發(fā)布時(shí)間：2018-03-07 07:24

  本文選題：“門戶化”壟斷時(shí)期　切入點(diǎn)：網(wǎng)絡(luò)垂直應(yīng)用站點(diǎn)　出處：《華中科技大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：中國人在全球互聯(lián)網(wǎng)競合時(shí)代從一開始就沒有落后太多。然而相同的技術(shù)在中美兩個(gè)社會(huì)卻展現(xiàn)出了不同的發(fā)展形態(tài)。在中國，垂直應(yīng)用站點(diǎn)發(fā)展低迷，與門戶不可一世而語；門戶網(wǎng)站，尤其是所謂的三大門戶曾經(jīng)在很長的一段時(shí)間內(nèi)瓜分了中國互聯(lián)網(wǎng)行業(yè)的第一陣營，1999-2004年還出現(xiàn)了三大門戶對網(wǎng)絡(luò)廣告的壟斷。然而情況在美國大為不同，門戶網(wǎng)站經(jīng)歷了短暫的輝煌就開始邊緣化、讓位給垂直應(yīng)用站點(diǎn)了。本文運(yùn)用歷史比較法，以“門戶化”壟斷時(shí)期的中國垂直應(yīng)用站點(diǎn)的發(fā)展為主要研究對象，探討了為什么垂直應(yīng)用站點(diǎn)在中國沒有發(fā)展起來的原因。 首先盈利模式的缺失是造成中國垂直應(yīng)用站點(diǎn)沒有發(fā)展起來的重要原因，許多垂直應(yīng)用站點(diǎn)所依賴的網(wǎng)絡(luò)廣告并不能帶領(lǐng)他們走向盈利。在“門戶化”壟斷階段，只有擁有成熟盈利模式的即時(shí)通訊和搜索引擎才實(shí)現(xiàn)了大規(guī)模盈利，，并且之后也進(jìn)入了中國互聯(lián)網(wǎng)站點(diǎn)的主流。沒有成熟盈利模式、依賴網(wǎng)絡(luò)廣告的垂直應(yīng)用站點(diǎn)慘淡經(jīng)營，甚至成為門戶用以吸引流量的標(biāo)配。 其次，“門戶化”壟斷階段，中國垂直應(yīng)用站點(diǎn)沒有像美國的那樣發(fā)展起來，其主要原因來自于中國的信息化進(jìn)程是一個(gè)后起的信息化進(jìn)程。后發(fā)展國家在全球化當(dāng)中擁有技術(shù)模仿的優(yōu)勢和制度不適用的劣勢，這種制度的不適用突出表現(xiàn)在網(wǎng)民普及率及其結(jié)構(gòu)上。中國網(wǎng)民普及率遠(yuǎn)低于美國，而以低領(lǐng)、低學(xué)歷、低收入為特征的“草根化”網(wǎng)民商業(yè)價(jià)值也呈現(xiàn)低水平狀態(tài)，平均到每個(gè)人身上的利潤貢獻(xiàn)率少得可憐。因此只有聚集起大量用戶數(shù)量的站點(diǎn)才能引起投資商和廣告主的興趣，而這卻是此時(shí)中國垂直應(yīng)用站點(diǎn)的劣勢。最終提供“免費(fèi)信息超市”服務(wù)的三大門戶成為主流，垂直應(yīng)用站點(diǎn)被邊緣化。
[Abstract]:The Chinese have not lagged far behind from the beginning in the era of global Internet competition. However, the same technology has shown different development patterns in China and the United States. Portals, especially the so-called three portals, once carved up the first camp of the Chinese Internet industry in a very long period of time. In 1999-2004, there was also a monopoly of the three portals on online advertising. However, the situation is very different in the United States. After a brief period of brilliance, the portal website has been marginalized and given way to the vertical application site. In this paper, the development of Chinese vertical application site in the monopoly period of "portal" is taken as the main research object by using the historical comparison method. Discusses why the vertical application site has not developed in China. First of all, the lack of profit model is an important reason why vertical application sites in China have not developed. Many vertical application sites rely on web ads that cannot lead them to profitability. Only instant messaging and search engines, which have mature profit models, have made large profits, and have since become mainstream of China's Internet sites. Without a mature profit model, vertical application sites that rely on online advertising are poorly run. Even become a portal to attract traffic standard. Second, in the "portal" monopoly stage, China's vertical application sites have not developed as well as those in the United States. The main reason for this is that the informatization process in China is a new one. Post-developing countries have the advantages of technological imitation and the disadvantage that the system is not applicable in the process of globalization. The inapplicability of this system is highlighted in the popularization rate of netizens and its structure. The popularization rate of Internet users in China is far lower than that in the United States, and the "grassroots" commercial value of Internet users, characterized by low collar, low education and low income, also presents a low level of commercial value. The average profit contribution to everyone is so small that only sites that gather a large number of users can attract interest from investors and advertisers. This is the disadvantage of the vertical application site in China at this time. Finally, the three portals that provide "free information supermarket" service become the mainstream, and the vertical application site is marginalized.
【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】：2012
【分類號】：G206

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本文編號：1578455