Research On The Competitive Strategy Of Handy Mobile Digital Reading Platform

Mobile digital reading is an extension of digital reading in mobile Internet and mobile terminal technology.It is also an important part of digital publishing.People's reading methods gradually appear to be mobile,fragmented,and scened.This is consistent with the flexibility and convenience of mobile digital reading,so it is highly respected and has become the choice of more and more readers.With the development and popularization of mobile reading,it has further promoted the rise of mobile reading services and the prosperity of related industries.The increasing participation of traditional and emerging market players has intensified competition among the major platforms in the mobile digital reading market.As a leader in the mobile digital reading industry and an independent digital publishing company,IReader has become a dedicated digital reading and publishing platform with its own efforts.According to the"2018 Mobile Digital Reading White Paper" released by iResearch mUser Tracker monitoring data,IReader is well-known in the first echelon of the mobile reading market,and it has certain representativeness.But in terms of its current development,it still faces many challenges:First of all,the digital reading industry presents a strong pattern of "one super and many strong".The QQ reading supported by the Internet giants and the several reading platforms invested by the four major communication operators are all its strong competitors in the existing market.In addition,with the popularity of knowledge payment,mobile social publishing,and mobile listening books in recent years,new mobile digital reading platforms such as Zhihu Bookstore,Douban Reading,and Lazy Listening Books have been created,which is a potential competitor for mobile digital reading in the digital market.There is a certain threat to the existing status and market share of the IReader in the market,which may result in the loss of users in a certain segment.Based on this,it is important for IReader to consider how to formulate a suitable competitive strategy and maintain the original market position or the competitive advantage in face of the fierce competition and new changes in the current mobile digital reading market.This article takes the-IReader as the research object.It combines the strategic management knowledge in publishing management,drawing on relevant theories in management science and industrial organization economics to study the competitive strategy of mobile digital reading platform.In order to further understanding the internal and external competition environment;of IReader,The PEST competitive environmental analysis method and five-force analysis model are used to study the IReader's industry competitive ability,resources and organizational competitiveness for finding out its competitive advantages,disadvantages and core competitiveness.On this basis,it can help us to choice and come up with a suitable competitive strategy for the current development of IReader and give advice on the Specific competition measures to promote better development,and provide experience for other publishers and digital reading platforms engaged in relevant mobile digital reading services.First of all,the author expounds the three theories and the main strategic analysis tools involved in this article,and introduces the main contents of the five-force analysis model and PEST analysis method.It is pointed out that Porter's competition strategy theory is the main basis for analyzing the external and industry competition environment.The theory of resource-based is the focus of ireader competitiveness of internal resources and also is the basis to study the internal competitive ability of its own competitive advantage and disadvantage.The core competitiveness theory is the key to seeking to grasp the sustainable competitiveness in the market competition.The above three theories provide corresponding theoretical support for the following analysis and research.Secondly,it summarizes the development status of the mobile digital reading platform and the development status of the mobile digital reading competition environment.The PEST analysis method is used to clarify the influence of the external competition environment from the political,economic,social and technological factors.Using the five-force analysis model in Porter's competition theory analyzes the bargaining power of suppliers,the threat ability of substitutes,the competitiveness of existing competitors,the competitiveness of potential competitors,and the bargaining ability of consumers.Then,guided by the resource-based foundation and core competitiveness theory,through the analysis of the internal resources and capabilities,we can grasp the competitive advantages,disadvantages and core competitiveness.Finally,on the basis of clearly reading the internal and external competition environment and competitiveness,it analyzes the selection basis and matching type of the competition strategy.It is concluded that the competitive strategy suitable for development is to implement the diversification strategy on the basis of adhering to the original differentiation strategy,and to give specific implementation suggestions for this strategy.