基于微博的企业竞争情报应用研究

发布时间：2018-01-01 21:24

本文关键词：基于微博的企业竞争情报应用研究　出处：《西南科技大学》2017年硕士论文　论文类型：学位论文

【摘要】：科学技术的发展改变了传统的信息传播方式,从古代的鸿雁传书到现在即时的网络社交,多样的信息传播途径提供了多方多端的即时通讯,也丰富了人们的日常生活,尤其以微博为代表的网络社交平台,源源不断的推送出各个领域即时、公开、多样的海量信息,众多商家通过微博平台宣传新产品、发放优惠券、获取客户资源,而粉丝通过参与评论来发表自己的观点,这些海量的碎片化信息构成了获取竞争情报的新型情报源。另外,除了平台上丰富的信息资源,微博用户间的相互关注行为也构成了虚拟的人际社会网络,这对于研究网络间的信息传播规律,获取人际交流的隐形知识,开展竞争情报工作意义深远。尽管微博在获取竞争情报方面占据先天优势,但是同时也存在一些缺点,例如微博平台的信息缺乏系统性,信息更新快、动态性强,平台上虚假信息较多,微博博文简短形式多样等,这些不足增加了竞争情报获取的难度。因此,如何扬长避短,实现获取情报价值的最大化成为学术界研究的热点。本文首先在分析微博的特点、信息传播模式的基础上论证了微博作为企业竞争情报信息源、实现竞争情报搜集的可行性,其次通过分析采集信息模块,构建了采集竞争对手情报的系统框架,提出了采集竞争对手情报的主要模式,然后运用片断情报分析法和社会网络分析法对爬虫爬取的微博数据进行分析,并以乐视超级汽车的相关微博内容为分析对象进行实证,最后根据前文的分析结论和当前企业竞争情报面临的机遇和挑战提出了面向微博平台的企业竞争情报策略,旨在为今后企业竞争情报工作的深入研究提供借鉴。
[Abstract]:The development of science and technology has changed the traditional way of information dissemination, from the ancient Hongyan book to the present instant social network, a variety of ways to spread information to provide multi-terminal instant messaging. Also enriched the daily life of people, especially Weibo as the representative of the network social platform, a continuous stream of push out of various fields of instant, open, diverse mass of information, many businesses through Weibo platform to promote new products. By issuing coupons and gaining access to customer resources and by participating in comments to express their views, these vast amounts of fragmented information constitute a new source of intelligence for competitive intelligence. In addition to the rich information resources on the platform, Weibo users' mutual concern behavior also constitutes a virtual interpersonal social network, which for the study of the laws of information dissemination between the network, to obtain the hidden knowledge of interpersonal communication. Although Weibo has an inherent advantage in obtaining competitive intelligence, there are also some disadvantages, such as the lack of systematic information in Weibo platform and the rapid updating of information. Strong dynamic, more false information on the platform, short and varied forms of Weibo blog, these deficiencies increase the difficulty of obtaining competitive intelligence. Therefore, how to take advantage of the advantages and avoid weaknesses. The realization of maximizing the value of information has become a hot topic in academic research. Firstly, this paper demonstrates Weibo as the information source of enterprise competitive intelligence based on the analysis of Weibo's characteristics and information dissemination model. The feasibility of the collection of competitive intelligence is realized. Secondly, through analyzing the information module, the system framework of collecting the intelligence of the competitors is constructed, and the main mode of collecting the intelligence of the competitors is put forward. Then using the fragment intelligence analysis and social network analysis method to analyze the crawler crawling Weibo data, and Letv super car related to Weibo content as the analysis object for empirical analysis. Finally, according to the above analysis conclusion and the opportunity and challenge of the current enterprise competitive intelligence, this paper puts forward the enterprise competitive intelligence strategy facing the Weibo platform, in order to provide the reference for the further research of the enterprise competitive intelligence work in the future.
【学位授予单位】：西南科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G350;G206

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