Unison Company's Competitive Strategy

In recent years, more and more people use mobile phone in China. By the end of 2009, China's mobile phone users have reached 747 million, of which mobile packet data users (internet users can use GPRS) reached 384 million. Wireless search services (i.e. mobile phones and other mobile devices based search service) also develop at a fast pace in the last two years. Some well-known Internet search engines, Including Google, baidu and so on, compete with wireless search services, In addition to Yicha, Yisou, Mingfu specialized wireless search companies, wireless companies haven't had mature business model yet, but they have entered the increasingly fierce battle for market share.Unison Company is dedicated to the wireless search technology development and application. In January 2007, it signed a cooperation agreement with China Mobile, operating of its wireless music search business. After two years' development, Unison Company has become the largest music search service provider, annually handling about 400 million times in the way of wireless search services. It is about five million monthly to use this service and downloads the music products of China Mobile. After the year of 2009, there was the global economic crisis. Coupled with the adjustment of China Mobile KPI performance appraisal and the overall marketing strategy, wireless music search service developed rapidly into the bottom. Unison Company also faced growing pressure on revenues. Due to single product and lack of strategic layout, it lost its advantages in wireless search industry gradually. Facing the internal and external problems, Unison company needed a clear, effective development strategy, under which it adjusted competitive situation, strengthened research on development of wireless Internet search and raise the brand to increase market share and the profits.The thesis is on the study of Unison Company by applying a variety of methods and theories of competitive strategy comprehensively:First, find out opportunities and threats the Unison Company faced by the use of PEST analysis in the macro environment. Then, analyze the industry opportunities and challenges by the use of Michael Porter's five forces model. Next, analyze the company's internal resources to identify the strengths and weaknesses. It will choose the node type of the company's competitive strategy by the use of SWOT theoretical model, and develop specific programs.With the company's competitive strategy research and analysis, I hope, on one hand, it will give some useful suggestions for Unison Company. On the other hand, it will provide some references to the wireless search industry.