国外竞品分析报告课件.ppt

petitive Analysis
and
Product Positioning
竞争分析和市场定位
竞争对手 petitors
petitors
美国竞争 Cross-over petitors
Idpetitive Analysis
and
Product Positioning
竞争分析和市场定位
竞争对手 petitors
petitors
美国竞争 Cross-over petitors
Identifying the petitors -1
Product
Direct
Indirect
Industry
Cross-Over
Local
Hointer
Shop with me
、各类比价软件
Amazon、Shopkick、Poshmark、PayPal Wallet
直接
间接
中国
美国
Identifying the petitors -2
Hointer
Identifying the petitors -3
Shop with me
petitor Profiling
空手到
扫描购物
电子支付
实体商家
社交分享
Polyvore
Shopkick
京东
Poshmark
Paypal
Hointer
嘿
送货上门
消费金融
支付宝
比价软件
天猫
Amazon
Shopify
百胜
PETITIVE ANALYSIS FLOWS OUT OF CUSTOMER ANALYSIS
mpetitor strategies (present and future)
PETITORS TO CONSIDER
当前CURRENT
market structure analysis
perceptual analysis
潜在POTENTIAL (potential entry of newtitors)
remain alert to their possibility
depends on
barriers to entry
expectations about competitive reactions
BARRIERS TO ENTRY OF NEW PETITORS
销售渠道 Access to Distribution Channels
顾客转换成本 Buyer Switching Costs
技术优势 Technical Advantage
PETITIVE RELATIONS
冲突 CONFLICT
竞争 PETITION
共存 COEXISTENCE
合作 COOPERATION
共谋 COLLUSION