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ID:33329283
大小:2.94 MB
页数:68页
时间:2019-02-24
《腾讯qq基于价值链发展战略研究》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、收入中的变化趋势。互联网新经济的盈利模式一直是业界探讨的问题,在即时通讯市场,腾讯创造了崭新的盈利手段,使得企业真正获得了巨大的利润,同时也有一些经验教训,这一部分研究具有现实借鉴意义。在对互联网和即时通讯产业发展状况全面研究之后,根据腾讯QQ所处的市场地位和今后的发展战略,论文提出了一些参考性的战略调整建议。通过这些战略调整,希望腾讯能够化解其目前所面临的危机和威胁,进一步利用取得的优势强化盈利能力。最后,论文还对腾讯QQ的未来发展趋势做了一个预测和分析,同时对即时通讯行业的进一步发展研究提供了方向。关键字:即时通讯网络游戏电子商务网络货币THERESEARCHOFT
2、ENCENTQQDEVELOPMENTSTRATEGYBASEONVALUECHAINABSTRACTThisthesisanalyzedthedevelopmentbackgroundandstatusofinstantmessenger(IM)industryfirst.ThenintroducedresearchobjectTencentcompanyandthedevelopmentofitsinstantmessengerproductQQ.Attheendofthepart,theresearchbackgroundandmethodofthisthesis
3、wereintroduced.ThisthesiswaswrittenmainlyaccordingtoenterpriseValueChainandcharacteristiccompetitionfactorsofIMindustry.Intheresearch,thisthesisstudiedthebackgroundandcircumstanceofQQfirst.ByunscramblingthetheoryofproductlifecycleandBostonPPMmatrix,thesisanalysedthedevelopmentcourseandth
4、einternalreasonswhyTencentQQhadgotsuchgreatsuccess.Baseontheanalysis,thesisresearchedthepayoffstrategyTencenthadtakenduringthedevelopmentcourseparticularly.Thestrategyincluded:brandstrategy,targetfocusstrategyanddiversificationstrategy.Besidestheresearchonsuccessfactors,thesisputforwardt
5、heproblemsandbottleneckitfacedinthewaytokeepingondevelopment.ThethirdpartofthisthesisstudiedtheexternalindustrycircumstanceofTencent.Industryresearchincluded:industrybarriers,competitionsintension,influenceofcustomersandreplacementthreatening.Thethesisalsointroducedtheprimarycompetitoran
6、drelevantcompetitivestrategy.Attheendofthepart,thesiseducedtheStrengthandWeakness,OpportunityandThreatenofTencentintheindustry.WhichprovidedwarrantforcurrentpositionadjustmentandstrategyadjustmentofTencent.ThisthesisresearchedthepayoffmodelandbusinessstructureofTencentcompanyinsuccession
7、.MostprofitofTencentcamefromsuchbusinessasInternetandInternet-incrementservice,mobileandimmobilevalueaddedbusiness,advertisementservice,brandauthorization.Thisthesisstudieddifferentpayoffbusinessmodelsandanalysedthemovementtrendofeverykindofbusinessrevenuewithintotalturno
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