The Research Of Internet Portals Business Model

In 21st century, as the representative of Attention Economy, Internet Economy are flourishing. Internet portals are the most important part of internet, and it's development reflects the evolution of internet industry. Throughout the development history of portals, which business model should be selected and how portals can gain long-term profitability always are the focus decisions of manager of portals. The service which portals provide should be free or not? The ideas of "Eyeball Economy" should uphold or not? The answers to the two questions are the main controversy of business model selection. In 1999, portals had experienced a crisis. In 2005 portals had the relatively small possibility to another crisis because the price of stock of internet portals enterprise exist great disparity with the sales revenue of these portals, with the rapid development of Google and Baidu of China. This kind of irrational prosperity is very danger to the portals. If the portals will not gain the long-term profitability after the return to rationality of capital market, they will experience another crisis. As far as I am concerned, effective business model can make the portals avoid crisis. The meaning of "effective" should have two areas, one is "efficiency" to internet users, another is "profit" to internet enterprise. What the effective business model should be is the aim of this thesis.As the environment of portals, the structure and mechanism of internet are very important to the business of portals. Firstly I introduce the role and status of portals for the internet. Then is the history of portals business model, I find that the Traditional Media Model in which the idea of "Eyeball Economy" is uphold is unfit to the portals living in internet.At the foundation of theory model of consumer attention I analysis the contradictions between "Eyeball Economy" and Internet Economy. Through the analysis, I draw the conclusion that "Eyeball Economy" hold One-sided emphasis on "profit" to portals and ignore "efficiency" to users. This point is inconsistent with the criteria of Internet Economy which should be the balanced development of "efficiency" and "profit".