互聯(lián)網(wǎng)技術(shù)創(chuàng)新下騰訊公司戰(zhàn)略規(guī)劃探討

1、互聯(lián)網(wǎng)技術(shù)創(chuàng)新下騰訊公司戰(zhàn)略規(guī)劃探討本篇論文目錄導(dǎo)航：【題目】互聯(lián)網(wǎng)技術(shù)創(chuàng)新下騰訊公司戰(zhàn)略規(guī)劃探討【第一章】技術(shù)創(chuàng)新下互聯(lián)網(wǎng)企業(yè)發(fā)展戰(zhàn)略研究導(dǎo)論【第二章】企業(yè)戰(zhàn)略與互聯(lián)網(wǎng)技術(shù)概念界定與理論基礎(chǔ)【3.1 3.2】騰訊公司發(fā)展的外部環(huán)境分析【3.3】騰訊公司發(fā)展的內(nèi)部資源分析【4.1 4.2】騰訊公司發(fā)展戰(zhàn)略歷程與各階段分析【4.3 4.5】互聯(lián)網(wǎng)技術(shù)創(chuàng)新對(duì)騰訊公司發(fā)展戰(zhàn)略的影響【第五章】騰訊公司發(fā)展戰(zhàn)略優(yōu)化措施【總結(jié)/參考文獻(xiàn)】技術(shù)創(chuàng)新視角下騰訊公司戰(zhàn)略管理研究總結(jié)與參 考文獻(xiàn)摘要縱觀當(dāng)今中國，社會(huì)信息消費(fèi)、移動(dòng)智能、寬帶中國已經(jīng)成為當(dāng) 今熱點(diǎn)和未來幾年發(fā)展方向。2014年國內(nèi)互聯(lián)網(wǎng)消費(fèi)規(guī)模2.

2、8萬億 元、電子商務(wù)交易額12萬億元、互聯(lián)網(wǎng)行業(yè)收入增長50%;不僅如 此，移動(dòng)互聯(lián)網(wǎng)技術(shù)創(chuàng)新還帶來新產(chǎn)品、新業(yè)態(tài)、新商業(yè)模式的出現(xiàn)。 互聯(lián)網(wǎng)公司如何在這樣的機(jī)遇和挑戰(zhàn)面前成功把握住戰(zhàn)略方向，是一 個(gè)嚴(yán)肅而切實(shí)的問題。之所選擇騰訊公司作為本論文研究對(duì)象，因?yàn)?首先騰訊公司是伴隨中國互聯(lián)網(wǎng)成長起來的第一代國內(nèi)互聯(lián)網(wǎng)企業(yè)， 具有時(shí)代意義；其次騰訊公司產(chǎn)品線從PC端到移動(dòng)端，遍布互聯(lián)網(wǎng) 應(yīng)用服務(wù)市場(chǎng)，囊括電子郵箱（E-mail）、搜索引擎、即時(shí)通訊、在線 游戲、在線廣告、電子商務(wù)等，且擁有眾多明星產(chǎn)品，其中QQ活 躍賬戶8.29億、微信月活躍用戶4.68億，影響著幾億人的交流方 式和生活方式，社會(huì)影

3、響巨大，具有現(xiàn)實(shí)意義。本論文主要采用案例分析法、實(shí)證分析和規(guī)范分析相結(jié)合法以及 比較分析法對(duì)互聯(lián)網(wǎng)行業(yè)和騰訊公司從發(fā)展戰(zhàn)略的角度進(jìn)行了研究、 分析和總結(jié)。首先本文分析了騰訊公司的內(nèi)外部環(huán)境，對(duì)騰訊公司發(fā) 展歷程進(jìn)行了回顧；隨后介紹了騰訊公司企業(yè)戰(zhàn)略的特殊性，對(duì)當(dāng)前 企業(yè)戰(zhàn)略進(jìn)行深入分析，并闡述互聯(lián)網(wǎng)技術(shù)創(chuàng)新對(duì)騰訊公司企業(yè)發(fā)展 戰(zhàn)略的影響；最后對(duì)騰訊公司的企業(yè)戰(zhàn)略有針對(duì)性的提出優(yōu)化措施。 本文希望通過對(duì)騰訊公司企業(yè)發(fā)展戰(zhàn)略的梳理，探索互聯(lián)網(wǎng)在技術(shù)創(chuàng) 新背景下，企業(yè)戰(zhàn)略調(diào)整的前因后果和其中的規(guī)律。通過分析論證，本論文的得出以下主要結(jié)論：（1）通過對(duì)互聯(lián) 網(wǎng)行業(yè)進(jìn)行分析發(fā)現(xiàn)，互聯(lián)網(wǎng)產(chǎn)業(yè)鏈發(fā)生變化，互

4、聯(lián)網(wǎng)企業(yè)發(fā)展腳步 越發(fā)成熟，品牌快速迭代，快速失敗、廉價(jià)失敗、包容失敗以及對(duì)品 牌精益求精構(gòu)成互聯(lián)網(wǎng)經(jīng)濟(jì)的特色，互聯(lián)網(wǎng)技術(shù)發(fā)展改變著企業(yè)對(duì)于 人才種類、數(shù)量、類型的需求，如何實(shí)現(xiàn)精準(zhǔn)營銷成為互聯(lián)網(wǎng)時(shí)代企 業(yè)面臨的一大課題，互聯(lián)網(wǎng)經(jīng)濟(jì)成為機(jī)會(huì)經(jīng)濟(jì)。（2）通過對(duì)互聯(lián)網(wǎng)企 業(yè)環(huán)境分析發(fā)現(xiàn)，國家政策環(huán)境大好；互聯(lián)網(wǎng)經(jīng)濟(jì)正加快向傳統(tǒng)經(jīng)濟(jì) 滲透速度，且發(fā)展重心從“廣泛&rdquo ;向&ldquo ;深入” 轉(zhuǎn)換，推動(dòng)網(wǎng)民生活邁向全面“網(wǎng)絡(luò)化”;技術(shù)環(huán)境總體實(shí) 力繼續(xù)保持增強(qiáng)態(tài)勢(shì)。（3）通過對(duì)騰訊公司的行業(yè)環(huán)境進(jìn)行分析發(fā)現(xiàn)， 騰訊公司需要格外關(guān)注手游市場(chǎng)潛在進(jìn)入者的威脅，需要提高現(xiàn)有產(chǎn) 品的穩(wěn)定性、安全性

5、、方便性、增加明星產(chǎn)品數(shù)量，騰訊公司的供應(yīng) 商議價(jià)能力較弱，騰訊公司普通的平臺(tái)使用用戶議價(jià)能力較弱。（4） 通過分析騰訊公司行業(yè)內(nèi)企業(yè)間競(jìng)爭(zhēng)狀況發(fā)現(xiàn)，在行業(yè)內(nèi)競(jìng)爭(zhēng)總體明 顯呈現(xiàn)跨界性、平臺(tái)化的等特點(diǎn)的基礎(chǔ)上，企業(yè)間的競(jìng)爭(zhēng)已經(jīng)從點(diǎn)的 爭(zhēng)奪擴(kuò)散到面的競(jìng)爭(zhēng)。（5）通過對(duì)騰訊公司內(nèi)部人才經(jīng)濟(jì)技術(shù)資源分 析發(fā)現(xiàn)，在人才領(lǐng)域，面臨著公司文化的稀釋及對(duì)公司現(xiàn)有管理團(tuán)隊(duì) 執(zhí)行效力的挑戰(zhàn)；在財(cái)務(wù)方面，2014年騰訊公司總體經(jīng)營狀況繼續(xù) 保持上升趨勢(shì)，但企業(yè)償還能力小幅下降；在技術(shù)資源領(lǐng)域，騰訊公 司的成功依托于背后大量的專利技術(shù)和創(chuàng)新，經(jīng)歷從追求數(shù)量到注重 質(zhì)量。（6）通過對(duì)騰訊公司內(nèi)部品牌資源分析發(fā)現(xiàn)，核心產(chǎn)

6、品主要 是QQ、QQ空間、微信、騰訊游戲以及應(yīng)用寶，且短時(shí)間內(nèi)QQ和 QQ空間用戶不會(huì)出現(xiàn)大范圍的波動(dòng)，但長期來看用戶從PC端向移 動(dòng)智能端轉(zhuǎn)移已是大勢(shì)所趨，另外騰訊公司新秀產(chǎn)品微信面臨著如何 更好的解決用戶社交習(xí)慣與商業(yè)氣氛過濃之間的沖突的挑戰(zhàn)等問題， 最后產(chǎn)品線呈現(xiàn)多元化的現(xiàn)象，但盈利點(diǎn)主要集中在即時(shí)通訊、社區(qū) 網(wǎng)絡(luò)、網(wǎng)絡(luò)游戲幾大塊上。（7）通過對(duì)騰訊公司企業(yè)戰(zhàn)略分析發(fā)現(xiàn)， 首先企業(yè)戰(zhàn)略呈現(xiàn)出互聯(lián)網(wǎng)思維，其次當(dāng)前具體戰(zhàn)略措施歸納起來是以開放性積極發(fā)展戰(zhàn)略為中心，秉承連接性、高效性、競(jìng)爭(zhēng)性積極發(fā) 展戰(zhàn)略三個(gè)基本點(diǎn)，其次騰訊公司擁有品牌優(yōu)勢(shì)、渠道優(yōu)勢(shì)、盈利模 式等戰(zhàn)略優(yōu)勢(shì)，以及因公司近期密集投

7、資行為所帶來的壓力和風(fēng)險(xiǎn)、 產(chǎn)品商業(yè)變現(xiàn)壓力、企業(yè)應(yīng)變能力等潛在問題。(8)互聯(lián)網(wǎng)企業(yè)戰(zhàn)略 的成功實(shí)施需要從用戶、產(chǎn)品、業(yè)務(wù)、企業(yè)組織結(jié)構(gòu)四個(gè)方面入手進(jìn) 行優(yōu)化和保障。本論文首次運(yùn)用互聯(lián)網(wǎng)技術(shù)創(chuàng)新的視角分析互聯(lián)網(wǎng)企業(yè)騰訊公 司企業(yè)發(fā)展戰(zhàn)略，是互聯(lián)網(wǎng)經(jīng)濟(jì)學(xué)和企業(yè)管理學(xué)相結(jié)合的跨學(xué)科的研 究成果；本文將互聯(lián)網(wǎng)技術(shù)創(chuàng)新與騰訊公司發(fā)展戰(zhàn)略相結(jié)合進(jìn)行研究， 具有一定的前瞻性和開創(chuàng)性；從互聯(lián)網(wǎng)技術(shù)創(chuàng)新的角度分析總結(jié)了一 系列影響騰訊公司發(fā)展戰(zhàn)略的因素與對(duì)策，能夠?yàn)轵v訊公司發(fā)展戰(zhàn)略 提供理論指導(dǎo)。關(guān)鍵詞：騰訊公司，互聯(lián)網(wǎng)，技術(shù)創(chuàng)新，發(fā)展戰(zhàn)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