- 期刊
運動社群媒體行銷－以桃園運動城運動i臺灣粉絲專頁為例
The Study of Social media marketing for Sports: Take Taoyuan Sports City Sports i Taiwan Fan Page as an example
摘要
社群媒體行銷現今已取代過去的傳統行銷方式，在近幾年有大幅度的提升，本研究旨在探討運動粉絲專頁行銷，以社群媒體行銷規劃四個步驟為理論基礎，桃園運動城運動i臺灣粉絲專頁為研究對象，了解其經營概況，所面臨之問題為何，並嘗試提出解決之方法，以達後續修正與改進。研究結論發現：一、針對桃園市民及居住在桃園市的民眾，作為行銷的對象，將粉絲專頁定位在親民且大眾化，拉近與民眾之間的關係；二、將行銷規劃完整擬定，針對目標要達成五項因素：互動、資訊、娛樂、即時、分享，逐一實現在粉絲專頁上；三、陸續增加粉絲專頁貼文的類型，且需要跟上潮流，配合每個時事拍出不一樣系列的影片或照片，並觀察洞察報告，做即時討論與修正；四、在不同時期國人使用社群媒體習慣的改變，將會影響企業或政府在執行行銷時的工具選擇，利用不同的管道來曝光並得到該有的效益，避免變成夕陽產業而措手不及，做好更完整的備案，提高不同社群媒體的接觸族群，藉此提高社群媒體行銷效益。
並列摘要
Social media marketing has now replaced the traditional marketing methods of the past, in recent years has been greatly improved, this study aims to explore the sports fan page marketing, to social media marketing planning four steps as the theoretical basis, Taoyuan Sports City Sports i Taiwan fan page as the research object, to understand its business profile, the problems faced, and try to propose solutions to the follow-up correction and improvement. Research evidence found:1. For the people of Taoyuan and people living in Taoyuan City, as the object of marketing, the fan page will be located in the people-friendly and popular, close the relationship with the people;2. Complete lying your marketing plan for five factors: interaction, information, entertainment, real-time, sharing, one by one on the fan page;3. Increase the types of fan page posts, and need to keep up with the trend, with each current affairs series of different series of films or photos, and observation insight reports, do real-time discussion and correction;4. Changes in the use of social media habits at different times will affect the choice of tools for enterprises or governments in the implementation of marketing, the use of different channels to expose and get the benefits, avoid becoming a sunset industry and caught off guard, do a more complete record, improve the contact of different social media groups, thereby improving the effectiveness of social media marketing.