节点文献
基于企业竞争情报的营销策略研究
A Research of Marketing Strategy Based on Competitive Intelligence
【作者】 陈卓群；
【导师】 夏立新；
【作者基本信息】 华中师范大学 ， 情报学， 2009， 硕士
【摘要】 随着经济全球一体化的形成,企业之间的竞争已变得越来越透明。竞争不断加剧,企业若要在激烈的竞争中取得优势,营销策略制定的成败起着至关重要的作用。而在以市场为导向的今天,竞争情报把握着企业营销策略的方向,利用竞争情报资源对企业的发展作出诠释,从而得出更为有效的营销策略。所以若让企业营销策略制定的准确、可行,就一定要充分发挥竞争情报的效用。伴随着企业竞争对手的不断增多和市场竞争的逐步规范化,使竞争情报在企业中的影响成为现在热议的话题,许多学者专家对此都进行了不同角度探讨。本文以文献查找、归纳总结为基础,首先,通过介绍竞争情报和营销策略的相关概念知识,同时重点阐述了竞争情报在营销策略制定中的应用;其次,归纳总结了影响企业制定营销策略的因素,针对竞争情报对企业营销策略制定的影响提出了自己的理解和想法,并构建了在竞争情报环境下制定营销策略的模型;最后本文通过典型的案例对模型进行试验,并在实践中检验了企业在竞争情报环境下的营销策略制定的策略方针。
【Abstract】 With the formation of globalization of world economy, Competition among enterprises has become transparent increasingly. The success or failure of marketing strategy plays a vital role in business competition. Competitive intelligence holds the direction of marketing Strategy, Through the use of competitive intelligence resources to make the interpretation of the development of enterprises, we can more effective marketing strategy. The effectiveness of competitive intelligence should be bringing into play for developing an accurate and feasible corporate marketing strategy.It become a hot topic that competitive Intelligence impact in the enterprise by the increasing of corporate competitors and the gradual standardization of market competition, many scholars have carried out this in different views. This article based on a literature search and summarize, first of all, it introduced competitive intelligence and marketing strategies, focuses on the development of marketing strategy in the application; Secondly, Summed up the impact of enterprise marketing strategy factors, understanding of my own on the impact of competitive intelligence to the business marketing strategy, and constructed a Marketing Strategy Model in the environment of Competitive Intelligence. At last, shifting from the theoretical study to actual combat, using the competitive intelligence theory and practical experience in business, how do companies use competitive intelligence to develop an effective marketing strategy has bean disserted by combined a cases. At last, it tested the model with a typical case, and proved the Marketing strategy in the environment of Competitive Intelligence.