Research On Profit Model Analysis Of Sohu Company

In the age of Internet economy,information is the most valuable resource.Portal site companies give priority to provide information and network services,so,portal companies play a important part in the Internet business.With several exploitations,portal companies in our country has recognized the one—sided pursuit of market share and brand awareness should be forbidden and what more important is to find a suitable profit model of development,so as to maintain the core long—term competitiveness and profitability in the market competition.Portal companies have their own characteristics,the study of the portal business profit model should not only be innovative but also targeted.With Sohu being the largest Chinese portal internet and leader in profit model among its industry,this thesis chooses Sohu which is highly representative as the target to study its profit model.In this thesis,the approach of literature analysis and case analysis are applied.Firstly,this thesis gives the description of the background,meaning and literature review of case studies.Secondly,based on the summary and absorption of domestic and foreign profit model theory,it determines that the main method of profit model research is the component analysis method.Thirdly,it shows the development process and value chain of Sohu,and based on the profit model research methods,this thesis analyses Sohu's profit model and SWOT analysis of their existing profit model to find existing problem and improvement direction.Then,it select the Sohu company 2011-2015 annual report of the financial data and analyze its profitability and quality of profit and evaluate its profit model from a financial perspective.At last,this thesis explores prospects of Sohu and room for improvement of its profit model.It finally come to the Sohu company needs to explore new sources of profits,as well as strengthening the profit barrier,summarizing the Sohu company inspiration to other portal enterprises,and Sohu to point out the learning aims of the portal site enterprises.