面向竞争对手分析的广告信息利用研究

发布时间：2018-03-03 08:14

本文选题：竞争对手分析　切入点：广告信息　出处：《华东师范大学》2012年硕士论文　论文类型：学位论文

【摘要】：在当今市场竞争激烈的背景下,对各企业构成威胁之一的就是竞争对手,企业要想保持竞争优势或者提升行业竞争地位,必须做到时刻感知市场变化,监控竞争对手,充分评价竞争对手的实力并掌握其战略变化动向。在伦理、法律的诸多限制下,企业应该更加看重公开渠道的竞争对手信息利用。广告信息具有获取方便、信息量丰富以及目的性明确等特征,可以作为竞争对手分析的重要信息源,其利用意义和方法值得深入探究。本文在深入论证广告信息与竞争对手分析工作的契合性的基础上,构建了面向竞争对手分析的广告信息工作框架,以求对广告信息这一蕴含了丰富的竞争对手情报的信息源进行充分和高效的利用。首先,本文回顾了国内外的相关理论,介绍了本文的研究背景、研究目的、研究方法。在紧接着的两章里,本文以经典的竞争对手分析的理论和广告信息的基本理论为理论基础,分别对竞争对手分析和广告信息的重要方面进行探讨,为下文从广告信息出发分析竞争对手的理论论述部分做铺垫。本文接着在前两章理论的铺垫下,深入地探究了广告信息与竞争对手分析的关联,在讨论了作为竞争情报源的广告信息的重要性、特征、工作难点之后,进而分类剖析了透过广告信息可以得到的竞争对手情报类别,在说理性论述的同时辅以实证研究。接着,本文构建了面向竞争对手分析的广告信息工作框架,并以麦当劳公司为例,为公司构建了以竞争对手肯德基公司为对象的广告信息分析框架,验证了本文自建框架的实际应用价值。本文通过理论分析、实证研究以及案例分析,对面向竞争对手分析的广告信息利用工作提供了相关的理论支持和具体工作框架流程,希望可以对企业的竞争对手分析工作提供一定的帮助,并为企业提高以广告信息为代表的公开信息源利用率起到一定推动作用和借鉴价值。
[Abstract]:Under the background of fierce market competition, one of the threats to the enterprises is the competitors. In order to maintain the competitive advantage or enhance the competitive position of the industry, enterprises must always perceive the changes of the market and monitor the competitors. Fully evaluate the strength of competitors and grasp the trend of strategic change. Under the limitations of ethics and laws, enterprises should pay more attention to the use of open channels of competitors' information. The characteristics of abundant information and clear purpose can be used as an important source of information for competitors' analysis, and its utilization significance and methods are worth further exploring. On the basis of deeply demonstrating the correspondence between advertising information and competitors' analysis, this paper constructs a framework of advertising information work oriented to competitors' analysis. In order to make full and efficient use of advertising information, which contains abundant rival information. First of all, this paper reviews the relevant theories at home and abroad, introduces the research background, research purposes, research methods. Based on the classical theory of competitor analysis and the basic theory of advertising information, this paper respectively discusses the important aspects of competitor analysis and advertising information. Next, this paper explores the relationship between advertising information and competitors' analysis in the first two chapters. After discussing the importance, characteristics and difficulties of advertising information as a source of competitive intelligence, this paper classifies and analyzes the categories of competitor intelligence that can be obtained through advertising information, and then it is accompanied by empirical research. In this paper, we construct a framework of advertising information analysis for competitors, and take McDonald's Company as an example to construct an advertising information analysis framework for the company, which takes the rival KFC Company as the object. The practical application value of the self-built framework is verified. Through theoretical analysis, empirical research and case analysis, this paper provides relevant theoretical support and specific work framework flow for the use of advertising information for competitor analysis. It is hoped that it can provide some help to the analysis of competitors and promote the utilization of open information sources represented by advertising information.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8;F719.3

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