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Enterprise intelligence series 3: the content of intelligence collection

there are many answers to what enterprise competitive intelligence should be collected. There are the following views in Information Science:

three types of collection methods:

1. Targeted collection of required information (Task-Based)

2 Systematically collect the required information (basic construction) in previous years

-- five external forces influencing competition widely used in many industries as reference indicators for information collection

-- Tyson's index system

3, competitiveness indicators

the following mainly introduces the content of system collection and competitiveness indicators collection:

1 Porter's Theory - five competitive forces Michael Porter, an economics professor at Harvard Business School in the United States, believes that the law of competition in any industry, whether domestic or international, whether producing products or providing services, will reflect the five competitive forces, or enterprises in any industry will be affected by five basic external forces, namely, the invasion of new competitors, the threat of substitutes, customers' bargaining power Suppliers' bargaining power and competition among existing competitors

1) the direct competitor in the industry

competitive intelligence should include the following factors that will aggravate the competition in the monitoring scope:

① the number of competitors has increased, and has a considerable scale and strength

② the growth of product demand is slow, or the market growth rate is slowing down

③ periodic overproduction and oversupply

④ unregistered similar products in the market trigger a price war

⑤ competitors' similar products or services

⑥ competitors use price cutting means to recover costs or gain small profits

⑦ increase in unfair competition

⑧ powerful companies outside the industry merge weak and small enterprises in the industry and initiate aggressive and well funded transfer actions to turn the newly merged enterprise into a major market competitor

2) economies of scale of potential entrants

entrants, which is the premise for enterprises to obtain cost advantage and price advantage

industry experience

brand priority and customer loyalty

cost requirements and conversion fees. The advanced cost consumption is the deterrent factor for the entrants to enter the new market

barriers to entry and exit. The possibility of recovering costs from excessive withdrawal barriers is almost zero

distribution channels. If the distribution channels are occupied by the original enterprises, they should attract middlemen by reducing prices and providing advertising subsidies. This may reduce profits

the role and policies of the government. Entry regulations, tariff, non-tariff barriers, etc

(3) the number of users

buyers is small, and the purchase quantity is huge

when the buyer's purchase volume accounts for a considerable proportion of the total sales volume of the industry, and the defect of tiger skin lines can be reduced to a certain extent

enterprises in this industry are only a large number of small buyers

the product standard is high, and buyers can easily change their suppliers without any conversion cost

the product is not essential or extremely important to the buyer

the buyer may select several suppliers

users' needs, characteristics, differences, change trends, etc. are also important information to be collected when studying the buyer, which should be adjusted or cleaned

2. Tyson's index system

enterprise overview

enterprise history

management, personnel

assets

production/operation

products and sales

financial

relevant regulatory constraints

3 competitiveness index

market control

enterprise profitability

financial status

technical strength

occupancy and utilization level of information resources

external restriction level