A Study Of The Development Strategy Of WeChat Business Group

As a hugely successful social app,WeChat now faces the problem of the user's growth ceiling approaching,the decline in growth rate and the massive user traffic distribution.The rise of emerging Internet forces,represented by Today's headlines and Tik Tok,\has also greatly challenged the status of Tencent's social hegemon.In order to cope with the increasingly severe competitive pressure and guarantee the realization of WeChat's strategic development goals,WeChat needs to further clarify its strategic development goals and formulate reasonable strategies and implementation plans to achieve the long-term,healthy and stable development.Based on relevant theories and literature review,this paper uses development strategy theory,platform strategy theory,positioning theory,experience management theory,decentralization theory and five-force model analysis tools,SWOT analysis tools to deal with WeChat.The strategic environment has been thoroughly and carefully analyzed.We conducted PEST analysis on WeChat's main competitors and analyzed the competitive advantage of WeChat and the main challenges that WeChat currently face from the perspective of Platform strategy theory and user experience.Based on the above analysis,based on the principle and guidance of strategic choice.Thoughts,clear strategic goals and positioning,proposed WeChat's Platform strategy theory,Digital strategy,user experience strategy,decentralization strategy,and evaluated these four development strategies.In order to ensure the implementation of the strategy,we must strengthen human resource management,technological innovation,and create learning organizations.The safeguard measures such as spin-off and listing were finally analyzed and predicted for the expected effects of the strategy implementation.This paper puts forward specific plans for Tencent's WeChat business group development strategy,and has important guiding value for helping WeChat to cope with increasingly severe strategic challenges and maintain development strategy leadership.It can also provide reference for other Internet companies' development strategies,solve the strategic dilemma faced by Internet companies after they have developed to a certain scale.