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1、CI研究：沒有結(jié)構(gòu)化問卷不是定性IDI，也非定量訪問。但更偏重定性一些不用于Adhocresearch的一種研究Competitiveintelligenceisathoughtful,organizedandcreativeprocessofacquiringrelevantcompetitivedataanddistillingitintoactionableintelligencetosupportadecision.CIistheARTof:Deliveringthatknowledge(intelligence)toclienttosupportthemarketstrategy
2、.Findingoutthethingsourcompetitorsdon’twantustoknowFiguringoutwhatthosethingsmeantoSPUnderstandcompetitormotivationsPredictcompetitorbehaviorGaincompetitiveadvantageWepracticeCIto:Wininthemarketplace!LMCUnderstandingofCIStudy競(jìng)品信息(CI)通過深度的、嚴(yán)密的和創(chuàng)造性的分析，對(duì)市場(chǎng)競(jìng)品環(huán)境進(jìn)行全面監(jiān)測(cè)，從而為領(lǐng)導(dǎo)層戰(zhàn)略決策提供依據(jù)。CI是一門藝術(shù)：把這些信息傳遞給客戶，
3、為客戶做出市場(chǎng)決策提供依據(jù)發(fā)現(xiàn)競(jìng)爭(zhēng)對(duì)手不希望我們知道的信息理解這些信息對(duì)我們的意義了解競(jìng)爭(zhēng)對(duì)手的動(dòng)機(jī)預(yù)測(cè)競(jìng)爭(zhēng)對(duì)手的行為獲取競(jìng)爭(zhēng)優(yōu)勢(shì)我們將CI用于：贏得市場(chǎng)LMC對(duì)收集競(jìng)品信息的理解UnderstandwhattheymeanFindthebehindsuccessConsultationPlanningSecondarySourcesPrimarySourcesDisseminationAnalysisDecisionMakerTelleveryonewhoneedstoknowUsetheintelligencethedecisionthekeyintelligenceareaIdent
4、ifythekeyintelligenceissuesDuetothestrategicimpactoftheproject,werecommendthisprojecttobeaninteractivelearn-act-improveprocesstogetbestmarketandcustomerinsightswhichcanreallyhaveanimpactonbusinessresults.FunctionalCIProcess理解競(jìng)品信息的意義尋找成功背后的原因咨詢計(jì)劃二手資料一手資料傳播分析決策者告知每一個(gè)需要知道的人使用競(jìng)品信息作出決定關(guān)鍵的競(jìng)品信息范圍確立關(guān)鍵的競(jìng)品信
5、息問題由于項(xiàng)目的戰(zhàn)略影響，LMC建議將把本次項(xiàng)目看做是一個(gè)能互動(dòng)的學(xué)習(xí)-行動(dòng)-提高的過程，從而深刻地洞察市場(chǎng)和客戶，以便對(duì)武漢維斯第的商業(yè)決策產(chǎn)生有益幫助。競(jìng)品信息分析過程Primaryresearch: In-depthbusinessinterviewsSecondaryresearchAnalysis&RecommendationsbyLivingstonMarketConsultants20%ofdata80%ofdataExecutiveinterviewswith:Sales,marketing&productmanagers,medicalstaffinthecompanyD
6、istributors/PromotionAgenciesCompetitorexitemployeeIndustryexpertServeasbenchmarkforrestofresearchprocessLearnaboutindustry,competitorsandintervieweebackgroundNeedtoknowthejargonsoftheindustryandlatestmovesintheindustrytoestablishconfidencelevelsand“peer-to-peer”discussionIdentifynewinterviewtarge
7、tsPrepareintroductionforinterviewsTovalidateandclarifythecompetitors’activities(registration,clinicaltrials,marketingactivitiesandsalescoverage).Interviewswiththoughtleadersinthebusinesstoobtaininformationthatwil
