浅议腾讯公司国际营销策略
摘要
目前全球互联网用户总量已经达到17亿左右，相比之下，全球的总人口数则为67亿。很显然，2020年以前会有更多的人投身到互联网中。据国家科学基金会预测，2020年前全球互联网用户将增加到50亿。互联网的快速发展，导致网民的急剧增加，网上交流、网上办公、网上购物等日常需求日益突显。腾讯公司从1998年成立至今，经过10多年的发展，已经成为了中国最大的互联网综合服务公司。截止到2011年，腾讯占据了国内即时通讯市场75%以上的市场份额，成为了国内流通市值最高的互联网企业。随着经济全球化的发展以及互联网的全球性特征，进一步寻求海外市场，拓宽市场规模，打造国际化的互联网服务公司，是近年来腾讯公司发展规划的目标之一。从2004年开始的海外收购到2011年推出三种外语版的QQ软件，腾讯公司的国际营销正在稳步前行并且已经初见成效。本文从目前腾讯公司现状和海外营销情况出发，分析探讨了其国际营销的策略，进一步分析了腾讯公司在海外营销中的优势、劣势、机遇和面临的挑战，并提出了在当前形势下，腾讯公司如何做好国际营销的一些对策和方法。
关键词：腾讯；国际；营销；互联网
Tencent company international marketing strategy
Abstract
At present, the global Internet users total has reached about 1700000000, by contrast, the global population is 6700000000. Obviously, before 2020 there will be more people to join the internet. According to the National Science Foundation predicted before 2020, global Internet users will be increased to 5000000000. The rapid development of the Internet, lead to Internet users increased dramatically, online communication, online office, online shopping and other daily needs increasingly dash forward show. Tencent company since its establishment in 1998, after 10 years of development, has become China ‘s biggest Internet company integrated services. By the end of 2011, Tencent occupy the domestic instant messaging market more than 75% market share, become domestic current highest market value of Internet companies.Tencent company since its establishment in 1998, after 10 years of development, has become China ‘s biggest Internet company integrated services. With the development of economic globalization and the internet global features, further seeking overseas market, widen the market scale, to create an international Internet services company, is in recent years Tencent company development planning is one of the goals of. From the beginning of 2004 overseas acquisitions to launch in 2011 three foreign language version of the QQ software, Tencent company international marketing is steadily and has achieved initial success. This article from the current situation of Tencent company and overseas marketing condition sets out, discussed their international marketing strategy, further analysis of the Tencent company in the overseas marketing advantages, disadvantages, opportunities and challenges, and puts forward in the current situation, Tencent company how to do some countermeasures and methods for international marketing.
Keyword：Tencent；International；Marketing；Internet
目 录
2.2公司海外营销的基本情况……………………………….. 3
2.3.1 更加注重合作，加强并购…………………………. 5
2.3.2 更加注重研发和创新…………………………….. 5
2.4公司海外营销面临的困难……………………………….. 6
3.1 strength分析……………………………………….. 6
3.1.4超强盈利能力，稳定充沛的现金…………………….. 8
3.2 weakness分析…………………………………………………………………………………….. 9
3.2.2一直模仿然后超越，创新能力不足………………….. 10
3.2.4 国际化能力不足，缺乏经验………………………. 11
3.3 opportunity分析……………………………………. 11
3.3.1 国际间交流与合作的增多………………………… 11
3.3.2 3G时代的到来为腾讯产品提供了更大的空间………….. 11
3.4 threat分析………………………………………… 11
3.4.1 国际文化的风险……………………………….. 11
3.4.2 海外公司的竞争……………………………….. 12
4.1 .1跨文化培训策略……………………………….. 12
4.1.2 文化本地化策略……………………………….. 13
4.2 加强业务创新，引领国际潮流………………………….. 14
4.3 筑造安全壁垒，建立多维度安全体系…………………….. 15
4.4 营造强大的企业文化…………………………………. 15
4.4.1文化宣导和文化培养相结合……………………….. 16
4.4.2通过文化的感召力潜移默化的影响员工行为…………… 16
4.5.1加强高素质人才招聘…………………………….. 17
4.5.2强化内部员工培养与发展…………………………. 17
4.5.3建立高效的全面绩效评估体系……………………… 17
4.6 海外市场的拓展…………………………………….. 18
