What does not belong to the method of understanding competitors' information is
Baidu netizen 4e 1270d
More than 134 users adopted the answer of TA.
watch out for
Become the seventh fan
Nine methods of collecting competitor intelligence information 1. Literature investigation method obtains competitor information by collecting public publications, gray literature information and confidential literature information. The methods are as follows: (1) Inquire and borrow books, periodicals, magazines, newspapers, government publications, industry publications, industry yearbooks, research reports and other literature information from public information service institutions such as public libraries, archives and information centers, and extract and copy information about competitors; (2) Obtain competitor information by purchasing and obtaining official and unofficial publications related to the industry, subscribing to and browsing relevant newspapers, magazines and publications of industry associations; (three) through the relevant departments to access public files, industrial and commercial enterprise registration information, performance reports of listed companies, competitor product introductions, enterprise recruitment advertisements; (4) Obtain competitor information by purchasing credit investigation reports, industry research reports and competitive intelligence research reports produced by third-party organizations; (5) Obtain various literature information such as competitor's publicity materials, product introductions and advertising materials. By participating in exhibitions, job fairs and seminars; (6) Obtaining competitors' information by consulting relevant government departments (such as market supervision bureau), financial and securities market statistics and statutory information disclosure materials; (7) Obtaining competitors' technological research and development information through patent literature retrieval. These methods are commonly used in competitor intelligence gathering. 2. Search engine and network database Internet information collection is one of the most convenient and effective ways for competitors to obtain information. Generally speaking, search engines are the first choice for Internet information collection. With the help of scientific search strategies, methods and technologies and various search services provided by the network, valuable information can be found from the information ocean, which is convenient and fast, with wide coverage and large amount of information. Another important method of network intelligence collection is to use network database. 3. Tracking and monitoring methods of competitors' websites. Competitors' websites are the most important source of information for competitors, and you can get competitors' intelligence information by browsing competitors' websites frequently. In addition, you can also use various website information tracking and monitoring software to automatically monitor the website. 4. On-the-spot investigation and on-the-spot collection methods Field investigation and on-the-spot collection are the most important methods to collect competitive intelligence, and a lot of intelligence information cannot be obtained through open information sources, so it is necessary to conduct special investigations for specific intelligence needs. The investigation methods mainly include: field investigation, interview, distribution of questionnaires, collection of samples, etc. (1) observation method: observation method is a way to observe competitors from one side, such as observing whether the office of a competitor company is in a prosperous area or a suburb, observing the size and layout of the office building, observing the flow of people from the competitor company to and from work, the number and types of vehicles in the parking lot, etc. Infer the economic strength, scale, production capacity and employee income of competitor companies.
(2) On-the-spot investigation method: Through on-the-spot investigation, attending conferences, exhibitions, academic seminars, trade fairs, expositions, experience exchange meetings, press conferences of rival companies, etc. , you can get first-hand information in depth. For example, by visiting enterprises that have mastered advanced technologies and processes, we can collect valuable information. (3) Interview survey method: obtain information through interviews and telephone exchanges, for example, contact with competitors' users, inquire about competitors' product information and users' word-of-mouth evaluation of products, and contact with competitors' suppliers and distributors to obtain relevant information. This is an important way to obtain interpersonal information. Generally speaking, before an interview, it is necessary to make an interview plan, an interview outline, design the object, time, way of asking questions, various possible situations and countermeasures, and master a lot of interview skills. (4) Sampling survey method: Collecting physical information is a common method to obtain competitors' information, such as purchasing, leasing and exchanging, and mining competitors' product information through observation, measurement and testing. (5) Questionnaire survey method: collect intelligence information by distributing questionnaires to competitors' employees, industry practitioners, experts and scholars, customers, etc. The methods of distributing questionnaires include face-to-face survey, mailing questionnaire, distributing questionnaire by e-mail and online survey. The key of questionnaire survey method lies in the design of questionnaire and the choice of survey object. The content of questionnaire questions and the way of asking questions directly affect the effect of information collection. 5. Interpersonal information exchange method can often obtain information that cannot be obtained through public channels through interpersonal networks, such as timely understanding the planning information of competitors or potential competitors through various interpersonal relationships such as relatives, friends, classmates, teachers and fellow villagers, and timely understanding the price strategy, sales strategy and promotion strategy of potential competitors. The key to the great success of this method lies in the construction and accumulation of interpersonal networks, and establishing good relations with relevant departments, institutions and personnel in the industry is the premise and foundation for obtaining a large number of high-quality interpersonal information. 6. Expert consultation method seeks advice from industry veterans, business professors, relevant media writers, columnists, etc. They are often very familiar with the industry and may have very good opinions. Moreover, they come from a wide range of sources. More importantly, their competitors are very willing to contact them in order to get the support of experts, scholars and media people in the right to speak and publicize. Therefore, these senior people can thoroughly and comprehensively grasp the competitive environment and situation of the industry, and accurately analyze the current and potential competitors of the enterprise, as well as the competition and challenges these competitors pose to the enterprise. Therefore, it is a very important method to obtain intelligence information.
7. Entrusted consulting method helps to collect and analyze competitors' intelligence and purchase their intelligence products by entrusting professional intelligence collection and analysis institutions such as market research companies, credit reporting companies, information consulting companies and newspaper clipping services. At present, there are more and more consulting companies engaged in market research, competitive intelligence research and service. Some provide media monitoring services and media information analysis services, while others provide various services such as market research, credit survey, user survey, enterprise safety survey, competitor survey, industry survey and research. Under appropriate circumstances, enterprises can entrust these professional intelligence investigation and consulting institutions to collect and analyze competitors' information. 8, reverse engineering through the purchase of competitors' products or services, research on products or services, to obtain competitors' product information. This is a very effective method. As long as it doesn't violate relevant laws and regulations, you can obtain information for free through reverse engineering. Now the reverse engineering method has been extended to the understanding of competitors' services. For example, understand the investment tools, understand the opponent's service policies and quotations by purchasing insurance contracts, and so on. Some analysts found that purchasing a product from the same source on a regular basis, through the sampling analysis of the product serial number, we can see the production capacity of the opponent. Attention should be paid to the legality of reverse engineering, which requires: products are freely purchased in the open market; Where a production enterprise protects trade secrets by means of contract supply, contract lease, hire purchase, etc., it shall fulfill the provisions of the contract. 9. Comprehensive and Special Methods (1) Obtain competitor information by participating in various exhibitions or seminars. All kinds of trade fairs, order fairs, press conferences, industry academic seminars, etc. It is a platform for enterprises in this industry and related industries to gather, and it is the most important opportunity and place to obtain information. By attending these meetings, you can get a lot of documents, physical information, interpersonal information and so on. And can comprehensively use interpersonal communication, observation, investigation, photography, video and other methods and technologies to collect information and obtain information. (2) Other special methods: customers of competitor companies purchase competitors' products for information acquisition and intelligence collection; Obtain intelligence information through cooperation with competitors; Obtaining information by obtaining waste from rival companies; Obtaining information by contacting employees of competitors, hiring employees or former employees of competitors; Obtaining information by employing former employees of rival companies; Obtain information through aerial reconnaissance, etc. We should pay attention to these special methods: they must be carried out within the framework of law and professional ethics, and all kinds of illegal ways and means, such as eavesdropping, stealing, using conspiracy and extortion, buying off competitors' employees, stealing videos, creating false identities, tracking competitors' employees and so on, should be avoided and eliminated.