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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
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林裕得2008M__Google演進中經營模式結構之探索性研究.pdf
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