Chapter 1-- An Overview of Marketing

Tencent, Inc. was founded in November, 1998. It has grown into China’s largest and most used Internet service portal. During company's development, Tencent has maintained steady growth under its user-oriented operating strategies. On June 16, 2004, Tencent Holdings Limited (SEHK 700) went public on the main board of the Hong Kong Stock Exchange. The headquarter of Tenccent, Inc. is located in Nanshan district, Shenzhen, China.

Ma Hua Teng (Mr. Ma), current CEO of Tencent, Inc., accompanied with his classmates officially registered a company called Shenzhen Tencent computer system Inc. This company's main business is to expand wireless network paging systems at that time. But before that, in 1997, Mr. Ma got an opportunity to contact ICQ and became one of its users. He personally felt the charm of ICQ, as well as the limitations of this product. First, ICQ only had English version; second, ICQ had the problem of operation difficulty. It made ICQ domestic use broad, but still not particularly widespread in China. Therefore, Mr. Ma and his friends decided to develop Chinese version ICQ software. Tencent, Inc. officially launched Tencent QQ In February, 1999, which is an instant messenger and became the most famous product of Tencent company.

 

 

 

In the aspect of marketing philosophie, Tencent is providing value-added Internet, mobile and telecom services and online advertising under the strategic goal of providing users with "one-stop online lifestyle services". Tencent’s leading Internet platforms in China – QQ (QQ Instant Messenger), QQ.com, QQ Games, Qzone, 3g.QQ.com, SoSo, PaiPai and Tenpay – have brought together China's largest Internet community, to meet the various needs of Internet users including communication, information, entertainment, e-commerce and others. As of Sep 30, 2011, the active QQ users accounts for QQ IM amounted to 711.7 million while its peak concurrent users reach 145.4 million.

 

 

 

Tencent, Inc. focuses on what its customers want and the marketing needs. It shows on the company’s mission: to enhance people's quality of life through Internet services. To treat the Internet like electricity: a reliable service that makes life easier and more enjoyable. To address the diverse needs of different regions and consumers by offering differentiated products and services. To build a healthy and win-win Internet ecology based on open collaboration with partners. Consumer value as first priority, as it shows in Tencent’s website. Focusing on the long-term development of the company by putting consumer value above short-term commercial interests. Developing a deep understanding of consumer needs in order to provide the most satisfying products and services. Communicating candidly with consumers, respect their feelings, and grow with their evolving needs.

Tencent, Inc. treats its employees like a family. Company provides employees with comfortable working environments and attractive incentives. They coach and encourage employees to achieve success in work based on the attitudes of trust and respect. Company considered employees as its most precious asset and emphasized on the training of employees. They will offer different kinds of trainings to different employees depend on their positions.

 

 

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