Research On The Management Of Enterprise Competitive Intelligence Based On Social Media

In the internet age, social media is gathering a large amount of information. And the valuable information in the social media is becoming the mainstream enterprise competitive intelligence. Firstly, this article cardings systematically domestic and foreign research focus of enterprise competitive intelligence. It fully discovers intelligence value of social media content, user and relationship in large data theory, stakeholder theory and the complex network theory support from three elements of enterprise competitive intelligence in social media on the basis of grasping existing research. Secondly, this article discusses sources, features and advantages of enterprise competitive intelligence in social media in detail. The sources of enterprise competitive intelligence in social media include comment, advertise, personal homepage and institution homepage etc. Its features mainly include that the number of information is very large, the timeliness of information is better, information can be quantified and business value of information is very big. Its main advantages involve that intelligence is much more accurate, intelligence is much more comprehensive and getting intelligence is much more convenient. The emphasis of the article is building management frame of enterprise competitive intelligence in social media. The frame includes collection part, analysis part, storage part and usage part. Collection part emphasizes that enterprise can collect efficiently content information, user information and relationship information. And the article provides some available acquisition method for enterprise. Storage part emphasizes that enterprise must use reasonably some database storage systems. Analysis part targeted elaborates applicable data analysis techniques and issues of needing noted from content, user and relationship of social media. Usage part emphasizes usage of content intelligence, user intelligence and relationship intelligence. It specifically includes product service based on social media content, technical service based on social media content, dependency group mining based on social media users, competitive opponent tracking based on social media users, marketing based on social media relations and public relation management based on social media relations. At last, this paper chooses content elements of enterprise competitive intelligence in social media to carry on the concrete case study. The case makes fast-hotel industry as the research object and excavates hotel features of user attention, the advantages and disadvantages of hotels and user emotion from content of social media in order to demonstrate the value of enterprise competitive intelligence based on social media content.