隨著網路的普及與行動裝置用戶人數的成長,大眾對社群媒體的依賴性逐漸提升,社群媒體變成消費者與企業的溝通橋樑。因此,企業不僅要在社群媒體上提供消費者在線服務並解決問題,更需利用自家以及競爭對手社群媒體上的資訊作分析來輔助決策,以便快速回應市場變化。本研究提出社群媒體分析架構,並選取三家行動裝置品牌商在臉書社群媒體網站中粉絲專頁的貼文和粉絲的回應,以內容分析法對訊息內容分類然後進行情感分析和數量頻率的分析以及貼文策略分析。研究結果發現(1)三家社群媒體粉絲對產品的評價高低比重,A公司及B公司的粉絲評價以「顏色」、「外型」正面為居多,負面為「發熱」(2)C公司的粉絲評價以「拍照」為正面,負面為「電池」居多(3)貼文策略來說三家的營銷者都是以「圖形影像」、「圖文共鳴」、「產品品牌」為主(4)影響力指標A公司為「角色代言人/代言人」最高(5)影響力指標B公司以「公益行為」為最高(6)影響力指標C公司以「情緒訴求」為最高,進而得知整體營銷者與粉絲的互動程度高低以A公司為最高,研究結果可以提供給行動裝置品牌商作為社群媒體經營和擬定貼文策略之參考。
With the gradual population of internet and the growth of mobile device users, people spend more and more time on social media which become a communication bridge of consumers and enterprise. Therefore, companies not only need to provide consumers online services and solve their problems but also need to compare competitors social media with their own one to response quickly to market changes. This research proposes a framework based on the three Facebook fan pages of different brands mobile devices company to do content analysis by collecting their posts and fans comments. Then, this paper does comments sentiment analysis and frequency analysis. The paper results show(1)The fans of the company have the positive evaluation for “the color” and “appearance issues”;however, they have negative evaluation for the “hot issue” at both company A and B;(2) The fans of company have the positive evaluation for “taking pictures issue”;yet, they have negative evaluation for “the battery issue” mostly at company C;(3)The highest message strategies are ”animation“, “graphics resonance”, and “product brand name” among these firms;(4)The highest impact factor is “spokescharacter/spoke sperson” at company A;(5)The highest impact factor is “social cause” at company B;(6)The highest impact factor is “emotional appeal” at company C. This research results can provide the brand mobile devices companies with reference to manage their social media fan pages.