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论文编号：	9571
作者编号：	2120152968
上传时间：	2017/12/7 14:20:20
中文题目：	基于微博的企业竞争情报搜集策略研究
英文题目：	Research on Gathering Strategy of Enterprise Competitive Intelligence Based on Micro-blog
指导老师：	王知津
中文关键字：	社交媒体;微博;企业竞争情报;搜集策略
英文关键字：	Social Media;Micro-blog;Enterprise Competitive Intelligence;Gathering Strategy
中文摘要：	传统的信息传播方式随着科技的发展发生了巨大的改变。随着互联网的飞速发展，传统的信息资源形式已无法满足竞争情报搜集工作的需要，竞争情报搜集的主战场已变成各种新兴的网络信息资源形式。微博时代，各大企业通过微博进行自己的公司和产品宣传，以赢得客户的信赖，粉丝们也进行积极的参与和互动，这使得微博成为企业竞争情报搜集的新型情报源。微博上除了有海量的信息以外，用户间虚拟的人际关系网络对于人际交流中的企业隐性竞争情报搜集工作也意义深远。一个崭新的基于社交媒体进行企业竞争情报搜集的工作群体正在形成，如何基于微博进行竞争对手情报搜集对于企业竞争情报工作人员来说是一项全新的任务和挑战。因此，研究微博的竞争情报价值，以及基于微博的企业竞争情报搜集策略具有重要意义。然而，作为一个新兴研究领域，相关研究存在着理论基础薄弱、视角不够清晰、系统性不足、实证研究较少的问题。本文有五个章节，各章包含的主要内容如下：第一章，绪论。本章首先介绍基于微博进行企业竞争情报搜集进入研究视野的现实背景和学术研究背景，并从理论与实践两个方面阐述本次研究的目的和意义；接着围绕社交媒体、微博的相关研究，对中外学术成果和具体作品展开回顾与评述，分析既有研究的贡献与不足；最后提出本研究的研究内容、方法及创新点。第二章，微博作为企业竞争情报信息源的理论分析。本章首先介绍信息源的理论基础以及微博的概念和信息传播模式，之后分别从不同角度论述了微博作为企业情报信息源的必要性、优势及难题，最后对微博在企业竞争情报搜集中的应用展开描述与讨论。第三章，基于微博的企业竞争情报搜集框架的构建。本章首先分析构建基于微博的企业竞争情报搜集系统框架的意义和研究方法的选择，然后阐述本研究运用质性研究的开展情况，包括访谈对象招募、样本特征和资料收集过程，以及运用三级编码的方法，分析研究提出搜集框架，提出了搜集竞争对手情报的主要模式和具体方法。第四章，基于微博的企业竞争情报搜集策略制定。本章首先介绍了竞争情报搜集策略制定的过程，之后分析了竞争情报搜集策略制定的目标，结合过程与目标制定了基于微博的竞争情报搜集策略，并以小米手机为例对其应用微博搜集竞争情报进行研究。最后根据前文的分析与结论，通过二次访谈企业情报工作者，对搜集策略的可行性予以评价，并提出相关完善建议。第五章，研究结论与展望。本章在总结研究主要发展与结论的同时，指出本研究的局限，并对后续研究予以展望，旨在为今后企业竞争情报工作的深入研究提供借鉴。本论文共有图6幅，表5个，参考文献100篇。
英文摘要：	The traditional way of information transmission has undergone tremendous changes with the development of science and technology. With the rapid development of the Internet, competitive intelligence gathering work is no longer dependent on the traditional form of information resources, a variety of emerging network information resources has become the main battlefield of competitive intelligence gathering. Micro-blogging era, major companies make their own company and product promotion through micro-blog, to win the trust of customers, fans also participate and interact actively, and those make micro-blog become a new intelligence source for gathering competitive intelligence. And, in addition to rich information resources on micro-blog, micro-blog users have also established a virtual network of relationships through mutual attention, which is of far-reaching significance for the collection of enterprises' hidden competitive intelligence in interpersonal communication.A new industry competitive intelligence gathering group is forming, how to use micro-blog to gather information on competitors is a difficult and urgent new issue facing enterprises. Therefore, the significance of micro-blog intelligence is worth exploring, competitive intelligence gathering based on micro-blog also has greater practical significance. However, as a new research field, there are some problems in the study, such as systematic insufficiency, weak theoretical basis, insufficient clarity of view and less empirical research. This paper consists of five chapters, and the contents of the specific chapters are as follows: The first chapter is the introduction. This chapter first analyzes realistic background and academic background of the research on gathering strategy of enterprise competitive intelligence based on micro-blog, and expounds the purpose and significance of this research from both theoretical and practical aspects.And then focus on the related research of social media and micro-blog, reviews and comments on the academic achievements and specific works of Chinese and foreign scholars, and analyzes the contributions and shortcomings of the existing research.On the basis of this, put forward the research content, and research methods and possible innovations are described. The second chapter is the theoretical analysis of micro-blog as the information source of enterprise competitive intelligence.This chapter first introduces the theoretical basis of information source and the concept and information dissemination mode of micro-blog.And then discusses the advantages, necessity and limitations of micro-blog as enterprise intelligence information source from different angles.Finally, the application of micro-blog in enterprise competitive intelligence gathering is described and discussed. The third chapter, the construction of enterprise competitive intelligence collection system based on micro-blog.This chapter first analyzes the significance of constructing the framework of enterprise competitive intelligence gathering system based on micro-blog and the selection of research methods.And then elaborate the development of qualitative research in this study, including interview object recruiting, sample characteristics and data collection process, and the three-level coding method,through the analysis and research, put forward the collection system framework,and proposes the main mode and specific method of collecting the competitor information. The fourth chapter is the strategy of enterprise competitive intelligence gathering based on micro-blog.This chapter first introduces the basic link of the development of competitive intelligence gathering strategy, after analyzing the content of competitive intelligence gathering work based on micro-blog, combining with the content, the strategy of gathering intelligence is given,and makes an empirical study on Xiao Mi gathering competitive intelligence based on micro-blog. Finally, according to the previous analysis of the conclusions and the current enterprise competitive intelligence gathering opportunities and challenges, through second interviewing with enterprise intelligence workers on the feasibility of gathering strategies, this paper puts forward some suggestions for improvement. In the fifth chapter, the research is limited to the prospect. This chapter mainly includes the conclusion of this research, and on the basis of the research, it puts forward the limitations of the research based on various limitations, as well as the prospect and analysis of the future research field, which aims to provide reference for the future research of enterprise competitive intelligence work. There are 6 figures, 5 tables, 100 references in this paper.
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