What is the main analysis?
1。 Market share (this is an important criterion to determine your competitors. The market share of products in some markets determines your main policies and strategies for competitors.
2. Channels (in the second place, because in terms of commodities or products alone, the sales channels mastered are half of the battlefield initiative. In many market wars, the main fight is channel)
3。 Promotion is still a simple marketing sentiment (if gathering is an active sentiment and promotion is a political offensive in the rear, how to make your consumer groups agree with your products, win more consumers with your ideas, and strive for more channels to expand their battlefield depends on this link)
4。 Price (finally, because the last battle in China market is still a problem that will remain unchanged for thousands of years. Price, just like war, ammunition supply depends on the final price. Broadly speaking, including your marketing war or price, it is ultimately included in your price cost. And this part is to exchange the foundation directly to the consumer, so the price is written at the end.
I hope it can inspire you.
Question 2: How to write market analysis? Simply put, it is to analyze the market. The analysis market includes industry market and consumer market. Therefore, the overall writing can be carried out in the framework of these two aspects.
Industry market analysis: SWOT analysis method can be used, that is, to analyze the crisis and challenges encountered by a product, a company or an industry in the market economy environment, as well as their respective advantages and disadvantages.
Consumer analysis: mainly analyzes consumer psychology and consumer behavior. Consumer psychology includes consumers' views on the industry or products, pricing, product quality and so on. Consumer behavior can also include the analysis of consumers' first purchase behavior and second purchase behavior.
In fact, market analysis is very simple, that is, to discuss these aspects and use a specific brand or a specific case to support their arguments. I hope I can help you.
Question 3: How to write the market competition analysis plan? 1. Competition background, divided into two aspects: big economic environment and small industry environment.
2. Dimension analysis of competing products: analysis of market share, scale, advertising investment, brand value and channel coverage among competing products.
3, SWOT analysis, not to mention this, all planners should know.
4, market research and analysis, according to the market research information analysis and combined with the above competing products, environmental objective factors to give suggestions.
5. Suggestions on the follow-up development planning based on the analysis.
There are basically five items.
Question 4: How to write 1 for product market analysis? Consumer groups locate who will buy your products. 2. Price positioning the spending power of your target customers. 3. How to promote according to the living habits of target customers? 4. Marketing strategy.
Question 5: How to write a 5-point market prospect analysis? The market prospect analysis of new products should not be called "feasibility analysis", but "effect estimation of new products". If it is a new project that has not been put into production, it should be called "feasibility analysis of new project put into production"
The forecast and judgment of the market prospect mainly includes the following factors:
First, the market status of similar products, including brand, quality, price, product added value, etc.
Two, the current market competition analysis of similar products, mainly to assess the current level of competition and market space.
Three. Comparison of cost performance, marketing methods, comprehensive advantages of our products and similar products in the market.
Four, the above three evaluations draw two conclusions: first, the living space of our products in the current market competition environment; Second, through what marketing methods can our products increase their market share?
Question 6: How to write SWOT analysis in marketing? Steps of SWOT analysis:
1. List the strengths and weaknesses, possible opportunities and threats of the enterprise.
2. Advantages, disadvantages, opportunities and threats combine to form SO, ST, WO and WT strategies.
So the strategy: relying on internal advantages and taking advantage of external opportunities.
WO strategy: make use of external opportunities to make up for internal disadvantages.
ST strategy: using internal advantages to avoid external threats.
WT strategy: reduce internal disadvantages and avoid external threats.
3. Identify and select the strategies of SO, ST, WO and WT, and determine the specific strategies and tactics that enterprises should adopt at present.
(analysis usually uses tables, which is more intuitive. You must analyze it and come to a conclusion.
Competitive advantage refers to the ability of an enterprise to surpass its competitors, or the uniqueness of a company to improve its competitiveness. For example, when two enterprises are in the same market or they both have the ability to provide * * * products and services to the same customer group, if one of them has a higher profit rate or profit potential, then we think that this enterprise has a competitive advantage over the other enterprise.
Competitive advantage can be the following aspects:
● Advantages of technical skills: unique production technology, low-cost production mode, leading innovation ability, strong technical strength, perfect quality control system, rich marketing experience, excellent customer service and excellent large-scale purchasing skills.
Advantages of tangible assets: advanced production lines, modern factories and equipment, rich natural resources reserves, attractive real estate location, sufficient funds and complete information.
● Advantages of intangible assets: excellent brand image, good commercial credit and aggressive corporate culture.
● Advantages of human resources: employees with professional knowledge in key fields have high work enthusiasm, strong organizational learning ability and rich experience.
Advantages of organizational system: high-quality management and control system, perfect information management system, loyal customer base and strong financing ability.
● Competitive advantage: short product development cycle, strong dealer network, good cooperative relationship with suppliers, sensitive response to changes in market environment and leading market share.
Competitive disadvantage (W) refers to what a company lacks or does badly, or what will put the company at a disadvantage.
Factors that may lead to internal defects are:
Lack of competitive skills and technology
Lack of competitive tangible assets, intangible assets, human resources and organizational assets.
● Competitiveness in key areas is being lost.
Potential opportunities for the company:
Market opportunity is the main factor affecting the company's strategy. Company managers should identify every opportunity, evaluate the growth and profit prospects of every opportunity, and choose the best opportunity that can match the company's financial and organizational resources and make the company have the greatest competitive advantage potential.
The potential development opportunities may be:
● The expanding trend of customer base or product market segment.
● Transfer skills and technologies to new products and businesses to serve a larger customer base.
● Forward or backward integration
The market entry threshold is low.
● Ability to acquire competitors.
● Strong market demand growth and rapid expansion.
● Have the opportunity to expand to other geographical regions and expand market share.
External threats endangering the company (t):
In the external environment of the company, there are always some factors that threaten the profitability and market position of the company. Company managers should identify threats that endanger the future interests of the company in time, make assessments and take corresponding strategic actions to offset or mitigate its impact.
The external threats of the company may be:
Strong new competitors will enter the market.
● Substitutes seize the company's sales.
● The market growth rate of major products declined.
● Adverse changes in exchange rate and foreign trade policies.
● Adverse changes in demographic characteristics and social consumption patterns.
● The negotiation ability of customers or suppliers is improved.
● Reduced market demand
● Vulnerable to economic depression and business cycle.
Because of the integrity of enterprises and the extensive sources of competitive advantages, when analyzing advantages and disadvantages, we must make a detailed comparison between enterprises and competitors from every link of the whole value chain. For example, whether the products are novel, whether the manufacturing process is complex, whether the sales channels are smooth and whether the prices are competitive. ......& gt& gt
Question 7: How to write the product and market analysis report (outline) People who read the report are usually busy business managers or heads of relevant institutions. Therefore, when writing market research reports, they should strive to be clear, concise, easy to read and understand.
1. The format of market research report generally consists of title, table of contents, overview, text, conclusions and suggestions, annexes, etc.
(1) title
The title, report date, entrusting party and investigating party should be printed on the title page.
About the title, generally need to
And the title on the same page, clearly and specifically describe the unit and content of the survey, such as "Harbin Household Appliances Market Survey Report". Some investigation reports also take the form of headlines and subheadings. Generally speaking, the headline expresses the theme of the survey, while the subtitle specifically indicates the units and problems of the survey. For example, a research report on jujube readers in the eyes of consumers.
(2) content
If the contents and pages of the investigation report are large, in order to facilitate readers' reading, the main chapters and appendices of the report should be listed in the form of a catalogue or index, and the title, relevant chapter numbers and page numbers should be indicated. Generally speaking, the length of a directory should not exceed one page. For example;
catalogue
1, survey design and organization implementation
2. A brief introduction to the composition of the respondents
3. Brief introduction of the main statistical results of the survey.
4. Comprehensive analysis
5, data summary table
6. Appendix
(3) Overview
The overview mainly expounds the basic situation of the subject, that is, according to the order of market research topics, it expounds the principles of selecting, evaluating, drawing conclusions and making suggestions on the original data of the survey. It mainly includes three aspects:
First, briefly explain the purpose of the survey. That is, briefly explain the origin of the investigation and the reasons for entrusting the investigation.
Two, a brief introduction to the survey object and content, including time, place, object, scope, main points and questions to be answered.
Thirdly, the methods of investigation and research are briefly introduced. Introducing the methods of investigation and research helps to convince people of the reliability of the investigation results, so we should briefly describe the methods used and explain the reasons for choosing the methods. For example, whether to use sampling survey or typical survey, whether to use field survey or copywriting survey, these are generally the methods used in the investigation process. In addition, the methods used in the analysis, such as exponential smoothing analysis, regression analysis and cluster analysis, should also be briefly described. If there is a lot of content, there should be a detailed technical report to explain and supplement it, and attach it to the annex of the last part of the market research report.
(4) Text
The text is the main part of the market survey and analysis report. This part must accurately explain all relevant arguments, including the conclusion from the problem to the conclusion, the whole process of argumentation, the method of analyzing and studying the problem, all the survey results and necessary market information for market decision makers to think independently, as well as the analysis and comments on these situations and contents.
(v) Conclusions and recommendations
Conclusions and suggestions are the main purpose of writing a comprehensive analysis report. This part includes a summary of the main contents put forward in the introduction and text, and puts forward some choices and suggestions on how to use proven measures and solve specific problems. Conclusions and suggestions should closely correspond to the text, and no conclusions without evidence or arguments without conclusive opinions should be put forward.
[6] Accessories
Attachment refers to the part of the investigation report that cannot be included or not mentioned in the text, but it must be accompanied by explanations related to the text. It is a supplement or a better explanation to the written report. Including data summary table, original materials, background materials and necessary technical reports, such as details of selected samples and copies of documents used in the investigation.
Second, the contents of the market survey report
The main contents of the market survey report are:
First, explain the purpose of the investigation and the problems to be solved.
Secondly, introduce the market background information.
Third, job analysis method. Such as sample extraction, data collection, collation, analysis technology, etc.
Fourth, research data and its analysis.
Fifth, put forward arguments. That is, put forward your own views and opinions.
Sixth, demonstrate the basic reasons for putting forward opinions.
Seventh, put forward alternative suggestions, schemes and steps to solve the problem.
Eighth, predict possible risks and countermeasures.
Reference format of product concepts and research reports
1. Product concept
Explain what the main function of the product is, how to develop the product, who buys and uses the product, and how to sell the product.
2. Market research
Explain the history and trend of market development, market aggregate and share statistics, etc.
3. Policy investigation
Investigate policies related to this product.
4. Investigation of similar products
Investigate the function, quality, price, main advantages and disadvantages of similar products ... >>
Question 8: What's the difference between market analysis and market background analysis? Market analysis is an economic analysis of market size, location, nature, characteristics, market capacity and attractive range. According to the market environment, competitiveness, competitors, etc. of the project products, through market research and supply and demand forecast, it is analyzed and judged whether the products produced after the project is put into production have a market in a limited time, and what marketing strategies are adopted to achieve the sales target. The main tasks of market analysis are: analyzing and forecasting the demand of the whole society for project products; Analyze the market supply of similar products and competitors; Preliminary determination of production scale; Preliminary calculation of economic benefits of the project. Market analysis is one of the components of industrial development and industrial layout research. According to its content, it is divided into three categories: ① Market demand forecast and analysis. Including the estimation of current market demand and the prediction of future market capacity and product competitiveness. Usually, survey analysis, statistical analysis and correlation analysis are used to predict; ② Analysis of market demand level and market demand in different regions. That is, according to the characteristics of each market, population distribution, economic income, consumption habits, administrative divisions, best-selling brands, productive consumption, etc. , determine the needs of different regions, different consumers and users, as well as transportation and sales costs. Generally, the methods of division of production and marketing areas, market division, market share and investigation and analysis can be adopted; (3) estimate the product life cycle and sellable time. That is to predict the time required by the market, so that activities such as production and distribution can best match the market demand. Through market analysis, we can determine the future demand, variety and duration of products; Product sales and competitiveness; Changes and updates of product specifications and varieties; Regional distribution of product demand and so on. In the study of industrial development and layout, market analysis is helpful to determine the development level and scale of regional industrial departments or enterprises, and adjust the industrial structure in time; Help to adjust product structure and improve competitiveness; It is helpful to arrange industrial enterprises reasonably under the principle of minimum transportation and production costs.
Question 9: How to write market analysis at work? You will encounter various analysis reports, such as business situation analysis, sales trend analysis, equipment failure analysis, human resources situation analysis and so on. This is the most basic job skill in your work, but not many people can really write the analysis report well. So how to write an analysis report:
Since we want to analyze a thing, there are three elements, one is the goal, we can also talk about the standard or the goal to be achieved, the other is the status quo, that is, how the status quo is, we should find the gap from the goal, and the third is the reason. Since there is a gap between the status quo and the goal, there must be a reason. With the above three elements, plus the countermeasures needed to achieve the goal, a good analysis report will be released.
Clear objectives: For business analysis, an annual budget should be made at the beginning of the year, which includes various indicators such as turnover and profit. This is the goal. For another example, equipment failure analysis, equipment design performance and operation rate are the goals. All our work is to achieve our goal.
Status quo: We should accurately grasp the status quo, such as current turnover, profit, number of equipment failures and types of failures. Only by accurately grasping the present situation can effective analysis be carried out.
Reason: Finding the gap is the most critical and difficult. The difference in the level of analysts is also reflected here. To analyze the problem comprehensively, we should analyze it from the aspects of people, money, things, equipment, time, methods, geographical location and environment. "4M 1E" is also popular in the world, with 4M: person-person, machine-machine, material-material, method-method, 1E: environment). It would be better if you can analyze and explain any graphs and charts, such as fishbone diagram, histogram, line chart, pie chart and so on.
Question 10: How to write a paper on brand competition? Abstract: With the in-depth development of market economy, the importance of brand to the survival and development of enterprises is well known, and brand strategy has become a magic weapon for many well-known enterprises to remain invincible in market competition. Brand culture is one of the core issues to establish corporate image and enhance corporate competitiveness. Because the brand is a sign that the enterprise that owns it is different from other enterprises, it is not only corporate image recognition, but also represents the consistent commitment of the seller to the product characteristics, interests and services delivered to the buyer. Brand is the guarantee of quality, excellent service, the crystallization of enterprise culture and the symbol of enterprise. In addition to attributes, benefits and values, brands mainly represent the pursuit of corporate culture. Corporate culture endows the brand with fresh vitality and invisible tension. Any well-known brand has its corporate culture behind it. Once the brand is produced in a superior corporate culture atmosphere, it can shine brilliantly. Therefore, this paper expounds the basic meaning of brand, discusses the importance of brand in the development of industrial enterprises, and analyzes the importance of competition among industrial enterprises.
Keywords: brand competition, competitive consciousness of industrial enterprises
1. What is the importance of brand building to enterprises?
In the current domestic market, without building their own "brand", the commodity power of enterprises is very weak, that is to say, there is basically no competitive advantage, and there will be no added value and high profits that all entrepreneurs dream of; Therefore, low added value is the biggest helplessness of many domestic enterprises. Due to the low added value, enterprises lack investment in product research and development, management upgrade and marketing; Without strong brand competitiveness, the market competitiveness of enterprise goods will be lost to competitors, and its market price will naturally be difficult to increase, which will bring lower added value and make enterprises fall into a strange circle of low-level competition and enter a more vicious cycle. Therefore, for enterprises, the level of brand competitiveness determines the profits between enterprises, the success or failure of products and the strength between enterprises.
Creating a strong brand is a far-reaching thing for an enterprise, which is the basis for the enterprise to gain the core competitive advantage, and also the key for the enterprise to rise and grow rapidly in the contemporary international market economy competition. The huge China market has become the main battlefield for domestic and foreign enterprises to compete. Regardless of strength, scale and qualification, enterprises are doomed to survive and aspire to develop in the same competitive environment. In order to win in the competition, we must focus on building a "strong brand" with core competitive advantages.
The ultimate goal of building a strong brand is to continuously obtain better sales and profits. Because the reuse of intangible assets is cost-free, as long as we plan the brand extension strategy with a scientific attitude and superb wisdom, we can make full use of the intangible assets of brand resources and realize the leap-forward development of enterprises through reasonable brand extension and expansion.
Nowadays, market competition has actually developed to the stage of "brand war"-that is, "competition of brand core advantages". Competition without brand is powerless, goods without brand support are fragile goods, and markets without brand foundation can be said to be not "occupied markets" at all. Therefore, many merchants and investors realize that "brand" is the most valuable resource of enterprises.
Second, how to enhance brand competition awareness
1, the status quo of corporate brand competition in China
Someone once asked the bosses of some well-known domestic enterprises what is the goal of enterprise management? The answer is: the market share of brands. This shows that the bosses of many well-known enterprises have realized the importance of brands. Especially at present, the productivity of the international market is in surplus, all countries with open market economy have entered the buyer's market to varying degrees, and the environment and means of market competition have changed greatly compared with the past. In this new situation, the main means for enterprises to win is no longer the competition of products themselves, but the competition of brands. It can be said that the main form of international market competition in the future will be brand competition, and the advantages and disadvantages of brand strategy will become a magic weapon for enterprises to win by surprise in market competition.
In fact, many world-renowned enterprises often regard brand development as their priority strategy to explore the international market. Coca-Cola, Pepsi-Cola, McDonald's, etc. all started from the brand strategy, that is, creating their own brand-name products, and using this as a means to open up the market and eventually occupy the market. Moreover, due to the huge comprehensive driving effect of famous brands, extroversion is equivalent to the deepening development of market economy today ...