This article will analyze the various elements of the "Competitive Product Analysis Report" that is required to learn about the product. Because it is just the beginning of learning product-related knowledge, the article may have some shortcomings that are not clear and comprehensive. I hope readers will bear with me. The following is an overview of the various elements in the competitive product analysis report such as the editorial introduction, the purpose of the competitive product analysis, etc.
Analysis ideas: Market->Demand->Products->Product Industry Share
The editorial introduction uses the idea to analyze the market form to find out the existing user demand points, and then lead to solutions to this problem products in demand and describe their advantages and status. There are various forms of editorial introductions. Just speak the article introduction clearly and make it easy to understand. The method is relatively casual.
Example (Taopiaopiao and Maoyan): With the increasing number of moviegoers in cinemas in recent years, online ticket purchasing has become the main sales channel for movie tickets. The two major ticket purchasing software, Maoyan and Taopiaopiao, account for a relatively large share of the market in terms of movie ticket sales. The author of this article will conduct a competitive product analysis on these two products and put forward his views and suggestions on the two products. Let’s take a look. !
Idea: Investigate...the core functions and current situation of the product, analyze the highlights and shortcomings of the product in terms of content, interaction, and functions, and propose competitive strategies and plans accordingly to serve as a reference for product iterations and improve the product market share.
Example (Taopiaopiao and Maoyan): Investigate the core functions and current situation of Taopiaopiao and Maoyan products, and analyze and compare the differences between the two products in terms of content, interaction, functions, product positioning, and marketing. , and based on this, opinions and suggestions on the two products were put forward to serve as a reference for the iteration of the two products and help increase the product market share.
Idea 2: Market->Product->Purpose
Idea 1: The PEST analysis method is mainly used to conduct a general analysis of the market. Secondly, it can also analyze the market in the industry competition pattern. What position is it in, how much market share it occupies, number of users, etc. Market data assists in analysis.
Idea 2: Analyze the market level from multiple dimensions, from economic development trends and levels to consumers’ income and consumption levels to the proportion of consumers’ consumption expenditures and the proportion of consumers’ consumption in various aspects. The comparison goes to the development trend and level of the product industry, and is further subdivided into the product's share of the industry, advantages, and potential value, and finally to the product's advantages, disadvantages, development plans, breakthrough points, technology, promotion, and marketing levels.
The specific analysis of the PEST method is as follows:
P (Policy):
National policies, guidelines, laws and regulations
E (Economy):
National economic growth trend, consumer income level, spending power
S (Society):
Educational level, cultural level, customs and values< /p>
T (technology):
Technological development stage, national support, investment and patent protection
Attached are market analysis data and third-party report supply website:
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The structural modules are as follows:
1-1 Direct competing products
1-2 Indirect competing products
2-1 Determine competing products
p>3-1 Product ranking
4-1 Experience environment
Selecting competing products should not be limited to linear thinking, that is, choosing from the same dimension. If product managers choose competing products from a linear thinking perspective, they fail to see the impact of new businesses in the future and fail to adjust the new direction. Instead, they optimize and iterate on the extension of competing products, in the direction of initial demand. If you make mistakes, it will be difficult for products to break through and innovate.
---Analysis of the industrial chain
---Advertising and service income
---Other income (detailed analysis of specific businesses)
6-1 Strategic level analysis
? ---Product introduction and product positioning
---Business distribution
---Business model
---Search index
? ---User analysis (gender ratio, age composition, geographical distribution, user positioning, user needs)
6- 2 Scope level analysis
? ---Functional structure chart
6-3 Structural level analysis
---Information structure chart
6-4 Framework layer
---Comparison of UI, functions, etc. of each page
6-5 Presentation layer
---Comparison of LOGO and patterns
---S (Advantage)
---W (Disadvantage)
---O (Opportunity)
- --T (threat)
Through the comparative analysis of all aspects of the above competing products, we provide an overview of the overall product analysis and put forward our own optimization suggestions for some shortcomings of the product. ,