This paper introduces several data analysis models and applies some existing fixed ideas to analyze them. Mastering these data analysis models is beneficial to our current situation investigation and background analysis.
PEST model is often used to analyze the macro-environment, that is, to analyze the macro-factors affecting enterprise decision-making, topic selection and background investigation from four parts: political environment, economic environment, social environment and technical environment, and it is applied in all walks of life. Details are as follows.
① Politics: national policies, national laws and regulations, local government policies, domestic and international situations, international relations, etc.
② Economy: level of economic development, economic policies, national economic situation, gross national product, consumption level of residents, consumption structure of residents, inflation rate, etc.
③ Society: the history, culture, customs, religious beliefs, language, education level, aesthetic concept and lifestyle of a country or region.
(4) Technicality: the degree of national support for this technology, the application for patent authorization, the research degree of this technology, etc.
SWOT model analyzes the current situation of enterprises and predicts the future from four aspects: strengths, weaknesses, opportunities and threats.
SWOT is a model using matrix thinking. Through the organic combination of four dimensions, comprehensive and systematic research and analysis are carried out.
① Advantages and disadvantages (SW): Advantages and disadvantages are the analysis of the internal environment of an enterprise or product, from which we can know which advantages and disadvantages exist compared with competitors. Only by correctly understanding the advantages and disadvantages can we foster strengths and avoid weaknesses.
② Opportunity and threat (OT): Opportunity and threat are the analysis of macro-environment, and you can refer to PEST model. We should actively strive for opportunities, avoid threats and realize that threats are both opportunities and challenges.
List the conditions under these four dimensions one by one, and combine the four aspects with matrix thinking, SO (advantage+opportunity), WO (disadvantage+opportunity), ST (advantage+threat) and WT (disadvantage+threat) dimensions can also be obtained, and the corresponding contents are also listed for the combined four aspects.
Enlarge and make good use of your own advantages and opportunities; For their own disadvantages, it is an opportunity to improve to meet the opportunity; For their own strengths but threats, they should not be aggressive, but should continue to monitor and follow up; We should eliminate our own disadvantages and threats as much as possible.
SWOT model can be used not only for enterprises, but also for self-analysis. For example, competing for a position can analyze and evaluate strengths and weaknesses, opportunities and threats. By putting your own situation into the SWOT model, you can comprehensively evaluate the situation, recognize your own ability and calmly deal with external challenges.
The 5W2H model is also called "seven-question analysis", that is, five English words starting with W and two English words starting with H are used as the introduction to ask questions and find answers from them. It is widely used in enterprise management, in addition, it can also be used for user behavior analysis, marketing plan formulation and so on. These seven English words are as follows.
What: Questions ending in "what", such as what to do? What's the purpose?
② Why: Questions that start with "Why", such as why do you want to do it? Why this scheme?
Who: Who is responsible for the topic with people as the key words? Who is the target audience?
④ When: Questions with time as the key words, such as when to start activities? When does the activity end? When will each step be carried out separately?
⑤ Where: Questions with location as the key words, such as where (field/online) to carry out activities? What channels are there?
⑥ How: Specific implementation steps, the more detailed the better, how to do it? How to optimize?
⑦ How much: How much is involved, such as cost geometry? What is the budget? How many people are equipped? To what extent?
Being able to ask questions is also an ability. Asking questions can help us clear our minds and find out the gaps.
4P model is a classic theoretical model of marketing analysis, which was first put forward in 1960s.
4P refers to four English words beginning with "P", namely product, price, place and promotion. We can combine these four factors with marketing, analyze the current situation of products and adjust the means of promotion. This analytical model is developed around products and starts from the company level, so it is also a typical "product-centered" marketing strategy support model.
① Products: What kind of products does the company mainly promote (including tangible/intangible products)? The content, characteristics and performance of the product should be considered in the analysis.
(2) Price: the selling price of the product. The analysis should consider the production cost of the product, how the selling price compares with the price of competitors, and how big the profit margin is.
(3) Place: the process of product from production to delivery. The analysis should consider the contractor, intermediate production link and later circulation mode of the product.
(4) Promotion: the promotion methods of products, including how to promote online and how to sell offline.
4C model is a marketing theoretical model corresponding to 4P model, which was put forward by American marketing expert Professor Robert Lauterbourne in 1990. 4C refers to four English words beginning with "C", namely, consumer, cost, convenience and communication.
Different from 4P mode, 4C mode is a typical "customer-centered" thinking from the customer's point of view.
① Customer: Understand customer's needs and customize products according to customer's needs.
② Cost: including the price in the 4P model and the purchase cost of customers; From the customer's point of view, study whether customers can accept products in terms of money, time and energy.
(3) Convenience: This product should provide maximum convenience for customers, such as convenient payment and maintenance.
④ Communication: products should be able to communicate effectively with customers anytime and anywhere, listen to customers' suggestions and opinions in time, and better optimize products, such as customer service system, collecting and handling complaints, etc.
The decision tree model uses logical trees to analyze problems.
Decision tree, also called "tree diagram", is often used to decompose a problem layer by layer until the final reason is found.
When using the decision tree model, we should first find several independent and non-overlapping related factors, and then deduce the second layer of related factors from these related factors layer by layer, and finally get the final reason.
The first layer of related factors is the "big branches" of the decision tree, and the second layer is the "small branches", which constitutes the whole tree diagram.
Decision tree model can remind readers not to be confused by the present appearance, but to analyze it layer by layer and find out the real problem.
1: Why do you want to build a customer operation analysis model? SWOT model can be used to point out the necessity of customer operation analysis model.
2. How and from what angle? We can use the logical tree model and PEST model to think hierarchically from the external macro-environment and internal reserves of enterprises, such as customer value, customer activity and customer churn warning.