腾讯qq基于价值链发展战略研究

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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