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Marketing and Internet Service Industry

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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



References: Allen, E. and Fjermestad, J. E-commerce marketing strategies: a framework and case analysis. Logistics Information Management. Volume 14 . Number 1/2 . 2001 . pp. 14-23. Annie Lee. (2010 ). 360 vs QQ, Internet security company picks fight with China’s NO. 1 software giant. Available: http://www.chinahush.com/2010/10/31/360-vs-qq-you-steal-private-information-oh-yeah-your-wealthy-ceo-cheats-housing- BBC. (2008) The marketing mix. [online]. [cited 19th December 2010] Belohlavek, P Bhatt G. and Emdad, A.F. (2001), “An analysis of the virtual chain in electronic commerce”, Logistics Information Management, Vol. 14, nr 1 - 2, pp. 78-85. BI. (2009). internetmarketingreport. Available: http://www.businessidea.com/internetmarketingreport Blythe, J (2003) Marketing Strategy. Paris. P35-36. P154-159, P169-205, P207-216 Brynjolfsson, Eric and Michael Smith (2000), “Frictionless Commerce? A Comparison of Internet and Conventional Retailers,” Management Science, (April). Businessballs. (No Date). pest market analysis tool. Available: http://www.businessballs.com/pestanalysisfreetemplate.htm. Last accessed 23th Feb. 2011. CIA. (2010). China 's annual report. Available: https://www.cia.gov/library/publications/the-world-factbook/geos/ch.html C.J. Hayden (2006). GET CLIENTS NOW!. 2nd ed. American: Amacom. CNNIC (2010). Statistical Report on Internet Development in China. China: China Internet Network Information Center (CNNIC) . 5-18. David Campbell,George Stonehouse,Bill Houston. (2004). Business strategy: an introducyion. Drummond, G and Ensor, J. (2001) Strategic marketing. Oxford : Butterworth-Heinemann. P45-53, P182-186 G Giele, F. (2009) Chinese Consumer Behavior. [online]. [cited 7th December 2010] < http://fransgiele.be/freematerial/2009chineseconsumerbehaviour.pdf > Hagel and Armstrong (1997b), Net Gain: Expanding Markets Through Virtual Communities, Harvard Business School Press, Boston:MA. IBIS. (2010). IBIS annual report. Available: http://www.ibisworld.com.cn/industry/default.aspx?indid=805&login=failed iResearch (2010). iResearch China Internet Market Annual Review Report. China: iResearch China. 7-9. Kenneth Andrews The Concept of Corporate Strategy. Homewood: Irwin. (1971) Kenneth, C Kotler, P. (1997) Marketing Management – Analysis, Planning, Implementation and Control. Prentice- Hall, Englewood Cliffs, NJ. Kotler, P et al. (1999), Principles of Marketing, 2nd European Ed, Prentice Hall. Kotler, P and Armstrong, G. (2010) Principles of marketing. London: Pearson Education Ltd. P39-57 LM Mark Lee . (2011). Baidu Will Expand Social-Networking Services, Challenge Tencent in China. Available: http://www.bloomberg.com/news/2011-02-01/baidu-to-expand-social-web-services-take-on-tencent-in-china.html. Last accessed 18th april 2011. McCarthy, E. Jerome (1960), Basic Marketing, A Managerial Approach, Richard D. Irwin: Homewood, IL, 41-50. Meffert H. (1999) Marketing: Grundlagen der Absatzpolitik, 7. überarbeitete und erweiterte Auflage, Wiesbaden Porter, M.E. (1980) Competitive Strategy, Free Press, New York, 1980. RapidBI. (2007). PEST or PESTLE Analysis . Available: http://rapidbi.com/management/pestle/. Last accessed 23th Feb. 2011. Tajirian, Alex. Valuing Domain Names. DomainMart (Revised 2005). TechNode. (2009). The Chinese Internet Industry: Mapping International Initiatives. Available: http://technode.com/2009/03/16/the-chinese-internet-industry-mapping-international-initiatives/. Last accessed 18th april 2011. Terry Hill and Roy Westbrook. (1997). SWOT analysis: It 's time for a product recall. Long Range Planning. 30 (1), 46-52. Tim (2010). tencent: the greatest games company you might not know. Available: http://seekingalpha.com/article/226308-tencent-the-greatest-games-company-you-might-not-know. Last accessed 18th april 2011. Thompson, J. (2002) Strategic Management. 4th Edition, London: Thomson. P25-34 T Tutor2u (2010) Strategy-introduction to PEST analysis. [online]. [cited 22nd November 2010] < http://tutor2u.net/business/strategy/PEST_analysis.htm > Walker, O. C. et al. (1999) Marketing strategy. London : McGraw-Hill. P130-133, P144-149, P192-198. Bovée, C.L.(1995). Marketing, Housten, M.J. and Thill J.V., 2nd edition, Winer, Russel S., and Donald R

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