国外竞品分析报告概要

CompetitiveAnalysisandProductPositioning竞争分析和市场定位竞争对手Competitors直接竞争Directcompetitors间接竞争Indirectcompetitors中国竞争Localcompetitors美国竞争Cross-overcompetitorsIdentifyingtheCompetitors-1ProductDirectIndirectIndustryCross-OverLocalHointerShopwithme天猫商城、微店、1号店、各类比价软件Amazon、Shopkick、Poshmark、PayPalWallet直接间接中国美国IdentifyingtheCompetitors-2Hointer1、目标用户：在线下实体店购买时尚类服装的用户2、市场数据：在美国拥有5家实体店，新加坡一家3、核心功能：试衣间改造、扫描购买、电子支付和送货上门的全面购物服务。4、交互设计：通过手机APP实现在实体店购买的全过程5、产品优缺点：试衣间的改造尤其令购物过程十分方便，但是同时也受到了用户数量，店内条件的限制6、运营及推广：同品牌服装合作，开设自己的体验门店。IdentifyingtheCompetitors-3Shopwithme1、目标用户：高级时装连锁店2、市场数据：在美国进驻1000家实体店3、核心功能：店内设置硬件终端，顾客可以终端上进行购买、付款的活动，店员配有小型移动终端，可以查询货品情况。4、交互设计：通过手机与店内终端的结合实现在实体店购买和付款。5、产品优缺点：购买过程完全依赖店内终端，无法满足顾客数量大的商户。6、运营及推广：同品牌连锁店合作，销售硬件产品。CompetitorProfiling空手到扫描购物电子支付实体商家社交分享PolyvoreShopkick京东PoshmarkPaypalHointer嘿店送货上门消费金融微信支付宝比价软件天猫AmazonShopify百胜COMPETITIVEANALYSISFLOWSOUTOFCUSTOMERANALYSISUnderstandcustomersneedsandwantsIdentifycurrentandpotentialcompetitorsPerformindustryanalysis,identifysuppliersandcommonintermediariesUnderstandyourcompetitorsDeterminecompetitorstrategies(presentandfuture)COMPETITORSTOCONSIDER当前CURRENTmarketstructureanalysisperceptualanalysis潜在POTENTIAL(potentialentryofnewcompetitors)remainalerttotheirpossibilitydependsonbarrierstoentryexpectationsaboutcompetitivereactionsBARRIERSTOENTRYOFNEWCOMPETITORS销售渠道AccesstoDistributionChannels顾客转换成本BuyerSwitchingCosts技术优势TechnicalAdvantageCOMPETITIVERELATIONS冲突CONFLICT竞争COMPETITION共存COEXISTENCE合作COOPERATION共谋COLLUSIONCONFLICTWITHCOMPETITORSFocusonopponentMarketisviewedasazero-sumgame(onegainsonlybytakingfromanother)Competitors’objectivesaremutuallyinconsistentCOMPETITIONFocusonwinningsomething(usuallycustomers)DependsonmarketattractivenessindustrystructurecommitmentofcompetitorstechnologyrequiredproductdifferentiationCOMPETITORCOEXISTENCEWorkingTowardaGoalIndependentofOthersDifferentNichesofMarketAvailableCOOPERATIONInvolvesworkingtogethertowardacommongoalThreemaintypesDyadicJointActivityInvestmentinaThirdPartyTHREETYPESOFCOMPETITORCOOPERATIONFormalCooperationDyadicJointactivityInvestmentinthirdparty•Ownership•Interlockingdirectorship•Formalexchanges•Subcontracting•Reciprocity•Production•Sourcing•R&D•Promotion•Consortia•Jointventures•TradeassociationsCOLLUSIONCooperativeBehaviorDesignedtoInjureaThirdPartycustomerssuppliersnon-colludingcompetitorsgeneralpublicCanbeDirectorIndirectOftenIllegalGATHERINGCOMPETITIVEDATAEstablishinformation-gatheringsystemIdentifyyourcompetitorsPerformacompetitiveauditEvaluateresultsoftheauditRegularlyintegrateintoplanningprocessHOWDOYOUCOMPETE?OffensiveStrategiesConcentrateonthecompetitors’relativeweaknesses5typesDefenseStrategiesGoalistocountereachoffensivestrategy6typesOFFENSIVESTRATEGIES1)Frontalattackdirectconfrontationmostdifficultanddangerous2)Flankingattackaddressesgapsincompetition’smarketcoverageNichemarket3)Encirclementforcingcompetitortospreadresourcesthinbyprobingonmanyfrontsatonce4)Bypassattackavoidsconfrontationdiversification5)Guerrillawarfaresmall,intermittentattacksDEFENSESTRATEGIES1)PositionDefensefortifyfirm’sexistingposition2)MobileDefenseMarketbroadening3)PreemptiveDefenseAttackingfirst(firststrike)4)Flank-positioningextendfirm’sofferingsintonewsegmentstoprotectexisting5)Counter-offensiveDefensegatheringresourcesandcounter-attackingwhenthreatened6)StrategicWithdrawalPartnersComplementarypartnerCapabilitypartner