1. Choose competing products and make a good positioning (it is best to choose two or at most three).
How to get competing products?
A Baidu searches for similar product keywords. Suppose your product is a travel sharing APP, you can enter the main keyword "travel app", which will generally rank ahead of the natural ranking. The products in front of Baidu's bidding promotion are all competing products.
B Use keywords to search in major mobile application markets, such as 9 1 application market, App Store, pea pods, etc.
C industry website to find the latest information, such as travel apps, you can go to professional travel information networks, such as Xinxin Travel Network, Global Travel News, Powertrain Network and so on to search for information about related apps.
Consulting websites such as iResearch, DCCI and Alexa are relatively reliable channels.
There are other methods, such as participating in industry exhibitions, peer exchanges and other channels to obtain competitor information, which will not be introduced here. It is best to choose two products, at most three, for competitive analysis.
2. Analyze the competing products and draw a conclusion (choose an appropriate analysis method to analyze and draw a conclusion according to the analysis).
Generally speaking, the comprehensive analysis of competing products should start with users, market trends, functional design, operation and promotion strategies. Here we break it down into the following dimensions.
1, market trend, industry position; 2. Competitors' corporate vision, product positioning and development strategy; 3. Target users; 4. Market data; 5. Core functions; 6. Interaction design; 7. Advantages and disadvantages of the product; 8. Operation and promotion strategies; 9. Summary &; Let's leave now.
For the marketing director of the mobile Internet department, he can only care about the market part, regardless of the function and design, such as analyzing competing products from 1, 2, 3, 4, 7, 8, focusing on market data and operation promotion strategies.
Take a mobile travel APP. Operational data can be analyzed from download volume, number of users, retention rate, conversion rate, number of active users and active duration. The operation promotion strategy can be analyzed from the channel management of competing products, such as application market launch, mobile phone forum, market activities, soft text launch, social media performance and so on.
3. According to the conclusion, put forward suggestions.
Through the analysis of the above competing products, we can draw a conclusion with more market and commercial value.
Second, product positioning
It is important to discuss product positioning in a single space. Clear product positioning and target user group positioning are the cornerstones of operation and promotion. The more thorough and clear the analysis of the target user group, the more important it will be for the promotion of later products.
1 product positioning:
In a word, clearly describe your products and what kind of products are used to satisfy users or user markets.
Such as Momo: a mobile social tool based on geographical location. QQ Space: A platform for asynchronous information sharing and communication, which is a supplement to QQ instant messaging tools.
9 1 Operation Network: Sharing Internet products and e-commerce operating dry goods.
2 product core objectives:
The product goal is usually expressed as solving a problem in the target user market. The more thoroughly this problem is analyzed, the more accurate the core goal of the product will be. For example:
360 security guards solve the security problems of users using computers.
Wechat provides users with mobile applications with smooth voice communication.
3 Target user positioning:
Generally, the target user group is located according to the dimensions of age, income, education and region.
4 target user characteristics:
Common user characteristics: age, gender, date of birth, income, occupation, residence, hobbies, personality characteristics, etc.
User skills: proficient in computer office and strong foreign language ability.
Product-related features: A e-commerce: shopping habits, annual consumption budget, etc.
B dating category: single or not, mate selection criteria
C Games: You like 3D games. Do you have a similar game experience?
5 User Role Card:
According to the characteristics of the target user group around the target user, the user role card is established. Here, take a price comparison APP as an example to establish a user role card:
Zhang San, 30, director of Internet operation, with an annual salary of 200,000, is married and lives in Beijing. He likes movies, basketball, singing and games.
Cheerful, sunny, literary and artistic youth
Proficient in computer operation, English and product-related features: A likes online shopping, favorite shopping websites: Taobao, JD.COM.
B The annual consumption of online shopping is around 20,000, so you can use credit card to make purchases.
C shopping at home ipad, shopping at home mobile phone.
6 user usage scenarios
User usage scenario refers to putting the target user group into the actual usage scenario.
Take the above price comparison APP as an example. Zhang San went to a sporting goods store in Wanda Shopping Mall every day and saw that the price of Kobe's second-generation sneakers was 1400 yuan. He suddenly wanted to start. He scanned the QR code with the price comparison APP and found that the price in JD.COM was 800 and that in Taobao was 8 10. This app is recommended to be purchased in JD.COM. Zhang San quickly browsed the high-definition pictures and descriptions of the goods, so Zhang San gave up online shopping.
3. Promotion plan
1 Channel Promotion:
Online channel
A basically online-distribution channels of Android versions covered by major download markets, app stores, platforms and download stations: the first step of promotion is online, which is the most basic. It doesn't cost money, as long as the coverage is the widest. Download markets: Android, Machine Front, An Zhi, Application Exchange, 9 1, Wood Ant, N Duo, Youyi, Anji, Liu Fei, etc. App Store: geogle Store, HTC Mall, Li Fei, Crosscat, Cage, Amy, Wozacha, Meizu Store, Lenovo Developer Community, oppo App Store and other large platforms: MM Community, wostore, Tianyi Space, Huawei Smart Cloud, Tencent App Center, etc. Clients: pea pods Mobile Wizard, 9 1 mobile assistant, 360 software housekeeper, etc. Wap stations: Pickled Pepper, Skynet, Lexun, Yisou, etc. Web download stations: Sky, Huajun, Extraordinary, Green Soft, etc.
IOS version distribution channels: AppStore, 9 1 assistant, pp assistant, Netease application center, synchronous push, Fast Apple assistant, itools, limited time free encyclopedia.
B Operator channel promotion: China Mobile, China Telecom and China Unicom.
With a huge user base, you can pre-install products in the operators' stores and take advantage of the capabilities that the third party does not have. If it is a good product, you can also get subsidies and support from it.
The marketing department should have a special channel specialist, who is responsible for communication and cooperation with operators, and make a good plan for project tracking.
C Third-party stores: All the above categories A belong to third-party stores.
Due to the early entry and the accumulation of users, third-party stores have become many APP traffic portals, and there are nearly 100 third-party application stores across the country. Channel specialists should prepare a lot of materials and tests to connect with the application market. The rules of each application market are different, so how to communicate with the person in charge of the application market and accumulate experience and skills is very important. If you have enough money, you can put some advertising space and recommendations.
Mobile phone manufacturer's shop
Major manufacturers pre-install stores in their own brands of mobile phones, such as Lenovo Music Store, HTC Market, opponearme, Meizu Market, moto Smart Accessories Park and so on. The channel department needs more operation specialists to contact the stores of mobile phone manufacturers.
E integral wall promotion
The "integration wall" is a page that displays various integration tasks (downloading and installing recommended quality applications, registering, filling out forms, etc.). ) In an application, let users complete tasks and get points. Users complete tasks in the application embedded in the integration wall, and the developers of the application can get corresponding income.
The whole wall is lifted quickly and the effect is obvious. Most of them are in the form of certified public accountants, with prices ranging from 1-3 yuan. But considering the comprehensive cost of active users, the cost is high and the user retention rate is low. Companies in this industry include Taipuxi, Wei Yun, Mi You and Wanpu.
The integration wall is suitable for large enterprises with funds, and it is necessary to develop user teams as soon as possible.
F brush list promotion:
This promotion is an informal means, but it is very popular in China. After all, most Apple mobile phone users will use the APPStore to download apps. If your APP is directly in the front position, of course, you can quickly get the attention of users and get a higher real download volume.
However, the price of brushing the list is relatively high. The price of the top 25 in the domestic list is about 10000 yuan/day, and the price of top5 needs more than 20000 yuan/day. Because this kind of promotion cost is relatively high, it is usually done together with news hype, so it is easy to become famous quickly.