Research On The Competitive Strategy Of Tencent News Client

The method of managing News Client is very different from the metod of traditional media.Tencent News Client controls the lion's share in China.This paper focus on Tencent News Client,studied the competitive environment it is faced with,and the strategy it took,tried to understand the overall strategy of Tencent News Client,and then provides a feasible approach and experience.on managing News Client.This paper refers to a large number of literature and survey report released by data organization, established the four dimensions of study competition strategy of Tencent News Client- the user penetration, content generation, user interface and brand management.And then selected the perspective of market share, average daily clicks to evaluate its competition strategy.Through the research, the author found that the success of Tencent News Client dues to its diverse users seepage channels, the great content generating mechanisms, pure and fresh interface style and clear brand image.The concrete reason can be expressed as follows:First of all,in order to rob traffic resources, to increase the market share, Tencent News Client chose to utilize WeChat and QQ as the main tool, plug-in leverage to arise the massive user resources, and guide the users to download the client.And also build the download store application treasure, targeted to promote their own news reader application.Secondly, in order to enrich content resources, optimizing the content generation,Tencent News chose to rewritten all the news resources,and quickly push all the news.Focusing on the original content to ascend content characteristics.Tecent News Client use WeChat public platform as strategic complements, focus on UGC content in order to comply with market trend., enrich news reporting method by means of new technologyThirdly, in order to improve the user interface,,Tencent News chose to be simple but elegant,and show practical consideration for the users.And set up the feedback platform, improve its app according to customer Suggestions.Finally, in order to change the weak brand image in the field of media,Tencent News Client chose to reshape the brand image, to give the client a new brand positioning- the facts, and through the form of advertising, invited representatives, vigorously promote the brand image.The strategy of Tencent News Client has played a very significant effect, from market share to the number of active users, Tencent News Client ranked the top.In general, it's a kind of successful strategy formulation and implementation.But in terms of user viscosity, there is still room for improvement.For example,Tencent News can optimize content distribution technology, improve accuracy of news pushing;Enrich using scenarios to improve the user viscosity, and so on.The competition of News Client is still on, Tencent can not be slack.