| Online Literature is one of the fastest growing online business. It has experienced the germination period, growth period and mature period.With online literature market booming, the market structure of online literature industry has gone through three stages: vertical portals period,vertical portals VS Internet giants period, the Internet giant period. The most powerfull of market strength of online literature industry was transferred from the Shanda Literature to Baidu, Alibaba and Tencent literature group. It is essentially stressed that it`s really difference from each other on the participators, the scope and degree of competition in very process of this history.The main power of evolution is that market participants try to explore and reconstruct the business model. With the development of Internet applications, the business model has always been a bottleneck.To break through the bottlenecks, market participants began to explore and reconstruct the business model which promoted evolution of online literature’s market structure.In the vertical sites-leading period, Shanda literary established an effective business model in M&A and formed "a dominant" situation. In order to reconstruct the business model, BAT joined into the online literature market and explored the business model of the pan-entertainment. As a result, the market structure of online literature was going to be dominated by Shanda, Tencent and Baidu,and then by Baidu, Alibabab and Tencent.Founded by the law and logic of the evolution of market structure ononline literature industry that the online industry’s market structure will appear in the "winner takes all" situation and construction of the online business model is the impetus for the evolution of online market structure. |
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