Research On Ruhnn Action Plan Based On Competitive Intelligence Analysis

Enterprises are faced with competition all the time.How to win in the fierce competition is very important.Competitive Intelligence is the most important thing.On the basis of "knowing oneself","knowing the other" and "knowing the environment",a corresponding action plan is made,in order to be invincible.This paper mainly choose the typical representative of China's MCN organization——Hangzhou Ruhnn Holding Co.,Ltd.as the research object.For such as the development of the corresponding action plan for its development advice,with a view to winning in the increasingly fierce competition.The thesis is mainly divided into six parts.The first part: Introduction to background and significance of the research,in view of the literature review to understand the research status of competitive intelligence and Ruhnn at home and abroad,to clarify the relevant concepts and categories of competitive intelligence analysis methods and Ruhnn,summary the research route and method,point out the Innovation and deficiency of the dissertation.The second part: mainly from the development and the current situation of Ruhnn Research,first described the development of Ruhnn overview,followed by the analysis of Ruhnn business data.The third part: The analysis of Ruhnn's mainly competitor,firstly confirm the competitors is Papitube,its analysis,and compare with Ruhnn.Part IV:starting with the macro-competitive environment and the micro-competitive environment,using the PEST analysis method,the macro-competitive environment is analyzed from Politics,Economy,Society and Technology,this paper analyzes the micro-competitive environment from five aspects:the existing competitors,the potential competitors,the substitutes,the buyers,and the suppliers.Part V: In the second part of the "know yourself",the third part of the "know the environment",the fourth part of the "know the other" based on competitivestrategy analysis,the use of SWOT analysis method,the construction of SWOT Matrix,the formulation of the corresponding action plan.The sixth part: Conclusion and prospect: As a conclusion to the research of competitive strategy,it also explains the deficiency of this paper and the tentative plan of the future research.