Marketing and Internet Service Industry
Acknowledgments
Completing this dissertation has proven to be a very challenging endeavor, and it certainly would have been a whole lot more difficult to accomplish without the help of many important persons. First of all, my dissertation supervisor, Shannon-Little, Paul A, has provided valuable guidance and direction along my research and writing path. I would like to express my sincere appreciation and thanks to him for his support, patience and encouragement.
Also, special thanks go out to Mario Ding and Janie LIU, who has been there at important times to bounce around ideas to give me a large number of suggestions and to assist me along this dissertation. She suggested many clear ways to design the structure of this dissertation.
Finally, a feeling of appreciation goes out to the many friends and classmates who provided support when things got tough. They support me actually and expressively when I contribute myself to this program. Their helps directly and indirectly push me to finish this dissertation.
Table of Contents
Table of Contents 2
List of Figure 3
List of TablesChapter One Introduction 4 1.1 Background of Chinese Internet service industry 5 1.2 Background of Tencent 7 1.3 The current events - Tencent VS 360 Safeguard 9 1.4 Scope, sources and methodology 10
Chapter Two: Literature Review 12 2.1 PEST analysis 12 2.2 SWOT 15 2.3 More on the difference and relationship between PEST and SWOT 16 2.4 Marketing Mix (4P) in Internet contexts 17 λ Products or services 19 λ Price 22 λ Place 24 λ Promotion 25 2.5 Porter's Five forces model 27
Chapter Three: Context analysis 30 3.1 External context analysis 30 3.2 Internal context analysis with SWOT 37
Chapter Four: Marketing Mix ----4P 39 4.1 Product strategy 39 4.2 Price strategy 40 4.3 Promotion strategy 42 4.4 Place strategy 43 4.5 Additional strategies A - Customer services 43 4.6 Additional strategies
Completing this dissertation has proven to be a very challenging endeavor, and it certainly would have been a whole lot more difficult to accomplish without the help of many important persons. First of all, my dissertation supervisor, Shannon-Little, Paul A, has provided valuable guidance and direction along my research and writing path. I would like to express my sincere appreciation and thanks to him for his support, patience and encouragement.
Also, special thanks go out to Mario Ding and Janie LIU, who has been there at important times to bounce around ideas to give me a large number of suggestions and to assist me along this dissertation. She suggested many clear ways to design the structure of this dissertation.
Finally, a feeling of appreciation goes out to the many friends and classmates who provided support when things got tough. They support me actually and expressively when I contribute myself to this program. Their helps directly and indirectly push me to finish this dissertation.
Table of Contents
Table of Contents 2
List of Figure 3
List of TablesChapter One Introduction 4 1.1 Background of Chinese Internet service industry 5 1.2 Background of Tencent 7 1.3 The current events - Tencent VS 360 Safeguard 9 1.4 Scope, sources and methodology 10
Chapter Two: Literature Review 12 2.1 PEST analysis 12 2.2 SWOT 15 2.3 More on the difference and relationship between PEST and SWOT 16 2.4 Marketing Mix (4P) in Internet contexts 17 λ Products or services 19 λ Price 22 λ Place 24 λ Promotion 25 2.5 Porter's Five forces model 27
Chapter Three: Context analysis 30 3.1 External context analysis 30 3.2 Internal context analysis with SWOT 37
Chapter Four: Marketing Mix ----4P 39 4.1 Product strategy 39 4.2 Price strategy 40 4.3 Promotion strategy 42 4.4 Place strategy 43 4.5 Additional strategies A - Customer services 43 4.6 Additional strategies
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