基于竞争情报视角的中国婚恋交友网站竞争战略研究

Research on the Competitive Strategies of the China Online Dating Websites Based on the Competitive Intelligence Theories

婚恋交友网站作为一种新业态服务行业从2005年后进入蓬勃发展阶段,随着同类网站数量不断增多,随之而来也出现网站同质化现象严重、盈利模式单一等问题,婚恋交友网站的发展进入瓶颈期。对管理者而言,如何利用现有优势,规避劣势,培养和提升网站的市场竞争力,并制定出有效的发展战略显得十分迫切,这一行为虽无竞争情报名号但隐含了对竞争情报的实际需求。故本文利用竞争情报分析方法,分析我国婚恋交友网站的竞争环境,并以百合网为例识别竞争对手并进行竞争力评价,并据以上分析提出了有效的竞争战略。

Online dating websites, as a new state of enterprises, have entered the booming stage since 2005. The increasing number of the sites has caused many problems, such as the certain sameness of these websites, and lacking of the profit models. Thus the development of the websites has encountered the bottleneck. For managers, it is very urgent to constitute some effective competition strategies, by holding the advantages and transforming the shortcomings, to prompt the competitiveness of their own online dating websites. The behavior doesn＇ t have the title of competitive intelligence but implies the actual demand for competitive intelligence. In this paper, taking the www. baihe. corn as a case, this article analyzes the competitive environment, the competitors and competitiveness as three key factors and reveals the competitive situation of those online dating websites.