創新網路經營策略和競爭優勢之個案研究 – 以Google為例

Abstract

本研究主要探討網路巨人Google成功創新的組織文化、經營策略和競爭優勢。本研究採用個案研究法，先探討Google的組織文化和經營策略，再研究Google的卓越能力、SWOT分析、Porter競爭優勢，以及長尾理論分析。研究結果發現，Google擁有優秀的人力資源、扁平化組織、自由公平的企業文化、小型團隊的工作模式，以及員工可以運用20%的工作時間在自己選擇的專案上，並頒發巨額獎金給想出改變遊戲規則方法的員工，讓Google不斷推出創新產品，留住最優秀的人才。Google以「整理來自世界各地的資訊，方便所有人擷取」為使命，透過搜尋技術PageRank、關鍵字廣告服務AdWords和與合作網站分享廣告營收的AdSense，有效結合網路使用者、廣告贊助商和網站發佈者，讓彼此互蒙其利，形成正向循環效果，為Google成功的經營策略。Google從網路搜尋和廣告等核心產品，延伸到行動網路市場，讓消費者可在不同的裝置上使用Google搜尋引擎和許多免費功能，廣告主也能在不同裝置上購買關鍵字，以持續增加其競爭優勢。

This study aims to explore the successful and innovative organization culture, business strategies and competitive advantages of the internet giant Google. The reseach methods are case study, exploring Google’s organization culture and business strategies, then Google’s competitive advantages by distinctive competency, SWOT analysis, Porter’s generic competitive strategies, and the long tail theory analysis. Results of this study showed that Google has outstanding human resources, flat organization, free and fair business culture, small group, and staff can use 20% of the working time on the special projects chosen by themselves. Google also encourages staff who changes the regular method of business by providing huge bonus in order to release innovative products constantly and keep the most outstanding employee. Google's mission is to organize the world's information and make it universally accessible and useful. Google’s successful business strategies are PageRank searching technology, AdWords keyword advertising service, and AdSense which shares profit with network websites. Google’s business model is based on the connection of internet users, advertisers, and content providers. Google aligns these three networks and appears a positive feedback effect to eachothers. To increase the competitive advantages, Google extends products and services from internet search and advertisement to mobile internet market. This strategy could let users use Google search engine and free functions, and advertisers buy Google keyword services on mobile devices.