中国互联网“门户化”垄断时期垂直应用网站的发展研究

发布时间：2018-03-07 07:24

本文选题：“门户化”垄断时期　切入点：网络垂直应用站点　出处：《华中科技大学》2012年硕士论文　论文类型：学位论文

【摘要】：中国人在全球互联网竞合时代从一开始就没有落后太多。然而相同的技术在中美两个社会却展现出了不同的发展形态。在中国，垂直应用站点发展低迷，与门户不可一世而语；门户网站，尤其是所谓的三大门户曾经在很长的一段时间内瓜分了中国互联网行业的第一阵营，1999-2004年还出现了三大门户对网络广告的垄断。然而情况在美国大为不同，门户网站经历了短暂的辉煌就开始边缘化、让位给垂直应用站点了。本文运用历史比较法，以“门户化”垄断时期的中国垂直应用站点的发展为主要研究对象，探讨了为什么垂直应用站点在中国没有发展起来的原因。首先盈利模式的缺失是造成中国垂直应用站点没有发展起来的重要原因，许多垂直应用站点所依赖的网络广告并不能带领他们走向盈利。在“门户化”垄断阶段，只有拥有成熟盈利模式的即时通讯和搜索引擎才实现了大规模盈利，，并且之后也进入了中国互联网站点的主流。没有成熟盈利模式、依赖网络广告的垂直应用站点惨淡经营，甚至成为门户用以吸引流量的标配。其次，“门户化”垄断阶段，中国垂直应用站点没有像美国的那样发展起来，其主要原因来自于中国的信息化进程是一个后起的信息化进程。后发展国家在全球化当中拥有技术模仿的优势和制度不适用的劣势，这种制度的不适用突出表现在网民普及率及其结构上。中国网民普及率远低于美国，而以低领、低学历、低收入为特征的“草根化”网民商业价值也呈现低水平状态，平均到每个人身上的利润贡献率少得可怜。因此只有聚集起大量用户数量的站点才能引起投资商和广告主的兴趣，而这却是此时中国垂直应用站点的劣势。最终提供“免费信息超市”服务的三大门户成为主流，垂直应用站点被边缘化。
[Abstract]:The Chinese have not lagged far behind from the beginning in the era of global Internet competition. However, the same technology has shown different development patterns in China and the United States. Portals, especially the so-called three portals, once carved up the first camp of the Chinese Internet industry in a very long period of time. In 1999-2004, there was also a monopoly of the three portals on online advertising. However, the situation is very different in the United States. After a brief period of brilliance, the portal website has been marginalized and given way to the vertical application site. In this paper, the development of Chinese vertical application site in the monopoly period of "portal" is taken as the main research object by using the historical comparison method. Discusses why the vertical application site has not developed in China. First of all, the lack of profit model is an important reason why vertical application sites in China have not developed. Many vertical application sites rely on web ads that cannot lead them to profitability. Only instant messaging and search engines, which have mature profit models, have made large profits, and have since become mainstream of China's Internet sites. Without a mature profit model, vertical application sites that rely on online advertising are poorly run. Even become a portal to attract traffic standard. Second, in the "portal" monopoly stage, China's vertical application sites have not developed as well as those in the United States. The main reason for this is that the informatization process in China is a new one. Post-developing countries have the advantages of technological imitation and the disadvantage that the system is not applicable in the process of globalization. The inapplicability of this system is highlighted in the popularization rate of netizens and its structure. The popularization rate of Internet users in China is far lower than that in the United States, and the "grassroots" commercial value of Internet users, characterized by low collar, low education and low income, also presents a low level of commercial value. The average profit contribution to everyone is so small that only sites that gather a large number of users can attract interest from investors and advertisers. This is the disadvantage of the vertical application site in China at this time. Finally, the three portals that provide "free information supermarket" service become the mainstream, and the vertical application site is marginalized.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206

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