【摘要】：企業(yè)競(jìng)爭(zhēng)情報(bào)研究是市場(chǎng)激烈競(jìng)爭(zhēng)的產(chǎn)物，尤其是21世紀(jì)的世界政治、經(jīng)濟(jì)、社會(huì)和科技等變化迅速；國(guó)內(nèi)外市場(chǎng)競(jìng)爭(zhēng)日趨激烈，如何有效獲取競(jìng)爭(zhēng)對(duì)手情報(bào)以及抵御競(jìng)爭(zhēng)對(duì)手的情報(bào)活動(dòng)，已經(jīng)成為企業(yè)關(guān)注的焦點(diǎn)。傳統(tǒng)的情報(bào)分析方法已經(jīng)無(wú)法滿足企業(yè)的需求，還停留在靜態(tài)的分析方法上，已經(jīng)遠(yuǎn)遠(yuǎn)落后與日益激烈的信息戰(zhàn)，只有構(gòu)建即時(shí)的情報(bào)分析系統(tǒng)，才能使企業(yè)的情報(bào)工作成功。隨著Web2.0技術(shù)的發(fā)展及信息時(shí)效性的增強(qiáng)，為競(jìng)爭(zhēng)情報(bào)工作的開(kāi)展創(chuàng)造了機(jī)遇，運(yùn)用與日益發(fā)達(dá)的網(wǎng)絡(luò)技術(shù)相適應(yīng)的影子分析方法進(jìn)行競(jìng)爭(zhēng)情報(bào)工作恰恰可以實(shí)現(xiàn)動(dòng)態(tài)效果，提高競(jìng)爭(zhēng)情報(bào)的時(shí)效性和未來(lái)導(dǎo)向性，具有重要的現(xiàn)實(shí)意義。 本文首先對(duì)競(jìng)爭(zhēng)情報(bào)與影子分析的相關(guān)文獻(xiàn)進(jìn)行研究，從理論與運(yùn)用角度總結(jié)了前人的研究成果。詳細(xì)介紹了競(jìng)爭(zhēng)情報(bào)搜集的6個(gè)原則及其主要搜集方法，列舉出競(jìng)爭(zhēng)情報(bào)的三種分析方法：定標(biāo)比超法，SWOT分析法和財(cái)務(wù)報(bào)表分析法，并與影子分析進(jìn)行了簡(jiǎn)單的比較，得出運(yùn)用影子分析在社交媒體平臺(tái)進(jìn)行競(jìng)爭(zhēng)情報(bào)工作可以明顯提高其資源有效性，準(zhǔn)確性和客觀性。本文還進(jìn)一步對(duì)影子分析進(jìn)行了闡述，包括其主要組成部分影子團(tuán)隊(duì)的構(gòu)建，跟蹤模擬競(jìng)爭(zhēng)對(duì)手的影子計(jì)劃的制定。最后將大眾汽車公司（中國(guó)）作為研究對(duì)象，為其競(jìng)爭(zhēng)情報(bào)的工作建立了動(dòng)態(tài)模型，按照企業(yè)的需求分析，制定工作規(guī)劃，建立影子團(tuán)隊(duì)，模擬競(jìng)爭(zhēng)對(duì)手，分析對(duì)手戰(zhàn)略，實(shí)時(shí)調(diào)整自身發(fā)展策略，并同時(shí)進(jìn)行情報(bào)監(jiān)測(cè)--反情報(bào)工作，從而使企業(yè)的整個(gè)競(jìng)爭(zhēng)情報(bào)系統(tǒng)得到完善。 在競(jìng)爭(zhēng)情報(bào)工作中運(yùn)用影子分析法根據(jù)需求分析構(gòu)建出影子團(tuán)隊(duì)，運(yùn)用新浪微博確定競(jìng)爭(zhēng)對(duì)手通用汽車公司（中國(guó)），采用三角分析法對(duì)情報(bào)信息進(jìn)行搜集，通過(guò)新浪微博搜集競(jìng)爭(zhēng)環(huán)境信息，人際情報(bào)網(wǎng)絡(luò)與新浪微博收集通用汽車公司（中國(guó)）情報(bào)，運(yùn)用問(wèn)卷調(diào)查法搜集大眾汽車市場(chǎng)信息。運(yùn)用百度統(tǒng)計(jì)得出通用與大眾熱銷車型的客戶指數(shù)對(duì)比。在進(jìn)行競(jìng)爭(zhēng)情報(bào)工作的同時(shí)還為大眾公司構(gòu)建了情報(bào)監(jiān)測(cè)的循環(huán)工作流程圖，，用OPSEC指標(biāo)和維恩分析圖進(jìn)行情報(bào)監(jiān)測(cè)，最后根據(jù)影子團(tuán)隊(duì)搜集與分析的情報(bào)模擬通用汽車公司推理出其發(fā)展戰(zhàn)略，對(duì)競(jìng)爭(zhēng)情報(bào)系統(tǒng)進(jìn)行漏洞查詢并加以調(diào)整。 經(jīng)過(guò)實(shí)證分析為大眾汽車公司提出建議對(duì)策，開(kāi)展多元化的營(yíng)銷模式；對(duì)召回事件采取理性的公關(guān)預(yù)警，為企業(yè)樹(shù)立良好的誠(chéng)信服務(wù)形象；采用滿意定價(jià)策略；與中國(guó)本土企業(yè)合作生產(chǎn)發(fā)布低價(jià)品牌，占領(lǐng)低價(jià)市場(chǎng)。 本論文為大眾構(gòu)建的情報(bào)工作模型普遍適用于一般企業(yè)，可以為各企業(yè)下一階段的競(jìng)爭(zhēng)情報(bào)工作的開(kāi)展提供有益的參考。但本論文的研究有一定的局限性，在實(shí)際操作應(yīng)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.
【學(xué)位授予單位】：山西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F272

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