基于企业竞争情报的营销策略研究

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1、#*q——第中钎鬣火警硕士学位论文％镕——叁主尘些童垒造垫鱼鲎堡錾垒堕峦学位申请人姓名：睦主垄中请硕士学位类别：全旦型塑主申请学位专业方向：壁拯璺指导教师姓名：基塞盘煎筮⑨硕士学位论文MASTER。STHESIS中文摘要随着经济全球一体化的形成，企业之间的竞争已变得越来越透明。竞争不断加剧，企业若要在激烈的竞争中取得优势，营销策略制定的成败起着至关重要的作用。而在以市场为导向的今天，竞争情报把握着企业营销策略的方向，利用竞争情报资源对企业的发展作出诠释，从而得出更为有效的营销策略。所以若让企业营销策略制定的准确、可行，就一定要充分发挥竞争情报的效用。伴随着企业竞争对手的不断增多

2、和市场竞争的逐步规范化，使竞争情报在企业中的影响成为现在热议的话题，许多学者专家对此都进行了不同角度探讨。本文以文献查找、归纳总结为基础，首先，通过介绍竞争情报和营销策略的相关概念知识，同时重点阐述了竞争情报在营销策略制定中的应用；其次，归纳总结了影响企业制定营销策略的因素，针对竞争情报对企业营销策略制定的影响提出了自己的理解和想法，并构建了在竞争情报环境下制定营销策略的模型；最后本文通过典型的案例对模型进行试验，并在实践中检验了企业在竞争情报环境下的营销策略制定的策略方针。关键字：竞争情报营销策略策略模型AbstractWiththeformationofglobalizat

3、ionofworldeconomy，Competitionamongenterpriseshasbecometransparentincreasingly．TheSuccessorfailureofmarketingstrategyplaysavitalroleinbusinesscompetition．CompetitiveintelligenceholdsthedirectionofmarketingStrategy，Throughtheuseofcompefitiveintelligenceresourcestomaketheinterpretationofthedeve

4、lopmentofenterprises，wecanmoreeffectivemarketingstrategy．Theeffectivenessofcompetitiveintelligenceshouldbebringingintoplayfordevelopinganaccurateandfeasiblecorporatemarketingstrategy．ItbecomeahottopicthatcompetitiveIntelligenceimpactintheenterprisebytheincreasingofcorporatecompetitorsandtheg

5、radualstandardizationofmarketcompetition，manyscholarshavecarriedoutthisindifferentviews．Thisarticlebasedonaliteraturesearchandsummarize，firstofall，itintroducedcompetitiveintelligence．andmarketingstrategies，focusesonthedevelopmentofmarketingstrategyintheapplication；Secondly，Summeduptheimpacto

6、fenterprisemarketingstrategyfactors，understandingofmyownontheimpactofcompetitiveintelligencetothebusinessmarketingstrategy，andconstructedaMarketingStrategyModelintheenvironmentofCompetitiveIntelligence．Atlast，shiftingfromthetheoreticalstudytoactualcombat，usingthecompetitiveintelligencetheory

7、andpracticalexperienceinbusiness，howdocompaniesusecompetitiveintelligencetodevelopaneffectivemarketingstrategyhasbeandissertedbycombinedacases．Atlast，ittestedthemodelwithatypicalcase，andprovedtheMarketingstrategyintheenvironmentofCompetitiveIntelli