As small as a classroom assignment, as large as a project financing, the first thing to see at the beginning of the beginning, the volume of content is not as large as the main body of the project, but more important than the main body of the project, a page, is the background analysis.
It is like a statement of the project, if it points in the wrong direction, then the product program itself, no matter how good, are the cart before the horse, the opposite of the thing.
So let's take a look at how to write a good program context analysis.
First of all, to establish a sense that users are lazy; even if not lazy, they are busy; even if not busy, not patient enough and time to care about your project; even if they care, if they really care, then you're screwed, if your background analysis has a hole.
So the introduction of the background analysis is not a point to throw a discovery at you, nor is it a line to show your project ideas, nor is it a surface to lay out an overview of your project information. It is wrapped in the three-dimensional space of your project, multi-dimensional combinations and intersections, so that people feel that multiple perspectives are established, there are chapters to follow, there is a rationale to follow, is a complete system.
But it is not difficult, as long as you do two things. One is to collect as much and accurate background information; the second is to master the thinking model to build a three-dimensional space.
The way it opens is like this:
1. SET model: social Sociocultural, economic Economic, technological, three elements of the tower analysis.
S:Social and cultural trends and drivers, the revival of old trends and other social factors.
E: Economic influences such as existing economic conditions, shifting consumption priorities, and the amount of discretionary income.
T: Technological factors such as cash and emerging technologies, re-evaluation of existing technologies.
2. PEST analysis: Political Factors of the political environment, Economic Factors of the economic environment, Sociocultural Fators of the social and cultural environment, and Technological Factors of the technological environment, a three-dimensional analysis of four dimensions.
P: The political environment includes a country's social system, the nature of the ruling party, the government's guidelines, policies, decrees and so on.
E: The economic environment includes a country's population and its growth trend, national income, gross national product and its changes, as well as through these indicators can reflect the level of national economic development and development speed. Consumers in the region where the enterprise is located or served by the level of income, consumer preferences, savings, the degree of employment and other factors.
S: The social and cultural environment includes the education and cultural level of the residents of a country or region, religious beliefs, customs, aesthetic views, values and so on. Cultural level will affect the level of residents' needs; religious beliefs and customs will prohibit or resist the conduct of certain activities; values will affect the residents of the organization's goals, organizational activities and the organization's existence of its own recognition or not; aesthetic point of view affects people's attitudes towards the content of the organization's activities, the way of activities and the results of the activities.
T: national investment in science and technology development and support priorities; the dynamics of technological development in the field and the total amount of research and development costs; the speed of technology transfer and technology commercialization; patents and their protection, and so on.
3. SWOT analysis: S (strengths) is the advantages, W (weaknesses) is the disadvantage, O (opportunities) is the opportunity, T (threats) is the threat
S: advantages, is the organization's internal factors, including: favorable competitive situation; adequate financial resources; good corporate image; technological strength; internal factors of the organization, including: favorable competition; sufficient financial resources; good The advantages include: favorable competitive situation; adequate financial resources; good corporate image; technological strength; economies of scale; product quality; market share; cost advantage; advertising campaigns.
W: Weaknesses, also internal factors of the organization, including: aging equipment; management confusion; lack of key technologies; backward research and development; lack of funds; poor management; product backlog; poor competitiveness and so on.
O : Opportunity, is the organization's external factors, including: new products; new markets; new demand; foreign market barriers to lift; competitors mistakes.
T : Threats, also external to the organization, including: new competitors; increased substitution; market tightening; changes in industry policy; economic recession; changes in customer preferences; emergencies and so on.
4. Industry attractiveness matrix: according to the "industry, environment, current advantages, persistence" four main elements of attractiveness analysis.
Industry: absolute market size, growth rate, price sensitivity, barriers to entry, substitutes, market competition, suppliers, etc.
Environment: government regulations, economic climate, inflation risk, social trends, technology, employment, interest rates, etc.
The current advantage: market share, trends in market share, profitability, cash flow, differentiation, relative price position. .
Persistence: cost, logistics, marketing, service, customer image, technology, etc.
5. Porter's Five Forces Model: Competitiveness of Existing Competitors in the Same Industry, Potential Competitor's Ability to Enter, Substitution of Substitutes, Supplier's Bargaining Power, Purchaser's Bargaining Power
Competitiveness of Existing Competitors in the Same Industry (direct competitors): Competition between existing firms. Competitors): Competition between existing firms is often expressed in terms of quality, price, advertising, product introduction, after-sales service, etc., and its competitive intensity is related to many factors.
The ability of potential competitors to enter (newcomers): the barriers to entry mainly include economies of scale, product differences, capital needs, switching costs, sales channel development, government behavior and policies, cost disadvantages that are not governed by scale, natural resources, geography, and so on.
The substitution ability of substitutes (substitutes): two enterprises in the same industry or different industries, may be due to the production of products that are substitutes for each other, thus generating mutual competition between them; the lower the price of substitutes, the better the quality, the lower the user switching costs, the competitive pressure it can generate is strong.
The bargaining power of suppliers (suppliers): the price of input factors on the supply side and reduce the quality of the unit value of the high and low, affecting the profitability of existing enterprises in the industry and product competitiveness.
The bargaining power of the buyer (user): the ability of the buyer to pressure the price and demand a higher quality of product or service, affecting the profitability of existing enterprises in the industry.
6. Horizontal and vertical analysis: horizontal - the current situation at home and abroad; vertical - the historical situation and future trends; (more suitable for research projects)
Horizontal: theoretical research at home and abroad, practical results, the main statements, the mainstream trend.
Vertical: historical milestones of the current object of study, the changing stages of the life cycle, the budding situation that has arisen, and the possible future direction of development,
7. diy model: this is my own ~~~ If none of the above models can satisfy you, you can, according to the characteristics of your own project, find out that you feel that can be adequately discussed in the background of the perspective, and then multi-angle strikes to the The background of the discussion is complete.
For example: look at the industry (traditional or modern) look at their own (what resources or how much risk they can take) look at the user (for whom they want to serve or the quality of the user's quantity)
Another example: look at the social hotspots (the user's attention) look at the search index (to get the trend prediction) look at the competitors (the gap in the market)
Each of the above models, are radiated from the start of the point and eventually form a three-dimensional space system. to form a three-dimensional spatial system. Each point as a keyword, plus you want to go to the field of research, you can go to retrieve the background information.
For example, if you are researching the field of "healthcare", if you choose the SET model, you can search for "social+healthcare", "economic+healthcare", "technology+healthcare", "technology+healthcare", "technology+healthcare", "technology+healthcare", "technology+healthcare", and so on. If you choose the SET model, you can use "social+medical", "economic+medical", and "technology+medical" as the original keywords to start searching, which will lead to more related terms (as shown in the figure below), and in this way, you can dig out more related information and documents.
When you get enough information, classify the information according to the elements of the selected model, summarize the piles of information after classification, and extract and analyze the information with accurate data, and finally output readable text or diagrams according to the model elements.
1. The information is simply accumulated and long-winded.
2. colloquialisms, or inconsistencies in language style.
3. Summarized accumulation of key sentences, with poor logic between sentences.
1. Summarize in one sentence and explain in two.
2. Taking advantage of the data, taking advantage of the conclusions of the industry report.
3. Use infographics, data visualization, or data analogies.
Above, if you find it useful, pass it on to more people ~\(^o^)/~
Part of the definition of the model explained in reference to Baidu encyclopedia "