竞品是什么意思，竞品分析维度信息介绍？-营销圈

竞品是什么意思，竞品分析维度信息介绍？

用户投稿 • 2022年6月12日 pm1:14 • 网络资讯 • 阅读 473

什么是竞品分析，就是对竞争对手的产品进行比较分析。从竞争对手或市场中的相关产品中，列出竞品的优势与不足并加以分析，再思考自己产品的问题。对于外行来说，竞品分析就是下载几个app使用然后写个评测之类的东西。但实际上，竞品分析需从产品和产品竞争两个维度去分析，才能做出专业有价值的竞品分析。What is competitive product analysis, that is, comparative analysis of competitors’ products. From competitors or related products in the market, list and analyze the advantages and disadvantages of competitive products, and then think again.

竞品分析的几大方向：竞品的市场占有率，竞品的用户评价，竞品的营销策略，竞品的产品结构，竞品的商业模式，竞品的价格等。Several major directions of competitive product Analysis: Market Share of competitive products, user evaluation of competitive products, marketing strategy of competitive products, product structure of competitive products, business model of competitive products, price of competitive products.

竞品分析的步骤与方法：
明确分析目的：产品处于什么阶段，要解决的问题，分析结果是为了做市场预警还是学习借鉴
选择竞品：能满足分析目的的产品，将竞品分类为直接竞品，间接竞品等几类，并且也最好选择不同种类的竞品。
确定维度：产品角度，用户角度，个人角度
收集信息及整理：官方渠道，相关网站，亲身体验等。整理方法有比较法，竞品跟踪矩阵，功能拆解等。
得出结论：常用SWOT分析法
Steps and methods of analysis of competing products:
Clear analysis purpose: what is the stage of the product, the problem to be solved, is the analysis result for market warning or learning from.
Select competing products: the products that can meet the analysis purpose are classified into direct competing products, indirect competing products and other categories, and it is better to choose different types of competing products.
Determine dimensions: product perspective, user perspective, and individual perspective.
Collect and organize information: official channels, related websites, personal experience, etc. The sorting methods include comparison method, tracking matrix of competitive products, functional disassembly, etc.Conclusion: commonly used SWOT analysis.

最后，竞品分析的最终目的是要形成自身区别于竞品的核心竞争力，以实现我们在市场上的不同。
Finally, the ultimate purpose of the analysis of competing products is to form its own core competitiveness that is different from that of competing products, so as to realize our difference in the market.

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竞品是什么意思，竞品分析维度信息介绍？

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