基于企业社交平台竞争情报分析的产品创新模式研究

发布时间：2018-02-20 06:23

本文关键词： 社交平台竞争情报情报分析产品创新模式　出处：《宁波大学》2015年硕士论文　论文类型：学位论文

【摘要】：经济不断发展的今天,市场竞争也变得日益激烈,企业为求得生存与发展就必须不断增强自身的竞争能力。所谓竞争能力也就是企业的竞争力,企业的竞争力离不开产品的竞争,甚至可以说企业的竞争就是其产品的竞争,企业只有不断地进行产品的创新,才能在激烈的市场竞争中生存下去。与此同时,互联网时代的到来也使得社交平台得到了广泛应用。因此,依托于企业社交平台的竞争情报可以为产品创新提供大量数据支持。本文创造性的将互联网模式下的竞争情报应用于产品创新之中,提出基于企业社交平台竞争情报分析的产品创新模式研究。利用“乐视超级电视”为案例,进行深度模拟分析,为企业进行产品创新构思提供了依据。首先,本文先对产品创新相关概念进行梳理,从产品创新的定义和传统的产品创新模式两方面入手进行分析,发现在产品创新中产品创新过程具有显著的模糊性和不确定性特征,并且产品创新的难度还表现在研发工程师并不了解用户的真实需求。基于以上原因,笔者引入竞争情报概念,对企业产品创新方式进行规划,为企业实施产品创新工作指明方向。其次,从竞争情报的相关理论和产品创新与竞争情报的相互关系进行研究,阐述利用竞争情报来减少由于产品创新过程中不确定性和模糊性造成的决策失误,并且深入分析产品创新对情报信息的需求情况以及竞争情报对产品创新行为带来的作用和影响。最后,以企业社交平台作为创新信息源来挖掘企业自身的产品信息和竞争信息。利用社交网络中用户对商品的评论中获取企业产品自身的情报并进行分析,指出创新产品的方向和需求;同样再利用企业社交网络平台挖掘和分析企业的竞争环境并且识别企业的竞争对手,以此来寻求产品创新的方法和策略。以乐视超级电视为例进行案例分析,模拟对其产品进行基于企业社交平台的竞争情报分析来挖掘产品创新思路,为企业进行产品创新提供实践指导。同时,对本文得出的结论及存在的不足进行了总结,指明了下一步的研究方向。
[Abstract]:With the continuous development of the economy, the market competition is becoming increasingly fierce. In order to survive and develop, enterprises must constantly enhance their competitiveness. The so-called competitive power is the competitiveness of enterprises. The competitiveness of enterprises can not be separated from the competition of products, or even the competition of enterprises is the competition of their products. Enterprises can survive in the fierce market competition only by constantly innovating their products. At the same time, The advent of the Internet era has also made social platforms widely used. Competitive intelligence based on enterprise social platform can provide a lot of data support for product innovation. This paper puts forward the research of product innovation model based on competitive intelligence analysis of enterprise social platform. Using "Letv Super TV" as a case, the in-depth simulation analysis is carried out, which provides the basis for the enterprise to carry on the product innovation idea. This paper firstly combs the related concepts of product innovation, analyzes the definition of product innovation and the traditional model of product innovation, and finds that the process of product innovation has obvious fuzzy and uncertain characteristics in the process of product innovation. And the difficulty of product innovation is that R & D engineers do not understand the real needs of users. For these reasons, the author introduces the concept of competitive intelligence to plan the way of enterprise product innovation. Secondly, from the relevant theory of competitive intelligence and the relationship between product innovation and competitive intelligence, the paper studies the relationship between product innovation and competitive intelligence. Using competitive intelligence to reduce decision-making errors caused by uncertainty and fuzziness in the process of product innovation is expounded. And deeply analyze the demand for information information of product innovation and the effect and influence of competitive intelligence on product innovation behavior. Finally, The enterprise social platform is used as the innovation information source to excavate the product information and the competition information of the enterprise itself, and to obtain and analyze the information of the enterprise product itself by the users' comments on the goods in the social network. Pointing out the direction and demand of innovative products, mining and analyzing the competitive environment of enterprises and identifying their competitors by using the enterprise social network platform, Take Letv super TV as an example to analyze the case, simulate the competitive intelligence analysis of its products based on enterprise social platform to excavate the idea of product innovation. At the same time, this paper summarizes the conclusions and shortcomings of this paper, and points out the next research direction.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.1;F426.6

【共引文献】