職場英語：何為競爭情報 ?

　　Definition:定義：

　　Competitive intelligence is the gathering of information about a business’s competitors to make one's own business more competitive.競爭情報指的是收集某一行業(yè)競爭對手的商業(yè)信息從而使本企業(yè)更具競爭力。

　　Competitive intelligence, then, is the kind of market research designed and carried out to find and keep a business’s market share.競爭情報也是一種設計用于尋找和獲得商業(yè)市場份額的市場研究手段。

　　Gathering information about the competition and analyzing it is an important part of working through a business plan, but is just as important to established businesses. New competitors may move into a market; existing competitors may change their practices.收集關于商業(yè)競爭的情報并對其進行分析，對于商業(yè)計劃是一個很重要的環(huán)節(jié)，不過這也只限于成立企業(yè)公司的層面而已。當新的市場競爭對手出現(xiàn)的時候，已有的競爭對手就會改變他們的策略。

　　For successful small businesses, competitive intelligence is regular and ongoing. Without it, you won’t be able to make the marketing decisions that will keep or draw customers and/or clients.對于成功的'小型企業(yè)，競爭情報的獲取是有規(guī)律和持續(xù)的。如果沒有這些情報，你將沒有辦法為保留或吸引新客戶而作出營銷計劃。

　　What sorts of information might a small business building competitive intelligence gather? Information about a competitor’s products and/or services and the prices they’re charging for them, of course, but also information such as who their suppliers are, what their customer or clients say about them, what their company policies are, what sorts of communications they send out... In short, any information that’s going to help you know more about them.哪一類信息屬于小型企業(yè)獲取的競爭情報呢?其中關于競爭對手的產品或服務，價格的信息，當然，還有他們的供應商，還有客戶對他們的評價，以及公司政策，還有他們所發(fā)布的推廣方式。簡而言之，就是任何可以幫助你了解對方公司的信息。

　　Competitive intelligence sources for small businesses include media such as newspapers, television and the Internet, other business people, your competitors’ staff and your competitors’ customers or clients.小型企業(yè)獲取競爭情報的渠道有很多包括大眾傳媒，如報紙，電視和網(wǎng)絡，還有其他商務人士，競爭者的員工和客戶等。

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