臉書粉絲專頁應用於東南亞書店行銷：以望見書間書店為例

本研究旨在探討東南亞獨立書店粉絲專頁的行銷目標、建置粉絲專頁的配套措施、經營臉書粉絲專頁的策略及評估其行銷成效。本研究以望見書間書店為研究對象，利用訪談法與內容分析等質性研究方法進行個案研究，將相關資料整理分類後進行資料處理與分析，研究結果顯示：個案書店首先透過良好的組織溝通運作、人力資源調配與充足的軟硬體支援成功地進行內部行銷，由書店同仁一同經營該粉絲專頁。在經營策略方面，由管理員篩選適合發佈的動態內容，掌握適當的發文頻率，另一方面利用各種小技巧成功的增加粉絲人數。透過發佈精彩具話題性的多媒體動態內容吸引粉絲關注與互動，提升粉絲專頁觸及人數，並藉由粉絲專頁的留言、按讚、分享功能與粉絲進行互動行銷。個案書店利用臉書粉絲專頁成功達到建立與粉絲即時溝通的管道、創造書店價值以獲得社區認同以及提高書店能見度等行銷目標。

關鍵字

書店行銷；網路社群；臉書粉絲專頁

並列摘要

The main purpose of this study is to investigate the marketing target of Southeast Asian independent bookstore Facebook fan page, the marketing strategies and effects of Facebook fan page. Using “SEAMi” as a case, this study adopts qualitative research methodology including interview and content analysis to proceed with the case study. After interviewing bookstore staffs and collecting messages on Facebook fan page, researcher arranged and classified data to do data process and analysis. The study has come up with following conclusions: The bookstore did internal marketing successfully by means of well communication within the organization, deployment of human resources and support of hardware and software. Moreover, all the members in this bookstore work together to manage the fan page. In the range of management strategy, page managers selected appropriate theme as content on the fan page, and controlled the frequency of posting content as well. On the other side, page managers use various skills to attract people becoming fans effectively. In order to increase the number of people reached, page managers added interesting multimedia as content to attract fans, and through the like, share and comment functions of Facebook to execute interactive marketing. The bookstore in this study makes Facebook fan page an effective marketing medium for building up an immediate communication channel with bookstore fans, creating the value of bookstore and obtaining community’s support and improving bookstore visibility.