论竞争情报在企业品牌定位中的作用

On Role of Competitive Intelligence in the Enterprise Brand Positioning

随着市场竞争的加剧和买方市场的形成,企业之间的竞争形式已经由产品竞争转向了品牌竞争。而品牌定位是品牌建设的基础,是品牌经营的前提,关系到品牌在市场竞争中的成败,因而越来越受到企业的高度重视。本文从竞争情报的角度出发,基于竞争情报对数据收集、分析并辅助决策的功能,分析了品牌定位对竞争情报的需求以及竞争情报对品牌定位中的重要作用。

With the intensifying market competition and the formation of buyers＂ market, the form of competition between enterprises has shifted from product competition to brand competition. As the basis of brand building and the prerequisite of brand management, the brand positioning related to the brand＇s success in the brand competition, so more and more attention was put on it. From the perspective of competitive intelligence, the paper analysed the brand positioning need of competitive intelligence and its important role on brand positioning ,based on the competitive intelligence ls function data collection, data analysis and decision supporting.