Research On Market Situation And Marketing Strategy Of Competitive Intelligence

Beginning with the definition of the concept of competitive intelligence, the article concludes the development of competitive intelligence industry both here and abroad. With the analysis of market lifecycle, market situation and market composing on competitive intelligence, the paper illustrates the actual state of competitive intelligence marketing and provides the new direction of industry. Especially directing the changes happened in the trade under the new marketing condition, a new marketing theory on competitive intelligence is provided on the basis of study on the existing theory.The research background is based on such a situation that the domestic website information searching soft wares named as CIS spring out dramatically. It' s well known for the competitive information concept in the domestic enterprises, and this word is also made hot by information and consultancies industry. The companies supplying competitive information service are growing fast, and appear frequently with various names, such as forum, seminar and instruction. Especially, in 2003, the enterprises' competitive information service inspired by searching engine proved to be a successful pattern of payoff and burst out a strong market vitality. The searching gate headed by Baidu, the professional service company represented by Huicong and the technique manufacturer form three forces in the market of enterprise competitive information system . The brand advantage and the searching engine' s technique basis of searching gate are the keys to compete in the CIS market. The professional intermediate and small corporations are growing up rapidly relying on their specialized management and special techniques; the technique manufacturers prepare to enter CIS, for example, Autonomy, Factiva from abroad and TRS from home, etc. The competitions emerge gradually and make the competitive situation in the future more confusing. Everything is positive with anticipation, otherwise negative. Faced withthe confusing competitive pattern in market, how should the competitive information enterprises do to manage their production and service aiming at the individual clients' request, exploit and maintain loyal relationship with the clients, and mold the competitive information production and service with brand advantage? This is the cause of this dissertation.The paper' s study purpose is to point a practical marketing strategy in hot competition for all kinds of competitive intelligence enterprises facing with the coming industry situation with the inclusion of competitive intelligence industry' s specialties, development and the actual state.Innovative idea of the article is to deeply analyses competitive intelligence as a whole industry, including the actual state of market scale, stage, suppliers, product and service, and point out the direction and trend of industry development on the basis of marketing theory. A prospective marketing strategy is explained to how to operate real competitive intelligence companies' market competitive activity.