Slide 1

1. ID 1510300997 (1)2. ID 1510313743 (10) 3. ID 1510320755 (19)

AD 410 Section 3911

Google (Archie) 1990 1993 -1996 130 600,000 WWW Wanderer

.. 1996 Google Project Larry Page Sergey Brin Standford Search Engine 15 .. 1997 www.google.com Google

Larry Page

Google Google Palo Alto Silicon Valley

"Google" "Googol" Milton Sirotta .. 1938 1 0 Search Engine Googol Google Google

(blogger) () 40 9/11 AOL Time Warner Google

Google

Google 80% Google NASDAQ GOOG "Dutch Auction" IPO 100,000 85 Google 30% paper-millionaires Google Google "...You can be serious without a suit." "...You can make money without doing evil." "...Work should be challenging and the challenge should be fun. Google

1998 10,000

Google Search Engine Altavista .. 2000 keyword Google Text Google

.. 2003 Google Googleplex Amphitheater Parkway Silicon Valley Google Pyra Labs webblog Google Google News

Google

Google

Google

Google Google 7 1998 1999 3,000 5

Google

Google Google google pop-up google

(Cost per thousand model-CEM)

google google 2

Adwords Adsense (display ads)

Adwords google

Adsense Adsense Adsense google

google google google

.. 2012 19.5 ..2007 10 google 3.2 12

google google google cross-promotion Gmail google search books

google google google

google 100 google google 10 google

google Chrome Chrome Google Android Google Book Google Earth 360 ()

google- Google Image Google Map - - Gmail - Google News- 4,500 - Google Streets - Google Talk - YouTube

Google Google Google semantic web Google Google Google

Google MySpace Adobe Google G1 Android iphone - white spaces Wi-Fi white spaces Google

Google

google Glocalization Think Global ,Act Local google Identity , Image google

Product Strategy Product Standardization Google Hi-tech pricing Strategy Standardized Distribution Strategy Direc Involvement google google

Google

Google 28

(Geocentric) google traditional global company Google

! , , Yahoo! Directory, Yahoo! Mail, Yahoo! News, Yahoo! Photos (Jerry Yang) (David Filo) 1994 2 1995 !

! 412 ! 3.4 !

(1994-1996) 1994 "Jerry's Guide to the World Wide Web" () 1994 "Jerry's Guide to the World Wide Web" "Yahoo!" ! Gulliver's Travels Jonathan Swift: , , Yahoo! "Yet Another Hierarchical Officious Oracle" URL akebono.stanford.edu/yahoo 1994 ! 1 1 1995 ! 12 1996 ! IPO (initial public offering) $33.8 2.6 13 "" EBSCO Old Town Canoe Co. - !

(1997-1999)! 90 ! (Yahoo!) , (MSN) , (Lycos) , (Excite)

8 1997 ! (Four11) (Rocketmail) Yahoo! Mail ClassicGames.com Yahoo! Games (Yoyodyne Entertainment) Inc. 12 1998 28 1999 ! (GeoCities ) (eGroups) ! Yahoo! Groups 28 2000 ! Yahoo! Messenger 21 1999.

(2000-2001)3 2000 ! 475 16 ! 101.4 (962,140 ) CNBC ! 50/50 6 2006

Yahoo! Yahoo!

35

Yahoo! Yahoo! Internet Service Yahoo!

Yahoo!Yahoo!Globalization () Yahoo! Yahoo!

Yahoo! Attitude ad copy THERES A NEW MASTER OF THE DIGITAL UNIVERSE YOUIts Y!ou EmotionalexcutionYahoo!Yahoo! Yahoo!

Amazon 1995 (Jeff Bezos) Amazon Amazon 2000 Amazon 20 160 Amazon CD VDO Amazon Amazon zShops

Amazon 2

Amazon (New) (Used) (Second hand) 1. 2. 3. 4. electronics5. 6. 7. 8. 9. 10. 11.

OnlineZ shops web site

online 1999 Amazon Amazon Mazon Auction zShop Ebay's zShop (storefornt) (Back-end) Amazon 350

online Amazon online 0.10 Pro 39.99 40,000 0.10 0.05 2 search Z shop 0.01- 25 5% 25.01- 1,000 1.25 + 2.5% com 25 1,000.01 25.63+ 1.25% com 1,000

1999 Amazon 2 1. online Amazon Pets.com, Homegrocer.com, Drugstore.com Pets.com Homegrocer.com Amazon 135 2000 Amazon e-commerce 2001 Target, Circuit City, Borders Amazon e-commerce web Amazon

Z shops Yahoo! MSM Amazon A Z Guarantee Amazon Amazon Amazon Z shops 39.99 40,000 0.10 Amazon 0.01 25 5% 25.01 1,000 1.25 25% Commission 25 1,000.01 25.63 com 1.25 % 1,000

Z shops Z shops Amazon Amazon Payment web com Amazon Amazon Z shops Amazon Amazon Amazon

web Amazon

Z shop Amazon Amazon Amazon online 1-Click process online online online Amazon

web AmazonAmazon Target ToyRUs, Office Depot Circuit City Technology Amazon web web Amazon Amazon NBA WNBA

Amazon Key Word Amazon search engine Amazon Amazon Amazon websearch engine Amazon search engine Google Amazon.com Google MSN LiveMSN Live search engine Amazon Google Amazon Amazon Alexa Google Amazon Google

Amazon eBay.com Google Google search A9 Alexa Amazon Google Amazon Google Google Yahoo Yahoo Netscape

Amazon Oracle (Web Application) (Database) (Human Resource) (Finance) database

Amazon Amazon Amazon

Amazon Amazon 2 1.

Amazon 2. Free Super Saver Shipping 25$ Amazon Third Party 25$ 25 $

(Market Value)

Amazon .. 2549 (.. 2006) 10.710

1 (E-wallet) Gift Ideas

online Amazon US web US Amazon web 5 , , ,

AmazonU.S.A---

() Amazon Seattle online US Amazon Amazon New Castle, Coffeyville, Lexington Campbellsville Amazon 4 Tacoma, Grand Forks, North Dakota Huntington outsource US.

() Amazon web web web Amazon online internet Amazon Amazon outsource () Nippon Express outsource Assured Logistics Amazon Amazon + Mars ton Gate Orleans Bad Hersfeld

() Slough () , Regensburg Sapporo Amazon US.

Amazon online 1999 2000 Amazon Amazon online Search engine Amazon 2

2002 Amazon 5 TV. Diego Piacentini Amazon TV.

, , , Amazon

Amazon internet (data mining) () e-mail Amazon Amazon.com Alerts web

(ISP) internet AOL Search engine Google Amazon + website 9 website Amazon (Amazon.com Associates program) Amazon web TV. Amazon internet software Amazon e-mail search engine Google Amazon web page online Amazon Amazon web Amazon 25

4 PProduct StrategyProduct Adaptation (Discretionary Adaption) Amazon Standarization

4 PPricing StrategyStandardized Place StrategyIndirection Invement amazon Nippon Express Assured Logistics

4 PPromotion StrategyAbove the line Amazon Above the line TV Radio Newspaper Below the line Internet CSR E-mail (Direct market) Sales Promotion

amazon Multinational Model Amazon ( )

Glocalization amazon

2

internet service

internet service internet service 2 brand sanook Yahoo Merger acquisition amazon google amazon google google amazon Internet Service

Global Strategy Glocalization local strategy

Global Strategy Brand brand Glocalization

4 PProduct Strategy Product Adaptation Internet Service internet internet internet Internet Service

4PPricing Strategy Standarized Distribution Strategy Indirect Involvement Internet Service