本文選題：競爭對手分析　切入點(diǎn)：廣告信息　出處：《華東師范大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：在當(dāng)今市場競爭激烈的背景下,對各企業(yè)構(gòu)成威脅之一的就是競爭對手,企業(yè)要想保持競爭優(yōu)勢或者提升行業(yè)競爭地位,必須做到時(shí)刻感知市場變化,監(jiān)控競爭對手,充分評價(jià)競爭對手的實(shí)力并掌握其戰(zhàn)略變化動(dòng)向。在倫理、法律的諸多限制下,企業(yè)應(yīng)該更加看重公開渠道的競爭對手信息利用。廣告信息具有獲取方便、信息量豐富以及目的性明確等特征,可以作為競爭對手分析的重要信息源,其利用意義和方法值得深入探究。 本文在深入論證廣告信息與競爭對手分析工作的契合性的基礎(chǔ)上,構(gòu)建了面向競爭對手分析的廣告信息工作框架,以求對廣告信息這一蘊(yùn)含了豐富的競爭對手情報(bào)的信息源進(jìn)行充分和高效的利用。 首先,本文回顧了國內(nèi)外的相關(guān)理論,介紹了本文的研究背景、研究目的、研究方法。在緊接著的兩章里,本文以經(jīng)典的競爭對手分析的理論和廣告信息的基本理論為理論基礎(chǔ),分別對競爭對手分析和廣告信息的重要方面進(jìn)行探討,為下文從廣告信息出發(fā)分析競爭對手的理論論述部分做鋪墊。本文接著在前兩章理論的鋪墊下,深入地探究了廣告信息與競爭對手分析的關(guān)聯(lián),在討論了作為競爭情報(bào)源的廣告信息的重要性、特征、工作難點(diǎn)之后,進(jìn)而分類剖析了透過廣告信息可以得到的競爭對手情報(bào)類別,在說理性論述的同時(shí)輔以實(shí)證研究。接著,本文構(gòu)建了面向競爭對手分析的廣告信息工作框架,并以麥當(dāng)勞公司為例,為公司構(gòu)建了以競爭對手肯德基公司為對象的廣告信息分析框架,驗(yàn)證了本文自建框架的實(shí)際應(yīng)用價(jià)值。 本文通過理論分析、實(shí)證研究以及案例分析,對面向競爭對手分析的廣告信息利用工作提供了相關(guān)的理論支持和具體工作框架流程,希望可以對企業(yè)的競爭對手分析工作提供一定的幫助,并為企業(yè)提高以廣告信息為代表的公開信息源利用率起到一定推動(dòng)作用和借鑒價(jià)值。
[Abstract]:Under the background of fierce market competition, one of the threats to the enterprises is the competitors. In order to maintain the competitive advantage or enhance the competitive position of the industry, enterprises must always perceive the changes of the market and monitor the competitors. Fully evaluate the strength of competitors and grasp the trend of strategic change. Under the limitations of ethics and laws, enterprises should pay more attention to the use of open channels of competitors' information. The characteristics of abundant information and clear purpose can be used as an important source of information for competitors' analysis, and its utilization significance and methods are worth further exploring. On the basis of deeply demonstrating the correspondence between advertising information and competitors' analysis, this paper constructs a framework of advertising information work oriented to competitors' analysis. In order to make full and efficient use of advertising information, which contains abundant rival information. First of all, this paper reviews the relevant theories at home and abroad, introduces the research background, research purposes, research methods. Based on the classical theory of competitor analysis and the basic theory of advertising information, this paper respectively discusses the important aspects of competitor analysis and advertising information. Next, this paper explores the relationship between advertising information and competitors' analysis in the first two chapters. After discussing the importance, characteristics and difficulties of advertising information as a source of competitive intelligence, this paper classifies and analyzes the categories of competitor intelligence that can be obtained through advertising information, and then it is accompanied by empirical research. In this paper, we construct a framework of advertising information analysis for competitors, and take McDonald's Company as an example to construct an advertising information analysis framework for the company, which takes the rival KFC Company as the object. The practical application value of the self-built framework is verified. Through theoretical analysis, empirical research and case analysis, this paper provides relevant theoretical support and specific work framework flow for the use of advertising information for competitor analysis. It is hoped that it can provide some help to the analysis of competitors and promote the utilization of open information sources represented by advertising information.
【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F713.8;F719.3

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 黃曉斌;柯麗;;網(wǎng)絡(luò)廣告在企業(yè)競爭情報(bào)研究中的應(yīng)用[J];圖書與情報(bào);2008年04期

2 董焱;符隆美;;門戶網(wǎng)站廣告的內(nèi)容分析方法研究[J];東南傳播;2008年02期

3 何志榮;;馬太效應(yīng)——消費(fèi)者與廣告信息不對稱之原因分析[J];消費(fèi)導(dǎo)刊;2007年05期

4 許玲玲;運(yùn)用專利分析進(jìn)行競爭對手跟蹤[J];情報(bào)科學(xué);2005年08期

5 劉冰;;基于競爭情報(bào)的企業(yè)競爭對手跟蹤與監(jiān)測研究[J];情報(bào)科學(xué);2007年12期

6 王曰芬,甘利人;競爭對手的情報(bào)研究[J];情報(bào)理論與實(shí)踐;2001年04期

7 何佳訊;廣告信息傳播研究[J];情報(bào)理論與實(shí)踐;1994年03期

8 張效赤;廣告情報(bào)源的初步研究[J];情報(bào)雜志;1993年04期

9 楊文霞,蘇永;試論廣告情報(bào)與企業(yè)營銷[J];情報(bào)雜志;1994年02期

10 趙定W，

本文編號(hào)：1560224