互联网技术创新下腾讯公司战略规划探讨

1、互联网技术创新下腾讯公司战略规划探讨本篇论文目录导航：【题目】互联网技术创新下腾讯公司战略规划探讨【第一章】技术创新下互联网企业发展战略研究导论【第二章】企业战略与互联网技术概念界定与理论基础【3.1 3.2】腾讯公司发展的外部环境分析【3.3】腾讯公司发展的内部资源分析【4.1 4.2】腾讯公司发展战略历程与各阶段分析【4.3 4.5】互联网技术创新对腾讯公司发展战略的影响【第五章】腾讯公司发展战略优化措施【总结/参考文献】技术创新视角下腾讯公司战略管理研究总结与参 考文献摘要纵观当今中国，社会信息消费、移动智能、宽带中国已经成为当 今热点和未来几年发展方向。2014年国内互联网消费规模2.

2、8万亿 元、电子商务交易额12万亿元、互联网行业收入增长50%;不仅如 此，移动互联网技术创新还带来新产品、新业态、新商业模式的出现。 互联网公司如何在这样的机遇和挑战面前成功把握住战略方向，是一 个严肃而切实的问题。之所选择腾讯公司作为本论文研究对象，因为 首先腾讯公司是伴随中国互联网成长起来的第一代国内互联网企业， 具有时代意义；其次腾讯公司产品线从PC端到移动端，遍布互联网 应用服务市场，囊括电子邮箱（E-mail）、搜索引擎、即时通讯、在线 游戏、在线广告、电子商务等，且拥有众多明星产品，其中QQ活 跃账户8.29亿、微信月活跃用户4.68亿，影响着几亿人的交流方 式和生活方式，社会影

3、响巨大，具有现实意义。本论文主要采用案例分析法、实证分析和规范分析相结合法以及 比较分析法对互联网行业和腾讯公司从发展战略的角度进行了研究、 分析和总结。首先本文分析了腾讯公司的内外部环境，对腾讯公司发 展历程进行了回顾；随后介绍了腾讯公司企业战略的特殊性，对当前 企业战略进行深入分析，并阐述互联网技术创新对腾讯公司企业发展 战略的影响；最后对腾讯公司的企业战略有针对性的提出优化措施。 本文希望通过对腾讯公司企业发展战略的梳理，探索互联网在技术创 新背景下，企业战略调整的前因后果和其中的规律。通过分析论证，本论文的得出以下主要结论：（1）通过对互联 网行业进行分析发现，互联网产业链发生变化，互

4、联网企业发展脚步 越发成熟，品牌快速迭代，快速失败、廉价失败、包容失败以及对品 牌精益求精构成互联网经济的特色，互联网技术发展改变着企业对于 人才种类、数量、类型的需求，如何实现精准营销成为互联网时代企 业面临的一大课题，互联网经济成为机会经济。（2）通过对互联网企 业环境分析发现，国家政策环境大好；互联网经济正加快向传统经济 渗透速度，且发展重心从“广泛&rdquo ;向&ldquo ;深入” 转换，推动网民生活迈向全面“网络化”;技术环境总体实 力继续保持增强态势。（3）通过对腾讯公司的行业环境进行分析发现， 腾讯公司需要格外关注手游市场潜在进入者的威胁，需要提高现有产 品的稳定性、安全性

5、、方便性、增加明星产品数量，腾讯公司的供应 商议价能力较弱，腾讯公司普通的平台使用用户议价能力较弱。（4） 通过分析腾讯公司行业内企业间竞争状况发现，在行业内竞争总体明 显呈现跨界性、平台化的等特点的基础上，企业间的竞争已经从点的 争夺扩散到面的竞争。（5）通过对腾讯公司内部人才经济技术资源分 析发现，在人才领域，面临着公司文化的稀释及对公司现有管理团队 执行效力的挑战；在财务方面，2014年腾讯公司总体经营状况继续 保持上升趋势，但企业偿还能力小幅下降；在技术资源领域，腾讯公 司的成功依托于背后大量的专利技术和创新，经历从追求数量到注重 质量。（6）通过对腾讯公司内部品牌资源分析发现，核心产

6、品主要 是QQ、QQ空间、微信、腾讯游戏以及应用宝，且短时间内QQ和 QQ空间用户不会出现大范围的波动，但长期来看用户从PC端向移 动智能端转移已是大势所趋，另外腾讯公司新秀产品微信面临着如何 更好的解决用户社交习惯与商业气氛过浓之间的冲突的挑战等问题， 最后产品线呈现多元化的现象，但盈利点主要集中在即时通讯、社区 网络、网络游戏几大块上。（7）通过对腾讯公司企业战略分析发现， 首先企业战略呈现出互联网思维，其次当前具体战略措施归纳起来是以开放性积极发展战略为中心，秉承连接性、高效性、竞争性积极发 展战略三个基本点，其次腾讯公司拥有品牌优势、渠道优势、盈利模 式等战略优势，以及因公司近期密集投

7、资行为所带来的压力和风险、 产品商业变现压力、企业应变能力等潜在问题。(8)互联网企业战略 的成功实施需要从用户、产品、业务、企业组织结构四个方面入手进 行优化和保障。本论文首次运用互联网技术创新的视角分析互联网企业腾讯公 司企业发展战略，是互联网经济学和企业管理学相结合的跨学科的研 究成果；本文将互联网技术创新与腾讯公司发展战略相结合进行研究， 具有一定的前瞻性和开创性；从互联网技术创新的角度分析总结了一 系列影响腾讯公司发展战略的因素与对策，能够为腾讯公司发展战略 提供理论指导。关键词：腾讯公司，互联网，技术创新，发展战略AbstractNowadays in China, SNS ( S

8、ocial Network Site) information consumption, intelligent mobility, Chinanational-wide broadband network have become the hot-spots and directions of current and futuredevelopment. In 2014, the domestic consumption scale is 2.8 trillion Yuan, the Internet e-commercetransactions are 12 trillion Yuan, a

9、nd the revenue of China Internet industry grew 50%. Not only this, newproducts and new business models are emerging with the innovation in mobile internet area. It poses to bea serious and practical question that how an Internet company find its correct strategic direction whenfacing such opportunit

10、ies and challenges. There are some underlying reasons to choose Tencent as theresearch object of this thesis. Firstly, it has contemporary significance because Tencent is one of the firstgeneration of companies who see the growth of China Internet. Secondly, it has practical significancebecause of t

11、he line-up of Tencents products. From PC to mobile, Tencents products spreads every areas inthe Internet application service market, including electronic mail (E-mail), search engines, instantmessaging, online games, online advertising, E-commerce. And Tencent has a lot of star products withenormous

12、 user count, such as QQ with 829 million active registered users, Wechat with 468 millionmonthly active users. These products affect hundreds of millions of Chinese communication andlifestyle. The social impact is huge.This thesis studies, analyses, and summarizes the development strategy of the Int

13、ernet industry andTencent through use case studies, combined empirical analysis and normative analysis, and comparativeanalysis. Firstly, it analyses the internal and externalenvironment of Tencent, and retrospect on Tencentshistory. Then, the thesis introduces the particularity of Tencent corporate

14、 strategy, deep-dives into thecurrent Tencent corporate strategy, and describes the effects of Internet technology innovation to Tencentcorporate development strategy. Finally, a set of measures to optimize Tencent corporate strategy areproposed. By the study of Tencent corporate development strateg

15、y, the thesis aims to find the reason andpattern 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 ofInternet industry, the industry chain is transforming. Th

16、e Internet companies are gradually more mature intheir development. The characteristics of Internet Economy are composed by the rapid brand iteration, failfast, fail cheap, inclusive culture and continuous brand refinement. The Internet technology evolutionchanges the enterprise requirement on talen

17、ts in domains, quantities, and types. It is also a research topicfor Internet companies that how to approach a precise marketing. The Internet Economy is becomingspeculation economy at some extend. ( 2) From the dimension of the external environment, the domesticpolicies are supportive on Internet c

18、ompanies such as Tencent. Internet industry isaccelerating itspenetration on traditional industries, widely and deeply. It helps to reshape the everyday life throughInternet. Chinas technical competence keeps improving during this evolution. (3) For the dimension ofindustry environment, the finding

19、for Tencent is it should be cautious on the potential competitors in thedomain of mobile gaming, It should improve the stability, security, easyof-use of its current products,and also cultivate more star products. Beside this, Tencent has strength on the weak bargaining power ofsuppliers and custome

20、rs. (4) From the dimension of the Internet industry competition, it shows more andmore cross-industry-boundary and platform-focusing. The competition between companies is changingfrom the fighting on some individual product to a line-up of products which unifying end-user platform. (5) From the dime

21、nsion of enterprise internal resources, Tencent is facing the challenges on companyculture, execution efficiency, financial solvency, quality and quantity of innovations and patents. (6) Fromthe dimension of the brand resource, Tencents key brands are limited on QQ, QQzone, Wechat, TencentGames and

22、Tencent App Store. The user counts of QQ and QQzone are quite stable and will have littlefluctuation in short time. But in long term, the user moving from PC end to smart mobile device end is thetrend. And even the very promising new comer Wechat is also facing some problem like the conflictbetween

23、users social networking request and the increasing commercialadvertising needs. And althoughTencents products are expandingon multiple areas, its revenue still comes from limited sources instantmessaging, social network and network gaming.(7) From thedimension of enterprise strategy of Tencent,it pr

24、esents 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. Butit also shows some potential challenges and risks on bursting investment activities, commercial

25、liquidationpressures, and enterprise resilience. (8) The successful implementation of the corporate strategy ofInternet 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

26、 corporate strategy of the Internet company -Tencent - from the perspective of Internet technology innovation, It can be regarded as a research result ofan interdisciplinary study of Internet economics and business management. It is foreseeing and innovativeby combining the research of Internet tech

27、nology innovation with the study of Tencents corporate strategydevelopment. Moreover, the thesis analyses and summarizes a series of factors and countermeasureswhich could affect corporate strategy of Tencent from the angle of Internet technology innovation, It helpsto provide a theoretical guidance for Tencent to develop more effective corporate strategy.Key words: Tencent; Internet, Technology innovation,corporate development