口碑行銷與網路社群經營模式分析-以BIKEID為例

Word-Of-Mouth Effects Marketing and Online Community Conducting－An Example from BIKEID

吳勉(Mien Wu)

指導教授 ： 蔡政言

淡江大學/商學院/國際商學碩士在職專班/碩士(2010年)

https://doi.org/10.6846/TKU.2010.00234

摘要

隨著Web 2.0的時代來臨，網路上的服務、內容和行為，會透過大量的參與者所共同決定。因此，電子口碑（E-WOM）的影響也會愈來愈大。而Web 2.0時代最容易被識別的特徵之一就是網路社群的崛起。社群除了可以將使用者的意見與想法傳遞在網路上，更可以讓興趣相投的網友交換意見並了解彼此的觀點。現在，有許多企業充分利用此特性，發展出跟以往不一樣的商業模式與應用服務的創新，加強企業與消費者的溝通，製造更多的話題。
現今社群網站的經營手法裡，早已跳脫傳統的行銷模式，不斷延伸出許多新型的行銷手法，以各式不同的數位形態操作，網際網路世界中的社群儼然是後現代消費市場上所不容小覷的一群消費者。值得一提的是，線上消費者會在做出購買決策前，採信同儕的意見或建議，而這也就是為UGC（user-generated content）之影響力會不斷增加的主因，遠超出傳統的線上廣告，不論透過社群購物網站或部落格都可見識到線上評鑑與電子口碑的盛行，消費者們會在產品銷售的初期，與數以百計志同道合的網友，一同交換產品意見、使用心得與經驗。然而真實世界中的口碑是藉著少數人，凝聚在一起，眾口鑠金而成的，而電子口碑則須經由網站社群來傳遞，以網站社群的方式發展、執行，網站社群也因此成為口碑行銷的媒介，藉此達到行銷的目的。
本研究的研究目的是希望透過文獻的整理及實際對BIKEID公司的觀察，除探索網路社群的口碑行銷手法與經營模式分析，以提供其經營者欲採行相關參考價值。經本次研究發現歸納建議：各產業應該建立網路社群經營機制，藉由口碑行銷方式建立良好的品牌形象。
網路社群經營為創新產業，因應各產業的特性，可能具備不同的思維，未來的研究者可以根據行業別為變數，深入探討並比較各產業思維及作法的差異性，進而歸納出其成功模式，可依實際變數作參考，有助於企業行銷決策的判斷。

關鍵字

網路社群 ； 口碑行銷 ； Wbe 2.0 ； 長尾理論

並列摘要

Approaching the era of Web2.0, the services, contents and behaviors on the network will be decided by a large number of participants, so Electronic Word of Mouth is getting more important. In the era of Web2.0., emerging cyber community is one of the discerned characteristics. The cyber community not only helps the users transmitting their opinions and ideas on the network, but also helps the cyber pals who have congenial tastes exchanging their opinions and understanding each other’s viewpoints. Now, many enterprises use this characteristic fully and develop different business models and innovative services in order to strengthen the communications between the enterprises and the consumers, and create more relevant topics.
Managements of cyber communities nowadays, different from the traditional marketing patterns, extend many new marketing techniques unceasingly. Cyber communities become a numerous consumers in the modern consumer market through different cyber operation. It is worth to mention that the cyber consumers accept their associates’ opinions and suggestions before the purchase decision-making. It is also why the influence of UGC(user-generated content) increases unceasingly, and it surpasses three times of traditional on-line advertisement. It is obviously to see evaluating on-line and electronic word of mouth being in vogue by shopping on the website or blog. At the beginning of marketing, numerous of friends online who have same interests exchange their opinions, experiences and commons. In the reality, word of mouth is established by few people, but e-WOM is transferred by the websites of cyber communities. The websites of cyber communities become the medium of E-WOM in order to achieve the goals of marketing.
The purpose of this research is to seek out the marketing of WOM and analysis of management models by reorganizing the records and observing the BIKEID in order to provide the relevant valued suggestions

並列關鍵字

Online Community Conducting ； Word-Of-Mouth Effects Marketing ； Wbe 2.0 ； The Long Tail

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