【摘要】：從互聯(lián)網(wǎng)進入中國以來,走過了漫漫二十年,在這段時間里,網(wǎng)絡(luò)技術(shù)和社會都在發(fā)展,互聯(lián)網(wǎng)也漸漸的從一個新興技術(shù)融入到了國人的生活里,同時其別致稀少的盈利模式因與傳統(tǒng)的不同而受到關(guān)注。網(wǎng)易公司作為發(fā)展較早的互聯(lián)網(wǎng)公司之一,其業(yè)務(wù)涉獵范圍廣泛,盈利模式有代表性,是研究整個行業(yè)的一個較好的范本。通過大量的閱讀國內(nèi)外文獻并對其內(nèi)容進行梳理,并對互聯(lián)網(wǎng)目前發(fā)展狀況進行研究后,可以發(fā)現(xiàn)越來越多的企業(yè)逐漸發(fā)現(xiàn),在創(chuàng)新性上,盈利模式的重要程度要遠遠大于產(chǎn)品和服務(wù)。因而,一個合理有效的盈利模式?jīng)Q定著企業(yè)能否將它的核心競爭力完全發(fā)揮出來,合理整合公司資源,優(yōu)化產(chǎn)品結(jié)構(gòu)及其服務(wù),從而在經(jīng)營銷售中獲得盈利,與利益相關(guān)者實現(xiàn)共贏。如今的互聯(lián)網(wǎng)企業(yè)已經(jīng)擁有多種多樣的盈利模式,但這遠未達極限,盈利模式會隨著行業(yè)和企業(yè)的發(fā)展不斷演進。在當前的經(jīng)濟環(huán)境下,對一個公司價值的評估已經(jīng)必不可少。學(xué)術(shù)界對公司價值評估的研究已經(jīng)相對完善,市場法、收益法等方法在國際上被廣泛認可并使用。通過對網(wǎng)易公司盈利模式研究,以及對公司價值的分析,闡述了公司從成立到現(xiàn)在每類業(yè)務(wù)對應(yīng)的盈利模式,分別為網(wǎng)絡(luò)游戲、廣告、收費郵箱以及電子商務(wù)。以盈利模式的不同為主線,通過采用市場法和經(jīng)濟附加值兩種方法來計算網(wǎng)易的公司價值,從得到的數(shù)據(jù)中發(fā)現(xiàn)網(wǎng)易盈利模式存在的問題,然后針對問題對發(fā)展戰(zhàn)略進行修飾,這樣才能有效的擴大公司價值。
[Abstract]:Since the entry of the Internet into China, it has gone through a long period of 20 years. During this period, the network technology and society are developing, and the Internet has gradually merged from a new technology into the lives of the people of China. At the same time its chic rare profit model because of the difference with the tradition and get attention. NetEase Company, as one of the early Internet companies, has a wide range of business scope and a representative profit model, which is a good model for the study of the whole industry. Through reading a large number of domestic and foreign literature and combing its content, and after studying the current development of the Internet, we can find that more and more enterprises gradually find, in the innovative, Profit model is much more important than products and services. Therefore, a reasonable and effective profit model determines whether an enterprise can bring its core competitiveness into full play, reasonably integrate its resources, optimize its product structure and its services, and thus gain profits in its operation and sales. Win-win with stakeholders. Today's Internet companies have a variety of profit models, but this is far from the limit, the profit model will continue to evolve with the development of industry and enterprises. In the current economic environment, the evaluation of a company's value is essential. The research on the evaluation of corporate value has been relatively perfect in academic circles. The methods of market approach and income approach have been widely accepted and used in the world. Based on the study of NetEase's profit model and the analysis of its value, this paper expounds the corresponding profit models of each kind of business from its establishment to now, which are respectively online games, advertisements, charge mailboxes and electronic commerce. Taking the difference of profit model as the main line, using two methods of market method and economic added value to calculate NetEase's company value, from the obtained data, we find the problems existing in NetEase's profit model, and then modify the development strategy according to the problems. This is the only way to effectively expand the value of the company.
【學(xué)位授予單位】：哈爾濱商業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F49;F275

【參考文獻】

相關(guān)期刊論文 前10條

1 陳道志;王平華;宋遠方;;價值視角下互聯(lián)網(wǎng)企業(yè)商業(yè)模式創(chuàng)新路徑研究[J];現(xiàn)代管理科學(xué);2016年10期

2 王文琪;;互聯(lián)網(wǎng)企業(yè)價值評估[J];現(xiàn)代商業(yè);2016年21期

3 聶巧娜;;網(wǎng)絡(luò)平臺盈利模式的演化分析——以淘寶為例[J];南陽理工學(xué)院學(xué)報;2016年03期

4 李偉民;易建剛;;互聯(lián)網(wǎng)企業(yè)的盈利模式研究[J];現(xiàn)代經(jīng)濟信息;2016年05期

5 宋菲菲;;網(wǎng)絡(luò)公司價值評估方法淺析[J];商業(yè)經(jīng)濟;2015年01期

6 劉琰;;互聯(lián)網(wǎng)企業(yè)商業(yè)模式創(chuàng)新研究——以騰訊公司為例[J];科技創(chuàng)新與應(yīng)用;2015年01期

7 高瑞霞;王彤;;對阿里巴巴盈利模式的探析[J];經(jīng)營管理者;2014年33期

8 鄧傳紅;張慶;;電商的盈利模式探析[J];企業(yè)管理;2014年11期

9 莫菲;宋政;;互聯(lián)網(wǎng)企業(yè)價值評估方法——以X企業(yè)為例[J];經(jīng)營與管理;2014年08期

10 毛劍鋒;;資產(chǎn)基礎(chǔ)法在企業(yè)價值評估中運用的再思考[J];中國資產(chǎn)評估;2014年03期

，

本文編號：2373627