搜尋引擎產業創新模式之建構

Toward Building an Innovation Model of Search Engine Industry

10.6504/JOM.2009.26.04.04

趙國仁(Kuo-Jen Chao)；陳文華(Wun-Hwa Chen)；李慶長(Ching-Chang Lee)

搜尋引擎 ； 價值創造 ； 創新 ； 歷史研究法 ； 產業分析 ； Search Engine ； Value Creation ； Innovation ； Historical Method ； Industry Analysis

管理學報

26卷4期（2009 / 08 / 01）

417 - 444

繁體中文

搜尋引擎之前的研究多注重技術面的發展，為了解搜尋引擎創新的重要因素及其創新模式，本文以歷史研究法進行搜尋引擎產業14年的創新發展研究分析，推導出研究命題及搜尋引擎產業創新模式，研究顯示企業除技術創新外，更應注意利害關係人及其彼此間的互動關係與影響；在創新的發展過程中，應注意搜尋引擎創新成長的動力循環，增加與各利害關係人間正向的互動關係及力量，例如「搜尋廣告的創新成功」、「反映使用者的參與及需求」、「B2C服務的垂直整合」及「供應商的合作」間的正向互動；並應減少負向的互動關係及力量，例如「創新對使用者的衝擊」。本研究彌補以往只著重技術相關分析的不足，突顯利害關係人及其彼此互動關係在創新成功的關鍵性。

While most early researches on search engine industry focused on its technical development, here, we tried to analyze the evolution of its business innovation by using historical method. In this research, we define the search engine industry structure and analyze its development phases based on some research constructs. Based on the findings from the historical study, we proposed a conceptual model and several research propositions. Our findings also indicate that besides the technical innovation, interactions and relationships among related stakeholders also play major role on its business innovation development. It is important to point out that the dynamic cycle of the search engine innovation growth should be studied thoroughly. To succeed, search engine companies firstly need to enhance their positive relationships with related stakeholders. Secondly, they should focus on factors that create positive impacts such as successful search advertisement innovation, user participation and needs realization, integration with B2C service, and strategic cooperation with suppliers. Lastly, they should try to eliminate factors that result in negative relation, such as innovation shock to users.

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