从商业广告透视竞争对手——商业广告之竞争情报解构

Perspective on the Competitors From the View of Commercial Advertisement——Competitive Intelligence Based on Commercial Advertisement

在结合商业广告信息源的本质特征基础上,介绍商业广告的主要载体类型及其竞争情报特征,明确商业广告作为竞争情报源的重要价值;并进一步提出基于商业广告的竞争情报流程,从商业广告中所包含的持续时间、发布频率、产品定位、覆盖范围、受众区域、价格情况、专利技术等7个方面进行竞争情报意义上的解构。

Based on the substantive characteristics of the commercial advertisement, the author introduces main carrier types of the commercial advertisement and their characteristics of competitive intelligence, the point that commercial advertisement can be an important resource is established. Then the author puts forward the process of competitive intelligence in the commercial advertisement and analyzes the intelligence which included in commercial advertisement from the perspective of duration, release frequency, product＇s orientation, coverage, audience area, price situation and patented technology.