本文關(guān)鍵詞： “門戶化”壟斷 網(wǎng)絡(luò)垂直應(yīng)用 電子郵箱 網(wǎng)絡(luò)廣告 網(wǎng)民結(jié)構(gòu)　出處：《華中科技大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：1999到2004年間，三大門戶網(wǎng)站新浪、搜狐和網(wǎng)易壟斷了互聯(lián)網(wǎng)廣告市場55%以上的份額，這一特殊的歷史時期可被稱為“門戶化”壟斷時期。在此期間，中國垂直應(yīng)用站點呈現(xiàn)出了多元化發(fā)展的態(tài)勢，信息獲取、交流溝通、網(wǎng)絡(luò)娛樂和商務(wù)交易類互聯(lián)網(wǎng)垂直站點均開始嶄露頭角，尤其是電子郵箱獨立站點猶如一匹黑馬，試圖在互聯(lián)網(wǎng)市場搶占一席之地，但終究未能成為與門戶網(wǎng)站并駕齊驅(qū)的垂直應(yīng)用站點。 經(jīng)濟驅(qū)動力不足是中國垂直應(yīng)用站點的致命弱點，許多互聯(lián)網(wǎng)垂直應(yīng)用所依賴的網(wǎng)絡(luò)廣告并不能帶領(lǐng)他們走向盈利。“門戶化”壟斷時期，在三大門戶網(wǎng)站夾擊的情況下，只有開創(chuàng)了新的利潤空間的即時通訊和搜索引擎實現(xiàn)了創(chuàng)收，那些單獨依賴微薄的廣告收入的應(yīng)用站點只能慘淡經(jīng)營。此外，中國的信息化進程呈現(xiàn)的是后起的態(tài)勢，在全球化過程中后發(fā)展國家擁有技術(shù)模仿的優(yōu)勢和制度不適用的劣勢，“門戶化”壟斷階段，中國垂直應(yīng)用站點的發(fā)展存在著制度的不適用，這集中表現(xiàn)在網(wǎng)民結(jié)構(gòu)及其價值上——中國的網(wǎng)民整體上以低年齡、低學(xué)歷、低收入為特征，商業(yè)價值呈現(xiàn)低水平狀態(tài)。以電子郵箱為例，在單獨依賴廣告收入無法支撐其進一步發(fā)展時，許多電子郵箱獨立站點選擇采取“收費”的方式來獲得發(fā)展的動力，但網(wǎng)民對此并不買賬甚至采取了抵制行為，轉(zhuǎn)而投向了并不收費的門戶網(wǎng)站的懷抱，“收費”終結(jié)了電子郵箱的獨立道路，垂直應(yīng)用站點逐漸被邊緣化。 本文以1999-2004年中國互聯(lián)網(wǎng)“門戶化”壟斷時期的垂直應(yīng)用站點的發(fā)展狀況為研究對象，，以電子郵箱的發(fā)展脈絡(luò)為切入點，并對比中美垂直網(wǎng)站發(fā)展的異同。在歷史比較研究的方法指導(dǎo)下，綜合使用了包括現(xiàn)有統(tǒng)計數(shù)據(jù)、文獻等多種不同來源的證據(jù)，通過歷史的縱向和跨國的橫向比較，試圖探討中國垂直應(yīng)用站點在中國未能發(fā)展起來的原因。
[Abstract]:1999 to 2004 years, the three major portal Sina, Sohu and NetEase a monopoly over the Internet advertising market share of 55%, which is a special historical period can be called from1999to2004. During this period, China vertical application sites showing a diversified development trend, access to information, communication, entertainment network business transaction and Internet vertical site began to emerge, especially the electronic mailbox independent site is like a dark horse, trying to occupy a space for one person in the Internet market, but ultimately failed to become vertical application sites and portals racing together bridle to bridle.
The economic driving force is the lack of China vertical application sites of fatal weakness, many Internet vertical application dependent on Internet advertising does not lead them to profit. From1999to2004, in the three major portals attack case, only a revenue to achieve new profit space of instant messaging and search engines. Those who rely solely on small advertising revenue application site can only keep going by painstaking effort. In addition, the process of information Chinese is presented after the situation, the development countries have the advantage of imitation and the system is not applicable in the process of globalization after the disadvantages of "portal" monopoly stage, the development of China vertical application sites are not suitable for the system, which is embodied in the Internet structure and its value -- the whole Chinese netizens to low age, low education, low income characteristics, commercial value is low water Flat state. Using electronic mail for example, unable to support its further development in separate rely on advertising revenue, many e-mail independent site selection of power take charge to get in the way of development, but users are not buying it even took a boycott, instead cast to do not charge portal arms, "charges the end of a mailbox independent road, vertical application sites gradually marginalized.
In this paper, the development status of vertical application sites "1999-2004 years Chinese Internet portal" monopoly period as the research object, with the development of electronic mail as a starting point, and compare the similarities and differences of vertical web sites. In the development of Sino US historical comparative research method under the guidance of the integrated use of existing statistical data, literature and other evidence is different the source, through the longitudinal and transverse comparison of transnational history, attempts to explore China vertical application sites in China failed to develop.

【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G206

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