Analysis About Marketing Strategies Of Tencent And Qihoo360

On November 3, 2010, Tencent company released " a letter to the broad QQ users ", which caused the network marketing battle between Tencent and Qihoo 360 that are the largest two desktop client software services in China. So far, "Star Wars" 3Q has become the biggest war in Chinese Internet industry. This paper starts from "Star Wars" 3Q, and comprehensively expounds the process of this event, the breaking-out reasons, strategies and event effects, and then makes evaluation to the marketing strategies and the strategic choices on both sides which are based on the competitive advantages,the core competitiveness and the their influence of the network marketing warfare between Tencent and the Qihoo 360."The outbreak of 3Q war" is no accident. Tencent adheres to "provide customers with one-stop online life service" as the marketing strategic objectives, and based on this forms the largest online community in China. But during recent years, Tencent users grow slowly and decline in performance. In order to break through growth bottlenecks, Tencent chose the network security area to compete head-on with the 360. It is inevitable for 360 to choose counterattack, because the invasion of network security areas by Tencent has caused serious threats to the core products field for 360.The focus of "Star Wars"3Q is on the race for network users. In turns of any network contractors, the Internet is a limited space, so network users can not unlimitedly increase, but same-total-sum-game. Internet service providers have Internet users, so decided the amount of the discretion of its market share and the increase or decrease of value-added services revenue. Although Tencent entered into the network security area which met its overall strategy with, its core competence and the competitive edge network product -- instant messaging are constituted damage, rather than ascent its competitive advantage. By contrast, 360 in the network marketing battle chose the right strategy - rights/responsibility strategies, in response to the threat of the invasion by Tencent. Users'rights can not only counterattack invasion threat, but also strengthen 360 brand image.The judgment about enterprise marketing strategy and specific tactics are correct and proper or not, for Internet service providers, firstly is its strategy and tactics to strengthen competitive advantages and enhance the core competitiveness is helpful or not; Secondly, the user group react how for marketing strategy and tactics; Finally, marketing strategy and tactics have what effect to brand image. We not only put forward judgement basis, but also analysis success and slips on both sides in the "Star Wars"3Q in aspects of marketing strategy and tactics,and if possible objectively evaluate the first large-scale network marketing warfare in China.