seems to me that to have a cutting edge over others, we should make it possible to formulate and implement a worldwide strategy.
cutting edge
领先地位，优势
formulate
v. 构想出，规划
implement
v. 实施，执行
(19) It is this type of strategy that accounts for the outstanding record of manufacturing and sales by HP.
account for
解释
manufacture
v. 制造，生产，加工
拓展表达
concept n. 理念
design n. 设计
strength n. 优点
weakness n. 缺点
test n. 测试
packaging n. 包装
partnership n. 合作关系
similar adj. 相似的
confidential adj. 保密的
What do you know about their marketing strategy?
你对他们的营销策略有什么了解吗？
They have already scheduled a billboard campaign.
他们已经安排了一场广告牌推广。
We've already known their selling price, but what's their cost?
我们已经知道他们的销售价格，但他们的单位成本如何？
职场Tips
分析竞争对手要从其竞争能力、反应能力、持续能力、财务状况等方面进行分析。竞争实力看其规模、团队、设备、产品等，反应能力看对突发或危机事件的反应处理，持续能力代表是否有实力抗压，财务状况更是实力的一个关键因素。在分析中找到对方的优势并学习，发现对方的弱点并打击，企业才能更好地发展。
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