企業(yè)的反競爭策略分析Strategic environmental analysis of anti-competitive intelligence strategy d
11-16, 2013
Anti-competitive intelligence for competitive intelligence purposes , there are literature called " counter-intelligence ", " counter-intelligence technology", " trade secret protection ", etc., refers to a competitor or third party for a reasonable and legitimate intelligence gathering behavior . Enterprises in the full analysis of its own competitors on the basis of competitive intelligence activities to take active measures to protect their own defense information, especially critical secret information , and through other means of masking and confused reduce or offset their own competitor or third party some of the acts , plans, intentions and other intelligence gathering activities in order to ensure their own competitive advantage in intelligence . As can be seen from this definition , good anti-competitive intelligence work should first focus of competitive intelligence gathering process . Anti-competitive intelligence strategy focuses on should be based on intelligence gathering process , is obtained by acquiring competitors competitive intelligence means and methods , the organization of anti-competitive intelligence team concluded from their own perspective may reveal secret information gathering core approach , establishing protection object, and then after discussing research and develop appropriate anti-competitive intelligence strategy.反競爭機密是針對競爭機密而言的，也有文獻稱之為“反機密”、“反機密技術(shù)”、“經(jīng)濟活動隱蔽的事盡力照顧”等，是指針對競爭對手或第三方合理、合法的機密尋找收集行徑。公司在充分剖析競爭對手對自身的競爭機密活動的基礎(chǔ)上采取積極的抗御處理辦法盡力照顧公司自身信息，特別是關(guān)鍵的隱蔽的事信息，并經(jīng)過掩蔽和疑惑等手眼減損或相互消除競爭對手或第三方對公司自身的一點行徑、規(guī)劃、意向等的機密尋找收集活動，因此保障公司自身在機密方面的競爭優(yōu)勢。
one environmental analysis of enterprise development strategies１ 企業(yè)發(fā)展戰(zhàn)略環(huán)境分析
1.1 Analysis of the competitive market environment１．１ 競爭市場的環(huán)境分析
Macro market environment mainly refers to is outside the firm , free from corporate control, but will affect the activities of enterprise competitiveness factors . The macroeconomic environment is a competitive market survival of various types of enterprises common space , including political regulations, economic conditions , industry concentration , the supply of labor and capital , social and cultural . Industry market environment mainly from industrial concentration, maturity and competitive conditions faced by the basis , the focus of fragmented industries, emerging industries, mature industries, industries and the global recession and other basic environmental information -based industries . Such analysis can not determine the competitor's business through a multi-channel business strategy or core competitiveness in transition to become a competitor that is likely to become potential competitors . Potential competitors include the following scenario: an extension of its strategy will lead to competition in the industry enterprises ; those who may be forward or backward integration of customers or suppliers ; possible mergers or acquisitions within the industry and the industrial enterprises and foreign enterprises , etc. and so on.宏觀市場背景主要是指處于公司以外、不受公司扼制，但會對公司競爭活動萌生影響的因素。競爭市場的宏觀背景是各類公司賴以保存生命的并肩空間，涵蓋政治法令規(guī)則、經(jīng)濟勢頭、產(chǎn)業(yè)集中度、生產(chǎn)力和資本的提供、社會形態(tài)文化等。行業(yè)市場背景主要是從產(chǎn)業(yè)集中度、成熟度和所面對的競爭狀態(tài)為基礎(chǔ)，重點剖析零散型產(chǎn)業(yè)、最近興起產(chǎn)業(yè)、趨于成熟的產(chǎn)業(yè)、衰落型產(chǎn)業(yè)和全世界型產(chǎn)業(yè)等基本背景信息。
Competitive environment in terms of time , past, present and future environment ; From space , both domestic and international environment . On the competitive environment analysis and research will be very conducive to anti-competitive intelligence activities. Constantly study the market competitive environment , you can determine whether to participate in market competition competitor companies to provide the basis to find out who is to prevent objects ; since counter-intelligence activities for the timeliness, it is necessary to clarify the information protection can also be time for other issues.
1.2 Analysis of enterprise information
To analyze competitors such as two aspects of the company's internal information, including the business organization , resources, business strategy, business objectives , corporate culture , etc. The purpose is to grasp the strengths and weaknesses of their own enterprises , and strengthen the advantages aspects of information protection. As the enterprise information Chen can also not be completely closed , so the information through the analysis of the enterprise but also to understand what information needs protection, what information should be disclosed through what channels . Actually, the above information analysis of competitors of the enterprise competitors will also analyze the information , you should understand that the purpose of starting from information analysis implementation of the protection of certain information .
The main purpose is twofold: to know your opponent 's strengths and weaknesses but it is also his own , in order to get a clear direction of competitive intelligence ; grasp the opponent 's behavior to take competitive strategy and competitive solutions for the enterprise to react mode of thinking. A competitive advantage is unlikely to be hidden , it is the company's core competitiveness is the key attraction of consumers and agents , so for the competitive advantage of the enterprise information will vigorously promote not only will not be closed . In this session need to be protected is to generate and sustain a competitive advantage in this intelligence , then the longitudinal flow from production to sales in the relevant information you need to closely guarded . After a goal from the point of view, the current competitive intelligence techniques for business leaders and competitive intelligence staff member's personal information is not a problem , in order to prevent opponents abused for personal or internal conflicts arising between the teams ( including the ever emerging ) should be blocked internally and externally , and mediation as soon as possible , the longer the duration of the conflict , in the eyes of the more competitive intelligence officers Murder . For third-party sure to sign confidentiality agreements through the core of the enterprise information protection for mutual restraint .
1.3 Analysis of competitor information
Analysis of competitor information , there are three main aspects: competitor 's business operations information , competitor enterprise competitive intelligence agencies and personnel information, and third-party information .
First, in the full investigation to determine as far as possible on the basis of all competitors , and then expand on this basis . For the former Information Analysis , aims to understand the various aspects of each competitor in disadvantaged or want but there is no urgency but only have the advantage of competitors from access to information, because companies are competitors in these areas Get competitive intelligence key direction .
For competitors, the enterprise competitive intelligence agencies and personnel information analysis, intelligence agencies should include the composition of competitors and their usual behavior, the purpose is to grasp how competitors to compete , what kind of competitive strategy , as well as solutions to the enterprise competition possible reactions . Among them, the key is to understand the quality of its competitors , including the group morale , group cohesion , corporate norms, corporate structure, corporate culture is very important because it is a sign of the strength of the opponent competitiveness is an important aspect . And different quality characteristics will produce different competitive strategies , after learning about the different qualities can take different measures to deal with competitors .
The so-called third party, namely into contact with business organizations or individuals , including advertisers , suppliers, distributors, customers , business departments , banks , consulting firms , securities firms , industry associations and so on. As business ties they understand the business of advertising strategy, capital structure, product mix , sales channels as well as other aspects of operating conditions . Therefore, the information on third-party analysis is also a way to understand competitors .
1.4 Anti-competitive intelligence efforts should focus on the suspicious behavior of active intelligence monitoring, analysis and tracing and other positive measures
In the fierce market competition, globalization , multinational corporations and certain financial conglomerates in order to obtain the core intelligence customers and competitors in the field of business intelligence devoted more and more resources , which not only reflected in the staff working in business intelligence quality increasingly high intelligence analysis capability has been greatly strengthened and more focused reflected in increasingly covert intelligence-gathering methods and professionalism . Currently , large corporations, consortia widely used third-party professional company or directly set up front companies to carry out their gray or even illegal intelligence gathering has become a common phenomenon. Cover such professional companies and companies often consisting of professionals in the process of establishing full consideration to the post on the reverse lookup link in specific intelligence gathering activities are also often used to cover the identity and professional and technical means , the widespread use of illegal and inline termed as " gray intelligence means " hidden work , means, and is a kind of hard to be perceived intelligence activities .
In the normal competitive intelligence practices , there are also a lot of gray intelligence means the use of such intelligence-gathering activities are often carefully planned , with a strong hidden, difficult to go through a separate discovery or identification of a channel , all have made anti-competitive intelligence becomes more challenging .
At present most of the domestic anti-competitive intelligence from the security vulnerability assessment , strengthen security education, control of known density range, etc. plugging defensive level to carry out , as companies involved in the overall security of a comprehensive physical security, information security and safety systems into human risk , involving a broader, big demanding implementation costs , in the overall security prevention and control system was not imported case of pure defense is often easy to become a mere formality , but also the lack of specificity . On the one hand , the face of increasingly specialized and increasingly aggressive illegal intelligence activities , the saying goes, " nothing is prepared by , nothing is widowed ," it is impossible to simply relying on prevention , but also not available from fundamentally curb these malicious acts of intelligence gathering . From the perspective of competition competitor corporate , commercial espionage and other illegal intelligence activities is actually a double-edged sword , on the one hand it could bring great benefits ( although it is illegal or at least immoral ) , on the other hand it the costs and risks are also alarmingly high, illegal intelligence activities once they are discovered and was mastered evidence , intelligence gatherers themselves and those who are behind are likely to face severe criminal sanctions and huge economic penalties. Therefore, to effectively protect their own intellectual property rights and trade secrets, of such gray, illegal intelligence activities only proactive monitoring, analysis and tracing measures to effectively curb could truly competitive intelligence opponents malicious activity .
Two anti- competitive intelligence strategy development
Competitive Intelligence for different ways to get anti-competitive intelligence to develop different strategies , the following information on each of these avenues for gathering the appropriate anti-competitive intelligence strategy.
2.1 from internal leak source intelligence about anti-competitive strategy
Including : the establishment of a sound and complete set of secrecy, enhance employee awareness of confidentiality . At this stage, most companies employee confidentiality poor awareness about major corporate trade secrets easily exchange employees conscious or unconscious leak out. Therefore, enterprises should establish a complete specific secrecy, including the signing of a confidentiality agreement with employees , severely compromised employees, while employees should strengthen professional ethics education and training, culture and enhance employee security awareness ; install the necessary facilities to monitor companies in possession of material trade secret personnel . Secrecy only from professional ethics and other rules and regulations on employees a certain degree of restraint , major corporate trade secrets for the master whether the person has a strong sense of confidentiality , but can not guarantee , so companies should take appropriate enforcement measures , equipped with the necessary facilities , such as installing a full security system, set the clock monitoring system, installed listening devices etc., to prevent major corporate secrets leaked ; safekeeping corporate documents, files , drawings , CDs , disks, and other internal information. These data will result if they are competitors to obtain significant information disclosure ; widespread use file shredder . Complete destruction of the enterprise obsolete files , in order to avoid competition from analysis of the competitive landscape of the enterprise .
2.2 channel for third-party anti-competitive intelligence strategy
The so-called third-party channels refers indirectly through various sectors dealing with competitors who captures information about a competitor . Third parties , including competitors, customers , suppliers , distributors , advertisers , media , banking , advisory bodies , such as the transport sector . These institutions are important competitive agent , so companies should be careful to deal with a third party , may make the following strategic measures: with CPAs , attorneys, market researchers to sign a confidentiality agreement ; advertising for businesses to guard against . Advertising is an effective way to publicize their products , but its length , language , price , pattern and other advocates of the market reflects the goals and strategies , so be sure to pay attention to the language of advertising , company profiles and other valuable information will leak ; enterprise sensitive news leaks have control. If companies held a press conference , technical exchanges or accept media interviews and other processes involving trade secrets related content, should be carried out rigorous review ; strict control on the tour visitors . Visit the businesses receiving visitors when appropriate restrictions should ask them not video, audio , and shall not in any case its unaccompanied tour , try to avoid visiting with corporate secret places and facilities .
2.3 anticompetitive use of information technology strategic intelligence
21st century , because of information technology, especially the rapid development of network technology , many companies put intelligence and enterprise information technology combined with more efficient access to corporate as well as new ways to store information , such as the establishment of internal database , publish corporate information through the Internet and gain competitive intelligence . Economic intelligence database in the growing role of competitors from the database , especially Unsubscribe get important competitive intelligence database . Carried out the excavation and monitoring of competitor sites is firm to compete in the Internet age basic skills, because such a competitor's site not only provides products, services and other basic information , but also to its research and development, new product features , new technologies , trends in online social activities , which are favorable competitor leaves that company's strategic direction . Therefore, enterprises should take advantage of these advanced information technology to take appropriate measures: Set the database access. Internal database can not be open to the public , within the enterprise only allows access to relevant personnel , so that as few people as a major corporate secrets to master ; using the site log records collected concerns of the enterprise competitors. Most Internet service providers to provide a login account for the enterprise data , companies can learn from what people have visited the site of the enterprise , the enterprise product concerned to find a competitor , which makes anti-competitive intelligence change " defense " as "offensive" a ; rigorous review the information available online . Ensure that it does not involve only when the corporate secrets posted online ; publish false information and confuse competitors. This is anti-competitive intelligence is an effective method, but also hit hard, hit an important means even beat the competition . This is in the " Art of War" is called "dead room " that deliberately leaked false information to the manufacturing and enemy spies , causing the enemy to major decision-making mistakes .
2.4 based on anti-competitive intelligence protection policy strategy
Some competitors will stop at nothing to gain competitive advantage , companies use improper means to steal proprietary information , trade secrets and copyright infringement , etc., enterprises should make full use of legal weapons to protect themselves , including the registered trademark , patent protection , litigation protection , but also according to the relevant legal requirements unfair competitors to stop infringement and pursue their legal obligations .
Of course, competitive intelligence collection method is flexible , different companies have different methods of intelligence gathering , companies must utilize a variety of anti- competitive intelligence strategy and make continuous development and innovation.
In addition to anti- competitive intelligence for strategic intelligence gathering process , we must also not ignore the information dissemination process of anti-competitive intelligence strategy. When competitive intelligence staff will collate intelligence gathered after forming intelligence should be passed through the correct way to provide information to the user , if the mode of transmission are likely to result in fragmented information distortion or intelligence leaks. Therefore, the transmission of information within the enterprise must be standardized sequence , each of the intelligence officers collected information into intelligence , and then send someone from the intelligence agencies report directly to form a unified communicated to decision-makers.
Three in the enterprise set up special departments to carry out anti- competitive intelligence Competitive Intelligence
Shopping is like a battle , to know ourselves and to know yourself . Competitive Intelligence and Anti- Competitive Intelligence is the market competition sword and shield , is a matter of two aspects complement each other, are indispensable. Enterprises to carry out anti-competitive intelligence work must be combined with the competitive intelligence process . Modern competitive intelligence work is not just a simple information gathering, but to carry out literature information clustering, knowledge reasoning and comprehensive analysis to more accurately grasp the competitive situation. Therefore, the competitive intelligence work first is to set up a dedicated competitive intelligence department , whose members must be a domain expertise of high-level talents , and anti-competitive intelligence work of the department is a major focus. In today's Britain's social environment, lack of professional commercial espionage and counter- espionage personnel, establishment of such intelligence is quite necessary.
Increasingly competitive domestic and international markets , high-tech espionage techniques and means endless , let the enterprise maintain the competitive edge in the market , not only to achieve the " Know thyself ," should "protect themselves know the enemy ." Business intelligence work around anti-competitive conduct competitive intelligence , and therefore we must first clear competitive intelligence work steps : First, the planning and targeting. Competitive intelligence process that establishes the goal . The second is intelligence gathering . Using appropriate methods to collect information gathering and outside the enterprise information. Third, information processing . Preliminary sorting of data and information collected , to classify , sort , store, so ordering . Fourth, intelligence analysis . The use of intelligence analysis techniques of processing information after in-depth analysis , generate intelligence products. Fifth, intelligence dissemination . Dissemination of information to take appropriate intelligence products will be delivered to the intelligence hands of users, provide the basis for its decision .
UK businesses not only facing the competitive domestic industry , and the strength of the competition means facing severe challenges of foreign enterprises , emphasis on competitive intelligence , enhance competitive intelligence capability without delay. Widespread attention in the enterprise competitive intelligence in the case , who is more emphasis on anti-competitive intelligence activities will come to have higher efficiency and better profits , and in the peer- leading level . Therefore, only the importance and implementation of anti- competitive intelligence strategy to promote enterprise development and growth of competitive intelligence department , British business is it possible to compete with foreign enterprises to survive and develop .
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