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论文编号：	8696
作者编号：	2120143004
上传时间：	2016/12/7 13:44:08
中文题目：	情报驱动的企业网络宣传竞争策略研究：以乾泰祥为例
英文题目：	Intelligence-Driven Competitive Strategy on Enterprise Online Promotion: An Example of Chian Tai Shang
指导老师：	王知津
中文关键字：	竞争情报;网络宣传;乾泰祥;竞争策略
英文关键字：	competitive intelligence;Network publicity;Chian Tai Shang;competitive strategy
中文摘要：	随着市场经济的日益发展，我国企业环境中企业竞争越来越激烈，不段有公司被淘汰，也不段有新的公司进入。企业发展充满机遇的同时也充满了挑战。现在，企业发展离不开网络，只有充分运用好网络宣传才能够在竞争激烈的环境中脱颖而出。另外，随着网络信息技术的发展，网络环境中可用于作为网络宣传手段的途径越来越多，相关网络公司也逐渐增加。如何将企业有限的可用于企业宣传的资金放在效率最高的方案上，成为了企业发展的一大重要战略研究问题。 本文通过运用竞争情报分析方法，从企业宏观环境、微观环境以及企业网络宣传竞争力三个方面进行竞争情报搜集与研究，最终通过运用SWOT分析方法得出企业宣传策略。在对企业宏观环境竞争情报进行搜集与分析时，本文运用了PEST分析方法。分别从企业所处的政治、经济、社会、技术四个方面对与乾泰祥网络宣传策略制定的竞争情报进行了搜集，并对各要素进行分析，得出乾泰祥目前所处环境有益于品牌发展，乾泰祥应积极利用现有政策及网络宣传技术加大乾泰祥品牌宣传力度，使乾泰祥在苏州丝绸市场脱颖而出。在对企业微观环境进行研究时，本文运用了“波特五力模型”的研究方法。通过搜集购买者、行业内现有主要竞争者、潜在进入者、替代品、供应商的竞争情报，并对各要素分别进行竞争情报的分析，得出乾泰祥购买者讨价还价的能力较强，行业内现有竞争者的竞争力度较强，潜在进入者进入阻力较低，替代品替代能力较强，供应商讨价还价的能力较低。由此得出，乾泰祥需加快企业发展转变模式，抓住商场机遇，尽快在苏州丝绸市场中树立品牌形象，占领市场。通过对乾泰祥及其竞争对手目前网络宣传手段的搜集、对比、分析，得出乾泰祥在网络宣传上竞争力一般，整个苏州丝绸市场网络宣传运用不足，为乾泰祥采用性价比较高的网络宣传手段提供了机会。 最后本文通过运用SWOT分析方法对乾泰祥的优势、劣势、机会、威胁进行列表分析，最终得出了具体的可执行的网络宣传策略。
英文摘要：	With the development of economy, the competition between enterprises become more and more intense.There are many companies closed down every day,while a lot of new companies enter.This means that they companies are faced with opportunities and challenges. Now, the development of enterprises can not be separated from the network and only making full use of network will be able to stand out in the competitive environment. In addition, with the development of network information technology, the type of network publicity measure become more and more rich and the internet companies are on the increase.How to put the limited money on the right place become a major problem.Correct network publicity strategy policy is very important. In this paper, based on the analysis method of competitive intelligence,I collect and analyze there aspects: macro environment, micro environment and business competing ability of network publicity. Finally I put forward some copetitive strategies through the SWOT analysis method. The enterprise competitive intelligence of macro environment ’s collection and analysis is used the analysis method named PEST. I collect and analyze four aspects: enterprise's political, economic, social and technology.At last ,I find that the current environment is conducive to the development of Chian Tai Shang and it should seize the opportunity. In the study of micro environment, this paper uses the Michael Porter's Five Forces Model .I gather and analysize the competitive intelligence of the buyer, the existing main competitors, suppliers, potential entrants, replacements.It is concluded that Chian Tai Shang’s buyer bargaining power and the competititers and replacements are stronger，while potential entrants are easier to gain market and the suppliers’s bargaining power is poor . Thus, Chian Tai Shang must change its tacics.Through the comparision of Chian Tai Shang and other companies ,I found that Chian Tai Shang’s competitive is not superior,but there are a lot of opportunities. At the end of the paper ,by using the SWOT analysis method and listing the strengths, weaknesses, opportunities and threats of Chian Tai Shang,I put forward some competitive strategies to increase competitivenss of Chian Tai Shang.
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