Web 2.0時代網路發展策略—從整合性關係建立網站之觀點出發

Abstract

這篇論文為研究Web 2.0時代網路競爭發展，特別是從社交網絡服務（Social Network Service）裡關係建立網站的角度出發，更能貼近Web 2.0的思想。並且透過Yahoo! 、AOL、Google、MSN、MySpace與Facebook的社交網絡服務作為個案研討。 首先針對Web 2.0做個簡單的介紹：比較Web 1.0與Web 2.0的差異；研究台灣網絡社交服務的開端，並以此作為標竿學習；探討Web 2.0的特性與Venture Capital的關係。 再來透過網絡效應、鎖定效應與平台競爭作為分析工具，並且把Web 2.0世界的服務從SNS的角度出發作為分析的起點，選取目前網路幾個主要的SNS作為研究對象，並配合主要的營收模式來做未來策略的思考與分析。而目前主要的營收模式為：網路廣告收益、註冊會員費用與交易費用。 從Yahoo! 、AOL、Google與MSN所提供的SNS配合上其他服務，作為目前網路時代競爭的現況，配合上本研究對四者定義的核心競爭力來建議未來發展策略，並比較四者不同之處。 之後再從Web 2.0時代SNS的代表—MySpace與Facebook，來看SNS未來可以提供何種服務與如何成功發展一個SNS。最後再透過六個案例的比較來提出未來發展的建議與推論。

This research is about the cyberspace’s competition in Web 2.0 from the perspective on the relationship-built websites of social network service. We will take Yahoo!、AOL、Google、MSN、MySpace and Facebook as case studies. We will introduce the “Web 2.0” and study the difference between Web 1.0 and Web 2.0. And then we will take the BBS as a benchmark to predict the trend of community. The property of Web 2.0 will show us the new relationship of Venture Capital and the start-up internet companies. Network effect、Lock-in effect and platform are the analytic model of this thesis. We will start from the SNS in Web 2.0 and take the benchmarks in this industry as the studying targets. We will study their business models and the current status of the service to generate the future developing strategies. We will analysis the SNS and other services of Yahoo!、AOL、Google、MSN and take the outcome as current status. This research will give each company some core competences which tie in with the current status we state above. And then we can suggest that each company should take some kind of strategy to develop their service. We will compare the difference of the big four portals in US at the same time. We will take MySpace and Facebook—the famous SNS in Web 2.0—as benchmark to conjecture what new service and business model would come up and learn how to develop a social network service. We will take the six case studies as a whole picture to give conclusions.