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Market Research & Analysis

市场研究与分析

Expert market research skill — from market sizing and competitive analysis through consumer research and professional consulting-grade reports with LaTeX formatting and visual generation.
专业市场研究技能——涵盖市场规模测算、竞争分析、消费者研究，以及生成带LaTeX格式和可视化内容的专业咨询级报告。

Quick Start

快速入门

Choose your workflow:
  1. Market Sizing — TAM/SAM/SOM calculations
  2. Competitive Analysis — Landscape mapping and positioning
  3. Consumer Research — Surveys, interviews, behavior analysis
  4. Professional Report — 50+ page consulting-style report with LaTeX + visuals
选择你的工作流：
  1. 市场规模测算 — TAM/SAM/SOM 计算
  2. 竞争分析 — 格局映射与定位
  3. 消费者研究 — 调研、访谈、行为分析
  4. 专业报告生成 — 50页以上带LaTeX格式和可视化内容的咨询风格报告

Market Sizing (TAM → SAM → SOM)

市场规模测算（TAM → SAM → SOM）

Step 1: Define Scope

步骤1：定义范围

  • Product/service being analyzed
  • Geography (target regions)
  • Customer segment (who specifically)
  • Time frame (current year or 5-year projection)
  • 待分析的产品/服务
  • 地域范围（目标区域）
  • 客户细分（具体目标群体）
  • 时间范围（当前年份或5年预测）

Step 2: Calculate TAM (Top-Down)

步骤2：计算TAM（自上而下法）

TAM = Total market demand at 100% market share
= (Total potential customer base) × (avg contract value)

Data sources: Gartner, Forrester, IBISWorld, government statistics, trade associations
TAM = 100%市场份额下的总市场需求
= (潜在客户总规模) × (平均合同价值)

数据来源：Gartner、Forrester、IBISWorld、政府统计数据、行业协会

Step 3: Calculate SAM

步骤3：计算SAM

SAM = Portion of TAM you can realistically serve
Apply filters: geographic constraints, product limitations, customer size constraints
Typically 5-20% of TAM
SAM = 你实际可触达的TAM部分
应用筛选条件：地域限制、产品局限性、客户规模限制
通常为TAM的5-20%

Step 4: Calculate SOM

步骤4：计算SOM

SOM = Realistic near-term market share (1-3 years)
Conservative benchmarks:
  Year 1: 0.1-0.5% of SAM
  Year 2: 0.5-2% of SAM
  Year 3: 1-5% of SAM
SOM = 短期实际可获得的市场份额（1-3年）
保守基准：
  第1年：SAM的0.1-0.5%
  第2年：SAM的0.5-2%
  第3年：SAM的1-5%

Step 5: Bottom-Up Validation

步骤5：自下而上验证

Bottom-up = (realistic target customers) × (conversion rate) × (ACV)
If top-down SOM / bottom-up > 3x → revisit top-down assumptions
自下而上法 = (实际目标客户数) × (转化率) × (ACV)
若自上而下法得出的SOM / 自下而上法得出的SOM > 3倍 → 重新审视自上而下的假设

Competitive Landscape Analysis

竞争格局分析

Competitor Categories

竞争对手分类

TypeDefinitionExample
DirectSame product, same customerAsana vs Monday.com
IndirectDifferent product, same problemAsana vs Excel
SubstituteAlternative way to address needAsana vs consultants
PotentialCould enter market easilyMicrosoft, Google
类型定义示例
直接竞争对手相同产品，相同客户群体Asana vs Monday.com
间接竞争对手不同产品，解决相同问题Asana vs Excel
替代竞争对手满足需求的替代方式Asana vs 咨询公司
潜在竞争对手可轻松进入市场的玩家Microsoft、Google

Competitive Intelligence Sources

竞争情报来源

  • Company websites (pricing, features, positioning)
  • App store reviews (G2, Capterra — look for "appears X times" keywords)
  • Crunchbase (funding, valuation, growth trajectory)
  • Job postings (what they're investing in)
  • LinkedIn (employee count trends, key hires)
  • Gartner Magic Quadrant (market positioning)
  • 企业官网（定价、功能、定位）
  • 应用商店评价（G2、Capterra — 关注高频提及的关键词）
  • Crunchbase（融资、估值、增长轨迹）
  • 招聘信息（企业的投入方向）
  • LinkedIn（员工数量趋势、核心招聘）
  • Gartner魔力象限（市场定位）

Positioning Map Template

定位图模板

Create a 2D matrix:
  • X-axis: Price (Low → High)
  • Y-axis: Feature complexity / target segment (Simple → Advanced)
Plot all competitors. Look for gaps — unserved or underserved quadrants = market opportunity.
创建二维矩阵：
  • X轴： 价格（低 → 高）
  • Y轴： 功能复杂度/目标群体（简单 → 高级）
绘制所有竞争对手。寻找空白区域 — 未被服务或服务不足的象限即为市场机会。

Core Analysis Frameworks

核心分析框架

Porter's Five Forces (rate each High / Medium / Low)

Porter's Five Forces（按高/中/低评级）

  1. Threat of New Entrants — Barriers to entry, capital requirements, brand loyalty
  2. Supplier Power — Concentration, switching costs, substitute inputs
  3. Buyer Power — Concentration, price sensitivity, switching costs
  4. Threat of Substitutes — Alternatives, switching costs, price/performance tradeoff
  5. Competitive Rivalry — Number of competitors, industry growth, differentiation
  1. 新进入者威胁 — 进入壁垒、资金要求、品牌忠诚度
  2. 供应商议价能力 — 供应商集中度、转换成本、替代投入品
  3. 购买者议价能力 — 购买者集中度、价格敏感度、转换成本
  4. 替代品威胁 — 替代方案、转换成本、性价比权衡
  5. 现有竞争者竞争程度 — 竞争者数量、行业增长、差异化程度

PESTLE Analysis

PESTLE分析

DimensionKey Questions
PoliticalRegulatory environment, trade policies
EconomicGrowth rates, inflation, currency risks
SocialDemographics, consumer behavior shifts
TechnologicalDisruptive technologies, R&D activity
LegalCompliance requirements, IP landscape
EnvironmentalSustainability trends, regulations
维度核心问题
政治监管环境、贸易政策
经济增长率、通货膨胀、汇率风险
社会人口统计、消费者行为转变
技术颠覆性技术、研发活动
法律合规要求、知识产权格局
环境可持续发展趋势、相关法规

SWOT + BCG Matrix

SWOT + BCG Matrix

For competitive landscape: map competitors on BCG Matrix (market growth vs market share) to identify Stars, Cash Cows, Question Marks, Dogs.
针对竞争格局：将竞争对手绘制在BCG Matrix（市场增长率 vs 市场份额）上，识别明星业务、现金牛业务、问题业务和瘦狗业务。

Consumer Research

消费者研究

Survey Design

调研设计

Van Westendorp Pricing: Ask customers 4 questions to find optimal price point:
  1. At what price is this too expensive to consider?
  2. At what price is this so cheap you doubt the quality?
  3. At what price does this start to feel expensive (but not off the table)?
  4. At what price is this a great value/bargain?
Plot cumulative % — OPP (Optimal Price Point) = intersection of "too expensive" and "too cheap."
Anti-pattern: Never use leading questions ("Don't you think our innovative product..."). Always include negative response options.
Van Westendorp定价调研法： 向客户询问4个问题以确定最优价格点：
  1. 定价多少时，你会认为该产品太贵而不会考虑？
  2. 定价多少时，你会因价格过低而怀疑产品质量？
  3. 定价多少时，你会开始觉得产品偏贵但仍在考虑范围内？
  4. 定价多少时，你会认为该产品极具性价比/划算？
绘制累计百分比曲线 — OPP（最优价格点）=“太贵”和“太便宜”曲线的交点。
反模式： 切勿使用引导性问题（如“你不觉得我们的创新产品……”）。务必包含负面反馈选项。

Interview Framework

访谈框架

For qualitative research:
  • Define clear research objectives first
  • Minimum 5-10 interviews for directional insight, 15-20 for patterns
  • Focus on jobs to be done and pain points, not feature preferences
  • Capture verbatim language — exact phrases are more valuable than summaries
针对定性研究：
  • 首先明确清晰的研究目标
  • 至少5-10次访谈以获取方向性洞察，15-20次访谈以识别模式
  • 聚焦用户待完成任务和痛点，而非功能偏好
  • 记录受访者的原话 — 准确表述比总结更有价值

Quality Checklist

质量检查清单

  • Research objectives clearly defined and measurable
  • Sample is representative of target market
  • Mix of qualitative (why) and quantitative (how many) methods
  • No leading or biased questions
  • Insights are actionable, not just "interesting facts"
  • Limitations acknowledged
  • 研究目标明确且可衡量
  • 样本代表目标市场
  • 结合定性（为什么）和定量（多少）研究方法
  • 无引导性或偏见性问题
  • 洞察具备可执行性，而非仅为“有趣的事实”
  • 已确认研究局限性

Professional Market Research Reports

专业市场研究报告

Generates consulting-grade reports (50+ pages) modeled on McKinsey, BCG, Gartner deliverables.
生成以麦肯锡、BCG、Gartner交付物为模板的咨询级报告（50页以上）。

Report Structure (~66 pages target)

报告结构（目标约66页）

Front Matter (~5 pages): Cover page · Table of Contents · Executive Summary (investment thesis, key findings, top 5 recommendations)
Core Analysis (~35 pages):
ChapterPagesKey Frameworks
Market Overview & Definition4-5Industry structure
Market Size & Growth6-8TAM/SAM/SOM, regional breakdown
Industry Drivers & Trends5-6PESTLE, driver impact matrix
Competitive Landscape6-8Porter's Five Forces, positioning matrix
Customer Analysis4-5Segmentation, customer journey
Technology & Innovation4-5Technology roadmap, adoption curve
Regulatory & Policy3-4Regulatory timeline
Risk Analysis3-4Risk heatmap, mitigation matrix
Strategic Recommendations (~10 pages): Opportunity matrix · Implementation roadmap · Investment thesis
Back Matter (~5 pages): Methodology · Data tables · Company profiles · Bibliography
前页内容（约5页）： 封面 · 目录 · 执行摘要（投资论点、核心发现、Top5建议）
核心分析（约35页）：
章节页数核心框架
市场概述与定义4-5行业结构
市场规模与增长6-8TAM/SAM/SOM、区域细分
行业驱动因素与趋势5-6PESTLE、驱动因素影响矩阵
竞争格局6-8Porter's Five Forces、定位矩阵
客户分析4-5客户细分、客户旅程
技术与创新4-5技术路线图、采用曲线
监管与政策3-4监管时间线
风险分析3-4风险热图、缓解矩阵
战略建议（约10页）： 机会矩阵 · 实施路线图 · 投资论点
后页内容（约5页）： 研究方法 · 数据表格 · 企业简介 · 参考文献

Visual Generation (generate 6 priority visuals first)

可视化内容生成（优先生成6个核心可视化内容）

bash
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bash
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Batch generate all core visuals

批量生成所有核心可视化内容

python scripts/generate_market_visuals.py
--topic "[MARKET NAME]" --output-dir figures/

| Priority | Visual | Tool |
|----------|--------|------|
| 1 | Market growth trajectory | scientific-schematics |
| 2 | TAM/SAM/SOM concentric circles | scientific-schematics |
| 3 | Porter's Five Forces | scientific-schematics |
| 4 | Competitive positioning matrix (2×2) | scientific-schematics |
| 5 | Risk heatmap | scientific-schematics |
| 6 | Executive summary infographic | generate-image |
python scripts/generate_market_visuals.py
--topic "[MARKET NAME]" --output-dir figures/

| 优先级 | 可视化内容 | 工具 |
|----------|--------|------|
| 1 | 市场增长轨迹 | scientific-schematics |
| 2 | TAM/SAM/SOM 同心圆图 | scientific-schematics |
| 3 | Porter's Five Forces 图 | scientific-schematics |
| 4 | 竞争定位矩阵（2×2） | scientific-schematics |
| 5 | 风险热图 | scientific-schematics |
| 6 | 执行摘要信息图 | generate-image |

LaTeX Compilation

LaTeX编译

bash
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bash
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Initialize project structure

初始化项目结构

writing_outputs/YYYYMMDD_HHMMSS_market_report_[topic]/ ├── drafts/v1_market_report.tex ← use assets/market_report_template.tex as base ├── figures/ ├── references/references.bib └── final/
writing_outputs/YYYYMMDD_HHMMSS_market_report_[topic]/ ├── drafts/v1_market_report.tex ← 以assets/market_report_template.tex为基础 ├── figures/ ├── references/references.bib └── final/

Compile

编译

cd drafts/ xelatex v1_market_report.tex && bibtex v1_market_report xelatex v1_market_report.tex && xelatex v1_market_report.tex

Use `\usepackage{market_research}` (from `assets/market_research.sty`).

**Colored box environments:**
```latex
\begin{keyinsightbox}[Key Finding]...\end{keyinsightbox}       % blue
\begin{marketdatabox}[Market Snapshot]...\end{marketdatabox}   % green
\begin{riskbox}[Critical Risk]...\end{riskbox}                 % orange
\begin{recommendationbox}[Recommendation]...\end{recommendationbox} % purple
See 
assets/FORMATTING_GUIDE.md
for complete LaTeX reference. See 
assets/market_report_template.tex
for the full report template.
cd drafts/ xelatex v1_market_report.tex && bibtex v1_market_report xelatex v1_market_report.tex && xelatex v1_market_report.tex

使用`\usepackage{market_research}`（来自`assets/market_research.sty`）。

**彩色框环境：**
```latex
\begin{keyinsightbox}[Key Finding]...\end{keyinsightbox}       % 蓝色
\begin{marketdatabox}[Market Snapshot]...\end{marketdatabox}   % 绿色
\begin{riskbox}[Critical Risk]...\end{riskbox}                 % 橙色
\begin{recommendationbox}[Recommendation]...\end{recommendationbox} % 紫色
完整LaTeX参考请见
assets/FORMATTING_GUIDE.md
。 完整报告模板请见
assets/market_report_template.tex
。

Report Quality Standards

报告质量标准

  • Data: No older than 2 years; all statistics attributed; projections state assumptions
  • Writing: Specific numbers over vague qualifiers; insights first, then data; active voice
  • Visuals: 300 DPI minimum; colorblind-friendly palette; all axes/legends labeled; sources in captions
  • Length: 50+ pages — if under, expand appendix data tables and add regional breakdowns
  • 数据： 数据不超过2年；所有统计数据均标注来源；预测需说明假设条件
  • 写作： 用具体数字替代模糊表述；先讲洞察，再列数据；使用主动语态
  • 可视化： 最低300 DPI；采用色弱友好调色板；所有坐标轴/图例均标注；图片说明中注明来源
  • 篇幅： 50页以上 — 若不足，可扩充附录数据表格并添加区域细分内容

Pre-Submission Checklist

提交前检查清单

  • Cover page, ToC, List of Figures, Executive Summary
  • All 11 chapters present (no placeholder sections)
  • 6 core visuals generated and rendering
  • All statistics sourced; projections include assumptions
  • PDF compiles without errors; cross-references work
  • Page count >50
  • 包含封面、目录、图表列表、执行摘要
  • 所有11个章节均已完成（无占位符内容）
  • 6个核心可视化内容已生成并可正常显示
  • 所有统计数据均标注来源；预测包含假设条件
  • PDF编译无错误；交叉引用正常工作
  • 页数超过50

References & Assets

参考资料与资源

  • scripts/generate_market_visuals.py
    — Batch visual generation for reports
  • assets/market_research.sty
    — LaTeX style package
  • assets/market_report_template.tex
    — Full report template
  • assets/FORMATTING_GUIDE.md
    — Complete LaTeX formatting reference
  • references/report_structure_guide.md
    — Detailed chapter-by-chapter guidance
  • references/data_analysis_patterns.md
    — Analysis patterns and common calculations
  • references/visual_generation_guide.md
    — Visual creation workflows
  • scripts/generate_market_visuals.py
    — 批量生成报告可视化内容
  • assets/market_research.sty
    — LaTeX样式包
  • assets/market_report_template.tex
    — 完整报告模板
  • assets/FORMATTING_GUIDE.md
    — 完整LaTeX格式参考
  • references/report_structure_guide.md
    — 详细的逐章节指导
  • references/data_analysis_patterns.md
    — 分析模式与常见计算方法
  • references/visual_generation_guide.md
    — 可视化内容创建工作流

Related Skills

相关技能

  • product-strategy-and-marketing
    — Market opportunity within product strategy
  • go-to-market-strategy
    — Applying market research to launch planning
  • pricing-strategy
    — Using market research for pricing decisions
  • product-strategy-and-marketing
    — 产品战略中的市场机会分析
  • go-to-market-strategy
    — 市场研究在上市规划中的应用
  • pricing-strategy
    — 利用市场研究制定定价决策