What do major portals rely on to make money?

Several major portals have embarked on different roads and explored different ways of making profits. Sina has repeatedly stressed that it should be a big portal with Chinese media and Internet services as its main business, and make money with value-added services. Sohu has been conducting joint ventures in communication and business, and is committed to building Sohu into an online media, communication and business company. Netease's main business is short messages and games, which has explained its trend of mass entertainment.

First, online advertising

Advertising is almost the survival magic weapon of portal websites and most websites. Without advertisements, there would be no Internet today. Judging from the income structure of the portal Sina, advertising revenue accounts for 1/3, while some smaller websites rely almost entirely on advertising for a living. Therefore, advertising is the first profitable weapon of the website. For websites, advertising revenue is the basis of traditional e-commerce, and the effect is immediate, which is a more practical income model. The existing advertising forms of online game websites mainly include banner, buttons, popular columns of this website, recent recommendations, activity titles, floating icons, pop-ups and so on. With the accumulation of operators' experience, the forms of online advertising will be varied.

Operation mode:

Online game website link is an operation mode of online advertising. The exchange of advertising space between different game websites reduces the cash flow between them. This advertising business model exists not only between online game websites, but also between game websites and some portal websites. This is also a common operation mode of online advertising. The biggest contribution to online advertising revenue should be some types of enterprises that pay advertising fees to get brand promotion, and they may take all the forms mentioned above. From the perspective of business income, the main beneficiaries of online advertising should be game websites with a large number of registered users and high popularity.

Improving the effective arrival rate of online advertisements is another effective means to increase the revenue source of online advertisements on websites. Because website operators are vague about the characteristics of logged-in netizens, the advertising effect is obviously not as good as that of professional magazine media, which will greatly reduce the enthusiasm of merchants to choose websites as advertising media. Therefore, as a website operator, if you know the characteristics of netizens' background information on your website, it will expand the economic income brought by online advertising.

Key case:

1. Sina: The inherent strong advertising revenue has always been ahead, and the model of "portal+online advertising" is becoming more and more mature.

The business model of Sina website is information model, which mainly attracts a large number of visitors through a large number of free information, hot news and services, forms a fixed customer base, maintains a high click-through rate and popularity, and then attracts enterprises to put advertisements on Sina website one after another to promote their products through Sina advertisements. Since then, Sina has made huge profits, far exceeding the cost of providing free consultation, news and services.

Sina's advertisements cover all the pages and modules of the website, and the content of the advertisements is closely related to the theme of each page. For the target customers, put the advertisements of products that customers are interested in on the theme pages that the target customers often browse. For example, entertainment advertisements are mainly aimed at young people and women with mobile phones, MP3 advertisements and cosmetics advertisements. Put advertisements for sporting goods suitable for sports enthusiasts on the sports topic page. Among the tourism topics, there are advertisements from China International Travel Service, not only for cars, but also for racing and online games. It can be said that advertisements on Sina website are everywhere, and the types of advertisements are mainly divided into forced pop-up advertisements, rear projection advertisements, button advertisements, banner advertisements and online video advertisements.

In addition, Sina also has non-advertising income such as games, value-added e-mail services, online store rental in shopping malls, ringtones, ringtone downloads, Sina broadband online TV, exclusive online reports, and sub-station agents in various places.

In the third quarter of 2007, Sina's net revenue was $64.3 million and its revenue was $45.8 million, an increase of 40% over the same period of last year, reaching the upper limit of the company's previously expected range of $45 million to $46 million. Non-advertising revenue was $ 654.38+08.5 million, down 265.438+0% compared with the same period of last year, which was in line with the company's previous expectation of $ 654.38+08 million to $ 654.38+09 million. The US GAAP net profit was $654.38+$07.2 million.

Cao Guowei, CEO of Sina, said that advertising revenue accounts for more than 70% of the company's total revenue.

Second, the game

I believe Shanda will be the biggest beneficiary of online games. They can get money by sleeping for 24 hours, and those players keep upgrading for 24 hours, all for virtual self-esteem. The game has propped up Shanda, Netease and Sina, and the combination of portal and game is highly respected by people. More than N game equipment websites, game forums and teams have been born. 80% of the business in Internet cafes is driven by games, and it is almost unimaginable without games.

Methods: Online game events.

Online games have developed rapidly because of their competitive nature. At present, some online game companies have only seen this. At present, WCGC has developed into an influential online game event. As the first organizer of this event, Samsung invested a lot of money to promote the sales of its digital products. Obtaining sponsorship from relevant manufacturers by holding game competitions is an excavation of the extended value of online games.

At present, most game operators in China hold different online games. Lianzhong holds online games almost every week, and quite a few games have sponsors. By holding online games, game companies not only expanded their popularity, but also promoted their products and gained real income. This form of management has developed into a relatively mature operation mode.

Netease: Online Games

At present, online game revenue has accounted for 80.6% of Netease's total revenue. Netease's success proves the success of the "portal+online game" model.

Third, mobile value-added services (SMS)

Because the number of mobile terminal users has a very large market scale, and the use of mobile terminals by other services has formed a certain climate, online game companies have also begun to set foot in this market. According to relevant data, since the launch of mobile QQ service, Tencent has carved up nearly 30 million yuan from the SMS market of China Mobile and China Unicom with 1 year.

TOM's online wireless business has a balanced and comprehensive diversified development strategy, including SMS, MMS, WAP, CRBT, IVR and so on. And each business line has always maintained a strong position in the top three in the industry, with revenue accounting for 90%.

Other profit methods:

Charge mailbox. Netease, which is doing well, sells VIP mailboxes well. Although the mailbox is still in the era of free, with the continuous improvement of customer requirements, I believe that as long as the paid mailbox is more suitable for the target customers in terms of service and style, it will definitely make a lot of money and have a bright future. If there is a mailbox without spam, and it is convenient to send and receive, and the management interface is very comfortable, will you pay 10 yuan for this service every month? If you are an ordinary netizen, you may not, but if you are a person with a lot of mailboxes, you will definitely buy it. This is the future.

Membership fee. This basically belongs to the category of e-commerce, and the best is definitely Alibaba. One of their suppliers in China has an account number of 60,000 RMB. Of course, it includes a one-year service fee, but many people still join. Suppose there are 1 10,000 members, that is 600 million RMB. It makes my mouth water to think about it, but this is not the height that everyone can reach. No one will read worthless websites, even if they post them backwards. There are also some characteristic industry websites here, which almost live by selling membership fees. Have your own.

Purpose. Information fee. This is almost an extension of the membership fee. Hui cong Com does better. Their industry information is very comprehensive, and some analysis reports are really good. The target customers are enterprises. Enterprises with money and market demand will definitely have development prospects. There are also some websites that charge information fees, but it seems that there are not many websites of this size. Only by identifying the needs of customers, people will definitely pay for really good things.

Electronic commerce. Mainly B2C, C2C, B2B, in which B2B mainly sells membership fees, C2C mainly collects transaction fees, and B2C is relatively better, so it can collect corresponding profits. Nowadays, netizens are very vigilant. Generally, B2C is more difficult to do, and the entry threshold is improved. The better ones are Dangdang, Excellence and so on. B2C is also more suitable for enterprises, but many domestic enterprises almost never pay attention to establishing a B2C platform to sell their products. This shows that.

Differentiated service

Blog, RSS, Wikipedia, Ajax, asynchronous JavaScript and XML, which are typical technologies defined by WEB2.0, have recently become technical reinforcements for the global Internet. It seems that these technical modes conforming to WEB2.0 have dealt a fatal blow to the traditional Internet. Nowadays, with the increasingly fierce competition of major networks, personalized service on the Internet has become a magic weapon for profit. But how to provide more and better personalized services has become an important topic for every website. Is it to abide by the rules or be brave in innovation?

Looking forward to Sohu 3. Open up a new profit model.

The performance of Sohu 1.0 is comprehensive leading news, finance, entertainment, sports, automobiles and Olympic information; At the stage of Sohu 2.0, Sohu users communicate and gather in the communities and forums of websites such as Sohu, Chinaren, Focus Real Estate Network, 17 173 within the portal matrix, forming the most sticky Chinese community on the Internet. Zhang Chaoyang is more willing to make Sohu's future a personal portal, which is the creativity of Sohu 3.0.

In the future, after the development of Sohu 3.0, the profit model of Sohu will also change. Advertising may account for 2/3, and the rest is the income brought by the new profit model. "

To sum up, the general profit model of the website should start from three main aspects, but now the entry threshold of the Internet is already very high. In order to make a real profit, we must take a characteristic route: tapping special network customers → developing characteristic themes → attracting characteristic people (agglomeration effect, word of mouth and other marketing methods) → advertising and e-commerce and other profit models suitable for this group. Only in this way can we gain a firm foothold in such a fierce network world and the whole network economy of China can glow with new vitality.