Как определить конкурентов для мониторинга

Конкурент. Им может выступать компания, товар или услуга, с которыми Вы соперничаете за конечного потребителя. В свою очередь, конкурентным товаром называется тот продукт, который может привлечь или оттолкнуть покупателя.

Нередко, запуская процесс мониторинга конкурентов, принимается за цель отслеживание деятельности всех и сразу. Если рассматривать эту задачу исключительно в техническом плане, то это возможно, но вот в вопросе целесообразности столь масштабного парсинга есть замечания.

Поэтому первым делом следует выделить ряд основных конкурентов, чья ценовая стратегия прямо влияет на успешность Вашего бизнес-предложения.

Классификация конкурентов. Чья ценовая политика подлежит критическому парсингу, а кого можно вовсе игнорировать?

Типизация конкурентов может осуществляться по целому ряду параметров, среди которых:

  • товарная категория реализуемых продуктов;
  • группа потребителей;
  • занимаемая доля рынка и др.

direct и indirect – основные две группы конкурентов, которые подлежат ценовому анализу:

  1. direct – группа прямых конкурентов. Речь о представителях рынка, которые занимаются реализацией аналогичного товара, на том же рынке и работают с той же целевой аудиторией. Деятельность таких «игроков» может оказывать существенное влияние на продажи Вашей ко2мпании, как в лучшую, так и в худшую стороны.
  2. Indirect – конкурирующие организации, которые занимаются продажей схожих товаров с иными характеристиками или же совершенно другой продукции. При этом работа ведется с Вашей целевой аудиторией.

Основными источниками для сбора информации о потенциальных или активных конкурентах является поиск в интернете, опросы экспертов рынка, мониторинг мет реализации продукции, аналитические статьи и отраслевые обзоры, опросы потребителей, а также тематические выставки, конференции и т.д.

Типы конкурентов по производимой продукции и/или работам

В настоящем вопросе следует выделить следующие 3 категории:

  1. Товары-аналоги Вашей продукции. Речь о продукции, которая выполняет ту же работу с применением того же метода. Одним из ярких примеров является пара конкурентов «сеть ресторанов Макдоналдс и KFC». Оба заведения относятся к категории фастфудов и производят схожую продукцию.
  2. Заменители Вашего ассортимента. В данном ключе нужно выделить товары, которые призваны достичь одной цели, но разными методами. К примеру, потребителю нужно быстро утолить чувство голода. Конкурентом пикантного Биг Мака в данном случае будет Марс или Сникерс, например.
  3. Товары-альтернативы. Продукты из этой группы выполняют кардинально другую работу и нацелены на достижение другого результата, но требуют тех же ресурсов покупателя (деньги и время).

Вся выше изложенная типизация конкурентов сама по себе значение не имеет и никакой ценности не несет. Ее актуальность отмечается лишь тогда, если собранные данные будет для чего-то использованы в будущем. 

Когда появляется необходимость в мониторинге конкурентов?

Практический подход показывает, что анализ конкурентов является особенно востребованным в случаях:

  • На стадии планирования бизнеса. Этот этап предполагает поиск и изучение конкурентов. Здесь Вам предстоит определиться с продуктом, который будет разрабатываться/реализовываться. Во время планирования бизнеса также устанавливаются главные характеристики товара и формируется его цена. Инициируется разработка методов продвижения, а также выносятся прогнозы по реализации товара в заданных условиях.
  • Во время проведения глобального маркетингового исследования рынка. Мониторинг конкурентов является одним из главных стадий процесса. Опираясь на полученную информацию, запускается SWOT-анализ, результаты которого и позволяют сформировать план борьбы с компаниями-конкурентами.
  • На стадии выполнения плановых маркетинговых задач. Важно организовать анализ конкурентов на постоянной основе. Это позволит оставаться в курсе всех происходящих событий внутри рынка и вовремя реагировать на его изменение.

Главные параметры мониторинга конкурентов и значение каждого из них

Деятельность ключевых участников рынка может быть проанализирована по следующим параметрам:

  1. Фронтальный маркетинговый анализ. На этой стадии предстоит изучить общую маркетинговую информацию. Акценты рекомендуется расставить на 2х ключевых аспектах:
    • Данные о стоимости интересующего ряда продуктов. Как правило, эти сведения есть на сайте, на товарных страницах в каталоге.
    • Информация, демонстрирующая уровень популярности компании. Эти данные есть возможность получить с использованием специальных сервисов «Гугл-аналитикс» и т.п.
  2. Наполненность и юзабилити сайтов конкурентов. Важно изучить материалы на предмет наличия портфолио работ, фото-отчетов, реализованных проектов, кейсов, отзывов о продукции и т.д. При наличии большого ассортиментного ряда рекомендуется внедрять поисковые сегменты и фильтры на сайт. Изучите как эта задача реализована на сайтах конкурентов.
  3. Работа с тематическими ресурсами. Анализируя работу конкурентов с такими платформами, следует принимать во внимание следующие моменты:
    • с какими ресурсами работает фирма;
    • с какой частотой размещаются публикации;
    • находятся ли в использовании магазина скидочные сервисы/платные платформы.
  4. Реклама. Необходимо провести оценку эффективности контекстной рекламы оппонента с использованием специальных сервисов. С применением тех же сервисов можно определить средний бюджет и объем трафика конкурентов.
  5. Мониторинг отдела продаж. Для этого, чаще всего, используется метод привлечении тайного покупателя. При этом задействуются все доступные каналы связи, предлагаемые конкурентом: текстовое обращение к онлайн-консультанту, звонок менеджеру, оформление корзины через интернет-магазин и др.

Мониторинг ценовой политики – один из самых действенных методов борьбы с конкурентами и оптимизации своей бизнес-стратегии

Процедура парсинга сайтов конкурентов осуществляется за несколько ключевых шагов:

  • Лимитируем число конкурентов для последующего мониторинга. Упор необходимо делать в первую очередь на прямых конкурентах – игроках рынка, которые непосредственно влияют на поведенческую активность Вашего потребителя.
  • Используйте только открытые информационные страницы. Максимизировать эффективность мониторинга цен можно, ссылаясь лишь на те страницы сайта, которые может посетить любой пользователь сети (без обязательной регистрации и т.д).
  • Установите оптимальную периодичность парсинга. Период обновления данных для каждого конкурента устанавливается индивидуально. Какие-то ресурсы обновляют прайс-лис раз в неделю, другие делают это ежедневно.
  • Аналитика полученных данных и выбор правильной ценовой стратегии.

С применением программного обеспечения Helecos весь процесс мониторинга ценовой политики конкурентов может быть полностью автоматизирован согласно Вами установленных параметральных значений на стадии настройки.

Демпинг и его угроза для производителей

В 2022 году наиболее демпинговыми отраслями считаются: реализация стройматериалов; рынок компьютерных товаров и услуг; все, что связано с электроникой; бьюти-сфера и некоторые другие. При этом опасность ценового демпинга для производителей ничуть не меньше, чем для розничных продавцов.

Потери товаропроизводителей от регулярного неконтролируемого демпинга своих представителей на рынке:

  1. Утрата покупательского доверия к изделиям бренда в лице своего клиента. Самая низкая стоимость – решающий фактор покупки далеко не для всех покупателей! Для многих потребителей самая низкая цена на товар является признаком недобросовестности продавца или низкого качества продукции, что оставляет «отпечаток» не только на конкретном магазине, но и на бренде!
  2. Снижение интереса к сотрудничеству для крупных участников рыночной сети. Неконтролируемый демпинг в конечном итоге приводит к уменьшению планируемой прибыли от продаж. Данный момент и является ключевой причиной отказа от сотрудничества.
  3. Полное разрушение бренда с неминуемым уходом. Хаос – единственный и неминуемый исход неконтролируемых скачков ценников на Вашу продукцию! Если отсутствует возможность контролировать цены, устанавливаемые ретейлерами на продукты в определенном регионе, становится более оправданным прекратить свою деятельность на внутри данного рынка.

Демпинг всегда проще пресечь на его начальной стадии, чем думать, что делать с его последствиями, когда политику низкой цены примут большинство продавцов. Ежедневный систематический мониторинг ценовой политики конкурентов является наилучшим решением задачи по эффективной борьбе с неконтролируемым нарушением РРЦ.

Маркетплейсы – наиболее злостные нарушители РРЦ. Идентифицируем «нарушителей» с ПО Автоматизированный мониторинг цен

Маркетплейс является торговой площадкой, на которой все процессы контролируются единой компанией. Здесь сосредоточено большое количество разных продавцов, а сами торги осуществляются по условиям общего алгоритма, установленного контролирующей компанией.

Ключевые отличия маркетплейсов от интернет-магазинов:

  • Количество продавцов. В интернет-магазине (единственный продавец на сайте) может быть представлена продукция одного или нескольких брендов. Есть также ограничения по категориям товара. На маркет-площадках же ведут работу сотни продающих компаний с многочисленными брендами и различными категориями.
  • Наличие точек офлайн-торговли. Интернет-маркеты могут вести работу как онлайн, так и с реализовывать продукцию посредством физических продаж в торговых точках. Маркетплейсы же максимум, что могут иметь – это точки выдачи продукции (без розничных магазинов).
  • Количество клиентов. У владельцев маркетплейсов значительно больше возможностей для рекламы, в том числе и финансовых. Реклама – продвижение своего сайта в интернете, а также привлечение новых клиентов.

С какими видами маркетплейсов работают современные парсеры?

Помимо распространенных маркетплейсов по типу Розетка или Амазон, на которых продукция предлагается непосредственно конечному покупателю, имеют широкое распространение и те платформы для бизнеса и отраслевые маркетплейсы:

  1. B2B-платформы. На таких сайтах политика работы строится на взаимовыгодном сотрудничестве владельцев бизнеса (Олл Биз, Алибаба и другие). На подобных ресурсах есть возможность отыскать большое количество зарубежных поставщиков, а также приобретать товар по оптовым ценам, совершая большие заказы на оптовых условиях. 
  2. Финансовые. В подобных онлайн-маркетах у Вас будет возможность сопоставить и сравнить финансовые продукты, предлагаемые различными банками. Здесь же доступны услуги оформления кредита или получения микрозайма. Вы сможете также выполнить инвестиции в акции или ценные бумаги, оформить и открыть вклад и т.д.
  3. Страховые. Площадки данного типа по формату работы максимально напоминают финансовые. Здесь предлагаются услуги большого количества страховых компаний. Вы сможете составить и заключить договор с каждой из них прямо онлайн, не выходя из дома.
  4. Доски объявлений. Такие сервисы предоставляют свои онлайн-площадки для продавцов с целью дальнейшей реализации товаров/услуг. Однако подобные ресурсы представляют опасность для покупателя, так как нередко здесь можно приобрести контрабандный товар или подделку.

Мониторинг ценовой политики на приведенных типах ресурсов является основой для последующего ценообразования на свои товары! Включая, данные площадки в свою программу мониторинга, Вы получаете информацию о деятельности Ваших конкурентов за пределами их интернет-магазинов.

Особенности мониторинга цен конкурентов на маркетплейсах:

Ключевой особенностью парсинга на маркетплейсах является тот факт, что один продукт может быть предложен одновременно несколькими реализаторами на одной и той же площадке. При этом сами продавцы заранее неизвестны. Кроме этого существуют следующие тонкости:

  • Верстка и структура рассматриваемых сайтов значительно отличается от классических интернет-магазинов. В связи с этим для налаживания процесса сбора данных потребуется разработка уникальных настроек системы.
  • Выявить демпинг на маркетплейсе мало! Нужно установить продавца для принятия адекватных антидемпинговых мер. Для этого нередко делают контрольную закупку продукции у партнеров-нарушителей.
  • Частота мониторинга. При работе с маркетплейсами, этот параметр должен быть увеличен в несколько раз! Объясняется это свободной политикой ценообразования на таких площадках, неконтролируемой их владельцами. Многие продавцы успешно пользуются этой перспективой для демпинга!

Цена товара у конкурента –один из ключевых факторов ценообразования на Ваш ассортимент!

Парсинг интернет-магазинов и маркетплейсов в конечном результате нацелен на получения информации о ценниках, устанавливаемых на аналогичную Вашей продукцию конкурентами! Да, это позволяет гарантировать отсутствие неконтролируемого демпинга на тематическом рынке, однако это не единственный параметр ценообразования Вашей товарной карты!                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                

Факторы, формирующие конкурентную и выгодную для продавца цену – с учетом отчета о парсинге конкурентов:

  1. Насыщенность рынка (степень конкуренции). Чем шире рынок, тем больше необходимость в применении автоматизированных систем мониторинга конкурентов. Ведь именно ценник является определяющим фактором ценообразования.
  2. Спрос и его эластичность. Чем выше спрос на продукцию, тем оправданнее будет повышение ценника. Если же востребованность товара снижается, то стоимость примет вектор к уменьшению для сохранения продаж и прибыли.
  3. Целевая аудитория. На какую группу потребителя нацелен продукт? Речь главным образом о платежеспособности Ваших покупателей – чем она выше, тем выше цена и прибыль в конечном итоге.
  4. Условия закупки, диктуемые поставщиками. Низкая стоимость сырья – небольшая себестоимость продукции. Это позволяет установить оптимальный ценник для покупателя. В ином случае надбавка будет делаться продавцами, несвязанная с производственными затратами (топливо, газ, электричество и т.д). Это о том, что цена продукта может зависеть от скачков расценок на бензин и другие ресурсы, а не только зависеть от процесса производства.
  5. Инфляция. В этот период денежные активы теряют ценность, что может повлечь резкий рост тарифов. Чаще всего данная тенденция связывается с увеличением ставок сырье в мире (нефть, энергоресурсы, газ и пр).

Сформируйте свои бизнес-задачи и установите преследуемые цели работы, определите целевую аудиторию покупателей с учетом их платежеспособности и установите конкурентную среду – Вы готовы к ценовому мониторингу оппонентов с последующим ценообразованием применительно к своему ассортименту.  

Отчет о мониторинге конкурентов от компании Helecos предоставит максимально полную информацию о конкурентах с учетом ценников на товары, акций и спец-предложений для покупателей. Есть бесплатный тестовый период продукта, а также постоянный контакт со службой поддержки сервиса.

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