competitiveintelligence竞争情报

　　竞争情报是关于竞争环境、竞争对手、竞争态势和竞争策略的信息和研究.它既是一种过程（对竞争信息的收集和分析过程）,也是一种产品（包括由此形成的情报或策略）.一般简称为CI（CompetitiveIntelligence）.

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　　"CompetitiveIntelligence(CI)isbothaprocessandaproduct.TheprocessofCompetitiveIntelligenceistheactionofgathering,analyzing,andapplyinginformationaboutproducts,domainconstituents,customers,andcompetitorsfortheshorttermandlongtermplanningneedsofanorganization.TheproductofCompetitiveIntelligenceistheactionableoutputascertainedbytheneedsprescribedbyanorganization."

　　Keypointsofthesedefinitions:

　　CompetitiveIntelligenceisanethicalandlegalbusinesspractice.(ThisisimportantasCIprofessionalsemphasizethatthedisciplineisnotthesameasindustrialespionagewhichisbothunethicalandusuallyillegal).

　　Thefocusisontheexternalbusinessenvironment.

　　Thereisaprocessinvolvedingatheringinformation,convertingitintointelligenceandthenutilizingthisinbusinessdecisionmaking.CIprofessionalsemphasizethatiftheintelligencegatheredisnotusable(oractionable)thenitisnotintelligence.

　　ThetermisoftenviewedassynonymouswithCompetitoranalysisbutCompetitiveIntelligenceismorethananalyzingcompetitors—itisaboutmakingtheorganizationmorecompetitiverelativetoitsexistingsetofcompetitorsandpotentialcompetitors.Customersandkeyexternalstakeholdersdefinethesetofcompetitorsfortheorganizationand,insodoing,describewhatcouldbeasubstituteforthebusiness,votes,donationsorotheractivitiesoftheorganization.ThetermisoftenabbreviatedasCI,andmostlargebusinessesnowhavesomeCompetitiveIntelligencesfunctionswithstaffinvolvedoftenbeingmembersofprofessionalassociationssuchastheSocietyofCompetitiveIntelligenceProfessionals.

　　TheSocietyofCompetitiveIntelligenceProfessionals(SCIP)isanorganizationforthosewhoareinterestedinlearningmoreaboutCompetitiveIntelligence.Establishedin1986,theyprovideeducationandnetworkingopportunitiesforbusinessprofessionals,andprovideuptodatemarketresearchandanalysis.“MembersoftheSCIPhavebackgroundsinmarketresearch,strategicanalysis,scienceandtechnology.”³

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