過去的研究學者認為創新產品與市場績效之間有直接的因果關係，但事實上，一個創新的產品仍需要搭配一個適合創新產品的經營模式，企業才能得以獲利，搜尋引擎產業剛好提供這樣的論述。而在定義一具好的搜尋引擎，本文運用了消費者決策模式中的內外部搜尋，做為分析其產品品質好壞的理論基礎，探討中分析出一具好的搜尋引擎，須具備效率性、完整性與精準性。
本文在分析Google公司與其它搜尋引擎後，再探討所搭配的經營模式，來試圖解釋其背後營運假設與產品定位。從中發現到，Google不僅提供較好的搜尋引擎品質，其所搭配的Adwords與Adsense經營模式，徹底運用到搜尋者搜尋背後的搜尋意圖，即可以分門別類的提供廣告主選擇所欲行銷對象，大幅提升廣告的效益，也提升了搜尋者搜尋的品質。

In the past, many researchers have studied about the relationship between new product and market return, but in fact, a new product must still fit a suitable business model, therefore, corporation can make profits, and it provides these inferences in the search engine industry. In order to define what is the good search engine, this paper uses consumer decision model of the consumer behaviors, and analysis what is good and bad by internal and external search behavior. As a result, analysis three factors in good search engine : efficiency, complete, and precise.
After studying google and other competitors, this paper analysis the business models, in order to try to explain its business assumptions and production positions. The paper found google does not good search engine, but it uses to fit its model ‘Adsense and Adwords’. Google understands completely the intentions behind the searchers. It provides different intentions to advertisers, they can choose targets they want to promote , in order to raise their advertiser effectiveness , and increase the quality of the search.

一、中文文獻與網站
1. Yahoo Finance：http://finance.yahoo.com/q/is?s=GOOG&annual
2. Google homepage： http://www.Google.com.tw/
3. Google search result ：http://www.Google.com.tw/search?complete=1&hl=zh-TW&q=%E6%95%B8%E4%BD%8D%E7%9B%B8%E6%A9%9F&meta=
4. Google Adwords：
https://adwords.Google.com/select/starter/AdStatus?campaignId=18943836
5. Google Adsense：
https://www.Google.com/adsense/login/zh_TW/?hl=zh_TW&sourceid=aso&subid =ww-zh_TW-et-ads&medium=link
6. 應建中，搜尋引擎網站之經營策略研究－以Google為例(2006)，台灣大學商
研所
二、參考書目
1. 林建煌 消費者行為 2005
2. 謝文雀，王志剛 消費者行為 1985
3. Battle, John, 搜尋大未來 2005 九月
4. Blackwell Roger D., Miniard Paul W. andEngel James F. Consumer behavior
2001
5. Chris Anderson長尾理論 2004
6. Economist, London, 2003 and 2004
7. Vise A. David, Malseed Mark 翻動世界的Google 2006 三月
三、英文文獻
1. Amit Raphael and Zott Christoph (2001), “Value creation in e-bussiness ” Strategic management journal.
2. Beatty, S. E., ＆Smith, S. S(1987). “External search effort: An investigation across several search categories”, Journal of Consumer Research.
3. Ingrid Hsieh-Yee (2001), “Research on web search behavior” Library＆Information Science Research.
4. Kraut, R., Patterson, M., Lundmark, V., Kiesler, S., Mukopadhyay, T.,＆Scherlis, W.(1998),”Internet paradox: A social technology that reduces social involvement and psychological well-being?”, American Psychologist.
5. Muylle Steve, Moenaert Rudy and Despontin Marc (1999), “A grounded theory of world wide web search behavior ” Journal of marketing communications 5 141-155.
6. Peterson Robert A. and Merino Maria C. (2003), “Consumer information search behavior and the internet ” Psychology and Marketing, Vol.20.
7. Osterwalder Alexander and Pigneur Yves (2002), “An e-business model ontology for modeling e-business” 15th Bled Electronic Commerce Conference.