企业竞争战略分析案例【篇一：企业竞争战略分析案例】目前，腾讯正逐步实现“最受尊敬的互联网企业”的远景目标。
腾讯发展过程如图4-1 所示。
图4-1 腾讯发展简图二、案例聚焦术上，腾讯是个追随者，但是icq 并没有任何商业模式可供腾讯参 icq上做广告的。
品牌衍生物的代理权出让，是腾讯的第三个主意。
目前，腾讯通过与广州东利行企业发展有限公司合作，开发以qq 形象为主体的服饰、动漫产品。
qq 正在成为国内最著名的卡通品牌，并逐步向科技领域延伸。
qq 件、形象已经进入到pc、dvd、移动硬盘和摄像头等终端产品。
目前，手机、家电的利润非常微薄，不论是国外厂商还是国内厂商都希望能够在增值服务上有独特的表现，纷纷上门来要和腾讯合作。
而这些pc 之外的终端延伸，也正是腾讯梦寐以求的新战场。
2.“利润因子”的管理在利润乘数化竞争战略下，企业要清楚自身利润因子的优势。
准确的市场定位在qq 聊天的用户中以年轻人为主，他们对时尚产品的购买能力极强。
于是，腾讯和东利行提出“q 人类q 生活”的卡通时尚生活概念，把衍生产消费群定位在14～26岁青少年。
随后，相继开发出精品玩具系列、手表系列、服饰系列和包袋系列等10 大类106 个系列，约1000 种带qq 标志的产品。
2001 年10 月，第一家“q-gen”专卖店在广州最繁华的北京路步行街开业，受到迷的大力追捧，每天营业额达到10 万元，迅速超过了同一条街的原有“铺王”佐丹奴专卖店。
短短数月，100 多家“q-gen” 专卖店已遍布全国各大城市。
由于有强大品牌做后盾，部分 qq 商品的毛利率已达 50以上，而且还有相当不菲的连锁加盟费收入。
这就是巨大的利润乘数效应。
现在对于很多人来说，qq 已经不仅是一个单纯的通信工具软件，而是一种生活方式、一种文化。
qq 装，床头摆着qq相架，床上放着qq 靠枕…… 强强联合，优势互补也许有人会问，既然qq 能有这么大的利润乘数效应，为什么腾讯公司不自己发展呢？道理其实很简单。
首先，腾讯公司对于玩具这样的行业并不熟悉，与东利行的合作可以使他们规避跨行业的风险；其次，腾讯主要的收入来源并不是qq 形象授权，但授权的意义重大，能利用线下的资源更好地推动qq 品牌的发展；第三，与专业化的公司和团队合作经营，不仅可以降低风险，而且能使合作双方发挥各自的优势，产生集团效应。
基上述三个理由，腾讯公司选择了品牌外包。
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