http://study.163.com/course/introduction/1005102004.htm
章节1为什么要进行竞品分析
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第一,为企业战略布局提供了客观参考
第二,了解竞争对手的产品,市场动态,战略意图和调整方向
竞品分析的目标?
做好产品的同时,
如何通过竞品分析来提升产品的竞争力
章节2如何界定你的竞争对手
1、从哪些角度考虑界定竞争对手
竞争深度:
营销导向:争夺某个非常重要的广告位,电商产品的展示位
资源导向:争夺某种稀缺的人力资源
顾客导向:争夺顾客的时间,预算,花费; 例单机版游戏和网络游戏;移动设备和pc设备
地理区域:
竞争广度:
产品形式竞争、 品牌竞争、预售竞争、属类竞争
2、界定竞争对手具体的方法
a、产品是否可替代:
b、看管理者的判定
c、顾客的消费信息判定:品牌转换,购买次数,需求交叉弹性
d、根据顾客的意见判定:整体相似,部分相似,产品删除,使用替代
章节3如何收集情报信息
1、情报收集的效用模型
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基础信息:公司主页
从信息升级到情报:竞争对手公司新闻汇总,行业专家提供
指导行动的情报:访谈方式
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2、几款免费的情报收集工具
百度文库:专注于教育、ppt、专业文献、应用文书四大领域
百度指数:网络曝光率,用户关注度
新浪微指数:
淘宝指数:
谷歌趋势
中国网络视频指数
3、几款专业的情报收集工具
取真经:淘宝,唯品会,数据店铺、活动陈列,店铺运营,商品管理
情报通:淘宝平台,微观分析,店铺的具体业务指导
数据魔方:宏观数据分析,制定战略
章节4竞品分析中如何进行市场分析
行业现状,行业发展趋势,行业容量
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案例(一):电商女装行业市场分析(上)
1市场整体销售分析
整个女装市场本月的销售现状是怎样的?
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2市场搜索趋势分析
整体女装市场本月春装和夏装的搜索趋势是怎样的?
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3市场竞争的态势分析
整个女装市场本月的竞争激烈程度是怎样的?
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4,市场类目销售结构分析
整个女装市场本月各类目的销售占比是怎样的?
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5市场热销属性分析
以连衣裙为例,分析消费者对热销属性(颜色,廓形,风格)的偏好
a、颜色
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b、廓形
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3、流行元素
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总结:企业本身有自己的风格定位,不要盲目追逐市场流行热销元素
案例(二):电商羽绒服市场分析
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天猫女装类目下搜索羽绒服,抓取排名前三页单品,共180件商品,分析成交量、客单价分布,统计出的图表
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案例(三):消费者购买行为分析
不同季节消费者购买行为不同:
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不同季节消费者购买行为不同:
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一天24小时 消费者购买行为分布:
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章节5竞品分析中如何进行产品分析
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1销量库存矩阵模型---适用于研究竞争对手的备货策略
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2动销率跟踪
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3售罄率分析
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章节6如何对互联网产品进行竞品分析
1互联网产品分析的几个维度
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2案例分析:美团外卖 VS 饿了么
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章节7竞品分析常用的几个模型
模型(一 ) :四象限分析图
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模型(二):周销售指数
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模型(三):促销指数
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章节8商业数据的错误解读
案例(一):脱离具体业务,仅从数据表明判断指标的高低
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案例(二):线上和线下的简单对比
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案例(三):同比和环比的错误解读
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章节9竞品分析的几个注意事项
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