當網路經營已經成為國內新興產業的一環，一個強調使用者共同參與且建構網路內容的新世代—Web 2.0 正逐漸在生活周遭形成一股新興的族群，其中各式各樣的部落格（Blog）是近年來在網際網路上所開發出來的新產物。而自從部落格的興起之後，網路正式進入了Web 2.0的時代，此時在國內外都有很多新堀起的網路企業不斷地運用嶄新的概念替使用者創造出更多的附加價值。傳統的市場區隔策略、產品策略、行銷策略、服務策略、技術策略、獲利方式等經營模式是否可以運用在網路經營事業上面，對經營者而言將是一大考驗。研究的方法主要採取次級文獻資料的內容分析，並進行深度專家訪談以獲得初級資料並予以質化分析為之。 本研究經由相關文獻回顧、個案研究以及深度訪談個案」後，試圖找出目前網站的經營模式，並試圖找出不同Web 2.0 應用服務所重視的要素之差異與獲利方式。經由無名小站、UrMap及BB-BOX個案研究分析後發現網站的經營模式具有以下特性：使用者的角色是生產者也是消費者、分享並非使用者的主要目的、多樣化的內容能讓網站成為新的社群關係，但也因為網站經營多樣化，未來網站經營將是微利化時代且百家爭鳴。其經營困難度將比傳統製造產業、網路硬體生產者更加地艱辛而且組織管理也必須瞭解此一經營趨勢以為因應。 ;Blogs are newly-developed from of online content in recent years, and the popularity of blogging marks the transformation of internet into the era of Web 2.0. At this time many emerging internet industries at home and abroad are applying many of their groundbreaking ideas to increase added value for the user. Wretch that which has the property of Web 2.0 is one of famous domestic websites. In addition, Wretch attracts Yahoo to purchase it by 2,200 million U.S. Dollar. The rapid development of the Web 2.0 network application technologies, there are many added values have been adapted to the network applications. Because the convenience and general of Network, there are many businesses start to set web site, when the performance of web site cannot grow up anymore, there are many savant begin to discuss with how to analysis behaviors of customer in web site. This research primarily focuses on the case study of Wretch Limited Company, the UrMap & BB-BOX Corporation. The study aim to analyze their business models for Internet community websites. With the method of quality research as the main part of its methodology, this research used secondhand literature analysis as the main method along with the firsthand data collected from depth interviews. This study found users play the role of the producer and also the consumer. Abundant and various contents could make websites be main databases. Websites could fortify the stickiness with community relationship. There are three main characteristics of Web sites including---user involvement, openness, network effect. The successful business models of websites were based on the relationship with user, content, community, and tool. Due to the rapid development of websites, the operation of websites will be more difficult than traditional industries.