{"id":125599,"date":"2022-06-20T10:36:37","date_gmt":"2022-06-20T10:36:37","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/?p=125599"},"modified":"2022-08-24T08:58:42","modified_gmt":"2022-08-24T08:58:42","slug":"market-sizing","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/zh\/research\/market-research\/market-sizing\/","title":{"rendered":"\u5e02\u573a\u89c4\u6a21\u4f30\u7b97\uff1a\u8861\u91cf TAM\u3001SAM \u548c SOM"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">\u5728\u63a8\u51fa\u65b0\u4ea7\u54c1\u3001\u8d70\u5411\u591a\u6837\u5316\u6216\u5411\u65b0\u5730\u57df\u6269\u5c55\u4e1a\u52a1\u65f6\uff0c\u4e86\u89e3\u5e02\u573a\u6f5c\u529b\u81f3\u5173\u91cd\u8981\u3002\u6210\u672c\u9ad8\u6602\u7684\u91cd\u5927\u51b3\u7b56\u9700\u8981\u4f9d\u6258\u4e30\u5bcc\u77e5\u8bc6\uff0c\u60a8\u5e94\u5f53\u8fd0\u7528\u4e00\u5207\u53ef\u7528\u7684<\/span><a href=\"https:\/\/www.similarweb.com\/corp\/research\/market-research\/\"><span style=\"font-weight: 400;\">\u5e02\u573a\u8c03\u67e5\u5de5\u5177<\/span><\/a><span style=\"font-weight: 400;\">\uff0c\u7efc\u5408\u4f30\u7b97\u6f5c\u5728\u7684\u5e02\u573a\u89c4\u6a21\u3002<\/span><\/p>\n<h2><strong>\u4ec0\u4e48\u662f\u5e02\u573a\u89c4\u6a21\u4f30\u7b97\uff1f<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">\u5e02\u573a\u89c4\u6a21\u4f30\u7b97\u662f\u6307\u5229\u7528\u6709\u636e\u53ef\u4f9d\u7684\u4f30\u8ba1\u6570\u636e\uff0c\u786e\u5b9a\u6f5c\u5728\u7684\u5e02\u573a\u5bb9\u91cf\u548c\u9500\u552e\u8425\u6536\u3002\u548c\u521d\u521b\u4f01\u4e1a\u4e00\u6837\uff0c<\/span><a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/launching-in-a-new-market\/\"><span style=\"font-weight: 400;\">\u65b0\u5e02\u573a\u5f00\u62d3\u8005<\/span><\/a><span style=\"font-weight: 400;\">\u4e5f\u4e00\u5b9a\u8981\u61c2\u5f97\u5982\u4f55\u8ba1\u7b97\u53ef\u83b7\u53d6\u5e02\u573a\u89c4\u6a21\u603b\u91cf\u3002<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-124467\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/2021\/09\/image2.png\" alt=\"Market sizing definition\" width=\"1200\" height=\"628\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image2.png 1200w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image2-300x157.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image2-1024x536.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image2-768x402.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<h2><strong>\u4e3a\u4ec0\u4e48\u8981\u4f30\u7b97\u5e02\u573a\u89c4\u6a21\uff1f<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">\u8ba1\u7b97\u5e02\u573a\u89c4\u6a21\u81f3\u5173\u91cd\u8981\uff0c\u5176\u539f\u56e0\u5728\u4e8e\u5b83\uff1a<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u4f7f\u5f97\u4f01\u4e1a\u53ef\u4ee5\u4f30\u7b97\u65b0\u4ea7\u54c1\u3001\u65b0\u670d\u52a1\u6216\u65b0\u4e1a\u52a1\u7684\u6f5c\u5728\u5229\u6da6\u3002<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u5e2e\u52a9\u6295\u8d44\u4eba\u51b3\u5b9a\u662f\u5426\u6295\u8d44\u67d0\u9879\u4e1a\u52a1\u3002<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u52a9\u529b\u5236\u5b9a\u884c\u4e4b\u6709\u6548\u7684\u8425\u9500\u7b56\u7565\uff0c\u7a81\u51fa\u6838\u5fc3\u5e02\u573a\u7684\u9700\u6c42\u548c\u6f5c\u529b\u3002<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u5728\u63a8\u51fa\u4ea7\u54c1\u670d\u52a1\u4e4b\u524d\u5398\u6e05\u62db\u8058\u9700\u6c42\uff0c\u6709\u52a9\u4e8e\u63a8\u52a8\u4f18\u5316\u62db\u8058\u7b56\u7565\u3002<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u5b9a\u671f\u4f30\u7b97\u5e02\u573a\u89c4\u6a21\u4e5f\u80fd\u660e\u786e TAM\u3001SAM \u548c SOM\u3002<\/span><\/li>\n<\/ol>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-124469\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/2021\/09\/image5.png\" alt=\"Tam, sam, and som definition\" width=\"1080\" height=\"1080\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image5.png 1080w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image5-300x300.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image5-1024x1024.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image5-150x150.png 150w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image5-768x768.png 768w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/><\/p>\n<h2><strong>\u5982\u4f55\u8ba1\u7b97\u5e02\u573a\u89c4\u6a21<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">\u5e02\u573a\u89c4\u6a21\u4f30\u7b97\u5206\u6790\u6d89\u53ca\u591a\u9879\u6307\u6807\u2014\u2014\u5982\u679c\u60a8\u719f\u6089\u5e02\u573a\u89c4\u6a21\u516c\u5f0f\uff0c\u6216\u8bb8\u542c\u8bf4\u8fc7 TAM\u3001SAM \u548c SOM\u3002\u8fd9\u4e9b\u8ba1\u7b97\u516c\u5f0f\u5f97\u51fa\u4e86\u516c\u53f8\u76f8\u5bf9\u4e8e\u5e02\u573a\u548c\u7ade\u4e89\u5bf9\u624b\u7684\u89c4\u6a21\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u5728\u6b64\uff0c\u6211\u4eec\u5c06\u8be6\u7ec6\u4ecb\u7ecd\u6bcf\u4e2a\u6307\u6807\u7684\u542b\u4e49\uff0c\u4ee5\u53ca\u81ea\u4e0b\u800c\u4e0a\u7684\u8ba1\u7b97\u65b9\u6cd5\u3002\u6211\u4eec\u8fd8\u5c06\u7ec6\u5206\u4ecb\u7ecd\u5f71\u54cd\u6f5c\u5728\u53ef\u8fbe\u5e02\u573a\u89c4\u6a21\u7684\u53d8\u91cf\u3002<\/span><\/p>\n<p><strong>\u53ef\u83b7\u53d6\u5e02\u573a\u603b\u91cf (TAM)<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">TAM \u7740\u773c\u4e8e\u6574\u4f53\u5e02\u573a\u7684\u5168\u90e8\u6f5c\u5728\u4ef7\u503c\uff08\u8bbe\u60f3\u4e00\u4e0b\u67d0\u4e00\u5e74\u7f8e\u56fd\u7259\u5237\u9500\u552e\u7684\u603b\u4ef7\u503c\uff09\u3002\u5e02\u573a\u89c4\u6a21\u4f30\u91cf\u662f\u4e00\u4e2a\u5de8\u5927\u7684\u6570\u5b57\uff0c\u4e00\u5bb6\u516c\u53f8\u5f80\u5f80\u65e0\u529b\u72ec\u5360\uff08\u9664\u975e\u5784\u65ad\uff09\u3002TAM \u6811\u7acb\u8d77\u5e02\u573a\u6f5c\u529b\u548c\u7a33\u5b9a\u6027\u7684\u6846\u67b6\u3002<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-124468 size-full\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/2021\/09\/image4.png\" alt=\"Total addressable market \" width=\"960\" height=\"540\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image4.png 960w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image4-300x169.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image4-768x432.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">TAM \u7684\u8ba1\u7b97\u65b9\u6cd5\u662f\u628a\u6574\u4e2a\u5e02\u573a\u7684\u6240\u6709\u4ea7\u54c1\u9500\u552e\u989d\u76f8\u52a0\u3002\u5177\u4f53\u5206\u4e3a\u4e24\u79cd\u65b9\u6cd5\uff1a<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u5c06\u6bcf\u5bb6\u8fde\u9501\u6742\u8d27\u5e97\u3001\u836f\u5e97\u548c\u96f6\u552e\u5546\u7684\u7259\u5237\u9500\u552e\u989d\u76f8\u52a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u4f30\u8ba1\u4e00\u4e2a\u666e\u901a\u4eba\u8d2d\u4e70\u7684\u7259\u5237\u6570\u91cf\uff0c\u4e58\u4ee5\u7f8e\u56fd\u4eba\u53e3\u6570\uff0c\u518d\u4e58\u4ee5\u7259\u5237\u5e73\u5747\u4ef7\u683c<\/span><\/li>\n<\/ol>\n<h3><strong>\u53ef\u89e6\u8fbe\u5e02\u573a (SAM)<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">SAM \u662f\u6307\u4ea7\u54c1\u6216\u670d\u52a1\u7684\u5177\u4f53\u6f5c\u5728<\/span><a href=\"https:\/\/www.similarweb.com\/corp\/research\/audience-analysis\/\"><span style=\"font-weight: 400;\">\u53d7\u4f17<\/span><\/a><span style=\"font-weight: 400;\">\uff08\u4ecd\u4ee5\u7259\u5237\u4e3a\u4f8b\uff1a\u7ebf\u4e0a\u4e13\u552e\u7684\u513f\u7ae5\u4e13\u7528\u7535\u52a8\u7259\u5237\u7684\u603b\u4ef7\u503c\uff09\u3002\u8fd9\u662f\u516c\u53f8\u5728\u76ee\u6807\u5e02\u573a\u4e2d\u80fd\u83b7\u53d6\u7684\u6700\u5927\u5e02\u573a\u4ef7\u503c\u3002<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-124471\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/2021\/09\/image7.png\" alt=\"Serviceable addressable market\" width=\"960\" height=\"540\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image7.png 960w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image7-300x169.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image7-768x432.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">\u8ba1\u7b97 SAM \u7684\u65b9\u6cd5\u662f\u5408\u8ba1\u6574\u4e2a\u5e02\u573a\u6240\u6709\u76f8\u5173\u4ea7\u54c1\u7684\u9500\u552e\u989d\uff08\u5728\u6b64\u4f8b\u4e2d\uff0c\u5c06\u7f51\u8d2d\u513f\u7ae5\u7535\u52a8\u7259\u5237\u7684\u9500\u552e\u6570\u5b57\u76f8\u52a0\uff09\u3002<\/span><\/p>\n<h3><strong>\u53ef\u83b7\u5f97\u5e02\u573a (SOM)<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">SOM\uff08\u4e5f\u79f0\u4e3a\u201c\u5e02\u573a\u4efd\u989d\u201d\uff09\u4ee3\u8868\u4e86\u60a8\u7684\u516c\u53f8\u6709\u671b\u83b7\u5f97\u7684 SAM \u5360\u6bd4\u3002\u5047\u8bbe\u60a8\u4e0d\u662f\u552f\u4e00\u4e00\u5bb6\u513f\u7ae5\u7259\u5237\u5236\u9020\u5546\uff0c\u90a3\u4e48 SOM \u6570\u989d\u5c06\u5c0f\u4e8e SAM\u3002<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-124470\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/2021\/09\/image6.png\" alt=\"Serviceable obtainable market\" width=\"960\" height=\"540\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image6.png 960w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image6-300x169.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image6-768x432.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">\u8ba1\u7b97 SOM \u7684\u65b9\u6cd5\u662f\u7528\u4e0a\u5e74\u8425\u6536\u989d\u9664\u4ee5\u4e0a\u5e74 SAM\uff0c\u5373\u53ef\u5f97\u51fa\u60a8\u7684\u5e02\u573a\u4efd\u989d\u3002\u7136\u540e\uff0c\u7528<\/span><a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/what-is-market-share\/\"><span style=\"font-weight: 400;\">\u5e02\u573a\u4efd\u989d<\/span><\/a><span style=\"font-weight: 400;\">\u4e58\u4ee5\u672c\u5e74\u7684 SAM \u7f8e\u5143\u4ef7\u503c\u3002<\/span><\/p>\n<h2><strong>\u5e02\u573a\u89c4\u6a21\u8ba1\u7b97\u793a\u4f8b<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">\u4e00\u5bb6\u521d\u521b\u7684\u5e8a\u54c1\u4f01\u4e1a\u9762\u5411\u7cbe\u54c1\u9152\u5e97\u4f9b\u8d27\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u5047\u8bbe\u60a8\u6b63\u8003\u8651\u521b\u529e\u4e00\u5bb6\u4f01\u4e1a\uff0c\u4e3a\u9152\u5e97\u4f9b\u5e94\u8c6a\u534e\u5e8a\u4e0a\u7528\u54c1\uff0c\u60f3\u8981\u63a2\u7d22\u8fd9\u4e2a\u5546\u673a\u3002\u4ee5\u4e0b\u662f\u8ba1\u7b97\u5e02\u573a\u89c4\u6a21\u7684\u65b9\u6cd5\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u9996\u5148\uff0c\u4e86\u89e3\u6240\u5728\u5e02\u573a\uff08\u5728\u6b64\u4f8b\u4e2d\u6307\u7f8e\u56fd\u5e02\u573a\uff09\u4e0a\u6709\u591a\u5c11\u5bb6\u7cbe\u54c1\u9152\u5e97\u3002\u4ece\u800c\u5f97\u51fa\u53ef\u83b7\u53d6\u5e02\u573a\u603b\u91cf (TAM)\uff0c\u7406\u8bba\u4e0a\u60a8\u53ef\u4ee5\u628a\u4ea7\u54c1\u9500\u5f80\u8fd9\u4e2a\u5e02\u573a\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u8c03\u7814\u540e\uff0c\u60a8\u53d1\u73b0\u5317\u7f8e\u5171\u6709 5 \u4e07\u5bb6\u9152\u5e97\u3002\u5728\u8fd9 5 \u4e07\u5bb6\u9152\u5e97\u4e2d\uff0c\u60a8\u53ea\u60f3\u5411\u5355\u4f53\u9152\u5e97\u552e\u8d27\uff0c\u8fd9\u7c7b\u9152\u5e97\u7684\u6570\u91cf\u6709 1 \u4e07\u5bb6\u3002\u60a8\u67e5\u660e\u4e86\u6838\u5fc3\u76ee\u6807\u5e02\u573a\u5171 1 \u4e07\u5bb6\u9152\u5e97\u3002\u7136\u540e\uff0c\u60a8\u7ee7\u7eed\u63a8\u8fdb\u4e00\u624b\u5e02\u573a\u8c03\u67e5\uff0c\u5305\u62ec\u4e0e\u5e8a\u54c1\u5e03\u827a\u7ecf\u9500\u5546\u6d3d\u8c08\uff0c\u4ed6\u4eec\u786e\u8ba4\u8c6a\u534e\u9152\u5e97\u7684\u5e74\u5ea6\u9500\u552e\u6210\u529f\u7387\u7ea6\u4e3a 25%\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u5728\u6b64\u5047\u8bbe\u60c5\u5883\u4e0b\uff0c\u5e02\u573a\u89c4\u6a21\u4f30\u7b97\u516c\u5f0f\u5982\u4e0b\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">10,000 \u5bb6\u9152\u5e97 x 25% = 2,500 \u5bb6\u9152\u5e97<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u5047\u8bbe\u6bcf\u5bb6\u9152\u5e97\u53ef\u5b9e\u73b0\u9500\u552e\u989d 20,000 \u7f8e\u5143\uff0c\u6f5c\u5728\u8425\u6536\u7684\u8ba1\u7b97\u516c\u5f0f\u5982\u4e0b\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">2,500 \u5bb6\u9152\u5e97 x 20,000 \u7f8e\u5143 = 50,000,000 \u7f8e\u5143<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u8fd9\u4e9b\u6570\u5b57\u8868\u660e\uff0c\u5982\u679c\u8fbe\u5230 25% \u7684\u6e17\u900f\u7387\uff0c\u60a8\u5c31\u6709\u671b\u8425\u6536 5,000 \u4e07\u7f8e\u5143\u3002\u4f46\u8fd9\u4e2a\u6570\u5b57\u672a\u8003\u8651\u5230\u7ade\u4e89\u5bf9\u624b\uff0c\u6240\u4ee5\uff0c\u4e00\u5b9a\u8981\u4fdd\u5b88\u4f30\u8ba1\u53ef\u628a\u63e1\u7684\u5e02\u573a\u6f5c\u529b\u3002<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-124473\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/2021\/09\/image9.png\" alt=\"Market size calculation\" width=\"1200\" height=\"630\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image9.png 1200w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image9-300x158.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image9-1024x538.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image9-768x403.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p><b>\u4e13\u4e1a\u5efa\u8bae\uff1a<\/b><span style=\"font-weight: 400;\">\u5982\u679c\u60a8\u8981\u63a8\u51fa\u65b0\u4ea7\u54c1\uff0c\u8bf7\u5148\u5f00\u5c55\u7ade\u4e89\u5206\u6790\uff0c\u6839\u636e\u7f51\u7edc\u6d41\u91cf\u3001\u8425\u9500\u7ec4\u5408\u3001\u5e7f\u544a\u652f\u51fa\u7b49\u56e0\u7d20\u4f30\u7b97 SOM\u3002<\/span><\/p>\n<h2><strong>\u81ea\u4e0a\u800c\u4e0b vs \u81ea\u4e0b\u800c\u4e0a\u4f30\u7b97\u5e02\u573a\u89c4\u6a21<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">\u5e02\u573a\u89c4\u6a21\u4f30\u7b97\u65b9\u6cd5\u5206\u4e3a\u4e24\u79cd\u2014\u2014\u81ea\u4e0a\u800c\u4e0b\u548c\u81ea\u4e0b\u800c\u4e0a\u3002\u4e24\u79cd\u65b9\u6cd5\u672c\u8eab\u90fd\u4e0d\u80fd\u56ca\u62ec\u5168\u5c40\uff0c\u6240\u4ee5\u4e00\u5b9a\u8981\u7ed3\u5408\u4f7f\u7528\uff0c\u76f8\u8f85\u76f8\u6210\u3002<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">\u539f\u56e0\u5982\u4e0b\u3002<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">\u81ea\u4e0b\u800c\u4e0a\u4f30\u7b97\u5e02\u573a\u89c4\u6a21\u65f6\uff0c\u5047\u8bbe\u53ef\u8fbe\u7684\u7ec6\u5206\u5e02\u573a\u4e2d\u5b58\u5728\u8fc7\u5269\u5ba2\u6237\u3002\u800c\u81ea\u4e0a\u800c\u4e0b\u4f30\u7b97\u5e02\u573a\u89c4\u6a21\u65f6\uff0c\u4e0d\u8003\u8651\u6f5c\u5728\u6311\u6218\uff0c\u4f8b\u5982\uff0c\u89e6\u8fbe\u7279\u5b9a\u7ec6\u5206\u53d7\u4f17\u7fa4\u4f53\u7684\u96be\u6613\u5ea6\u3002<\/span><\/p>\n<p><strong>\u81ea\u4e0a\u800c\u4e0b\u4f30\u7b97\u5e02\u573a\u89c4\u6a21<\/strong><\/p>\n<p>Bottom-up market sizing assumes a surplus of customers in your reachable segments. With top-down market sizing, this doesn\u2019t consider potential challenges such as ease of reaching a particular audience segment.<\/p>\n<p><span style=\"font-weight: 400;\">\u81ea\u4e0a\u800c\u4e0b\u4f30\u7b97\u5e02\u573a\u89c4\u6a21\u662f\u7740\u773c\u4e8e\u5e02\u573a\u6574\u4f53\uff0c\u4ece\u5b8f\u89c2\u89d2\u5ea6\u770b\u5f85\u6f5c\u5728\u7684\u8425\u6536\u548c\u5ba2\u6237\u3002\u4ece\u603b\u91cf\u5207\u5165\uff0c\u7136\u540e\u6839\u636e\u76ee\u6807\u5e02\u573a\u7684\u4f30\u7b97\u73b0\u5b9e\u52a0\u4ee5\u7ec6\u5316\u3002\u81ea\u4e0a\u800c\u4e0b\u5730\u4f30\u7b97\u5e02\u573a\u89c4\u6a21\uff0c\u53ef\u4ee5\u786e\u5b9a\u53ef\u83b7\u5f97\u5e02\u573a (SAM) \u7684\u89c4\u6a21\u3002<\/span><\/p>\n<p><strong>\u81ea\u4e0b\u800c\u4e0a\u4f30\u7b97\u5e02\u573a\u89c4\u6a21<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">\u81ea\u4e0b\u800c\u4e0a\u4f30\u7b97\u5e02\u573a\u89c4\u6a21\u662f\u4ece\u5c0f\u5904\u7740\u624b\uff0c\u7531\u5c0f\u89c1\u5927\u3002\u9996\u5148\uff0c\u60a8\u8981\u786e\u5b9a\u5e0c\u671b\u89e6\u8fbe\u7684\u7ec6\u5206\u5e02\u573a\u3002\u7136\u540e\uff0c\u901a\u8fc7\u5047\u8bbe\uff08\u548c\u5e02\u573a\u8c03\u67e5\uff09\u8fdb\u884c\u4f30\u7b97\uff0c\u786e\u5b9a\u589e\u957f\u9884\u671f\u4e0e\u89c4\u6a21\u3002\u4ece\u672c\u8d28\u4e0a\u8bb2\uff0c\u81ea\u4e0b\u800c\u4e0a\u4f30\u7b97\u5e02\u573a\u89c4\u6a21\u65f6\uff0c\u8981\u7740\u773c\u4e8e\u4ea7\u54c1\u6216\u670d\u52a1\u7684\u53ef\u552e\u5730\u70b9\uff0c\u53ef\u6bd4\u4ea7\u54c1\u7684\u9500\u552e\u989d\uff0c\u4ee5\u53ca\u5f53\u524d\u60a8\u53ef\u4ee5\u8ffd\u9010\u7684\u9500\u552e\u4efd\u989d\u3002<\/span><\/p>\n<p><b>\u4f30\u7b97\u5e02\u573a\u89c4\u6a21\u5982\u4f55\u9009\u62e9\u65b9\u6cd5\uff1f\u81ea\u4e0a\u800c\u4e0b\u8fd8\u662f\u81ea\u4e0b\u800c\u4e0a\uff1f<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u5728\u4f30\u7b97\u89c4\u6a21\u6216<\/span><a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/what-is-market-analysis\/\"><span style=\"font-weight: 400;\">\u5206\u6790\u5e02\u573a<\/span><\/a><span style=\"font-weight: 400;\">\u4e4b\u521d\uff0c\u5148\u81ea\u4e0b\u800c\u4e0a\uff0c\u4e4b\u540e\u518d\u7ed3\u5408\u81ea\u4e0a\u800c\u4e0b\u7684\u601d\u8def\u3002\u4e00\u822c\u800c\u8a00\uff0c\u4e24\u79cd\u65b9\u5f0f\u534f\u8c03\u5747\u8861\u662f\u6700\u597d\u7684\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u5f53\u81ea\u4e0b\u800c\u4e0a\u548c\u81ea\u4e0a\u800c\u4e0b\u7684\u4f30\u7b97\u7ed3\u679c\u76f8\u4e92\u5951\u5408\u65f6\uff0c\u60a8\u5c31\u77e5\u9053\u5e02\u573a\u89c4\u6a21\u4f30\u7b97\u5f97\u5b9c\u3002\u60a8\u53ef\u80fd\u9700\u8981\u8c03\u6574\u4e00\u4e9b\u5047\u8bbe\uff0c\u624d\u80fd\u627e\u5230\u6700\u4f18\u70b9\uff0c\u4e0d\u8fc7\u9002\u5ea6\u66f4\u65b0\u662f\u8fc7\u7a0b\u4e2d\u7684\u79ef\u6781\u73af\u8282\uff0c\u6709\u52a9\u4e8e\u51c6\u786e\u4f30\u7b97\u6700\u7ec8\u7ed3\u679c\u3002<\/span><\/p>\n<h2><strong>\u4f30\u7b97\u5e02\u573a\u89c4\u6a21\u7684\u5de5\u5177<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">\u9664\u4e86\u4e0a\u8ff0\u5e02\u573a\u89c4\u6a21\u8ba1\u7b97\u516c\u5f0f\u5916\uff0c\u8fd8\u6709\u4e00\u4e9b\u65b9\u6cd5\u4e5f\u80fd\u6d4b\u7b97 TAM \u548c SAM\u3002\u4f8b\u5982\uff1a<\/span><\/p>\n<p><b>\u4e00\u624b\u548c\u4e8c\u624b\u7814\u7a76\uff1a<\/b><span style=\"font-weight: 400;\">\u4e0a\u7f51\u641c\u7d22\uff0c\u627e\u5230\u63d0\u4f9b\u5e02\u573a\u4fe1\u606f\u7684\u5916\u90e8\u8d44\u6e90\u3002\u6587\u7ae0\u3001\u6848\u4f8b\u7814\u7a76\u3001\u767d\u76ae\u4e66\u3001\u4ea7\u54c1\u53d1\u5e03\u516c\u544a\u7b49\u5f62\u5f0f\u7686\u53ef\u3002<\/span><\/p>\n<p><b>\u8d22\u52a1\u62a5\u8868\uff1a<\/b><span style=\"font-weight: 400;\">\u4e0a\u5e02\u516c\u53f8\u5fc5\u987b\u5411\u516c\u4f17\u516c\u5e03\u8d22\u52a1\u62a5\u8868\u3002\u5145\u5206\u5229\u7528\u8fd9\u4e9b\u4fe1\u606f\uff0c\u4e86\u89e3\u5e02\u573a\u73b0\u72b6\u548c\u5177\u4f53\u7ade\u4e89\u5bf9\u624b\u7684\u7ecf\u8425\u89c4\u5212\u3002<\/span><\/p>\n<p><b>\u5e02\u573a\u8c03\u67e5\u5de5\u5177\uff1a<\/b><a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/what-is-market-research\/\"><span style=\"font-weight: 400;\">\u5e02\u573a\u8c03\u67e5<\/span><\/a><span style=\"font-weight: 400;\">\u6709\u591a\u79cd\u5f62\u6001\u548c\u5f62\u5f0f\u3002\u60a8\u53ef\u4ee5\u8058\u8bf7\u8c03\u7814\u516c\u53f8\uff0c\u4e3a\u60a8\u5236\u4f5c\u4e00\u6b21\u6027\u62a5\u544a\uff0c\u6216\u662f\u5229\u7528 <\/span><a href=\"https:\/\/account.similarweb.com\/journey\/registration\"><span style=\"font-weight: 400;\">Similarweb \u6570\u5b57\u60c5\u62a5<\/span><\/a><span style=\"font-weight: 400;\">\u670d\u52a1\u4e4b\u7c7b\u7684\u8d44\u6e90\uff0c\u6309\u9700\u6d1e\u5bdf\u5e02\u573a\u52a8\u6001\u3002<\/span><a href=\"https:\/\/www.similarweb.com\/corp\/research\/\"><span style=\"font-weight: 400;\">\u8bbf\u95ee\u6b64\u5904\uff0c\u8be6\u7ec6\u4e86\u89e3\u6211\u4eec\u7684\u4ea7\u54c1\u548c\u670d\u52a1<\/span><\/a><span style=\"font-weight: 400;\">\u3002<\/span><\/p>\n<p><b>\u8bbf\u8c08\u548c\u5f53\u9762\u62dc\u8bbf\uff1a<\/b><span style=\"font-weight: 400;\">\u4e0e\u4e1a\u5185\u4eba\u58eb\u7545\u8c08\uff0c\u4e86\u89e3\u5176\u5982\u4f55\u770b\u5f85<\/span><a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/market-potential\/\"><span style=\"font-weight: 400;\">\u5e02\u573a\u6f5c\u529b<\/span><\/a><span style=\"font-weight: 400;\">\u3001\u5ba2\u6237\u548c\u6311\u6218\u3002\u5177\u4f53\u5305\u62ec\u7814\u7a76\u5ba2\u6237\u7fa4\u4f53\u7ec6\u5206\uff0c\u5206\u6790<\/span><a href=\"https:\/\/www.similarweb.com\/blog\/research\/audience-and-brand-building\/demographics-audience-analysis\/\"><span style=\"font-weight: 400;\">\u53d7\u4f17\u7279\u5f81<\/span><\/a><span style=\"font-weight: 400;\">\u3002<\/span><\/p>\n<h3><span style=\"font-size: 16px;\"><b>\u4fe1\u606f\u6c47\u603b\uff1a<\/b><span style=\"font-weight: 400;\">\u5ba1\u89c6\u4e0a\u8ff0\u6570\u636e\uff0c\u5168\u76d8\u6c47\u603b\u73b0\u6709\u4fe1\u606f\uff0c\u6316\u6398\u5185\u6db5\u3002\u5982\u679c\u60a8\u8ba1\u7b97\u51fa\u7684 TAM \u4e3a 10 \u4ebf\u7f8e\u5143\uff0c\u4f46\u4e0e\u4e1a\u5185\u4f01\u4e1a\u4e3b\u5bf9\u8bdd\u540e\uff0c\u53d1\u73b0\u5b9e\u9645\u6570\u5b57\u53ea\u6709\u4e00\u534a\uff0c\u90a3\u4e48\uff0c\u4e0d\u59a8\u627e\u51fa\u60a8\u7684\u4f30\u7b97\u504f\u5dee\u70b9\uff0c\u76f8\u5e94\u5730\u8c03\u6574 TAM\u3001SAM \u548c SOM\u3002<\/span><\/span><\/h3>\n<h2><strong>\u7efc\u8ff0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">\u6b63\u786e\u4f30\u7b97\u5e02\u573a\u89c4\u6a21\u9700\u8981\u6df1\u5165\u6d1e\u5bdf\u6570\u5b57\u5185\u6db5\u3002\u4e86\u89e3 TAM\u3001SAM \u548c SOM \u6709\u52a9\u4e8e\u60a8\u6784\u5efa\u6709\u6548\u7b56\u7565\uff0c\u5c31\u6295\u8d44\u4e0e\u5426\u3001\u6f5c\u5728\u589e\u957f\u5951\u673a\u3001\u8425\u9500\u7b56\u7565\u7b49\u65b9\u9762\uff0c\u5236\u5b9a\u5173\u952e\u51b3\u7b56\u3002\u4ece<\/span><a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/market-share-increase\/\"><span style=\"font-weight: 400;\">\u589e\u5927\u5e02\u573a\u4efd\u989d<\/span><\/a><span style=\"font-weight: 400;\">\u5230\u65b0\u4ea7\u54c1\u6784\u601d\uff0c\u60a8\u53ef\u4ee5\u8fd0\u7528\u591a\u79cd\u5de5\u5177\u548c<\/span><a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/market-share-formula\/\"><span style=\"font-weight: 400;\">\u516c\u5f0f<\/span><\/a><span style=\"font-weight: 400;\">\uff0c\u5f97\u51fa\u4f30\u7b97\u7ed3\u679c\uff0c\u52a9\u529b\u4f01\u4e1a\u660e\u667a\u51b3\u7b56\uff0c\u540c\u65f6\u89c4\u907f\u4e0d\u5fc5\u8981\u7684\u98ce\u9669\u3002<\/span><\/p>\n<p><b>\u4ee5\u4e0b\u662f\u5e02\u573a\u89c4\u6a21\u901f\u67e5\u8868\uff0c\u53ef\u4f5c\u4e3a\u5207\u5165\u70b9\uff1a<\/b><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-124472\" src=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/2021\/09\/image8.png\" alt=\"Market sizing cheat sheet\" width=\"1200\" height=\"630\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image8.png 1200w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image8-300x158.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image8-1024x538.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/09\/image8-768x403.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p><b>\u60f3\u8981\u6df1\u5165\u4e86\u89e3\u5e02\u573a\u89c4\u6a21\u4f30\u7b97\uff1f<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u9605\u8bfb\u6211\u4eec\u7684\u76f8\u5173\u535a\u5ba2\u6587\u7ae0\uff1a<\/span><a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/market-segmentation\/\"><span style=\"font-weight: 400;\">\u201cMarket Segmentation: Tips, Types, and Benefits Explained\u201d\uff08\u5e02\u573a\u7ec6\u5206\u4e4b\u6280\u5de7\u3001\u7c7b\u578b\u4e0e\u76ca\u5904\u89e3\u8bfb\uff09<\/span><\/a><span style=\"font-weight: 400;\">\u4ee5\u53ca<\/span><a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/types-of-market-segmentation\/\"><span style=\"font-weight: 400;\">\u201c4 Types of Market Segmentation (Plus a Few Extras You Might Miss)\u201d\uff08\u56db\u7c7b\u5e02\u573a\u7ec6\u5206\u4ee5\u53ca\u6613\u88ab\u5ffd\u89c6\u7684\u5c0f\u7c7b\uff09<\/span><\/a><span style=\"font-weight: 400;\">\u3002<\/span><\/p>\n<p><b>\u6709\u610f\u8bd5\u7528 Similarweb\uff1f<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u4f7f\u7528\u6211\u4eec\u7684<\/span><a href=\"https:\/\/account.similarweb.com\/journey\/registration\"><span style=\"font-weight: 400;\">\u6f14\u793a\u8d26\u6237<\/span><\/a><span style=\"font-weight: 400;\">\uff0c\u83b7\u4eab\u5b9e\u9645\u64cd\u4f5c\u4f53\u9a8c<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u9884\u7ea6\u4e13\u5bb6<\/span><a href=\"https:\/\/www.similarweb.com\/corp\/contact-us\/\"><span style=\"font-weight: 400;\">\u4e00\u5bf9\u4e00\u54a8\u8be2<\/span><\/a><\/li>\n<\/ul>\n<h2><strong>\u5e02\u573a\u89c4\u6a21\u4f30\u7b97\u7684\u5e38\u89c1\u95ee\u7b54<\/strong><\/h2>\n<p><b>\u4ec0\u4e48\u662f\u5e02\u573a\u89c4\u6a21\u4f30\u7b97\uff1f<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u5e02\u573a\u89c4\u6a21\u4f30\u7b97\u662f\u81ea\u4e0b\u800c\u4e0a\u4f30\u8ba1\u5e02\u573a\u6f5c\u5728\u89c4\u6a21\u7684\u8fc7\u7a0b\u3002<\/span><\/p>\n<p><b>\u5e02\u573a\u6620\u5c04\u548c\u5e02\u573a\u89c4\u6a21\u4f30\u7b97\u662f\u5426\u76f8\u540c\uff1f<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u867d\u7136\u5e02\u573a\u89c4\u6a21\u4f30\u7b97\u548c\u5e02\u573a\u6620\u5c04\u5b58\u5728\u76f8\u4f3c\u6027\uff0c\u4f46\u4e5f\u6709\u5173\u952e\u5dee\u5f02\u3002\u5e02\u573a\u89c4\u6a21\u4f30\u7b97\u8003\u91cf\u7684\u662f\u5e02\u573a\u7684\u6f5c\u5728\u89c4\u6a21\uff0c\u6d89\u53ca\u5230\u81ea\u4e0b\u800c\u4e0a\u5730\u4e86\u89e3\u6f5c\u5728\u5e02\u573a\u89c4\u6a21\u603b\u91cf\u3002<\/span><a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/market-mapping\/\"><span style=\"font-weight: 400;\">\u5e02\u573a\u6620\u5c04<\/span><\/a><span style=\"font-weight: 400;\">\u662f\u4e00\u79cd\u6570\u636e\u9a71\u52a8\u7684\u5e02\u573a\u7814\u7a76\u7b56\u7565\uff0c\u8ba9\u60a8\u5728\u5e02\u573a\u4e2d\u627e\u51fa\u6218\u7565\u5b9a\u4f4d\u3002\u8fd9\u6709\u52a9\u4e8e\u4ece\u5e02\u573a\u89c4\u6a21\u548c\u4ef7\u503c\u7684\u89d2\u5ea6\u786e\u5b9a\u5ba2\u6237\u8eab\u4efd\u3002<\/span><\/p>\n<p><b>\u5982\u4f55\u8ba1\u7b97\u5e02\u573a\u89c4\u6a21\uff1f<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">TAM\uff08\u5c06\u6574\u4e2a\u5e02\u573a\u7684\u6240\u6709\u4ea7\u54c1\u9500\u552e\u989d\u76f8\u52a0\uff09<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">SAM\uff08\u4ec5\u5c06\u6574\u4e2a\u5e02\u573a\u7684\u76f8\u5173\u4ea7\u54c1\u9500\u552e\u989d\u76f8\u52a0\uff09<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">SOM\uff08\u4e0a\u5e74\u8425\u6536\u989d\u9664\u4ee5\u4e0a\u5e74 SAM\uff09<\/span><\/li>\n<\/ul>\n<p><b>\u5176\u4ed6\u54ea\u4e9b\u5de5\u5177\u80fd\u5e2e\u52a9\u8ba1\u7b97\u5e02\u573a\u89c4\u6a21\uff1f<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u4e00\u624b\u548c\u4e8c\u624b<\/span><a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/desk-research\/\"><span style=\"font-weight: 400;\">\u6848\u5934\u7814\u7a76<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u8d22\u52a1\u62a5\u8868<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u5e02\u573a\u8c03\u67e5\u7c7b\u4ea7\u54c1<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u9762\u8c08\u548c\u4eb2\u81ea\u62dc\u8bbf<\/span><\/li>\n<\/ul>\n<p><b>\u4f30\u7b97\u5e02\u573a\u89c4\u6a21\u6709\u4f55\u91cd\u8981\u6027\uff1f<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u82e5\u80fd\u51c6\u786e\u8bc4\u4f30\u5e02\u573a\u89c4\u6a21\uff0c\u60a8\u5c31\u80fd\u5b89\u5168\u7a33\u59a5\u5730\u63a8\u51fa\u65b0\u4ea7\u54c1\uff0c\u6253\u5165\u65b0\u5730\u57df\uff0c\u8d70\u5411\u4ea7\u54c1\u670d\u52a1\u591a\u5143\u5316\uff0c\u6216\u662f\u8f7b\u677e\u5236\u5b9a\u5176\u4ed6\u6210\u672c\u9ad8\u6602\u7684\u91cd\u5927\u51b3\u7b56\u3002<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u5728\u63a8\u51fa\u65b0\u4ea7\u54c1\u3001\u8d70\u5411\u591a\u6837\u5316\u6216\u5411\u65b0\u5730\u57df\u6269\u5c55\u4e1a\u52a1\u65f6\uff0c\u4e86\u89e3\u5e02\u573a\u6f5c\u529b\u81f3\u5173\u91cd\u8981\u3002\u6210\u672c\u9ad8\u6602\u7684\u91cd\u5927\u51b3\u7b56\u9700\u8981\u4f9d\u6258\u4e30\u5bcc\u77e5\u8bc6\uff0c\u60a8\u5e94\u5f53\u8fd0\u7528\u4e00\u5207\u53ef\u7528\u7684\u5e02\u573a\u8c03\u67e5\u5de5\u5177\uff0c\u7efc\u5408\u4f30\u7b97\u6f5c\u5728\u7684\u5e02\u573a\u89c4\u6a21\u3002 \u4ec0\u4e48\u662f\u5e02\u573a\u89c4\u6a21\u4f30\u7b97\uff1f 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