Marketing strategy of mobile communication in china ─ the case of Tencent

• Main Authors: Shih-Jou Hsu, 許詩柔
• Other Authors: Chi-Keung Lee
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/ay9q7m

碩士 === 淡江大學 === 中國大陸研究所碩士班 === 104 === The development of Internet technologies has brought users great convenience. The popularity of smart phones in people’s daily lives has also driven a rapid rise of mobile communication software. This trend has thoroughly altered human interactions. People use stickers, emoticons and voice messages as a way of communication to replace text. The younger generations are even more used to making friends via communication software. The information technology has taken the place of the traditional chatting mode on computer and further spread its influence to the development of communication devices on a smart phone. In recent years, Tencent Incorporation, a leading Internet services company in China, has gained brilliant results in developing communication software. In this study, in-depth discussions will be made on the factors of “Wechat”, a smart phone APP, which has put Tencent to the road of success in China. Tencent’s business thinking, strategies and models are concretely organized so as to explore its existing product development and design concepts. Comparisons and contrasts are made through SWOT analysis in order to present the methods for Tencents to increase its market value. By way of competition-cooperation comparisons, this study also aims at finding out if Tencent is keeping pace with its rivals or if great differentiation exists between Tencent and its competitors. As to the future product development of Tencent, this study analyzes if it is suitable for foreign expansion with its products and services or it should maintain current stable operations by focusing on domestic sales due to closed internal information in China. It is expected that the in-depth discussion, suggestions and the results made and obtained in this study can serve as a reference for follow-up research.