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企业竞争情报研究就是在市场竞争中获取竞争性信息,并加以分析和利用,而内容分析法作为一种从公开信息中获取有用知识的研究方法,对企业竞争情报研究具有非常重要的应用价值。本文阐述了内容分析法的内涵,并从竞争环境、竞争对手跟踪和竞争策略研究三方面分析了内容分析法在企业竞争情报研究的应用,最后指出内容分析法应用于企业竞争情报研究的优势与局限性。
The study of enterprise competitive intelligence is to obtain competitive information in the market competition and to analyze and utilize it. Content analysis, as a research method to obtain useful knowledge from public information, has very important application value to the research of enterprise competitive intelligence. This paper expounds the connotation of content analysis method and analyzes the application of content analysis in the research of enterprise competitive intelligence from the aspects of competitive environment, competitor tracking and competition strategy. Finally, it points out the advantages of content analysis in competitive intelligence research limitation.