Research On The Advertising Information Utilizing For Competitor Analysis

In the background of the competitive market, the biggest threaten for a company is the competitors. In order to keep the competitive superiority and enhance the status, every company needs to observe the market and the competitors at all the time. Meanwhile, each company need to carefully assess the strength and shortage of the competitors, in order to grasp the movement of the strategy change. As there are many limits in enterprise ethics and laws, the utilizing of the competitors’information from open channels should be even valued. Advertising information has rich content, clear target, and can be obtained relatively easily. So, advertising information can be taken as important information source, and the meaning and method is worthwhile to be explored.Basing on the deep research of the integration of advertising information and the competitor analysis, this dissertation constructs the framework of the advertising information working mechanism for competitor analysis, in order to give full and efficient utilizing of advertising information which contains abundant competitor intelligence.Firstly, we reviewed the status of the related domestic and international research, and introduced the background, purpose and method of the dissertation. In next two chapters, we separately explored the basic aspects of the competitor analysis and advertising information, which could be the basis of the following discuss. In the following part, we probe into the importance, characteristics, and the difficulty of the advertising information which is used as source of competitive information. After that, we divided the information of competitors into different categories and analyzed each category with some examples. And then the dissertation built the framework of the advertising information utilizing for competitor analysis. Also, we took McDonald’s company as case, to create a advertising information working framework to study one of the most important competitor KFC company, which proved the framework built in this dissertation is practical.In this dissertation, we provide relative theory and framework for advertising information utilizing work for competitor analysis by theory analyzing, empirical research, and case study. We hope the research and result of this dissertation could support the competitor analyzing work in organizations, and can be the reference for enterprises to enhance the use ratio of the open information sources especially the advertising information.