内容发布更新时间 : 2024/10/23 2:04:24星期一 下面是文章的全部内容请认真阅读。
www.wenwendata.com
摘 要
随着互联网信息技术的迅速发展与普及，各种通讯平台及网络信息平台迅速发展起来。腾讯控股公司成立于1998年，2004年在香港上市，股票代码00900，董事会主席马化腾。腾讯公司致力于为用户提供互联网增值服务、移动及电信增值服务、网络广告服务以及电子商务交易服务。截止到2014年，腾讯连续6年保持我国国内网络游戏运营商品牌价值第一的优势。而腾讯公司无疑是目前国内市场知名度和占有率最高的互联网企业，而腾讯之所以能够获得如此成功，与其特殊的营销策略存在密切关系。本文研究旨在结合腾讯公司的真实案例，探讨该企业的营销策略，明确该企业营销策略存在的一些问题与原因，进而设计改进方案。
关键词：腾讯公司 营销 策略
I
www.wenwendata.com
Abstract
With the rapid development of information technology and the popularization of the Internet, a variety of network communications platform and information platform developed rapidly. Tencent Holdings, Inc. was founded in 1998, 2004, listed in Hong Kong stock code 00900, Chairman of the Board Ma. The company is committed to provide users with Tencent Internet value-added services, mobile and telecommunications value-added services, online advertising and e-commerce transaction services. As of 2014, Tencent six consecutive years to maintain the value of the first advantages of China's domestic online game operators brand. And Tencent is undoubtedly the highest domestic market visibility and market share of Internet companies, Tencent has been able to achieve such success, there is a close relationship with its special marketing strategy. This paper aims to combine real cases Tencent to discuss the company's marketing strategy, a clear cause of the problems associated with the presence of corporate marketing strategy, and then design improvements.
KEYWORDS：marketing strategy Tencent
II
www.wenwendata.com
目 录
摘 要 ........................................................................................................................................... I Abstract ..................................................................................................................................... II 目 录 ........................................................................................................................................ III 引言 ............................................................................................................................................ 1 一、理论概述 ............................................................................................................................ 2 二、腾讯营销策略现状 ............................................................................................................ 3
（一）企业介绍 ................................................................................................................. 3 （二）营销策略 ................................................................................................................. 3
1.产品策略 ................................................................................................................... 3 2.价格策略 ................................................................................................................... 4 3.渠道策略 ................................................................................................................... 4 4.促销策略 ................................................................................................................... 5
三、腾讯营销策略的局限性与改进方案 ................................................................................ 8
（一）腾讯营销环境SWOT分析 .................................................................................... 8 （二）腾讯营销策略改进建议 ....................................................................................... 10
1.强化创新，丰富产品策略 ..................................................................................... 10 2.拓展青年客户市场 ................................................................................................. 11 3.提升渠道战略合作 ................................................................................................. 11 4.提升品牌知名度与系统安全性 ............................................................................. 12
参考文献 .................................................................................................................................. 13
III