联系我们

论文查询结果	返回搜索

论文编号：	440
作者编号：	2120062373
上传时间：	2008/6/12 21:34:38
中文题目：	三大门户网站的商业模式研究
英文题目：	A Study on Business Model of T
指导老师：	张玉利
中文关键字：	门户网站;互联网;商业模式tl
英文关键字：	Portals Website;Internet;Busin
中文摘要：	在我国互联网发展历史中，门户网站占据了所有风光，到目前为止，中国互联网的发展历史几乎就是门户网站的发展历史，一直以来，门户网站的商业模式被简单的定义为：风险投资＋网络广告，在这种商业模式下，门户网站只是单纯的追逐用户注意力和庞大浏览量，一方面投入巨额广告支出以获得自身的知名度和公众注意力，另一方面还要投入相当大的资金使其信息更加丰富，以吸引用户的访问，但这种模式导致的结果往往是使门户网站的投入远大于产出，网站运营处于亏损状态。这种状态一直持续到2004年——互联网的冰山期。但是当互联网行业度过冰山期之后，门户网站的这种商业模式受到了前所未有的挑战。在这种严峻的形势下，作为其中代表的三大门户网站(新浪、搜狐和网易)的商业模式也发生了相应的改变，新浪回归到以广告为主的商业模式，搜狐采取多元化发展的商业模式，网易转向网络游戏的商业模式，它们采取了不同的发展道路，但同时也体现了许多共同的趋势：强调应用、强调专注。 对门户网站商业模式的分析，对于改进和完善现有商业模式有着重要的理论与现实意义，同时也有利于整个互联网行业的发展。本文结合互联网行业目前的发展环境和产业细分，应用商业模式分析框架对三大门户网站商业模式进行深入分析。文章中，首先对互联网行业在中国的发展现状和环境进行客观分析，指出当下该产业发展有利和不利因素及对门户网站发展的影响；结合互联网产业的细分，介绍了门户网站的赢利模式，分析了门户网站赢利模式和商业模式之间的关系；在此基础上对商业模式的定义及构成要素进行简要回顾，应用商业模式分析框架从价值命题、细分市场、竞争战略三个角度对三大门户网站的商业模式进行详尽的分析，对三大门户网站目前商业模式的发展及整个互联网行业的发展做了进一步展望。
英文摘要：	In the history of China's Internet development, the portal sites occupied all the scenery. So far the history of the development of China's Internet is almost the history of development portals. All along, the portal’s business model was simply defined as Venture Capital + Online Advertising. In this model, portals simply pursued users’ attention and a huge page views. They on the one hand invested huge advertising fund to get visibility and public attention, on the other hand invested giant fund to enrich their information to attract users visit, but it often made the portals’ input much greater than the output and the sites in a deficit state. This state continued until 2004 - the Ice Age of the Internet. But after the Internet industry went through the period, the portals’ model was surprisingly challenged. In such a grim situation, as their representatives, the three major portals’ (Sina, Sohu and Netease) business model had also undergone a corresponding change. Sina returned to advertising-based business model, Sohu took diversified business model, and Netease turned to online game business models. They adopted different paths of development, but reflected many common trends: application and focus. The analysis of portal business model has great theoretical and practical significance to improve and perfect the existing business model, and is conducive to the development of the entire Internet industry. This paper combines current development environment and industry segments of Internet industry, and uses business model framework to analyze the three major portal’s business model in-depth. This article objectively analyzes Internet industry’s development status and environment in China and pointed out the current favorable and unfavorable factors to the industry and the impact on the portals development, combining the industry’s segments, introduces portals’ profit making model and analyzes the relationship between portals’ profit making model and business model, based on it briefly reviews the definition and elements of business model and applying business model analysis framework from the value proposition, market segments, competition strategy the three perspectives detail analyzes the three portals’ business model at large and gives further prospect of the development of the three major portals’ current business model and the development of the entire Internet industry.
查看全文：	预览  下载(下载需要进行登录)