| 基于广告的竞争情报初探 |
| |
| 引用本文： | 卢宏.基于广告的竞争情报初探[J].情报学报,2008,27(2):315. |
| |
| 作者姓名： | 卢宏 |
| |
| 作者单位： | 南京大学信息管理系,南京,210093 |
| |
| 摘 要： | 本文从理论和实践两个方面对基于广告的竞争情报作了初步研究.文章首先指出广告信息源对于竞争情报研究的意义,然后回顾了目前学术界和产业界关于基于广告的竞争情报的相关研究和实务的现状,接着论述了广告信息源与竞争情报的关系,并阐述了主要广告内容的竞争情报特征,在这基础上提出了和竞争理论、博弈论、信息不对称理论结合的研究思路,最后对基于广告信息源竞争情报工作和研究的难点作了探讨.
|
| 关 键 词： | 广告 竞争情报 竞争理论 博弈论 信息不对称理论 |
| 修稿时间： | 2007年1月26日 |
Preliminary Research on Competitive Intelligence Based on Advertising |
| |
| Lu Hong.Preliminary Research on Competitive Intelligence Based on Advertising[J].Journal of the China Society for Scientific andTechnical Information,2008,27(2):315. |
| |
| Authors: | Lu Hong |
| |
| Institution: | Lu Hong (Department of Information Management,Nanjing University,Nanjing 210093) |
| |
| Abstract: | From the perspective of theory and practice,the article does a pilot study on competitive intelligence based on advertising.Firstly,the article points out the significance of advertising to competitive intelligence research.Secondly,the article reviews the stares quo of related research and practice in the field of academia and industry.Then the article discusses the relationship of advertising and competitive intelligence and characteristic of different advertising forms from the view of competitive intell... |
| |
| Keywords: | advertising competitive intelligence competition theory game theory asymmetric information theory |
| 本文献已被 CNKI 万方数据 等数据库收录！ |
|
