Competitive product analysis and writing

Competing goods analysis

Competitive product analysis refers to the evaluation of the advantages and disadvantages of existing or potential competitive products , Now it is widely used in the project preparation stage of Internet products , Through rigorous competitive analysis of colleges and universities , Reference and improvement

Node of competitive product analysis

The basic structure of competitive product analysis

    1. Competitive product selection & Apply basic information 
    2. Analyze around the five elements of user experience 
    3. Appropriate use of analytical methods 
    4. Business model analysis 
    5. Operation and promotion methods 
    6. Objective data stack + Subjective personal summary 

1. Competitive product selection & Apply basic information

Do competitive product analysis , First choose competitive products , Competitive products should be selected with reference value , You can choose from three aspects , First, industry-leading products , secondly , Products of similar level , Finally, potential products .

Access to basic application information ：

     Apply basic information 、 Iteration records - Seven wheat data 
     User portrait - Tencent index 、 baidu index 
     Apply operational data （ Live every day, live every month ）- Analysys sails 

2. Five elements of user experience

• 5 The presentation layer ：
  • Visual design
• 4 Frame layer
  • Interface design
  • Navigation design
  • Information design
• 3 The structure layer
  • Interaction design
  • Information architecture
• 2 Range layer
  • Functional specifications
  • Content requirements
• 1 Strategic level
  • The user needs
  • Product objectives

3. Proper use method -SWOT

4. Common business models

• Flow realization mode ： Download charge 、 Advertising charges 、 Diversion
• Commission is divided into ： Electronic business platform 、 Group purchase coupons 、 Game development platform 、 online finance
• Value added service ： Game props 、 Membership system
• Fee service ： Enterprise mailbox 、OA System

5. Operation and promotion methods

• Promotion channels ： on-line 、 Offline
• Promotion positioning ：2C、2B、 competitors
• Promotion classification ： Basic operations 、 User operations 、 Content operation 、 Event operations 、 Channel operation
• APP Data analysis ： Retention rate of retained users 、 Active users