The Research Of Tencent O2O Strategy In Mobile Times

With the rapid development of wireless access technology and mobile terminaltechnology, mobile Internet emerges at the right moment and gains an explosive development.Furthermore, the arrival of4G era and the popularization of mobile terminal equipmentsprovide the development of mobile Internet with tremendous convenience, which also bringabout a unprecedented leap of mobile Internet industry. Every Internet Service Providerbegins to launch reforms and competitions in various aspects such as corporate strategies,inner management, market operation and product innovation and so on.As one of China’s greatest Internet comprehensive service providers, Tencent has takenon the urgent task which is how to maintain a steady and high-speed development in thismobile Internet era. O2O carried out by Tencent E-commerce Corporation is one of Tencent’smost influential applications in this mobile Internet era which also has a broad marketprospect and occupies a significant strategic position in Tencent. Combined with China’scurrent information status quo, this article makes an objective analysis of Tencent O2O’sstrategic position and competitive power and works out an analysis and planning of TencentO2O strategy according to BCG matrix and SWOT model.At first, this article makes an analysis and gets a conclusion of Tencent products’ statuswith the application of BCG matrix. The conclusion is that Tencent O2O belongs to astar-class operation which is in its rapid development, so we should adopt a growth strategy ofmaking additional investments and vigorously promoting its prosperity, which is of greatsignificance to Tencent. Secondly, this article makes an analysis of the advantages anddisadvantages and opportunities and threats of Tencent O2O’s internal conditions andexternal environment with the application of SWOT analytic approach, and then analyzes thecompetitive force of Tencent O2O and gets a conclusion that Tencent O2O should make useof SO strategy to explore exterior opportunities with its interior strengths, which means that itought to take full advantage of its strengths and seize all the favorable opportunities to gain arapid development. At last, this article finds out the problems of Tencent O2O and putsforward some corresponding countermeasures.