Research On The Application Of The Enterprise Competitive Intelligence Of Social Media

The vigorous development and wide spread of the Social media has become animportant extension of the Social network,which the source of the enterprisecompetitive intelligence.At the meantime,it has the an important strategic resource ofenterprise competition.In recent years,As the third party applications of social mediaplatforms,such as Baidu index、Baidu brand、Micro index and so on.In the very greatdegree,the third party applications have improved the efficiency of intelligence staff togather intelligence greatly. By using the third party applications and the social media tocollect intelligence, which compare the competitive intelligence analysis method withthe traditional intelligence analysis of competitive intelligence analysis method to carryout Intelligence analysis that could raise the timeliness and accuracy of the competitiveintelligence effectively.The study is of great practical importance and reference value inimprovement on the efficiency and the timeliness of the enterprise competitiveintelligence analysis.It is of great practical importance and reference value in carryingout the enterprise competitive intelligence analysis.Firstly, this paper reviews some relevant literature of the competitive intelligenceresearch from the perspective of theory and summarizes the research achievements ofpredecessors and introduces the concept and connotation of social media, expounds thedevelopment of social media and classification.This article also states the definition andcharacteristics of competitive intelligence,which lists the main method of collecting ofthe competitive intelligence. Further the paper discusses the benefits to utilize the socialmedia to research its characteristics、advantages of the competitive intelligence. Thearticle highlights on the analyze method and information-collecting of the social mediaand the3rd Party Application Servers.The last, put Miui smart phone as the mainsubject to research.According to the needs of SWOT competitive information bywidespread use of the the social media sources and the3rd Party Application Servers toinformation-collecting,then uses PEST analysis competitive intelligence、social mediaapplications such as Baidu index and fragment intelligence method respectively.From amacro environment、the competitive environment and the competitors of Miui smartphone to consider its superiority and inferior position that combines with the traditionalcompetitive intelligence method of SWOT and its similar opportunities and challenges to construct SWOT matrix. On the basis of the results, the paper put forward thesuggestions and countermeasures for the future development of millet mobile phone.In the process of the analysis Miui smart phone, the paper firstly paid closeattention to relevant government departments about blog to gain policy information inMobile phone industry. The paper also made a preliminary analysis from a macroenvironment to combine social media apps.Secondly, the paper selected14smart phonebrand through Baidu brands at home and abroad to summarize the main features of theproducts so as to develop a better understanding of the industry environment of thesmart phone.Then,the paper selects294@sina weibo smart phone fan randomly to usethe shared concerns of the fan samples that makes a statistical analysis about sina microblog loyal fans of Miui smart phone,and the paper draw a conclusion that the maincompetitor of the Miui smart phone is the glory mobile phone brand, the potentialcompetitor is the Meizu phone brand.At the same time,According to the requirement ofthe fragment intelligence analysis method by using social media site search、weibo、RSSreader、 baidu mediated public sentiment and other social media information gatheringmethods.The article states four aspects about sales、 product technology、customerreviews and financial situation to collect related information fragmentation.Then,thepaper also try to organize the fragmented information, order processing andrecognition,and construct three dimension model.According to the construction of themodel,which makes fragment intelligence analysis.Finally, on the basis of thepreliminary analysis, combining with the SWOT analysis, the paper discusses theadvantages and disadvantages of millet mobile phone and analyses the opportunities andchallenges facing.And by building composite SWOT matrix as a counter-move and suggest, smartphone should insist low price marketing strategy; express financial strength; increaseinnovation investment; expand international markets;develop technology cooperation toenhance competitiveness.This paper uses social media and its third party applications to completeintelligence gathering,and compare the fragment intelligence analysis method with theSWOT intelligence analysis method to carry out empirical analysis for the Miui phone;It is generally applicable to general company, and provide a useful reference for theenterprise’s competitive intelligence. The study of this thesis has some limitations, andit should be modified and improved in practice application.