Hottest enterprise intelligence Series 2 Competiti

Enterprise intelligence Series 2: competitive intelligence foundation

now it is hot in the intelligence industry, but one direction to partially destroy the surface of the test piece is enterprise competitive intelligence, because it is closest to the user and is the most familiar. Now let's talk about something about enterprise competitive intelligence

basic definition of competitive intelligence

the basic definition of competitive intelligence is: in order to obtain market competitive advantage, a region or enterprise carries out legal intelligence research on the competitive environment and competitors, and carries out quantitative analysis and comparison in combination with the region or enterprise, so as to obtain strategies and methods to improve competitiveness

the total output value of the new material industry increased from 0.65 trillion yuan in 2010 to nearly 2 trillion yuan in 2015. It can be seen that competitive intelligence includes three elements, namely:

(1) the enterprise and its competitors

(2) competitive environment (including policy, market, technology, etc.)

(3) competitive strategy

China Europe cooperation project (eco-compass) ([2016] 92)

it is generally believed that competitive intelligence is different from other intelligence research or consulting in the following characteristics:

(1) clear pertinence

(2) strong antagonism

(3) credible scientificity

(4) highly resourceful

(5) effective practicality

main investigation and analysis methods adopted by competitive intelligence

(1) visit interview method: used to investigate the information of the enterprise and competitors

(2) retrieval method: mainly used to Collect competitor and market information

(3) Delphi method (expert investigation method): used to investigate the enterprise, competitors and market information

(4) fuzzy judgment method (Mathematical Statistics): used for qualitative to quantitative conversion processing of collected data

(5) analytic hierarchy process: used for modeling processing and quantitative analysis of collected data

(6) bid comparison method (bid comparison method): used to compare and analyze the advantages and disadvantages of the enterprise and its competitors

(7) situation analysis (SWOT): used to analyze the competitive situation and find countermeasures

(8) critical success factor method

(9) growth - market share matrix

(10) strategic group

(11) Porter's five competitiveness

(12) analysis of market maturity and market attraction, etc. ````

basic analysis theory of competitive intelligence

since the 1980s, after the efforts of Professor Michael Porter and many other professors in the United States for nearly 20 years, the competitive intelligence theory has gradually matured, A relatively complete theoretical system has been formed, which has laid a solid foundation for the emergence and development of competitive intelligence research theory. Competitive intelligence mainly involves the following basic analysis theories:

(1) the establishment and evaluation of competitiveness index system

(2) analysis of competitive products and competitor selection

(3) statistical investigation and analysis of market (and users)

(4) product price positioning analysis

(5) theoretical analysis of enterprise management

(6) comparative analysis of competitiveness

(7) analysis of competitive situation

(8) analysis of competitive advantage value chain

(9) reverse engineering analysis

(10) competitive intelligence computer network system analysis

the implementation process of competitive intelligence

competitive intelligence is not only the collection and analysis of intelligence information, but also the output, provision and use of intelligence products, namely competitive strategies or research reports, systems and systems. Therefore, it is actually a step-by-step and interrelated implementation process. To carry out or complete a competitive intelligence work can generally be divided into the following eight main stages

(1) investigate the enterprise: including establishing a competitiveness index system and investigating relevant data, determining key leading products that determine competitiveness, and screening major competitors

(2) research competitors: including using various legal ways to retrieve and collect various materials or publications, databases, participate in exhibitions (Sales) meetings, press conferences, exchange meetings, etc., and timely understand and comprehensively grasp the dynamic information of competitors

(3) investigate the competitive environment: including domestic and foreign markets, technological development level, national, regional, industrial policies and relevant laws and regulations, and understand the opportunities and threats of enterprise development

(4) quantitative comparative analysis: including the qualitative and quantitative comparison of various indicators between the enterprise and its competitors, involving data statistics, induction, screening, processing, calculation, ranking, and comprehensive analysis of strengths, weaknesses, opportunities, threats, etc

(5) formulating competitive strategies: including formulating the development strategy, product and price positioning, marketing strategy, management improvement plan, structural adjustment suggestions, etc. of the enterprise on the basis of comparative analysis, and completing the corresponding research reports and annexes

(6) establish an organizational system: including the establishment of a corresponding competitive intelligence system within the enterprise, which ensures that the enterprise can independently carry out continuous competitive intelligence work in the future, and become an important part of the enterprise strategic management system. It can be built in the planning, R & D and marketing departments, and should be attended by personnel from the information department. And it is best to be led by the main leaders of the enterprise

(7) establishment of computer system: including the establishment of competitive intelligence computer network system on the basis of enterprise information management system (MIS) or independently to collect, transmit, process and provide information, so as to make competitive intelligence information and modernization, and truly achieve tracking and early warning

(8) acceptance improvement: including establishing information files, soliciting user feedback, organizing expert acceptance, putting forward improvement opinions, formulating and implementing improvement measures, so as to ensure the quality of results and play a better role