竞争情报分析方法——定标比超

An Analysis of the Technique of Competitive Intelligence——Benchmarking

竞争情报已经引起了全世界的高度关注。据统计,世界500强企业中,90%以上已经建立了较为完善的竞争情报系统,积极开展竞争情报工作。为了更好地角逐入世后日益激烈的市场竞争,迎接国外一流企业的挑战,中国企业也必须拿起竞争情报这个有利武器。成功的竞争情报工作需要成熟而有效的竞争情报方法,而定标比超分析是目前竞争情报领域常用的方法之一。本文在介绍定标比超基本含义的基础上,介绍了定标比超的发展、类型,并详细介绍了定标比超的方法和步骤,最后指出了定标比超作为竞争情报分析方法的优势和局限性。

Competitive Intelligence has been highly concerned by the world. It is reported that more than 90% have established perfect competitive intelligence systems and done the competitive intelligence activities in the top 500 companies of the world. since china has attended the WTO,in order to compete in the more dramatic markets and deal with the challenge from the foreign worldclass companies, Chinese companies must use competitive intelligence. Successful competitive intelligence activities are supported by effective competitive intelligence techniques. And benchmarking is one of the most popular analysis techniques of competitive intelligence. In this paper, the basic ideas and meanings of benchmarking are introduced. Then we also discuss the development and the types of benchmarking, and the methods and steps are introduced in detail. At last, the strengths and the weaknesses of benchmarking are discussed.