微信平台下企业竞争情报搜集策略研究

摘要

With its unique information layout architecture and the rich functions of information exchanging, Wechat has successfully accu-mulated plenty of fans rapidly within just five years from 2011 to 2015, including a large number of enterprises and commercial institu-tions, which made Wechat a new cosset in the age of mobile Internet. Wechat has gradually developed into an important information source of enterprise competitive intelligence. We constructed the searching framework of enterprise competitive intelligence on Wechat plat-form and proposed two practical strategies for enterprises to further promote their competitive intelligence collection work and better assist their strategic decision-making with example verification:one is real-time monitoring of the Wechat public number of competitors, the other is active searching based on the Wechat mobile search platform and Sogou Wechat public search platform.%2011至2015短短5年时间内，微信凭借其独特的信息布局架构和丰富的信息交互功能，积累了海量的用户粉丝，其中包括众多企业和商业机构，微信也因此成为移动互联网时代的新宠儿，并逐渐发展成企业竞争情报的重要信息源。因此，笔者构建了微信平台下企业竞争情报的搜集框架，并在实例论证的基础上，提出了监听竞争对手微信公众号的实时监听方式和基于微信移动搜索平台、搜狗微信公众搜索平台的主动搜索方式，以期推动企业竞争情报搜集工作的进一步发展，辅助企业进行战略决策。