Dissertation > Economic > Information Industry economy ( Zonglun,)

The Research on the Differentiation of Tencent

Author TuRui
Tutor ZhangXianPing
School Central South University for Nationalities
Course Communication
Keywords Tencent differentiation competition strategy
Type Master's thesis
Year 2010
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It has been more than ten years since the Internet first developed in China. During the past ten years, the Internet in China has experienced three stages: initiation, bubble economy and the second wave of popularity. Afterwards, the Internet industry now entered a new stage of relatively reasonable and pragmatic development. Under these circumstances, the native Internet companies in China are bettering their management, surpassing the multinational cooperations. Since the Internet came into beings, American companies have dominated the global market while Chinese enterprises have hardly got a upper hand in neither technique nor business. Nevertheless, in the native competition, Chinese Internet enterprises have achieved an overwhelming success, which has aroused the attention of theoretical experts.Targeting on the Tencent strategy of differentiation competition, this paper tries to explore the management of the Internet enterprises and the strategy of differentiation competition. Thus, it hopes to find a clue for the development by analyzing the strategy of differentiation competition in Tencent.Tencent has been through up and downs of Chinese internet with other Chinese internet corporations and it is no doubt that it’s a successful corporation. Tencent started to do IM since 1999 and its users are the most now. In 2003, it march the top 3 of the portal site market successfully and its flow is the first one. In the realm of casual games, Tencent beat Ourgame and became the NO.1 in the industry. When it came into online games market,it turned to be a strong rival of SNDA and Neteasy. In 2005, it released Paipai and Alipay to compete with Taobao. In 2006, it marched the competitive search industry. Business of Tencent has been related to multiple industries and it always gain mastery successfully as a newcomer. How could it happen? What’s the difference between its competition strategy and others’? In nowadays Chinese internet circumstance, how can internet corporations put the differentiation competition strategy into practice? What will the differentiation competition strategy bring to internet corporations and what should be noticed when they put the differentiation competition strategy into practice? These are all the questions this thesis will study.This thesis will try to use the theory of Economics and Communication to analyse the differentiation competition strategy of Tencent thoroughly, discover the operation principles and rules of internet corporations, provide healthy development of domestic internet corporations with theoretical guidance, supply useful reference for operation and competition strategy study of Chinese internet corporations.

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