【摘要】：在互聯(lián)網(wǎng)經(jīng)濟(jì)時(shí)代,信息是最有價(jià)值的資源,門戶網(wǎng)站企業(yè)又以提供資訊及搜索等網(wǎng)絡(luò)服務(wù)為主,因而門戶企業(yè)在互聯(lián)網(wǎng)企業(yè)中的地位仍非常重要。我國(guó)的門戶企業(yè)幾經(jīng)探索,在思想上已經(jīng)認(rèn)識(shí)到不能片面追求市場(chǎng)份額和品牌知名度,更重要的是找到適合自己發(fā)展的盈利模式,這樣才能在市場(chǎng)競(jìng)爭(zhēng)中保持核心競(jìng)爭(zhēng)力和長(zhǎng)久的盈利。門戶網(wǎng)站企業(yè)都擁有其自身的特點(diǎn),對(duì)其盈利模式的研究不但要具有創(chuàng)新性更要有針對(duì)性。搜狐公司是全球最大的中文門戶網(wǎng)站也是門戶企業(yè)盈利模式的典范,因而本文選取具有代表意義的搜狐公司來(lái)研究其盈利模式。本文采取文獻(xiàn)分析法與案例分析法,首先,本文闡述案例研究的背景、意義以及文獻(xiàn)綜述;其次,在總結(jié)和吸收國(guó)內(nèi)外盈利模式理論的基礎(chǔ)上,明確盈利模式研究的主要方法為構(gòu)成要素分析法;再次,闡述搜狐公司發(fā)展歷程和價(jià)值鏈,依據(jù)盈利模式的研究方法剖析搜狐公司的盈利模式,并對(duì)其現(xiàn)有盈利模式進(jìn)行SWOT分析,找出搜狐公司盈利模式存在的問(wèn)題和改進(jìn)方向;然后,選取搜狐公司2011-2015年財(cái)報(bào)數(shù)據(jù),分析其盈利能力與盈利質(zhì)量,從財(cái)務(wù)角度評(píng)價(jià)其盈利模式。最后,探討搜狐公司盈利模式前景與改善空間,得出搜狐公司需要探索新的利潤(rùn)源、加強(qiáng)利潤(rùn)屏障等改進(jìn)策略,并總結(jié)搜狐公司盈利模式對(duì)其他中小門戶企業(yè)的啟示,指明門戶企業(yè)今后需要學(xué)習(xí)與借鑒的方向。
[Abstract]:In the era of Internet economy, information is the most valuable resource, and portal enterprises mainly provide information, search and other network services, so the status of portal enterprises in Internet enterprises is still very important. After several explorations, our country's portal enterprises have realized that they cannot one-sidedly pursue market share and brand popularity, and more importantly, they should find a profitable model suitable for their own development. Only in this way can the core competitiveness and long-term profit be maintained in the market competition. Portal enterprises have their own characteristics, the study of their profit model should not only be innovative but also targeted. Sohu is the largest Chinese portal in the world, and it is also the model of the profit model of portal enterprises. Therefore, this paper selects the representative Sohu company to study its profit model. This paper adopts the literature analysis method and the case analysis method. Firstly, this paper expounds the background, significance and literature review of the case study; secondly, on the basis of summing up and absorbing the profit model theory at home and abroad, It is clear that the main method of profit model research is component factor analysis. Thirdly, the development course and value chain of Sohu company are expounded, and the profit model of Sohu company is analyzed according to the research method of profit model. The existing profit model of Sohu is analyzed by SWOT to find out the existing problems and the direction of improvement. Then, select the data of 2011-2015 financial report of Sohu Company, analyze its profitability and profit quality. Evaluate its profit model from a financial point of view. Finally, this paper discusses the prospect and improvement space of Sohu profit model, and concludes that Sohu needs to explore new profit sources, strengthen profit barrier and other improvement strategies, and summarize the enlightenment of Sohu profit model to other small and medium-sized portal enterprises. To point out the future portal enterprises need to learn and learn from the direction.
【學(xué)位授予單位】：南京航空航天大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F49;F275

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本文編號(hào)：2194792