competitive-analysis
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ChineseCompetitive Analysis
竞品分析
Scope
适用范围
Covers
- Mapping competitive alternatives (status quo, workarounds, analog/non-consumption, direct + indirect competitors)
- Building a competitor landscape grounded in customer decision criteria
- Turning analysis into actionable artifacts: positioning hypotheses, win themes, battlecards, and a monitoring plan
When to use
- “Do a competitive analysis / competitor landscape for our product.”
- “Why are we losing deals to <competitor>?”
- “What are the real alternatives if we didn’t exist?”
- “Help us differentiate and position vs competitors.”
- “Create sales battlecards and win/loss takeaways.”
When NOT to use
- You need market sizing / TAM/SAM/SOM as the primary output (different workflow)
- You don’t know the target customer, core use case, or the decision this analysis should support
- You only need a quick list of competitors (no synthesis, no artifacts)
- You’re seeking confidential or non-public competitor information (do not attempt)
涵盖内容
- 绘制竞品替代方案图谱（包括现状、临时解决方案、同类替代/非消费场景、直接+间接竞品）
- 基于客户决策标准构建竞品格局
- 将分析转化为可落地的成果：定位假设、赢单主题、销售对战卡以及监控计划
适用场景
- “为我们的产品做竞品分析/竞品格局梳理。”
- “我们为什么输给<竞品>？”
- “如果我们不存在，客户的真实替代选择是什么？”
- “帮助我们与竞品形成差异化并完成定位。”
- “制作销售对战卡和赢单/丢单总结。”
不适用场景
- 你需要将市场规模测算/TAM/SAM/SOM作为核心输出（这属于不同的工作流程）
- 你不明确目标客户、核心使用场景，或该分析要支持的决策
- 你只需要一份快速整理的竞品列表（不需要分析整合或落地成果）
- 你试图获取竞品的机密或非公开信息（请勿尝试）
Inputs
输入信息
Minimum required
- Product + target customer segment + core use case (what job is being done)
- The decision to support (e.g., positioning, sales enablement, roadmap bets, pricing, market entry)
- 3–10 known competitors/alternatives (or “unknown—please map them”)
- Any available evidence (links, win/loss notes, call transcripts, customer quotes, pricing pages, reviews)
- Constraints: geography, ICP, price band, compliance/regulation (if relevant), time box
Missing-info strategy
- Ask up to 5 questions from references/INTAKE.md.
- If answers aren’t available, proceed with explicit assumptions and label unknowns. Provide 2–3 plausible alternative scopes (narrow vs broad).
最低要求
- 产品+目标客户群体+核心使用场景（即客户要完成的任务）
- 要支持的决策（例如：定位、销售赋能、路线图规划、定价、市场进入）
- 3–10个已知竞品/替代方案（或“未知，请帮我梳理”）
- 所有可用的证据（链接、赢单/丢单记录、通话 transcript、客户引用、定价页面、用户评价）
- 约束条件：地域、ICP、价格区间、合规/监管要求（如适用）、时间限制
信息缺失应对策略
- 从references/INTAKE.md中选取最多5个问题进行询问。
- 如果无法获取答案，基于明确的假设推进，并标注未知信息。提供2–3个合理的替代范围选项（窄范围 vs 广范围）。
Outputs (deliverables)
输出成果（交付物）
Produce a Competitive Analysis Pack in Markdown (in-chat; or as files if requested):
- Context snapshot (decision, ICP, use case, constraints, time box)
- Competitive alternatives map (direct/indirect/status quo/workarounds/analog)
- Competitor landscape table (top 5–10) with evidence links + confidence
- Customer decision criteria + comparison matrix (customer POV)
- Differentiation & positioning hypotheses (why win, why lose, proof points)
- Win themes + loss risks (objections, landmines, traps)
- Battlecards (3–5 priority competitors)
- Monitoring plan (signals, cadence, owners, update triggers)
- Risks / Open questions / Next steps (always included)
Templates: references/TEMPLATES.md
生成一份Markdown格式的竞品分析包（可在对话中展示；或按需生成文件）：
- 背景快照（包含决策、ICP、使用场景、约束条件、时间限制）
- 竞品替代方案图谱（直接/间接竞品、现状、临时解决方案、同类替代）
- 竞品格局表（Top 5–10），附带证据链接和可信度标注
- 客户决策标准 + 对比矩阵（从客户视角出发）
- 差异化与定位假设（赢单原因、丢单原因、支撑论据）
- 赢单主题 + 丢单风险（客户异议、潜在隐患、规避陷阱）
- 销售对战卡（针对3–5个重点竞品）
- 监控计划（监控信号、更新频率、负责人、触发更新的条件）
- 风险 / 待解决问题 / 后续步骤（必须包含）
模板参考：references/TEMPLATES.md
Workflow (8 steps)
工作流程（8个步骤）
1) Intake + decision framing
1) 信息收集 + 决策框架搭建
- Inputs: User context; references/INTAKE.md.
- Actions: Confirm the decision, ICP, use case, geography, and time box. Define what “good” looks like (who will use this and for what).
- Outputs: Context snapshot.
- Checks: A stakeholder can answer: “What decision will this analysis change?”
- 输入： 用户提供的背景信息；references/INTAKE.md
- 行动： 确认决策、ICP、使用场景、地域和时间限制。定义“合格成果”的标准（谁会使用这份分析，用于什么目的）。
- 输出： 背景快照。
- 检查要点： 相关负责人能够回答：“这份分析会影响哪项决策？”
2) Map competitive alternatives (not just logos)
2) 梳理竞品替代方案（不只是竞品标识）
- Inputs: Use case + customer job.
- Actions: List what customers do instead: status quo, internal build, manual workaround, analog tools, agencies/outsourcing, and direct/indirect competitors. Identify the “true competitor” for the deal.
- Outputs: Competitive alternatives map + short notes per alternative.
- Checks: At least 1–2 non-obvious alternatives appear (workarounds / analog / non-consumption).
- 输入： 使用场景 + 客户要完成的任务。
- 行动： 列出客户的替代选择：现状、内部自建、手动临时方案、同类工具、代理/外包服务，以及直接/间接竞品。确定该业务场景下的“真正竞品”。
- 输出： 竞品替代方案图谱 + 每个替代方案的简短说明。
- 检查要点： 至少包含1–2个非显而易见的替代方案（临时解决方案/同类替代/非消费场景）。
3) Select the focus set + collect evidence (time-boxed)
3) 确定重点分析对象 + 收集证据（限时完成）
- Inputs: Alternatives map; available sources.
- Actions: Pick 5–10 focus alternatives (by frequency/impact). Gather publicly available facts (positioning, features, pricing, distribution, target ICP) and internal learnings (win/loss, sales notes). Track confidence and unknowns.
- Outputs: Evidence log + initial landscape table.
- Checks: Each competitor row has at least 2 evidence points (link/quote/data) or is explicitly labeled “low confidence”.
- 输入： 竞品替代方案图谱；可用信息来源。
- 行动： 选择5–10个重点分析对象（按出现频率/影响程度排序）。收集公开可得的事实信息（定位、功能、定价、分销渠道、目标ICP）以及内部经验（赢单/丢单记录、销售笔记）。记录信息可信度和未知内容。
- 输出： 证据日志 + 初始竞品格局表。
- 检查要点： 每个竞品条目至少包含2个证据点（链接/引用/数据），或明确标注“低可信度”。
4) Build the comparison from the customer’s perspective
4) 从客户视角构建对比分析
- Inputs: Focus set + evidence.
- Actions: Define 6–10 customer decision criteria (JTBD outcomes, constraints, trust, time-to-value, switching cost, price, ecosystem fit). Compare alternatives on criteria and surface “why they win”.
- Outputs: Decision criteria list + comparison matrix.
- Checks: Criteria are framed as customer outcomes/risks (not internal feature checklists).
- 输入： 重点分析对象 + 收集到的证据。
- 行动： 定义6–10个客户决策标准（JTBD成果、约束条件、信任度、价值实现时间、转换成本、价格、生态适配性）。基于这些标准对比各替代方案，找出“竞品赢单的原因”。
- 输出： 决策标准列表 + 对比矩阵。
- 检查要点： 决策标准以客户成果/风险为导向（而非内部功能清单）。
5) Derive differentiation + positioning hypotheses
5) 推导差异化与定位假设
- Inputs: Matrix + wins/losses.
- Actions: Write 2–3 positioning hypotheses: (a) who we’re for, (b) the value we deliver, (c) why we’re different vs the true alternative, (d) proof points, (e) tradeoffs/non-goals.
- Outputs: Differentiation & positioning section.
- Checks: Each hypothesis names the competitive alternative it’s positioning against.
- 输入： 对比矩阵 + 赢单/丢单记录。
- 行动： 撰写2–3个定位假设，每个假设需包含：(a) 目标客户群体，(b) 我们提供的价值，(c) 与真正竞品相比的差异化点，(d) 支撑论据，(e) 取舍/非目标方向。
- 输出： 差异化与定位部分。
- 检查要点： 每个假设明确指出其针对的竞品替代方案。
6) Translate into win themes + battlecards
6) 转化为赢单主题 + 销售对战卡
- Inputs: Positioning hypotheses + competitor notes.
- Actions: Create 3–5 win themes and 3–5 loss risks. Produce battlecards for priority competitors (how to win, landmines, objection handling, traps to avoid).
- Outputs: Win/loss section + battlecards.
- Checks: Battlecards contain do/don’t talk tracks and are usable in a live sales call.
- 输入： 定位假设 + 竞品记录。
- 行动： 制定3–5个赢单主题和3–5个丢单风险。为重点竞品制作销售对战卡（包含赢单方法、潜在隐患、异议处理话术、需规避的陷阱）。
- 输出： 赢单/丢单部分 + 销售对战卡。
- 检查要点： 销售对战卡包含该说/不该说的话术，可直接用于实时销售通话。
7) Recommend actions (product, messaging, GTM)
7) 提出行动建议（产品、话术、上市推广）
- Inputs: Findings.
- Actions: Propose 5–10 actions: product bets, messaging changes, pricing/packaging, distribution, partnerships, and “stop doing” items. Tie each action to a win theme or loss risk.
- Outputs: Recommendations list with rationale and owners (if known).
- Checks: Each recommendation is specific enough to execute next week/month.
- 输入： 分析结论。
- 行动： 提出5–10项行动建议：产品方向、话术调整、定价/包装优化、分销渠道、合作机会，以及“停止做的事项”。每项建议需关联到对应的赢单主题或丢单风险。
- 输出： 带理由和负责人（如已知）的建议列表。
- 检查要点： 每项建议足够具体，可在下周/下月落地执行。
8) Monitoring + quality gate + finalize
8) 监控设置 + 质量审核 + 最终定稿
- Inputs: Draft pack.
- Actions: Define monitoring signals, cadence, and update triggers. Run references/CHECKLISTS.md and score with references/RUBRIC.md. Add Risks/Open questions/Next steps.
- Outputs: Final Competitive Analysis Pack.
- Checks: Pack is shareable as-is; assumptions and confidence levels are explicit.
- 输入： 分析包草稿。
- 行动： 定义监控信号、更新频率和触发更新的条件。使用references/CHECKLISTS.md进行检查，并通过references/RUBRIC.md进行评分。添加风险/待解决问题/后续步骤。
- 输出： 最终版竞品分析包。
- 检查要点： 分析包可直接分享；所有假设和可信度级别均明确标注。
Quality gate (required)
质量审核（必填）
- Use references/CHECKLISTS.md and references/RUBRIC.md.
- Always include: Risks, Open questions, Next steps.
- 使用references/CHECKLISTS.md和references/RUBRIC.md进行审核。
- 必须包含：风险、待解决问题、后续步骤。
Examples
示例
Example 1 (B2B SaaS): “We keep losing deals to Competitor X. Build a competitive alternatives map and a battlecard for X.”
Expected: alternatives map (incl. status quo), decision criteria, X battlecard, win themes/loss risks, and a monitoring plan.
Expected: alternatives map (incl. status quo), decision criteria, X battlecard, win themes/loss risks, and a monitoring plan.
Example 2 (Consumer subscription): “We’re repositioning for a new segment. Analyze alternatives and propose 2 positioning hypotheses.”
Expected: comparison matrix by customer criteria and two clear positioning options with proof points and tradeoffs.
Expected: comparison matrix by customer criteria and two clear positioning options with proof points and tradeoffs.
Boundary example: “List every competitor in our industry worldwide.”
Response: narrow scope (ICP, geography, category) and propose a focused set + monitoring plan; otherwise output becomes a low-signal directory of logos.
Response: narrow scope (ICP, geography, category) and propose a focused set + monitoring plan; otherwise output becomes a low-signal directory of logos.
示例1（B2B SaaS）： “我们一直输给竞品X。请制作竞品替代方案图谱和针对X的销售对战卡。”
预期输出：竞品替代方案图谱（含现状）、决策标准、X的销售对战卡、赢单主题/丢单风险，以及监控计划。
预期输出：竞品替代方案图谱（含现状）、决策标准、X的销售对战卡、赢单主题/丢单风险，以及监控计划。
示例2（消费者订阅）： “我们正在为新客户群体重新定位。请分析替代方案并提出2个定位假设。”
预期输出：基于客户标准的对比矩阵，以及两个明确的定位选项（含支撑论据和取舍说明）。
预期输出：基于客户标准的对比矩阵，以及两个明确的定位选项（含支撑论据和取舍说明）。
边界示例： “列出我们行业全球范围内的所有竞品。”
回应：缩小分析范围（明确ICP、地域、品类），并提出重点分析对象+监控计划；否则输出将只是一份低价值的竞品标识清单。
回应：缩小分析范围（明确ICP、地域、品类），并提出重点分析对象+监控计划；否则输出将只是一份低价值的竞品标识清单。