搜狗搜索APP是为用户提供以搜索服务为主要功能的工具类移动客户端。经过7年时间发展，搜狗搜索APP内涉及的业务范围、内容品类增多，用户数在竞品中名列前茅。但近两年发展趋于缓慢，用户增长出现下滑，竞争对手不断崛起使整个产品面临严峻的挑战。在此背景下，如何实现竞争战略的突破，使搜狗搜索APP保持市场份额的增长，成为其必须面对的重要研究课题。

本文首先对战略理论知识进行溯源，整理出战略理论发展的脉络以及竞争战略、差异化战略在战略理论发展过程中的演化。其次学习并借鉴国内外市场竞争理论研究成果，研究总体基于波特五力模型、PEST模型，同时利用战略分析各类矩阵工具展开分析。主要包括运用BCG矩阵结和内部数据对搜狗搜索APP现状及问题进行探讨，整理搜狗搜索APP当前业务类型特征及分类；运用CPM矩阵工具结合访谈法，对搜狗搜索APP外部宏观环境、行业环境及市场环境进行定性分析，得出产品发展的关键内部因素及外部因素；运用EFE矩阵及IFE矩阵对内外部关键因素进行定量分析；运用SWOT矩阵对机会、威胁、劣势、优势进行组合分析得到备选战略；运用QSPM矩阵对备选战略打分，确定适合搜狗搜索APP的竞争战略及实施措施。

本文主要结论有：（1）移动搜索APP行业竞争同质化严重，替代产品威胁性较大；（2）搜狗搜索APP外部关键因素机遇大于威胁，但不显著，关键内部因素优势大于劣势，需要结合自身优势机会实施差异化战略；（3）差异化竞争战略实施包括在产品上增加内容引入和社交功能引入，在技术上专注于垂直搜索AI赋能且带动创新，在市场上对内部渠道及外部渠道差异化投放以达到效果。

    Sogou search APP is a tool mobile client that provides users with search service as the main function. After 7 years of development, sogou search APP has expanded its scope of business and content categories, and the number of users ranks top among competing products. However, in the past two years, the development tends to slow, the user growth declines, and the rising competitors make the whole product face severe challenges. In this context, how to achieve a breakthrough in competitive strategy, so that sogou search APP to maintain the growth of market share, has become an important research topic it must face.

Firstly, this paper traces the knowledge of strategic theory to the source, and sorts out the context of the development of strategic theory, as well as the evolution of competitive strategy and differentiation strategy in the development of strategic theory. Secondly, I learned and used the research results of market competition theories at home and abroad for reference. The research was generally based on Michael Porter's Five Forces Model and PEST Analysis, and all kinds of matrix tools for strategic analysis were used to carry out the analysis. The tools and analysis involved include using BCG matrix and internal data to discuss the status quo and problems of Sogou search APP, sorting out the current service type characteristics and classification of Sogou search APP; Using CPM matrix tool, the external macro environment, industry environment and market environment of Sogou search APP are qualitatively analyzed, and the key internal and external factors of product development are obtained. Use EFE matrix and IFE matrix for quantitative analysis of internal and external key factors; Using SWOT matrix to combine opportunities, threats, weaknesses and strengths to get alternative strategies; The QSPM matrix is used to score the alternative strategies to determine the competitive strategy and implementation measures of Sogou Search APP.

The main conclusions of this paper are as follows :(1) the competition in the mobile search APP industry is seriously homogeneous, and the threat of alternative products is great; (2) The opportunities of external key factors of Sogou Search APP are greater than threats which is not significant, while the advantages of key internal factors are greater than disadvantages. Therefore, differentiation strategy should be implemented in combination with its own advantages and opportunities; (3) The implementation of differentiated competitive strategy includes adding content introduction and social function introduction to products, focusing on vertical search AI enabling and driving innovation in technology, and differentiated placement of internal and external channels in the market to achieve results.