AOL(美国在线)经营战略案例分析-广东工业大学.ppt

1.1.How would you define the business that AOL is in? Aol(America Online, Inc) is considered as an information provider according to its core business activities. AOL is a leader in interactive services and the nation’s leading Internet service provider(ISP). The Interactive Services Group operates the interactive products. The Netscape Enterprise Group serves Netscape’s enterprise customers and contributes to America Online’s part of the strategic alliance with sun. 5. What should AOL do in  Hong Kong? Offer the easiest, most convenient and enjoyable online experience available with unique local content, features and services and state-of-the-art communications tools in addition to simplified access to the Internet. Featuring Hong Kongs unique culture, the service should be popular in ethnic Chinese communities worldwide. In addition, distinctively Chinese content such as Fung Shui, Chinese cuisine and recipes, Cantonese pop entertainment, horse-racing forums by famous Hong Kong commentators, and Hong Kong stock market updates will appeal to Chinese culture enthusiasts worldwide. * * AOL: International Expansion Group Members: 陈嘉颖 陈莉娜 陈耀梅 郭晓莹 邹桐 Group 3 The interactive properties group operates ICQ, Digital City, MovieFone, Direct Marketing Services(DSD),Spinner Networks Incorporated and so on. Currently, AOL has two major lines of businesses, the Interactive Service Online business and the Netscape Enterprise Solution business organized into four product group: The AOL international group overseas the AOL and CompuServe services outside of the U.S. , as well as the Netscape Online service. 1.2.What are the key factors for success(KSFs) in that business? Reasons for the success are as followed: Pay attention to customer needs, then make Appropriate adjustments on time. Extensive strategy to meet the currency situation, to focus investment in marketing, customer acquisition, product development. AOL has expande