社群行銷之行動研究-從五感觀點

新型媒體型態的改變與科技技術的發達，數位化的時代，讓社群逐漸成為我們生活主要的一部份，透過它的便利性與時間距離的不受限等特性，讓企業品牌與消費者之間的互動模式發生改變，更多時候是消費者主動搜尋並找到我們。且近幾年人們追求生活體驗與享受的風潮也更為興盛，使得美學經濟的概念在生活中更為突出，更加講究美感，並重視與品牌所塑造出來之理念、形象、氛圍，以及提供、傳遞給消費者的情緒價值、感官觸動等體驗，因此在識別設計上設計與美感相當重要。然而操作這樣社群溝通管道的模式，在目前的文獻及資料中，大多討論的面向多偏在操作面，較少人去從社群經營整體，在前期需如何規劃，品牌定位等去做設定安排，導致整體成效不佳。因此本研究嘗試融合品牌行銷與美學的觀點，嘗試建立一個經營社群的經營模板，並透過行動研究法，以實際參與建立、經營「四季池上」社群的過程中，從中觀察並深入探討，期望從研究中歸納出五感與品牌的概念如何在社群經營中運作。透過五感的感觀去塑造、連結品牌形象，使受眾對品牌與產品使用產生正面回憶。

關鍵字

社群經營；社群行銷；品牌行銷；五感行銷；行動研究

並列摘要

With the change of new media and the development of technology, the era of digitalization has made the community gradually become a major part of our life. Through its convenience and the characteristics of unlimited time distance, the interaction mode between enterprise brands and consumers has changed, and more often than not, it is the consumers who take the initiative to search and find us. And in recent years, the trend of people pursuing life experience and enjoyment has become more popular, making the concept of aesthetic economy more prominent in life, paying more attention to aesthetics, and emphasizing the concept, image, and atmosphere shaped by the brand, as well as the emotional value and sensory experience provided and transmitted to consumers, so design and aesthetics are very important in identity design. However, in the current literature and data on the operation of such a community communication channel, most of the discussion is oriented towards the operational side, with fewer people looking at the community management as a whole, how to plan in the early stages, and how to set up arrangements for brand positioning, which leads to poor overall results. Therefore, this study tries to integrate the perspectives of brand marketing and aesthetics to create a template for community management. Through the action research method, we actually participate in the process of establishing and operating the "Four Seasons Chihshang" community, and observe and explore in depth, hoping to summarize how the concepts of the five senses and branding can be used in the operation of community management. We hope to summarize how the concept of the five senses and branding works in community management. Through the five senses, we can shape and connect the brand image, so that the audience will have positive memories of the brand and the products they use.