網際網路事業經營模式與策略之探討

A Study of Internet Business Model and Strategy

10.29704/JDIT.200612.0006

邱展謙(Chan-Chien Chiu)；鄭益興(I.S. Cheng)；柯重焜(Chorng-Kuen Ke)

網際網路 ； 經營模式 ； 經營策略 ； 電子商務 ； internet ； business model ； electronic commerce ； business strategy

大漢學報

21期（2006 / 12 / 01）

89 - 110

繁體中文

經營模式(business model)代表事業體的一種經營理念與競爭方式，而網際網路的興起改變了它的內涵，產生新的經營模式。網際網路事業經營模式(Internet business model; iBM)則藉資訊科技與網際網路，以增加現有產品／服務的額外價值，或提供新產品／服務的方法，來協助創造價值與獲取利益。思考如何利用網際網路事業經營模式特質，來取得企業優勢與獲取利潤，已經成為企業界及學術界關注的議題。由於網際網路快速變動的特性，因此，每個成功案例其經營模式和策略有所差異，鑑此，本研究建構網際網路商業經營模式，並彙整企業商業模式之要素衡量，及網際網路經營模式績效指標，最後，提供後續之具體建議與發展方向。

The business model represents the way firms run the business and compete in the market. The emergence of Internet technology has transformed the context of business, and generated new form of business model. Internet business model (iBM) help firms gain additional value from existing product/service, or provide innovative product/service to create value and gain profit via Internet technology. There has been much attention by practitioners and academics focusing on the features of Internet business model in order to gain competitive advantage and make more profit. However, the dynamics of Internet lead to the individual difference for each successful business case. The purpose of this study is to explore the components and performance measurement used in Internet business model and to provide suggestions for future research.

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