Business Strategies of Web Search–A Case Study of Google

• Main Authors: Jian-Jung Ying, 應建中
• Other Authors: 江炯聰
• Format: Others
• Language: en_US
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/66635844176744064922

碩士 === 國立臺灣大學 === 商學研究所 === 94 === This thesis is a case study of the Internet giant Google. It will describe the development and evolution of the Web search industry and discuss Google’s success factors: a perfect fit of opportunity, resources and team. With its success in Web search in terms of superior technology and large number of users, Google developed AdWords, its Internet advertisement services, to turn its user traffic into revenue. Then it developed AdSense to build up Google Network to expand the reach of audience. Google’s business model is based on the connection of networks of Internet users, advertisers, and content providers. By aligning the interests of these three networks, its technology can service a large group of customers. As a result a positive feedback effect appears, making Google an Internet giant. Followed by strong competitors, particularly Yahoo! and Microsoft, Google advanced aggressively along its path to fulfill the mission of “organizing the world’s information and making it universally accessible and useful,” in other words, to be an “information agent” of everyone around the globe. Google also invested 30 percents resource in other areas such as free Web email, Blog, and VoIP, in order to maintain long-term growth and secure its customer loyalty.