商務(wù)人士英語必備：如何寫商業(yè)計(jì)劃書(市場(chǎng)分析)
這部分內(nèi)容包括行業(yè)分析、市場(chǎng)分析和競(jìng)爭(zhēng)分析。行業(yè)分析包括企業(yè)所在行業(yè)概述、對(duì)行業(yè)發(fā)展方向的預(yù)測(cè)、對(duì)驅(qū)動(dòng)因素的分析。市場(chǎng)分析的核心內(nèi)容是在市場(chǎng)細(xì)分的基礎(chǔ)上確定目標(biāo)市場(chǎng)。要讓投資者了解市場(chǎng)的規(guī)模有足夠大的贏利空間和發(fā)展空間；知道市場(chǎng)有良好的發(fā)展前景，即所確定的目標(biāo)市場(chǎng)在未來將會(huì)長生不衰。競(jìng)爭(zhēng)分析中要對(duì)全部競(jìng)爭(zhēng)產(chǎn)品及競(jìng)爭(zhēng)廠家作出描述與分析。尤其要分析這些競(jìng)爭(zhēng)對(duì)手所占有的市場(chǎng)份額、年銷量與銷售收入，以及他們的財(cái)務(wù)實(shí)力。此外還要對(duì)自己產(chǎn)品所具有的優(yōu)勢(shì)作分析，對(duì)未來市場(chǎng)變化趨勢(shì)作預(yù)測(cè)。
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(jìng)爭(zhēng)優(yōu)勢(shì)，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(duì)競(jìng)爭(zhēng)產(chǎn)品做對(duì)比，例如：
companies with competitive products/services in this market are xxx. xxx (competitor) products only operate in a xxx (limited, etc.) way
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