自從網際網路商業化之後，網際網路相關技術以及使用者人數開始有了爆炸性的成長。隨著使用者數量的增加，網路上資訊搜尋以及資料取得之需求急劇增加，因而造就了搜尋引擎產業的誕生。以搜尋引擎公司而言，Google從1998年成立至今，每年皆以優異的成長率表現成長，在短短十年期間（1998年至2009年），已獲得近80%的全球搜索引擎市場之市佔率，且收入高達210億美元。Google的成長提供了公司所需要之資本，而其智慧和技術使企業能快速擴張。因此本研究問題為：當Google的財務狀況改變時，其商業模式如何演進以支持其服務發展的過程？據此本研究建立有機經營系統分析架構，藉以探討Google經營模式演進與環境改變之關係。透過個案分析方法，將Google發展過程分為四時期，收集每一時期Google主要的商業行為，並加以分析。成果包含：有機經營系統分析架構之發展、Google服務平台發展過程之整理與Google經營模式演進之分析。藉由對個案公司之經營模式演進過程之整理，從中尋找出網路服務平台之演進概念，以提供處於不同發展時期之網路公司其經營模式演進時之一個參考範本。 After the commercialization of internet, internet industry grew at an explosive rate in both user population and technology advancement. As the number of users grows, the demand for information search and retrieval over internet increased dramatically, thus search engine industry was born. As a search engine company, Google has achieved remarkably growth since its founding in 1998. In about ten year’s time (2009), Google already obtained nearly 80% of world’s search engine market, with the revenue of $21 billion. The growth of Google has provided the company with the capital, smarts and technology for its expansion. This research examines how has Google’s business model evolved to supports its service development process when the financial resources available to Google changes. Organic Business System Analysis Framework is developed to study the relationship between business model revolution and environmental changes. Case study method is used for in depth study of Google. Google’s development is divided into four phases and data regarding Google’s major business activities for each phase is collected then analyzed with Organic Business System Analysis Framework. This research has three results: 1) Development of Organic Business System Analysis Framework, 2) Description of the development process of Google’s services and service platform, 3) Analysis of the evolution process of Google’s business model. Through the analysis of the evolution process of Google’s business model, this research has find nine propositions that could be used as guidelines for other internet platform companies when they needs to change their business model.
