基于Web网站的竞争对手情报获取

摘要

Web蕴含了大量的企业竞争情报,但现有的企业竞争情报获取系统还缺乏直接从Web中获取竞争情报的能力.以往的研究主要关注从网页内容中收集竞争对手情报,忽略了对Web网站相关要素的分析.本文研究了利用Web网站所蕴含的竞争对手情报要素获取竞争情报的方法,分析了Web网站竞争对手情报要素,并给出了具体的竞争对手情报获取过程和相关工具.最后,以我国C2C电子商务领域的三个代表性企业淘宝、亚马逊中国和eBay中国为例进行了实证研究.结果表明,利用Web网站可以获取隐含的竞争对手情报,尤其对于发现潜在的竞争对手或者比较竞争对手的实力有着较大的帮助.%Web contains a large amount of enterprise competitive intelligence.However,current competitive intelligence systems are lack of the ability to directly get competitive intelligence from Web. Previous work concentrated on acquiring competitive intelligence from Web pages, and paid little attention on the analysis on the aspects of Websites. In this paper, we studied the method to acquire competitor intelligence based on the intelligence factors hiding in Websites. We first analyzed the factors of competitor intelligence in Websites,based on which the detailed processes as well as tools to collect competitor intelligence are presented. Finally, three representative enterprises in C2C electronic commerce, namely Taobao,Amazon China, and eBay China, are chosen to demonstrate the applicability of our method. The results show that some implicit competitor intelligence can be acquired from Websites. In addition, this method is helpful to find potential competitors and to make comparisons among competitors.