職場(chǎng)英語：何為競(jìng)爭(zhēng)情報(bào) ?

　　Definition:定義：

　　Competitive intelligence is the gathering of information about a business’s competitors to make one's own business more competitive.競(jìng)爭(zhēng)情報(bào)指的是收集某一行業(yè)競(jìng)爭(zhēng)對(duì)手的商業(yè)信息從而使本企業(yè)更具競(jìng)爭(zhēng)力。

　　Competitive intelligence, then, is the kind of market research designed and carried out to find and keep a business’s market share.競(jìng)爭(zhēng)情報(bào)也是一種設(shè)計(jì)用于尋找和獲得商業(yè)市場(chǎng)份額的市場(chǎng)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(guān)于商業(yè)競(jìng)爭(zhēng)的情報(bào)并對(duì)其進(jìn)行分析，對(duì)于商業(yè)計(jì)劃是一個(gè)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(dāng)新的市場(chǎng)競(jìng)爭(zhēng)對(duì)手出現(xiàn)的時(shí)候，已有的競(jìng)爭(zhēng)對(duì)手就會(huì)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(duì)于成功的'小型企業(yè)，競(jìng)爭(zhēng)情報(bào)的獲取是有規(guī)律和持續(xù)的。如果沒有這些情報(bào)，你將沒有辦法為保留或吸引新客戶而作出營(yíng)銷計(jì)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(jìng)爭(zhēng)情報(bào)呢?其中關(guān)于競(jìng)爭(zhēng)對(duì)手的產(chǎn)品或服務(wù)，價(jià)格的信息，當(dāng)然，還有他們的供應(yīng)商，還有客戶對(duì)他們的評(píng)價(jià)，以及公司政策，還有他們所發(fā)布的推廣方式。簡(jiǎn)而言之，就是任何可以幫助你了解對(duì)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(jìng)爭(zhēng)情報(bào)的渠道有很多包括大眾傳媒，如報(bào)紙，電視和網(wǎng)絡(luò)，還有其他商務(wù)人士，競(jìng)爭(zhēng)者的員工和客戶等。

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