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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 黃俊堯(Chun-Yao Huang) | |
dc.contributor.author | I-Ning Tu | en |
dc.contributor.author | 杜佾凝 | zh_TW |
dc.date.accessioned | 2021-06-15T00:14:58Z | - |
dc.date.available | 2011-06-30 | |
dc.date.copyright | 2009-06-30 | |
dc.date.issued | 2009 | |
dc.date.submitted | 2009-06-23 | |
dc.identifier.citation | 參考文獻
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/41264 | - |
dc.description.abstract | 搜尋引擎的重要性在現今網路世界日益提升,其中的龍頭--Google,在1990年代末期迅速崛起,之後更一腳踏入Microsoft的營收地盤—免費提供各式線上應用軟體。
為釐清Google成功的關鍵因素、推出各式線上軟體的動機與其自我宣示「非入口網站」的定位是否相矛盾,本研究從Google的競爭優勢與旗下產品線切入,逐一比較其與競爭對手—Microsoft與Yahoo!—的定位異質性,並針對各服務類別,探討其策略意涵及其與競爭對手的攻守形勢,試圖歸納出各行動背後一致的策略軌跡,以利形塑出Google未來面對競爭之際,可能採行的選擇方案。 研究結果發現,在搜尋領域Google雖非先進者,但進入時點奇佳,且先進技術成功串起網路使用者的慣性與廣度、廣告商的刊登意願、內容供應商網站的代為刊播及內容貢獻的循環價值體系,並將演算技術槓桿運用至其他服務;在使用者心目中也因月暈效果,使得搜尋相關或社群服務的推廣更形順利。此外,Google不間斷的推出各式看似不相關的服務,動機不出下列三項:提高用戶的黏著度以利搜尋經驗的個人化,提前針對Microsoft可能利用壟斷優勢進行綁售的防禦性行動,或是尋找下一個可行的獲利來源。最後,搜尋產業的機會點,在於用戶貢獻的社交搜尋,甚至是詮釋行動商務模式、媒合用戶需求的優劣能力,將會是左右未來既有參與者間權力消長的重要變數。 | zh_TW |
dc.description.provenance | Made available in DSpace on 2021-06-15T00:14:58Z (GMT). No. of bitstreams: 1 ntu-98-R94741012-1.pdf: 1978870 bytes, checksum: d44dda9bbab2b6016d21b0685f58061c (MD5) Previous issue date: 2009 | en |
dc.description.tableofcontents | 第壹章 緒論 1
第一節 研究背景與動機 1 第二節 研究目的 3 第三節 研究方法 5 第貳章 文獻回顧 6 第一節 五力分析模型 6 第二節 價值網 8 第三節 資源基礎觀點 10 第四節 SWOT矩陣 14 第參章 競爭優勢分析 17 第一節 五力分析模型 17 一、搜尋廣告媒合產業 17 二、軟體產業 22 三、媒體產業 25 第二節 價值網 28 一、Google 28 二、Microsoft 32 三、Yahoo! 36 第三節 資源基礎觀點 38 一、Google 38 二、Microsoft 43 三、Yahoo! 46 第四節 SWOT矩陣 49 一、Google 49 二、Microsoft 52 三、Yahoo! 54 第肆章 競合分析 56 第一節 階段一:PC革命 (1974~1989年) 56 第二節 階段二:全球資訊網興起 (1990~2001年) 60 一、Microsoft轉戰網路始末 60 二、搜尋引擎發展歷程 63 三、Yahoo!崛起歷程 66 四、Google崛起歷程 68 第三節 階段三:線上廣告的戰爭開打&「開放」風潮漸起 (2002年~) 72 一、搜尋引擎與關鍵字廣告之戰白熱化 72 (一)、Yahoo!進入搜尋市場 72 (二)、Microsoft進入搜尋市場 76 (三)、線上廣告處女地—影像廣告市場 79 (四)、線上廣告競爭的白熱化 82 (五)、企業搜尋戰場 84 二、社群提高用戶黏著度 85 (一)、電子郵件 86 (二)、部落格 89 (三)、社交網站 92 三、輔助性工具提供防禦能力 94 (一)、瀏覽器工具列 94 (二)、桌面搜尋 95 (三)、瀏覽器 96 四、協作與雲端運算概念的體現 99 (一)、個人用戶 99 (二)、企業用戶 100 (三)、電子郵件域名註冊與託管服務 101 (四)、Yahoo!擁抱雲端運算 102 (五)、離線技術正夯 102 五、行動商務—下一個兵家必爭之地 103 (一)、線上地圖 103 (二)、行動商務與行動廣告 103 六、「開放」規格與介面 112 (一)、數位圖書計劃—開放VS封閉 112 (二)、社群之爭—軟體開發平台制定權 112 (三)、行動商務—打破既有廠商的控制權 115 第伍章 結論與未來展望 126 第一節 Google、Microsoft、Yahoo!競爭優勢回顧 126 第二節 線上廣告市場的競局 130 第三節 行動廣告市場的競局—下一個十年成長動能的推手 133 第四節 未來展望 135 一、搜尋成為行銷的新應用 135 二、企業搜尋—代為目錄化企業資訊 提供軟硬體整合服務 136 三、社交搜尋—Web 3.0世代與個人化搜尋之體現 136 參考文獻 138 | |
dc.language.iso | zh-TW | |
dc.title | 線上廣告服務商之競合
---以Google、Microsoft、Yahoo!為例 | zh_TW |
dc.title | Collaborative Competition among Online Advertising and Service Providers
---A Study of Google, Microsoft and Yahoo! | en |
dc.type | Thesis | |
dc.date.schoolyear | 97-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 張重昭(Chung-Chau Chang),池祥萱(Xiang-Xuan Chi) | |
dc.subject.keyword | Google,線上廣告服務商,線上服務競合,線上廣告競合, | zh_TW |
dc.subject.keyword | Google,online advertising and service providers,collaborative competition of online service,collaborative competition of online advertising, | en |
dc.relation.page | 150 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2009-06-23 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 商學研究所 | zh_TW |
顯示於系所單位: | 商學研究所 |
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