腾讯公司协同战略研究

上海交通大学硕士学位论文腾讯公司协同战略研究姓名：宋虹漫申请学位级别：硕士专业：工商管理指导教师：黄丹20100110THESYNERGYSTRATEGYRESEARCHOFTENCENTABSTRACTWiththeadventoftheInformationAge,interneteconomyisbecomingmoreandmoreimportantintoday’sworld.AftertenyearsofdevelopmentinChina,internetisverypopularandchangingpeople’sliveandconsumptionhabits.Asaresult,basedontheinternetplatform,theboomingvalue-addedinternetservicesarecreatinganewmiracleofhumanhistory.ThispaperdescribesamacromarginalanalysisofChina’sinternetdevelopment,throughtherevolutionoftheinternetindustryoverthelasttenyears,ithelpstoanalyzethedevelopmentstatus,industrystructureandchargemethodsoftheinternetindustry.Firstly,basedonthesynergisticeffecttheory,andwithanempiricalstudy-TENCENT,thebestexampleoftheChina’sinternetindustry,thispaperstudiestheformationandimplementationofsynergystrategy,Secondly,basedontheanalysisofTENCENT’soperationstructure,businessstructureandproducts,itsummarizesTENCENT’sbusinessmodel,chargemethodsandoperationanditsthreebasicbusinessmodels.Basedonanalysisconclusions,thispaperstudiesthemaindirectionofsynergystrategy,andanalyzesthesynergystrategyfromoperation,market,finance,marketing,technology,competition,M&Aandsoon.Accordingtoactualsituations,thispaperstudieshowtomakenecessaryadjustmentswhenimplementingsynergystrategy.TheconclusionofthisarticleisabusinessecosystemofChina'sInternetcompaniesshouldintegrateamassivesubscriberbase,anopenoperatingplatformanddiversecollaborativevalue-addedservices.KEYWORDS:China'sinternetindustry,Tencent,SynergystrategyMBA120097002007-2011CAGR30.7%2011154720092005MBA2111111212313MBA3MBA4221(IgorAnsoff)20601965,,,1+12122.2170-80MBA52()2.3Kanter(1989)11SynergyAnsoff(1965)2+2=5(ab)ROI(ab)ROI(a)+ROI(b)J.PnazarR.Willing70(ab)C(ab)C(a)C(b)N.J.FOSS.Iversen(1997)1MBA6R.BZuzel&lB.Gale(1987)MakrLSiorwer(1997):2:Chatterjee(1986)Ansoff(1965)Buzzell&Gale(1987)AnsoffRumetl(1974)Itmai(1987)Buzzel&lGale(1987):Chatterjee(1986)J.F.Westno(1996)()Markides&Williamson(1994)RossWesterfield&Jaffe(2002):MBA73RumeIt(1974)19491969(2000)Rumetl(1991)RoquebertPhillPiS&Westfall(1996)1985199115%MGchana&Porter(19971999)BrushBromiley&Hendrix(1999)198619994114PaliehCardinal&Miller(2000)82UMBA833.13.1.119971997-20012002-200820081iResearch-2007-20081FIGURE1DevelopmentstageofChina'sInternetmarketeconomy11986-1993Internet1994-199719944MBA9CSTNETinternetCERNETCHINANETCHINAGBN219972000111998IT2001iAdTracker2001711482030573.2200120013.7200110Baidu1999320002007MBA1066.4%2000IVRCRBTSP0507450020032020071282007google2002+B2B2C2CB2C20071.320032002-2007100%20071055002007115.8284.6%20072B2BBusinessToBusiness2(two)toMBA11800038.1%9.4%543GMMOG10084.4%MOG0626%12.5%7B2BB2B3-4201110%web2.03.1.2200963022.6%21.9%3.383.2CN1357.23G(1)3200741.9%22.6%21.9%20086MBA1290.6%2.72007CN200750.8%CN120.3%CN(2)200820071.173G3G(3)(4)200884602007319060%60%3.2MBA13B2Bweb2.0B2B2004-200758.5%67.9%87.932%200760%50%1PDA20082FIGURE2Mobilevalue-addedservicesClassificationMBA142PCPC31Table1OnlineGameCategoriesMMORPG3ACG4Webgame200818355.6%2008820034%2008707424%3MMORPG,MassivelyMultiplayerOnlineRolePlayingGame4ACGAnimationComicGameGalGameMBA15200820075335::10%20:5%-10%1018:5%42008170200760.4%200847.4200756.4%20084.6200782.2%0.8250.32007200873.4%CPTCPC2008CPT85.357.0%CPC57.063.8%83.7%CPMCPA5.3%3.8%93.4%88.7%80%5MBA16SEO5SEOGoogle10Google152001GoogleAdWordsBillGross19986GoTo20019OverturePayPerClick200110GoogleAdWordsAdSenseGoogle2003AdSenseGoogleGoogleYPN6YPNRSSAdCenter/5SearchEngineOptimization6YahooPublisherNetworkMBA176B2CInternetB2C8848C2C--C2C--B2C80%51517MBA18[]SSLSET200721%91.6%51%30.8%20%20079%47.4%41.2%39.1%27.7%19.7%19.4%14.7%8,20%200725.56200647%web2.020078.95200634.59%MBA1944.14.1.11998112004616700QQQQQQ.comQQQQ.comQQQQSOSOQQQzoneQQQQShowQQQQQQMusic/Radio/Live//c2c2009630QQ9.9004.4806130QQ620QQ.com60%2007MBA202006gongyi.qq.com4.1.2111153FIGURE3TheTencent’sCompanyOrganizationChart144.1.3MBA21IMSNS44FIGURE4TheBusinessSystemofTencent411998QICQQQTMRTXQQ80%20096QQ56000QQQQQQ2009WindowsXPVistaLinuxMacHummerQQTencentMessenger(TM)MBA22RTX722000IVRwapIMQQQQQQQQQQQQ30%(3G.QQ.COM)QQQQQQVIP3G63IMQQgamePaipaiQQ.comQzoneMMOGFPS22--QQ7RealTimeeXchangeMBA23500006500QQQQshowQQQQQQ2000QQQQQQQQ.com()2004200820088.26200415599%MBA24--()20063-16~40%IMIM3QQQQliveQQQQ4.1.42004616200852004200820045.2569%35%40%40%15.6%28.57%222004-2008Table2TencentOperatingperformancesfrom2004to2008()20042005200620072008()11.43514.26428.00438.20971.5454.6924.37111.16715.34531.0497.2739.56519.83427.03449.841()4.4674.85410.63816.3528.157%41.03%30.64%39.88%40.16%43.40%%63.60%67.06%70.83%70.80%69.70%%39.06%34.02%37.99%41.00%39.40%%15.60%14.16%22.87%22.64%28.57%%55.60%24.70%96.30%36.40%87.20%%43.90%31.51%107.40%36.30%84.40%%38.60%10.00%119.20%40.60%79.60%20042008200456.1%200819.6%200438.4%200868.7%20044.8%200811.5%MBA262005QQ2006200652004-2008FIGURE52004-2008MainBusinessIncomeStructuralChangesofTencent2008123151.28617.9720083G20084.2MBA274.2.120096303.3825.5%2008400013.4%956514.8%42