搜狐公司盈利模式研究

发布时间：2018-08-20 19:47

【摘要】：在互联网经济时代,信息是最有价值的资源,门户网站企业又以提供资讯及搜索等网络服务为主,因而门户企业在互联网企业中的地位仍非常重要。我国的门户企业几经探索,在思想上已经认识到不能片面追求市场份额和品牌知名度,更重要的是找到适合自己发展的盈利模式,这样才能在市场竞争中保持核心竞争力和长久的盈利。门户网站企业都拥有其自身的特点,对其盈利模式的研究不但要具有创新性更要有针对性。搜狐公司是全球最大的中文门户网站也是门户企业盈利模式的典范,因而本文选取具有代表意义的搜狐公司来研究其盈利模式。本文采取文献分析法与案例分析法,首先,本文阐述案例研究的背景、意义以及文献综述;其次,在总结和吸收国内外盈利模式理论的基础上,明确盈利模式研究的主要方法为构成要素分析法;再次,阐述搜狐公司发展历程和价值链,依据盈利模式的研究方法剖析搜狐公司的盈利模式,并对其现有盈利模式进行SWOT分析,找出搜狐公司盈利模式存在的问题和改进方向;然后,选取搜狐公司2011-2015年财报数据,分析其盈利能力与盈利质量,从财务角度评价其盈利模式。最后,探讨搜狐公司盈利模式前景与改善空间,得出搜狐公司需要探索新的利润源、加强利润屏障等改进策略,并总结搜狐公司盈利模式对其他中小门户企业的启示,指明门户企业今后需要学习与借鉴的方向。
[Abstract]:In the era of Internet economy, information is the most valuable resource, and portal enterprises mainly provide information, search and other network services, so the status of portal enterprises in Internet enterprises is still very important. After several explorations, our country's portal enterprises have realized that they cannot one-sidedly pursue market share and brand popularity, and more importantly, they should find a profitable model suitable for their own development. Only in this way can the core competitiveness and long-term profit be maintained in the market competition. Portal enterprises have their own characteristics, the study of their profit model should not only be innovative but also targeted. Sohu is the largest Chinese portal in the world, and it is also the model of the profit model of portal enterprises. Therefore, this paper selects the representative Sohu company to study its profit model. This paper adopts the literature analysis method and the case analysis method. Firstly, this paper expounds the background, significance and literature review of the case study; secondly, on the basis of summing up and absorbing the profit model theory at home and abroad, It is clear that the main method of profit model research is component factor analysis. Thirdly, the development course and value chain of Sohu company are expounded, and the profit model of Sohu company is analyzed according to the research method of profit model. The existing profit model of Sohu is analyzed by SWOT to find out the existing problems and the direction of improvement. Then, select the data of 2011-2015 financial report of Sohu Company, analyze its profitability and profit quality. Evaluate its profit model from a financial point of view. Finally, this paper discusses the prospect and improvement space of Sohu profit model, and concludes that Sohu needs to explore new profit sources, strengthen profit barrier and other improvement strategies, and summarize the enlightenment of Sohu profit model to other small and medium-sized portal enterprises. To point out the future portal enterprises need to learn and learn from the direction.
【学位授予单位】：南京航空航天大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F275

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