On the corporate image from World War 3Q

Abstract: the development of business survival depends mainly on the two magic - products and reputation, including outreach services, corporate culture, organizational structure and other elements. The corporate image as a collection of various elements of this is a reflection of firm size, enterprise culture, corporate external services, enterprise product quality, performance, comprehensive level of prices, business innovation comprehensive index. establish a good corporate image is an important corporate strategic planning vision for the contents, but also companies must consistently one of the objectives pursued. have a good corporate image for companies to build and enhance the brand, occupy more market share, increase product added value, for a solid and loyal customer base of crucial importance. Conversely, if a business competition in the industry process, against the interests of customers, doing things detrimental to the corporate image of the city but no different from self-destruction, the market will surely be punished.

Paper Keywords: 3Q war, corporate image, credibility
First, the brief war 3Q
1,3 Q originally occurred in World War II
Tencent QQ recently occurred with the odd tiger 360 vicious competition swept across the network, the two companies from the war of words escalated into a shooting contest against each other's. Why the two companies that went out, and 360 is Tencent QQ Internet client software, the first two, the former is the essence of IM-based social network, which the main push of Internet security services. Although the 360-founder Zhou Hongyi has always stressed the two are not competitors, but with the growth of 360 long-term to dominate the desktop Tencent also had to end it as the most important competitors, and started against the layout. The reason dates back to May this year, doctors upgraded Tencent QQ QQ computer steward of events. Tencent market share by means of its high-end , a strong customer base, almost everyone One of the resources, the continuous development of devouring the Internet fields, and when Tencent at the time involved in security threats to the security market as the dominant interests of the odd tiger 360, 360 to save the crisis first at the technical level attacked as the main source of income Tencent instant messenger, to attack the soft underbelly of Tencent, thus there is no bottom line in the 3Q of a World War II broke out.

2,3 Q escalating war
The first stage: the client disputes
Tencent around the Spring Festival in 2010 and lower-level selection in the second and third tier cities QQ force doctors to promote security software, that is, overnight, QQ doctors about a hundred million units occupy the domestic PC market share, nearly 40%. However, awareness of 360 soon QQ threat to the doctors, some 360 employees were on leave in the emergency response to this emergency call back. Three months later, Tencent QQ doctors announced today a new upgraded version of QQ computer housekeeper, and fully functional mimic 360 security guards, and 360 security guards in direct competition.

Phase II: the war of words
September 27: 360 companies issued "360 privacy protection" software, the exposure of the suspected spy user privacy act QQ .9 27: External Tencent response statement, saying that Tencent QQ software, user privacy is absolutely no spy on the behavior of .9 28: Tencent Technology published an article in a prominent position, saying that 360 suspected browser extension has been investigated by sex. September 28: 360 suspected pornographic browser denied reports, saying Tencent reports "rumors," the Public Security Bureau has reported .9 30: Tencent production of "Tencent QQ 360 smear tracking" feature, of "360 frequent intention to suppress opponents" .9 30: 360, statement, published reports said the Tencent network are "false news contrary to journalistic ethics," .10 11: 360 pm <<user privacy protection White Paper>> to explain 360's software works each .10 11: Tencent QQ security checks announced principles, mechanisms and effects, said it would take legal action against 360.

Phase III: World War II pop
October 12: Tencent QQ QQ online to over 100 million users, said large-scale pop "was a company spy on user privacy slander" .10 13: 360 responded QQ user privacy is suspected of scanning long history of problems, users supervision of the most powerful .10 14: Tencent announced formal charges against 360 odd tiger and affiliates required to stop infringement .10 14: 360 360 prosecution statement said that Tencent retaliation, which would be counter-.10 360 15 : Jinshan and Kaspersky war, accusing the 360 software has significant security vulnerabilities. Oct. 15: Zhou Hongyi, said 360 free antivirus charges of subversion of the traditional anti-virus, so the whole industry was jealous .10 27: Baidu, Tencent, Jinshan, Maxthon, to cow the five companies issued a joint statement against 360.10 28: 360 QQ released software to scan your hard drive "super black" evidence, the list contains a total of 685 models in the software.

Phase IV: buttoning a shirt two bodyguards VS user choose one, put 360 can not use the QQ
Oct. 29: 360 Announces "buttoned bodyguards," the comprehensive protection of the tool 360, said the safety of QQ users .10 29: buttoned bodyguard for illegal Tencent said in a statement, 360 said it perfectly legal, and also allows .11 QQ more secure at 18:00 on the 3rd January: For the dispute between 360 and QQ, Tencent announced, saying the dispute resolved, the software will be equipped with 360 computers to stop running QQ software. The industry believes that this mode of Tencent forcing the user to make the second choice is the choice of a .11 3 April: 360 followed by an open letter, said: QQ at the same time to ensure that the software and run the 360, together with a WEBQQ smooth client software to ensure that users chat. WEBQQ launch the client less than 20 minutes, Tencent portal site to shut down WEBQQ .11 5 November: Jinshan, Maxthon, to cattle, Baidu, conference held jointly announced the 360 series will not be compatible with the software.

Phase IV: Tencent and 360 of the "privacy wars" to upgrade to the thin courtroom
November 14 evening, Tencent announced that it has formally charged 360 unfair competition, requiring the odd tiger and its affiliates to stop infringement, a public apology and compensation, the court has accepted the case to respond to .360, said it would file a counterclaim .

3,3 Q dispute the interests behind the war
Pursuit of corporate interests as the goal is to exist, the 3Q war to safeguard the interests of customers both ground attack each other, but it is the essence of the two giants battle for the client market is oligopolistic Tencent desire to seize the Internet, IT security market dominant share in the 360 counter hit security interests of the dispute is the huge profits of the competition.

Second, Tencent trampled in the fight during the interests of customers 360
1,3 Q World War II, become tools for Internet users
In this fierce competition, Tencent with its high market share, in the course of the performance of a strong anti-360 .11 3 May issued a statement: QQ and 360 are not compatible. Immortals fight this, the behavior of people suffer is User image of the metaphor as "a family hired a nanny and a driver, the results nanny to clean the room at the same time also in the car to clean, and the results led to confrontation between the nanny and driver, and asked the owner but can only choose one. "users feel in this competition experience to serve as cannon fodder.

2, Tencent against the interests of Internet users, the market punished by
Tencent to force Internet users "alternatively" hurt the feelings of Internet users, Internet users violated the rights of serious damage to the Tencent company's corporate image. Tencent abuse of market dominance, to kidnap the customer a means to achieve their own ends, can not help but feel dirty, more angered the majority of Internet users. netizens as the IT industry, god, nothing in this concern was Tencent trampled under the tacit warning Tencent.


Recent days, by the Eastern wealth, Sina and other users to do the survey about 75% of Internet users support 360, while Baidu Post Bar, on the post World War II on the 3Q, Tencent is condemning the piece.

Kill ten thousand, since the loss of three thousand. Yesterday, the abhorrence of evil Tencent boss Ma, no choice but to drink the bitter cup of awkward: November 4 Tencent Holdings (00700.HK fell 3.10% against the market trend to close at 181.3 Hong Kong dollars, the market value of evaporation of more than 100 million. At present the surface of the upper hand of Tencent, the first day of the war had to pay such a huge "costs of war." decline standings, Tencent Holdings fell 3.1%, the highest decline in blue chips championship. Links to free papers Download Center http://www.hi138.com after those directly affected, but Microsoft broke with Sina, to develop MSN, Microsoft IM (instant messaging services on the Chinese market took the opportunity to launch a new round of attacks. According to foreign media reported yesterday, MSN's user registrations from the previous day, every day tens of thousands of people jumped into the millions. As the second largest market, IM tools, MSN Sina This time they joined hands to snatch being viewed as the opportunity to users, Sina build on the progress had also been re-launched its IM tool for UC.

No force, fraud consumption is respectable, not "Emperor to the nobility of" the battle is really pathetic, when my computer I can not call the shots, all dependent on it and attack the morality of commercial disputes, are untenable, and this is the 360 World War Tencent QQ, the general impression left to the public.

Third, 3Q World War II, who is the winner
1,360 customers lost
The war in 3Q, the odd tiger 360 customer first shouted slogans, the same as the weak party has won the sympathy of the majority of users. However, Tencent's strong oppression, Zhou Hongyi said the loss of 60 million customers 360. At the same time because of Jinshan, card Kaspersky claims that its antivirus software for free one-year strategy, the loss of market share will be 360 more.

2, Tencent image damaged
Finance Tencent count on a large fortune, relying on high market share and QQ user stickiness and the big, regardless of the interests of customers, the competition stage, unscrupulous, and constantly breaking the moral bottom line, the last play to force the user "alternatively" hard-line card. This In the QQ users have had a very bad influence. to the user in the past, carefully crafted and thoughtful service, the customer first image was severely damaged. Tencent practices in the stock market has also been a rapid retribution. Although the user for QQ QQ has greatly sticky, can not suddenly abandon the QQ. The war 3Q, Tencent customers by the accumulation of damage to power in the interests of customers in the competitive process, for users to leave a deep impression, and with the opportunity of other IM services forward, I believe the future of the IM client will consider both areas at least two IM services, Tencent's impact will be for the lasting and Hengyuan.

Fourth, from 3Q How to maintain corporate image war
1, the customer first, practice what they preach
Any order of business in development, is to serve the customer, the customer first philosophy grew up, Tencent conflict today, and 360 as well. (Tencent vision: the most respected Internet companies. Nevertheless in the face of large market share battle between the two sides but can set the expense of the interests of customers, unscrupulous in the competition, against each other, malicious attacks, and even at the expense of the rights of the customer as god. survival of the enterprise can not do without the support of consumers, any a business, no matter how much he has done the size of the image as long as he abandoned, placed himself opposite the customer, his future will be very short.

2, competition, responsibility, without breaking the bottom line
Competition is the norm, there is no competitive industry does not exist, the enterprise in the development process is also the case in the absence of competition does not exist. And how companies view competition. And how to compete, is a measure of an important indicator of healthy development of enterprises. When a business moment, it is a good corporate image of the target, then when the companies will encounter competition compliance with competition rules.


Fifth, look at war from the IT industry 3Q
1, the enterprise regardless of the interests of customers, the industry environment has the responsibility
3Q from this battle, companies ignore the customer experience, for no moral bottom line in the competition, you can see the chaos of today's Internet environment in China. From a business point of view, the best condition of all businesses must be competitive and win-win cooperation, and disorderly competition in the industry is a direct factor leading to vicious competition .360 VSQQ the war, to show China's Internet industry, the lack of industry self-regulation and industry consultation mechanisms and power. Kai-fu Lee also said that China's Internet is like competing in an arena without rules , gladiators fighting to the death. and we need to think about, it is finally crush competitors in foreign countries grew up under the Chinese Internet companies, really need to fight to death it? After such a spared from war, can bring the whole industry healthy order?
2, corporate image building neglect, lack of market integrity
Tencent Company as a rapidly growing and widely respected by the business community, in retaliation for 360, actually hundreds of millions of loyal despite the interest of QQ users has taken a disproportionate with their own identity, behavior, and also an easy excuse. This incident reflects the business cultural accumulation of wealth accumulation and profound contradictions between the current China .-- This is a common problem faced by enterprises. ie: wealth and social influence of the rapid expansion in a short time, while the corresponding corporate culture does not well established. This contradiction is generally not significant in the usual sense, in the event of emergencies, will know what to do, misconduct.

Process of economic development in our country, blindly emphasized economic growth, ignoring ethics and integrity of the building. With the economic development and needs of the contradiction between the social environment of integrity, this competition will be more and more vicious. But in the end we will see the final win the respect of the enterprise market is bound to shape the corporate image that attention, respect the interests of customers of the enterprise. reposted elsewhere in the Research Papers Download http://www.hi138.com