摘要:
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这些天读了一本写腾讯的书《企鹅凶猛:马化腾的中国功夫》，作者是《南方人物周刊》商业人物的记者薛芳，对腾讯这家公司做了比较详细的解剖，读后颇有一些感想。
写企业的书，其实挺不容易，记得以前参加过一次会议，被送过一本描写百度的书《壹百度》，就感觉书中的内容叙事较...
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这些天读了一本写腾讯的书《企鹅凶猛:马化腾的中国功夫》，作者是《南方人物周刊》商业人物的记者薛芳，对腾讯这家公司做了比较详细的解剖，读后颇有一些感想。
写企业的书，其实挺不容易，记得以前参加过一次会议，被送过一本描写百度的书《壹百度》，就感觉书中的内容叙事较多，观点不太明确，读后比较失望。而《企鹅凶猛》这本书不愧是记者的手笔，文字功底相对来说较好，思路也比较清晰，读起来很顺畅，一些情节和段子比较有趣。
这本书的读者有各式各样的人，个人创业者想复制腾讯成功的范例，企业管理者想探究腾讯的商业模式，可惜的是，在这本书中似乎找不到答案，作者毕竟不是IT业界专业人士，对于互联网企业的商业模式这个大话题，要想说清楚还是有很大难度，因此，作者只是罗列了历史和事实，却没有从运营的角度深入讨论，为什么在腾讯QQ初期用户量会飞快增长甚至导致其资源紧张。全书告诉人的情况就是，腾讯QQ一经推出，就莫名其妙地走红了，红了之后用户就玩命注册QQ号，腾讯通过收费限制依旧难以阻止用户的激增，一旦腾讯找到了一个针对QQ用户方便的支付方式，腾讯就立刻成为中国互联网上最赚钱的公司，并一直维系成功至今。而对于腾讯QQ前期是如何运营和推广，这些很具有重要参考价值的信息，书中却没有能详细说清楚。
此外，这本书在介绍腾讯公司的同时，对于其他互联网公司介绍的篇幅太多，有点影响全书的主题，而且，《企鹅凶猛》和《沸腾十五年》两本书的不少内容和情节都是差不多的，很多地方雷同，不知道是什么原因。
腾讯成功的秘诀
在《企鹅凶猛》这本书中，作者将腾讯成功的原因归结为“马太效应”，书中说道：
事实上，当腾讯成为国内即时通讯市场上的老大的时候，QQ已经胜利了。“IM这个东西排他性很强，一般人只要用了一个，就不会再用第二个同类产品。因为不同的IM之间是不兼容的，你在这个IM里交到的朋友，在另一个IM里就找不到。”这样就导致一个结果，QQ用户越滚越多，用户越多，他们的品牌忠诚度越高，最终把竞争对手的用户群也“席卷一空”。马化腾自己指出了QQ胜利的原因。
即时通讯软件发展的初级阶段，都是采取免费下载的方式提供，故用户抛弃一种软件，使用另外一种软件的成本很低。因此，对顾客产生锁定效应的不是转移成本，而是使用网络本身的价值。当从一种品牌的技术转移到另一种品牌的成本非常高的时候，用户就面临着锁定。转移成本和锁定在信息产品中是非常常见的。每个QQ 用户拥有的QQ号，在其他的即时通讯网络里是不能移植的，用户自己在QQ这个网络里的联系人也是不能转移到新的网络里去的。如果用户转换到新的网络，那么他就面临失去这个和朋友联系的方式。而且，QQ现在几乎和电话、手机一样成了网络上最普及的即时通讯方式。从单个用户的视角来看，转移成本好像不是很高。但是如果从用户整体来看，转移成本是非常之高的。总的转移成本等于顾客承担的成本加上新供应商承担的成本。
QQ所形成的这种聚集效应，就像两个繁华程度不一样的城市，人们都愿意去繁荣的城市，结果繁荣的城市就更加繁荣，而贫瘠的城市就更加贫瘠，引发了马太效应。马太效应（Matthew Effect）是指好的愈好，坏的愈坏，多的愈多，少的愈少，名称来自于《圣经。马太福音》中的一则寓言。
腾讯有趣的小段子
《企鹅凶猛》这本书中有不少有趣的小段子，不知道作者从哪里收集来的，读起来颇有一些趣味：
1、国家早年的监管
（1998年）互联网企业家在历史关头，达成了一个不成文的重要契约。当时国务院新闻办在调研中表达了两点：一是企业以商为重，不问政治（不会惹事）；二是关系国计民生的信息必须要听从召唤、听从指导，但是一些其他领域，比如说IT、娱乐、体育可以放开。
2、害羞的马化腾
马化腾是一个很害羞的人，和女生说话会脸红，有一次公司组织文艺晚会，女主持人要求拥抱一下马化腾，女主持人虽然达成所愿，但是在场的人都看到他脸红了，一副很不好意思的样子。
3、马化腾和比尔.盖茨
MSN是剑走偏锋，定位于办公室白领，成长为腾讯最强劲的对手。2004年，微软占据了即时通讯市场20%的份额。有一天，微软的比尔.盖茨突然给马化腾写了一封信，信的大意如下，“QQ群不是社会网络，感谢QQ普及了中国小朋友对IM（即时通讯）的了解，等他们长大了，工作了，有钱了，就慢慢转移到了MSN，无缝切换。”当《第一财经日报》的记者问及马化腾收到这封信有何感想时，他亦没有正面回应——“这件事很久了”。不过马化腾和微软这场旷日持久的战争，似乎一点也不轻松。对于众多即时通讯领域的入侵者，他均没有回应。他只承认MSN是一个很可怕的竞争对手。
4、腾讯和盛大
关于腾讯和盛大，在2004年坊间流传甚广的一个小段子：2004年的秋天，陈天桥找到马化腾，提议盛大与腾讯合并。陈天桥说，“我当董事长，你做CEO，我们可以一统中国互联网的天下”。马化腾慢悠悠地说，“我不跟你合并，因为两年后，腾讯自己可以称霸中国互联网。”
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