第六講：市場分析(market analysis)

這部分內(nèi)容包括行業(yè)分析、市場分析和競爭分析。行業(yè)分析包括企業(yè)所在行業(yè)概述、對行業(yè)發(fā)展方向的預(yù)測、對驅(qū)動因素的分析。市場分析的核心內(nèi)容是在市場細(xì)分的基礎(chǔ)上確定目標(biāo)市場。要讓投資者了解市場的規(guī)模有足夠大的贏利空間和發(fā)展空間；知道市場有良好的發(fā)展前景，即所確定的目標(biāo)市場在未來將會長生不衰。競爭分析中要對全部競爭產(chǎn)品及競爭廠家作出描述與分析。尤其要分析這些競爭對手所占有的市場份額、年銷量與銷售收入，以及他們的財務(wù)實(shí)力。此外還要對自己產(chǎn)品所具有的優(yōu)勢作分析，對未來市場變化趨勢作預(yù)測。

介紹目標(biāo)顧客購買的原因，例如：

It is easy to understand why the principal buying motives are XXX because XXX.

介紹項(xiàng)目標(biāo)顧客的特點(diǎn)，例如：

Young Married Couples

Age: 35-55

Income: Medium to high

Sex: Male or Female

Family: Married or no children

Geographic: Suburban

Occupation: White collar

Attitude: Early adapters

描述產(chǎn)品的競爭優(yōu)勢，例如：

The ability to XXX (what it can do) is unique to this product/service, and our research indicates that its performance is superior to anything else on the market today.

對競爭產(chǎn)品做對比，例如：

Companies with competitive products/services in this market are XXX. XXX (competitor) products only operate in a XXX (limited, etc.) way.