Analysis- How to respond to phone QQ Tencent internal crisis（分析-如何应对手机QQ腾讯内部危机）.doc

1、 Analysis: How to respond to phone QQ Tencent internal crisis (Research papers Download News) Editors Note: Hand Q2013 released from 23 days have passed, in which there are a few things that maybe you did not know: 1, is the Yin Yu Xiongs old superiors, before entering Tencent, Tencent QQ, they are

2、direct competitors, Microsofts MSN office positions. 2, during the test in the previous hand Q users into two groups, one group with the new version, a version before use, was found difficult to accept the new version of the user is only 10%. 3, since Dowson (Tangdao Sheng) since he took office, he

3、and the QQ instant messaging business line management can be said to be exhaustive, and Jeff (Xiong) is entirely different. 4, the user a lot of dissatisfaction appears, Dowson QQ quickly characterized as a moment of crisis, formed up to the Presidents Office and Group Public Relations virtual teams

4、, and in the afternoon the next day “optimize” the decision has been made. 5, Jeff has left the core system, Microsoft lines Yin Yu after the events in the new version of QQ, QQ may have been unfit for the total charge. (By Song Xuan) May 8, Tencent mobile QQ2013 release, triggering strong resentmen

5、t among users in the on-line within a few days, QQ in Apples App Store user reviews from 4 star fell to a star, a total harvest of more than 50,000 a star rating, created the iOS platform softwares “record.” Tencent to respond quickly, just five days later, QQ team announced that it will launch with

6、in two weeks after the “optimized version.” Actually did not wait two weeks, on May 17 launched the new version of the Android platform, after iOS version also will be improved. May 22, Tencent QQ communication will be held in Shenzhen, called reporters to communicate instructions. Just hit Shenzhen

7、 rain, flight delays, severe, Tencent instant messaging Yin-yu, deputy general manager of business lines in order to fight the analogy: “(for mobile phones QQ) where we know the destination, we are very clear that the ultimate goal, but it is very difficult to reach the end of the process, although

8、flight delays, but you eventually to Shenzhen, but I was still on the plane, I still set off by changes in the mobile Internet wave middle. “ Same mistake again In the year before the May 18, 2012, Tencent organizational restructuring into six major business group and an independent company Tencent

9、electricity supplier, which changes associated with mobile QQ mainly 2:00: Mobile QQ wireless unit from the original split out, set into the instant messaging sector, owned by Yin Yu is responsible, the former including instant messaging platforms, including the Ministry division head, senior execut

10、ive vice president of Tencent XiongMingHua, which is the Yin Yus immediate superior, is no longer in charge of the section line, turn responsible for technical innovation research and investment work, changing the original line charge Tangdao Sheng internet business management. Business line of inst

11、ant communication, the incorporation of the mobile QQ is undoubtedly a good thing, this means that after the QQ, multi-terminal, multi-platform development will have a more unified strategy, and in the mobile Internet era, the future development of mobile QQ than PC side have greater prospects, alth

12、ough there are no small challenge. However, Xiong removed from the core business system, is not good news. XiongMingHua is Yin Yus old superiors, before entering Tencent, Tencent QQ, they are direct competitors, Microsofts MSN office positions, a few years before, this junior partner in the previous

13、 core business Tencent QQ is also remarkable achievements. Tencent after adjustment for the new superior Tangdao Sheng Yin Yu concerned, at least implies a re-adaptation. “This is a critical moment mobile QQ, if not embrace the mobile Internet, there will be out of danger.” Tencent social network bu

14、siness group president of communications at the recent meeting Tangdao Sheng told reporters, “QQ has been able to adapt to the development Although opportunities in the mobile easily under PC-based curing some thinking, but history proves that we have evolved genes, the user can grasp, seize the tec

15、hnology wave. “ Yin Yu in technology and user demand further emphasizes the changing times, he thinks entertainment needs, social groups and so on and have a different before. Tencent is a strong sense of crisis company and Tangdao Sheng and Yin Yu, then, means that in the past year, Tencent instant

16、 messaging mobile Internet sector faced a strong sense of crisis. In this context, the determination of Yin Yu is a big change, he clearly said: “We in the mobile phone QQ on, there must be zero mentality, to overcome the inertia of the past and we do not need on the first day 5.” The enormous chang

17、es QQ2013 like in the previous gate line during the test is also carried out carefully track their users into two groups, one with the new version, a version prior to use, the new version found unacceptable Only 10% of users. “Even the 10% of users, it will not go away after two weeks, but choose to

18、 accept.” Yin Yu said. This shows that, in fact, mobile QQ, this revision is deliberate, but also expected to be experienced user dissatisfaction. Such dissatisfaction QQ ability to survive, and a step by step “to reach the target.” However, in the case of users reacted strongly, why QQ team will ad

19、equately prepare the case, a short time all of a sudden make a “optimization” of the decision, in turn function to compromise abandoned before coming back? Influence this decision very seriously. Firstly, in many peoples eyes, this “optimization” is actually Tencent correct “wrong”, let QQ2013 versi

20、on was a “mistake” has become the public opinion, and secondly, it actually encouraged the opposition QQ2013 new version users and media voices, so that they feel their “opposition” is, in fact, a few days after the new version, some of the products so that the voice of change actually quite good al

21、ready up, but this sounds positive for Tencent, Tencent themselves quickly “optimization” After going back, became a joke. So whos the new version QQ2013 “wrong” responsible, is still Tangdao Sheng Yin Yu? In such influence, mobile QQ want to stride forward for the next innovation, I am afraid will

22、be more difficult if the matter after and Xiong Yu Yin, also from Microsoft is still in office, his next innovation, will bear greater psychological stress. No juvenile character April 10, 2010, Polish President Lech Kaczynskis Tu-154 plane in Smolensk in western Russia crashed near the airport, the

23、 passengers and crew killing all 97 people, known as the “Polish plane crash . “According to the subsequent survey showed that the crash was triggered by the aircraft despite severe weather warnings, forced landing. Aircraft black box recordings revealed that the pilot was on the plane may have been

24、 death threats, only select forced landing a few minutes before the crash, the captain Arcadi WUSHI Pu Luota shock said, “If I did not fall, he will kill me. “This” he “, most people think that was in the cabin” help command “of the Polish Air Force Commander Blaschke. Why airplane completely invisi

25、ble to the ground in the case of forced landing? Why the captain can not be taken from the most professional manner most accurate measure, the change in Airport? Originally in 2008, it was in spite of bad weather, the command pilot landed in Tbilisi, Georgia, the pilot can then defied the presidents

26、 order, for the Azerbaijani airport. Difficult to know what happened two years, but that incident, response had a direct impact crash when Kaczynski again requested an emergency landing, the captain from the Air Force Commander to, will withstand much greater pressure than before . Sometimes, it see

27、ms to correct a mistake, in fact, is making a bigger mistake. Mobile QQ if you do not quickly make “optimization” of the decision, then what will happen? Nobody knows in fact “optimization” has been formulated, while its future mobile QQ again innovation, embrace change decision will have a huge pre

28、ssure when the mobile Internet has become increasingly close to coming, do not make the right decisions, QQ and how a security posture to really touch it? Tencent insiders have commercial value for << >> said, “Since Dowson (Tangdao Sheng) since he took office, he and the QQ instant mess

29、aging business line management can be said to be exhaustive, and Jeff (Xiong) is completely different.” while the other was said, “after the release of the new version QQ2013 user a lot of dissatisfaction, Dowson QQ quickly be characterized as a moment of crisis, including the Presidents Office and

30、Group Public Relations to form a virtual team deal with the matter in the next afternoon had a long conference call. “ And then the decision is the “optimal.” There are many people in the industry familiar with Tencent business commercial value to the << >> indicates, “Jeff has left the

31、core system, Microsoft lines Yin Yu after the events in the new version of QQ, QQ perhaps no longer suitable as a total person in charge.” Here, in fact, there is no need for a variety of conspiracy theory or speculation of any resolution, but if Tencent team is smart enough, you should know that th

32、e new version of QQ-called “error” in fact, should not be characterized as an internal error, the responsible person probably should not truly responsible for this. “QQ then there will be many attempts to incorporate products into a variety of innovative features, such as private photo sharing, etc.

33、 For Tencent, quick adjustment, rapid trial and error, tracking user feedback and resolve the problem, the attitude is to make products . “Yin Yu said. But in the new version of QQ after the incident, Im afraid that a decision will become more cautious and indecisive, even a “wrong” innovation, responsible person will certainly affect its repression among the smallest. In the commercial value >> << previous interview, Tencent Vic