I. Structure of competing product analysis report (structure is not fixed, for reference only):
Experience environment
Market conditions (market capacity, competition pattern, market share distribution)
Industry analysis (historical changes, development trends)
Demand analysis (play the user and choose the research object)
Identify competitive products (product consultation and collection, selecting products with the same or similar services/target users)
Comparison of competitive products (multiple analysis methods)
Similarities and differences of business models
Similarities and differences of business/product models
Operation and promotion strategy
Induction and summary
Second, access to information.
1. quarterly report and annual report of the company
2. Company official website (version update, talent recruitment, latest news, etc. )
3. Product forum (user feedback, customer service reply, etc.). )
4. Industry analysis reports of data websites such as iResearch and Analysys International.
5. Analysis articles in news forums or industry media, etc.
6. Obtain internal information from the other company, relevant channels, markets, operations and other departments.
7. As a user, use the other party's products for customer service or technical consultation. , and get the information you want to know (especially the direction of product implementation rules)
8. Find other product users (core users, ordinary users, etc.). ) conduct interviews, etc.
9. Baidu Index, alexa.com, Google Advertising Planning, etc.
Third, when analyzing the function, we can use the method of 5W 1H (what, why, where, when, who, how):
What is the function?
What problem has been solved?
What is the usage scenario?
When can I use it? How long will it last? Who is the user group?
What's the problem? In what way?