{"id":36377,"date":"2023-12-08T12:09:05","date_gmt":"2023-12-08T12:09:05","guid":{"rendered":"https:\/\/masterskills.org\/blog\/nguon-thong-tin-canh-tranh-competitive-intelligence-source-la-gi.html"},"modified":"2023-12-24T21:44:14","modified_gmt":"2023-12-24T14:44:14","slug":"nguon-thong-tin-canh-tranh-competitive-intelligence-source-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/nguon-thong-tin-canh-tranh-competitive-intelligence-source-la-gi.html","title":{"rendered":"Ngu\u1ed3n th\u00f4ng tin c\u1ea1nh tranh (Competitive Intelligence Source) l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: Accelerated Digital)<\/i><\/p>\n<\/div>\n<\/div>\n

Ngu\u1ed3n th\u00f4ng tin c\u1ea1nh tranh (Competitive Intelligence Source)<\/font><\/h2>\n

Kh\u00e1i ni\u1ec7m\u00a0<\/b><\/p>\n

Ngu\u1ed3n th\u00f4ng tin c\u1ea1nh tranh<\/b> trong ti\u1ebfng Anh g\u1ecdi l\u00e0 Competitive Intelligence Source<\/b>.<\/p>\n

Ngu\u1ed3n th\u00f4ng tin c\u1ea1nh tranh<\/b> l\u00e0 n\u01a1i c\u00f3 th\u1ec3 thu th\u1eadp th\u00f4ng tin t\u00ecnh b\u00e1o v\u1ec1 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh gi\u00fap cho c\u00e1c doanh nghi\u1ec7p hi\u1ec3u bi\u1ebft \u0111\u01b0\u1ee3c \u0111\u1ed1i th\u1ee7 c\u1ee7a m\u00ecnh, t\u1eeb \u0111\u00f3 \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh marketing h\u1eefu hi\u1ec7u.<\/p>\n

C\u00e1c ngu\u1ed3n th\u00f4ng tin c\u1ea1nh tranh\u00a0c\u01a1 b\u1ea3n<\/font>\u00a0<\/h3>\n

C\u00f3 4 ngu\u1ed3n tin c\u01a1 b\u1ea3n m\u00e0 doanh nghi\u1ec7p c\u00f3 th\u1ec3 thu th\u1eadp th\u00f4ng tin v\u1ec1 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n

Nh\u1eefng nh\u00e2n vi\u00ean c\u1ee7a c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh v\u00e0 nh\u1eefng ng\u01b0\u1eddi m\u1edbi tuy\u1ec3n d\u1ee5ng<\/b><\/p>\n

Doanh nghi\u1ec7p c\u00f3 th\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c th\u00f4ng tin v\u1ec1 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, chi\u1ebfn l\u01b0\u1ee3c v\u00e0 ch\u00ednh s\u00e1ch ph\u00e1t tri\u1ec3n c\u1ee7a h\u1ecd t\u1eeb nh\u1eefng cu\u1ed9c ph\u1ecfng v\u1ea5n xin vi\u1ec7c hay t\u1eeb c\u00e1c cu\u1ed9c n\u00f3i chuy\u1ec7n v\u1edbi c\u00f4ng nh\u00e2n vi\u00ean c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n

M\u1ed9t s\u1ed1 doanh nghi\u1ec7p t\u00ecm c\u00e1ch \u0111\u0103ng th\u00f4ng b\u00e1o tuy\u1ec3n d\u1ee5ng v\u1edbi ch\u1ebf \u0111\u1ed9 l\u01b0\u01a1ng th\u01b0\u1edfng h\u1ea5p d\u1eabn ch\u1ec9 \u0111\u1ec3 moi th\u00f4ng tin t\u1eeb nh\u1eefng ng\u01b0\u1eddi c\u00f3 kinh nghi\u1ec7m v\u1ec1 l\u0129nh v\u1ef1c m\u00e0 h\u1ecd quan t\u00e2m.\u00a0<\/p>\n

H\u1ecd c\u00f2n t\u00ecm c\u00e1ch l\u00f4i k\u00e9o \u0111\u01b0\u1ee3c nh\u1eefng ng\u01b0\u1eddi ch\u1ee7 ch\u1ed1t c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh b\u1edfi \u0111\u00f3 l\u00e0 ngu\u1ed3n cung c\u1ea5p th\u00f4ng tin \u0111\u1ea7y \u0111\u1ee7 v\u00e0 quan tr\u1ecdng cho c\u00e1c quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a doanh nghi\u1ec7p.<\/p>\n

C\u00e1c chuy\u00ean gia m\u00e0 doanh nghi\u1ec7p c\u1eed \u0111i d\u1ef1 c\u00e1c cu\u1ed9c tri\u1ec3n l\u00e3m ho\u1eb7c c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh gi\u1edbi thi\u1ec7u s\u1ea3n ph\u1ea9m m\u1edbi, c\u00e1c cu\u1ed9c h\u1ed9i ngh\u1ecb kh\u00e1ch h\u00e0ng, c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh h\u1ed9i th\u1ea3o c\u1ee7a \u0111\u1ed1i th\u1ee7… s\u1ebd c\u00f3 kh\u1ea3 n\u0103ng thu th\u1eadp \u0111\u01b0\u1ee3c nh\u1eefng th\u00f4ng tin qu\u00ed b\u00e1u v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c, chi\u1ebfn thu\u1eadt v\u00e0 kh\u1ea3 n\u0103ng c\u1ea1nh tranh c\u1ee7a \u0111\u1ed1i th\u1ee7.\u00a0<\/p>\n

T\u1eeb nh\u1eefng ng\u01b0\u1eddi c\u00f3 quan h\u1ec7 v\u1edbi \u0111\u1ed1i th\u1ee7<\/b><\/p>\n

Nh\u1eefng kh\u00e1ch h\u00e0ng ch\u1ee7 ch\u1ed1t, nh\u1eefng kh\u00e1ch h\u00e0ng c\u00f3 qui m\u00f4 l\u1edbn hay c\u00f3 \u1ea3nh h\u01b0\u1edfng l\u1edbn t\u1edbi nh\u1eefng ng\u01b0\u1eddi kh\u00e1c lu\u00f4n l\u00e0 ngu\u1ed3n cung c\u1ea5p th\u00f4ng tin v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c l\u00f4i k\u00e9o kh\u00e1ch h\u00e0ng c\u1ee7a \u0111\u1ed1i th\u1ee7 \u0111\u00e1ng tin c\u1eady.\u00a0<\/p>\n

Nh\u1eefng ng\u01b0\u1eddi n\u00e0y lu\u00f4n s\u1eb5n l\u00f2ng cung c\u1ea5p th\u00f4ng tin v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh cho doanh nghi\u1ec7p b\u1edfi h\u1ecd mu\u1ed1n qua \u0111\u00f3 \u0111\u00f2i h\u1ecfi nhi\u1ec1u quy\u1ec1n l\u1ee3i h\u01a1n khi tham gia trao \u0111\u1ed5i v\u1edbi doanh nghi\u1ec7p.\u00a0<\/p>\n

Tuy nhi\u00ean, \u0111\u00f4i khi h\u1ecd l\u1ea1i n\u00f3i qu\u00e1 v\u1ec1 c\u00e1c chi\u1ebfn l\u01b0\u1ee3c l\u00f4i k\u00e9o kh\u00e1ch h\u00e0ng c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh n\u00ean khi thu th\u1eadp th\u00f4ng tin t\u1eeb h\u1ecd, doanh nghi\u1ec7p c\u0169ng c\u1ea7n c\u00f3 c\u00e1ch th\u1ee9c ki\u1ec3m tra l\u1ea1i.<\/p>\n

Tr\u00ean th\u1ef1c t\u1ebf c\u00f3 nhi\u1ec1u doanh nghi\u1ec7p \u0111\u00e3 c\u1eed nh\u00e2n vi\u00ean l\u00e0m vi\u1ec7c mi\u1ec5n ph\u00ed cho kh\u00e1ch h\u00e0ng \u0111\u1ec3 thu th\u1eadp th\u00f4ng tin ch\u00ednh x\u00e1c v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a \u0111\u1ed1i th\u1ee7 canh tranh.\u00a0<\/p>\n

M\u1ed1i quan h\u1ec7 t\u1ed1t \u0111\u1eb9p gi\u1eefa nh\u00e2n vi\u00ean c\u1ee7a doanh nghi\u1ec7p v\u1edbi kh\u00e1ch h\u00e0ng l\u1edbn c\u00f3 th\u1ec3 c\u00f2n cho ph\u00e9p h\u1ecd thu th\u1eadp \u0111\u01b0\u1ee3c th\u00f4ng tin v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c m\u00e0 \u0111\u1ed1i th\u1ee7 s\u1ebd s\u1eed d\u1ee5ng trong t\u01b0\u01a1ng lai g\u1ea7n nh\u01b0 vi\u1ec7c \u0111\u01b0a ra s\u1ea3n ph\u1ea9m m\u1edbi, \u00e1p d\u1ee5ng m\u1ed9t m\u1ee9c gi\u00e1 hay m\u1ed9t ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u1ea1i n\u00e0o \u0111\u00f3.\u00a0<\/p>\n

T\u1eeb nh\u1eefng t\u00e0i li\u1ec7u \u0111\u00e3 xu\u1ea5t b\u1ea3n, nh\u1eefng ngu\u1ed3n cung c\u1ea5p th\u00f4ng tin c\u00f4ng c\u1ed9ng<\/b><\/p>\n

Nh\u1eefng th\u00f4ng tin c\u00f3 tr\u00ean c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n th\u00f4ng tin \u0111\u1ea1i ch\u00fang s\u1ebd cho ph\u00e9p doanh nghi\u1ec7p d\u1ef1 b\u00e1o \u0111\u01b0\u1ee3c xu h\u01b0\u1edbng ph\u00e1t tri\u1ec3n c\u1ee7a th\u1ecb tr\u01b0\u1eddng, c\u1ee7a c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh v\u00e0 c\u1ea3 nh\u1eefng nh\u1eadn \u0111\u1ecbnh c\u1ee7a c\u00f4ng ch\u00fang, c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh v\u1ec1 c\u00e1c chi\u1ebfn l\u01b0\u1ee3c m\u00e0 doanh nghi\u1ec7p \u0111ang s\u1eed d\u1ee5ng.\u00a0<\/p>\n

\u0110\u00f3 l\u00e0 m\u1ed9t trong nh\u1eefng n\u1ec1n t\u1ea3ng \u0111\u1ec3 doanh nghi\u1ec7p ho\u00e0n ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c marketing c\u0169ng nh\u01b0 chi\u1ebfn l\u01b0\u1ee3c kinh doanh c\u1ee7a m\u00ecnh. Ngo\u00e0i ra, xu h\u01b0\u1edbng ph\u00e1t tri\u1ec3n c\u1ee7a c\u00f4ng ngh\u1ec7, nh\u1eefng qui \u0111\u1ecbnh lu\u1eadt ph\u00e1p hay nh\u1eefng th\u00f4ng tin v\u1ec1 v\u0103n h\u00f3a c\u1ee7a kh\u00e1ch h\u00e0ng c\u0169ng lu\u00f4n s\u1eb5n c\u00f3 tr\u00ean c\u00e1c t\u00e0i li\u1ec7u c\u00f4ng.<\/p>\n

C\u00e1c ngu\u1ed3n d\u1eef li\u1ec7u th\u1ee9 c\u1ea5p cung c\u1ea5p th\u00f4ng tin v\u1ec1 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh s\u1eb5n c\u00f3 cho c\u00e1c nh\u00e0 qu\u1ea3n tr\u1ecb marketing th\u01b0\u1eddng bao g\u1ed3m:<\/p>\n

– C\u00e1c ngu\u1ed3n n\u1ed9i b\u1ed9 doanh nghi\u1ec7p<\/p>\n

– C\u00e1c b\u00e1o c\u00e1o h\u00e0ng n\u0103m c\u1ee7a c\u00e1c c\u00f4ng ty<\/p>\n

– C\u00e1c \u0111\u0103ng k\u00ed ph\u00e1t minh s\u00e1ng ch\u1ebf v\u00e0 b\u1ea3o h\u1ed9 nh\u00e3n hi\u1ec7u\u00a0<\/p>\n

– C\u00e1c t\u1ea1p ch\u00ed kinh doanh v\u00e0 th\u01b0\u01a1ng m\u1ea1i\u00a0<\/p>\n

– C\u00e1c c\u00f4ng ty t\u01b0 v\u1ea5n\u00a0<\/p>\n

– C\u00e1c hi\u1ec7p h\u1ed9i th\u01b0\u01a1ng m\u1ea1i\u00a0<\/p>\n

– C\u00e1c qu\u1ea3ng c\u00e1o th\u01b0\u01a1ng m\u1ea1i<\/p>\n

– D\u1ecbch v\u1ee5 d\u1eef li\u1ec7u \u0111i\u1ec7n t\u1eed<\/p>\n

Theo d\u00f5i c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh\u00a0<\/b><\/p>\n

\u0110\u1ec3 ph\u00e2n t\u00edch ch\u00ednh x\u00e1c chi\u1ebfn l\u01b0\u1ee3c hi\u1ec7n th\u1eddi hay s\u1ea3n ph\u1ea9m c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, c\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 theo d\u00f5i t\u1eebng \u0111\u01b0\u1eddng \u0111i n\u01b0\u1edbc b\u01b0\u1edbc c\u1ee7a \u0111\u1ed1i th\u1ee7.\u00a0<\/p>\n

H\u1ecd c\u00f3 th\u1ec3 c\u00f2n mua ngay nh\u1eefng s\u1ea3n ph\u1ea9m m\u1edbi c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, nghi\u00ean c\u1ee9u t\u1eebng b\u1ed9 ph\u1eadn \u0111\u1ec3 ph\u00e2n t\u00edch xem \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh \u0111\u00e3 c\u00f3 chi\u1ebfn l\u01b0\u1ee3c v\u00e0 c\u00e1ch th\u1ee9c s\u1ea3n xu\u1ea5t, marketing v\u00e0 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m nh\u01b0 th\u1ebf n\u00e0o.\u00a0<\/p>\n

\u0110\u1ec3 x\u00e1c \u0111\u1ecbnh l\u1ee3i nhu\u1eadn c\u1ee7a \u0111\u1ed1i th\u1ee7, h\u1ecd c\u00f2n xem x\u00e9t t\u1eebng b\u1ed9 ph\u1eadn chi ph\u00ed v\u00e0 so s\u00e1nh n\u00f3 v\u1edbi gi\u00e1 b\u00e1n th\u1ef1c t\u1ebf \u0111\u1ed1i th\u1ee7 \u00e1p d\u1ee5ng cho s\u1ea3n ph\u1ea9m \u0111\u1ec3 t\u1eeb \u0111\u00f3 xem x\u00e9t kh\u1ea3 n\u0103ng th\u00e0nh c\u00f4ng khi h\u1ecd c\u0169ng ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m \u1ea5y.<\/p>\n

\u00a0(T\u00e0i li\u1ec7u tham kh\u1ea3o: Gi\u00e1o tr\u00ecnh Qu\u1ea3n tr\u1ecb Marketing, NXB \u0110\u1ea1i h\u1ecdc Kinh t\u1ebf Qu\u1ed1c d\u00e2n)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Ngu\u1ed3n th\u00f4ng tin c\u1ea1nh tranh (ti\u1ebfng Anh: Competitive Intelligence Source) l\u00e0 n\u01a1i c\u00f3 th\u1ec3 thu th\u1eadp th\u00f4ng tin t\u00ecnh b\u00e1o v\u1ec1 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh gi\u00fap cho c\u00e1c doanh nghi\u1ec7p hi\u1ec3u bi\u1ebft \u0111\u01b0\u1ee3c \u0111\u1ed1i th\u1ee7 c\u1ee7a m\u00ecnh, t\u1eeb \u0111\u00f3 \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh marketing h\u1eefu hi\u1ec7u.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[422],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36377"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=36377"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36377\/revisions"}],"predecessor-version":[{"id":68863,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36377\/revisions\/68863"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36377"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36377"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36377"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}