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商品編號： 9-521-066 出版日期： 2020/12/19 作者姓名： Ofek, Elie;Chan, Billy;Lau, Dawn 商品類別： Marketing 商品規格： 30p 再版日期： 地域： China 產業： 個案年度： 2019 - 2020
商品敘述：
Tencent, one of the largest Internet conglomerates in China, had a vision to become a "Tech+Culture" firm. With dominant market shares in online games and social networking, it had built a vast Internet-based entertainment ecosystem, and was now focused on cultural asset development. Specifically, the company had an opportunity to develop a media franchise that was rich in Chinese cultural elements and had the potential to turn into a blockbuster franchise comparable with Disney''s Marvel Cinematic Universe. Edward Cheng, the company''s vice president, had to decide how to launch the franchise-whether it should start with a game, movie, a streamed series, or something more innovative. He also had to consider how to promote Chinese culture and project the country''s image to a foreign audience.
涵蓋領域：
Marketing;Product development;Strategy;Franchises;Organizational culture;Market entry;Exit strategy
相關資料：
Case Teaching Note, (5-521-083), 28p, by Elie Ofek
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