适合对象
对经营环境、业务发展模式做战略发展规划的企业管理人员
企业市场部门：市场经理、市场营销、市场情报分析人员等
企业产品部门：产品经理、产品策划人员、产品需求分析人员、产品设计人员、运营人员等；
希望突破原有禁锢，实现创新的研发人员
希望跨界学习、开拓视野、提升产品技能的与产品相关的从业人员。
Who Should Attend
Enterprise managers who make strategic development plans for the business environment and business development
Marketing department: marketing manager, marketing, market intelligence analyst, etc.
Product department: product manager, product planners, product requirements analyst, product designers, operators
People who hope to break through the original shackles and realize innovation
Product-related practitioners who want to learn, broaden their horizons, and improve their product skills.
学习收益
关注整体市场，判断市场态势；聚焦目标市场，精准产品定位；
由信息到洞察，深入了解客户；竞品分析六步走，一页纸呈现竞品分析；
10+个竞品分析模型，轻松上手竞品分析。
Training benefit.
Pay attention to the overall market, judge the market situation;
Focus on target market, precise product positioning;
From information to insight, in-depth understanding of customers;
Competitive product analysis six steps, a page of competitive product analysis;
10+ competitive product analysis models, easy to use competitive product analysis.
课程大纲 Training Outline
第一节课
什么是竞品分析 What is competitive product analysis?
为什么做竞品分析Why should we do competitive product analysis?
何时做竞品分析When should we do competitive product analysis?
产出 Output
分析你的产品每个阶段的目标和侧重点
Analyze your goals and priorities for each phase of your product
第二节课：
怎么做竞品分析——竞争态势研究
How to do product analysis - competitive situation study
市场整体分析：分析市场整体趋势，判断是否进入市场
Market analysis: analyze the whole market trend and judge whether to enter the market
细分市场分析：解决where to play 的问题
Market segmentation analysis: solve the problem of where to play
竞争态势和竞争对手分析：解决 how to win 的问题
Analyze the competitive situation and competitors: solved the problem of how to win
产出 Output
选择一个你熟悉的产品，分析它应该进入哪个细分市场，找到它的产品定位
Choose a product you are familiar with and analyze which market segment it should enter and find its product location
第三节课：
怎么做竞品分析——竞争产品分析
How to do product analysis - competitive product analysis
明确目标：以终为始，开始做竞品分析时要考虑输出成果
Clear objectives: consider the output when starting product analysis
选择竞品：精挑细选，选择正确的竞品
Selection of competitive products: select the right competitive products
确定分析维度：多维视角分析竞品
Determine analysis dimensions: analyze from a multi-dimensional perspective
用户洞察：基于对消费者某些行为的深刻理解而道出消费者没有说出口的需求
User insight: based on a deep understanding of a consumer's behavior, the unspoken needs of the consumer are revealed
产出 Output
为你的产品做一份用户洞察报告。
Make a user insight report for your product.
第四节课：
怎么做竞品分析——竞争产品分析
How to do competitive product analysis - competitive product analysis
收集竞品信息：网罗天下，从数据到影响力
Gather information, from data to impact
信息整理与收集：抽丝剥茧，由信息转化为有价值的结论
Information sorting and collection: turn the information into valuable conclusions
总结报告：价值驱动，总结出对产品有价值的结论
Summary report: value-driven, summarizing valuable conclusions for products
用一页纸做竞品分析 Use one page to make competitive product analysis
竞品画布：竞品报告的mvp（最小可用产品）
MVP of product report (minimum available product)
产出 Output
为你的产品做一份竞品画布.
Create a competing canvas for your product
