中国互联网企业商业模式的调查研究——以腾讯360之争为.doc

青岛大学第十二届“挑战杯”学术科技作品竞赛参赛作品 中国互联网企业商业模式的调查研究 ——以“腾讯360之争”为例 指导老师：程馨、张宁 作者：王冬青（负责人）、宋雪英、韩鹏、刁兆杰 调研时间：2010年11月——2011年3月 青岛大学第十二届“挑战杯”学术科技作品竞赛参赛作品 摘要 中国互联网领域面对着这样一个大背景，那就是互联网在民众当中获得了极大的普及，政府也日益重视互联网对人民大众的导向作用，但是由于立法不够成熟等多方面因素，导致了互联网企业之间矛盾冲突不断。 在调查的过程中，笔者将互联网企业之间矛盾冲突产生的原因归结为以下几个方面：互联网领域的进入壁垒降低，互联网业务的生命周期很短，处于竞争关系的互联网企业争相为用户提供较低的转换成本，最终矛盾集中在很多互联网企业采用了多样化的商业模式。 在了解了与互联网领域相关的政策法规后，笔者尝试着就如何引导互联网企业解决矛盾提出合理化意见。企业的新业务应该抓住客户心理，进行充分的市场调查，让自己的产品美观与实用兼备；旧业务则应该提高产品性能、质量、包装、外观等，使产品生命周期不断实现再循环。另外，互联网企业应该主动求变，时刻具备一种危机意识。最后，互联网企业应该本着合作的理念，以实现共赢为目标，避免恶性竞争，创造一个和谐的互联网社会。 Abstract China’s Internet is facing a special circumstance: the internet is very popular among Chinese people and the government is paying more attention to its guide effect on citizens. But because of many factors including lack of legislation, the conflict between the Internet enterprises is getting frequently. During the investigation, we conclude several reasons why there’s so much conflict between the internet enterprises: entering the internet field is becoming easier; internet business lasts shortly; many competitive internet enterprises throng to supply the customs with low conversion cost which lead to diversified business models adopted by many internet enterprises. After understanding the legislations and policies about the internet, we tried to give some suggestions on how to solve the conflict among the internet enterprises. The new business of the enterprise should please the custom, do more market research and make the products beautiful and practical while the old business should improve the quality, efficiency, package and appearance and prolong the products’ life. What’s more, the internet enterprises should always pursue changes and mind the crises. Finally, the internet companies should embrace the concept of cooperation to achieve win-win situation, avoid vicious competition and build a harmonious internet community. 青岛大学第十二届“挑战杯”学术科技作品竞赛参赛作品 目录 一、导论 .........................................