Analysis Of Competitive Information Applied In Crisis Public Relations Of The Enterprise

At present, the increasingly evident trend of globalization and particularly China's accession into WTO give rise to fiercer competitions among domestic enterprises and between domestic enterprises and foreign enterprises. Where there is competition, there is a crisis. Confronting the crisis, the enterprises should fight against it by taking the corresponding measures of public relations whose implementation need the support of competitive information. The analysis of the competitive information in crisis public relations of the enterprise can not only improve the enterprise's ability in preventing the risks and resolving the crisis, but also can assist the enterprise to stand out by achieving the competitive advantage in the fierce market competition.By discussing the concepts and relevant information about crisis public relations and competitive information, this thesis first brings up the relations between them. The main content of the thesis introduces the application of competitive information in crisis public relations at different periods---early period, medium period and late period. Then in order to support the realization of the crisis public relations, the thesis puts forward some concrete methods of competitive information, such as the method of scenario analysis in the early warning of the crisis, the method of tracking analysis of the competitor, and the method of analysis of the critical success factors applied in the process of the crisis. The methodological guidance of all these methods shed some new light in resolving the problem of the crisis of the enterprise. Competitive intelligence plays an important role in the post-crisis,for example summed up the crisis and assessment of corporate crisis public relations,use the competitive intelligence. Competitive intelligence rebuild corporate image. After the crisis,the work of the competitive intelligence conclude competitive intelligence personnel training, building a competitive intelligence system and a competitive intelligence mechanism.