SWOT is to combine internal resources and external environment, clearly determine the resource advantages and disadvantages of the analyzed object, and understand the opportunities and challenges faced by the object. S (strength) competitive advantage, W (weakness) competitive disadvantage, O (opportunity) opportunity, T (threat) threat. Where s and w are internal factors and o and t are external factors. SWOT analysis usually lists all the factors of S, W, O and T, arranges them in the form of matrix, and then analyzes them through mutual matching, from which a series of corresponding conclusions are drawn.
In SWOT analysis, it is usually to analyze all kinds of factors, draw corresponding conclusions and find out corresponding strategies.
The following are four analysis models of SWOT analysis:
So (advantage+opportunity): use external opportunities to rapidly develop internal advantages and build a moat.
WT (weakness+threat): try to avoid external threats to reduce internal disadvantages, so as not to become a stumbling block.
WO (weakness+opportunity): make use of external opportunities to make up for internal disadvantages and improve them.
ST (Advantage+Risk): Use your own advantages to reduce external threats and monitor external threats.
Application: business analysis, strategic planning, competitive product analysis.
Business Model Canvas refers to integrating nine key modules of business model design into one canvas, which can intuitively describe, evaluate and design business models.
Customer segmentation: Your target user base is the core of the business model.
Value proposition: What kind of pain points can be solved or what kind of value can be created for the target users?
How to contact users? Such as network promotion, physical store, WeChat official account, etc.
Customer relationship: describes the type of customer relationship established between the product and the target user. For example, providing online communities, and creating value videos by major users.
Source of income: how to get cash income. Such as advertising, knowledge payment, e-commerce and so on.
Core resources: resources needed to ensure the smooth operation of the business model. Such as physical objects, talents, funds, patents, etc.
Key business: the most important thing to ensure the smooth operation of the business model. For example, producing products, providing customers with solutions and building platforms.
Important cooperation: establish cooperation with the outside world and enhance your own advantages. For example, cooperation with upstream and downstream of the supply chain
Cost structure: the total cost required for enterprise operation.
Scope of application: designing suitable business models, formulating strategies and evaluating business models.
KANO model is a tool invented by Noriaki Kano, a professor in tokyo institute of technology, to classify and prioritize users' needs. By analyzing the influence of user demand on user satisfaction, the relationship between product function and user satisfaction is reflected.
The figure shows the changes of user satisfaction brought about by three different types of requirements realization.
Expected demand: the demand that users expect to be met. User satisfaction will be improved if it is realized, and will be reduced if it is not realized. It is also the demand that product managers need to tap and meet most.
Basic needs: needs that must be solved. No, user satisfaction will drop sharply. However, after the demand is provided, the user satisfaction will not improve with the optimization of this demand.
Stimulated demand: the unexpected demand of users. Satisfaction will not decrease if it is not solved, but will increase greatly if it is solved. But usually you don't need to spend a lot of resources to make highlights.
Scope of application: demand analysis
Empathy diagram is an easy-to-understand visual image, which can capture the information of user's behavior and attitude. It is an effective tool to help the team gain user insight. You can better understand the user's environment, behavior, expectations and pain points.
The following six questions will help enrich the details of the user's portrait:
What did she see? -Describe what the user sees in the environment.
What did she hear? -Describe how the environment affects this user.
What are her real thoughts and feelings? -trying to figure out the process of user thinking.
What does she say and do? -Imagine what the user might say, or what she might do in public.
What is her sore spot? -Think about the pain points of users.
What is her expected return? -Understand users' expectations and try to meet them.
Application scope: user analysis and user portrait construction.
RFM model is an important tool and means to measure current customer value and potential customer value. RFM model is generally used to subdivide the most valuable users, and use limited marketing resources to concentrate on investment, so as to maximize the value output.
R value: Recency: indicates the time since the last consumption of the user. The closer the consumption time is, the greater the customer value is.
F value: consumption frequency refers to the number of purchases made by customers within a fixed period of time (such as one year).
M value: currency refers to the amount spent by customers in the corresponding time (for example, one year).
Application scope: customer segmentation, user analysis and user portrait.
PEST model is usually used to analyze the external macro environment of enterprises. PEST mainly analyzes the external environment from four aspects: politics, economy, society and technology, so that enterprises can make use of the opportunities of survival and development to find and avoid possible threats to the environment as soon as possible.
Political environment refers to the political system, system, principles and policies, laws and regulations of a country or region. These factors often affect the business behavior of enterprises, especially the long-term investment behavior of enterprises.
Economic environment refers to the domestic and international economic conditions, macroeconomic policies, economic development level and other factors that enterprises must consider in the process of formulating strategies.
Social environment mainly refers to the national characteristics, cultural traditions, values, religious beliefs, education level, customs and habits of the members in the society where the organization is located.
Technical environment refers to the technical level, technical policy, new product development capability and technical development trend of countries and regions involved in enterprise business.
Application scope: strategic planning, product analysis, competitive product analysis and market analysis.
4R theory is competition-oriented and focuses on building customer loyalty. It expounds four marketing elements: relevance, response, relationship and return. 4R theory emphasizes that enterprises should establish a long-term interactive relationship with users in a competitive market, so as to prevent the loss of customers and win a long-term stable market.
Relevance NC means that enterprises should not only provide users with a single service, but also provide users with a set of solutions to form a long-term and stable relationship with users.
Response means that enterprises respond to the changing needs of users and meet them quickly.
Relationship means that enterprises should not only have relationships with users, but also have close ties and cooperation with competitors, suppliers, distributors and governments.
Reward, that is, the ultimate goal of enterprise marketing is to bring profit returns to enterprises.
Scope of application: product operation, enterprise marketing, etc.
GE matrix evaluates and analyzes these businesses according to their market strength and attractiveness. So as to make decisions on resource allocation strategies of different services.
Industry attraction includes market scale, market growth rate, historical profit rate, competition intensity, technical requirements, tolerance to inflation, external environmental impact and so on.
Competitiveness includes market share, market share growth rate, business quality, brand reputation, business network, promotion, production capacity, production efficiency, unit cost, raw material supply, research and development, business and management personnel, and so on.
After evaluating the business, put different businesses into the corresponding matrix according to the attractiveness and competitiveness of the industry, and then test the strategic sentence of the business.
Generally speaking, the specific strategic strategies are as follows:
Green area: adopt the growth and development strategy and give priority to the allocation of resources.
Yellow area: adopt the strategy of maintaining or choosing development, protect the scale and adjust the development direction.
Scope of application: strategic decision-making