Research On Brand Communication Strategy Of Tencent

After 17 years of growth and development, Tencent Holdings Limited, which was founded in 1988, has gradually grown into one of the largest Internet comprehensive service providers in China. Its Business varied from a single instant communication to across the network game, web portals and all kinds of network value-added services, etc. As the contents and business of Internet portal is developing into vertical depth, a big deal of comprehensive portals and large media set up their branches in location to seize new media market and resources, which launch new trends of "landing". In 2006, Tencent set up its first regional portal in Chongqing. By the end of 2014, including Shandong station which is still in preparation, Tencent has successfully set up a net of local information and resources which is based on 13 stations in provincial capitals around the country.In August 2013, Tencent set up the regional portal of Jiangsu in Nanjing City. In the face of the unique media ecology in Jiangsu, Tencent came to double pressure of industry and policy with its development patterns of real-time communications, the Internet communication and the mobile media communication. On one hand, Tencent headquarters provides technical and resource supports with local websites; on the other hand, with a strong foundation of economy and culture, Jiangsu province has rich media resources which bring fierce competitions between state media and local media, traditional media and network media. The market is somehow saturated. And at the same time, local business portal is limited by losing rights in news gathering, which makes branch one of the most important core to develop and expand their own influence.This paper study on the branch operations conditions of Jiangsu Net of Tencent by analysis the congenital advantages, content production, event marketing and communication channels in the year time after it launched, and the competitive advantages and existing shortcomings. At last, this paper puts forward several feasible suggestions to the branch promotion of Jiangsu Net of Tencent, and also provide certain reference basis to the development strategy of regional portal.