微信模式下的腾讯公司财务战略案例研究

发布时间：2018-02-01 20:01

本文关键词： 融资战略投资战略股利分配战略　出处：《吉林财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：改革开放以来,中国企业取得了快速发展。随着经济全球化趋势以及科学技术迅猛发展,市场瞬息万变,竞争日趋激烈,企业要在未来的市场竞争中赢得优势并持续盈利,在竞争中立于不败之地,企业必须具备核心竞争能力。如何培育和增强企业的竞争优势,保持企业健康稳定地发展,是企业财务战略要研究的重要论文。财务战略是企业在综合战略的前提下,来长远规划企业融资、投资、股利分配活动。财务战略的意义在于合理优化和高效使用企业资源,确保企业稳步发展与实现尽可能多的价值,最终提升企业市场地位与影响力。腾讯以“连接一切”为战略目标,创建两种优质服务,即:社交平台与数字内容。根据即时通信手段QQ、移动社交和通信服务微信、门户网站腾讯网(QQ.com)、腾讯游戏、社交网络平台QQ空间等中国杰出的网络平台,实现网络用户交流、资讯、娱乐和金融等领域的基本需求。到2016年6月末,QQ的月活跃帐户数超过了8.99亿,最高在线帐户数超过2.47亿;微信和WeChat的合并月活跃帐户数达8.06亿。本论文以腾讯公司为主要研究主体,是由五个章节所组成:首先是绪论,对该论文研究背景及其意义进行了深入阐述,同时说明了研究方法与内容,在这基础之上介绍了财务战略、商业模式在世界范围内的研究成果。第二章是详细研究了财务战略、商业模式的相关定义和理论。接下来一章节就是说明了腾讯公司的微信案例,并深入剖析了腾讯公司的财务状况。第四章主要面向腾讯公司开展微信业务模式后的财务战略分析,通过对腾讯公司的融资战略、投资战略和股利分配战略进行深入的研究,通过竞争优势理论来综合评价其财务战略。最后一个章节就是对结论的总结和研究不足的说明。
[Abstract]:Since the reform and opening up, Chinese enterprises have made rapid development. With the trend of economic globalization and the rapid development of science and technology, the market is changing rapidly and the competition is becoming increasingly fierce. In order to win advantages and make profits in the future market competition and remain invincible in the competition, enterprises must have the core competitive ability and how to cultivate and enhance the competitive advantage of enterprises. To maintain the healthy and stable development of enterprises is an important paper to study the financial strategy of enterprises. Financial strategy is the long-term planning of enterprise financing and investment under the premise of comprehensive strategy. The significance of the financial strategy lies in the rational optimization and efficient use of enterprise resources to ensure the steady development and realization of as much value as possible. Tencent aims to "connect everything" as a strategic goal to create two quality services, namely, social platform and digital content, according to instant messaging means QQ. Mobile social and communications services WeChat, portal QQ.com QQ.com.com, Tencent games, social networking platform QZone and other outstanding Internet platforms, to achieve online user exchanges, information. Entertainment and finance and other areas of basic needs. By the end of 2016, the number of QQ MAU account more than 899 million, the highest number of online accounts more than 247 million; The combination of WeChat and WeChat MAU accounts amount to 806 million. This paper takes Tencent as the main research body, is composed of five chapters: first, introduction. The research background and significance of this paper are described in depth, and the research methods and contents are explained. On the basis of this, the financial strategy is introduced. The second chapter is a detailed study of the financial strategy, the definition and theory of the business model. The next chapter is to explain Tencent's WeChat case. And in-depth analysis of Tencent's financial situation. 4th chapter mainly for Tencent to carry out WeChat business model after the financial strategy analysis, through the financing strategy of Tencent. The investment strategy and dividend distribution strategy are studied deeply, and the financial strategy is evaluated synthetically by the theory of competitive advantage. The last chapter is the summary of the conclusion and the explanation of the lack of research.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F275;F49

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