The Competi-tiveness Of Portal Sites

After a long winter of Internet industry, the Chinese portal sites finally had found the business model, gaining revenue from online advertisement service, wireless value-added service, and online game service. However, the centralize of the main earning originates has also brought keen competition between the portal sites. Under this kind of background, to discriminate the competitive ability of the enterprise is an important question, which the portal have to earnestly ponder. This study is taking SINA.com, the first Chinese portal site, as an example, centers on the industry which SINA.com locates, and its status in the industry for competition analysis. This article take the thought of the structure school on the strategic theory as the theory support. In the first chapter, we introduced Michael E. Porter, which is the representative of the structure school of he strategic theory , and his "five forces model", as well as SWOT analysis frame. The second chapter analyzed the industry competition structure which SINA.com locates from five aspects of latent entering threat, the existing competitor, the substitution product threat, the buyer straightforward price ability and the seller straightforward price ability five aspects, based on Porter's "five forces models". The third chapter, mainly profiting from the method of the network value evaluation, clear the competition status of SINA.com from comparing three aspects of user situation, main earning origin and stock market performance. Base on the analysis of industry and the competitor compare, the Fourth chapter points out the external environment (opportunities & threats) and internal environment (strengths & weaknesses) of SINA.com using the SWOT analysis frame.