A Study Of The Influence Of The Comprehensive Portal

With the rise of the Internet which now has developed into the fifth-largest media comprehensive portal will become the most representative and most influential groups in the network media, so the related issues are also having growing research value. Current days, the competition between the comprehensive portal is increasingly fierce, and the influence of different portals are also different, but they can find each’s place in the market. the reason is that they each have different core competitiveness. So, the core competitiveness is how to determine the influence of the portals?What kind of difference are the portals’ influence have? In the current competitive environment, Comprehensive portal site how to solve existing problems based on their respective core competitiveness and enhance their own influence? This article just take these questions as research topics, with the three most representative portals in the comprehensive portal----Sina, Tencent, Netease as examples to study.On the base of sorting out the previous literature, this article take the theory of the influence as research-based,and take the four-dimensional system of media influence as a evaluation model, design a questionnaire, organize a telephone survey about the influence of the three comprehensive portals in a wide range, and show the overall condition and structural differences of the sites between each other. Then, based on the core competence theory, with specific case studies,this article made a theoretical discussion about the internal mechanism of the three comprehensive portals’ influence’s differences on the overall structural. Final, on the basis of the quantitative analysis findings and case studies, this article raises some specific recommendations to enhance three comprehensive portals’ influence.Ultimately, with the empirical research and case studies,this study raise conclusions as follows:1、There are big differences in the Three comprehensive portals’ influence not only in the overall structural and also the internal component factors. On the overall ranking of the influence, Sina topped, followed by Tencent, Netease last. And in the each composition factor, the audience size factor Tencent top, Sina followed; the average use time and credibility factor have no significant difference; mainstream population ratio factor Sina topped, followed by Netease.2、The difference of three comprehensive portals’ core competitiveness are the rooting reasons making their influence different in the overall and structural.The three sites have different core competitiveness,then they have a different product mix strategy, different product mix contains different products, different products have different target consumer groups, thus showing a different consumer psychology and behavior characteristics, last three comprehensive portal have the structural differences in their influence.3、If the comprehensive portals in the current competitive environment want to enhance their influences, they must consolidate and cultivate their core competitiveness firstly, then to improve the existing problems according to their own core competitiveness.