臺灣博碩士論文加值系統

從2000年網路公司泡沫化後，到2005年後相關Web2.0網站的崛起，網際網路產業似乎又重啟了一股新的獲利契機，然而市場上也不免有再次泡沫化的質疑，本研究認為好的經營策略透過專業經理人的適切執行，將會具體的從財務報表上展現出來。本研究試圖針對全球網際網路產業，透過杜邦恆等式分解出的財務指標，以統計的方法，找出企業的資源運用構型，進而透過策略群組的分類，歸結出優勢群組的企業資源運用方式，進而反推出隱藏在財務報表後面的關鍵競爭優勢。

From Dotcom companies’ bubble flops in 2000 to the Web2.0 websites raises in recent years , it seems that the good time of Dotcom companies is coming by. However , the challenges of web2.0 business model never stop. This thesis tries to cover the global internet industries to figure out the key competitive advantage of well-performance companies. It is believed that good business strategy will reflect on the financial balance sheet ,and this thesis tried to use “du Pont identity” to get financial indicators and use static’s method to find out the resource configurations and management abilities of Dotcom companies. Then, analysis the strategic groups to find out the key competitive strategy behind the financial balance sheets.

摘要 I
英文摘要 II
致ˉˉ謝 III
目ˉˉ錄 IV
圖目錄ˉ VI
表目錄ˉ VII
一、ˉ緒論 ( INTRODUCTION ) 1
1.1ˉ研究動機 1
1.2ˉ研究目的 1
1.3ˉ研究範圍 1
二、ˉ文獻探討( LITERATURE REVIEW ) 3
2.1ˉ網際網路產業 3
2.2ˉ企業競爭優勢 3
2.2.1ˉ產業結構學派 3
2.2.2ˉ資源基礎學派 4
2.3ˉ企業策略及績效 4
三、ˉ產業回顧 ( OVERVIEW OF INDUSTRY ) 6
3.1ˉ網際網路服務業的定義 6
3.2ˉ網際網路服務業產業回顧 6
3.2.1ˉWeb 1.0 時期 6
3.2.2ˉWeb 2.0 時期 8
3.3ˉ網際網路產業鏈概述 13
3.4ˉ樣本企業概述 13
3.4.1ˉ網路平台解決方案 13
3.4.2ˉ服務供應商 13
3.4.3ˉ資訊/內容提供商 13
3.4.4ˉ電子商務網站 14
四、ˉ研究方法 ( RESEARCH METHOD ) 15
4.1ˉ研究理論 15
4.1.1ˉVPC模型 15
4.1.2ˉ杜邦恆等式 15
4.2ˉ研究框架 16
4.3ˉ研究流程 17
五、ˉ實證結果與分析( RESULTS AND DATA ANALYSIS ) 18
5.1ˉ因素分析（Factor Analysis） 18
5.2ˉ集群分析（Cluster Analysis） 20
5.3ˉ研究成果 23
六、ˉ結論與建議 ( CONCLUSION ) 27
6.1ˉ延伸之管理意涵與市場趨勢 27
6.2ˉ研究限制及後續的研究建議 28
參考文獻 30
附錄一ˉ樣本公司概述 32
附錄二ˉ樣本公司之策略群組列表 33
附錄三ˉ本研究之財務分析指標定義及管理意涵 36
附錄四ˉ本研究提及之財務名詞解釋 37
附錄五ˉ網際網路服務產業各策略群組2004-2006營運績效領先之公司 38

中文文獻

1. 唐瓔璋，2009年，「企業診斷與經營分析–行銷戰略篇」，國立空中大學。

2. 唐瓔璋、劉芬美、黃寶慧，2007年，「輕資產戰略與營運績效關係之研究－以台灣企業為例」，管理學報，第24卷第1期，75-91。

3. 黃志斌，2006年，「全球半導體產業景氣循環下之競爭優勢分析-資源基礎觀點」，元培科技大學經營管理研究所碩士論文。

4. 廖淑婷、周文卿，2007年，「從Web2.0趨勢看網路大廠經營模式研究」，財團法人資訊工業策進會資訊市場情報中心(MIC)。

5. 周文卿、周樹林、陳樺誼，2006年，「網路消費行為與商機模式研究」，財團法人資訊工業策進會資訊市場情報中心(MIC)。

6. 彼得．寇韓(Peter S.Cohan)著；李永年、丁惠民譯，2005年，「網路事業獲利模式指南(Net Profit：how to invest and compete in the real world of Internet business)」，遠擎管理顧問公司。


英文文獻

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