[目的/意义]大数据环境下，如何有效融合利用多种数据源是企业产品竞争情报研究和实践的关键问题。以任务分解为视角，利用不同数据源自身特点有针对性地解决产品竞争情报分析不同阶段任务，提出并验证目标级融合的竞争情报分析模型，为后续理论研究和实践开展提供依据。[方法/过程]首先，对产品消费数据、产品动态新闻、用户数据几种典型网络数据源进行比较，梳理其特征和在产品市场竞争情报分析中的利用价值；其次，从竞争产品识别、产品动态跟踪及产品用户分析3个任务出发，将对应的数据源融合到产品竞争情报分析流程中。在实证部分，选择"OPPO R9s"手机为分析对象，融合利用主流电子商务平台、百度新闻及新浪微博用户数据进行产品竞争情报分析。[结果/结论]实验结果表明，采用多源融合方案可有效识别OPPO R9s的竞争产品、跟踪其市场热点事件并揭示关注产品的用户组成情况，为企业竞争策略制定提供决策依据。
[Purpose/significance]How to effectively integrate and utilize multi-source data in the big data environment is the key problem of enterprise product competitive intelligence research and practice. This paper aims to solve the different tasks of product competitive intelligence analysis by using the characteristics of different data sources from the perspective of task decomposition. It proposes and verifies the competitive intelligence analysis model of the goal-level fusion, which provides the basis for the follow-up theory research and practice.[Method/process]First of all, it compared several typical network sources of the product consumption data, product dynamic news and user data, and combed its characteristics and the value in the product market competitive intelligence analysis. Secondly, In terms of three tasks-competitive product identification, product dynamic tracking and product user analysis, the corresponding data sources were integrated into the product competitive intelligence analysis process. In the empirical part, it chose the "OPPO R9s" phone as the analytic target, integrating the data of mainstream e-commerce platform, Baidu News and Sina Microblog into the product competitive intelligence analysis.[Result/conclusion]The experimental results show that our approach can identify the competitive product of "OPPO R9s", detect their hotspot issues in market and reveal the distribution of users who concern about these products. The multi-source fusion scheme proposed in this paper can effectively support the enterprise market competition intelligence analysis.
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