Research On The Competition Strategy Of Meitu Company's Image Applications Business

In recent years,with the telecom operators' strong investment in the 4G's,increasing coverage of Wifi and the improvement of entire mobile Internet ecosystem,China's mobile Internet industry has a rapid development.Meitu has transited from PC era into the mobile Internet era by Meitu Xiuxiu.And then,the company has developed many other hardware and software products.The user number of the products has reached 1.1 billion.On December 15th,2016,Meitu listed in Hong Kong.Since the listing,stock prices of the company violated violently,and heated discussions have been aroused.Some are optimistic about the huge size of its users and the company's cashability,while others are disagreeable with its unclear business model.Faced with the complex and competitive industry situation,Meitu needs to establish a suitable competitive strategy and create a unique competitive advantage of its core image application business.The first chapter introduces the research background and significance of this paper.The second chapter lays a theoretical foundation for the paper.The third chapter describes the current condition and business model of the company,The fourth chapter analyzes the external environment of the company.The fifth chapter analyzes the internal resources of the company.Chapter 6 focuses on the evaluation and selection of competitive strategies and Meitu should select differentiation focus strategy for its image application business.The seventh chapter illustrates the following 7 ways to implement the competitive strategy:creating differentiated products,pursing differentiation and innovation,establishing differentiated brand images,building the advantages of differentiated platforms,building a global ecological chain,accelerating commercialization,and seeking strategic investment and mergers.This paper aims to analyze and select the competition strategy of Meitu's image application business by using competitive strategy theories and analytical tools as well as put forward the plans based on the inside and outside environment,which provides a guiding significance to the company's strategic development and also to that of the similar enterprises in the mobile Internet world.