At present, Netease's business model can be summarized as "three business models". These three business models are websites, wireless services and online games, in which advertisements and value-added services, such as paid e-mail and city dating, are classified in websites.
2 technical model
Netease virtual community has adopted many applicable technologies to ensure communication and exchange among members. For example, the upgraded version of Netease Bubble 2004 (popo. 163.com) has super network transmission function, and can penetrate any firewall for voice and video chat, with clear picture and smooth sound quality. High-speed transmission of large files, the highest transmission speed can reach 10 megabits/second; Super password protection function ensures that the account will never be lost, and messages and transmission files are carefully encrypted to ensure 100% network security; At the same time, in order to give back to the support of netizens over the years, Netease Bubble can send mobile phone messages for free. At present, the number of registered users of Netease Bubble has exceeded 6.5438+0.4 million. For another example, the appearance of instant messaging software (IM) developed by Netease, namely online chat tool, is gradually changing people's communication and communication methods. Whether in the office or at home, friends, relatives or colleagues can communicate through instant messaging software. Whether it is close at hand or far away from the ocean, this convenient way of communication was unimaginable in the past. With the maturity and development of the network, the advantages of real-time interaction and low cost of instant messaging tools are gradually loved by users and become an indispensable part of network life. As the most frequently used network software, instant messaging breaks through the limitation of technical tools and is considered as a new symbol of modern communication. According to the prediction of Gartner, a famous IT research institution, by 2005, instant messaging will surpass e-mail and become the most important electronic communication tool for Internet users and consumers, and more than 50% of Internet applications will embed instant messaging tools in it. It is Netease's advanced R&D technology and capabilities that support the realization of Netease's various functions and services, bring more obvious benefits to consumers, and further convey Netease's competitive advantage.
3 management mode
Netease community management is quite in place. It not only has detailed instructions for the use of the community to help members register, log in and use community functions, but also has formulated a strict and standardized basic law for the community, which makes detailed provisions on the management of community forums, the basic rights and obligations of community citizens, community managers, punishment rules and community regulations, so as to ensure the healthy and orderly operation of the community.
4 brand management mode
Brand is a symbol of the soul of many companies, and it plays a role in network companies. Netease has grasped the core of the brand and the rapid operation of successful operators themselves.
The new Netease brand advertisement expresses Netease's own brand characteristics with innovative and touching images from the user's point of view. Through clear, powerful and powerful information, Netease brand is a keen, optimistic, creative, imaginative, unconventional and personalized image. So as to enhance the visibility of enterprise positioning with perceptual brand positioning, strengthen brand connotation with the characteristics of products and services, and deepen users' understanding of Netease brand.
The marketing goal of Netease brand is to build market confidence and trust in itself, highlight Netease's affinity and pursue market identity. At the beginning of 2004, Netease stepped up to upgrade all its products and services, from news content, e-mail, search engine, instant messaging tools and online games to the first 24-hour network service center in China, which showed that Netease put user experience first. Therefore, the positioning of Netease brand is also based on the overall concept, highlighting the fun and happiness that Netease products and services can experience after meeting the needs of users, making Netease brand's personality unconventional and its competitive advantage clearer in the industry.