Competitive intelligence work two big point of view comparison
In the "information theory" view, any information related to a competitor, even information related to a competitive market, is competitive intelligence. This is not without some justification. In fact, all of this information can indeed be "competitive intelligence" under certain conditions.According to the view of "function theory", competitive intelligence is a function that competitive enterprises should have to obtain information of competitors and competitive environment in time to assist decision-making. In this view, enterprises should establish and improve the mechanism and institutions of competitive intelligence, strengthen the education and training of intelligence awareness, and establish corresponding systems and processes to meet the intelligence needs of enterprise decision-making.Different viewpoints determine different methods of competitive intelligence.Enterprises with information theory pay close attention to the collection and arrangement of competitors and market information, the monitoring and order of network information, and the construction of enterprise information management platform. This has prompted some companies to buy a variety of competitive intelligence management system software.The functional enterprises began to establish corresponding competitive intelligence jobs and institutions, trying to establish intelligence collection, reporting and reward systems. Or to increase the training of competitive intelligence awareness, will be raised to the full competitive intelligence education. There are also some companies trying to turn to either explicit or covert investigation companies, detective companies, to do business as corporate spies.Due to the difference of cognition and means, enterprises adopt completely different steps and processes when introducing competitive intelligence. Some enterprises start with the purchase of competitive intelligence software system. They first purchase the competitive intelligence working platform of network informatization, and then structure their competitive intelligence working process and order according to the functions of the platform. Another way of introduction is to conduct intelligence awareness and knowledge training first, and then conduct demand analysis based on the business process of the enterprise, take the lead in carrying out competitive intelligence work in the most needed aspects or departments, and then popularize it. This has given rise to different models of how competitive intelligence systems are conceived:1. Graft or embed the competitive intelligence processing module on the original business system or office system, such as guangdong mobile.2. Develop competitive intelligence functions on enterprise websites or portals, including ordering a certain number of search services.3. Upgrade enterprise business systems, such as marketing information system, ERP, CRM, etc., and require developers to strengthen or modify the original functions to meet the requirements of competitive intelligence collection and processing. Because many manufacturers of financial, marketing, knowledge management systems have certain intelligence collection, analysis and sorting functions, especially for structured data analysis and data mining and other business intelligence modules.4. Some enterprises believe that the current competitive intelligence software in the market can only provide network information collection, and the intelligence analysis function still needs to be done by special personnel, so they focus on the reorganization of decision-making information mechanism and intelligence technical training. They would rather set up intelligence reporting and reward systems than buy software systems.
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