国外竞品分析报告课件

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,petitive Analysis,and,Product Positioning,竞争分析和市场定位,petitive Analysis 竞争分析和市场定位,竞争对手,petitors,petitors,美国竞争,Cross,-over petitors,竞争对手 petitorspetitors,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-1Pro,Identifying the petitors-2,Hointer,Identifying the petitors-2Hoi,Identifying the petitors-,3,Shop with me,Identifying the petitors-3Sho,petitor Profiling,空手到,扫描购物,电子支付,实体商家,社交分享,Polyvore,S,hopkick,京东,Poshmark,Paypal,Hointer,嘿,送货上门,消费金融,支付宝,比价软件,天猫,Amazon,S,hopify,百胜,petitor Profiling空手到扫描购物电子支付实体,PETITIVE ANALYSIS FLOWS OUT OF CUSTOMER ANALYSIS,mpetitor strategies(present and future),PETITIVE ANALYSIS FLOWS OUT OF,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,PETITORS TO CONSIDER当前CURRENT,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,BARRIERS TO ENTRY OF NEW PETIT,PETITIVE RELATIONS,冲突,CONFLICT,竞争,PETITION,共存,COEXISTENCE,合作,COOPERATION,共谋,COLLUSION,PETITIVE RELATIONS冲突 CONFLICT,CONFLICT WITH PETITORS,Focus on opponent,Market is viewed as a zero-sum game(one gains only by taking from another),petitors objectives are mutually inconsistent,CONFLICT WITH PETITORSFocus on,PETITION,petitors,technology required,product differentiation,PETITIONpetitors,PETITOR COEXISTENCE,Working Toward a Goal Independent of Others,Different Niches of Market Available,PETITOR COEXISTENCEWorking Tow,COOPERATION,Involves working together toward a mon goal,Three main types,Dyadic,Joint Activity,Investment in a Third Party,COOPERATIONInvolves working to,THREE TYPES OF PETITOR COOPERATION,Formal Cooperation,Dyadic,Joint activity,Investment in third party,Ownership,Interlocking directorship,Formal exchanges,Subcontracting,Reciprocity,Production,Sourcing,R&D,Promotion,Consortia,Joint ventures,Trade associations,THREE TYPES OF PETITOR COOPERA,COLLUSION,Cooperative Behavior Designed to Injure a Third Party,customers,suppliers,non-colluding petitors,general public,Can be Direct or Indirect,Often Illegal,COLLUSIONCooperative Behavior,GATHERING PETITIVE DATA,petitive audit,Evaluate results of the audit,Regularly integrate into planning process,GATHERING PETITIVE DATApetitiv,HOW DO YOU PETE?,Offensive Strategies,Concentrate on the petitors relative weaknesses,5 types,Defense Strategies,Goal is to counter each offensive strategy,6 types,HOW DO YOU PETE?Offensive Stra,OFFENSIVE STRATEGIES,1)Frontal attack,direct confrontation,most difficult and dangerous,2)Flanking attack,addresses gaps in petitions market coverage,Niche market,3)Encirclement,forcing petitor to spread resources thin by probing on many fronts at once,4)Bypass attack,avoids confrontation,diversification,5)Guerrilla warfare,small,intermittent attacks,OFFENSIVE STRATEGIES1)Fronta,DEFENSE STRATEGIES,1)Position Defense,fortify firms existing position,2)Mobile Defense,Market broadening,3)Preemptive Defense,Attacking first(first strike),4)Flank-positioning,extend firms offerings into new segments to protect existing,5)Counter-offensive Defense,gathering resources and counter-attacking when threatened,6)Strategic Withdrawal,DEFENSE STRATEGIES1)Position,Partners,plementary partner,Capability partner,Partnersplementary partner,