基于扎根理论的搜索引擎公司商业模式创新机理及路径研究——以Google搜索为例
Research on the Mechanism and Pathways of Business Model Innovation for Search Engine Companies Based on Grounded Theory—A Case Study of Google Search

在互联网技术和信息技术日新月异的背景下，信息服务行业竞争格局愈加复杂，商业模式创新成为决定企业竞争优势的关键性要素。本文聚焦搜索引擎行业，总结行业常见商业盈利模式，并以Google作为典型案例，列举其在搜索领域的商业模式创新行为，根据案例资料进行扎根分析，研究搜索引擎公司商业模式创新的机理及发展路径等问题。研究显示：行业结构和制度环境构成了搜索引擎公司商业模式创新的外部环境，核心经营层战略、技术洞见战略和市场定位战略形成了搜索引擎公司商业模式创新的内部战略基础，财务绩效和用户价值通过绩效反馈反向调节搜索引擎公司的商业模式创新行为，在线广告平台、广告联盟、软件生态等构筑了搜索引擎行业的商业生态系统。四者综合作用影响企业的商业模式创新。
Against the backdrop of rapid advancements in internet and information technologies, the competitive landscape of the information services industry has grown increasingly complex, with business model innovation emerging as a critical determinant of corporate competitive advantage. This study focuses on the search engine industry, summarizing common business monetization models within the sector. Using Google as a representative case, it examines the company’s innovative practices in search-related business models. Through grounded theory analysis of case data, the research investigates the mechanisms and evolutionary pathways of business model innovation among search engine companies. Key findings reveal: 1) External Environment: Industry structure and institutional factors shape the external conditions for business model innovation in search engine firms. 2) Strategic Foundations: Core operational strategies, technology vision strategies, and market positioning strategies form the internal strategic basis for innovation. 3) Feedback Mechanisms: Financial performance and user value create reverse-moderation effects on innovation behaviors through performance feedback loops. 4) Ecosystem Architecture: Key components including online advertising platforms, ad networks, and software ecosystems constitute the industry’s commercial ecosystem. The study demonstrates how these four dimensions interact synergistically to drive business model innovation.