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When the word "intelligence" is mentioned, most people will think of the mysterious characters such as the US CIA, 007, and thrilling movie fragments. In fact, intelligence does not only play a role in the military and political fields. In business activities, intelligence is critical to the fate of a business, and even to the fate of an industry. Dai Luhong, executive deputy secretary-general of the Competitive Intelligence Branch of the China Association for Science and Technology Information, even believes that competitive intelligence has become the fourth core competitiveness of enterprises after products, marketing and services. But the acquisition of business intelligence is not always associated with hacking, commercial espionage, illegal theft and other means. In fact, the source of business intelligence is multi-channel, and it is entirely possible to obtain trade secrets by legal means.
China's corporate information surplus information scarcity
One of the salient features of military intelligence is practicality. As a business intelligence, it cannot stay at the theoretical level. Intelligence must have the practical value of enterprise decision-making, that is, it must be practical.
There is such an example, a Korean company wants to cooperate with a large domestic company. In the case of several competitors coexisting, it is not easy to get the person in charge of this company. The other party neither accepts the guest nor has any personal hobbies. It seems to be a person without weakness. But the Korean company got the information that the son of the person in charge of the company had a strange disease, and that the disease happened to have a medicine in Korea. So through such an intelligence, the Korean company established contact with the head of the company and successfully reached a cooperation.
The use of competitive intelligence has become a more conventional means for foreign companies to enter emerging markets or to cooperate, but the use of intelligence by Chinese companies is still in its infancy. Many companies are willing to spend hundreds of thousands of dollars to buy hardware, but they are not willing to spend money to buy intelligence. Even if you get the information, you don't know how to use it. Some companies even equate competitive intelligence with the investigation report.
Zhang Shiping, the chairman of Beijing Borui Yudian Information Technology Co., Ltd., once worked as a scout in the army, specializing in the collection of military intelligence. He believes that military intelligence has a very obvious feature that is practical. As a business intelligence, it cannot stay at the theoretical level. Intelligence must have the practical value of enterprise decision-making, that is, it must be practical.
However, in China, enterprises still have a lot of misunderstandings about business intelligence. Some believe that competitive intelligence is only a theory, while others believe that competitive intelligence needs to be obtained through commercial espionage, eavesdropping and other illegal means. At this point, the awareness of Chinese companies and the United States, Japan, and South Korea is far apart.
It is understood that after World War II, many of the military intelligence officers have entered the corporate work. In the automotive and electronics industries, they have obtained a large amount of business intelligence from competitors in other countries such as the United States. Later, in these areas, the US competitors were quickly defeated.
To get information, you must first find the source of intelligence.
In the Internet and in public information, there are often a large number of intelligence clues. Finding these clues and verifying each other can really get useful information.
"Intelligence will appear in all kinds of information, and the key is to discover." Zhang Shiping said that he would present a public speech report. He said that in this report, 17 leaked information.
Zhang Shiping said that he had encountered such a case: both A and B companies are wine producers. When they were an intelligence consultant for A company, B company put an advertisement of 1 million yuan in a certain place in the northeast. Prior to this, A and B companies believed that the Northeast market did not have much value, because there were many local wine producers at the time, and the Northeasters liked to drink beer and liquor, and the preference for wine was not high. However, A company believes that B's investment of 1 million yuan in advertising costs indicates that its determination to do the Northeast market is not an accidental phenomenon.
After investigation, Company A found that the state stipulated in a new policy that wines with excessive indicators were not allowed to go on the market, and the indicators of the three local wineries in the Northeast were all exceeded. This kind of public information clearly implies such an intelligence: the northeast market will have a void in the wine market. So A company quickly launched a strategy to enter the Northeast market.
In the Internet and in public information, there are often a large number of intelligence clues. Finding these clues and verifying each other can really get useful information. For example, Chinese and Americans have different ways of thinking. Americans are more direct, so the information obtained in some speeches is more authentic, and Chinese people speak and write articles about subtlety and turning around, so the information obtained will be ambiguous, and it needs to be verified by multiple angles and channels.
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