社群商店創業歷程與行銷模式探討-以Instagram烘焙型商店為例

科技的發達促使通訊模式改變，即時便利的通訊工具縮短人與人之間的距離，數位時代雜誌2021年指出全球社群網站活躍用戶總數已達到42億人，社群網站平台的功能服務不斷創新與其他應用產業的擴增，因此許多企業與個體紛紛投入到社群商務的營運。過往對社群商務此一議題的相關研究，多偏重於對社群媒體使用行為面之分析，缺乏對社群商店之創業與經營模式之探討，因此，本研究將透過個案分析方法，針對社群商店中的烘焙型商店的創業、經營模式進行深入探究。本研究之目的為針對社群商務進行資料蒐集及Instagram烘焙型商店進行創業歷程及行銷模式之研究，本研究蒐集了182家Instagram烘焙型商店之資料並選出七家個案進行訪談，得出下列結論: 一、本研究蒐集文獻資料彙整之結果得出社群商務之現況為經由社群媒體來推動，雖然Facebook為註冊帳號人數最多的社群媒體平台，但目前最受歡迎的社群媒體平台為Instagram，且使用族群以女性居多，分享方式以圖片宣傳為主流。二、本研究彙整現有182家Instagram烘焙型商店之創業歷程並進行分類，最終分為四類，第一類為在Instagram創立商業帳號再進行網路販售，第二類為在Facebook與Instagram創立商業帳號再進行網路販售，第三類為Instagram與Facebook創立商業帳號及成立實體商店之後進行實體商店販售，第四類為Facebook創立粉絲專頁再進行網路販售之後成立實體商店最後才成立Instagram商業帳號。三、本研究經實際模擬後歸整出Instagram烘焙型商店創業經營八大步驟與六大經營重點，創業經營八大步驟由創立Instagram商業帳號或加入購物平台、確定主打商品、採用同色調的排版方式、固定發佈貼文及限時動態、從市集中找客群、Instagram廣告精準投放、舉辦抽獎活動到最終Google表單販售商品。六大經營重點分別為找出主打商品、拍攝出吸引人的照片、多與粉絲互動、找出自己的客群、提高曝光度及確認黃金發文時間。目前在Instagram上還有許多剛起步的Instagram烘焙型商店，期許本研究所彙整之創業歷程與行銷模式以及建立之創業經營八大步驟能提供給初期創業之業者一個良好的建立基礎，並做為創業中遇到瓶頸之創業者的解方，讓Instagram烘焙型商店之創業者皆能創立出理想中的商店。

關鍵字

社群商務；創業歷程；行銷模式； Instagram烘焙型商店；經營模式

並列摘要

The development of science and technology has changed our communication modes. Instant and convenient communication tools shorten the distance between people. Business Next pointed out in 2021 that the total number of active users of global social networking sites has reached 4.2 billion. Functions and services of social networking platforms have been innovated. Therefore, many enterprises and individuals have invested in the operation of social commerce. Previous research on the issue of social commerce has mostly focuses on the analysis of social media usage behavior, but lacks discussion on the entrepreneurial process and business models of community stores. Therefore, this study will conduct an in-depth exploration of the entrepreneurial process and business models of bakery stores in community stores through case analysis. The purpose of this study is to collect data on social commerce and do research on the entrepreneurial process and marketing model which bakery shops adopt on Instagram. This study collects data from 182 Instagram bakery shops, selects seven cases for interviews, and draws the following conclusions: First, based on data collected from literature, the current status qua of social commerce is promoted through social media. Facebook is the social media platform with the largest number of sign up account, but currently the most popular social media platform is Instagram. Instagram user groups are mostly women, and the way to promote the mainstream is to share pictures. Second, this study collects and classifies the entrepreneurial process of 182 existent Instagram bakery shops into four categories. The first type creates a business account on Instagram and sells online. The second type creates business accounts on Facebook and Instagram and sells online. The third type creates business accounts on Instagram and Facebook and sets up physical stores for selling. The fourth type creates a Facebook fan page, conducts online sales, sets up a physical store, and finally sets up an Instagram business account. Third, after the actual simulation, this study summarizes the eight steps and six key points of the business model of the Instagram bakery shops. The eight steps of starting a business includes creating an Instagram business account or joining a online shopping platform, determining the main product, adopting the same color typesetting, edit a post and story updates on a regular basis, finding customers from the bazaar, Instagram ads microtargeting, hold raffle, and finally using google forms to sell products. The key points of the six business models are to find out the main products, take attractive photos, interact with fans more, find out your target customer, increase impression and confirm the best time to post. There are still a lot of fledgling Instagram bakery shops on Instagram right now. I hope the entrepreneurial process and marketing model collected and the eight steps of business model constructed by this study can provide a good foundation for early entrepreneurs. Besides, I also hope they can work as a solution for entrepreneurs who encounter problems in entrepreneurship and help entrepreneurs of Instagram bakery shops create their ideal shops.