Product learning (II) - competitive product analysis

Competing goods analysis ：

Concept

Horizontal comparison between products

effect

1、 Enemy and know yourself , you can fight a hundred battles with no danger of defeat ;

2、 Provide functions for their own product design 、 Usability 、 References to key technologies, etc ;

3、 Improve the differentiation of their own products ;

4、 For the newly approved products 、 I think it's on my head , Reduce risk

Competitive product classification

1、 Direct competition ： The products have the same functions and meet the needs of the same target user group ;

2、 Indirect competitor ： Target user groups are consistent , But the core functions are not exactly the same ;

3、 Potential competitors ： It is related to the product , Derivatives in related fields ;

Selection of competitive products

1、 Leading in the industry 、 Model product ： Extract its essence , Discard the dregs ;

2、 Similar to your own product ： They have the greatest competition with us ;

3、 Potential products ： Analyze the reasons for their survival ;

How to get competitor information ？

Analyze which dimensions ？

1、 Strategic positioning ;

2、 User groups ：

3、 Product operation and promotion methods ：

4、 Product function ：

5、 Product interface （ Interactive mode 、 Visual experience 、 Product structure ）：

Competitive product analysis method

SWOT analysis ：

S： advantage 、W： Inferiority 、O The opportunity to 、T： threat

Five elements of user experience ：

The presentation layer 、 Frame layer 、 The structure layer 、 Range layer 、 Strategic level

Competitive product analysis report

The learning source of this article : Dark horse programmer product manager basic course -4 God Axure Beginner to master - Product prototype design