社群媒體的行銷方案對產品銷售的關聯性-以Ｇ公司蛋捲產品為例

在疫情爆發的時間點，加速了電子商務的成長及成熟，快速發展，透過社群活動接觸廣大的客人群體，成為品牌方唯一能與客人溝通的管道，所有品牌會優先選擇入門快速有效的社群媒體，Facebook成為品牌首要的傳媒工具，最主要的原因是Facebook是社群生態鏈的最原始開發者，也是用戶最多元的園地，成熟發展、快速優化行銷工具的功能化開發，以及數據庫最完整的網路溝通媒介。在社群媒體搭配行銷活動方案，再導入電子商務買賣的流程上，是本次消費行為探討的重點，並逐一驗證有效的行銷方案，在來回討論出未來的營運方向。在大量的銷售數據中，行銷的方案推動了消費者一系列的體驗購物行為模式，以及互相影響到點擊數、訂單數、營業額的結果論證，係而從184則樣本數中獲取2021-08年2022-01年「G蛋捲品牌」新開的電子商務平台一連串策略的數據資料探討，正好也搭上了電商成熟期，有了顯著的資料可以回推營推廣銷方案。研究結果顯示，電商平台買賣所回推的行銷方案中，有助於提升整體營業額及曝光度的有免運、禮盒商品、投放廣告、意見領袖、好吃的產品圖，以上皆為顯著效果。本研究可以提供品牌方評估銷售行銷方案之參考依據。

關鍵字

Facebook ；行銷；電子商務；經濟分析

並列摘要

During the outbreak of the pandemic, it accelerated the growth and maturity of e-commerce, leading to rapid development. Brands began to engage with a wide customer base through social media activities, making it the primary channel for brand-customer communication. All brands prioritize selecting social media platforms that offer quick and effective entry. Facebook became the foremost media tool for brands, mainly because it was the original developer of the social ecosystem and the platform with the most diverse user base. Facebook has matured and optimized its marketing tools and functionalities, as well as possessing the most comprehensive database for online communication. The focus of this discussion on consumer behavior lies in combining social media with marketing campaigns and integrating them into the e-commerce buying process. Valid marketing strategies are systematically validated, and the future direction of operations is discussed. Among the vast amount of sales data, marketing strategies drive a series of consumer shopping behavior patterns and influence metrics such as clicks, orders, and revenue. This discussion draws data from a sample of 184 cases, specifically exploring the data from the "G Roll Brand" new e-commerce platform launched between August 2021 and January 2022. It coincides with the maturity of e-commerce, providing significant data for analyzing marketing and promotional strategies. The research findings indicate that among the marketing strategies implemented by e-commerce platforms, the following factors contribute to increasing overall sales and exposure: free shipping, gift box items, advertising campaigns, influencer endorsements, and appealing product images. This study can provide brand owners with a reference basis for evaluating sales and marketing strategies.