產品定位與經營模式分析搜尋引擎 － 以Google公司為例; Search engine as a bussiness model or product

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題名:	產品定位與經營模式分析搜尋引擎－以Google公司為例;Search engine as a bussiness model or product
作者:	黃興國;Shin-Guo Huang
貢獻者:	企業管理研究所
關鍵詞:	Google;產品定位;經營模式;消費者採購行為;搜尋引擎;bussiness model;google;search engine;consumber behavior
日期:	2007-07-09
上傳時間:	2009-09-22 14:35:24 (UTC+8)
出版者:	國立中央大學圖書館
摘要:	過去的研究學者認為創新產品與市場績效之間有直接的因果關係，但事實上，一個創新的產品仍需要搭配一個適合創新產品的經營模式，企業才能得以獲利，搜尋引擎產業剛好提供這樣的論述。而在定義一具好的搜尋引擎，本文運用了消費者決策模式中的內外部搜尋，做為分析其產品品質好壞的理論基礎，探討中分析出一具好的搜尋引擎，須具備效率性、完整性與精準性。本文在分析Google公司與其它搜尋引擎後，再探討所搭配的經營模式，來試圖解釋其背後營運假設與產品定位。從中發現到，Google不僅提供較好的搜尋引擎品質，其所搭配的Adwords與Adsense經營模式，徹底運用到搜尋者搜尋背後的搜尋意圖，即可以分門別類的提供廣告主選擇所欲行銷對象，大幅提升廣告的效益，也提升了搜尋者搜尋的品質。 In the past, many researchers have studied about the relationship between new product and market return, but in fact, a new product must still fit a suitable business model, therefore, corporation can make profits, and it provides these inferences in the search engine industry. In order to define what is the good search engine, this paper uses consumer decision model of the consumer behaviors, and analysis what is good and bad by internal and external search behavior. As a result, analysis three factors in good search engine : efficiency, complete, and precise. After studying google and other competitors, this paper analysis the business models, in order to try to explain its business assumptions and production positions. The paper found google does not good search engine, but it uses to fit its model ‘Adsense and Adwords’. Google understands completely the intentions behind the searchers. It provides different intentions to advertisers, they can choose targets they want to promote , in order to raise their advertiser effectiveness , and increase the quality of the search.
顯示於類別:	[企業管理研究所] 博碩士論文

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