本研究目的是探討台灣大企業全球資訊網頁之建置情形，本研究針對 850家台灣大企業，以內容分析法調查這些企業目前網頁建置之情形、網頁建置 之內容、網頁建置之目標、以及重視網頁建置及網頁內容多樣化的企業類型。研 究結果顯示，國內企業網頁建置比例仍偏低，已建置網頁之企業，其網頁內容仍 相當貧乏。而國內企業的網頁訴求對象主要是顧客，支援「產品差異化」的競爭 策略，訊息的傳遞偏重於銷售前對於企業或企業所提供的產品與服務的「知曉」 與「瞭解」階段，訊息的推廣著重「推播」策略，訊息的內容多為靜態且單向， 缺乏動態性與互動性的訊息。研究數據也反應，大規模之企業及資訊密集的產業 較重視網頁的建置及網頁內容的多樣化，然而不論何種產業，國內企業全球資訊 網的功能及多元性仍有待加強，企業亦應更重視全球資訊網的「拉取」推廣策略。

　　　　　The purpose of this study is to examine the status of the WWW established in Taiwan's top 850 companies. The major issues are to investigate the state of home page establishment, to examine the main contents of the home pages, to investigate the goals for home page establishment, and to explore the types of companies which are prone to home page establishment and the content diversification of their home page. Results indicate that less than half of the companies maintain home pages on their web sites. For those companies with a home page, most of them have a low level of content diversification. The contents of the home page for most companies are static and offer only one-way communication. Few companies provide dynamic and interactive information on their web sites. The web sites of most companies support the awareness stage and knowledge stage in presale business activities for communicating to customers. Companies with a home page put emphasis on product differentiation strategies and push promotion strategies. The study also showed that information-intensive industries and companies with larger economic scale have a higher level of home page establishment and content diversification on their home page.