First, the choice of information channels.
The development channels of enterprise informatization are various, which can be summarized as follows:
1.？ foreign personnel
At present, many enterprises have sales and purchasing personnel running around all the year round. While selling products and purchasing raw materials, these people can learn about the market information, product quality information and user demand information of many commodities. If they are given two jobs, they are both sales clerks and information clerks. Consciously collecting, sorting out and sending back this information in time will play an extremely important role in adjusting production direction, transforming old products, developing new products and promoting product sales. Enterprises can also send special personnel to hold regular and irregular user forums, or conduct special market research on certain issues, analyze the market situation, and obtain some special information.
2. Get information from competitors
The competitors targeted by enterprises are generally relatively strong manufacturers in the same industry, which pose a direct threat to themselves. These manufacturers are often in a leading position in technology, products and management, and they have grand development strategies and unique business strategies. Therefore, for enterprises; Competitors contain a lot of information related to their own survival and development. Only by mastering this information can we "know ourselves and ourselves". However, in order to obtain competitors' information, we can't take illegal or immoral means such as theft and fraud, but must use blameless open and legal means to obtain useful information. Generally, we can start from the following aspects: collecting the information of competitors' past or present employees; Collect information from individuals or units that have business dealings with competitors; Collect information from conversations with competitors; Visit a competitor's factory or visit a competitor indirectly through a third party; Analyze the other product, dissect, test and restore process; Collect information from competitors' public publications, documents, product manuals, technical materials and advertising materials provided to users with products.
3. Relying on the big information network
In general, small and medium-sized enterprises and township enterprises cannot establish their own independent information networks. However, with the development of commodity economy in recent years, China's financial system has set up specialized information institutions, especially industrial and commercial banks at all levels, and has a relatively sound information network and modern means of information collection and transmission throughout the country. Starting from the needs of currency circulation and credit work, they have a large number of systematic and important economic intelligence and information on the production, supply, marketing and operation of all enterprises in industry, commerce, trade and agriculture. Therefore, it is an important channel for small and medium-sized enterprises and township enterprises to establish a certain range of information retrieval relations with banks at all levels. In addition, in recent years, some economic entities specializing in information have appeared in various places. Such as information development companies and consulting service centers. There are government-run, private, national, local, comprehensive and professional. Most of them have their own information networks and channels, and hold a lot of production, supply and sales information. Small and medium-sized enterprises and township enterprises can also use these ready-made information networks to strengthen their ties with these large-scale information networks and obtain a lot of useful information.
Get information from the business sector
The commercial department directly deals with consumers and users, and has the most timely and clear understanding of market supply and demand, changes in consumer demand, customers' opinions on products and users' requirements for production enterprises. It can be said that the counter is the information window of market dynamics, and the salesperson is not only the "insider" of customer psychology, but also the "thermometer" of market dynamics. If an enterprise has established a close relationship with the commercial department connecting production and sales, it can obtain a lot of economic information and product feedback information. There is a luggage factory in the northeast, which produces handbags and suitcases. The sales volume is very poor, and the factory has a hard time. The shop made a request to the factory. "We can enter the goods in your factory as usual, but on one condition, as factory directors and technicians, you must stand in front of the counter." The factory director thought; What is this condition? So he led five technicians to the store and stood in front of the counter for a month. Standing on the counter, they found the direction to improve the quality of luggage, which made them feel confused and the production turned around.
5. Use various professional meetings to collect relevant information.
The main forms are order fairs, trade fairs, dispatch meetings, etc., from which various business information can be collected. The ordering meeting is generally held by El according to the industry. Manufacturers in the same industry gather together, production and demand are directly connected, and the information is very concentrated, including both macro information of the industry and micro information of manufacturers, as well as feedback information from subscribers on the products, services and word-of-mouth of enterprises. Any enterprise should strive to participate in various forms of order fairs held at all levels, which is a good opportunity for enterprises to capture information without delay. Fair is a mirror reflecting the market dynamics, so it is also an important way to collect information.
6. Hire a part-time information officer
Hiring part-time information workers in some large and medium-sized cities, or in major product markets, raw materials producing areas and places where scientific research institutions are located, is another effective way for enterprises to collect information. Part-time information officer is in a big city. He is familiar with the earth, and the nature of his work is usually related to the product market. He has a wide range of information sources and many communication channels. He only needs to pay proper remuneration, and sometimes his work effect is better than that of full-time information officers and salesmen in enterprises.
7. Payment information collection
Enterprises can publish advertisements soliciting information for a certain management problem, such as purchasing raw materials and seeking to solve technological problems. People from all walks of life are welcome to provide technical and market information. Once the collected information is adopted by the enterprise, or after receiving economic benefits, it will be rewarded according to the pre-agreed reward method, or given a one-time appropriate reward according to the quality and expected value of the information provided. This way can effectively mobilize social forces to develop information, with a relatively large scope and strong pertinence, and often get twice the result with half the effort.
8. Use newspapers and radio
Enterprises can often use the information transmission channels of newspapers, radio and television, that is, through news and advertisements to obtain or disseminate important information, and obtain unexpected economic effects. At present, many newspapers provide information for all kinds of readers, such as market news, economic information news, scientific and technological information news and so on. These newspapers have a large amount of information and low cost, and can observe all aspects of the social market. So we should make good use of periodicals and magazines. In addition, enterprises should learn to advertise, but they should also be good at absorbing advertising information from radio and television, and be careful everywhere not to let useful information slip through their noses and ears. Furthermore, enterprises should actively subscribe to professional journals, broaden their horizons and keep informed.
9. Contact by phone and letter
Telephone delivery and letter delivery are very simple and fast, and the cost is relatively low. Some information consulting companies or information service centers collect and store different kinds of information, and some large and medium-sized enterprises often have their own information systems. If you need to ask these units for relevant information, a phone call or a letter may solve the problem.
10. Collect information with the competent authorities.
The ability of an enterprise is limited, and so is the source of information. Going to the competent department of the enterprise to ask for relevant information, or joining hands with the competent department, will greatly improve the ability of the enterprise to collect information. Due to the administrative height of the competent department, it has direct business contact with the higher competent department. Therefore, information sources are extensive, information content is accurate and reliable, and information transmission channels are fixed and timely. Generally, information can be freely requested from the competent authorities. This is an economical enterprise information collection and transmission method.
As far as the present situation of Chinese enterprises is concerned, information work is still a weak link in management activities. In order to give full play to the role of "information navigation", we must attach importance to the development of information resources, improve the utilization rate of information, and maximize the economic value contained in various information. An important aspect of the management art of an entrepreneur and manager lies in whether he can develop and use information most effectively.
Second, the information channel analysis of good and evil
Information channel is the information channel used by people in the process of information exchange, that is, the way of transmitting and receiving information. People have different requirements for information channels because of different information contents or communication purposes. Information channels can be classified from different aspects, for example, from the degree of openness, they can be divided into two types: open and closed; From the degree of audience participation, it can be divided into cold media and hot media; From the mobility of information terminals, it can be divided into fixed and mobile; From the service area, it can be divided into regional type and global type; From the bearing of information content, it can be divided into single media and multimedia. As far as the information channel itself is concerned, there is no question of good and evil, but when different information content flows through different information channels, it will have an impact on the interests of both parties and even social interests. In this case, we can evaluate good and evil. The problem of good and evil of information channel is caused by the information content given to it by the actor, which is different from analyzing good and evil simply based on whether the information content is harmful or not.
An open information channel refers to an information channel whose information circulation is not limited to a specific communication object. When the two sides interact through such channels, others can also learn about the information they interact with, such as newspapers, radio, television and other mass communication channels, which are all open information channels, and their communication characteristics are that one sender corresponds to multiple receivers. Generally speaking, an open information channel has a certain capacity limit, and people will occupy part of its capacity in the process of information exchange, thus forming a contradictory relationship. This is because, on the one hand, although the development of information technology can continuously improve the capacity of information channels, this improvement is not unlimited; On the other hand, from the perspective of information recipients, people's ability to accept information is limited, which determines that the total amount of information channels used by people is limited. The occupation of public information channels involves the interests of both parties to information exchange and the public. It is immoral for individuals or organizations to interfere, destroy or occupy open information channels. Closed information channels refer to information channels whose information circulation is limited to specific communication objects, such as letters, telephone calls, e-mails, etc. Its communication feature is that one sender corresponds to one receiver. The information transmitted by closed information channels is often private and should be respected and protected. It is immoral to infringe on closed information channels.
Cold media and hot media are divided by marshall mcluhan, a Canadian master of communication, according to the different clarity of the media on human sensory stimulation and the different requirements for the participation of the comforted and ridiculed. Because different information channels use different information media, we also distinguish them according to the characteristics of information channels. Mcluhan believes that cold media refers to a kind of media with low clarity for a certain sensory organ, such as comics, manuscripts, telephone, television, spoken language and so on. Because of the low clarity and completeness of its information, it needs the active participation of information recipients and their imagination to fill the gap left in information dissemination. Hot media refers to photos, printed matter, radio, movies and other media that extend to a certain sensory organ in high definition. Because of the high clarity and integrity of its information, it needs less participation of information recipients and does not need to use imagination to recreate information. The division of cold media and hot media is relative, and people can choose to use them according to different communication purposes. The evaluation of the good and evil of their behavior depends on the specific situation. Here, we just master an analysis method of information channels.
Fixed channel refers to the information channel in which the terminals sending and receiving information are in a fixed state, such as fixed telephone (fax), cable broadcasting, cable TV and network terminals. Strong anti-interference ability; Mobile channel refers to the information channel in which the terminal sending and receiving information is in a moving state, such as wireless telephone, wireless telegraph, wireless broadcast and wireless TV. , poor anti-interference performance. Regional and global information channels are different in service areas mainly because of the different connectivity of information channels. Regional information channels can only circulate information in a certain area, such as internal telephone network, computer local area network, cable radio and television network, etc. Global information channels can realize information circulation on a global scale, such as international telephone network, computer internet, satellite radio and television network, etc. Single-media and multi-media channels are mainly the differences of information content forms formed by the technical characteristics of information channels. The information content of a single media channel can only be expressed in a single form, such as a single voice, text, image, etc. The information content of multimedia channels can include various forms of expression. For example, with the development of computer multimedia technology, different information forms such as voice, text and image are presented at the same time and can be processed. The distinction between these types of information channels is not obvious in the evaluation of people's information behavior. It has potential and complexity, which requires people to conduct a comprehensive moral evaluation according to the specific behavioral elements in the process of information exchange.