腾讯公司的市场营销分析
【摘要】：面对新的市场环境及营销环境，新兴企业的发展受到一定的局限及制约，为了应对新的问题，为了在新的环境下更好地促进的其发展，为了更好地巩固市场地位，几个方面对企业进行分析研究。
【关键词】：营销环境战略选择决策实施
一．腾讯公司概况
（一）公司简介
腾讯公司成立于1998年11月，是目前中国最大的互联网综合服务提供商之一，也是中国服务用户最多的互联网企业之一。成立十年多以来，腾讯一直秉承一切以用户价值为依归的经营理念，始终处于稳健、高速发展的状态。目前公司主要产品有IM软件、网络游戏、门户网站以及相关增值产品。2004年6月16日，腾讯公司在香港联交所主板公开上市。2010年名列福布斯中国品牌价值排行榜第8名。
（二）发展概况
1999年2月10日，腾讯正式推出即时通信软件QQ99，仅仅9个月后，QQ注册用户数即突破百万。
2000年5月27日，QQ同时在线人数突破十万，隔天的《人民日报》即对此事进行了报道;消息发表一个月后，QQ注册用户数突破千万。2001年2月，QQ同时在线用户数突破100万，注册用户增至5000万。2002年3月QQ注册用户数突破1亿。
2010年1月初，腾讯市值折合约400亿美元。这一数字高于同日纳斯达克收盘时，雅虎市值的203.35亿美元、eBay市值的281.7亿美元，继Google的市值1451.86亿美元之后，跃居全球网络股的亚军。2010年3月5日19点52分5秒，同时在线用户数突破1亿，成就一个互联网奇迹。
（三）产品构成及种类
1、通信：QQ邮箱、QQ软件、QQ秀、QQ会员、和悦
2、社区：QQ空间、相册、音乐、QQLive、播客、QQ校友、精英博客
3、休闲：QQ游戏、QQ宠物、QQ堂、QQ音速、QQ三国、小熊梦工厂
4、网游：大明龙权、寻仙、自由幻想、丝路烽火、QQ幻想世界
5、竞技：穿越火线、地下城与勇士、战地之王、QQ飞车、QQ炫舞
6、手机：无线超级QQ、手机游戏、手机QQ、手机浏览器、3gQQ
7、商务：拍拍、财付通、QQ充值、还信用卡、充话费、返利等商务服务
（四）收入来源
开发的虚拟平台上的即时通讯业务、网络媒体、无线互联网增值业务、互动娱乐业务、互联网增值业务、电子商务、互联网广告业务。
1、为各位QQ 使用者的附加业务（如QQ会员，红钻，黄钻……）
2、腾迅网站上刊登的广告，从而赚取广告费。
3、腾迅的QQ邮箱的附加增值业务（如邮箱包月……）
4、通过代理其他软件的开发。
5、推出的各种新的QQ游戏，让用户购买其游戏点卡
6、其它依靠出售QQ行靓号。
II. Market analysis
(A) Product Positioning
Product influence from QQ to Qzone, news portals, to microblogging, search, mail, browser, TenPay and pat Tencent 10 years to build a broad network of Empire, seems to have become virtual community "Empire." Tencent, China's largest chat software QQ, through exclusive monopoly and forced bundling, the rapid expansion of Tencent sake of business companies, and almost all of the domestic Internet companies are engaged in a fierce competition. Influence on public opinion. Tencent has the largest online media traffic Tencent, in addition, Tencent is the largest entertainment company, with the Internet's most popular online games; and the largest virtual currency Tencent issued "Q coins", which is the yuan and other the value of virtual currency exchange, now in Internet cafes and game room is freely convertible, some game companies can even take the Q coin bonuses to employees, but in the real world, it is the responsibility of the bank and currency.
(B) the market position
1. Features Location: Tencent to "provide users with a one-stop online life service" as its strategic goals and complete their business based on this layout
2, interest Location: QQ Tencent is not a direct source of high profits, but he was able to bring a stable customer base for the Penguins, easy to promote to promote their new products and services.
3, the user positioning: QQ users from the previous ordinary users gradually expanded to a large number of companies who do work, they are due to the strengthening of the QQ QQ function into the office.
4, Tencent's market position through their own broad user base their potential competitors away, and gradually strengthen itself.
5, the shape is the target customer in imitation close attention. Recognized and receptive distinct character. Such as adding new elements in similar competitor products.
6, to establish the image of the user in mind through long-standing free use for their other products has won wide market, QQ clear strategic goals
(C) the key elements and analysis
Tencent launched a number of products, including most of the Internet business, which mainly includes the following aspects: IM services, online media, the Internet value-added services, e-commerce, interactive entertainment services, wireless Internet value-added services
1, the product extension strategy:
（1）Extending downwardly, upwardly extending, biaxially stretched
（2）Product Line Modernization Strategy
（3）Product line filling Policy
（4）Product line reduction strategy
2（1）.Business combination
Tencent has formed the Internet and value-added services, wireless and fixed-line value-added services, business services, advertising, brand licensing. And gradually to personal instant messaging, enterprise instant messaging and entertainment information in three directions.
(2)The allocation of resources to give Internet instant messaging service, and value-added services based on this derived, it is Tencent's core business. But Tencent is also currently developing online games, online advertising business. And have achieved good results.
(3)competitive advantage Tencent biggest competitive advantage is as personal instant messaging pioneer years of development have accumulated a large user base.
