這篇論文是關於網際網路巨人Google的個案研究。本文先描述網頁搜尋引擎的發展和演化過程,接著討論Google成長的三個成功因素: 機會、資源與經營團隊的完美結合。在Google擁有卓越的搜尋引擎技術並吸引了廣大的用戶群之後,它開發了關鍵字廣告技術AdWords,運用在網路廣告上,使它可以將用戶群的無形資產轉賣給廣告商獲取利益。它又利用AdSense將它的技術推廣到其他網站,使顧客大量增加。所以,Google的經營模式包含了網際網路使用者、廣告客戶及Web 出版者三個網路,藉由Google的技術,有效地讓三者的需求得以滿足,於是形成正向迴饋的效果,促使Google在很短的時間達到今日的規模。 在雅虎及微軟的威脅下,Google 加緊研發腳步,以完成「讓所有人都能隨時隨地找到所需要的資訊」的使命,也就是成為所有人的資訊代理人(Information Agent)。Google並分配百分之三十的資源在核心事業之外的領域,如免費電子郵件信箱、部落格,以及網路電話等技術,以確保公司的穩定成長及顧客向心力。
This thesis is a case study of the Internet giant Google. It will describe the development and evolution of the Web search industry and discuss Google’s success factors: a perfect fit of opportunity, resources and team. With its success in Web search in terms of superior technology and large number of users, Google developed AdWords, its Internet advertisement services, to turn its user traffic into revenue. Then it developed AdSense to build up Google Network to expand the reach of audience. Google’s business model is based on the connection of networks of Internet users, advertisers, and content providers. By aligning the interests of these three networks, its technology can service a large group of customers. As a result a positive feedback effect appears, making Google an Internet giant. Followed by strong competitors, particularly Yahoo! and Microsoft, Google advanced aggressively along its path to fulfill the mission of “organizing the world’s information and making it universally accessible and useful,” in other words, to be an “information agent” of everyone around the globe. Google also invested 30 percents resource in other areas such as free Web email, Blog, and VoIP, in order to maintain long-term growth and secure its customer loyalty.
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