| 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. |
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