competitive-analysis

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Competitive Analysis Skill

竞品分析Skill

Overview

概述

This skill provides comprehensive competitive intelligence capabilities including competitor identification, positioning analysis, battlecard creation, and ongoing market monitoring. Designed for B2B technical services differentiation.

本Skill提供全面的竞争情报能力，包括竞品识别、定位分析、作战卡片制作以及持续市场监控，专为B2B技术服务的差异化打造。

Quick Start

快速开始

Identify competitors - Direct, indirect, status quo
Analyze positioning - How they position vs. you
Create battlecards - Sales enablement tools
Monitor changes - Ongoing competitive tracking
Adjust strategy - Differentiate and win

识别竞品 - 直接竞品、间接竞品、现状竞品
分析定位 - 竞品与我方的定位对比
制作作战卡片 - 销售赋能工具
监控变化 - 持续竞品追踪
调整策略 - 打造差异化并赢取订单

When to Use

适用场景

Entering new markets
Losing deals to competitors
Positioning/messaging development
Sales enablement
Pricing strategy
Product roadmap input

进入新市场时
频繁输给竞品时
定位/宣传语制定阶段
销售赋能支持
定价策略制定
产品路线图输入

Competitor Categories

竞品分类

Three-Tier Framework

三层框架

┌─────────────────────────────────────────────┐
│ TIER 1: Direct Competitors                   │
│ Same service, same market                    │
│ Example: Other offshore engineering firms    │
└─────────────────────────────────────────────┘
           ↓
┌─────────────────────────────────────────────┐
│ TIER 2: Indirect Competitors                 │
│ Different approach, same problem             │
│ Example: In-house engineering teams          │
│          General engineering consultancies   │
└─────────────────────────────────────────────┘
           ↓
┌─────────────────────────────────────────────┐
│ TIER 3: Status Quo                           │
│ Doing nothing / current solution             │
│ Example: Manual analysis processes           │
│          Spreadsheet-based calculations      │
└─────────────────────────────────────────────┘

┌─────────────────────────────────────────────┐
│ 第一层：直接竞品                             │
│ 同类服务、同一市场                            │
│ 示例：其他离岸工程公司                        │
└─────────────────────────────────────────────┘
           ↓
┌─────────────────────────────────────────────┐
│ 第二层：间接竞品                             │
│ 不同方案、解决同一问题                        │
│ 示例：内部工程团队                          │
│          综合工程咨询公司                    │
└─────────────────────────────────────────────┘
           ↓
┌─────────────────────────────────────────────┐
│ 第三层：现状竞品                             │
│ 无行动/当前解决方案                          │
│ 示例：人工分析流程                          │
│          基于电子表格的计算                  │
└─────────────────────────────────────────────┘

Competitor Profile Template

竞品档案模板

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Competitor: [Company Name]

竞品：[公司名称]

Overview

基本信息

Website: [URL]
Founded: [Year]
Size: [Employees]
Location: [HQ + offices]
Funding: [If applicable]

官网： [URL]
成立时间： [年份]
规模： [员工数量]
地点： [总部+分支机构]
融资情况： [如有]

Positioning

定位

Tagline: [Their tagline]
Value Prop: [Main message]
Target Market: [Who they serve]

标语： [他们的标语]
价值主张： [核心传递信息]
目标市场： [服务对象]

Services/Products

服务/产品

Service	Description	Pricing

服务	描述	定价

Strengths

优势

[Strength 1]
[Strength 2]
[Strength 3]

[优势1]
[优势2]
[优势3]

Weaknesses

劣势

[Weakness 1]
[Weakness 2]
[Weakness 3]

[劣势1]
[劣势2]
[劣势3]

Differentiation vs. Us

与我方的差异对比

Aspect	Them	Us	Our Advantage
Technology
Expertise
Pricing
Support

维度	竞品	我方	我方优势
技术
专业能力
定价
支持服务

Recent Activity

近期动态

[Recent news/changes]
[Product launches]
[Customer wins]

[近期新闻/变化]
[产品发布]
[客户获取]

Competitive Win Rate

竞争赢单率

Deals competed: [X]
Wins: [Y]
Win rate: [Z%]

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竞争订单数：[X]
赢单数：[Y]
赢单率：[Z%]

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Positioning Analysis

定位分析

April Dunford Framework

For each competitor, analyze:

Competitive Alternatives - What would customers use instead?
Unique Attributes - What do they do that others can't?
Value - What benefit does that provide?
Target Customers - Who cares most about that value?
Market Category - What market do they claim?

针对每个竞品，分析以下内容：

竞争替代方案 - 客户还会选择什么？
独特属性 - 他们能做到而其他竞品做不到的是什么？
价值 - 这些属性能带来什么收益？
目标客户 - 谁最看重这些价值？
市场品类 - 他们宣称属于哪个市场？

Positioning Map

定位地图

                    HIGH SPECIALIZATION
                           │
                     ┌─────┼─────┐
                     │  US │     │
    LOW              │     │     │         HIGH
    TECH ────────────┼─────┼─────┼──────── TECH
                     │     │     │
                     │     │ Comp│
                     └─────┼─────┘
                           │
                    LOW SPECIALIZATION

Axes to consider:
- Price vs. Value
- Specialization vs. Generalist
- Technology vs. Traditional
- Speed vs. Thoroughness
- Custom vs. Standardized

                    高专业化
                           │
                     ┌─────┼─────┐
                     │ 我方 │     │
    低              │     │     │         高
    技术 ────────────┼─────┼─────┼──────── 技术
                     │     │     │
                     │     │ 竞品│
                     └─────┼─────┘
                           │
                    低专业化

可选用的坐标轴：
- 价格 vs 价值
- 专业化 vs 通用化
- 技术驱动 vs 传统模式
- 速度 vs 深度
- 定制化 vs 标准化

Battlecard Template

作战卡片模板

Sales Enablement Battlecard

销售赋能作战卡片

markdown

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Battlecard: [Competitor Name]

作战卡片：[竞品名称]

Quick Facts

快速信息

Who they are: [1-line description]
When we compete: [Common scenarios]
Win rate vs. them: [X%]

竞品简介： [一句话描述]
竞争场景： [常见竞争场景]
对应该竞品的赢单率： [X%]

Their Pitch

竞品话术

"[How they typically position themselves]"

"[他们的典型定位表述]"

Our Counter

我方应对话术

"[How we differentiate]"

"[我方差异化表述]"

Strengths to Acknowledge

需要认可的竞品优势

Their Strength	Our Response
[Strength 1]	[How we address/counter]
[Strength 2]	[How we address/counter]

竞品优势	我方回应
[优势1]	[我方应对方式]
[优势2]	[我方应对方式]

Weaknesses to Exploit

可利用的竞品劣势

Their Weakness	Our Advantage	Proof Point
[Weakness 1]	[Our strength]	[Evidence]
[Weakness 2]	[Our strength]	[Evidence]

竞品劣势	我方优势	证明材料
[劣势1]	[我方优势]	[证据]
[劣势2]	[我方优势]	[证据]

Discovery Questions

挖掘问题

Questions to ask prospects to surface competitor weaknesses:

"[Question that reveals their pain point we solve better]"
"[Question about their experience with competitor approach]"
"[Question highlighting our differentiator]"

用于引导客户暴露竞品劣势的问题：

"[能揭示客户痛点且我方更擅长解决的问题]"
"[关于客户使用竞品体验的问题]"
"[突出我方差异化的问题]"

Objection Handling

异议处理

Objection	Response
"They're cheaper"	[Response]
"They have more experience"	[Response]
"We already use them"	[Response]

客户异议	我方回应
"他们更便宜"	[回应内容]
"他们经验更丰富"	[回应内容]
"我们已经在使用他们的服务"	[回应内容]

Landmines to Set

提前布局要点

Early in sales process, position against competitor:

"[Point that makes our approach seem necessary]"
"[Requirement they can't meet]"

在销售初期针对竞品进行定位：

"[让我方方案显得必要的观点]"
"[竞品无法满足的要求]"

Proof Points

证明材料

[Case study/testimonial relevant to this competitor]
[Specific metric/result that beats them]

[与该竞品相关的案例研究/客户证言]
[优于竞品的具体指标/成果]

Resources

参考资源

[Link to case study]
[Link to comparison doc]
[Link to detailed analysis]

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[案例研究链接]
[对比文档链接]
[详细分析链接]

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Win/Loss Analysis

赢单/丢单分析

Interview Framework

访谈框架

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Win/Loss Interview: [Company Name]

赢单/丢单访谈：[客户公司名称]

Deal Info

订单信息

Outcome: Won / Lost
Competitor: [Who we competed against]
Deal Size: [$X]
Sales Cycle: [X days]

结果： 赢单 / 丢单
竞品： [竞争的对手]
订单规模： [$X]
销售周期： [X天]

Decision Criteria

决策标准

Evaluation Process

评估流程

Who was involved in decision?
How did they evaluate options?
What research did they do?

谁参与了决策？
他们如何评估选项？
做了哪些调研？

If Won

若赢单

Why did they choose us?
What almost made them not choose us?
What would have made decision easier?

客户为何选择我方？
差点让客户放弃我方的因素是什么？
什么能让决策更简单？

If Lost

若丢单

Why did they choose competitor?
What would have changed their decision?
When did we lose (early/late)?
Would they consider us in future?

客户为何选择竞品？
什么能改变他们的决策？
我们在哪个阶段丢单的（早期/晚期）？
未来他们会考虑我方吗？

Insights for Improvement

改进洞察

Product/service gaps?
Sales process issues?
Pricing feedback?
Messaging that resonated/didn't?

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产品/服务存在哪些缺口？
销售流程有哪些问题？
定价反馈如何？
哪些宣传语有效/无效？

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Win/Loss Dashboard

赢单/丢单仪表盘

Metric	Target	Actual
Overall win rate	>35%	[X%]
Win rate vs. Competitor A	>40%	[X%]
Win rate vs. Competitor B	>30%	[X%]
Deals lost to price	<20%	[X%]
Deals lost to features	<15%	[X%]

指标	目标	实际
整体赢单率	>35%	[X%]
对竞品A的赢单率	>40%	[X%]
对竞品B的赢单率	>30%	[X%]
因价格丢单的比例	<20%	[X%]
因功能丢单的比例	<15%	[X%]

Competitive Monitoring

竞品监控

What to Track

监控内容

Category	Items	Frequency
Website	Messaging, pricing, features	Monthly
Social	Content, engagement, campaigns	Weekly
News	Press releases, funding, hires	Weekly
Content	Blog, case studies, webinars	Monthly
SEO	Rankings, keywords, backlinks	Monthly
Reviews	G2, Capterra, industry reviews	Monthly

类别	监控项	频率
官网	宣传语、定价、功能	每月
社交媒体	内容、互动、营销活动	每周
新闻	新闻稿、融资、招聘	每周
内容产出	博客、案例研究、线上研讨会	每月
SEO	排名、关键词、反向链接	每月
评价	G2、Capterra、行业评价	每月

Monitoring Tools

监控工具

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Free Tools

免费工具

Google Alerts - News mentions
SimilarWeb - Traffic estimates
BuiltWith - Technology stack
LinkedIn - Company updates, hiring

Google Alerts - 新闻提及监控
SimilarWeb - 流量估算
BuiltWith - 技术栈分析
LinkedIn - 公司动态、招聘信息

Paid Tools

付费工具

SEMrush/Ahrefs - SEO/content analysis
Crayon/Klue - Competitive intelligence
G2/Capterra - Review monitoring

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SEMrush/Ahrefs - SEO/内容分析
Crayon/Klue - 竞争情报工具
G2/Capterra - 评价监控

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Competitive Alert Template

竞品异动警报模板

markdown

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Competitive Alert: [Date]

竞品异动警报：[日期]

Company: [Competitor]

竞品公司：[名称]

Change Detected

检测到的变化

Type: [Pricing/Messaging/Feature/Hire/etc.]
Details: [What changed]
Source: [Where detected]

类型： [定价/宣传语/功能/招聘等]
详情： [具体变化内容]
来源： [检测渠道]

Impact Assessment

影响评估

Severity: High / Medium / Low
Affected: [Sales/Marketing/Product]

严重程度： 高 / 中 / 低
受影响部门： [销售/营销/产品]

Recommended Response

建议应对措施

Notes

备注

[Additional context]

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[额外背景信息]

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Differentiation Strategy

差异化策略

Finding Differentiation

寻找差异化方向

1. List competitor claims
2. Identify their gaps/weaknesses
3. Match to our strengths
4. Validate with customers
5. Build messaging around it

1. 列出竞品的宣传主张
2. 识别他们的缺口/劣势
3. 匹配我方优势
4. 与客户验证
5. 围绕差异化打造宣传语

Differentiation Categories

差异化类别

Type	Example	Sustainability
Technology	AI-native approach	Medium-High
Expertise	Specialized domain knowledge	High
Process	Transparent methodology	Medium
Speed	Faster delivery	Low-Medium
Price	Lower cost	Low
Support	Better partnership	Medium

类型	示例	可持续性
技术	AI原生方案	中-高
专业能力	细分领域知识	高
流程	透明方法论	中
速度	更快交付	低-中
价格	更低成本	低
支持	更优合作关系	中

AceEngineer Differentiation

AceEngineer 差异化示例

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Key Differentiators

核心差异化点

1. AI-Native Engineering

1. AI原生工程服务

Not just using AI, built around AI
Automated analysis pipelines
Machine learning integration

不仅使用AI，而是围绕AI构建
自动化分析流水线
机器学习集成

2. Open Source Transparency

2. 开源透明性

Public code repositories
Documented methodologies
Verifiable approaches

公开代码仓库
文档化方法论
可验证的方案

3. Technical Depth + Innovation

3. 技术深度+创新

Deep domain expertise
Modern technology adoption
Continuous improvement

深厚的领域专业能力
采用现代技术
持续改进

Against Traditional Consultancies

对比传统咨询公司

"We deliver the same technical rigor with AI-powered efficiency, transparent methodologies, and modern tools."

"我们以AI驱动的效率、透明的方法论和现代工具，提供与传统咨询公司同等的技术严谨性。"

Against In-House Teams

对比内部团队

"We provide specialized expertise and advanced capabilities without the overhead of building an internal team."

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"我们无需您搭建内部团队的成本，即可提供专业的领域能力和先进技术。"

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Best Practices

最佳实践

Do

建议做法

Focus on top 3-5 competitors
Update battlecards quarterly
Include sales team input
Validate with win/loss data
Monitor continuously
Share insights cross-functionally

聚焦Top3-5竞品
每季度更新作战卡片
纳入销售团队的输入
用赢单/丢单数据验证
持续监控
跨部门共享洞察

Don't

避免做法

Obsess over competitors
Copy competitor strategy
Compete on price alone
Ignore indirect competitors
Base strategy on assumptions
Neglect status quo competition

过度关注竞品
抄袭竞品策略
仅靠价格竞争
忽略间接竞品
基于假设制定策略
忽视现状竞品

Error Handling

问题处理

Issue	Cause	Solution
Low win rate vs. specific competitor	Poor differentiation	Deeper analysis, adjust positioning
Outdated battlecards	No monitoring	Set up alerts, schedule updates
Sales not using battlecards	Not useful format	Get sales input, simplify
Surprised by competitor moves	No monitoring	Implement tracking system

问题	原因	解决方案
针对特定竞品的赢单率低	差异化不足	深度分析，调整定位
作战卡片过时	缺乏监控	设置警报，定期更新
销售不使用作战卡片	格式不实用	收集销售反馈，简化内容
对竞品行动感到意外	未实施监控	建立追踪系统

Metrics

指标

Metric	Target	Frequency
Competitive win rate	>35%	Quarterly
Battlecard usage	>80%	Monthly
Intel freshness	<30 days	Weekly
Win/loss interviews	80% of deals	Per deal

指标	目标	频率
竞争赢单率	>35%	每季度
作战卡片使用率	>80%	每月
情报新鲜度	<30天	每周
赢单/丢单访谈覆盖率	80%的订单	每单

Competitive Research Methodology

竞品调研方法论

Research Sources

调研来源

Primary Sources (Direct from Competitor)

一手来源（直接来自竞品）

Website: homepage, product pages, pricing, about page, careers
Blog and resource center: content themes, publishing frequency, depth
Social media profiles: messaging, engagement, content strategy
Product demos and free trials: UX, features, onboarding experience
Webinars and events: topics, speakers, audience engagement
Press releases and newsroom: announcements, partnerships, milestones
Job postings: hiring signals that reveal strategic priorities

官网：首页、产品页、定价、关于我们、招聘
博客和资源中心：内容主题、发布频率、深度
社交媒体账号：宣传语、互动、内容策略
产品演示和免费试用：用户体验、功能、入职流程
线上研讨会和活动：主题、演讲者、受众互动
新闻稿和新闻中心：公告、合作、里程碑
招聘信息：揭示战略优先级的招聘信号

Secondary Sources (Third-Party)

二手来源（第三方）

Review sites: G2, Capterra, TrustRadius, Product Hunt -- customer sentiment themes
Analyst reports: Gartner, Forrester, IDC -- market positioning and category placement
News coverage: TechCrunch, industry publications -- funding, partnerships, narrative
Social listening: mentions, sentiment, share of voice across social platforms
SEO tools: keyword rankings, organic traffic estimates, content gaps
Financial filings: revenue, growth rate, investment areas (for public companies)
Community forums: Reddit, Discourse, industry Slack communities -- user sentiment

评价网站：G2、Capterra、TrustRadius、Product Hunt -- 客户情绪主题
分析师报告：Gartner、Forrester、IDC -- 市场定位和品类划分
新闻报道：TechCrunch、行业出版物 -- 融资、合作、叙事方向
社交聆听：社交媒体上的提及、情绪、声量
SEO工具：关键词排名、自然流量估算、内容缺口
财务报表：收入、增长率、投资领域（针对上市公司）
社区论坛：Reddit、Discourse、行业Slack社区 -- 用户情绪

Research Process

调研流程

Set scope: define which competitors and what aspects to analyze
Gather data: systematically collect information from sources above
Organize findings: structure by competitor, then by dimension
Analyze patterns: identify themes, strengths, weaknesses, and trends
Compare to your position: map findings against your own positioning
Synthesize insights: extract actionable takeaways and opportunities
Date-stamp everything: competitive intelligence has a short shelf life

设定范围：定义要分析的竞品和维度
收集数据：系统收集上述来源的信息
整理发现：按竞品、再按维度结构化信息
分析模式：识别主题、优势、劣势和趋势
对比我方定位：将发现与我方定位映射对比
提炼洞察：提取可行动的结论和机会
标注日期：竞争情报的有效期很短

Research Cadence

调研节奏

Deep competitive analysis: quarterly
Competitive monitoring: monthly
Real-time alerts: ongoing

深度竞品分析：每季度
竞品监控：每月
实时警报：持续进行

Messaging Comparison Frameworks

宣传语对比框架

Messaging Matrix

宣传语矩阵

Dimension	Your Company	Competitor A	Competitor B	Competitor C
Tagline/Headline
Core value proposition
Primary audience
Key differentiator claim
Tone/Voice
Proof points used
Category framing
Primary CTA

维度	我方公司	竞品A	竞品B	竞品C
标语/标题
核心价值主张
核心受众
核心差异化主张
语气/风格
使用的证明材料
品类定位
主要行动号召

Narrative Analysis

叙事分析

Identify each competitor's story arc:

Villain: what problem or enemy they position against
Hero: who is the hero in their story
Transformation: what before/after do they promise
Stakes: what happens if you do not act

识别每个竞品的故事线：

反派：他们针对的问题或对手是什么
英雄：他们故事中的主角是谁
转变：他们承诺的前后变化是什么
风险：不行动会有什么后果

Content Gap Analysis

内容缺口分析

Content Audit Comparison

内容审计对比

Topic/Theme	Your Content	Competitor A	Competitor B	Gap?

主题/方向	我方内容	竞品A	竞品B	是否存在缺口？

Identifying Content Opportunities

识别内容机会

Topics they cover that you do not
Topics you cover that they do not
Formats they use that you do not
Audience segments they address that you do not
Search terms they rank for that you do not

竞品覆盖但我方未覆盖的主题
我方覆盖但竞品未覆盖的主题
竞品使用但我方未使用的内容格式
竞品针对但我方未针对的受众群体
竞品排名但我方未排名的搜索词

Related Skills

Sources

来源

Original: alirezarezvani/claude-skills (2026-01-19)
Enriched: anthropics/knowledge-work-plugins (2026-02-03)

原版：alirezarezvani/claude-skills (2026-01-19)
增强版：anthropics/knowledge-work-plugins (2026-02-03)

Version History

版本历史

1.1.0 (2026-02-03): Merged competitive research methodology, messaging comparison frameworks, and content gap analysis from anthropics/knowledge-work-plugins
1.0.0 (2026-01-19): Initial release adapted from alirezarezvani/claude-skills

1.1.0 (2026-02-03)：整合了anthropics/knowledge-work-plugins中的竞品调研方法论、宣传语对比框架和内容缺口分析
1.0.0 (2026-01-19)：基于alirezarezvani/claude-skills的初始版本