Macro environment analysis ○ Changes in industry policies ○ Industry economic scale and growth ○ Industry social value characteristics ○ Industry technological changes

Industry characteristics ○ Industry cyclical characteristics ○ Industry seasonal characteristics ○ Regional characteristics of the industry ○ Industry chain and delivery characteristics

Market size ○ Market industry size and growth rate ○ The life cycle and concentration of the market industry in which it is located ○ Favorable policies and information for the market industry in which we are located ○ Our current market data

in conclusion ○ Forecast of market conditions in the next 3-5 years ○ Our future market opportunities ○ Main challenges facing our brand based on market conditions

Competitor definition ○ Top competitors ○ Main competitors ○ New entrants ○ Pay attention to crossovers, alternatives, and changers

Competitor data ○ Competitors’ market position, scale, and growth rate ○ Competitor product structure and price ○ Competitors’ marketing channels and policies ○ How competitors make profits

competitive elements ○ Competitors’ scale, economy, and R&D status ○ Competitor business models ○ Upstream and downstream control of competitors’ industrial chains ○ Competitors’ marketing and advertising investment

in conclusion ○ Comparing our situation with our competitors ○ Experiences worth focusing on ○ Key challenges facing our brand based on competition

Target customer group portrait ○ Age group, gender, occupation, income range ○ Regional and industry distribution ○ Product preferences, interests and hobbies ○ Consumption composition ratio

Customer behavior habits ○ Media acceptance habits ○ Consumption channels ○ Consumption concerns ○ Social and group activities

access path ○ Access channels for online consumption ○ Offline consumption access channels ○ Competitors’ main customer groups ○ Our main customer groups

in conclusion ○ Consumer composition and consumption trends ○ Reaching experiences worth focusing on ○ Main challenges for our marketing and communication based on consumers

The basic situation of enterprises ○ Overall revenue and development history of the company ○ Market specific performance, proportion, and growth rate ○ Corporate development strategy, R&D investment ○ Upstream and downstream resource factors of the enterprise

Corporate brand situation ○ Brand power building stage ○ Product market performance ○ Marketing power market construction ○ Communication market investment ○ Management organizational form

Tasks and challenges ○ What are our phased goals and tasks? ○ Market and competitive situation challenges ○ Brand power building challenges ○ Input and output budgeting challenges

Target market situation ○ Target market GDP and consumption level ○ Target market industry size and growth ○ Main competitors in the target market ○ Major customers in the target market

target market access ○ Target market product preferences ○ Target market communication and sales access channels ○ Composition of target market traffic sources ○ Target market ROI ratio

our situation ○ Our position and proportion in the target market ○ Our channels and terminals in the target market ○ The composition of our consumer groups in the target market ○ The advertising and marketing situation between us and our competitors in the target market

SWOT analysis ○ Advantages Our main advantages compared to competitors ○ Weaknesses Our main disadvantages compared to our competitors ○ Opportunities: What are the advantages and opportunities in the market? ○ Threats Risk points that need attention

strategic thinking ○ Staged brand building and marketing goals ○ Core strategy ○ Brand power building planning