在市場全球化、國際化競爭的環境中，企業需加強對競爭對手的了解、對競爭市場變動的認知，並致力於開發有特色創意的商品、開發多元化的行銷通路、及提供多元化的創新服務，此一趨勢，突顯競爭智慧(Competitive Intelligence，CI)的重要性。競爭智慧是一種過程，蒐集分析競爭環境的變化、競爭對手相關資訊，包括企業的競爭對手是誰、他們在產業的地位如何、競爭對手的策略等資訊，所產生的產品為智慧與謀略，提供給企業高層進行決策分析與提出因應對策，以取得競爭優勢，而競爭智慧系統也是企業預警的必要條件，企業可以利用競爭智慧系統，更彈性、 更快速的回應市場的變化。 本研究以個案公司進行案例分析，探討個案公司在中國發展冷藏飲料，因為產業環境競爭劇烈及個案公司經營不善情況下，個案公司應採取何種策略來改善現況，從九力分析推論出個案公司應主動操作科技作用力及新產品開發，讓消費者接受新產品，創造個案公司營收及利潤。故本研究選擇以新產品開發為研究方向，根據新產品屬性及影響消費者購買因素之分析，設計新產品開發模型結合競爭智慧，為個案公司設計創新流程，創造競爭優勢。 研究結果發現，商品競爭智慧之建立能幫助個案公司相關人員提高作業效率，亦可藉由此模型所提供的流程，快速反應市場的變化，提升消費者滿意度，間接提高企業品牌知名度，建立品牌優勢。此新產品開發模型可降低產業內競爭及購買者議價能力，對企業產生之威脅，提高企業在產業中的競爭力。因此市場追隨者更應建置競爭智慧流程，以提升自身的競爭優勢。 / In a globalization market and competitive environment, enterprises need to understand their competitors and be aware of changes in the competitive market .They also have to develop products with unique characteristics. Both to expand the diversified marketing channels, and to provide a wider range of innovative services .This trend, put across the importance of Competitive Intelligence. Competitive Intelligence is a process to collect and analysis the changing information of the competitive environment and competitors. The essential factor in keeping continuous competitive advantages is the combination of the firm’s strategic position, resources and capabilities altogether to develop the fit strategy or tactics to respond to the rapid changing of the competitive environment. How can firms use the immediateness , Comprehensiveness, Integration, and the extension of information technology (IT) to provide cross-sectional data collection as well as longitudinal trend analysis to assist decision makers make a more professional decisions instead of a personal experience . It is important that the competitive intelligence system shows warning signs of enterprises, so that decision makers can be more flexible and rapid in responding to the changing of the market. This research takes the case as an example case study of a lagger company. To study what strategy should be applied to the company in order to face keen competition under the pressure of both the market and the non-marketing environment of Chilled Non-alcoholic Beverage Industry in China. From the analyise of “The Nine Forces Analysis”, the company has been good at utilizing the IT and the “new product development process” to assist their operation and management process. To have the consumers accept the new product, and to increase the firm’s revenue and profit. Through combining the competitive intelligence system with the “new product development process” model, it will be helpful for any company to evaluate their own competitive advantage in comparing with other competitors. Result shows that the establishment of competitive intelligent system will improve the staff’s operating efficiencies and the process of “new product development process” model can quicker in responding to the change of the competitive market. Competitive intelligent system will enhance the consumer satisfaction, their brand visibility, and build advantages for the brand itself. The office of “new product development process” model in the competitive intelligent system can decrease the threats of competition within the industry and the enterprise bargaining powers of buyers, and increase the competition powers within the industry. So the followers of the market should have the process of competitive intelligence system on their side, in order to enhance their competitive advantages.

在全球化市場及國際化競爭的環境中，企業需加強對競爭對手的瞭解、對整體市場變動的認知、致力於開發有特色的產品、開發多元的行銷通路以及提供創新服務；而透過競爭智慧系統(Competitive Intelligence System, CIS)提供企業做預警的準備，估計競爭者未來可能採取的策略和反應，以有效地制定企業自己的策略方向及策略措施，適時反應市場變化。 本研究以五力分析為基礎與PEST結合形成九力分析，藉此分析記憶體模組產業此九項作用力間的強弱關係，並以九力觀點針對個案公司進行深入探究，得知個案公司於「供應商議價能力」之作用力對其他威脅性較高之市場因素。並透過SWOT 分析協助個案公司知悉目前定位，本研究藉由九力分析結果結合SWOT策略矩陣，建議個案公司建置競爭智慧系統，協助尋找上下游競爭決策流程之關鍵智慧議題，並深入探討如何設計對於上游採購之流程與相關競爭智慧之動態需求，並建立概念資料模型以供決策之用。 研究結果發現，記憶體模組產業目前所面臨最大挑戰為記憶體顆粒市場變化劇烈，需隨時掌握記憶體價格波動情況，並隨時監控市場交易情況，藉由建置競爭智慧系統了解各家競爭公司對於供應商之合作關係，快速反應市場的變化，提供個案公司完整之資料來源和結構化資料，以便未來企業做為決策之依據並追求機會，以提升自身競爭優勢。 / In the globalization market and competitive environment, enterprises need to understand their competitors and changes of the globalization market, to develop unique products, to diversify marketing channels, and also to provide innovative services. Through Competitive Intelligence System (CIS), enterprises can predict competitors’ strategies and responses in the future develop their own business strategy and have quick response to the change of the globalization market. This study uses the nine forces to investigate the critical production factors that have great impacts on the memory module industry. By means of the SWOT cross-matrix analysis, the study forms find out, analyze, constructs the strength and weakness of the case in this industry. According to the analysis, the force of the supplier’s bargaining power has more influence than the other forces. Then, this study explores how to design the process for the upstream procurement and the dynamic needs of competitive intelligence. Finally, according to the result to identify the key intelligence topic of the competitive decision-making process and build conceptual data model for decisions. The results show that the biggest challenge of the memory module industry is the price of the DRAM in the market. Therefore, enterprises need to know the whole industry market conditions. By implementing the Competitive Intelligence System, it is easily to understand various competitors for the cooperation between suppliers, and to respond to market changes rapidly. Furthermore, CIS provides complete data sources and structured data to the enterprise as a basis for decision-making and help business to look for the opportunities to enhance their competitive advantage in the future.