{"id":8561,"date":"2023-10-10T10:12:28","date_gmt":"2023-10-10T07:12:28","guid":{"rendered":"https:\/\/topdigital.com.ua\/2023\/10\/10\/%d1%8f%d0%ba-%d0%b2%d0%b8%d0%ba%d0%be%d0%bd%d0%b0%d1%82%d0%b8-%d0%ba%d0%be%d0%bd%d0%ba%d1%83%d1%80%d0%b5%d0%bd%d1%82%d0%bd%d0%b8%d0%b9-%d0%b0%d0%bd%d0%b0%d0%bb%d1%96%d0%b7-%d0%ba%d0%bb%d0%b0%d1%81\/"},"modified":"2024-07-30T15:26:11","modified_gmt":"2024-07-30T12:26:11","slug":"yak-vykonaty-konkurentnyj-analiz-klas","status":"publish","type":"post","link":"https:\/\/topdigital.com.ua\/cs\/blog\/yak-vykonaty-konkurentnyj-analiz-klas\/","title":{"rendered":"Jak prov\u00e9st konkuren\u010dn\u00ed anal\u00fdzu – klasick\u00e9 a modern\u00ed metody"},"content":{"rendered":"\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\u0430\u043d\u0430\u043b\u0456\u0437\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Jak prov\u00e9st konkuren\u010dn\u00ed anal\u00fdzu - klasick\u00e9 a modern\u00ed metody<\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\n\t\t\tHlavn\u00ed<\/a>\n\t\t<\/span>\u00bb<\/span>\n\t\t\tBlog<\/a>\n\t\t<\/span>\u00bb<\/span>\n\t\t\tJak prov\u00e9st konkuren\u010dn\u00ed anal\u00fdzu \u2013 klasick\u00e9 a modern\u00ed metody\n\t\t<\/span><\/div><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Vypracov\u00e1n\u00ed strategie pro va\u0161i spole\u010dnost vy\u017eaduje jasn\u00e9 pochopen\u00ed toho, kdo dal\u0161\u00ed pracuje v podobn\u00fdch odv\u011btv\u00edch, jak\u00e9 n\u00e1pady odpov\u00eddaj\u00ed va\u0161im a jak\u00e9 jsou v\u00fdhody a nev\u00fdhody ka\u017ed\u00e9ho z nich. Bez \u0159\u00e1dn\u00e9ho porozum\u011bn\u00ed konkurent\u016fm je obt\u00ed\u017en\u00e9 p\u0159edv\u00eddat mo\u017en\u00e9 hrozby a ur\u010dit, kdo se m\u016f\u017ee st\u00e1t hlavn\u00edm konkurentem ve va\u0161em segmentu trhu. Konkuren\u010dn\u00ed anal\u00fdza je d\u016fle\u017eit\u00fdm z\u00e1kladem pro vypracov\u00e1n\u00ed pl\u00e1nu rozvoje va\u0161\u00ed spole\u010dnosti. Po podrobn\u00e9m prostudov\u00e1n\u00ed vn\u011bj\u0161\u00edch faktor\u016f mohou market\u00e9\u0159i vz\u00edt v \u00favahu vlastnosti va\u0161eho produktu nebo slu\u017eby a navrhnout marketingovou strategii, kter\u00e1 v\u00e1m umo\u017en\u00ed odli\u0161it se od konkurence.<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Co je to anal\u00fdza konkurence?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Anal\u00fdza konkurence je prost\u0159edkem k z\u00edsk\u00e1n\u00ed dal\u0161\u00edch informac\u00ed o tom, jak si vedou jin\u00e9 spole\u010dnosti, kter\u00e9 nab\u00edzej\u00ed podobn\u00e9 produkty nebo slu\u017eby na trhu. Tato anal\u00fdza pom\u00e1h\u00e1 identifikovat siln\u00e9 a slab\u00e9 str\u00e1nky konkurent\u016f, prozkoumat jejich sortiment a cenov\u00e9 strategie, pochopit jejich obchodn\u00ed p\u0159\u00edstupy a mnoho dal\u0161\u00edho. Na z\u00e1klad\u011b z\u00edskan\u00fdch informac\u00ed m\u016f\u017eete vytvo\u0159it jedine\u010dnou nab\u00eddku pro z\u00e1kazn\u00edky a p\u0159il\u00e1kat v\u00edce z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed vynikaj\u00ed mezi ostatn\u00edmi zna\u010dkami a spole\u010dnostmi.<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Pro\u010d prov\u00e1d\u011bt anal\u00fdzu konkurence?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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N\u011bkte\u0159\u00ed podnikatel\u00e9, kte\u0159\u00ed podstupuj\u00ed riziko, mohou vstoupit na trh, ani\u017e by provedli dostate\u010dn\u00fd pr\u016fzkum sv\u00fdch p\u0159\u00edm\u00fdch konkurent\u016f. V po\u010d\u00e1te\u010dn\u00ed f\u00e1zi existence m\u016f\u017ee takov\u00fd podnik fungovat, ale v dlouhodob\u00e9m horizontu bude pravd\u011bpodobn\u011b \u010delit ne\u00fasp\u011bchu. Hlubok\u00e1 anal\u00fdza \u017eivotn\u00edho cyklu z\u00e1kazn\u00edka, jeho\u017e prost\u0159ednictv\u00edm s takovou zna\u010dkou interaguje, m\u016f\u017ee nazna\u010dovat, \u017ee ukazatele jsou pom\u011brn\u011b n\u00edzk\u00e9 a s nejv\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed je jin\u00e1 spole\u010dnost schopna p\u0159il\u00e1kat v\u00edce spot\u0159ebitel\u016f. M\u016f\u017ee nap\u0159\u00edklad nab\u00eddnout lep\u0161\u00ed slu\u017eby nebo pou\u017e\u00edt atraktivn\u011bj\u0161\u00ed ceny. Abyste si udr\u017eeli n\u00e1skok p\u0159ed takov\u00fdmi konkurenty, je d\u016fle\u017eit\u00e9 porozum\u011bt jejich slab\u00fdm str\u00e1nk\u00e1m a identifikovat siln\u00e9 str\u00e1nky va\u0161\u00ed vlastn\u00ed zna\u010dky. Anal\u00fdza konkuren\u010dn\u00ed situace pom\u00e1h\u00e1 naj\u00edt odpov\u011bdi na tyto ot\u00e1zky a p\u0159isp\u00edv\u00e1 k utv\u00e1\u0159en\u00ed hodnot spole\u010dnosti.
\nProveden\u00ed podrobn\u00e9 anal\u00fdzy trhu je velmi d\u016fle\u017eit\u00e9, kdy\u017e spole\u010dnost pl\u00e1nuje uv\u00e9st na trh nov\u00fd produkt. Konkuren\u010dn\u00ed anal\u00fdza v\u00e1m v podstat\u011b pom\u016f\u017ee pochopit, jak p\u0159il\u00e1kat z\u00e1kazn\u00edky k va\u0161\u00ed nab\u00eddce, kter\u00e1 je\u0161t\u011b nebyla implementov\u00e1na na soci\u00e1ln\u00edch s\u00edt\u00edch. To je d\u016fle\u017eit\u00e9 zejm\u00e9na v po\u010d\u00e1te\u010dn\u00ed f\u00e1zi projektu. V budoucnu budete moci nab\u00edzet inovace jak v samotn\u00e9m produktu, tak v jeho marketingov\u00e9 strategii.
\nKrom\u011b toho je d\u016fle\u017eit\u00e9 ur\u010dit, jak jsou va\u0161i nejbli\u017e\u0161\u00ed konkurenti zastoupeni v online prost\u0159ed\u00ed. B\u00fdt viditeln\u00fd v digit\u00e1ln\u00edm prostoru je v dne\u0161n\u00edm prost\u0159ed\u00ed nesm\u00edrn\u011b d\u016fle\u017eit\u00e9. Pro mnoho spot\u0159ebitel\u016f se nakupov\u00e1n\u00ed na internetu stalo nezbytnou sou\u010d\u00e1st\u00ed jejich \u017eivota, a tak je v digit\u00e1ln\u00ed komunikaci nutn\u00e9 vyniknout mezi p\u0159\u00edm\u00fdmi konkurenty a vystoupit proti jejich p\u0159\u00edtomnosti.
\nP\u0159i anal\u00fdze konkuren\u010dn\u00edho prost\u0159ed\u00ed va\u0161\u00ed spole\u010dnosti doporu\u010dujeme sestavit pl\u00e1n sv\u00e9 \u010dinnosti.<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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V\u00fdhody anal\u00fdzy konkurence<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Po proveden\u00ed anal\u00fdzy konkurence z\u00edsk\u00e1 podnik \u0159adu v\u00fdhod, v\u010detn\u011b n\u00e1sleduj\u00edc\u00edch:
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  • Definov\u00e1n\u00ed jedine\u010dn\u00e9 nab\u00eddky produktu nebo slu\u017eby. To znamen\u00e1 zjistit, co odli\u0161uje produkt nebo slu\u017ebu od podobn\u00fdch nab\u00eddek konkurence a \u010din\u00ed je atraktivn\u00edmi pro c\u00edlov\u00e9 publikum. Konkuren\u010dn\u00ed anal\u00fdza v\u00e1m pom\u016f\u017ee identifikovat siln\u00e9 a slab\u00e9 str\u00e1nky, p\u0159\u00edle\u017eitosti a hrozby a ur\u010dit, kter\u00e9 aspekty va\u0161eho produktu nebo slu\u017eby je t\u0159eba zlep\u0161it nebo zv\u00fdraznit. <\/li>\n
  • Po anal\u00fdze konkurent\u016f m\u016f\u017ee spole\u010dnost vyvinout \u00fa\u010dinnou marketingovou strategii, kter\u00e1 bude spl\u0148ovat pot\u0159eby a o\u010dek\u00e1v\u00e1n\u00ed c\u00edlov\u00e9ho publika a odli\u0161it se od konkurence. <\/li><\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    Anal\u00fdza konkurent\u016f v\u00e1m umo\u017en\u00ed identifikovat nov\u00e9 p\u0159\u00edle\u017eitosti pro r\u016fst a inovace. Pomoc\u00ed pr\u016fzkumu konkurent\u016f m\u016f\u017eete identifikovat mezery na trhu, tedy pot\u0159eby potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed je\u0161t\u011b nejsou uspokojeni nebo nejsou dostate\u010dn\u011b uspokojeni. Tyto mezery lze vyu\u017e\u00edt k v\u00fdvoji nov\u00fdch produkt\u016f nebo slu\u017eeb a tak\u00e9 k roz\u0161\u00ed\u0159en\u00ed geografick\u00e9 p\u0159\u00edtomnosti spole\u010dnosti.
    \nObecn\u011b tato anal\u00fdza pom\u00e1h\u00e1 podniku l\u00e9pe porozum\u011bt jeho pozici na trhu a dos\u00e1hnout vy\u0161\u0161\u00ed konkurenceschopnosti a ziskovosti.<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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    \n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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    Ud\u011blejte si seznam konkurent\u016f<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    Nejprve je nutn\u00e9 prov\u00e9st anal\u00fdzu trhu v konkr\u00e9tn\u00ed tematick\u00e9 oblasti s ohledem na geografickou oblast, ur\u010dit\u00e9 odv\u011btv\u00ed a specifika tohoto typu \u010dinnosti. Krom\u011b toho je d\u016fle\u017eit\u00e9 prozkoumat \u00farove\u0148 konkurence v t\u00e9to oblasti. V p\u0159\u00edpad\u011b velk\u00e9ho mno\u017estv\u00ed nab\u00eddek budete muset aktivn\u011b hledat n\u00e1pady, kter\u00e9 v\u00e1m pomohou prosadit se mezi ostatn\u00edmi hr\u00e1\u010di na trhu. V p\u0159\u00edpad\u011b n\u00edzk\u00e9 \u00farovn\u011b konkurence hroz\u00ed ztr\u00e1ta z\u00e1kazn\u00edk\u016f v d\u016fsledku cenov\u00e9 konkurence zbo\u017e\u00ed nebo slu\u017eeb. To je tak\u00e9 t\u0159eba vz\u00edt v \u00favahu.
    V\u0161echny sout\u011b\u017e\u00edc\u00ed lze obvykle rozd\u011blit do n\u011bkolika kategori\u00ed:
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    • P\u0159\u00edm\u00ed konkurenti: s nimi m\u016f\u017ee b\u00fdt nejv\u00edce pr\u016fse\u010d\u00edk\u016f, jako je stejn\u00e1 cenov\u00e1 politika, segmentace podle \u00fazem\u00ed atd. <\/li>\n
    • Nep\u0159\u00edm\u00ed konkurenti: \u010dasto c\u00edl\u00ed na stejn\u00e9 c\u00edlov\u00e9 publikum, ale poskytuj\u00ed jinou slu\u017ebu nebo produkt.<\/li>\n
    • Implicitn\u00ed konkurenti: obvykle nab\u00edzej\u00ed jin\u00fd typ produktu nebo slu\u017eby, ale mohou se st\u00e1t konkurenty, pokud rozvinou souvisej\u00edc\u00ed obory podnik\u00e1n\u00ed.<\/li><\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      Pro sestaven\u00ed nej\u00fapln\u011bj\u0161\u00edho seznamu konkuren\u010dn\u00edch firem se vyplat\u00ed vyu\u017e\u00edt tyto oblasti a rozd\u011blit je podle t\u011bchto kategori\u00ed.<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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      \n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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      Google vyhled\u00e1v\u00e1n\u00ed<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      Nejjednodu\u0161\u0161\u00ed a z\u00e1rove\u0148 efektivn\u00ed zp\u016fsob, jak ur\u010dit p\u0159\u00edm\u00e9 konkurenty, je vytvo\u0159it seznam web\u016f z prvn\u00ed str\u00e1nky v\u00fdsledk\u016f vyhled\u00e1v\u00e1n\u00ed. Sta\u010d\u00ed zadat vyhled\u00e1vac\u00ed dotaz, kter\u00fd z\u00e1kazn\u00edky zaj\u00edm\u00e1. K z\u00edsk\u00e1n\u00ed podrobn\u011bj\u0161\u00edch informac\u00ed m\u016f\u017eete tak\u00e9 pou\u017e\u00edt n\u00e1stroje jako SemRush nebo Google Analytics. Tyto p\u0159ehledy zobraz\u00ed d\u016fle\u017eit\u00e9 podrobnosti.<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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      \n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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      Recenze a hodnocen\u00ed<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      Kdy\u017e \u010dlov\u011bk nez\u00e1visle vyhled\u00e1v\u00e1 informace o r\u016fzn\u00fdch podnic\u00edch, \u010dasto pou\u017e\u00edv\u00e1 specializovan\u00e9 zdroje. V ka\u017ed\u00e9 konkr\u00e9tn\u00ed tematick\u00e9 oblasti m\u016f\u017eete naj\u00edt str\u00e1nky, kter\u00e9 se na danou oblast specializuj\u00ed. Nap\u0159\u00edklad pro turistick\u00e9 destinace jsou relevantn\u00ed recenze a hodnocen\u00ed, kter\u00e9 lze nal\u00e9zt na zdroji \u201eTurPravda\u201c. V poji\u0161\u0165ovnictv\u00ed jsou d\u016fle\u017eit\u00e1 hodnocen\u00ed spole\u010dnost\u00ed prezentovan\u00e1 na str\u00e1nk\u00e1ch specializovan\u00e9ho online magaz\u00ednu \u201eForinsurer\u201c. Pro digit\u00e1ln\u00ed agentury mohou specialist\u00e9 naj\u00edt informace na webu \u201eIT Rating of Ukraine\u201c a podobn\u011b.
      Tento p\u0159\u00edstup m\u016f\u017ee b\u00fdt u\u017eite\u010dn\u00fd p\u0159i vytv\u00e1\u0159en\u00ed po\u010d\u00e1te\u010dn\u00edho seznamu potenci\u00e1ln\u00edch konkurent\u016f.<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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      \n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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      Pr\u016fvodci a mapy<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      Pokud je firma v\u00e1z\u00e1na na konkr\u00e9tn\u00ed m\u00edsto, jako je offline obchod, lze mapy a region\u00e1ln\u00ed adres\u00e1\u0159e pou\u017e\u00edt k ur\u010den\u00ed, kdo dal\u0161\u00ed je v oboru a pobl\u00ed\u017e. Podrobn\u00fd rozbor mapy d\u00e1 odpov\u011b\u010f na ot\u00e1zku, ve kter\u00e9m okrese zat\u00edm podobn\u00e9 firmy nep\u016fsob\u00ed. Pak se m\u016f\u017ee st\u00e1t r\u016fstov\u00fdm bodem zna\u010dky.<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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      \n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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      S\u00e9mantika a deklarace<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      Pomoc\u00ed r\u016fzn\u00fdch n\u00e1stroj\u016f m\u016f\u017eete analyzovat kvalitu a objem reklam konkurence. Doporu\u010duje se tak\u00e9 prostudovat, jak\u00e1 kl\u00ed\u010dov\u00e1 slova pou\u017e\u00edvaj\u00ed, jak jsou jejich reklamy koncipov\u00e1ny, jak\u00fd d\u016fraz je kladen na s\u00e9mantick\u00fd pl\u00e1n a jak\u00e1 je efektivita (kolik kliknut\u00ed za m\u011bs\u00edc atd.).
      \nZna\u010dky, kter\u00e9 jsou takto identifikov\u00e1ny, jsou nejnebezpe\u010dn\u011bj\u0161\u00edmi konkurenty, proto\u017ee spole\u010dnost jim bude nucena konkurovat v reklamn\u00edch kampan\u00edch.
      \nPokud jde o s\u00e9mantiku, je d\u016fle\u017eit\u00e9 poznamenat, \u017ee frekvence, s jakou je n\u00e1zev zna\u010dky pou\u017e\u00edv\u00e1n v kl\u00ed\u010dov\u00fdch dotazech, je indik\u00e1torem d\u016fle\u017eitosti tohoto konkurenta.<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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      \n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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      Tr\u017ei\u0161t\u011b<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      Pokud firma p\u016fsob\u00ed v komer\u010dn\u00ed sf\u00e9\u0159e, pak si m\u016f\u017eete jednodu\u0161e sestavit seznam konkurent\u016f nebo roz\u0161\u00ed\u0159it tu st\u00e1vaj\u00edc\u00ed pomoc\u00ed tr\u017ei\u0161\u0165. Na takov\u00fdch tr\u017ei\u0161t\u00edch m\u016f\u017eete naj\u00edt obchody v\u00fdb\u011brem p\u0159\u00edslu\u0161n\u00e9 kategorie produkt\u016f, kter\u00e9 v\u00e1s zaj\u00edmaj\u00ed.<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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      \n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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      Specializovan\u00e9 slu\u017eby<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      V digit\u00e1ln\u00edm marketingu je d\u016fle\u017eit\u00e9 identifikovat nejen konkurenty ve va\u0161em v\u00fdklenku, ale tak\u00e9 identifikovat ty, kte\u0159\u00ed se stanou va\u0161imi soupe\u0159i v propagaci reklamy. K dosa\u017een\u00ed tohoto c\u00edle m\u016f\u017eete vyu\u017e\u00edt r\u016fzn\u00e9 zdroje, kter\u00e9 poskytnou informace pro dal\u0161\u00ed \u00favahy a jedn\u00e1n\u00ed.
      \nNa rozd\u00edl od tradi\u010dn\u00edch marketingov\u00fdch n\u00e1stroj\u016f mohou specializovan\u00e9 slu\u017eby uk\u00e1zat, kter\u00e9 dom\u00e9ny online dominuj\u00ed a kde se kl\u00ed\u010dov\u00e9 dotazy prol\u00ednaj\u00ed. Slu\u017eby jako podobn\u00fd web.com a serpstat.com nab\u00edzej\u00ed specialist\u016fm nejv\u00edce p\u0159\u00edle\u017eitost\u00ed. S jejich pomoc\u00ed m\u016f\u017eete nejen sestavit kompletn\u00ed seznam konkurent\u016f ve va\u0161em odv\u011btv\u00ed, ale tak\u00e9 sledovat v\u00fdkonnost sv\u00e9 vlastn\u00ed spole\u010dnosti v budoucnu.<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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      \n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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      Zpr\u00e1vy ze str\u00e1nek<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      Pro sestaven\u00ed seznamu konkurent\u016f m\u016f\u017eete vyu\u017e\u00edt p\u0159ehledy z Google AdWords. Na t\u00e9to slu\u017eb\u011b je mo\u017en\u00e9 nakonfigurovat p\u0159\u00edjem dat na \"Statistiky aukc\u00ed\", kter\u00e9 budou odr\u00e1\u017eet pozici Va\u0161\u00ed spole\u010dnosti mezi ostatn\u00edmi, kter\u00e9 spustily kontextovou reklamu. Je d\u016fle\u017eit\u00e9 si uv\u011bdomit, \u017ee tyto informace budou dostupn\u00e9 a\u017e po aktivaci va\u0161\u00ed vlastn\u00ed reklamn\u00ed kampan\u011b.<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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      \n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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      Pr\u016fzkum c\u00edlov\u00e9 skupiny a z\u00e1kazn\u00edk\u016f<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      Cenn\u00e9 informace od c\u00edlov\u00e9 skupiny lze z\u00edskat objedn\u00e1n\u00edm speci\u00e1ln\u00edho pr\u016fzkumu mezi potenci\u00e1ln\u00edmi u\u017eivateli. Anal\u00fdza odpov\u011bd\u00ed uk\u00e1\u017ee, jak dob\u0159e se v\u00e1m da\u0159\u00ed odpov\u00eddat va\u0161im z\u00e1kazn\u00edk\u016fm a zda v\u00e1m unikli va\u0161i konkurenti. Kl\u00ed\u010dov\u00e9 ot\u00e1zky, kter\u00e9 byste m\u011bli polo\u017eit sv\u00e9 c\u00edlov\u00e9 skupin\u011b, mohou zahrnovat:
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      • Co ovlivnilo v\u00e1\u0161 v\u00fdb\u011br produktu? <\/li>\n
      • Jak\u00e1 krit\u00e9ria byla nejd\u016fle\u017eit\u011bj\u0161\u00ed p\u0159i rozhodov\u00e1n\u00ed? <\/li>\n
      • Vyu\u017eili jste slu\u017eeb nebo \u0159e\u0161ili podobn\u00e9 nab\u00eddky jin\u00fdch spole\u010dnost\u00ed? <\/li>\n
      • Co by v\u00e1s mohlo zaj\u00edmat atd. <\/li><\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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        Zkoum\u00e1n\u00ed odpov\u011bd\u00ed na tyto ot\u00e1zky umo\u017en\u00ed v budoucnu prov\u00e9st srovn\u00e1vac\u00ed anal\u00fdzu konkurent\u016f v kvantitativn\u00edm i kvalitativn\u00edm rozm\u011bru.
        \nJe mo\u017en\u00e9 identifikovat va\u0161i c\u00edlovou skupinu a prov\u00e1d\u011bt pr\u016fzkumy osobn\u011b na r\u016fzn\u00fdch akc\u00edch v r\u016fzn\u00fdch tematick\u00fdch oblastech, jako jsou veletrhy, konference a online setk\u00e1n\u00ed.<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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        \n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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        Pr\u016fzkum c\u00edlov\u00e9 skupiny a z\u00e1kazn\u00edk\u016f<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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        Pro zjednodu\u0161en\u00ed anal\u00fdzy konkuren\u010dn\u00edho prost\u0159ed\u00ed m\u016f\u017eete pou\u017e\u00edt metodu navr\u017eenou americk\u00fdm ekonomem Porterem. Navrhuje ur\u010dit pozici firmy na trhu mimo jin\u00e9 s p\u0159ihl\u00e9dnut\u00edm k faktor\u016fm, kter\u00e9 ovliv\u0148uj\u00ed organizaci p\u0159i jej\u00ed interakci s vn\u011bj\u0161\u00edm prost\u0159ed\u00edm:
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        • D\u016fle\u017eitou roli hraje po\u010det a stupe\u0148 rozvoje konkurent\u016f v odv\u011btv\u00ed. Za m\u00e9n\u011b atraktivn\u00ed je pova\u017eov\u00e1n segment, ve kter\u00e9m je zna\u010dn\u00fd po\u010det siln\u00fdch konkurent\u016f a prodeje nerostou. V takov\u00fdch p\u0159\u00edpadech je nutn\u00e9 zv\u00e1\u017eit mo\u017enost velk\u00fdch investic do rozvoje a p\u0159ipravit se na mo\u017en\u00e9 informa\u010dn\u00ed a cenov\u00e9 konflikty. <\/li>\n
        • D\u016fle\u017eit\u00fdm faktorem, kter\u00fd ovliv\u0148uje situaci v konkr\u00e9tn\u00edm segmentu trhu, je interakce s dodavateli. V p\u0159\u00edpad\u011b monopoln\u00edch dodavatel\u016f maj\u00ed obrovskou kontrolu nad pr\u016fmyslem. Jejich mo\u017enosti ohledn\u011b cen, kvality zbo\u017e\u00ed a objem\u016f dod\u00e1vek jsou prakticky neomezen\u00e9. Chcete-li v takov\u00fdch podm\u00ednk\u00e1ch rozv\u00edjet sv\u00e9 podnik\u00e1n\u00ed, budete muset bu\u010f vytvo\u0159it vz\u00e1jemn\u011b v\u00fdhodn\u00e9 vztahy s dodavateli, nebo hledat nov\u00e9 zdroje dod\u00e1vek. <\/li>\n
        • Jedn\u00edm z kl\u00ed\u010dov\u00fdch aspekt\u016f je \u00farove\u0148 organizace a po\u010det kupuj\u00edc\u00edch v konkr\u00e9tn\u00edm segmentu. Situace m\u016f\u017ee ztratit na atraktivit\u011b, kdy\u017e z\u00e1kazn\u00edci maj\u00ed v\u00fdznamn\u00fd vliv, kter\u00fd jim umo\u017e\u0148uje ovliv\u0148ovat cenovou politiku a kvalitu produkt\u016f. P\u0159i tvorb\u011b strategie pro tento segment je d\u016fle\u017eit\u00e9 zam\u011b\u0159it se na budov\u00e1n\u00ed dlouhodob\u00fdch vztah\u016f se st\u00e1l\u00fdmi z\u00e1kazn\u00edky a nab\u00edzet produkty, kter\u00e9 odpov\u00eddaj\u00ed jejich pot\u0159eb\u00e1m. <\/li>\n
        • D\u016fle\u017eit\u00fdm aspektem je pravd\u011bpodobnost vstupu na trh podobn\u00fdch slu\u017eeb nebo v\u00fdskyt n\u00e1hra\u017eek zbo\u017e\u00ed. V odv\u011btv\u00edch, kde je tato pravd\u011bpodobnost vy\u0161\u0161\u00ed ne\u017e pr\u016fm\u011br, se zah\u00e1jen\u00ed nov\u00e9ho podnik\u00e1n\u00ed st\u00e1v\u00e1 velmi riskantn\u00edm. Zaprv\u00e9 miz\u00ed cenov\u00e1 kontrola a zadruh\u00e9 se pravd\u011bpodobnost dosa\u017een\u00ed zisku v dlouhodob\u00e9m horizontu velmi sn\u00ed\u017e\u00ed. <\/li>\n
        • Riziko, \u017ee se objev\u00ed nov\u00ed konkurenti, je faktor, kter\u00fd pom\u00e1h\u00e1 ur\u010dit p\u0159\u00edtomnost p\u0159ek\u00e1\u017eek vstupu a v\u00fdstupu z ur\u010dit\u00e9ho segmentu trhu. Za atraktivn\u00ed segment se pova\u017euje segment, do kter\u00e9ho je obt\u00ed\u017en\u00e9 vstoupit (tj. existuj\u00ed v\u00fdznamn\u00e9 p\u0159ek\u00e1\u017eky, jako je siln\u00e1 konkurence, velk\u00e1 velikost trhu, vysok\u00e1 kontrola nad distribuc\u00ed atd.), ale v p\u0159\u00edpad\u011b pot\u0159eby je relativn\u011b snadn\u00e9 vystoupit nebo se p\u0159e\u0161kolit. V tomto segmentu m\u016f\u017eete po\u010d\u00edtat s vysokou \u00farovn\u00ed zisku. Pokud jsou bari\u00e9ry na obou stran\u00e1ch n\u00edzk\u00e9, pak bude p\u0159\u00edjem stabiln\u00ed, ale ne p\u0159\u00edli\u0161 velk\u00fd. <\/li>\n
        • Po dokon\u010den\u00ed t\u00e9to d\u016fle\u017eit\u00e9 f\u00e1ze anal\u00fdzy konkurence m\u016f\u017eete p\u0159esn\u011b vyhodnotit dopady nejd\u016fle\u017eit\u011bj\u0161\u00edch \u00fa\u010dastn\u00edk\u016f na trh a z\u00edskat z\u00e1kladn\u00ed informace pro rozvoj strategi\u00ed interakce se spot\u0159ebiteli, dodavateli a p\u0159\u00edm\u00fdmi konkurenty. <\/li>\n
        • V kone\u010dn\u00e9 f\u00e1zi anal\u00fdzy bude dosa\u017eeno pochopen\u00ed po\u010dtu p\u0159\u00edm\u00fdch a nep\u0159\u00edm\u00fdch konkurent\u016f, tempa r\u016fstu trhu, dynamiky v\u00fdskytu nov\u00fdch nab\u00eddek a zp\u016fsob\u016f spolupr\u00e1ce s dodavateli a spot\u0159ebiteli. To poskytne p\u0159\u00edle\u017eitost p\u0159edpov\u00eddat vyhl\u00eddky rozvoje odv\u011btv\u00ed v p\u0159\u00ed\u0161t\u00edch t\u0159ech letech. <\/li><\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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          \n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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          Jak vytvo\u0159it mapu sout\u011b\u017e\u00edc\u00edch<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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          Efektivn\u00ed anal\u00fdzu konkurent\u016f lze prov\u00e9st vytvo\u0159en\u00edm mapy jejich pozice na trhu. Tato metoda v\u00e1m umo\u017e\u0148uje identifikovat p\u0159edn\u00ed hr\u00e1\u010de, odhadnout jejich pod\u00edl na trhu a vyhodnotit \u00fasp\u011b\u0161nost jejich strategi\u00ed.
          \nExistuj\u00ed r\u016fzn\u00e9 p\u0159\u00edstupy k vytv\u00e1\u0159en\u00ed mapy konkurence. Anal\u00fdza a vztahy v\u0161ech dat poskytnou nej\u00fapln\u011bj\u0161\u00ed obr\u00e1zek o situaci na trhu.
          \nSpecialist\u00e9 doporu\u010duj\u00ed pou\u017e\u00edt pro srovn\u00e1n\u00ed n\u00e1sleduj\u00edc\u00ed krit\u00e9ria:
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          • Pom\u011br ceny a kvality produktu. <\/li>\n
          • Geografick\u00e9 pokryt\u00ed vybran\u00e9ho segmentu. <\/li>\n
          • Objem investic v tomto odv\u011btv\u00ed. <\/li>\n
          • M\u00edra r\u016fstu a pod\u00edl spole\u010dnosti na trhu. <\/li><\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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            Anal\u00fdza odv\u011btv\u00ed podle t\u011bchto parametr\u016f pom\u016f\u017ee graficky zobrazit, kter\u00e9 spole\u010dnosti jsou dominantn\u00ed a ur\u010dit sm\u011br v\u00fdvoje nov\u00fdch produkt\u016f a tak\u00e9 to, kdo pou\u017e\u00edv\u00e1 nejlep\u0161\u00ed prodejn\u00ed metody. To v\u0161e p\u0159isp\u011bje k nalezen\u00ed bod\u016f r\u016fstu va\u0161eho vlastn\u00edho podnik\u00e1n\u00ed.<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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            \n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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            Klasick\u00e9 metody anal\u00fdzy konkurence<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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            P\u0159\u00edklad anal\u00fdzy konkuren\u010dn\u00edho prost\u0159ed\u00ed je zalo\u017een na my\u0161lence, \u017ee konkuren\u010dn\u00ed firmy p\u0159ij\u00edmaj\u00ed r\u016fzn\u00e1 opat\u0159en\u00ed k dosa\u017een\u00ed sv\u00fdch c\u00edl\u016f a postupu na trhu.
            \nJednou ze zn\u00e1m\u00fdch a \u00fa\u010dinn\u00fdch metod konkuren\u010dn\u00ed anal\u00fdzy je SWOT anal\u00fdza. Jeho hlavn\u00edm \u00fa\u010delem je ur\u010dit siln\u00e9 a slab\u00e9 str\u00e1nky podniku a jeho konkurent\u016f, stejn\u011b jako ur\u010dit p\u0159\u00edle\u017eitosti pro rozvoj a potenci\u00e1ln\u00ed hrozby.
            \nV procesu anal\u00fdzy se sna\u017e\u00ed odpov\u011bd\u011bt na n\u00e1sleduj\u00edc\u00ed ot\u00e1zky:
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            • Jak\u00e9 v\u00fdhody m\u00e1 spole\u010dnost? Jak je lze vyu\u017e\u00edt k ovl\u00e1dnut\u00ed sout\u011b\u017ee? <\/li>\n
            • Jak\u00e9 jsou slab\u00e9 str\u00e1nky zna\u010dky a lze je prom\u011bnit v p\u0159\u00edle\u017eitosti? <\/li>\n
            • Jak\u00e9 jsou nejslibn\u011bj\u0161\u00ed p\u0159\u00edle\u017eitosti pro r\u016fst a rozvoj? <\/li>\n
            • Jak\u00e1 rizika jsou pova\u017eov\u00e1na za nejnebezpe\u010dn\u011bj\u0161\u00ed? <\/li><\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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              Z\u00edskan\u00e1 data jsou obvykle zpracov\u00e1na ve form\u011b tabulky a slou\u017e\u00ed k vypracov\u00e1n\u00ed strategick\u00fdch opat\u0159en\u00ed zam\u011b\u0159en\u00fdch na:
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              • maxim\u00e1ln\u00ed vyu\u017eit\u00ed siln\u00fdch str\u00e1nek; <\/li>\n
              • pos\u00edlen\u00ed slab\u00fdch str\u00e1nek; <\/li>\n
              • sn\u00ed\u017een\u00ed rizik a hrozeb. <\/li><\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                Tato popsan\u00e1 metoda konkuren\u010dn\u00ed anal\u00fdzy pom\u00e1h\u00e1 identifikovat a kvalifikovan\u011b posoudit kl\u00ed\u010dov\u00e9 faktory rozvoje spole\u010dnosti.<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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                \n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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                Produkt, cena, m\u00edsto, propagace, lid\u00e9, proces, fyzick\u00e9 d\u016fkazy - komplexn\u00ed konkuren\u010dn\u00ed anal\u00fdza pomoc\u00ed metody 7P<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                P\u0159i rozhodov\u00e1n\u00ed o ot\u00e1zce anal\u00fdzy konkurence by market\u00e9r nem\u011bl zapom\u00ednat na klasick\u00e9 ukazatele \u201e7R\u201c. Pro pou\u017eit\u00ed t\u00e9to techniky je nejjednodu\u0161\u0161\u00ed definovat parametry pro srovn\u00e1n\u00ed v ka\u017ed\u00e9m sm\u011bru a ud\u011blit hodnocen\u00ed v\u0161em zna\u010dk\u00e1m, kter\u00e9 maj\u00ed b\u00fdt analyzov\u00e1ny. \"Sedm P\" zahrnuje n\u00e1sleduj\u00edc\u00ed faktory:
                  \n
                • produkt. <\/b> Je d\u016fle\u017eit\u00e9 porovn\u00e1vat vlastnosti zbo\u017e\u00ed a slu\u017eeb, jejich kvalitu a sortiment. <\/li>\n
                • cena.<\/b> Shroma\u017e\u010fujeme pot\u0159ebn\u00e9 informace a prov\u00e1d\u00edme srovn\u00e1vac\u00ed anal\u00fdzu cen a platebn\u00edch mo\u017enost\u00ed. <\/li>\n
                • m\u00edsto.<\/b> M\u00edsto prodeje a online p\u0159\u00edtomnost jsou nesm\u00edrn\u011b d\u016fle\u017eit\u00e9.<\/li>\n
                • propagace.<\/b> Analyzuje se pokrok v reklam\u011b, zkoum\u00e1 se stav PR komunikace a porovn\u00e1vaj\u00ed se propaga\u010dn\u00ed nab\u00eddky. <\/li>\n
                • lid\u00ed. <\/b> Zva\u017eujeme ot\u00e1zky souvisej\u00edc\u00ed s kvalifikac\u00ed person\u00e1lu a studujeme dostupnost zam\u011bstnanc\u016f v konkuren\u010dn\u00edch spole\u010dnostech, kter\u00e9 maj\u00ed jedine\u010dn\u00e9 certifik\u00e1ty. <\/li>\n
                • proces. <\/b> Prov\u00e1d\u00edme srovn\u00e1vac\u00ed anal\u00fdzu metod obchodn\u00ed organizace, zkoum\u00e1me, kdo jsou hlavn\u00ed dodavatel\u00e9, a studujeme organizaci logistick\u00fdch proces\u016f. <\/li>\n
                • fyzick\u00e9 d\u016fkazy. <\/b> Zkoum\u00e1me zp\u016fsoby p\u0159ij\u00edm\u00e1n\u00ed slu\u017eby a reakce z\u00e1kazn\u00edk\u016f na ni a analyzujeme tak\u00e9 zp\u011btnou vazbu, kterou z\u00e1kazn\u00edci odch\u00e1zej\u00ed. <\/li><\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                  Na z\u00e1klad\u011b anal\u00fdzy konkurent\u016f m\u016f\u017eeme sestavit srovn\u00e1vac\u00ed tabulku s body hodnocen\u00ed. Na z\u00e1klad\u011b t\u00e9to tabulky se ur\u010d\u00ed sm\u011bry rozvoje podnik\u00e1n\u00ed a vytvo\u0159\u00ed se unik\u00e1tn\u00ed prodejn\u00ed nab\u00eddka.<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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                  \n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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                  Digit\u00e1ln\u00ed anal\u00fdza konkurent\u016f<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                  Tradi\u010dn\u00ed marketingov\u00e9 n\u00e1stroje a metody v\u00e1m nemohou v\u017edy pomoci pochopit, kde si v digit\u00e1ln\u00edm sv\u011bt\u011b stoj\u00ed va\u0161i konkurenti. Proto je anal\u00fdza konkurence v digit\u00e1ln\u00edm prost\u0159ed\u00ed obzvl\u00e1\u0161t\u011b d\u016fle\u017eit\u00e1. K proveden\u00ed takov\u00e9 anal\u00fdzy m\u016f\u017eete vyu\u017e\u00edt speci\u00e1ln\u00ed slu\u017eby jako Google Ads, SpyWords, SimilarWeb a dal\u0161\u00ed.<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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                  \n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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                  Anal\u00fdza konkuren\u010dn\u00edch str\u00e1nek<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                  Pro proveden\u00ed hloubkov\u00e9 anal\u00fdzy konkurent\u016f v t\u00e9to souvislosti je nutn\u00e9 vybrat 3\u20135 spole\u010dnost\u00ed z p\u0159edchoz\u00edho seznamu a porovnat jejich ofici\u00e1ln\u00ed webov\u00e9 str\u00e1nky. Hlavn\u00ed ot\u00e1zky pro srovn\u00e1n\u00ed lze rozd\u011blit do kategori\u00ed:
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                  • U\u017eivatelsk\u00e1 p\u0159\u00edv\u011btivost: Pro dal\u0161\u00ed v\u00fdvoj je d\u016fle\u017eit\u00e9 prostudovat, jak je web u\u017eivatelsky p\u0159\u00edv\u011btiv\u00fd, zda m\u00e1 jasnou strukturu, zda m\u00e1 p\u0159\u00edjemn\u00fd design a zda je pro n\u00e1v\u0161t\u011bvn\u00edky snadn\u00e9 naj\u00edt pot\u0159ebn\u00e9 sekce . <\/li>\n
                  • Textov\u00fd obsah: Hodnocen\u00ed zaj\u00edmavosti text\u016f, u\u017eite\u010dnosti poskytovan\u00fdch informac\u00ed, absence spamu a gramatick\u00fdch chyb. <\/li>\n
                  • Technick\u00e9 vlastnosti: Kontrola rychlosti na\u010d\u00edt\u00e1n\u00ed str\u00e1nek, adaptabilita pro mobiln\u00ed za\u0159\u00edzen\u00ed a detekce technick\u00fdch nedostatk\u016f. <\/li>\n
                  • Marketingov\u00e9 aspekty: Zji\u0161\u0165ov\u00e1n\u00ed p\u0159\u00edtomnosti na str\u00e1nce k aktivn\u00edm akc\u00edm potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f, udr\u017eov\u00e1n\u00ed loajality st\u00e1vaj\u00edc\u00edch z\u00e1kazn\u00edk\u016f, nab\u00edzen\u00ed z\u00e1ruk atd. <\/li><\/ul><\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                    Metody anal\u00fdzy konkurence se mohou li\u0161it, ale pro za\u010d\u00e1tek si v ka\u017ed\u00e9 z t\u011bchto kategori\u00ed m\u016f\u017eete nastavit sk\u00f3re na 10bodov\u00e9 stupnici a vytvo\u0159it teplotn\u00ed mapu pro vizualizaci konkuren\u010dn\u00ed situace v odv\u011btv\u00ed.
                    \nPro p\u0159esn\u011bj\u0161\u00ed p\u0159edstavu o situaci v tomto segmentu se m\u016f\u017eete obr\u00e1tit na SEO specialisty, kte\u0159\u00ed zajist\u00ed posouzen\u00ed konkurenceschopnosti spole\u010dnosti na z\u00e1klad\u011b spln\u011bn\u00ed po\u017eadavk\u016f vyhled\u00e1vac\u00edch algoritm\u016f.<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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                    \n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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                    Anal\u00fdza reklamn\u00ed a marketingov\u00e9 \u010dinnosti<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                    Dnes existuj\u00ed speci\u00e1ln\u00ed n\u00e1stroje, kter\u00e9 v\u00e1m umo\u017e\u0148uj\u00ed analyzovat konkurenty a jejich reklamn\u00ed strategie propagace. Nab\u00edz\u00edme v\u00e1m tabulku, kter\u00e1 zobrazuje d\u016fle\u017eit\u00e9 ukazatele pro hodnocen\u00ed \u00farovn\u011b propagace va\u0161\u00ed organizace a slu\u017eeb a ukazuje, kter\u00e9 n\u00e1stroje lze efektivn\u011b vyu\u017e\u00edt:
                    <\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                    Indik\u00e1tor pro hodnocen\u00ed marketingov\u00e9 aktivity v s\u00edti<\/th>N\u00e1stroje<\/th>\t\t\t\t<\/tr>\n\t\t\t<\/thead>\n\t\t\t\t\t\t
                    Pov\u011bdom\u00ed z\u00e1kazn\u00edk\u016f o zna\u010dce<\/td>Wordstat, KeywordPlanner<\/td><\/tr>
                    Viditelnost pomoc\u00ed vyhled\u00e1va\u010d\u016f<\/td>Seorate, Allpositions, Serpstat, Semrushe<\/td><\/tr>
                    Inzer\u00e1ty a \u017e\u00e1dosti o jejich vystaven\u00ed<\/td>Spywords<\/td><\/tr>
                    Ekologick\u00fd probl\u00e9m<\/td>Spywords<\/td>\t\t\t\t<\/tr>\n\t\t\t<\/tbody>\n\t\t<\/table>\n\t\t\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                    Z\u00edskan\u00e9 informace pomohou pos\u00edlit vlastn\u00ed reklamn\u00ed aktivity, pochopit zvl\u00e1\u0161tnosti na\u0161eho segmentu (nap\u0159\u00edklad sez\u00f3nnost propagace) a d\u00e1le roz\u0161\u00ed\u0159it po\u010det marketingov\u00fdch kan\u00e1l\u016f pro na\u0161i zna\u010dku.<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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                    \n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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                    Anal\u00fdza PR aktivit a soci\u00e1ln\u00edch s\u00edt\u00ed<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                    Dnes je d\u016fle\u017eit\u00e9 rozum\u011bt tomu, jak se zna\u010dka umis\u0165uje na soci\u00e1ln\u00edch s\u00edt\u00edch. Hlavn\u00ed c\u00edle konkuren\u010dn\u00ed anal\u00fdzy v t\u00e9to oblasti souvisej\u00ed s hodnocen\u00edm \u00farovn\u011b d\u016fv\u011bry, kterou komunikace zna\u010dky vytv\u00e1\u0159\u00ed, a tak\u00e9 se studiem toho, jak se tvo\u0159\u00ed skupina b\u011b\u017en\u00fdch u\u017eivatel\u016f a zda se k propagaci na soci\u00e1ln\u00edch s\u00edt\u00edch pou\u017e\u00edvaj\u00ed r\u016fzn\u00e9 mechanismy. .
                    \nM\u016f\u017eete prov\u00e9st srovn\u00e1vac\u00ed anal\u00fdzu aktivit konkurence podle n\u00e1sleduj\u00edc\u00edch krit\u00e9ri\u00ed:
                      \n
                    • Obsah na str\u00e1nk\u00e1ch: Je d\u016fle\u017eit\u00e9 studovat pravidelnost publikac\u00ed, t\u00e9matiku, jedine\u010dnost obrazov\u00e9ho materi\u00e1lu a organizaci sout\u011b\u017e\u00ed. <\/li>\n
                    • Propagace: Pro srovn\u00e1n\u00ed by m\u011bla b\u00fdt hodnocena kvalita c\u00edlen\u00e9 reklamy, spolupr\u00e1ce s blogery a aktivita v tematick\u00fdch komunit\u00e1ch. <\/li>\n
                    • Komunikace se z\u00e1kazn\u00edky: Relevantn\u00edmi faktory jsou rychlost odpov\u011bd\u00ed, komunikace v koment\u00e1\u0159\u00edch a t\u00f3n komunikace. <\/li><\/ul><\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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                      \n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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                      Jak \u010dasto by se m\u011bla prov\u00e1d\u011bt anal\u00fdza konkurence?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                      Konkurenci je nutn\u00e9 pravideln\u011b sledovat, zejm\u00e9na p\u0159ed tvorbou ro\u010dn\u00ed strategie spole\u010dnosti. Tento proces pom\u00e1h\u00e1 sledovat dynamiku v\u00fdvoje ve va\u0161em v\u00fdklenku a vyhodnocovat zm\u011bny v pozici va\u0161\u00ed spole\u010dnosti. Na z\u00e1klad\u011b v\u00fdsledk\u016f konkuren\u010dn\u00ed anal\u00fdzy lze prov\u00e9st \u00fapravy podnikatelsk\u00e9ho pl\u00e1nu za \u00fa\u010delem dosa\u017een\u00ed stanoven\u00fdch c\u00edl\u016f a z\u00e1m\u011br\u016f.<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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                      \n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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                      Objednejte si anal\u00fdzu konkurence u n\u00e1s v marketingov\u00e9 agentu\u0159e TOP-DIGITAL<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                      Objednejte si anal\u00fdzu konkurence u n\u00e1s v marketingov\u00e9 agentu\u0159e TOP-DIGITAL<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

                      Jak prov\u00e9st konkuren\u010dn\u00ed anal\u00fdzu – klasick\u00e9 a modern\u00ed metody Vypracov\u00e1n\u00ed strategie pro va\u0161i spole\u010dnost vy\u017eaduje jasn\u00e9 pochopen\u00ed toho, kdo dal\u0161\u00ed pracuje v podobn\u00fdch odv\u011btv\u00edch, jak\u00e9 n\u00e1pady odpov\u00eddaj\u00ed va\u0161im a jak\u00e9 jsou v\u00fdhody a nev\u00fdhody ka\u017ed\u00e9ho z nich. Bez \u0159\u00e1dn\u00e9ho porozum\u011bn\u00ed konkurent\u016fm je obt\u00ed\u017en\u00e9 p\u0159edv\u00eddat mo\u017en\u00e9 hrozby a ur\u010dit, kdo se m\u016f\u017ee st\u00e1t hlavn\u00edm konkurentem ve […]<\/p>\n","protected":false},"author":37,"featured_media":8562,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[79],"tags":[],"class_list":["post-8561","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t