市场调研工作汇报完整架构版PPT模板课件.pptx

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1、2021市场调研工作汇报PPT承办人：*公司目目录行业分析及行业细分阐述当前行业现状及行业增长趋势市场典型产品分析市场所有产品研究分析，自有产品的竞业优势市场用户分析用户群体分析，用户画像分析，用户痛点，用户需求公司竞业优势分析自有产品分类，占比份额，改进方向，投入比例01020304新机会与风险新产品的机会与风险提示，新产品实现方案05结论与解决方案报告结论与拟解决方案06CONTENT导言言导言是市场调查报告的开头部分，一般说明市场调查的目的和意义，介绍市场调查工作基本概况，包括市场调查的时间、地点、内容和对象以及采用的调查方法、方式。这是比较常见的写法。也有调查报告在导言中，先写调查的结

2、论是什么，或直接提出问题等，这种写法能增强读者阅读报告的兴趣。行业分析及行业细分01l行业概况l市场规模l盈利情况l增长态势l行业细分产品分析用户分析竞业优势机会与风险行业分析结论与方案行业概况行行业概况概况u行业领导者在做什么、用什么模式、发展动向如何u行业其他传统企业怎么做u是否有创业团队在该领域做的不错u国外该领域的发展情况u有哪些衍生品如周边产品或同类产品（智能硬件）等u行业壁垒与进入门槛产品分析用户分析竞业优势机会与风险行业分析结论与方案市场规模u市场规模:说明整个盘子有多大，以论证该领域的分量。市市场占有率占有率市市场规模模25%75%Nothing is impossible t

3、o a willing heart.Where there is a will there is a way.The longest journey begins with the first step.Every little helps.More haste,less speed.Nothing is impossible to a willing heart.Where there is a will there is a way.The longest journey begins with the first step.Every little helps.More haste,le

4、ss speed.产品分析用户分析竞业优势机会与风险行业分析结论与方案盈利情况u盈利情况。能不能赚钱、能赚多少、怎么赚的。侧重论证盈利能力及稳定性。800406020系列1 系列2 系列3 系列4 系列5 系列6 系列7 系列8 系列9 系列10系列11系列12100WRITE HERE SOMETHING ABOUTNothing is impossible to a willing heart.Where there is a will there is a way.The longest journey begins with the first step.Every little he

5、lps.More haste,less speed.产品分析用户分析竞业优势机会与风险行业分析结论与方案增长态势u增长态势。论证产品成长空间和盈利空间，十分重要。2008Nothing is impossible to a willing heart.Where there is a will there is a way.The longest journey begins with the first step.2019Nothing is impossible to a willing heart.Where there is a will there is a way.The long

6、est journey begins with the first step.2017Nothing is impossible to a willing heart.Where there is a will there is a way.The longest journey begins with the first step.2005Nothing is impossible to a willing heart.Where there is a will there is a way.The longest journey begins with the first step.201

7、3Nothing is impossible to a willing heart.Where there is a will there is a way.The longest journey begins with the first step.2020Nothing is impossible to a willing heart.Where there is a will there is a way.The longest journey begins with the first step.产品分析用户分析竞业优势机会与风险行业分析结论与方案行业细分u行业细分两大原则：1）细分市

8、场足够大且有利可图、通过自身经营可高效触达的市场；2）真正的细分市场，有自身特点、和最大行业里其他细分形成有效区隔。u每个行业细分领域都要按照市场规模、盈利情况、增长态势这三个步骤方法进行分析；u另外还包括：细分市场特点、市场和产品所处的生命周期、行业的主要竞争因素。行业1第一层次行业3第三层次行业4第三层次行业5第三层次行业6第三层次行业2第二层次市场典型产品分析02l宏观分析指标l微观分析指标l产品优劣势分析l产品关系分析行业分析用户分析竞业优势机会与风险产品分析结论与方案分析指标选择相关系数指标1指标2指标3指标4指标5指标60.440.230.140.080.040.01u根据自身行业

9、和市场特征，尽可能多的挑选数据指标，将多个指标按照宏观和微观两个大类区分，并确定行业和市场盈利指标，根据数据分析统计两者之间的相关性。u由相关性确定统计指标，分析行业典型产品的盈利性及增长性。行业分析用户分析竞业优势机会与风险产品分析结论与方案分析指标选择u根据自身行业和市场特征，尽可能多的挑选数据指标，将多个指标按照宏观和微观两个大类区分，并确定行业和市场盈利指标，根据数据分析统计两者之间的相关性。u由相关性确定统计指标，分析行业典型产品的盈利性及增长性。指标1相关系数0.54指标2相关系数0.25指标3相关系数0.10指标6指标5指标7指标4行业分析用户分析竞业优势机会与风险产品分析结论与

10、方案宏观分析指标u不同品类市场占有率分布状的饼图u该品类整年销量或销售额柱状图Your textClick here to add your text.Click here to add your text.Click here to add your text.Your textClick here to add your text.Click here to add your text.Click here to add your text.Your textClick here to add your text.Click here to add your text.Click here

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12、.70.560.60.20.30.80.450.80.850.650.8Chart TitleSeries 1Series 2Series 3Series 4u品类分价格段销量柱状图u分月销量柱状图行业分析用户分析竞业优势机会与风险产品分析结论与方案产品核心优劣势分析Your textYour textYour textYour text1234Click here to add your text.Click here to add your text.Click here to add your text.Click here to add your text.Click here to

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17、ext.Click here to add your text.Click here to add your text.Click here to add your text.Click here to add your text.Click here to add your text.Click here to add your text.Your textYour text市场用户分析03l目标用户l用户场景l产品痛点l解决方案产品分析行业分析竞业优势机会与风险用户分析结论与方案目标用户用户分析u目标用户是谁u目标用户群体特质产品分析行业分析竞业优势机会与风险用户分析结论与方案用户使用场景

18、u用户使用场景？u使用中有哪些需求？u必要和非必要需求Title text additionThe user can demonstrate on a projector or computer,or print the presentation and make it filmTitle text additionThe user can demonstrate on a projector or computer,or print the presentation and make it filmTitle text additionThe user can demonstrate on

19、a projector or computer,or print the presentation and make it film产品分析行业分析竞业优势机会与风险用户分析结论与方案用户痛点u场景中的问题、痛点与不爽，找到用户最在意的u针对这些痛点与不爽，用户目前的解决方案Click here to add you to the center of the narrative thought点击这里添加标题Click here to add you to the center of the narrative thought点击这里添加标题Click here to add you to t

20、he center of the narrative thought点击这里添加标题Click here to add you to the center of the narrative thought点击这里添加标题C5%BAD60%15%20%产品分析行业分析竞业优势机会与风险用户分析结论与方案优化解决方案u现有解决方案有什么不爽u有没有更好的方案u众多需求中，着重解决用户的哪方面需求与期望123Title text additionNothing is impossible to a willing heart.Where there is a will there is a way.

21、The longest journey begins with the first step.Title text additionNothing is impossible to a willing heart.Where there is a will there is a way.The longest journey begins with the first step.Title text additionNothing is impossible to a willing heart.Where there is a will there is a way.The longest

22、journey begins with the first step.公司竞业优势分析04l公司层面l产品层面l竞业优势产品分析用户分析行业分析机会与风险竞业优势结论与方案公司层面输入你的标题替换你的文字替换你的文字替换你的文字输入你的标题替换你的文字替换你的文字替换你的文字输入你的标题替换你的文字替换你的文字替换你的文字96%62%u公司在整个行业中的位置（领导者还是追随者）u是否有良好的业务基础u有哪些资源可以用，哪些资源形成行业门槛产品分析用户分析行业分析机会与风险竞业优势结论与方案公司层面00.511.522.533.544.55系列01系列02系列03系列04TitleTITLE2T

23、ITLE1公司层面u公司在整个行业中的位置（领导者还是追随者）u是否有良好的业务基础u有哪些资源可以用，哪些资源形成行业门槛产品分析用户分析行业分析机会与风险竞业优势结论与方案产品层面u产品目标：战略主打产品、边缘卡位产品、新业务线-创新产品uPLC-产品生命周期不同生命周期不同的侧重点u公司及产品的结合层面（产品的商业价值）14.50015.0004.0002.000Title text additionThe user can demonstrate on a projector or computer,or print the presentationTitle text additio

24、nThe user can demonstrate on a projector or computer,or print the presentationTitle text additionThe user can demonstrate on a projector or computer,or print the presentationTitle text additionThe user can demonstrate on a projector or computer,or print the presentation产品分析用户分析行业分析机会与风险竞业优势结论与方案产品生命

25、周期进入期入期Nothing is impossible to a willing heart.Where there is a will there is a way.The longest journey begins with the first step.成成长期期Nothing is impossible to a willing heart.Where there is a will there is a way.The longest journey begins with the first step.成熟期成熟期Nothing is impossible to a willi

26、ng heart.Where there is a will there is a way.The longest journey begins with the first step.衰退期衰退期Nothing is impossible to a willing heart.Where there is a will there is a way.The longest journey begins with the first step.饱和点和点产品分析用户分析行业分析机会与风险竞业优势结论与方案新产品价值u产品可以为企业创造什么样的价值（创新战略、卡位、打败竞争对手、扰乱竞争对手、创

27、造经济利益）u这些价值是否契合公司战略目标及业务发展趋势u开发产品的时机是否恰当Title text additionThe user can demonstrate on a projector or computer,or print the presentation and make it filmTitle text additionThe user can demonstrate on a projector or computer,or print the presentation and make it filmTitle text additionThe user can de

28、monstrate on a projector or computer,or print the presentation and make it filmTitle text additionThe user can demonstrate on a projector or computer,or print the presentation and make it film产品分析用户分析行业分析机会与风险竞业优势结论与方案自我竞业优势u新领域产品中，哪些模块是熟悉的u之前工作经验能为产品带来什么u哪些方面的经验可迁移与转化Title text additionThe user can

29、 demonstrate on a projector or computer,or print the presentation and make it filmTitle text additionThe user can demonstrate on a projector or computer,or print the presentation and make it filmTitle text additionThe user can demonstrate on a projector or computer,or print the presentation and make

30、 it film新机会与风险05l“见缝插针”l借鉴国外或其他行业l使用场景重构l风险提示产品分析用户分析竞业优势行业优势机会与风险结论与方案“见缝插针”寻新机会u行业细分领域中的某处u颠覆式方法将原先需求满足中的一个环节改写输入你的文字Click here to add you to the center of the点击这里添加标题Click here to add you to the center of the点击这里添加标题Click here to add you to the center of the点击这里添加标题Click here to add you to the ce

31、nter of the点击这里添加标题Click here to add you to the center of the点击这里添加标题Click here to add you to the center of the点击这里添加标题产品分析用户分析竞业优势行业优势机会与风险结论与方案借鉴国外或他行经验u借鉴国外或其他行业的经验Title text additionThe user can demonstrate on a projector or computer,or print the presentation and make it filmTitle text additionT

32、he user can demonstrate on a projector or computer,or print the presentation and make it filmTitle text additionThe user can demonstrate on a projector or computer,or print the presentation and make it filmTitle text additionThe user can demonstrate on a projector or computer,or print the presentati

33、on and make it filmTitle text additionThe user can demonstrate on a projector or computer,or print the presentation and make it film产品分析用户分析竞业优势行业优势机会与风险结论与方案案例分析u例如小米的产品逻辑：用中端产品的价格对标其他高端产品的性能u同样的价格用性能碾压对手u同样的性能用价格碾压对手点点击添加添加标题点点击添加添加标题Title text additionThe user can demonstrate on a projector or co

34、mputer,or print the presentation and make it filmTitle text additionThe user can demonstrate on a projector or computer,or print the presentation and make it film产品分析用户分析竞业优势行业优势机会与风险结论与方案风险提示u产品的核心价值的实现，是否依托与一些颇有难度的工作。u上下游公司及巨头是否容易切入这个领域。u盈利能力是否稳健，即使暂未赚钱，是否具有盈利的想象空间。Title text additionThe user can

35、demonstrate on a projector or computer,or print the presentation and make it filmTitle text additionThe user can demonstrate on a projector or computer,or print the presentation and make it film结论与解决方案06l行业机会在哪？l用户特征怎样？l竞品差异化如何？l如何发挥资源优势？产品分析用户分析竞业优势机会与风险结论与方案行业分析结论u所有的分析工作与数据采集都是信息收集，目的是形成解决方案与建议。标

36、题添加此添加此处The user can demonstrate on a projector or computer,or print the presentation and make it into a film标题添加此添加此处The user can demonstrate on a projector or computer,or print the presentation and make it into a film标题添加此添加此处The user can demonstrate on a projector or computer,or print the present

37、ation and make it into a film产品分析用户分析竞业优势机会与风险结论与方案行业分析结论在此添加标题点击输入本栏的具体文字，简明扼要的说明分项内容，此为概念图解，请根据您的具体内容酌情修改在此添加标题点击输入本栏的具体文字，简明扼要的说明分项内容，此为概念图解，请根据您的具体内容酌情修改在此添加标题点击输入本栏的具体文字，简明扼要的说明分项内容，此为概念图解，请根据您的具体内容酌情修改在此添加标题点击输入本栏的具体文字，简明扼要的说明分项内容，此为概念图解，请根据您的具体内容酌情修改机会用户特征差异化资源优势针对新领域尤其是新产品的研发，要明确：u行业机会在哪里，从哪

38、点进行切入u用户群体特征怎样，用怎样的形式去满足怎样的需求u在众多竞品中怎样做到差异化u如何利用好资源发挥优势，从哪些角度入手行业分析用户分析竞业优势机会与风险产品分析结论与方案方案执行计划产 品 开品 开 发 期期Nothing is impossible to a willing heart.Where there is a will there is a way.The longest journey begins with the first step.产 品品 发 布 期布 期Nothing is impossible to a willing heart.Where there i

39、s a will there is a way.The longest journey begins with the first step.产 品 成品 成 长 期期Nothing is impossible to a willing heart.Where there is a will there is a way.The longest journey begins with the first step.产 品 成 熟 期品 成 熟 期Nothing is impossible to a willing heart.Where there is a will there is a w

40、ay.The longest journey begins with the first step.产 品 衰 退 期品 衰 退 期Nothing is impossible to a willing heart.Where there is a will there is a way.The longest journey begins with the first step.产品分析用户分析竞业优势机会与风险结论与方案行业分析产品预估市场份额70%60%90%45%80%50%The user can demonstrate on a projector or computer,or pr

41、int the presentation and make it into a film.The user can demonstrate on a projector or computer,or print the presentation and make it into a film产品分析用户分析竞业优势机会与风险结论与方案行业分析方案文字添加文字添加文字添加文字添加文字添加文字添加文字添加文字添加The user can demonstrate on a projector or computer,or print the presentation and make it into

42、 a filmThe user can demonstrate on a projector or computer,or print the presentation and make it into a filmThe user can demonstrate on a projector or computer,or print the presentation and make it into a filmThe user can demonstrate on a projector or computer,or print the presentation and make it into a film谢谢观赏市场调研工作汇报PPT承办人：*公司