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Tudou Analysis

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Tudou Analysis
Youku was found in December 2006 and was one of the most popular video websites in China. The slogan of the company was "the world is watching" and it has about 150 million users and 280 million daily playing. Tudou launched in April 2005 and ranked the second in video sites industry. The platform of Tudou has around 25 million users per day, as well as above 80 million registered users. The slogan of Tudou was “everyone is living as a director”. Before merging, Youku and Tudou had a fierce competition on copyright resources and faced a big pressure with other video Internet companies. The two companies had noticed their problems. Moreover, these two companies had a very similar operating pattern in the business world which begun user-generated …show more content…
However, within the corporate identities, the logo is one of the most symbols for the company. YoukuTudou keeps the old logo on each video site. Hence, the first step for the organization is designing the new logo. Next, the company has the new slogan, which is Cooperation first. Schneider et al. (2003) state that it is actions, not words, which send messages about culture. When actions are aligned against a common objective, then that objective and the culture merge to create a powerful force(Schneider et al., 2003).The company has a new slogan, the action of the company inside or outside must keep consistently with the slogan-cooperation first. For instance, the different IT development groups of the organization should share similar functions and reduce duplication work on two similar video sites (Youku and …show more content…
The first goal is creating awareness, which is mainly done through one-way communication. The company via newsletters or e-mail informs information to employees. The second is creating understanding. The managers can take a presentation to get feedback from employees. This phase lets employees understand why the company wants to change the identity. The third goal is getting employees’ supporting of building the new identity. The fourth is with employees’ involvement, which the company pays attention on the focus that listening to employees. To make sure employees can share their ideas and concerns as much as they are asked to listen to the management’s standpoint. The last is commitment. If employees can actively participate in practices, this will lead to a sense of commitment (Quirke,
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