英文题名：
Research on Ruhnn Action Plan Based on Competitive Intelligence Analysis
中文关键词：
竞争情报;;如涵控股;;行动计划;;PEST分析;;波特五力模型;;SWOT分析
中文摘要：
公司时刻面临着竞争,如何在激烈的竞争中取胜至关重要,竞争情报更是重中之重,在“知己”、“知彼”和“知环境”的基础上,制定相应的行动计划,方能立于不败之地。本文选择了我国MCN机构的典型代表——杭州如涵控股控股股份有限公司作为研究对象,综合运用文献研究法、网络调查法以及竞争情报分析方法,根据获得数据进行分析,为如涵控股制定相应的行动计划,为其的发展建言献策,以期在愈演愈烈的竞争中常胜不败。论文主要分为六个部分。第一部分:绪论——主要说明本文的研究背景与研究意义,通过进行文献综述,可以获得国内、国外关于竞争情报和如涵控股的研究现状,明确竞争情报分析方法和如涵控股的相关概念及范畴,简要地概述了本文的研究方法和研究思路,并对本文研究的创新点与不足进行说明。第二部分:“知己”——主要从对如涵控股发展现状进行研究,从总体概况、融资历程、经营数据、知识产权、旗下KOL、招聘信息、营销群体和舆情分析等八个方面对如涵控股的发展现状进行全方位的剖析和研究。第三部分:“知彼”主要对如涵控股的竞争对手进行分析,首先确认如涵控股的竞争对手,明确如涵控股的竞争对手是papitube,对其进行典型性分析,并从融资、知识产权、旗下KOL和舆情分析这四个方面与如涵控股进行比较。第四部分:“知环境”——从宏观竞争环境和微观竞争环境入手,用PEST分析方法,从政治、经济、社会、技术这4个方面对宏观竞争环境进行分析;用波特五力模型,从行业内竞争者、潜在竞争者、购买者、供应商、替代品这5个角度对微观竞争环境进行分析。第五部分:在第二部分的“知己”、第三部分的“知彼”、第四部分的“知环境”的基础上进行竞争战略分析,运用SWOT分析方法,构造SWOT矩阵,制定相应的行动计划。第六部分:结语与展望——对本文的研究进行总结,并对未来研究进行展望。
英文摘要：
Enterprises are faced with competition all the time.How to win in the fierce competition is very important.Competitive Intelligence is the most important thing.On the basis of "knowing oneself","knowing the other" and "knowing the environment",a corresponding action plan is made,in order to be invincible.This paper mainly choose the typical representative of China's MCN organization——Hangzhou Ruhnn Holding Co.,Ltd.as the research object.For such as the development of the corresponding action plan for its development advice,with a view to winning in the increasingly fierce competition.The thesis is mainly divided into six parts.The first part: Introduction to background and significance of the research,in view of the literature review to understand the research status of competitive intelligence and Ruhnn at home and abroad,to clarify the relevant concepts and categories of competitive intelligence analysis methods and Ruhnn,summary the research route and method,point out the Innovation and deficiency of the dissertation.The second part: mainly from the development and the current situation of Ruhnn Research,first described the development of Ruhnn overview,followed by the analysis of Ruhnn business data.The third part: The analysis of Ruhnn's mainly competitor,firstly confirm the competitors is Papitube,its analysis,and compare with Ruhnn.Part IV:starting with the macro-competitive environment and the micro-competitive environment,using the PEST analysis method,the macro-competitive environment is analyzed from Politics,Economy,Society and Technology,this paper analyzes the micro-competitive environment from five aspects:the existing competitors,the potential competitors,the substitutes,the buyers,and the suppliers.Part V: In the second part of the "know yourself",the third part of the "know the environment",the fourth part of the "know the other" based on competitivestrategy analysis,the use of SWOT analysis method,the construction of SWOT Matrix,the formulation of the corresponding action plan.The sixth part: Conclusion and prospect: As a conclusion to the research of competitive strategy,it also explains the deficiency of this paper and the tentative plan of the future research.
