With the rise in competitive intelligence in the United States, Japan and other Western countries, the new competitive tools of competitive intelligence have gradually been known. To maintain the continued competitive competitiveness of the company, countries have begun to pay attention to competitive intelligence. To take competitive intelligence strategies and tactics, you should first establish an enterprise competitive intelligence system within your business. What should managers do?
What is the internationally renowned competitive intelligence expert of competitive intelligence systems, and former US Competitive Intelligence Practitioners, John Prescott, John Prescott, believes: "Competitive Intelligence System is a formal and informal operational process in sustained evolution. Combined enterprise management subsystems, its main function is to assess key development trends for corporate organizations and members, tracking unconnect changes, grasp the evolution of industry structure, and analyze the ability and trend of existing and potential competitors, thus Assist in companies to maintain and develop competitive advantage. "From Plester's definitions, we know that competition intelligence systems means the maintenance and strengthen of overall competitiveness, it is supported by the support of corporate strategic decision-making, and this Support is based on the surveillance research of various aspects of the enterprise and industries. In competitive intelligence work, competitive intelligence systems include three elements: people, intelligence and computer systems. "People", not only from professionals engaged in competitive intelligence, but also other people from enterprises; not only "people" entities, but also refer to people's ideological concepts and intelligence awareness. In the implementation of business competitive intelligence, people are the most important factors. As early as Japanese intelligencers in the 1980s, they made an argument of "people are the most important intelligence". People in the enterprise are the most important intelligence sources. Each employee has a more or less competitive intelligence, which is an important task in the intelligence system of these intelligence income. At the same time, people are also the main ways of intelligence communication. The transmission of intelligence is to spread through various means and carriers in the crowd. It lacks people's participation, and the transmission of intelligence cannot be formed. How to organize intelligence in the crowd, it is An important issue that the competitive intelligence system needs to be solved. Finally, people are the final auditors of competitive intelligence, establish competitive intelligence systems, and we need to get a variety of intelligence, but there are targeted strategic and tactical intelligence, the formation of these intelligence, and the competitive intelligence system The person is completed. intelligence. In the MIS (Management Information System) era of enterprise management, it is emphasized that the management of information is, but today, with the increase in the amount of information and market competition, the company is increasingly focusing on intelligence management. We can define "intelligence" as information about the development and strategy of enterprises, which is a subset of "information". During the operation of the competitive intelligence system, the intelligence is the center of the job, and the management of intelligence has laid the basis of this work. computer system. When establishing a competitive intelligence system, we should use the most advanced information management technology of this era. Computer technology, which can be easily managed through various formats of various types of massive intelligence through computer systems. Those duplicate labor. At the same time, the computer system provides great convenience to our intelligence collection, finishing, analysis, and dissemination, no computer competitive intelligence system is unimaginable in this era.
How to establish a competitive intelligence system competitive intelligence system is based on the company's competitive understanding, and we should have a prominent requirement: maintain and improve the competitiveness of enterprises. According to American J. Saarelaine, the competitive intelligence system is established and the actual situation of my country, we believe that the establishment of competitive intelligence can have the following steps: 1. The determination of competitive intelligence needs; competitive intelligence system, as the name suggests, should be a system established for competitive intelligence. We have to play the role of this system, you should first clarify what this system is doing. In general, competitive intelligence systems is to maintain the stability of enterprise development, maintain decision support systems established by maintaining corporate competitive advantages and corporate strategy. Therefore, the usual intelligence requirements are: market environmental intelligence, decision-making intelligence, strategic intelligence, etc. At the same time, there will be some special intelligence requirements for different enterprises, such as during the Olympics, sports supplies may have a strong demand for athlete supplies in the sports meeting. Therefore, the company's competitive intelligence system should first confirm the demand for competitive intelligence when it is established. In general, the demand for competitive intelligence has the management of the enterprise, and during the establishment and operation of the competitive intelligence system, management should not intermittently provide information feedback and demand to competitive intelligence staff. 2. Establishing a Competitive Intelligence System (CIS) to establish a competitive intelligence system within an enterprise, it is a strategic project that often needs to be confirmed from the upper floor. After the competitive intelligence demand is inspected, we should make a corresponding plan, list the necessity of competitive intelligence system and establish a desired condition for the establishment of a competitive intelligence system, and report the consent of the enterprise. 3. In order to establish a competitive intelligence system to establish a project team to use the project's way to use the project, he believes that the establishment of a project-based competitive intelligence system can make the competitive intelligence system and the company's strategic planning; Provide solutions for specific competitors and issues; effective management in a more comprehensive system; improve the effectiveness and efficiency of data management; provide suggestions with operability. The method of introducing project management in a competitive intelligence system may be the best way to build a competitive intelligence system. 4. Determining the elements of the Competitive Intelligence System (CIS) competitive intelligence system have certain universality, people, intelligence and computer systems are the elements of competitive intelligence systems. However, for different competitive intelligence systems, the composition of the elements is also different. Taking the "person" in the system as an example, different enterprise competitive intelligence systems require different personnel, and the research-type enterprise and commercial circulation enterprises are certainly different. Importantly, we must fully recognize that competitive intelligence system elements should be based on organizational strategic support, corporate competitive advantage. 5. Describe the management of the system documentation for the specific procedures and system for the management of the competitive intelligence system, requires a strict approach, because the relevant work of the competitive intelligence system is likely to involve the company's confidential information, and there are many important data. In this regard, our requirements for competitive intelligence should be: precise, safe, confidential. Under this requirement, we need to establish a related system document while the competitive intelligence system is established, so that the system is smooth, and the system will continue to improve the system. 6. The staff of the competitive intelligence system and the establishment of the competitive intelligence system are distinctive, and those who are often established by the system and system maintenance are not the same, so they need the necessary training in the enterprise organization. When training, the relevant personnel should be made to the system's operating mechanism, system operation, system security, system repair, etc., only this can truly play the role of the system.
7. According to the demand for competitive intelligence, the demand for CIs, system processes and method is gradually changed, and the system will inevitably produce such shortcomings in the process of use, we say that there is no perfect competitive intelligence system. In general, there are two reasons for the demand for competitive intelligence systems: First, there is insufficient system related to the original system; it produces new demand during use. No matter which kind of demand, we must first study it, confirm the rationality of demand, and then feature this requirement. To remember that two conditions are needed for the system - the needability and feasibility can avoid unambiguous waste of labor. Competitive intelligence system evaluation To confirm the value of a measure, the most reliable method is to put it in a fully competitive market environment, and the main evaluation indicators of competitive intelligence systems are: 1. Economic Benefits Economic Benefits is the goal of enterprises. Each department of the company should have an economical response after applying competitive intelligence systems. A good competitive intelligence system should make the company's cost reduction, the result of increased profit, and the results of the failure competitive intelligence system. When evaluating the economic benefits of the competitive intelligence system, pay attention to the relationship between long-term interests and short-term interests, the establishment of competitive intelligence systems may produce short-term benefits, but more importantly, we will produce long-term benefits, we can use the accounting The present value method is evaluated. 2. One of the efficiency of the work efficiency competitive intelligence system is to reduce the intermediate transaction costs in the internal operation of the enterprise, and realize the sharing of intelligence resources. Through the establishment of a competitive intelligence system, you must first enable the intelligence collection of the company to get rid of the status of the labor, and use more time for the other steering work of the enterprise. Second, the intelligence collection and proliferation of the competitive intelligence system should play a "lubricant" in the overall operation of the company. It enables a lot of activities of the company to be pre-prepared to "learn", so that the company gets a certain Experience. 3. External evaluation of external evaluation competitive intelligence systems is mainly from customers, other companies and markets. The customer is the first population and the most direct sense of competitive intelligence system. The implementation of the competitive intelligence system will enable the company's product quality, improvement of service levels, and enhancement of enterprises to meet customer needs. At the same time, other companies will also feel this change, competitive intelligence system, will enable companies to strengthen other companies, quickly obtain competitive strategies coordinated with other enterprises, so that the company has more than a medium in competition. Finally, successful competitive intelligence systems will get a good response to the market. This reaction contains the improvement of the social recognition of the company, and the brand value is improved, and the highlight of humanistic care. 4. After internal evaluation of competitive intelligence systems, there should be corresponding responses within the enterprise. In corporate management, the quality and quantity of decision information is greatly improved, and the competitive intelligence system acts as a decision-making system to produce a large number of strategies and strategies for enterprise operations. At the grassroots level of the enterprise, the staff will find the work earlier, and the efficiency of each department is significantly improved, which is because the competitive intelligence system transforms the previously practiced affairs into an intelligence operation, and strengthens the efficiency of previous enterprise information management. The development of conclusion competitive intelligence system in my country is still in the early days, this situation has a good side, and there is also an unfavorable side. Aspect is the development of our business competitive intelligence system, there is no many domestic cases for our reference, and there is no comprehensive system to standardize and evaluate the construction of enterprise competitive intelligence system; favorable aspect is our business competitive intelligence Because of the initial stage, in terms of technical and institutional flexibility, you can refer to foreign success or failure cases, less detours, and there is a larger in the hardware of the competitive intelligence system. Investigate our company's competitive intelligence construction, and we need to do a lot, this powerful business competition tool has not been popular in China, can't be said to be a regret. We can only do it now: continuous efforts.
