全景競(jìng)爭(zhēng)情報(bào)來(lái)自梅花信息的分享

CompetitiveIntelligence360°APanoramicViewinBusinessInformation全景競(jìng)爭(zhēng)情報(bào)R&DProductionHR&FinanceMarketingSalesStrategicPlanningTraditionalOrganizationStructure

傳統(tǒng)組織結(jié)構(gòu)CIFunctionCIR&DProcurement&PlanningMarketResearchAdvertising&PromotionCorporatePRSales&BusinessDevelopmentStrategicPlanningHumanResourceLegal&FinancePanoramicView

全景角度看競(jìng)爭(zhēng)情報(bào)AnotherViewInLayers

另一個(gè)層次化視圖Strategy戰(zhàn)略GeneralManagementStrategicPlanningMarketResearchOperation運(yùn)營(yíng)HumanResourceLegal&FinanceProcurement&PlanningSales&BusinessDevelopmentTactics戰(zhàn)術(shù)R&DAdvertising&PromotionCorporateCommunicationSensingInterpretingActingorReactingWhyisCIaffectingeveryoneinbusiness?為什么CI影響企業(yè)全員？CI’sBasicObjectiveinBusiness

競(jìng)爭(zhēng)情報(bào)工作的基本目標(biāo)MitigateThreats&Risks防范威脅和風(fēng)險(xiǎn)Exploit

Opportunities捕獲機(jī)會(huì)IdentifyingStrength&WeaknessisInternalObjective識(shí)別競(jìng)爭(zhēng)優(yōu)勢(shì)和弱點(diǎn)是內(nèi)部目標(biāo)

Objective&FunctionExamplesMatrix1

各職能部門(mén)和競(jìng)爭(zhēng)情報(bào)的關(guān)系舉例Functions防范風(fēng)險(xiǎn)捕獲機(jī)會(huì)GeneralManagement管理層新競(jìng)爭(zhēng)對(duì)手進(jìn)入市場(chǎng)新的法規(guī)政策影響宏觀經(jīng)濟(jì)影響（通脹，利率，貨幣政策）現(xiàn)有競(jìng)爭(zhēng)對(duì)手離場(chǎng)或轉(zhuǎn)變政府優(yōu)惠政策市場(chǎng)開(kāi)放進(jìn)程StrategicPlanning策略計(jì)劃行業(yè)結(jié)構(gòu)惡化（供應(yīng)商和渠道商數(shù)量減少，規(guī)模變大）原材料價(jià)格上漲新競(jìng)爭(zhēng)對(duì)手或者替代品出現(xiàn)更苛刻的法律法規(guī)供應(yīng)商和渠道商變?nèi)跣碌募娌⑹召?gòu)對(duì)象出現(xiàn)新的降低成本的技術(shù)和方法更寬松的法規(guī)和更優(yōu)惠的政策M(jìn)arketResearch(forbothquantitativeandqualitative)市場(chǎng)研究消費(fèi)者態(tài)度轉(zhuǎn)變購(gòu)買(mǎi)行為轉(zhuǎn)變口碑傳播份額降低市場(chǎng)份額降低新出現(xiàn)或增長(zhǎng)的需求顧客收入上升需求彈性降低HumanResource人力資源社會(huì)或行業(yè)工資水平上升競(jìng)爭(zhēng)對(duì)手加強(qiáng)招聘更多的從業(yè)企業(yè)（包括上下游）教育體系發(fā)展新的招聘渠道新的培訓(xùn)和職業(yè)教育資源競(jìng)爭(zhēng)對(duì)手的離職率增高Procurement&ResourcePlanning采購(gòu)和生產(chǎn)資源計(jì)劃原材料價(jià)格變動(dòng)季節(jié)性，偶然性和政治因素對(duì)需求影響潛在的供應(yīng)鏈斷裂關(guān)鍵供應(yīng)商的財(cái)務(wù)表現(xiàn)行業(yè)邊際回報(bào)大幅下滑制造技術(shù)升級(jí)產(chǎn)量增加帶來(lái)的邊際成本降低Objective&FunctionExamplesMatrix2

各職能部門(mén)和競(jìng)爭(zhēng)情報(bào)的關(guān)系舉例FunctionsMitigateThreatsExploitOpportunitiesLegal&Finance法務(wù)和財(cái)務(wù)行業(yè)內(nèi)訴訟量增加（包括競(jìng)爭(zhēng)對(duì)手）行業(yè)相關(guān)立法進(jìn)程消費(fèi)者保護(hù)條例的細(xì)化地方和部門(mén)的法規(guī)違約事件（包括競(jìng)爭(zhēng)對(duì)手）會(huì)計(jì)準(zhǔn)則（通用和行業(yè)）貨幣和資本政策變化應(yīng)收賬款債務(wù)人的變化規(guī)避法律風(fēng)險(xiǎn)的新實(shí)踐稅務(wù)豁免政策來(lái)自立法的行業(yè)保護(hù)（公司法，合同法，反壟斷法，知識(shí)產(chǎn)權(quán)法等）Sales&BusinessDevelopment銷售和業(yè)務(wù)開(kāi)拓競(jìng)爭(zhēng)對(duì)手攻擊渠道成員變化更多的競(jìng)爭(zhēng)對(duì)手市場(chǎng)飽和跡象新出現(xiàn)的大客戶新的客戶細(xì)分市場(chǎng)新的渠道和聯(lián)盟成員機(jī)會(huì)R&D研發(fā)競(jìng)爭(zhēng)對(duì)手或其他產(chǎn)業(yè)擁有了破壞性技術(shù)消費(fèi)者的價(jià)值感知構(gòu)成變化新的基礎(chǔ)技術(shù)突破消費(fèi)者趨勢(shì)Advertising&Promotion廣告和市場(chǎng)推廣競(jìng)爭(zhēng)對(duì)手的廣告活動(dòng)競(jìng)爭(zhēng)對(duì)手的新產(chǎn)品推出競(jìng)爭(zhēng)對(duì)手的市場(chǎng)促銷新的渠道和新媒體提升營(yíng)銷效率CorporateCommunication企業(yè)公關(guān)消費(fèi)者，媒體，政府和其他利益相關(guān)體對(duì)品牌聲望的感知變化公關(guān)危機(jī)事件（包括整個(gè)行業(yè)和上下游）新的行業(yè)事件和組織新媒體關(guān)系新的社會(huì)媒體主要內(nèi)容貢獻(xiàn)者KITs–StrategicIssuesKITs–KeyPlayersKITs–EarlyWarningUser&Contributor

每個(gè)人都是CI的用戶和采集者CIR&DProcurement&PlanningMarketResearchAdvertising&PromotionCorporatePRSales&BusinessDevelopmentStrategicPlanningHumanResourceLegal&FinanceCIfunctionplaysasahubofbothinternalandexternalinformationRequiredbydecisionmakingprocess;Mostofintelligencewillaffectmultiplefunctions;Mostorganizationsactindifferentpriorities;CIworkneedsdifferentprofessionalismandfacilities;Informationmustberecorded;EveryoneisuserandcontributorFunctionalpeopleareeasiertosensetheexternalchange;Functionalpeopleownstheknowledgetointerprettheinformation;Functionalpeoplearetheoneswhowillactorreacteventually.Howtomakeithappen?全景競(jìng)爭(zhēng)情報(bào)如何實(shí)現(xiàn)？ObstaclesofPanoramicCI

全景競(jìng)爭(zhēng)情報(bào)的障礙Organizational組織因素在職能團(tuán)隊(duì)中不充足的人力資源缺少激勵(lì)措施缺少來(lái)自管理層的支持擔(dān)心保密問(wèn)題Professional專業(yè)因素缺乏CI理念和方法的培訓(xùn)職能部門(mén)的思維定勢(shì)Efficiency效率因素競(jìng)爭(zhēng)情報(bào)工作規(guī)格是經(jīng)常變動(dòng)的缺乏為全員提供的足夠設(shè)施擔(dān)心過(guò)高的溝通和協(xié)作成本StepstoBuildaSharedCIWork

分步實(shí)現(xiàn)共享競(jìng)爭(zhēng)情報(bào)項(xiàng)目DefineObjectives&UserGroups確定目標(biāo)和用戶職能DefineSources確定信息源DefineCategorization確定信息分類DailyOperation日常作業(yè)Review&Optimization評(píng)估和優(yōu)化MeiHua’sInvolvementDefineObjective&UserGroups

確定目標(biāo)和用戶職能StrategicPlanning策略計(jì)劃MarketResearch市場(chǎng)研究InformationAnalysis信息分析CorporatePR企業(yè)公關(guān)Marketing營(yíng)銷Sales銷售KnowledgeManagement知識(shí)管理GeneralManagement管理層DefineSource(Secondary)

確定信息源（二手）ConsumerOrientedPress全國(guó)性和地方報(bào)紙興趣類雜志（消費(fèi)者相關(guān)）行業(yè)報(bào)TradeMedia行業(yè)期刊行業(yè)組織出版物行業(yè)網(wǎng)站GovernmentRelease政府網(wǎng)站統(tǒng)計(jì)公報(bào)InternationalResource行業(yè)研究機(jī)構(gòu)區(qū)域行業(yè)媒體InternetResource消費(fèi)者口碑傳播來(lái)源（論壇）媒體采編人員博客SpecialSource商情資源（價(jià)格）競(jìng)品廣告監(jiān)測(cè)DefineCategorization

確定分類法要點(diǎn)分類法要服務(wù)項(xiàng)目目標(biāo)和選擇的職能用戶；分類法最好分多層支持信息分到多類目類目設(shè)計(jì)可以隨時(shí)修改（添加，合并和分立）梅花方案可支持個(gè)人用戶訂閱不同分類組合DailyOperation–MeiHua’sCase

日常作業(yè)–梅花服務(wù)案例DifferentCompetitiveProposition,SamePlatformDailyOperation–MeiHua’sCase

日常作業(yè)–梅花服務(wù)案例Bi-lingualService/AlertingInformationDailyOperation–MeiHua’sCase

日常作業(yè)–梅花服務(wù)案例Re-exposuretrackingtoprovidePRbenchmarkingDailyOperation–MeiHua’sCase

日常作業(yè)–梅花服務(wù)案例FlexibleCategorization/CommentingSystemforintelligenceinterpretingDailyOperation–MeiHua’sCase

日常作業(yè)–梅花服務(wù)案例EmbeddedMessagingSystemtoProvideUserFeedbackDailyOperation–MeiHua’sCase

日常作業(yè)–梅花服務(wù)案例DataoutputandbackupDailyOperation–MeiHua’sCase

日常作業(yè)–梅花服務(wù)案例SpecializedIntelligenceSample:AdvertisingCampaignsDailyOperation–MeiHua’sCase

日常作業(yè)–梅花服務(wù)案例VisualCompliancewithCorporateNeeds/Web&DailyEmailHowabout1sthandintelligence?

如何處理一手信息？Still,theplatformhelpsusercirculate&archivetheinformationinternallyCIR&DProcurement&PlanningMarketResearchAdvertising&PromotionCorporatePRSales&BusinessDevelopmentStrategicPlanningHumanResourceLegal&FinanceMeiHua’sCIServiceSolution–MICE

梅花信息服務(wù)的競(jìng)爭(zhēng)情報(bào)項(xiàng)目客戶Weareservicingmorethan1,500seniorexecutivesfrom40+MNCs&ChinaCompaniesVisiting/micefordetailsMeiHua’sSuggestions

來(lái)自梅花信息的若干建議目標(biāo)：快速啟動(dòng)