Analysis On Marketing Strategy Of Tencent During The Nineteenth Football World Cup

As "The fourth media" after newspaper, radio, television, internet is playing a more and more important role in the broadcasting of sport events, Tencent is one of the largest internet service providers of China, Tencent has won the preference of internet users through its successful marketing strategy, delivered a wonderful report during the19th Football World Cup. This thesis uses methods like literature research, interview, field research, the combination of case analysis and normative analysis, conducts analysis on the marketing strategy of Tencent during the19th Football World Cup, and comes to conclusions as follows:1. Extensive market research. Tencent conducted thorough research on the demand and preference of internet users based on the operation concept of "users-value orientation". The characteristics of the demand and preference of the internet users are:authenticity, exclusion, convenience and creativity.2. Precise market orientation. Tencent distinguished itself by its precise market orientation from all the portals during the19th Football World Cup. Tencent, as a portal, took the advantage of integration of news, interactive communities, entertaining products and fundamental services, provided the service for the internet users in a quick, in time, exact, real, fresh, unique, convenient and explicit way.3. Proper product strategy. Tencent provided5high quality products for internet users during the19th Football World Cup:interactivity on4major platforms, one-stop service, professional media advantage, first class video experience in cooperation with CNTV, micro blogs tended for interactivity of internet users, exclusive exploration groups before the games to give internet users insight.4. Courageous innovation. Development through innovation is the inevitable choice for websites in a rapidly changing world. The innovations of Tencent are primarily the innovation of broadcasting pattern and products themselves during the19th Football World Cup.This article also proposes suggestions for the marketing strategy of Tencent: 1. Emphasis on the training of employees. Regular or periodical training for employees, allow the employees to acquire new knowledge and regularly update the training, not only prepare the employees for the fundamental knowledge but also the latest development.2. Incentive system for marketing innovation. A good incentive system will bring good impact on the marketing employees, the performance of marketing employees is a great asset for the development of website, and the administrative offices should manage the marketing team using incentive system.3. The emphasis on the marketing of micro blogs. The speed of development of micro blogs is already the important influential factor of level of development of main media. Micro blogs play an important role in new media, Tencent should put emphasis on the effect of internet marketing and marketing through the advantage of Tencent micro blogs.4. The emphasis on the marketing management, the emphasis on the management of the marketing team has great impact on the performance of online marketing; the administrative offices of Tencent should solve all the problems of the marketing team according to the needs of development.