The Research On Tencent's Development Strategy In Pan-Entertainment Business

With the continuous development of science and technology,nowadays the Internet has been assimilating into all aspects of domestic people's daily life,inevitably causes the effect that people's life style has been greatly changed.In such an Internet world,a large number of companies are drawing close to the mode of Fans Economy and trying to achieve dominance in the fierce market competition,which gives birth and impetus to pan-entertainment services.The concept of pan-entertainment is first proposed by Tencent Inc.,whose actual business layout in this field is much more rational than other enterprises.It strives to create an all-round culture industry with literature,game,animation and film&TV and other segments combined.Nevertheless,Tencent Inc.also has its own problems in the development:its innovation in IP is expected to promote further and fill the gap of linkage between literature,game,animation.film&TV and etc.It is believed necessary for Tencent Inc.to adjust its strategy in all pan-entertainment related services and optimize the market layout accordingly.he formulation and implementation of strategy plays an essential role in an enterprise's development.It is a prerequisite for a company whether it can capture the market and bring about economic benefits.Tencent Inc.is no exception.The progress in Internet technology propels the transformation of business model,which can be seen in many enterprises,and such consequential changes in market environment have promoted the growth of Tencent Inc.,who is making a lot of efforts in an all-round way in pan-entertainment industry,including literature,game,animation,film&TV and other segments.This paper first interprets the concept of pan-entertainment industry,reviews and summarizes all stages along the development of pan-entertainment business.Based on this,the paper puts forward questions on current status of Tencent's pan-entertainment business,and extends the analysis in details.The paper focuses on the analysis of development environment in which Tencent Inc.lays out its pan-entertainment business,with a stress on the development path all the way in the circumstances of internet's rapid growth.Besides,the paper adopts PEST method and SWOT method to analyze the internal and external environment.On the basis of above analysis,the paper offers a proposal for Tencent Inc.'s competitive strategy in pan-entertainment business.Consequently,based on the overall market environment the paper suggests concrete measures to implement and safeguard Tencent's strategy in pan-entertainment husiness,in order to ensure the dominance in fierce market competition,and therefore obtains good market response and economic benefits.