搜狗定位战略研究
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摘要
本文借鉴国内外定位理论和战略管理的研究成果,在搜狗公司实地调研的基础上,剖析了搜狗公司面临的主要问题,并通过对外部市场趋势的分析确定了搜狗公司的行业位置,利用比较分析法找出与其他主要竞争对手的差距,以及对该行业先进企业成功经验进行了提炼,目的在于帮助搜狗公司走出止步不前的困境,明确定位,进而增强企业的竞争力,提高造血功能,实现企业的可持续发展。
论文的研究结果表明,利用科特勒的STP定位方法和波特的五力模型并结合互联网多种权威统计报告能够对搜狗公司环境因素进行了深入探讨,提炼出搜狗的潜在目标市场为中文熟龄搜索市场。利用情感利益定位策略可以对搜狗公司在潜在目标市场中的市场位置形象进行设计,品牌的具体形象可以围绕“放心”和“贴心”两点来进行,并指出在目标市场上未来的产品发展方向应该以民生类产品为主,并提出了围绕定位进行资源优化配置的实现途径。
本研究对于提高搜狗公司的核心竞争力,促进搜狗公司扩大市场份额具有非常重要的现实意义。同时,对中国搜索引擎市场总体排名第四的搜狗公司定位战略的分析和对策,将有利于同样位居前十并依靠门户网站为后盾的同类企业如腾迅SOSO、新浪爱问的继续探索,进而为打破Google、百度、雅虎三家垄断搜索引擎市场格局打开思路。
This essay is extracted from both foreign and domestic research outcomes and concerns Positioning theory and Strategy Management. Using first-hand experience at Sogou.com, the writer analyzes the company’s main problems and locates the position of Sogou.com within the search engine sector. As well, a Comparative Analysis Approach is used to determine the distance between the company and its market superiors and distill these companies’successful experience. The purpose being to aid Sogou.com get out of the trap of stagnation, make its market position clear; strengthen competitiveness, circulate the company’s life-blood and foster the firm’s sustainable development.
The research bears out the results, using Kotler’s STP Positioning Method and Porter’s Five Forces Model and combines multi-authoritative status reports of the Internet to provide a deep discussion of Sogou’s environmental factors. After distillation of these factors it is revealed that Sogou’s potential target market is the 25-40 age-range of the search engine market. Using the Emotional Benefit Positioning Strategy could customize the company’s image within their potential target market. The brand’s specific image could revolve around dependability and consideration. The writer also points out that the company’s future product development should focus on everyday lifestyle products within the target market, and the realization of optimal arrangement of resources.
This research is meaningful to the improvement of Sogou’s core competitiveness, and pushes for Sogou’s market share expansion. Meanwhile, the analysis and strategy provided to Sogou.com, which is rated at number four in the search engine field in China, will also prove useful to other top-ten rated websites supported by an existing web portal, such as SOSO, and IAsk, and then open their minds on how to break down Google, Baidu, and Yahoo; the three companies which dominate the search engine market.
论文的研究结果表明,利用科特勒的STP定位方法和波特的五力模型并结合互联网多种权威统计报告能够对搜狗公司环境因素进行了深入探讨,提炼出搜狗的潜在目标市场为中文熟龄搜索市场。利用情感利益定位策略可以对搜狗公司在潜在目标市场中的市场位置形象进行设计,品牌的具体形象可以围绕“放心”和“贴心”两点来进行,并指出在目标市场上未来的产品发展方向应该以民生类产品为主,并提出了围绕定位进行资源优化配置的实现途径。
本研究对于提高搜狗公司的核心竞争力,促进搜狗公司扩大市场份额具有非常重要的现实意义。同时,对中国搜索引擎市场总体排名第四的搜狗公司定位战略的分析和对策,将有利于同样位居前十并依靠门户网站为后盾的同类企业如腾迅SOSO、新浪爱问的继续探索,进而为打破Google、百度、雅虎三家垄断搜索引擎市场格局打开思路。
This essay is extracted from both foreign and domestic research outcomes and concerns Positioning theory and Strategy Management. Using first-hand experience at Sogou.com, the writer analyzes the company’s main problems and locates the position of Sogou.com within the search engine sector. As well, a Comparative Analysis Approach is used to determine the distance between the company and its market superiors and distill these companies’successful experience. The purpose being to aid Sogou.com get out of the trap of stagnation, make its market position clear; strengthen competitiveness, circulate the company’s life-blood and foster the firm’s sustainable development.
The research bears out the results, using Kotler’s STP Positioning Method and Porter’s Five Forces Model and combines multi-authoritative status reports of the Internet to provide a deep discussion of Sogou’s environmental factors. After distillation of these factors it is revealed that Sogou’s potential target market is the 25-40 age-range of the search engine market. Using the Emotional Benefit Positioning Strategy could customize the company’s image within their potential target market. The brand’s specific image could revolve around dependability and consideration. The writer also points out that the company’s future product development should focus on everyday lifestyle products within the target market, and the realization of optimal arrangement of resources.
This research is meaningful to the improvement of Sogou’s core competitiveness, and pushes for Sogou’s market share expansion. Meanwhile, the analysis and strategy provided to Sogou.com, which is rated at number four in the search engine field in China, will also prove useful to other top-ten rated websites supported by an existing web portal, such as SOSO, and IAsk, and then open their minds on how to break down Google, Baidu, and Yahoo; the three companies which dominate the search engine market.
引文
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[2] CNNIC.2006 年中国搜索引擎市场调查报告.中国互联网络信息中心,2007:6-35.
[3] CNNIC.2007 年中国互联网统计报告.中国互联网络信息中心,2008:19-30.
[4] CNNIC.中国互联网络发展状况统计报告.中国互联网络信息中心.2008:14-18.
[5] 陈艳梅.从百度的定位战略分析定位理论在我国的实践.暨南大学.硕士论文,2007:17-20.
[6] 陈攀懿.浅析影响品牌定位的因素[J].时代经贸(学术版),2006(33):152-153.
[7] DCCI.2007-2008 中国互联网调查报告.中国互联网协会 DCCI 互联网数据中心,2008:98-100.
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[9] 邓建华.企业营销战略新趋势[J].企业管理,2001(10):55-56.
[10] 邓军瑞.试论营造品牌忠诚[J].企业技术开发,2006(5):34-35.
[11] 邓颖禹,唐喜林.企业的品牌定位与广告策略探讨[J].商业时代,2004(17):97-98.
[12] 菲利普·科特勒著,宋学宝,卫静译.营销管理(第 2 版)[M].北京:清华大学出版社,2003:272-273.
[13] 付勇.定位的本质分析[J].商业研究,2004(10):15-16.
[14] 葛伟民.网络效应(互联网发展对全球经济的影响)[M].上海:上海社会科学院出版社,2004:81-93.
[15] IResearch.中国搜索引擎年度报告(2005 年市场份额版).艾瑞市场咨询有限公司,2006:19-20.
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[17] IResearch.中国搜索引擎市场份额报告 2007 年.艾瑞咨询集团,2008:8-18.
[18] 杰克·特劳特,瑞维金著,李正栓,贾纪芳译.新定位[M].北京:中国财政经济出版社,2002:40-45.
[19] 记梅.拼音波澜再起——谷歌拼音 VS 搜狗拼音[J].网络与信息,2007(5):11-12.
[20] 克里斯·安德森著, 乔江涛译.长尾理论[M].北京:中信出版社,2006:112-116.
[21] 吕伯望.2006 年 CIC 中国搜索引擎市场调查报告.北京正望咨询有限公司,2007:22-25.
[22] 迈克尔·波特,什么是战略[J].哈佛商业评论(中文版),2004(1):10-20.
[23] 迈克尔·波特著,陈小悦译.竞争优势[M].北京:华夏出版社,1997:124-137.
[24] 莫兰·亨特著,董金伟,祝贺译.搜索引擎营销-网站流量大提速[M].北京:电子工业出版社,2007:32-38.
[25] 尼尔·泰勒著,王甜甜译.Google 品牌战略[M].北京:中信出版社,2007:153-167.
[26] 邱红彬.论品牌定位系统及其应用[J].重庆商学院学报,2001(4):73-74.
[27] 区旭东.Google 公司的成长分析——兼论对中国企业的启迪.厦门大学.硕士论文,2006:13-19.
[28] 任岩.搜狐公司实现知识共享问题研究.北京林业大学.硕士论文,2007:1-5.
[29] Simons Lo.全球最强搜索引擎 Google 谷歌[M].上海:上海财经大学出版社,2007:70-92.
[30] 天宇.搜索张朝阳(张朝阳与搜狐搜狗的故事)[M].北京:世界知识出版社,2006:133-149.
[31] W·钱·金等著,吉宓译.蓝海战略:超越产业竞争,开创全新市场[M].北京:商务印书馆,2005:23-48.
[32] 汪瑞林.搜索百度李彦宏[M].北京:经济日报出版社,2006:42-48.
[33] 王通.搜索引擎营销秘笈[M].北京:电子工业出版社,2006:18-20.
[34] 荀启明.产品定位中存在的问题及定位方法探讨[J].商场现代化,2005(36):112-114.
[35] 易正伟.论产品定位的全过程规划[J].市场论坛,2006(2):46-47.
[36] 约翰·巴特利著,张岩,魏平译.搜[M].北京:中信出版社,2006:241-265.
[37] 张翀.Google 的市场战略研究.吉林大学.硕士论文,2006:3-4.
[38] 朱洁.网络品牌忠诚度研究回顾及展望[J].当代传播,2007(3):62-63.
[39] 朱永杰.企业的经营与成长[M].北京:人民邮电出版社,2005:45-64.
[40] Al Ries,Jack Trout.Positioning: The Battle for Your Mind[M]. McGraw-Hill Professional,2000:51-89.
[41] Amy N.Langville,Carl Dean Meyer.Google's PageRank and Beyond: The Science of Search Engine Rankings[M].Princeton University Press,2006:1-9.
[42] Askehave Inger. The impact of marketization on higher education genres[J]. Discourse Studies,2007(9):723-742.
[43] Baron D.P.Integrated Strategy:Market and Non-market Components[J]. California Management Review,1995:27-28.
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