基于影子分析的竞争情报搜集、分析与监测

发布时间：2018-08-31 09:38

【摘要】：企业竞争情报研究是市场激烈竞争的产物，尤其是21世纪的世界政治、经济、社会和科技等变化迅速；国内外市场竞争日趋激烈，如何有效获取竞争对手情报以及抵御竞争对手的情报活动，已经成为企业关注的焦点。传统的情报分析方法已经无法满足企业的需求，还停留在静态的分析方法上，已经远远落后与日益激烈的信息战，只有构建即时的情报分析系统，才能使企业的情报工作成功。随着Web2.0技术的发展及信息时效性的增强，为竞争情报工作的开展创造了机遇，运用与日益发达的网络技术相适应的影子分析方法进行竞争情报工作恰恰可以实现动态效果，提高竞争情报的时效性和未来导向性，具有重要的现实意义。本文首先对竞争情报与影子分析的相关文献进行研究，从理论与运用角度总结了前人的研究成果。详细介绍了竞争情报搜集的6个原则及其主要搜集方法，列举出竞争情报的三种分析方法：定标比超法，SWOT分析法和财务报表分析法，并与影子分析进行了简单的比较，得出运用影子分析在社交媒体平台进行竞争情报工作可以明显提高其资源有效性，准确性和客观性。本文还进一步对影子分析进行了阐述，包括其主要组成部分影子团队的构建，跟踪模拟竞争对手的影子计划的制定。最后将大众汽车公司（中国）作为研究对象，为其竞争情报的工作建立了动态模型，按照企业的需求分析，制定工作规划，建立影子团队，模拟竞争对手，分析对手战略，实时调整自身发展策略，并同时进行情报监测--反情报工作，从而使企业的整个竞争情报系统得到完善。在竞争情报工作中运用影子分析法根据需求分析构建出影子团队，运用新浪微博确定竞争对手通用汽车公司（中国），采用三角分析法对情报信息进行搜集，通过新浪微博搜集竞争环境信息，人际情报网络与新浪微博收集通用汽车公司（中国）情报，运用问卷调查法搜集大众汽车市场信息。运用百度统计得出通用与大众热销车型的客户指数对比。在进行竞争情报工作的同时还为大众公司构建了情报监测的循环工作流程图，，用OPSEC指标和维恩分析图进行情报监测，最后根据影子团队搜集与分析的情报模拟通用汽车公司推理出其发展战略，对竞争情报系统进行漏洞查询并加以调整。经过实证分析为大众汽车公司提出建议对策，开展多元化的营销模式；对召回事件采取理性的公关预警，为企业树立良好的诚信服务形象；采用满意定价策略；与中国本土企业合作生产发布低价品牌，占领低价市场。本论文为大众构建的情报工作模型普遍适用于一般企业，可以为各企业下一阶段的竞争情报工作的开展提供有益的参考。但本论文的研究有一定的局限性，在实际操作应用中需加以修改和完善。
[Abstract]:Enterprise competitive intelligence research is the product of fierce competition in the market, especially in the 21st century, the world politics, economy, society and science and technology change rapidly; the domestic and foreign market competition is becoming increasingly fierce, how to effectively obtain competitor intelligence and resist competitor intelligence activities, has become the focus of enterprise attention. With the development of Web 2.0 technology and the enhancement of information efficiency, the development of competitive intelligence has created opportunities. Shadow analysis method adapted to the increasingly developed network technology can achieve dynamic effect and improve the timeliness and future orientation of competitive intelligence.
Firstly, this paper studies the related literature of competitive intelligence and shadow analysis, summarizes the predecessors'research results from the angle of theory and application, introduces six principles of competitive intelligence collection and its main collection methods in detail, and enumerates three methods of competitive intelligence analysis: scaling ratio exceeding method, SWOT analysis method and financial statement analysis method. A simple comparison with shadow analysis shows that using shadow analysis to carry out competitive intelligence work on social media platform can significantly improve the effectiveness, accuracy and objectivity of its resources. Finally, taking Volkswagen Motor Company (China) as the research object, the paper establishes a dynamic model for its competitive intelligence work. According to the demand analysis of the enterprise, it establishes a work plan, establishes a shadow team, simulates competitors, analyzes competitors'strategies, adjusts its own development strategy in real time, and carries out intelligence monitoring-counter-intelligence work at the same time. So that the entire competitive intelligence system of the enterprise is perfected.
Shadow analysis is used to build a shadow team in competitive intelligence work according to demand analysis. Sina Weibo is used to identify rival General Motors Corporation (China). Triangular analysis is used to collect intelligence information. Sina Weibo is used to collect competitive environment information. The interpersonal intelligence network and Sina Weibo are used to collect General Motors Corporation (GM). China) Intelligence, using questionnaires to collect information on the Volkswagen automobile market. Baidu statistics are used to compare the customer index of GM and Volkswagen hot-selling models. According to the intelligence gathered and analyzed by the shadow team, GM inferred its development strategy, searched and adjusted the vulnerability of the competitive intelligence system.
Through empirical analysis, this paper puts forward suggestions and Countermeasures for Volkswagen Automobile Company to carry out diversified marketing mode, adopt rational public relations early warning for the recalls, establish a good image of honest service for the enterprises, adopt satisfactory pricing strategy, and cooperate with Chinese local enterprises to produce and issue low-price brands and occupy the low-price market.
The intelligence work model constructed for the public in this paper is generally applicable to the general enterprises and can provide useful reference for the next stage of the competitive intelligence work of each enterprise.
【学位授予单位】：山西财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272

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