A Research On Tencent’ Brand Competitiveness

Our country’s internet industry that becomes one of major industries of economicdevelopment has experienced more than20years’ development with comparativelyperfect industry chain and relatively mature industry environment. Meanwhile,development of internet industry plays an increasingly important influence ondevelopment of other industries. However, with the depth of development, competitionbetween our country’s internet enterprises appears homogenous and imitativephenomenon and is short of enterprises with characteristics and personality from theaspects of products, services, and marketing patterns, etc. Moreover, comparing withwestern well-known internet enterprises, they still have tremendous differences andappear the phenomenon of our country’s internet enterprises just can survive in ourcountry. Once they go to the world, they often lack of competitiveness and brand image.Therefore, the research on how to make internet enterprises walk away fromhomogenization, set up their own image and promote brand competitiveness plays asignificant meaning.This paper based on Tencent Company analyzed pertinent literature research onbrand competitiveness at home and abroad, set forth rescoring constitution of internetenterprises’ brand competitiveness and factors that affect strong and weak of enterprisesbrand competitiveness, summarized representative problems when promoting internetenterprises’brand competitiveness, as well as came up with recommendations for relatedsolutions by establishing model with analytic hierarchy process and adopting thecombinative methods of quantitative analysis and qualitative analysis.