新浪盈利模式研究
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摘要
盈利模式的关键是企业的价值创造活动,有效的价值创造活动必须是能持续地创造出差异化的产品和服务,从而给用户创造价值,进而为企业创造价值的价值创造活动。但不是每个企业都能实行某种价值创造活动,这与企业自身的优点和缺点以及企业所面临的外部的机会和威胁密切相关。因此,盈利模式就是企业将内部资源与外部资源等要素有机整合,利用外部有利的机会,发挥企业的优点,避开外部的威胁和自身的缺点,构造并实施能为企业带来利润的一系列价值创造活动,其本质是企业竞争优势的体现,是实现企业利润和价值的最大化。互联网产业是个千变万化,日新月异的新兴产业,在大量的资金投入过后,各互联网企业更应该选择和建立好适合自己的盈利模式,才能够健康地生存和发展下去。
在中国的互联网企业几经沉浮之后,目前形成了几大门户网站,分别是新浪、搜狐、网易、腾讯和TOM在线,它们具有中国特色的独特的盈利模式更成为人们讨论的焦点。其中,新浪作为拥有最多用户的知名的门户网站受到了网民的欢迎,然而在经过电子商务、网络游戏、在线搜索等互联网浪潮后的新浪,仍然主要依靠着出色的新闻获取传统的品牌广告收入,其盈利能力在几大门户网站中仅处于较低的水平。新浪现有的盈利模式是否具有可持续性,能否在未来维持新浪作为中国最大的门户网站的地位,还是要改变现在的盈利模式试图增加其他的收入来源,受到了各方的争议。
本文从互联网行业出发,分析了各大互联网企业的竞争战略,也就是它们具有差异化特征的产品和服务。然后分析了各大互联网企业的盈利情况及其收入的主要来源,以识别各大互联网企业的盈利模式。接着分析不同盈利模式下优秀互联网企业独具特色的价值创造活动,并结合新浪自身的优点和缺点来讨论新浪复制这些价值创造活动的可行性。最后分析新浪自身的价值创造活动能否进行进一步地改善和调整,以加强其原有的盈利增长点,从而对新浪未来的盈利模式作出选择。
How can websites profit? How many are there good profit patterns? How a website can profit? What is the best profit pattern of a website? As a fresh business which changes with each passing day, the profit patterns of the websites puzzle the operators of the websites and become the core problem of the Internet industry all the time, and it attracts the attention of the netizens all over the world. The services which are provided by the websites are various. If the service can satisfy the netizens, it is valuable and can be the source of the profit of the website. There are many kinds of profit patterns of the website, like the online advertisement revenue, Competitive ranking revenue, revenue from the wireless value added services, and revenue from the online games and so on, which are the most successful profit patterns nowadays. And with the innovation of the Internet, there will be new profit patterns continually.
The key to the profit pattern is the value creation activity of a company. The effective value creation activities are the activities which can produce the unique products and the services which can add value to both the users and the company. Whereas, it is not that every companies can perform some activities, which is closely related to the strengths and weaknesses of the company and the exterior chances and threatens. So the profit pattern is the value creation activity which the company constructs and performs to make profit with the integration of the interior resources and the exterior resources. The essences of the profit pattern are the competitive advantages of the company and the maximum of the profit of the company.The Internet industry is the industry which changes fast. After the huge investment, the network companies should establish the profit patterns which are adapt to themselves, then healthily survive and develop.
In China, after the ups and downs of many online companies, now there are a few large web portals. They are Sina, NetEase, Sofu, Tencent and Tom online. There are the similarities and differences between them, and as the burgeoning high-tech companies, their profit patterns with the Chinese characteristic become the focus of people's discussion.
As a well-known online company, Sina is welcomed by the netizens and it owns the most netizens in China. Whereas after the internet tide of the electronic business, online games, online search and so on, Sina still relies on its excellent news to get the advertisement revenue. And with the increase of its advertisement revenue, its revenue from the wireless value added services decreases quickly, and its other revenue is insignificant to its total revenue. Compared with the other large web portals in China, the profit ability of Sina is low. Whether the profit pattern of Sina can continue on, and whether it can maintain one of the biggest web portals in China, or adds other revenue resources and changes its current profit pattern, becomes the focus of discussion.
This paper tries to start with the analysis of the Internet industry, from the respects of the intra-industry rivalry, the potential new entrants, substitute products and services, bargaining power of buyers and bargaining power of suppliers. Then on the basis of the analysis of the competitive advantages and profit patterns of Sina and the other large web portals in China, it analyzes whether Sina can expand other profit patterns to enhance its profit ability compared with the other excellent websites. Then it estimates the possibilities to continue its current profit pattern to rely on the advertisement through the analysis of the external chances and threatens of Sina, the success of Yahoo!, Sina blog and the new development of the Internet.
在中国的互联网企业几经沉浮之后,目前形成了几大门户网站,分别是新浪、搜狐、网易、腾讯和TOM在线,它们具有中国特色的独特的盈利模式更成为人们讨论的焦点。其中,新浪作为拥有最多用户的知名的门户网站受到了网民的欢迎,然而在经过电子商务、网络游戏、在线搜索等互联网浪潮后的新浪,仍然主要依靠着出色的新闻获取传统的品牌广告收入,其盈利能力在几大门户网站中仅处于较低的水平。新浪现有的盈利模式是否具有可持续性,能否在未来维持新浪作为中国最大的门户网站的地位,还是要改变现在的盈利模式试图增加其他的收入来源,受到了各方的争议。
本文从互联网行业出发,分析了各大互联网企业的竞争战略,也就是它们具有差异化特征的产品和服务。然后分析了各大互联网企业的盈利情况及其收入的主要来源,以识别各大互联网企业的盈利模式。接着分析不同盈利模式下优秀互联网企业独具特色的价值创造活动,并结合新浪自身的优点和缺点来讨论新浪复制这些价值创造活动的可行性。最后分析新浪自身的价值创造活动能否进行进一步地改善和调整,以加强其原有的盈利增长点,从而对新浪未来的盈利模式作出选择。
How can websites profit? How many are there good profit patterns? How a website can profit? What is the best profit pattern of a website? As a fresh business which changes with each passing day, the profit patterns of the websites puzzle the operators of the websites and become the core problem of the Internet industry all the time, and it attracts the attention of the netizens all over the world. The services which are provided by the websites are various. If the service can satisfy the netizens, it is valuable and can be the source of the profit of the website. There are many kinds of profit patterns of the website, like the online advertisement revenue, Competitive ranking revenue, revenue from the wireless value added services, and revenue from the online games and so on, which are the most successful profit patterns nowadays. And with the innovation of the Internet, there will be new profit patterns continually.
The key to the profit pattern is the value creation activity of a company. The effective value creation activities are the activities which can produce the unique products and the services which can add value to both the users and the company. Whereas, it is not that every companies can perform some activities, which is closely related to the strengths and weaknesses of the company and the exterior chances and threatens. So the profit pattern is the value creation activity which the company constructs and performs to make profit with the integration of the interior resources and the exterior resources. The essences of the profit pattern are the competitive advantages of the company and the maximum of the profit of the company.The Internet industry is the industry which changes fast. After the huge investment, the network companies should establish the profit patterns which are adapt to themselves, then healthily survive and develop.
In China, after the ups and downs of many online companies, now there are a few large web portals. They are Sina, NetEase, Sofu, Tencent and Tom online. There are the similarities and differences between them, and as the burgeoning high-tech companies, their profit patterns with the Chinese characteristic become the focus of people's discussion.
As a well-known online company, Sina is welcomed by the netizens and it owns the most netizens in China. Whereas after the internet tide of the electronic business, online games, online search and so on, Sina still relies on its excellent news to get the advertisement revenue. And with the increase of its advertisement revenue, its revenue from the wireless value added services decreases quickly, and its other revenue is insignificant to its total revenue. Compared with the other large web portals in China, the profit ability of Sina is low. Whether the profit pattern of Sina can continue on, and whether it can maintain one of the biggest web portals in China, or adds other revenue resources and changes its current profit pattern, becomes the focus of discussion.
This paper tries to start with the analysis of the Internet industry, from the respects of the intra-industry rivalry, the potential new entrants, substitute products and services, bargaining power of buyers and bargaining power of suppliers. Then on the basis of the analysis of the competitive advantages and profit patterns of Sina and the other large web portals in China, it analyzes whether Sina can expand other profit patterns to enhance its profit ability compared with the other excellent websites. Then it estimates the possibilities to continue its current profit pattern to rely on the advertisement through the analysis of the external chances and threatens of Sina, the success of Yahoo!, Sina blog and the new development of the Internet.
引文
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[2]P.Timmers,"Business Models For Electronic Markets," Electronic Markets 1998,8(2)
[3]Rappa,M.Managing the digital enterprise-Business models on the Web.http://www.teradata.com/t/page/105888/
[4]M.Rappa,"Business Model on Web," http://ecommerce.ncsu.edu/business_models.html
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[1]许铁芬,中资寿险公司盈利模式及转型研究,西南财经大学硕士学位论文,2005
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[1]网络消费与企业盈利模式研究 褚征 2006年山东大学优秀硕士论文
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[1]http://www.iresearch.com.cn/html/default.html
[2]www.enet.com.cn
[3]http://tech.sina.com.cn/internet/
[4]http://it.sohu.com/
[5]http://linuxmine.com/type6.html
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[1][美]斯亚德里安J莱沃斯基等著:《发现利润区--战略性企业设计为您带来明天的利润》,中信出版社2002年1月第一版。
[2]琼·玛格丽塔,南·斯通.什么是管理.电子工业出版社,2003,50
[1]Linder,J.C,Cantrell,S.Changing Business Models:Surveying the Landscape,Institute for Strategic Accenture 2001.
[1]琼·玛格丽塔,南·斯通.什么是管理.电子工业出版社,2003,50
[2]P.Timmers,"Business Models For Electronic Markets," Electronic Markets 1998,8(2)
[3]Rappa,M.Managing the digital enterprise-Business models on the Web.http://www.teradata.com/t/page/105888/
[4]M.Rappa,"Business Model on Web," http://ecommerce.ncsu.edu/business_models.html
[1]亚德里安.J.斯莱沃斯基等.利润模式.北京:中信出版社,2002
[2]陈凌云,利润点--优化企业赢利模式的黄金指引,地震出版社,2004
[1]许铁芬,中资寿险公司盈利模式及转型研究,西南财经大学硕士学位论文,2005
[1]易英,价值结构对电子商务模式的影响评价,商业时代,2005,67-68。
[1]网络消费与企业盈利模式研究 褚征 2006年山东大学优秀硕士论文
[2]熊晓元,唐廷法:互联网商务模式的盈利视角,《商场现代化》,2006年11月(上旬刊)总第484期,101-102
[1]陈彤、曾祥雪著:《新浪之道--门户网站新闻频道的运营》,2005年1月第1版。
[1]取自互联网观察中心http://www.weamax.com/file/tag/tag.php?t=96&p=2
[1](美)克里舍·G·佩普.(美)保罗·M·希利.(美)维克多·L·伯纳德.运用财务报表进行企业分析与估价--教材与案例[M].中信出版社,2004
[2](美)迈克尔·波特著.陈小悦译.竞争战略--分析产业和竞争者的技巧北京[M].华夏出版社,1997
[3](美)迈克尔·波特著.竞争优势[M].华夏出版社,1997
[4]王晓冰.何华峰.张映光.苏丹丹.戴维.新浪--向左走,向右走[J].财经,2006,159,24-29
[5]陈彤.曾祥雪著.新浪之道--门户网站新闻频道的运营[M].福建人民出版社,2005
[6]褚征.网络消费与企业盈利模式研究[D].山东大学优秀硕士论文,2006
[7]倪娟.电子商务的盈利模式研究[D].南京理工大学优秀硕士论文,2005
[8]王伟.基于Web2.0环境下的电子商务的盈利模式研究[D].对外经济贸易大学优秀硕士论文,2006
[9]荣国军.城市中国网站的盈利模式选择[D].电子科技大学硕士论文,2006
[10]许铁芬.中资寿险公司盈利模式及转型研究[D].西南财经大学硕士论文,2005
[11]胡海波.网络企业盈利模式研究[D].华中师范大学硕士论文,2006
[12]熊晓元.唐廷法.互联网商务模式的盈利视角[J].商场现代化,2006,(484):101-102
[13]阎峰.传媒赢利模式:概念、特点与战略层次[J].《新闻界》,2006,21-23
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