competitive intelligence競爭情報
Competitive Intelligence 中的Intelligence，該詞不僅僅有"情報"的含義，還帶有"智謀"之義。非常廣義的解釋就是一個組織感知外部環境變化，秉作出反應，使該組織更好地適應環境變化這種行為或能力。競爭情報是關於競爭環境、競爭對手和競爭策略的信息研究，是市場劇烈競爭和社會信息化高度發展的產物，既是企業發展的重要基礎，也是情報研究工作的延伸和發展，已成為信息界和企業界關注的熱點。競爭情報的內容包括情報收集和情報分析。一般由四個方面組成：
1、理解競爭性質，包括行業競爭特性，競爭場所等；
2、理解競爭者，包括識別競爭者收集競爭者情報，推斷對手的競爭策略等；
3、分析競爭形勢，包括競爭態勢和地位分析，優勢、弱點、機會、威脅（SWOT）分析，未來競爭動向和趨勢推測等；
4、制定製勝的競爭戰略，屬競爭情報的套用，主要是配合決策人員等。
競爭情報是關於競爭環境、競爭對手、競爭態勢和競爭策略的信息和研究。它既是一種過程（對競爭信息的收集和分析過程），也是一種產品（包括由此形成的情報或策略）。一般簡稱為CI（Competitive Intelligence）。
競爭情報英文全稱Competitive Intelligence,簡稱CI。它最早出現於20世紀50年代，崛起於20世紀80年代，是國家競爭戰略、軍事情報體系套用到商業領域的產物，如今已經廣泛、深刻地影響著全球商界。
根據SCIP（美國競爭情報專業人員協會）的定義，競爭情報是對整體競爭環境和競爭對手的一個全面監測過程。它通過合法手段收集和分析商業競爭中有關商業行為的優勢、劣勢和機會的信息，圍繞企業競爭戰略，最終直接或間接支持決策。某種意義上可以說，競爭情報具有三大核心功能：
* 預警系統（監測、跟蹤、預期、發現）
* 決策支持（競爭方式、生產決策、新市場、技術研發）
* 學習系統（借鑑、比較、管理方法和工具、避免僵化）
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"Competitive Intelligence (CI) is both a process and a product. The process of Competitive Intelligence is the action of gathering, analyzing, and applying information about products, domain constituents, customers, and competitors for the short term and long term planning needs of an organization. The product of Competitive Intelligence is the actionable output ascertained by the needs prescribed by an organization."
Key points of these definitions:
Competitive Intelligence is an ethical and legal business practice. (This is important as CI professionals emphasize that the discipline is not the same as industrial espionage which is both unethical and usually illegal).
The focus is on the external business environment.
There is a process involved in gathering information, converting it into intelligence and then utilizing this in business decision making. CI professionals emphasize that if the intelligence gathered is not usable (or actionable) then it is not intelligence.
The term is often viewed as synonymous with Competitor analysis but Competitive Intelligence is more than analyzing competitors — it is about making the organization more competitive relative to its existing set of competitors and potential competitors. Customers and key external stakeholders define the set of competitors for the organization and, in so doing, describe what could be a substitute for the business, votes, donations or other activities of the organization. The term is often abbreviated as CI, and most large businesses now have some Competitive Intelligences functions with staff involved often being members of professional associations such as the Society of Competitive Intelligence Professionals.
The Society of Competitive Intelligence Professionals (SCIP) is an organization for those who are interested in learning more about Competitive Intelligence. Established in 1986, they provide education and networking opportunities for business professionals, and provide up to date market research and analysis. “Members of the SCIP have backgrounds in market research, strategic analysis, science and technology.”³
