{"id":898,"date":"2021-04-21T10:00:00","date_gmt":"2021-04-21T08:00:00","guid":{"rendered":"https:\/\/www.freelance.cz\/blog\/?p=898"},"modified":"2021-04-21T10:54:42","modified_gmt":"2021-04-21T08:54:42","slug":"proc-analyzovat-konkurenci-a-jak-byt-diky-tomu-lepsi","status":"publish","type":"post","link":"https:\/\/www.freelance.cz\/blog\/proc-analyzovat-konkurenci-a-jak-byt-diky-tomu-lepsi\/","title":{"rendered":"Pro\u010d analyzovat konkurenci a jak b\u00fdt d\u00edky tomu lep\u0161\u00ed"},"content":{"rendered":"\n<p>Naj\u00edt d\u00edru na trhu a p\u0159ij\u00edt s&nbsp;\u00fapln\u011b nov\u00fdm produktem nebo slu\u017ebou se zada\u0159\u00ed sp\u00ed\u0161 v\u00fdjime\u010dn\u011b. Pravd\u011bpodobn\u011bj\u0161\u00ed je, \u017ee ve sv\u00e9m oboru budete nar\u00e1\u017eet na konkurenci. A tu se vyplat\u00ed dob\u0159e poznat. D\u00edky tomu budete m\u00edt jasn\u011bj\u0161\u00ed p\u0159edstavu s&nbsp;k\u00fdm m\u00e1te tu \u010dest. Zjist\u00edte, jak si v\u016f\u010di n\u00ed stoj\u00edte, odhal\u00edte slabiny, ze kter\u00fdch m\u016f\u017eete t\u011b\u017eit, a tak\u00e9 si realisti\u010dt\u011bji nastav\u00edte ceny. Ale hezky popo\u0159ad\u011b.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak poznat, kdo je konkurence?<\/h2>\n\n\n\n<p>V\u011bt\u0161ina va\u0161\u00ed konkurence se nach\u00e1z\u00ed v&nbsp;<strong>onlinu<\/strong>. K&nbsp;jej\u00edmu nalezen\u00ed proto vyu\u017eijte vyhled\u00e1va\u010de (<a href=\"http:\/\/www.google.com\">Google<\/a> a <a href=\"http:\/\/www.seznam.cz\">Seznam<\/a>). Do nich zadejte n\u00e1zvy va\u0161eho odv\u011btv\u00ed, produkt\u016f i kategori\u00ed. <strong>A nezapome\u0148te vyhledat i sv\u00e9 jm\u00e9no nebo n\u00e1zev firmy<\/strong>. T\u00edm zjist\u00edte, jestli na v\u00e1s n\u011bkdo nec\u00edl\u00ed svoje PPC kampan\u011b. &nbsp;<\/p>\n\n\n\n<p>Stejn\u011b tak je d\u016fle\u017eit\u00e9 proklepnout konkurenci i <strong>offline<\/strong>. Tady je pot\u0159eba se trochu poptat. Konkr\u00e9tn\u011b se ptejte dodavatel\u016f, obchodn\u00edho odd\u011blen\u00ed nebo z\u00e1kaznick\u00e9 podpory. A tak\u00e9 samotn\u00fdch z\u00e1kazn\u00edk\u016f (nap\u0159\u00edklad formou online dotazn\u00edku), od kter\u00fdch se dozv\u00edte, nad k\u00fdm dal\u0161\u00edm uva\u017eovali p\u0159ed v\u00e1mi. Na konkurenci si posv\u00edt\u00edte i \u00fa\u010dast\u00ed na <strong>oborov\u00fdch konferenc\u00edch<\/strong>.<\/p>\n\n\n\n<p>A\u017e si <strong>vytvo\u0159\u00edte seznam nejd\u016fle\u017eit\u011bj\u0161\u00ed konkurence<\/strong> (nezapome\u0148te ani na nep\u0159\u00edmou konkurenci s&nbsp;p\u0159\u00edbuzn\u00fdmi produkty nebo slu\u017ebami), je na \u010dase se na ni pod\u00edvat p\u011bkn\u011b zbl\u00edzka.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Zjist\u011bte o konkurenci co nejv\u00edc<\/h2>\n\n\n\n<p>Tady za\u010d\u00edn\u00e1 ta spr\u00e1vn\u00e1 stalkersk\u00e1 \u010d\u00e1st. Na koho konkurence c\u00edl\u00ed? V&nbsp;jak\u00e9 geografick\u00e9 oblasti p\u016fsob\u00ed? Jak\u00e9 zm\u011bny se u n\u00ed d\u011bj\u00ed? Co pou\u017e\u00edv\u00e1 za marketingov\u00e9 n\u00e1stroje? N\u011bco budete muset zjistit p\u011bkn\u011b postaru ru\u010dn\u011b, na spoustu toho ale najdete n\u00e1stroje, kter\u00e9 v\u00e1m to usnadn\u00ed.<\/p>\n\n\n\n<p>Mezi \u00fapln\u00e9 z\u00e1klady pat\u0159\u00ed <strong>SWOT anal\u00fdza<\/strong>, p\u0159i kter\u00e9 zjist\u00edte siln\u00e9 a slab\u00e9 str\u00e1nky organizace a tak\u00e9 p\u0159\u00edle\u017eitosti a hrozby z&nbsp;vn\u011bj\u0161\u00edho prost\u0159ed\u00ed. Tu si rozhodn\u011b prove\u010fte i pro sv\u00e9 podnik\u00e1n\u00ed.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>S<\/strong> \u2013 strengths (siln\u00e9 str\u00e1nky)<\/li><li><strong>W<\/strong> \u2013 weaknesses (slab\u00e9 str\u00e1nky)<\/li><li><strong>O <\/strong>\u2013 opportunities (p\u0159\u00edle\u017eitosti)<\/li><li><strong>T <\/strong>\u2013 threats (hrozby)<\/li><\/ul>\n\n\n\n<p>V&nbsp;p\u0159\u00edpad\u011b, \u017ee to povaha oboru dovol\u00ed, objednejte od konkurence a <strong>projd\u011bte si cel\u00fdm n\u00e1kupn\u00edm procesem<\/strong>. Tak\u00e9 se vyplat\u00ed p\u0159ihl\u00e1\u0161en\u00ed k&nbsp;odb\u011bru newsletteru (ide\u00e1ln\u011b ne z&nbsp;firemn\u00edho e-mailu) a sledov\u00e1n\u00ed na soci\u00e1ln\u00edch s\u00edt\u00edch. Zjist\u00edte, jak se z\u00e1kazn\u00edkem komunikuje, kde j\u00ed to v\u00e1zne i to, na \u010dem naopak mus\u00edte zapracovat vy.<\/p>\n\n\n\n<p><strong>A tady u\u017e slibovan\u00e9 n\u00e1stroje na podrobn\u011bj\u0161\u00ed rozbor konkurence:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Sledov\u00e1n\u00ed zm\u011bn<\/strong> ocen\u00edte zejm\u00e9na u siln\u00e9ho konkurenta, kdy i mal\u00e1 zm\u011bna m\u016f\u017ee m\u00edt velk\u00fd dopad na va\u0161e podnik\u00e1n\u00ed. K&nbsp;tomu slou\u017e\u00ed n\u00e1stroj <a href=\"https:\/\/versionista.com\/\">Versionista<\/a>.<\/li><li><strong>Jak\u00e9 marketingov\u00e9 n\u00e1stroje konkurence pou\u017e\u00edv\u00e1<\/strong> zjist\u00edte nap\u0159\u00edklad na str\u00e1nce <a href=\"https:\/\/builtwith.com\/\">BuiltWith<\/a>. Dozv\u00edte se v\u0161e od hostingu a\u017e po pou\u017e\u00edvan\u00e9 analytick\u00e9 n\u00e1stroje.<\/li><li><strong>Jak si konkurence vede ve vyhled\u00e1va\u010d\u00edch<\/strong> zjist\u00edte nap\u0159\u00edklad pomoc\u00ed slu\u017eby <a href=\"https:\/\/www.collabim.cz\/\">Collabim<\/a><\/li><li><strong>Rychlost webov\u00fdch str\u00e1nek<\/strong> (ide\u00e1ln\u011b i t\u011bch vlastn\u00edch) zjist\u00edte na str\u00e1nce <a href=\"https:\/\/developers.google.com\/speed\/pagespeed\/insights\/\">Page Speed Insight<\/a>. M\u016f\u017eete m\u00edt klidn\u011b lep\u0161\u00ed produkt ne\u017e konkurence, ale pokud se web nena\u010dte do t\u0159\u00ed vte\u0159in, zvy\u0161ujete pravd\u011bpodobnost, \u017ee netrp\u011bliv\u00fd z\u00e1kazn\u00edk odejde d\u0159\u00edv, ne\u017e to v\u016fbec zjist\u00ed.<\/li><li><strong>Zm\u00ednky <\/strong>o konkurenci sledujte nap\u0159\u00edklad pomoc\u00ed n\u00e1stroje <a href=\"https:\/\/mention.com\/en\/\">Mentions<\/a>.<\/li><\/ul>\n\n\n\n<p><strong>Anal\u00fdza konkurence nen\u00ed rozhodn\u011b jednor\u00e1zov\u00e1 aktivita<\/strong>. Je pot\u0159eba ji \u010das od \u010dasu zaktualizovat a dr\u017eet krok.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Bu\u010fte lep\u0161\u00ed ne\u017e konkurence<\/h2>\n\n\n\n<p>A co te\u010f se v\u0161emi informacemi? Nemus\u00edte b\u00fdt nutn\u011b nejlevn\u011bj\u0161\u00ed ani nejv\u011bt\u0161\u00ed, p\u0159esto m\u016f\u017eete b\u00fdt \u00fasp\u011b\u0161n\u00ed. Po anal\u00fdze si proto vytvo\u0159te <strong>srovn\u00e1n\u00ed tabulku s&nbsp;konkurenc\u00ed<\/strong> a tak\u00e9 si polo\u017ete n\u011bkolik ot\u00e1zek, d\u00edky kter\u00fdm vytvo\u0159\u00edte <strong>seznam s&nbsp;n\u00e1vrhy na zlep\u0161en\u00ed<\/strong>.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Kde m\u00e1te mezery a mohli byste to d\u011blat l\u00e9pe?<\/li><li>V&nbsp;\u010dem se m\u016f\u017eete odli\u0161it?<\/li><li>M\u016f\u017eete nab\u00eddnout oproti konkurenci i n\u011bco nav\u00edc?<\/li><\/ul>\n\n\n\n<p>Ur\u010dit\u011b konkurenci slep\u011b <strong>nekop\u00edrujte<\/strong>. Ani velk\u00e9 firmy nutn\u011b nemus\u00ed v\u017edy d\u011blat v\u0161echno spr\u00e1vn\u011b. A tak\u00e9 si v\u00e1s z\u00e1kazn\u00edci l\u00e9pe zapamatuj\u00ed, kdy\u017e budete odli\u0161iteln\u00ed. Prost\u011b krom\u011b dat pou\u017e\u00edvejte i selsk\u00fd rozum.<\/p>\n\n\n\n<p>Nem\u00e1te \u010das na podrobnou anal\u00fdzu nebo nezvl\u00e1dnete objeven\u00e9 nedostatky opravit sami? Oslovte <a href=\"https:\/\/www.freelance.cz\/freelanceri\">freelancery<\/a> z&nbsp;na\u0161eho katalogu, kte\u0159\u00ed jsou p\u0159ipraven\u00ed pomoct jak se samotnou anal\u00fdzou, marketingovou strategi\u00ed, tak i s&nbsp;\u00fapravou va\u0161eho webu nebo e-shopu.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Naj\u00edt d\u00edru na trhu a p\u0159ij\u00edt s&nbsp;\u00fapln\u011b nov\u00fdm produktem nebo slu\u017ebou se zada\u0159\u00ed sp\u00ed\u0161 v\u00fdjime\u010dn\u011b. Pravd\u011bpodobn\u011bj\u0161\u00ed je, \u017ee ve sv\u00e9m oboru budete nar\u00e1\u017eet na konkurenci. A tu se vyplat\u00ed dob\u0159e&#8230;<\/p>\n<div class=\"more-link-wrapper\"><a class=\"more-link\" href=\"https:\/\/www.freelance.cz\/blog\/proc-analyzovat-konkurenci-a-jak-byt-diky-tomu-lepsi\/\">\u010c\u00edst d\u00e1le<span class=\"screen-reader-text\">Pro\u010d analyzovat konkurenci a jak b\u00fdt d\u00edky tomu lep\u0161\u00ed<\/span><\/a><\/div>\n","protected":false},"author":8,"featured_media":899,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-898","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pro-firmy","excerpt"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.freelance.cz\/blog\/wp-json\/wp\/v2\/posts\/898","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.freelance.cz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.freelance.cz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.freelance.cz\/blog\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/www.freelance.cz\/blog\/wp-json\/wp\/v2\/comments?post=898"}],"version-history":[{"count":1,"href":"https:\/\/www.freelance.cz\/blog\/wp-json\/wp\/v2\/posts\/898\/revisions"}],"predecessor-version":[{"id":900,"href":"https:\/\/www.freelance.cz\/blog\/wp-json\/wp\/v2\/posts\/898\/revisions\/900"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.freelance.cz\/blog\/wp-json\/wp\/v2\/media\/899"}],"wp:attachment":[{"href":"https:\/\/www.freelance.cz\/blog\/wp-json\/wp\/v2\/media?parent=898"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.freelance.cz\/blog\/wp-json\/wp\/v2\/categories?post=898"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.freelance.cz\/blog\/wp-json\/wp\/v2\/tags?post=898"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}