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,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,2011/6/28,#,Competitive Intelligence 360,A Panoramic View in Business Information,全景竞争情报,R&D,Production,HR&Finance,Marketing,Sales,Strategic Planning,Traditional Organization Structure,传统组织结构,CI Function,CI,R&D,Procurement&Planning,Market Research,Advertising&Promotion,Corporate PR,Sales&Business Development,Strategic Planning,Human Resource,Legal&Finance,Panoramic View,全景角度看竞争情报,Another View In Layers,另一个层次化视图,Strategy,战略,General Management,Strategic Planning,Market Research,Operation,运营,Human Resource,Legal&Finance,Procurement&Planning,Sales&Business Development,Tactics,战术,R&D,Advertising&Promotion,Corporate Communication,Sensing,Interpreting,Acting or Reacting,Why is CI affecting everyone in business?,为什么,CI,影响企业全员？,CIs Basic Objective in Business,竞争情报工作的基本目标,Mitigate Threats&Risks,防范威胁和风险,Exploit,Opportunities,捕获机会,Identifying Strength&Weakness is Internal Objective,识别竞争优势和弱点是内部目标,Objective&Function Examples Matrix 1,各职能部门和竞争情报的关系举例,Functions,防范风险,捕获机会,General Management,管理层,新竞争对手进入市场,新的法规政策影响,宏观经济影响（通胀，利率，货币政策）,现有竞争对手离场或转变,政府优惠政策,市场开放进程,Strategic Planning,策略计划,行业结构恶化（供应商和渠道商数量减少，规模变大）,原材料价格上涨,新竞争对手或者替代品出现,更苛刻的法律法规,供应商和渠道商变弱,新的兼并收购对象,出现新的降低成本的技术和方法,更宽松的法规和更优惠的政策,Market Research(for both quantitative and qualitative),市场研究,消费者态度转变,购买行为转变,口碑传播份额降低,市场份额降低,新出现或增长的需求,顾客收入上升,需求弹性降低,Human Resource,人力资源,社会或行业工资水平上升,竞争对手加强招聘,更多的从业企业（包括上下游）,教育体系发展,新的招聘渠道,新的培训和职业教育资源,竞争对手的离职率增高,Procurement,&Resource Planning,采购和生产资源计划,原材料价格变动,季节性，偶然性和政治因素对需求影响,潜在的供应链断裂,关键供应商的财务表现,行业边际回报大幅下滑,制造技术升级,产量增加带来的边际成本降低,Objective&Function Examples Matrix 2,各职能部门和竞争情报的关系举例,Functions,Mitigate,Threats,Exploit Opportunities,Legal&Finance,法务和财务,行业内诉讼量增加（包括竞争对手）,行业相关立法进程,消费者保护条例的细化,地方和部门的法规,违约事件（包括竞争对手）,会计准则（通用和行业）,货币和资本政策变化,应收账款债务人的变化,规避法律风险的新实践,税务豁免政策,来自立法的行业保护（公司法，合同法，反垄断法，知识产权法等）,Sales&Business Development,销售和业务开拓,竞争对手攻击,渠道成员变化,更多的竞争对手,市场饱和迹象,新出现的大客户,新的客户细分市场,新的渠道和联盟成员机会,R&D,研发,竞争对手或其他产业拥有了破坏性技术消费者的价值感知构成变化,新的基础技术突破,消费者趋势,Advertising&Promotion,广告和市场推广,竞争对手的广告活动,竞争对手的新产品推出,竞争对手的市场促销,新的渠道和新媒体提升营销效率,Corporate Communication,企业公关,消费者，媒体，政府和其他利益相关体对品牌声望的感知变化,公关危机事件（包括整个行业和上下游）,新的行业事件和组织,新媒体关系,新的社会媒体主要内容贡献者,KITs Strategic Issues,KITs Key Players,KITs Early Warning,User&Contributor,每个人都是,CI,的用户和采集者,CI,R&D,Procurement&Planning,Market Research,Advertising&Promotion,Corporate PR,Sales&Business Development,Strategic Planning,Human Resource,Legal&Finance,CI function plays as a hub of,both internal and external information,Required by decision making process;,Most of intelligence will affect multiple functions;,Most organizations act in different priorities;,CI work needs different professionalism and facilities;,Information must be recorded;,Everyone is user and contributor,Functional people are easier to sense the external change;,Functional people owns the knowledge to interpret the information;,Functional people are the ones who will act or react eventually.,How to make it happen?,全景竞争情报如何实现？,Obstacles of Panoramic CI,全景竞争情报的障碍,Organizational,组织因素,在职能团队中不充足的人力资源,缺少激励措施,缺少来自管理层的支持,担心保密问题,Professional,专业因素,缺乏,CI,理念和方法的培训,职能部门的思维定势,Efficiency,效率因素,竞争情报工作规格是经常变动的,缺乏为全员提供的足够设施,担心过高的沟通和协作成本,Steps to Build a Shared CI Work,分步实现共享竞争情报项目,Define Objectives&User Groups,确定目标和用户职能,Define Sources,确定信息源,Define Categorization,确定信息分类,Daily Operation,日常作业,Review&Optimization,评估和优化,MeiHuas Involvement,Define Objective&User Groups,确定目标和用户职能,Strategic Planning,策略计划,Market Research,市场研究,Information Analysis,信息分析,Corporate PR,企业公关,Marketing,营销,Sales,销售,Knowledge Management,知识管理,General Management,管理层,Define Source(Secondary),确定信息源（二手）,Consumer Oriented Press,全国性和地方报纸,兴趣类杂志（消费者相关）,行业报,Trade Media,行业期刊,行业组织出版物,行业网站,Government Release,政府网站,统计公报,International Resource,行业研究机构,区域行业媒体,Internet Resource,消费者口碑传播来源（论坛）,媒体采编人员博客,Special Source,商情资源（价格）,竞品广告监测,Define Categorization,确定分类法,要点,分类法要服务项目目标和选择的职能用户；,分类法最好分多层,支持信息分到多类目,类目设计可以随时修改（添加，合并和分立）,梅花方案可支持个人用户订阅不同分类组合,Daily Operation MeiHuas Case,日常作业,梅花服务案例,Different Competitive Proposition,Same Platform,Daily Operation MeiHuas Case,日常作业,梅花服务案例,Bi-lingual Service/Alerting Information,Daily Operation MeiHuas Case,日常作业,梅花服务案例,Re-exposure tracking to provide PR benchmarking,Daily Operation MeiHuas Case,日常作业,梅花服务案例,Flexible Categorization/,Commenting System for intelligence interpreting,Daily Operation MeiHuas Case,日常作业,梅花服务案例,Embedded Messaging System to Provide User Feedback,Daily Operation MeiHuas Case,日常作业,梅花服务案例,Data output and backup,Daily Operation MeiHuas Case,日常作业,梅花服务案例,Specialized Intelligence Sample:Advertising Campaigns,Daily Operation MeiHuas Case,日常作业,梅花服务案例,Visual Compliance with Corporate Needs/,Web&Daily Email,How about 1,st,hand intelligence?,如何处理一手信息？,Still,the platform helps user circulate&archive the information internally,CI,R&D,Procurement&Planning,Market Research,Advertising&Promotion,Corporate PR,Sales&Business Development,Strategic Planning,Human Resource,Legal&Finance,MeiHuas CI Service Solution
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