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中文摘要
近几年，中国的互联网市场发展的非常迅猛，截至到2006年年底中国的互联网用户已经达到了1.37亿之多。门户网站因为拥有综合的产品体系，是互联网行业中竞争最为激烈的领域之一。中华网始建于1994年，并于1999年作为中国IT业的第一支科技股在美国纳斯达克上市。10多年来，中华网经历了中国互联网的风风雨雨，积累了丰富的行业经验，并在最近的5年中，得到了快速发展。但是和竞争对手——新浪、搜狐、网易、腾迅等相比，中华网在市场占有率、利润等重要指标上明显处于落后。
中华网作为国内主要的门户网站之一，在新的发展机遇和变革来临之时，急需夯实基础，同时需要在一个清晰、有效的发展战略指导下，调整竞争态势，提高市场占有率和企业利润，做大、做强。
本文综合应用战略管理的多种理论和方法，对中华网的竞争战略进行研究：首先，利用PEST分析框架找出中华网在宏观环境中的机会和威胁；随后，运用波特的五力模型分析其行业环境中的机遇与挑战；再运用VRIO模型对中华网的内部资源进行分析，找出中华网内部资源的优势与劣势；再在上述分析的基础上，运用SWOT理论模型，就内部资源的优势和劣势、外部环境的机会和威胁进行全面分析，从而选择出中华网的竞争战略类型。在竞争战略选择的基础上，制定了战略实施的方案。
本人作为中华网公司中的一员，此次以较强的针对性对中华网的竞争战略做出了研究和分析，希望本文对于中华网的发展能够发挥一定的作用。


关键词：门户网站,移动增值业务,3G, 竞争战略,五力模型



ABSTRACT


In recent years, internet market of China developed very quickly, the user amount of internet business reached to 13.7 billion at the end of 2006. Since Portal Website has the integrated production system, the competition between these kind enterprises is very fierce. China.com was founded in 1994 and was list on the NASDAQ in 1999 as the first Chinese IT Stock. In these years, China.com experienced changeable situation of Chinese internet industry, and accumulated rich business experiences and grown fast during 5 years. But compare with the main competitors, sina.com, sohu.com, 163.com and tecent.com, China.com is weak in the market sharing and business revenue.
Be the main portal website, China.com need adjust the competition situation, strengthen internal foundation, increase the market sharing and revenue under the guiding of a clearly, efficiency competition strategy, be stronger and bigger.
This article applies many theories and study ways of strategy management, researched on China.com’s competition strategy: firstly, used the PEST analysis frame to find the Opportunity and Threats of China.com in external environment; secondly, used Porter’s "Five Forces" model to analyze Strength and Weakness of China.com’s internal resource; lastly, base on above deeply analysis results, used the SWOT analysis method to choose the competition strategy style of China.com. After confirming of the competition strategy style, strategy implementation was established.
As a staff of China.com, I hope that I point out in this paper would make improvements to China.com’s business in the future.


KEY WORDS：Portal Website, Mobile Value-Added service, 3G, Competition Strategy, Five Forces Model