{"id":9174,"date":"2020-07-02T08:00:00","date_gmt":"2020-07-02T06:00:00","guid":{"rendered":"https:\/\/scope-veilleaugmentee.fr\/?p=9174"},"modified":"2025-01-07T09:23:41","modified_gmt":"2025-01-07T08:23:41","slug":"veille-concurrentielle-s-informer-sur-la-concurrence","status":"publish","type":"post","link":"https:\/\/scope-veilleaugmentee.fr\/veille-concurrentielle-s-informer-sur-la-concurrence\/","title":{"rendered":"Veille concurrentielle : comment s\u2019informer sur la concurrence et comprendre sa strat\u00e9gie ?"},"content":{"rendered":"\n<p>La <strong>veille concurrentielle <\/strong>consiste \u00e0 mettre sous surveillance votre <strong>concurrence<\/strong>, dans l\u2019objectif de comprendre puis de r\u00e9agir \u00e0 ses actions, voire les anticiper.&nbsp;<\/p>\n\n\n\n<p>Surveiller le site web de ses concurrents n\u2019est pas suffisant. Regarder ce que font vos concurrents existants et d\u00e9j\u00e0 identifi\u00e9s n\u2019est pas une strat\u00e9gie p\u00e9renne non plus.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Alors, que faire ? Voici quelques \u00e9l\u00e9ments de r\u00e9ponses pour une veille concurrentielle plus professionnelle :<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"comment-trouver-ses-concurrents\">Comment trouver ses concurrents ?<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"les-differents-types-de-concurrence\">Les diff\u00e9rents types de concurrence :<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>vos concurrents directs identifi\u00e9s<\/strong> :&nbsp;<\/li><\/ul>\n\n\n\n<p>Vos concurrents directs sont ceux qui proposent des produits et services similaires ou tr\u00e8s proches des v\u00f4tres. Vous les connaissez g\u00e9n\u00e9ralement tr\u00e8s bien et les avez certainement d\u00e9j\u00e0 mis sous surveillance.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>vos concurrents directs \u00e9mergents :&nbsp;<\/strong><\/li><\/ul>\n\n\n\n<p>Ces concurrents directs, qui se positionnent ou vont se positionner sur le m\u00eame cr\u00e9neau que vous, sont \u00e0 identifier rapidement.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>vos concurrents indirects connus :&nbsp;<\/strong><\/li><\/ul>\n\n\n\n<p>Vos concurrents indirects sont ceux qui proposent des produits et services diff\u00e9rents, mais qui r\u00e9pondent \u00e0 un m\u00eame besoin.&nbsp;<\/p>\n\n\n\n<p>Par exemple, pour le besoin \u201cprendre son petit d\u00e9jeuner\u201d, le produit-phare pourrait \u00eatre caf\u00e9 \/ tartine de confiture et les produits de substitution seraient le bol de c\u00e9r\u00e9ales, les petits d\u00e9jeuners tous pr\u00eats type <em>Nutella B-Ready<\/em>, etc.&nbsp;<\/p>\n\n\n\n<p>Autre exemple, pour le besoin \u201cse d\u00e9placer d\u2019un point A \u00e0 un point B\u201d, le produit-phare serait le v\u00e9hicule personnel et les produits de substitution pourraient \u00eatre le train, l\u2019avion, le bus, le taxi\u2026<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>vos concurrents indirects \u00e9mergents :<\/strong><\/li><\/ul>\n\n\n\n<p>Il s\u2019agit de concurrents qui pourraient se positionner sur l\u2019un des produits de substitution d\u00e9j\u00e0 identifi\u00e9s. Mais \u00e9galement de ceux qui se positionneront avec un produit qui n\u2019existe pas encore aujourd\u2019hui (voire m\u00eame qui existe et qui pourrait \u00e0 terme \u00e9voluer pour r\u00e9pondre au besoin identifi\u00e9).<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" data-attachment-id=\"9178\" data-permalink=\"https:\/\/scope-veilleaugmentee.fr\/veille-concurrentielle-s-informer-sur-la-concurrence\/up-2081170_1280\/\" data-orig-file=\"https:\/\/scope-veilleaugmentee.fr\/wp-content\/uploads\/2020\/07\/up-2081170_1280.jpg\" data-orig-size=\"1280,720\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"up-2081170_1280\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/scope-veilleaugmentee.fr\/wp-content\/uploads\/2020\/07\/up-2081170_1280-300x169.jpg\" data-large-file=\"https:\/\/scope-veilleaugmentee.fr\/wp-content\/uploads\/2020\/07\/up-2081170_1280-1024x576.jpg\" src=\"https:\/\/scope-veilleaugmentee.fr\/wp-content\/uploads\/2020\/07\/up-2081170_1280-1024x576.jpg\" alt=\"surveillez vos concurrents gr\u00e2ce \u00e0 la veille concurrentielle\" class=\"wp-image-9178\" srcset=\"https:\/\/scope-veilleaugmentee.fr\/wp-content\/uploads\/2020\/07\/up-2081170_1280-1024x576.jpg 1024w, https:\/\/scope-veilleaugmentee.fr\/wp-content\/uploads\/2020\/07\/up-2081170_1280-300x169.jpg 300w, https:\/\/scope-veilleaugmentee.fr\/wp-content\/uploads\/2020\/07\/up-2081170_1280-768x432.jpg 768w, https:\/\/scope-veilleaugmentee.fr\/wp-content\/uploads\/2020\/07\/up-2081170_1280.jpg 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"comment-surveiller-la-concurrence-comment-espionner-ses-concurrents\">Comment surveiller la concurrence ? Comment espionner ses concurrents ?<\/h2>\n\n\n\n<p>Comment s\u2019informer sur ses <strong>concurrents<\/strong>, leur actualit\u00e9 et leurs projets ? Quels sont les meilleurs outils en ligne pour \u201cespionner\u201d l\u00e9galement vos concurrents ? Voici une s\u00e9lection de sources pour vous informer sur vos concurrents :<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"le-site-web-des-concurrents\">Le site web des concurrents<\/h3>\n\n\n\n<p>En termes de veille, la premi\u00e8re source d\u2019information sur vos concurrents sera bien s\u00fbr leurs sites web ! C\u2019est ici qu\u2019ils communiquent et d\u00e9taillent leur offre, c\u2019est donc une v\u00e9ritable mine d\u2019informations et d\u2019actualit\u00e9s pour suivre et comprendre leur strat\u00e9gie.&nbsp;<\/p>\n\n\n\n<p>Prenez l\u2019habitude de surveiller le site de vos concurrents, toutes les semaines ou tous les mois selon votre secteur d\u2019activit\u00e9.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"l-astuce-pour-en-savoir-plus-grace-aux-sites-web-de-vos-concurrents\"><br><em>* L\u2019astuce pour en savoir plus gr\u00e2ce aux sites web de vos concurrents *<\/em>&nbsp;<\/h4>\n\n\n\n<p>Vous pouvez aussi comparer le site web de votre concurrent au fil du temps en utilisant la <a href=\"https:\/\/archive.org\/web\/\" target=\"_blank\" aria-label=\"undefined (s\u2019ouvre dans un nouvel onglet)\" rel=\"noreferrer noopener nofollow\">WayBack Machine<\/a> ! Cet outil conserve en m\u00e9moire les diff\u00e9rentes versions d\u2019un site web au fil des ann\u00e9es. Parfait pour en savoir un peu plus sur la concurrence et l\u2019\u00e9volution de son discours depuis plusieurs ann\u00e9es.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"les-reseaux-sociaux-des-concurrents\">Les r\u00e9seaux sociaux des concurrents<\/h3>\n\n\n\n<p>Les r\u00e9seaux sociaux de vos concurrents font \u00e9galement partie de vos sources de pr\u00e9dilection pour une veille concurrentielle bien men\u00e9e. Prenez en compte leurs pages sur LinkedIn, Facebook ou tout autre r\u00e9seau social o\u00f9 ils sont pr\u00e9sents. Les vid\u00e9os (par exemple sur Youtube) peuvent parfois se r\u00e9v\u00e9ler pr\u00e9cieuses pour comprendre leur strat\u00e9gie, notamment s\u2019il s\u2019agit de t\u00e9moignages de leurs clients, de vid\u00e9os produits ou encore de vid\u00e9os tourn\u00e9es lors d\u2019un \u00e9v\u00e9nement.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"l-astuce-pour-surveiller-les-reseaux-sociaux-de-vos-concurrents\"><em>* L\u2019astuce pour surveiller les r\u00e9seaux sociaux de vos concurrents *<\/em>&nbsp;<\/h4>\n\n\n\n<p>Les pages officielles des entreprises sont g\u00e9n\u00e9ralement utilis\u00e9es pour une communication \u201ccorporate\u201d. Pensez \u00e0 surveiller les profils des dirigeants et des collaborateurs cl\u00e9s, les groupes de discussion dans lesquels vos concurrents interviennent, ou encore les personnes qui mentionnent vos concurrents ou interagissent avec leurs publications.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"les-meilleurs-outils-pour-surveiller-ses-concurrents\">Les meilleurs outils pour surveiller ses concurrents<\/h3>\n\n\n\n<p>L\u2019outil le plus simple pour d\u00e9buter une veille concurrentielle est Google.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>d\u2019abord le moteur de recherche : en recherchant le nom de votre concurrent, de ses marques &amp; produits, de ses dirigeants et des collaborateurs-cl\u00e9s, vous identifiez d\u00e9j\u00e0 une majorit\u00e9 de sources d\u2019informations tr\u00e8s pertinentes<\/li><li>ensuite Google Alertes : qui est un petit outil tr\u00e8s simple d\u2019utilisation, qui vous envoie une notification \u00e0 chaque fois que l\u2019un de vos mots-cl\u00e9s (nom des concurrents par exemple) est d\u00e9tect\u00e9 dans de nouveaux r\u00e9sultats de recherche<\/li><\/ul>\n\n\n\n<p>Ensuite, il faut se lancer sur la partie Presse<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>la partie presse quotidienne et presse sp\u00e9cialis\u00e9e, par exemple en utilisant des outils comme Pressedd, Factiva,&#8230;<\/li><li>la partie communiqu\u00e9s de presse en surveillant la rubrique \u201cNos actualit\u00e9s\u201d de votre concurrent ou en cr\u00e9ant une alerte sur des sites sp\u00e9cialis\u00e9s dans la diffusion de communiqu\u00e9s<\/li><\/ul>\n\n\n\n<p>Vous prendrez \u00e9galement soin de vous doter d\u2019<strong>outils de veille <\/strong>classique, et gratuits ou abordables. Sachez toutefois que leurs fonctionnalit\u00e9s sont limit\u00e9es et que cela peut suffire pour une veille peu ambitieuse.&nbsp;<\/p>\n\n\n\n<p>Enfin, sur les r\u00e9seaux sociaux, de nombreux outils automatiques existent, tous affubl\u00e9s de fonctionnalit\u00e9s surprenantes quand on doit faire face \u00e0 une masse importante de donn\u00e9es. Mais si vous souhaitez obtenir des \u201cp\u00e9pites\u201d s\u00e9lectionn\u00e9es par des humains en fonction de vos objectifs, mieux vaudra <a href=\"https:\/\/scope-veilleaugmentee.fr\/#section-186\">faire appel aux experts en veille Scope<\/a> !<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"l-astuce-pour-vos-outils-de-veille-concurrentielle\"><em>* L\u2019astuce pour vos outils de veille concurrentielle *<\/em>&nbsp;<\/h4>\n\n\n\n<p>Il vous faudra bien s\u00fbr adapter cette liste en fonction de vos objectifs : c&#8217;est-\u00e0-dire ce que vous souhaitez conna\u00eetre de vos concurrents, car chaque outil aura une utilit\u00e9 bien pr\u00e9cise.&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" data-attachment-id=\"9179\" data-permalink=\"https:\/\/scope-veilleaugmentee.fr\/veille-concurrentielle-s-informer-sur-la-concurrence\/chess-2489553_1920\/\" data-orig-file=\"https:\/\/scope-veilleaugmentee.fr\/wp-content\/uploads\/2020\/07\/chess-2489553_1920.jpg\" data-orig-size=\"1920,1280\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"chess-2489553_1920\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/scope-veilleaugmentee.fr\/wp-content\/uploads\/2020\/07\/chess-2489553_1920-300x200.jpg\" data-large-file=\"https:\/\/scope-veilleaugmentee.fr\/wp-content\/uploads\/2020\/07\/chess-2489553_1920-1024x683.jpg\" src=\"https:\/\/scope-veilleaugmentee.fr\/wp-content\/uploads\/2020\/07\/chess-2489553_1920-1024x683.jpg\" alt=\"veille concurrentielle : d\u00e9passer la concurrence, une v\u00e9ritable strat\u00e9gie de jeu d'\u00e9checs\" class=\"wp-image-9179\" srcset=\"https:\/\/scope-veilleaugmentee.fr\/wp-content\/uploads\/2020\/07\/chess-2489553_1920-1024x683.jpg 1024w, https:\/\/scope-veilleaugmentee.fr\/wp-content\/uploads\/2020\/07\/chess-2489553_1920-300x200.jpg 300w, https:\/\/scope-veilleaugmentee.fr\/wp-content\/uploads\/2020\/07\/chess-2489553_1920-768x512.jpg 768w, https:\/\/scope-veilleaugmentee.fr\/wp-content\/uploads\/2020\/07\/chess-2489553_1920-1536x1024.jpg 1536w, https:\/\/scope-veilleaugmentee.fr\/wp-content\/uploads\/2020\/07\/chess-2489553_1920.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"comment-devancer-ses-concurrents\">Comment devancer ses concurrents ?<\/h2>\n\n\n\n<p>Vous l\u2019aurez compris, la veille concurrentielle est un outil indispensable et formidable pour <strong>devancer ses concurrents<\/strong>. Elle vous permet \u00e9galement d\u2019\u00eatre plus r\u00e9actif et plus inventif !<\/p>\n\n\n\n<p>Suite \u00e0 la <strong>collecte de donn\u00e9es<\/strong> sur vos concurrents, vous mettrez donc en place un syst\u00e8me d\u2019<strong>analyse marketing<\/strong> permettant de comprendre la strat\u00e9gie de votre concurrence.&nbsp;<\/p>\n\n\n\n<p>Votre analyse pourra porter sur divers sujets en fonction des objectifs que vous vous \u00eates fix\u00e9s :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>la strat\u00e9gie marketing &amp; commerciale de vos concurrents<\/li><li>les projets industriels ou de production de vos concurrents<\/li><li>leur image &amp; e-r\u00e9putation<\/li><li>leur innovation, R&amp;D<\/li><li>les partenariats qu\u2019ils concluent<\/li><li>les clients qu\u2019ils ciblent, ou qui t\u00e9moignent \u00e0 leur sujet<\/li><li>etc.<\/li><\/ul>\n\n\n\n<p>Pour <a href=\"https:\/\/scope-veilleaugmentee.fr\/#section-186\">\u00eatre accompagn\u00e9 dans votre veille concurrentielle, faites appel aux experts Scope Veille Augment\u00e9e<\/a>.&nbsp;<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"nos-conseils-de-lecture-sur-la-veille-concurrentielle\">Nos conseils de lecture sur la <strong>veille concurrentielle<\/strong> :<\/h4>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/scope-veilleaugmentee.fr\/index.php\/2018\/06\/25\/nos-conseils-pour-une-veille-concurrentielle-pertinente\/\">3 conseils pour une veille concurrentielle pertinente<\/a><\/li><li><a href=\"https:\/\/scope-veilleaugmentee.fr\/index.php\/notre-offre\/prestation-de-veille-scope-veille-augmentee\/veille-concurrentielle-prestation-scope-veille-augmentee\/\">La prestation de Veille Concurrentielle de Scope Veille Augment\u00e9e<\/a><\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-text-align-right\"><em>Adeline LORY<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La veille concurrentielle consiste \u00e0 mettre sous surveillance votre concurrence, dans l\u2019objectif de comprendre puis de r\u00e9agir \u00e0 ses actions, voire les anticiper.&nbsp; Surveiller le site web de ses concurrents n\u2019est pas suffisant. Regarder ce que font vos concurrents existants et d\u00e9j\u00e0 identifi\u00e9s n\u2019est pas&#8230;<\/p>\n","protected":false},"author":1,"featured_media":9177,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1,24,38],"tags":[],"class_list":["post-9174","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-veille","category-veille-concurrentielle"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Veille Concurrentielle : comment s&#039;informer sur la concurrence ?<\/title>\n<meta name=\"description\" content=\"Veille concurrentielle : comment s\u2019informer sur la concurrence et comprendre sa strat\u00e9gie ? 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La veille concurrentielle vous permet de comprendre les intentions strat\u00e9giques des entreprises qui \u00e9voluent sur le m\u00eame march\u00e9 que vous. C'est un bon moyen d'augmenter sa r\u00e9activit\u00e9, ou de s'assurer que vous suivez toujours la bonne voie ! 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