摘要
目前,Web2.0工具的使用已相当普遍,并逐步渗透到了市场营销竞争情报工作中,对营销员的竞争优势和工作绩效产生了很大影响。为了解Web2.0工具在市场营销竞争情报中的应用现状及存在的问题,本文以镇江地区的小微企业为主要对象,进行了实证调研和统计分析。研究显示,目前Web2.0工具在小微企业市场营销竞争情报中的使用认知并不高,且多数企业缺乏成熟的Web2.0平台,而各类Web2.0工具的应用价值开发不完全,致使Web2.0工具的应用障碍较大。针对上述问题,本文提出了相应的建议。
Nowadays, it is popular to use Web2.0 tools, which has been applied in marketing competitive intelligence.As a result, the competitive advantage and performance of salespeople have been improved. In this paper, we explored the acceptance and existing problems of Web2.0 tools applied in small and micro businesses’ marketing competitive intelligence through questionnaire survey and semi-structured interview. The results indicate that the cognition of applying Web2.0 tools is weak, most enterprises haven’t constructed a mature social media communication platform, and the value of Web2.0 tools has not been developed completely, thus, various barriers are existed. At the end, the paper put forward relevant suggestions to solve these problems.
作者
宋新平
朱鹏云
SONG Xinping;ZHU Pengyun(Management School of Jiangsu University, Zhenjiang 212013)
出处
《竞争情报》
2016年第5期45-52,共8页
Competitive Intelligence
