基于用户生成内容的新型市场竞争智能分析方法的研究

随着大数据时代的临近以及企业之间的竞争加剧，管理者越发重视企业外部大数据环境中的商机和挑战。大量企业过通过市场竞争智能分析技术获取及时、准确的竞争信息以维持自身的竞争优势，市场竞争智能分析已成为企业建立战略优势的关键技术。现有市场竞争智能分析技术大多基于竞争者或商家视角，从竞争对手数据或公开发表数据开展研究，较为少见利用大量用户生成内容从消费者角度关注竞争智能分析。消费者是企业成功的判定者，他们的想法有时更为重要，因此从用户角度进行市场竞争分析有助于企业了解消费者，改进商品和改善服务。本项目计划从用户生成内容的角度开展市场竞争智能分析研究，拟从如下几方面入手：（1）基于搜索日志的竞争者识别；（2）基于搜索日志的市场竞争情况分析；（3）基于竞争情况的在线评论意见分析。通过本项目提出的市场竞争智能分析方法能够帮助企业更好挖掘和把握企业外部大数据环境中的商机，在市场竞争中占据主动。

With the approaching era of Big Data and increased competition between enterprises, managers pay more attention to the opportunities and challenges in the environment of enterprise external Big Data. A large number of enterprises use competitive intelligence techniques to obtain timely and accurate information in order to maintain their competitive advantages. Hence, competitive intelligence has become the key technology to build strategic advantage for enterprises. Existing competitive intelligence techniques are mostly proposed from the competitor and business perspective and focus on competitor data or authoritative data (Professionally Produced Content). Few studies focus on competitive intelligence from the consumer perspective by using the user generated content (UGC). Consumers' ideas are very important, since they can determine the success of enterprises. Thus, competitive intelligence from the consumers' point of view can help enterprises understand consumers and improve their product and service. This project is planned to carry out competitive intelligence research based on user generated content. Thereafter, it focuses on the following aspects: (1) Competitor identification based on query logs; (2) Competitiveness analysis based on query logs; (3) Online review analysis based on competitiveness. This project tries to design novel competitive intelligence methods to help managers grasp the opportunities in the environment of enterprise external Big Data, and take the initiative in the competition.