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567RESEARCHOFSTRATEGICAPPLICATIONOFCOMPETITIVEINTELLIGENCEINSMALLANDMEDIUMENTERPRISESABSTRACTWiththerapiddevelopmentofinformationsocietyandcompetitiveintelligence(CI),strategicapplicationofCIhasbeendevelopingincreasinglyinenterprises.CIisurgentlyrequiredinsmallandmediumenterprisestoassistthestrategyplanandmanagement.InChina,smallandmediumenterprisesneedCIurgently,meanwhile,theylackabundantfund,CItalents,CIknowledgeandappropriatedirectionsinCIpractice.Theseallleadtothelaunchofthisthesis.ThethesisfirstlyintroducesthebasicknowledgeofCI,thestrategiceffectofCIinstrategymanagement,andvaluableexperiencesinforeigncountries.ThenthethesissumsupsomeusefulpointsforsmallandmediumenterprisesfromstrategicapplicationofCIandvaluableexperiencesin8foreigncountries.Withtheusefulpoints,strategicmanagementtheoryandtheCIfeaturesofsmallandmediumenterprises,thethesisresearchesthepracticalandstrategicapplicationmethodsofCIinsmallandmediumenterprises.ThemethodsandCIsystemincludecompetitivestrategyandCIrequirementindifferentindustries,companyorganizationofCI,CIsearch,CIanalysisandCIservicemethods.Meanwhile,thethesisbringsblueoceanstrategyintoCIapplication.Attheend,thethesisilluminatesthetheorywithtwocasestudiesinrespectivesizesandindustries.AndthecasesdemonstratethatthemethodsputforwardinthisthesisareabletoprovidedirectionsforsmallandmediumenterprisesinstrategicCIpractice.KEYWORDS:competitiveintelligence,smallandmediumenterprise,strategy,industry,blueoceanstrategy,CIsystem3200811742008117200811711.1.1.21.2.1.2.3.4.1.3.31-1Figure1-1Theskeletonofthethesis42.2.1.CompetitiveIntelligenceSocietyofCompetitiveIntelligenceProfessionalsSCIP2.2.CompetitiveIntelligence205019865Internet2.2.1.SCIP1986SCIPSCIPSCIP25%1014%505.4%100199810082%1060%19952.2.2.9019916199312199491995~19982000“”199411995519992.3.2.3.1.1.72.3.2.3.2.1.2./53.4.5.5/6.8Internet2.3.3.2.3.4.9SWOT2.3.5.2.4.E.50090103.3.1.3.1.1.“”“”·“”“”“”“”“”“”“”3.1.2.113.1.3.1.2.3.123.2.3.2.1.133-1PESPESTT1.SWOTSWOTSWOTK.J.1971Strength(Weakness)(Opportunity)(Threat)14SWOTSWOTSWOTSWOTBasisMatrixSWOSOWOTSTWT3-1SWOTFigure3-1SWOTsketchmap2.·12345153-2Figure3-2PorterFivePower3.4.2070123455.16JayKurtz3-3Figure3-3Wargame3.2.2.171.2.3.4.QSPMQuantitativeStrategicPlanningMatrixQSPMQSPMQSPM3-2QSPMABCD123567183.2.3.3.2.4.1.2.194.905004.1.·“”1704-1“”204.2.214-1Figure4-1CompetitiveintelligenceinShell1.2.223.4.25504.3.Larscom250234.4.1.2.3.4.5.245.5.1.200220003430030004000300034600300040005001.550030003000350030001000340030001996255-12628125262812575121368-1990995220-4960217950-99282881100-299224580300-499449162576644500-999308301000-4999188045000-9999128110000566955.2.5.2.1.1.200530087%12%2.263.4.30025%80%5.275.2.2.1.128FFFF2WTO2.3.295.3.5.3.1.1.1234562.1302343.131MIPSARM23325.3.2.1.12342.12333.1235.3.3.1.12345673482.107233.3512345.3.4.1.1234362.12343.1235.4.5.4.1.37W.··200525.4.2.SWOTLG385.4.3.1.2.3.4.5.395.4.4.1.2.4012TimexSwatchSwatchSwatch345413.TheBodyShopTheBodyShopTheFaceShopTheBodyShopTheBodyShop425.4.5.5.5.1.2.3.431PC2345.5.1.445-1Figure5-1:organizationstructureinsmallandmediumenterprises5.5.2.1.2.451GoogleRSSArrow23.TRS5.5.3.461.2.Newsletter3.4.BBSFTPBBSFTPBBSFTPFTPBBSBBS475.6.BBSNewsletter5-25-2Chart5-2:thestructureandthinkingofthischapter485-2BBSFTPNewsletter496.6.1.L6.1.1.L200519942005LL15CEOCEO506.1.2.LLLLLLCEOCEO6.1.3.CEOLLLLLL1.LL512.LLLnews.google.comGoogleLGoogleGoogleLPRNewswire,BusinessWire,PrimeWire3.LLGoogle52LLHooversHoover4.L5.CEOCEOCEO6.LLLLLL2007L500LVOIPVoiceOverInternetProtocol536.2.N6.2.1.N302005643.840%5NN546.2.2.NNN1.NNN2.NN2.NNNNN3.554.NNNewsletterN6-1NFigure6-1OrganizationofNCompany6.3.56LNLN1.L1LLITITLLL2LLL3LCEO4LCEOCEOLLL2.N1NN572NN3NN4NLN5NLN6NNNNN3.LN58597.1.2.BBSFTP3.4.1.2.603.61[1]19974872129141[2]W.··200578120[3]2002[4]()•E.(JohnE.Prescott)()•H.(StephenH.Miller)200450100[5]·L·200557~335[6]2004[7]200532022[8]20046352366[9]2002278[10]2003(10)632635[11]2006(11)28~30[12]2005(9)2930[13][D]2006[14][D]2003[15]200312735748[16][D]2006[17]2006(6)[18][D]2005[19]2004(5)497~499[20][D]2006[21]——2006(1)76~8062[22]2004(11)192~193[23][D]2005[24]2006(4)492~495[25][D]2006[26][D]2006[27]2002(2)71~73[28]1996(9)53~58[29]PCChinaComputerUsers20065[30]20073[31]2004841-43[32]SWOT20057[33]SWOT20065[34]SWOT20023[35]20042[36]20063[37]——20032[38]MariaAuxiliadoradoNascimentoMe´lo,DeniseDumkedeMedeiros.Amodelforanalyzingthecompetitivestrategyofhealthplaninsurersusingasystemofcompetitiveintelligence.TheTQMMagazine.Vol.19No.3,2007.pp.206-216[39]ConwayLackman,KennethSaban,JohnLanasa.Thecontributionofmarketintelligencetotacticalandstrategicbusinessdecisions.MarketingIntelligence&Planning.18/1[2000]6–8[40]LiamFahey.Connectingstrategyandcompetitiveintelligence:refocusingintelligencetoproducecriticalstrategyinputs.STRATEGY&LEADERSHIP.VOL.35NO.12007,pp.4-12[41]AlfH.Walle.Frommarketingresearchtocompetitiveintelligence:usefulgeneralizationorlossoffocus?ManagementDecision.37/6[1999]519–525[42]LawrenceC.Rhyne.ProductDevelopmentwithaNewTechnology.JournalofProduct&BrandManagement.Vol.3No.3,1994,pp.39-5063[43]Nozomu[