competitive intelligence.竞争情报

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1、CI研究：没有结构化问卷不是定性IDI，也非定量访问。但更偏重定性一些不用于Adhocresearch的一种研究Competitiveintelligenceisathoughtful,organizedandcreativeprocessofacquiringrelevantcompetitivedataanddistillingitintoactionableintelligencetosupportadecision.CIistheARTof:Deliveringthatknowledge(intelligence)toclienttosupportthemarketstrategy

2、.Findingoutthethingsourcompetitorsdon’twantustoknowFiguringoutwhatthosethingsmeantoSPUnderstandcompetitormotivationsPredictcompetitorbehaviorGaincompetitiveadvantageWepracticeCIto:Wininthemarketplace!LMCUnderstandingofCIStudy竞品信息(CI)通过深度的、严密的和创造性的分析，对市场竞品环境进行全面监测，从而为领导层战略决策提供依据。CI是一门艺术：把这些信息传递给客户，

3、为客户做出市场决策提供依据发现竞争对手不希望我们知道的信息理解这些信息对我们的意义了解竞争对手的动机预测竞争对手的行为获取竞争优势我们将CI用于：赢得市场LMC对收集竞品信息的理解UnderstandwhattheymeanFindthebehindsuccessConsultationPlanningSecondarySourcesPrimarySourcesDisseminationAnalysisDecisionMakerTelleveryonewhoneedstoknowUsetheintelligencethedecisionthekeyintelligenceareaIdent

4、ifythekeyintelligenceissuesDuetothestrategicimpactoftheproject,werecommendthisprojecttobeaninteractivelearn-act-improveprocesstogetbestmarketandcustomerinsightswhichcanreallyhaveanimpactonbusinessresults.FunctionalCIProcess理解竞品信息的意义寻找成功背后的原因咨询计划二手资料一手资料传播分析决策者告知每一个需要知道的人使用竞品信息作出决定关键的竞品信息范围确立关键的竞品信

5、息问题由于项目的战略影响，LMC建议将把本次项目看做是一个能互动的学习-行动-提高的过程，从而深刻地洞察市场和客户，以便对武汉维斯第的商业决策产生有益帮助。竞品信息分析过程Primaryresearch:In-depthbusinessinterviewsSecondaryresearchAnalysis&RecommendationsbyLivingstonMarketConsultants20%ofdata80%ofdataExecutiveinterviewswith:Sales,marketing&productmanagers,medicalstaffinthecompanyD

6、istributors/PromotionAgenciesCompetitorexitemployeeIndustryexpertServeasbenchmarkforrestofresearchprocessLearnaboutindustry,competitorsandintervieweebackgroundNeedtoknowthejargonsoftheindustryandlatestmovesintheindustrytoestablishconfidencelevelsand“peer-to-peer”discussionIdentifynewinterviewtarge

7、tsPrepareintroductionforinterviewsTovalidateandclarifythecompetitors’activities(registration,clinicaltrials,marketingactivitiesandsalescoverage).Interviewswiththoughtleadersinthebusinesstoobtaininformationthatwil