| Nowadays in China, SNS(Social Network Site) information consumption, intelligent mobility, China national-wide broadband network have become the hot-spots and directions of current and future development. In 2014, the domestic consumption scale is 2.8 trillion Yuan, the Internet e-commerce transactions are 12 trillion Yuan, and the revenue of China Internet industry grew 50%. Not only this, new products and new business models are emerging with the innovation in mobile internet area. It poses to be a serious and practical question that how an Internet company find its correct strategic direction when facing such opportunities and challenges. There are some underlying reasons to choose Tencent as the research object of this thesis. Firstly, it has contemporary significance because Tencent is one of the first generation of companies who see the growth of China Internet. Secondly, it has practical significance because of the line-up of Tencent’s products. From PC to mobile, Tencent’s products spreads every areas in the Internet application service market, including electronic mail(E-mail), search engines, instant messaging, online games, online advertising, E-commerce. And Tencent has a lot of star products with enormous user count, such as QQ with 829 million active registered users, Wechat with 468 million monthly active users. These products affect hundreds of millions of Chinese communication and lifestyle. The social impact is huge.This thesis studies, analyses, and summarizes the development strategy of the Internet industry and Tencent through use case studies, combined empirical analysis and normative analysis, and comparative analysis. Firstly, it analyses the internal and external environment of Tencent, and retrospect on Tencent’s history. Then, the thesis introduces the particularity of Tencent corporate strategy, deep-dives into the current Tencent corporate strategy, and describes the effects of Internet technology innovation to Tencent corporate development strategy. Finally, a set of measures to optimize Tencent corporate strategy are proposed. By the study of Tencent corporate development strategy, the thesis aims to find the reason and pattern to effectively adjust the corporate strategy in the context of Internet technology innovation.By the analysis and argument, this thesis draws the following conclusions:(1) From the dimension of Internet industry, the industry chain is transforming. The Internet companies are gradually more mature in their development. The characteristics of Internet Economy are composed by the rapid brand iteration, fail fast, fail cheap, inclusive culture and continuous brand refinement. The Internet technology evolution changes the enterprise requirement on talents in domains, quantities, and types. It is also a research topic for Internet companies that how to approach a precise marketing. The Internet Economy is becoming speculation economy at some extend.(2) From the dimension of the external environment, the domestic policies are supportive on Internet companies such as Tencent. Internet industry is accelerating its penetration on traditional industries, widely and deeply. It helps to reshape the everyday life through Internet. China’s technical competence keeps improving during this evolution.(3) For the dimension of industry environment, the finding for Tencent is it should be cautious on the potential competitors in the domain of mobile gaming. It should improve the stability, security, easy-of-use of its current products, and also cultivate more star products. Beside this, Tencent has strength on the weak bargaining power of suppliers and customers.(4) From the dimension of the Internet industry competition, it shows more and more cross-industry-boundary and platform-focusing. The competition between companies is changing from the fighting on some individual product to a line-up of products which unifying end-user platform.(5) From the dimension of enterprise internal resources, Tencent is facing the challenges on company culture, execution efficiency, financial solvency, quality and quantity of innovations and patents.(6) From the dimension of the brand resource, Tencent’s key brands are limited on QQ, QQzone, Wechat, Tencent Games and Tencent App Store. The user counts of QQ and QQzone are quite stable and will have little fluctuation in short time. But in long term, the user moving from PC end to smart mobile device end is the trend. And even the very promising new comer Wechat is also facing some problem like the conflict between user’s social networking request and the increasing commercial advertising needs. And although Tencent’s products are expanding on multiple areas, its revenue still comes from limited sources – instant messaging, social network and network gaming.(7) From the dimension of enterprise strategy of Tencent, it presents the characteristics of Internet thinking model. Its details can be summarized as openness, connecting, efficiency and competiveness. Tencent has its strength in brand, channel, and profit model. But it also shows some potential challenges and risks on bursting investment activities, commercial liquidation pressures, and enterprise resilience.(8) The successful implementation of the corporate strategy of Internet companies needs the optimization and assurance from such four aspects as customer, product, service, organizational structure.The thesis is the first academic attempt to analyze the corporate strategy of the Internet company-Tencent- from the perspective of Internet technology innovation. It can be regarded as a research result of an interdisciplinary study of Internet economics and business management. It is foreseeing and innovative by combining the research of Internet technology innovation with the study of Tencent’s corporate strategy development. Moreover, the thesis analyses and summarizes a series of factors and countermeasures which could affect corporate strategy of Tencent from the angle of Internet technology innovation. It helps to provide a theoretical guidance for Tencent to develop more effective corporate strategy. |
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