Several errors in the analysis report of competitive goods

In a few years of product work process, wrote a number of competitive analysis report, summed up a few mistakes that have been made, and share with you.

I. Introduction of functional points without conclusions

The most common method of competitive analysis is to market the leading products for a visit, write out the functional points and process of the competition, regardless of the use of neat tables or detailed text description, or the use of beautiful graphics and, no conclusion of statistics is meaningless, analysis must have results. The aim of the competitive goods analysis is to provide reference for the strategy, rhythm, function point and interactive vision of the products, and to guide the work practice. The following chains can be followed: What to do and what to do with competing products This chain is premised on self-analysis.

Second, no evaluation criteria for data listing

The comparison of functions and data between different products is also a common method of competitive analysis, which needs to be completed in a unified evaluation standard. Includes two areas:

a unified data monitoring system. Competition between the horizontal evaluation, to use the same data tools, such as alexa.com, Baidu Index,Google Adplanner and so on. Data from different data tools can cause huge deviations.

A unified scoring standard. Competitor analysis dimensions should be consistent, and can use relatively objective quantitative standards.

Iii. conclusion that there is no analytical process

Competitive analysis with a relatively strong subjectivity, in the report clearly elaborated the analysis process, helps to analyze the report of the reader to accept the conclusions, and found the shortcomings of the analysis. The key is the conclusion of the causal chain to be complete, distinguish what is sufficient condition, necessary condition, filling conditions.

Four, no structure of the text stack

The structure of the document is determined by the audience, the content, the usage scene three elements. The documentation for the competitive analysis is usually read by all members of the project team at the analysis session, and the member backgrounds vary. In order to ensure the accurate and rapid transmission of information, the conclusion should be put forward, supplemented by a clear form. If the audience is different, you need to converge the document size, targeted output function point analysis, policy analysis, process analysis, interactive analysis, strategic analysis and so on.

V. Inputs Without Borders

In relation to the purpose of analysis, competitive analysis is time consuming and laborious, especially for data collection and screening. First of all, we should define the purpose and audience of the competitor analysis, and then converge the resource consumption into the most effective range.

Several errors in the analysis report of competitive goods