腾讯公司营销战略分析

 【摘要】 腾讯公司建立于1998年11月，迄今，它已经在中国的IM（即时信息）市场上建立起它的“企鹅”帝国。本文通过对腾讯所处的外部环境进行分析，同时剖析其内部的优势劣势。寻找、明确腾讯公司在营销战略过程中所要面对的外部机遇、威胁以及自身的优缺点。然后通过SWOT矩阵分析方法，对腾讯公司的营销战略进行初步的匹配。最后，依据SWOT矩阵得出的战略以及腾讯高层对于未来企业战略的看法预测腾讯2012年的营销战略行动。
【关键词】腾讯公司、QQ、营销战略、SWOT
Marketing strategy research of Tencent Co. Ltd.
 

【Abstract】 Tencent was founded in November 1998. Today, it has established its "Penguin" empire in China's IM (instant messaging) market. Based on the QQ’s analysis of the external environment and analyzing the advantages and disadvantages within. Research Tencent’s marketing strategy in the process in the face of the external opportunities and threats and its advantages and disadvantages. SWOT Matrix Analysis and then was used, on the hope of matching company's marketing strategy. Finally, thought the SWOT matrix of the business strategy and CEO of Tencent’s high-level view find the future forecast of the marketing strategy action in 2010.
【Key words】Tencent company ; QQ ; marketing strategy ; SWOT analysis

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