Contimued


目錄

目錄 ..............................................................................................................................iv

图目錄...........................................................................................................................v

表目錄..........................................................................................................................vi

第一章 绪論.................................................................................................................1

1.1 研究背景与动机.............................................................................................1

1.2 研究目的.........................................................................................................2

1.3 研究重要性.....................................................................................................2

1.4 論文架构.........................................................................................................2

第二章 文献探讨.........................................................................................................4

2.1 平台型企业.....................................................................................................4

2.2 经营模式.........................................................................................................7

2.3 经营模式演进的学理基础：系统观点与创新观点...................................13

2.4 经营模式结构：因果脉络图及核心组件...................................................15

第三章 研究方法.......................................................................................................19

3.1 质性研究方法：扎根理論...........................................................................19

3.2 选择研究标的公司.......................................................................................21

3.3 资料收集方法与筛选...................................................................................25

3.4 资料分析方法：步骤与工具.......................................................................26

3.5 质性研究质量之评鉴...................................................................................34

第四章 Google经营模式之结构分析........................................................................35

4.1 经营模式主要组件之扎根内涵...................................................................35

4.2 Google经营模式结构....................................................................................42

第五章 Google经营模式演进过程之分析................................................................47

5.1 Google经营模式创新时点分析....................................................................47

5.2 第一阶段(1996~1999)：搜索引擎与创新文化之形成..............................49

5.3 第二阶段(2000~2001)：搜寻与广告之双边事业......................................53

5.4 第三阶段(2002~2004)：利用核心能力扩展外部网路..............................58

5.5 第四阶段(2005~2008 上半年)：网路效果内化为核心能力.....................63

5.6 演进中之经营模式.......................................................................................68

第六章 结論...............................................................................................................71

6.1 研究成果.......................................................................................................71

6.2 管理意涵.......................................................................................................74

6.3 研究限制.......................................................................................................75

參考文献.....................................................................................................................76

附錄一：Google扎根分析资料表..............................................................................79

附錄二：Google组件因果关系建立年表..................................................................90