A Study On The Marketing Strategy Of The Tencent Mobile Value-added Service

With the development of network technology and the market economy, China mobile value-added service market has expanded year by year from the scale of the market to the capacity. Its operating income has become the important source of profits in the business. As China’s largest IM provider, because of being limited by the industry attribute, Tencent’s mobile value-added products and services lack of obvious difference with compared to its competitors, as a result it can not be avoided in a highly homogeneous competition.The most important issue that Tencent mobile value-added service is facing to currently is how to use Tencent product advantages and brand advantages, integrate a variety of platforms, make differentiated marketing strategy about the mobile value-added services to guide the establishment of a unique competitive advantage. The first, this paper summarizes the domestic and foreign relevant classical marketing theory as theoretical foundation of the paper; The second, we introduce mobile value-added service system and outline the development of the mobile value-added service status combined with data; then make analysis of exterior and macro environment with the PEST method, use five forces model to analyze the industry environment and enterprise internal environment, which lays a foundation for the following strategy research; Then based on the products, price, channel and promotion strategy of Tencent mobile value-added service, through the analysis of the present situation and the problems, we conclude the Tencent mobile value-added service marketing strategy deficiencies cause. In view of the existing problems and their causes, this article analyze Tencent mobile value-added service marketing strategy and put forward the some suggestions of integrating advantages of resources for the differentiation strategies; Then we make individual analysis for the QQ music, QQ game, QQ reading, QQ video and other key business, and put forward some specific strategies for them; finally we make the conclusion about the problems and corresponding measures that should be paid attention to in the process of Tencent mobile value-added service marketing strategies’ operation.On the basis of systematic analysis of various environmental and existing marketing strategy, the differentiated marketing strategy was concluded that was about the product, price, promotion, channels, and other various factors. We think only with the integrating various advantages of resources for different marketing, the Tencent will be possible to build their core competitiveness, and make the absolute competitive advantage in the fierce competition.