以歷史研究法建構搜尋引擎產業創新之概念模式

Abstract

摘要 近幾年來，搜尋引擎不管是在利潤創造還是市場價值創造方面都有相當驚人的表現，「創新」已是高科技產業競爭力的主要來源，而搜尋引擎產業更是高科技產業中，不斷有爆發性創新的佼佼者；不只如此，搜尋引擎的創新往往會對於一個國家的經濟、文化、政治等層面有重大的影響。包含Google、Yahoo!、MSN、eBay、Amazon等廠商，與中、法、日等各國政府紛紛投入大量資源，來參與此產業競爭的同時，確實有必要仔細地對搜尋引擎產業的創新暨其發展做更深入之研究。 過去的研究多過於注重技術面的發展，本研究以歷史研究法進行搜尋引擎產業13年的創新發展研究分析，定義了搜尋引擎的產業架構、分析構面與發展階段，並以上述的研究成果推導出研究命題以及搜尋引擎產業創新模式，這些研究結果提醒我們除了技術的創新之外，更要注意利害關係人及其彼此之間的互動關係與影響，在進行創新的過程中，要注意搜尋引擎創新成長的動力循環：搜尋引擎廠商要創新成功，就要增加和各利害關係人之間正向的互動關係及力量，如：「搜尋廣告的創新成功」、「反映使用者的參與及需求」、「和B2C服務的垂直整合」以及「和供應商的合作」，並減少負向的互動關係及力量，如：「創新對使用者的衝擊」。本研究彌補了以往只著重技術相關分析的不足，突顯了利害關係人及其彼此互動關係在創新發展的重要性。

Abstract

For the past few years, search engine has an impressive performance on the creation of both profit and market value. Innovation has been the main competency of high-tech industries, and that the search engine industry is one of them with most breakthroughs. Moreover, the innovation on the search engine often has a great impact on a country over all aspects of life. As the leading companies including Google, Yahoo!, MSN, eBay, and Amazon, along with national governments such as Chinese, French, and Japanese put a great amount of resource in this industry, it is necessary for us to take an in-depth research on the innovation and development of search engine industry. While previous researches were usually concentrating on the technical development, we adapt the historical method to analyze the innovation development of search engine industry for the past 13 years. In this research, we define the industrial structure, analyzing constructs, and development phases. Then, according to the result mentioned above, propositions and a model were intellectualized. The result also indicates that besides the technical innovation, we need to pay more attention to the interaction and relationships among the stakeholders. During the innovation process, the dynamic cycle of the search engine’s innovation growth should be emphasized. In other words, to succeed, a search engine company needs to enhance the positive relationship with each stakeholder. Factors that create a positive impact include successful search ad innovation, user participation and need realization, integration with B2C service, and strategic cooperation with suppliers. On the other hand, factors that result in a negative relation, such as innovation shock to users have to be eliminated. This research fulfills the incompleteness of previous researches by emphasizing the importance of the role of stakeholders and the interactions within them on innovation development.