Research Of QQ VIP Brand Strategy

QQ VIP with a history of nearly 14 years brand has always been the top brand of Internet products, it was attached on the Tencent QQ chat panel, with basic privileges such as upgrade rules, red name then comes out a serious function for QQ users to show off, also some for utility, some offline coupons,wins more than 20 million users, became the benchmark in all of the value-added products in the company. become the most recognizable brand in the QQ users, but as The external environment changed,the company business structure adjustment, product transition, certain function of privilege separate, merger, its product planning and brand operation faces great challenges.QQ VIP act as this article’s research object, mainly from the market positioning, user analysis, product planning, brand operating, etc., using the 5 W1 H method, comparative analysis, SWOT analysis method to the QQ VIP’s brand strategy.This paper will first introduce Tencent company and QQ VIP department, describe QQ VIP, to clarify the positioning and the operating strategy, brand strategy when the slogan still "privileged, no compromise!". Secondly, summarize the the external environment and the internal environment, use 5W1 H method to analyzes the reasons of the transformation of products and how to transform, discusses the new brand positioning, why and how to upgrade the slogan to "I am a superior pie!" and the new brand strategy, point out the problem and the opportunity, finally, end up with the main point for the internet product’s brand strategy.