This article will use the Seven Domains Model (Figure 1) to divide the entire external environment into four layers.
The first layer is the macro market status, the second layer is the macro industry situation, the third layer is the micro consumer group analysis, and the fourth layer is the micro company product analysis. The first and second floors will observe the development of mobile office platforms from a macro perspective, while the third and fourth floors will analyze the competitive environment with Feishu as the main point of view.
In the analysis of the macro market country email list status quo, PEST analysis will be used; in the macro industry analysis, the Porter's five forces model will be used; and in the product analysis, the analysis will be carried out from the perspective of user experience factor theory and the KANO model.
Figure 1: Seven Domains' Model (Mullins, 2013)
2. Macro market analysis - PEST analysis
2.1 Politics Politics
As can be seen from Figure 2, the policy has always held a positive attitude towards the mobile office platform. In 2015, the State Council issued a document to encourage cloud computing to lower the threshold of informatization and promote industrial informatization. Then until 2017, the promotion of industrial informatization was emphasized every year. In 2017, the Ministry of Industry and Information Technology clearly pointed out that it is necessary to accelerate the development of enterprise-level SaaS services and promote the informatization process of small and medium-sized enterprises.
Figure 2: China Mobile Office Platform Relevant Policies (iResearch, 2018)
2.2 Economy
my country's GDP growth has continued to slow down this year, from 10.6% in 2010 to 6.1% in 2019. From the perspective of the contribution rate of GDP, the contribution of investment to the growth of domestic GDP has declined. The reason is that previous investment in traditional industries has led to excess production capacity and reduced capital efficiency. The contribution of consumer spending to GDP has remained stable at around 60%, which is the main driving force for economic development.
Figure 3: China's GDP growth (iResearch, 2020a)
Figure 4: Contribution rate of GDP growth (iResearch, 2020a)
Although the domestic GDP growth rate is slowing down, the cloud service market is unique and thriving. The growth rate of the cloud service market in 2019 reached 57.1%, and the stock scale was 161.24 billion yuan. Among them, the growth rate of the IaaS market is 70%; the growth rate of the PaaS market is 27%, and will continue to increase its scale growth rate (iResearch, 2020). The SaaS market is also growing steadily. The SaaS market size was 24.35 billion yuan in 2018, a year-on-year increase of 47.9% (Figure 6).