网络竞争情报实证研究——基于虚拟价值链的竞争企业网站营销策略分析  

An Empirical Study on Network Competitive Intelligence ——Virtual Value Chain-based Analysis of Competitors＇ Website Marketing Strategy

作　　者：成波[1] 黄晓斌[2] 刘蕤[2] 

机构地区：[1]仲恺农业技术学院信息学院,广州510225 [2]中山大学资讯管理系,广州510275

出　　处：《情报学报》2007年第6期938-946,共9页Journal of the China Society for Scientific and Technical Information

摘　　要：在对网络竞争情报、价值链理论与虚拟价值链、价值链分析在企业竞争情报研究中的应用等论题进行文献综述的基础上，以我国制药行业主要企业为研究对象，设计了一个基于虚拟价值链的竞争企业网站营销策略分析的实证研究。该实证研究应用网站内容分析的方法收集数据，根据波特的价值链理论建立分析框架，对我国存在竞争关系的主要制药企业的虚拟价值链进行了描述和比较，在一定程度上揭示了这些优势企业的网站营销竞争策略。此实证研究，检验了虚拟价值链分析应用于网络竞争情报研究的可行性。文章最后分析了这种应用的价值及优势和局限性。After literature review on network competitive intelligence, value chain theory and virtual value chain, and the application of value chain analysis method in study of enterprise competitive intelligence, the authors design an empirical study on virtual value chain-based competitors＇ website marketing strategy analysis, which use the main pharmacy enterprises of China as object of the study. Via website content analysis and based on value chain theory, the authors describe and compare the virtual value chain of the main pharmacy enterprises which compete with each other, and the findings in some ways post the competitive strategies of website marketing adopted by these dominant enterprises. Via the empirical study, the authors verify the feasibility of the application of virtual value chain analysis method in study of network competitive intelligence. And at the end of the paper the authors explore the value, advantage and disadvantage of this method applied in study of network competitive intelligence.

关 键 词：价值链分析 虚拟价值链 网络竞争情报 Web内容分析 网络信息计量学 

分 类 号：F713.36[经济管理—产业经济]