新浪公司盈利模式优化研究

发布时间：2018-03-05 14:03

本文选题：盈利模式　切入点：互联网　出处：《兰州大学》2017年硕士论文　论文类型：学位论文

【摘要】：近二十多年以来,互联网技术取得了突飞猛进的发展。通过互联网人们能获取各种各样的信息,与外界实现更方便快捷的交流,生活也变得越来越丰富多彩。以上这些现象都表明着:互联网不仅融入了人们的日常生活中,而且逐步的渗透进人们的思维及意识中。更重要的是,互联网的发展对我国经济水平的提高起到了十分显著的作用。同时,社会的进步和人民生活水平的提高也离不开互联网。互联网是一个不断发展变化,与时俱进的新兴行业。互联网企业的经济效益是以向用户提供产品与服务为基础的。在投入了大量资金之后,各互联网企业应该结合外部环境与自身条件,选择和构建适合自身发展的盈利模式。只有这样才能够使企业在激烈的市场竞争中脱颖而出,发展壮大。由于网络技术的不断发展和创新,互联网企业的盈利模式变得越来越多样化。怎样选择适合自身的盈利模式以及在原有的的基础上进行调整和创新是一个企业获得更大的效益并走向成功的捷径。本文首先对盈利模式的相关理论进行总结归纳。随后结合当前我国互联网的发展现状,总结出国内互联网企业的四种典型的盈利模式。在主体部分,选择了新浪公司作为研究对象,通过比较分析法对新浪公司盈利模式的组成因素和盈利能力进行了详细研究。最后,对新浪公司的盈利模式进行总结,发现新浪公司盈利模式存在的不足之处并提出相应的优化建议。本文通过对新浪公司盈利模式的研究,为新浪公司在选择发展战略时提供一定支持。也为同类型的互联网企业在制定盈利模式时提供理论支撑和实践参考。
[Abstract]:Over the past 20 years, Internet technology has made rapid progress. Through the Internet, people can obtain a variety of information, and achieve more convenient and rapid communication with the outside world. Life is becoming more and more colorful. All these phenomena show that the Internet is not only integrated into people's daily life, but also gradually infiltrated into people's thinking and consciousness. More importantly, The development of the Internet has played a very significant role in improving the economic level of our country. At the same time, the progress of the society and the improvement of the people's living standard cannot be separated from the Internet. The economic benefits of Internet enterprises are based on providing products and services to users. After investing a lot of capital, Internet enterprises should combine the external environment with their own conditions. Only in this way can enterprises stand out in the fierce market competition and grow stronger. Because of the continuous development and innovation of network technology, The profit mode of Internet enterprises is becoming more and more diversified. How to choose the profit model suitable for themselves and how to adjust and innovate on the basis of the original is the shortcut for an enterprise to obtain greater benefits and to succeed. This paper first summarizes the relevant theories of the profit model. Then combined with the current situation of the development of the Internet in China, Four typical profit models of domestic Internet enterprises are summarized. In the main part, Sina Company is chosen as the research object. Through comparative analysis, the paper makes a detailed study on the composition factors and profitability of the profit model of Sina Corporation. Finally, it summarizes the profit model of Sina Company. Find out the deficiency of the profit model of Sina company and put forward the corresponding optimization suggestion. It also provides theoretical support and practical reference for the same type of Internet enterprises in making profit model.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F275

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