Evaluation of business value--A case study of Google

近年來，Google 成為全球最夯的企業。Google 何以迅速開始獲利並保持獲 利，幾乎從未面臨困境？在全球競爭者眾多的情況下，Google 憑靠什麼而快速崛起，穩坐全球搜尋引擎的龍頭，遙遙領先第二名的對手？Google 是否是真的無懈可擊呢？Google 的成長模式以及策略行為，成為一個相當值得探討的議題。 企業的策略行為，往往會因為公司所擁有的資源以及能力而有所差異。Google 在短短的數年之間，從一小型公司，變成全球最有價值，研發能力最強大，全球工作者最嚮往之跨國企業。在不同的階段，經營策略也會有所不同，因此，對於Google 成立至今經營策略的變化，也是值得探討的。 過去在衡量企業的績效，往往著重於各種財務性指標，或是企業的產品研發 能力。但是單從這兩方面，很難清晰地描繪出企業的實際營運績效以及其真正的價值。非財務性的指標往往才能衡量企業的競爭力及真正的價值所在。 本文以Google 為個案研究對象，透過仔細探討Google 的發展歷程，分析其 總體策略，人才管理措施以及產品創新，配合其績效、成本以及獲利的分析，以期完整評估Google 的企業價值。此外，本文也探討Google 的各項併購行為，發現Google 於不同時期之發展方向與被併購之目標公司有非常大的相關性。最後，本文亦解析Google 在知識資本以及人力資源等重要層面之經營策略，以評估Google 之經營優勢及劣勢。本文旨在透過對個案公司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一個參考樣本。In recent years, Google had become the hottest company around the world. How could Google maintain profitability and nearly never faces any difficulty? The key purpose of the research is to discuss the key factors of Google when he faces the critical environment of multi-competitors. Is Google a perfect model of the search engine company? The growth model and strategy are worth discussing. The strategic behavior of a company depends on its own resource and capability.Google, the most valuable company and the most innovative business, has been attracting the first-rate talent in the world during these years. It is interesting to discover the change of the business strategy in a rapid development company like Google. The related research in the past years, scholars try to measure the performance of the company from the financial indicators, or the innovation degree. But these indicators may not fully describe real value and the performance of a company. Non-financial indicators are the key factors to create the competitiveness and theirreplaceable value. The major axis of the research focuses on the development history of Google. By analyzing the overall strategy, the human resource management, the innovation of the products, and the verification of the performance, costs and the profits, this research try to draw a full-range analysis of Google’s Value. Besides, we also discuss the mergers and acquisitions of Google. From these activities, Google gain lots of knowledge capabilities and talents. Through the analysis of the evolution process of Google’s business model, the research shows some implication that could be used as guidelines for other internet platform companies when they need a reference for their business model