職問咨詢技能課實驗班2期－課程數據搜集與整理desk

research-數據搜集與excel整理市場規模研究與行業研究與分析手把

你專業技能數據搜集與excel整理課程作業點評市場規模

與研究市場規模

與研究作業點評行業研究與分析框架行業研究與分析（汽車、快消、TMT）行業研究與分析-作業點評咨詢英語培訓咨詢PPT技能培訓?職問?，、

和修改職問咨詢技能課實驗班2期－介紹?職問?，、

和修改職問咨詢必備技能對賭計劃第二期MB

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部商業分析師BainCup2017點評與思路分析01How

to

effectively

set

up

your

starting

point？An

interesting,

clear

and

solid

story

winsQ&A0204Slides

Layout？Consulting

English?

Other

skills

being

tested03?職問?，、和修改A

guiding

question

you

need

to

ask

throughout

theysisWhere

to

play?andHow

to

win??職問?，、和修改職問咨詢技能課實驗班-行業研究的基本框架模塊關鍵要點搜集數據，了解市場基本信息（過去3-5年市場增速、現有市場規模、未來市場規模

）分析過去市場增速背后的驅動因素（driver），判斷市場未來趨勢（trends）對市場進行進一步細分，對每個細分市場重復行業整體分析，市場細分可基于產品或基于需求端/供應鏈環節E.G.輕型

車，下面基于產品分類會有輕卡、皮卡、輕客；物流行業，可基于供應鏈環節細分為干線物流、配送段物流等）消費者群體細分，可解釋消費者不同的行為特征，且可基于細分采取有效市場舉措若細分群體較多，可進一步對消費者細分群體的進行優先級分析研究選定的消費者細分群體的需求市場整體分析細分市場（產品）分析競爭態勢&競爭者分析消費者分析競爭態勢：識別各細分市場主要玩家（key

player），及其市場份額、定價區間（priceladder）等，判斷各細分市場競爭激烈度（從完全競爭到完全

）競爭者分析：建立競爭對手數據庫（competitor

profile），包括銷量、銷售額等定量數據，發展

、4P、客戶群等定性資料，得出競爭對手成功的關鍵因素（KSF）?職問?，、和修改How

to

answer

the

question

with

yourysis

in

a

consulting

paradigmWhere

to

play?How

to

win??職問?，、和修改How

to

effectively

set

up

your

starting

point？?職問?，、和修改?職問?，、和修改Choose

your

ingredients

smartly

before

your

actually

startIt

is

quite

ogous

tochef

competition,your

expertise,your

management

oftime,

andmost

importantly

the

choice

of

ingredientsdecide

the

result.?職問?，、和修改How

to

identify

the

suitable

digitalization

strategies

for

selected

company?Suitable

for

WGcompanies

with

largescaleand

especiallymulti-product

lineStandard

actions

insales

digitalization?職問?，、和修改Which

company

should

be

chosen

to

produce

an

attractive

story?30%21%7%6%10%6%21%小天鵝西門子松下美的三洋其他海爾￥61.5BnWM25%17%12%25%容聲/海信Fridge￥96.4Bn100%西門子

美的

美菱

奧馬其他11%8%

2%海爾33%20%12%8%4%5%19%100%格力海爾美的100%海信科龍

志高

奧克斯

其他AC￥149.9Bn?職問?，、和修改A

quick

scanning

of

white

goods

industry

in

China:

TheWG

industrybig

3

have embraced

varying

digital

transformation

strategiesTotal

Revenue

in

2016Business

StrategyDigital

Strategy10001191159815012750GreeFocus

ACStrongOffline

DistrubitionMidea-25%-16%Multi-industry/brandM&AHaierPlatformStrong

Logistic&ServiceOmni-channel

strategySmart

home

appliance

strategyTrying

internet

of

things

withstrong

offline

logistic

capabilityOmni-channel

strategyMobile

appsInternet

of

things(cooperationwith

Tmall)Starting

omni-channelSmart

home

appliance

strategywith

Gree

smartphone?Digitalization

Level?職問?，、和修改Think

the

whole

picture

&

possible

storyline

carefully

even

beforeyou

choose

the

company?職問?，

、

和修改30%21%7%6%10%6%21%海爾小天鵝西門子松下美的三洋其他￥61.5BnWM25%17%12%25%容聲/海信Fridge￥96.4Bn其他11%西門子

美的

美菱

奧馬8%

2%海爾33%20%12%8%4%5%19%格力海爾美的海信科龍

志高

奧克斯

其他AC￥149.9BSmart

home

applianceMobile

APPOmni-channel

strategyDigital

engineeringBig

dataSmart

home

applianceMobile

AppBig

dataValue

chain

expansion:Fresh

productOmni-channelSmart

home

applianceDigital

engineeringInternet

of

thingsOmni-channelDigital

engineeringA

goodstarting

point:

choose

Gree,

Hisense,

Meling……?職問?，、

和修改GreeHisenseMelingOmni-channel

Smart

home

applianceDigital

engineeringInternet

of

thingsOmni-channelSmart

home

applianceBig

dataDigital

engineeringBig

dataValue

chain

expansion:Fresh

productAn

interesting,clear

and

solid

story

winsHow

your

slides

would

be

assessed

by

the

consultantNearly

300

effective

case

submission

in

1st

round,

it

is

told

threview

one

case

work

in

less

than

3minonsultant

shouldWhat

would

they

focus

in

3

min:

a

clear

and

interesting

storyline,

a

typical

and

well-trained

consulting

slide

format?職問?，、和修改職問咨詢技能課實驗班-Storyline的設計技巧咨詢案例項目過程第二步第一步第三步第四步第五步第六步確 例類型理解并解讀客戶出現的問題市場情況分析（市場、競爭對手、消費者等）公司自身能力分析回答 規劃的三個問題，進行故事線的設計規劃實施?職問?，、和修改How

to

construct

your

storyin

a

compelling

and

concrete

way?市場情況分析（市場、競爭對手、消費者等）理解并解讀客戶出現的問題公司自身能力分析回答規劃的三個問題，進行故事線的設計規劃實施?職問?，、和修改How

to

construct

your

storyin

a

compelling

and

concrete

way??職問?，、和修改Another

pathway：Better

to yze

the

company

itself

in-depth

ratherthan

rush

into

the

complicated

market

ysis?職問?，、和修改A

suggested

storyline

for

Bain

Cup:

Just

one

solution

from

all

possibilities口整體WG市場增長緩慢，線上銷售增長迅速?口

未來WG增長的驅動因

一：一二線消費者

更高價格的智能家電和整體解決方案?口

未來WG增長的驅動因

二： 物流迅速發展，接觸到滲透率較低的三四線城市和農村消費者?口競爭者已先行，海爾做了二，美的在做一?口

格力的 份額 線下份額，同時 起步遠 于其他企業?口新策略1（omni-channel

built

around

customer

journey

in

short

run）口新策略2(smart

appliance-digital

engineering

inthe

longer-term,after

5

years)口新策略3(built

the

O2O

ability

in

5-years,digitalize

its

offline

channel-internet

of

thingstostrengthen

logistic

and

service

ability,

reaching

more

potential

customers

)

?口

實施和潛在風險

決辦法

?口項目時間安排及階段成果匯報?職問?，、和修改Common

flaws

in

slides

submitted

by

volunteer

candidates:

A

conclusionAn

adrift

storyline：the

market

&customer ysis

part

is

isolated

from

the

strategy

formation(i.e.

the ysis

result

never

leads

to

the

future

strategy

focus)Terrible

leadline:

using

description

nouns

rather

than

an

acting

sentence

(Remember:

theconsultant

only

have

less

than

3

min

to

read

your

whole

slides,

they

only

care

about

the

leadlineand

the

professional

layout)In-page ysis

doesn’t

strongly

support

your

leadline:

the

in-page

graphics

or ysis

cannotbeused

to

support

the

leadline

conclusion;

or

f et

to

add

relevant ysis

around

the

graphicsGraphics

or

slide

layout

doesn’t

match

requirements

of

top

consulting

firm?職問?，、和修改Common

flaws

in

slides

submittedby

volunteer

candidates:

Adrift

MKTysisProblems

in

the

market ysis

part:The

market ysis

conclusion

provide

no

insight

for

strategy

formationFail

to

divide

the

market

or customer

in

a

clear

and

practical

way?職問?，、和修改職問咨詢技能課實驗班-咨詢公司PPT-三種常用的標題類型常見標題類型常見標題結構（細分）市場描述類消費者描述類市場]預計增速為[XX%]，預計20[XX年]達到[

]規模市場]預計增速為[XX%]， 市場將在[驅動因素X]推動下[形年份+市場+趨勢+原因20[XX年]-20[XX年]，[過去[X年/未來X年]，[容詞+上升/下滑/平穩]?

對比類：[X原因]導致了[A類]與[B類]競爭者在[客戶群體、市場規模、產品、等]上面的差異競爭者描述類

?

地域分布：主要競爭對手集中在[XY地區]，[Z地區]競爭對手布局仍然有限+[原因]?

競爭優勢：[C]競爭者通過[策略X/舉措Y]建立了[Z優勢]?

消費者偏好（結果）-說明類：[典型目標客戶]+[、、地理位置、收入水平等人口特征]+[頻次、單價等行為特征]?

消費者偏好（結果）-趨勢類：消費者越來越[多/少]地轉向[]/[消費者XX趨勢]+[廠商行為變化]?職問?，、和修改職問咨詢技能課實驗班-市場與人群細分的技巧細分市場描繪產品針對的目標人群，可定義為：Adj1+Adj2+Adj3+XX人第一刀是“XX人”，即最直接的使用者，其次按照影響使用人差異從大到小去切每個adj.其中Adj.一般包含人口統計學（，所在地，城合理假設獲取數據關鍵模塊要點提煉展示成果市劃分級別，可支配收入）和消費購物特征（使用頻次，高中偏好，忠誠度，接受度，等）切分細致的程度以數據精確性（需要假設的少），原始數據可靠性強，能區分各分支差異為對未來趨勢的變化設定baseline,

positive,negative三種scenario，并從需求和供給兩端獲取假設合理的支撐信息Top-down法：通過行業報告和訪談獲悉領軍企業銷售數據，競爭圖譜和增長趨勢，建立供給端格局；另外可以通過對標已有案例類似目標群體的企業，根據對標企業的發展路徑設定各個scenario的假設閾值Bottom-up法：通過消費者訪談，抽樣調研，市場走訪，和數據整合，洞悉需求端的現狀和需求變化趨勢原始可用數據：國家頒布的統計數據，incl.國家（人口普查），工信部（產業），白/藍皮書（政策），發展計劃書等一手數據：市場走訪，抽樣，問卷整理，焦點小組，，和cold

call等二手數據：公司（Nielson,Ipsos,iResearch)，訪談所得數據整理，投行和券商研究部數據等四要素：需求和供給端市場規模結果，假設，需求和供給端計算和原始數據結果是對于“計算”的匯總，簡單明了并可直接用于圖形展示和匯報，包括：正負5年數據，第一刀切分的數據羅列；假設分深度和淺層假設，需要根據數據和合理性去劃分；計算只含有計算公式，是對于所有切分的計算邏輯展示，需要清晰明了到展示樹圖的程度；原始數據需要表明來源，只保留需要計算使用到的部分即可?職問?，、和修改Is

your

in-page ysis

strongly

supporting

your

leadline?Online

WG

customers

are

divided

as

Tier1-2

customers

pay

for

in ligence

appliance

concepts,

whilecustomers

inlower-tier

cities

are

driven

by

thepenetration

of

smartphone

and

merce1Significantly

higher

penetration

rate

of

in

ligenceappliance

in

Tier

1

city2Soaring

smartphone

penetration

rate

in

lower

cities

andrural

areas

is

panied

by

growing

WG

online

sales3Online

WG

customers

share

the

same

concernsanddifferent

buying

triggers?職問?，、和修改Common

flaws

in

slides

submitted

by

volunteer

candidates:

SuperficialCompany

ysisProblems

in

the

company ysis

part:Too

simple,

fail

to

dig

in

the

current

move

comparison

between

the company

andits

competitorsF

et

to

discuss

the

gap

between

company’s

status

quo(

especiallycapabilities

of

companies

digitalization

transformation,

i.e.

potentialchannel,

human

capital)

with

its

dream

modelE.G.

A

suggested

leadline

to

discuss

the

capability

gaps

betweenMELNG

adopted

in ligence

strategy

but

still

lagged

behind

because

of

unclosed

online

ecosystemand

immaturity

of

in ligence

products?職問?，、和修改Common

flaws

in

slides

submittedby

volunteer

candidates:Strategy

ExplanationProblems

in

the

strategy

explanation

part:Too

general:

the

strategy

seems

could

be

applied

to

any

chosen

firm,

not

explicitlydesigned

for

the

firmLack

of

practical

details:

the

strategy

isn’t

supported

by

practical

stepsor

suggestion,not

compelling?職問?，、和修改Are

your

strategy

compelling

and

practical：A

good

example?職問?，、和修改Are

your

strategy

compelling

and

practical:

A

suggested

solutionOmni-channel

Strategy:

Gree

should

use

differentiated

strategy

on

different

online

saleschannelJDTmall25-34

MaleInterested

in

SportsFocus

on

quality

and

convenience,pay

for

premium

functionsOnline

Channels

Customers

Characteristics

Marketing

Strategy

Product

StrategyOfficial

Webstie?urchase

on

sportingonlineHighlight

the

superiorqualityLaunch

in

ligenceproduct

onJD?職問?，、和修改Slides

Layout？ConsultingEnglish?Other

skills

being

testedCommon

flaws

in

slides

submitted

by

volunteer

candidates:

Terrible

slidelayoutProblems

in

the

slidelayout:Fail

to

deliver

content

in

a

consulting

way

with

terrible

graphic

arranges,

don’t

knowhow

to

selectproper

graphic

type

to

present

corresponding

informationThe

in-page

color

panel

and

font

is

far

from

professional

standardsLack

of

knowledge

about

how

a

consulting

firm

drafted

their

project

proposalTerrible

Consulting

English,

don’t

know

how

to

use

consulting

jargons?職問?，、和修改A

good

layout

example?職問?，、和修改職問咨詢技能課實驗班-PPT美化技巧：1.配色配色常用配色技巧：1-2主色+1撞色+2-3淺色+2-3黑灰基礎色具體配色：一張PPT建議不超過3-4種顏色（顏色復雜的圖表除外）DeloitteDeloitteDeloitteDeloitteDeloitteDeloitteBlueGreenMid

BlueLight

BlueDark

GreenLight

GreenR0G39B118R129G188B0R0G161B222R114G199B231R60G138B46R189G210B380%80%80%80%80%80%70%70%70%70%70%70%50%50%50%50%50%50%40%40%40%40%40%40%配色板示例DeloitteDeloitteDeloitteDeloit