| Accompanied by the development of internet industry, Web portal, as one of the business model of the internet economy, itself also had an experience from forming, fast growth to a stage that need to search for new business model under the pressure of capital market. All along the way, the business model of web portal has been defined as venture capital adding online advertisement. Following this model, foreign portal, represented by Yahoo and domestic portal which represented by sohu.com.sina.com, 163.com all have undergone a fast growth process in its number of register user, PV, revenue of online advertisement and have successively listed on the USA NASDAQ .With the advent of the notion of Web 2.0,Blog, RSS, SNS, search engine start to challenge comprehensively the traditional portal, the authoritative status of Web 1.0 has been totally changed.Web portal have been always exploring its own proper model, however, what is the next step after the fierce competition in the online advertising category and what should be done when the profit of short message service is declining? The growing threat of IM and search engine and huge investment on the online game category both ask what is the next step of the web portal?Against such background and by the broad introduction of web portal development history and current situation, this context analyzed the most representative web portal's business model at home and abroad and made systematic and comprehensive analysis on the business model of sohu.com, sina.com and 163.com from production mix.revenue model, cost investment, marketing channel, trade model, competition and cooperation, capital market performance and so on This context also benchmarked the operation strategy and business model development of such foreign successful web portal as yahoo.com, google.com, amozon.com ect.to reflect these three web portal's problem. From this absorption and reference process, it comes to an evolvable business model and innovation framework for the three web portals in order to provide some kinds of development direction for traditional media and the future online . |
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