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重新担任网易公司CEO的丁磊2月24日出现在了北京,在网易2005年第四季度的财报及年报发布会的现场,他依然保持着程序员形象,身着蓝色衬衣,头发稍显凌乱.与丁磊不修边幅的形象相比, 网易2005年的财报却非常漂亮:第四季度网易收入达到人民币4.873 亿元,净利润为人民币2.767亿元, 超出了华尔街对它的预期.另外,网易2005年总收入也达到了人民币 16.944亿元,比2004年增长了76.8%.这家80%收入都来自网络游戏的公司成为了华尔街分析师眼中最会赚钱的中国互联网公司,其股票在纳斯达克上也飞窜到接近90美元. 4天过后的2月28日,不停地在和自己较劲的上海盛大也发布了 2005年第四季度财报及年报,其第四季度净亏损人民币5.389亿元的数字让业内一片哗然.而尽管在2005 年盛大依然是中国互联网上总收入 (18.966亿元人民币)最多的公司; 尽管其46%的增长率绝对值并不低, 但在资本市场上盛大的股票已经跌落至接近发行价的11美元.创造了网络游戏新商业模式的盛大,在2005年第四季度反而成了中国概念板块中唯一一个赔钱的公司, 而曾经在同一时期被纳斯达克停牌5 个月,股价一度只剩下0.64美元的“垃圾股”网易,如今却追随着盛大的游戏模式使自己成为中国互联网上的“新旗手”.导致这种戏剧性变化的,也许是盛大在2005年初开始实行的家庭战略.围绕着这个战略,在2005年盛大采取了一些在外界看起来不可思议的动作.例如:在二级市场突击收购中国第一大门户网站新浪19.5%的股份;然后将本来每个季度能贡献几亿元的三款MMORPG网络游戏进行免费运营;紧接着进入市场前途模糊的IPTV领域,研发和推广其希望成为家庭互动娱乐中心的“盒子”;进而又提出“用遥控器上网”,希望改变人与互联网接触的方式……盛大用5年时间挖掘出了网络游戏价值,但是“暴富”之后转瞬之间又要放弃它向新的互动娱乐平台概念迈进.虽然很多人根本无法理解这些战略,也不会认同这种“跟自己较劲”的做法,但这的确是33岁的盛大董事长兼CEO陈天桥的选择.这些选择有很多从战略和商业视角的逻辑解释-3C融合的大趋势、互动娱乐的大方向等等,但这些解释大多是预测和猜想的结合体.与很多或成功或失败的企业一样,盛大转型的决策和对方向的选择,更多的是来自于企业家一个人的判断甚至是信念.失败了我们称之为“拍脑袋”,成功了我们则称之为企业家的眼光和胸怀.所以,了解陈天桥,我们才能真正了解盛大的现在和未来.“,”Shanda. which has created the new business model of online games, turned sarcastically the only money-losing company in China's concept stocks domain by the end of 2005. However, once a penny-stock online provider halted on Nasdaq tor five years with the stock price declining sharply to merely US$0.64 per share, Netease is now following the model of Shanda. turning over as another new standard-banner in China's dot-corn industry. It was probably the unbelievable measures of Shanda in 2005 that resulted in this dramatic outcome-it acquired 19.5% of Sina's outstanding shares, adopted a free-to-play service model to MMORPG which had been bringing huge profits in the past, and then set foot into the IPTV sector whose market perspective was sill pending. It also made a lot of efforts on the development and promotion of a family entertainment hardware platform- the “Shanda box”. After spending five years in exploring the value of online games, the upstart Shanda suddenly shhifted its path to a new interactive entertaining platform. Despite numerous misunderstandings and disapprovals, this strategy is actually the choice of Chen Tianqiao. Chairman and CEO of Shanda Corporation. There might be various explanations from the strategic or business perspectives, most of which are based on prediction or surmise. Just as many other corporations, the strategic shift and decisive choice of Shanda is more or less from manager's personal judgment or belief. Therefore, to draw close to Chen Tianqiao is the only way to get a clear picture of the existing Shanda and its future.