創新網路經營模式—無名小站之個案研究

Abstract

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。 僅管部落格在現今的時代已完全融入我們的生活中，對全人類也造成了巨大的影響，但目前部落格大多只是連結廣告或其他的網站，而在正式的商業化運作上卻缺乏著一套完善明確的機制。雖然有不少的學者曾對網路的商業模式提出很多的論點，但過去所擁有的文獻並沒有針對此網路的新運用趨勢之商業化行為作深度的研究與探討。 本研究主要針對台灣地區一間具有相當代表性的Web 2.0和部落格公司—「無名小站」進行個案研究。研究的目的主要在分析無名小站之所以在短期之內迅速堀起的原因（主要成功因素）；並透過此個案的研究來對過去相關理論進行回顧與檢視。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（針對專家）的訪談以獲得初級資料之以質化為主的研究方法。 而在研究的設計上採取了問卷設計與修改模型等方針，之後再去進行結構化為主的訪談方式。而主要的貢獻在於整合傳統的理論並作彙整，然後提出一個經過修正的模型架構去對一個具代表性的網際網路公司作實證研究，包含了評估其網路商業模式並深度探討、說明其未來可能的發展空間上皆提出了合理的解釋。

Blogs are a newly-developed form 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.

Despite the fact that blogs have long become part of our modern lives and have greatly influenced all humankind, at this point most blogs only present links to advertisement or other websites. Its commercial operation still lacks for a well-established mechanism. Indeed many scholars provided various viewpoints on internet business model, however, from all the previous literature; there are no in-depth researches or discussions on the commercialization of this new trend in internet use.

This research primarily focuses on the case study of Wretch Limited Company, the leading company in the business of Web 2.0 and blogs in Taiwan, aiming to analyze its rapid success (the main reasons for its success) and thus to review and reexamine the previous theories related to this topic. With the method of quality research as the main part of its methodology, this research adopted secondhand literature analysis as the main method along with the firsthand data collected from depth interviews (with specialists).

Questionnaire design and modifying models were carried out for this research, after which structured interviews were held. Its most important contribution is to compile and combine traditional theories and to present a modified model, with which an empirical research on the leading player in the internet industry can be conducted. The research includes estimating and probing deep into its internet business model, putting forward well-grounded explanations, and illustrating its possible future development routes.