探討Facebook廣告行銷之研究 : 以 B2B製造業A公司為例

隨著資訊科技的進步，網路社群媒體的普及，社群媒體廣告取代了以往傳統的電視廣告與平面廣告，亦改變了使用者觀看廣告的模式，因此廣泛影響著企業營運和個人生活，許多企業選擇將傳統行銷和社群功能轉移到網路社群媒體，相較於B2C企業運用網路社交媒體所帶來的效益，傳統 B2B 市場中，銷售人員多以面談、E-mail 或電話作為廠商及顧客的溝通管道，而交易模式的變化，銷售人員的工作變得更具挑戰性。隨著網路社群媒體的盛行，B2B 企業也開始使用網路社群媒體作為行銷工具，以因應市場趨勢和企業需求，以社群網路發佈的便利性跟立即性，促使顧客群透過點擊廣告加速品牌訊息的傳播，使得其在行銷方面的效益更加顯著。因此，本研究目的在於探討 B2B 企業如何應用 Facebook 粉絲專頁的廣告內容訴求類型對溝通效果的影響，觀察投放於粉絲頁的內容經營成效，藉以達到更好的社群媒體推廣和營運效果。本研究採問卷調查的方式及實驗法進行資料蒐集，受試者條件以 B2B 產業中的內部夥伴關係、外部顧客關係、供應商合作關係等潛在客戶群，針對不同客群之性別、年齡、工作類型、合作關係等進行調查。研究結果顯示，B2B 企業運用Facebook廣告行銷，對於投放哪些類型廣告具吸引力與最常使用的社群平台及社群媒體的功能等是有正向顯著影響；於廣告介入後對業績具相關顯著性。企業藉助公域流量積極傳遞內容訊息，強化行銷推廣力量，建立永續顧客關係，連結更多潛在顧客。本研究之結果有助於本產業實務應用，所提出適當之建議方案，作為學術研究及企業實務之參考。

關鍵字

行銷策略；企業對企業；社群媒體； Facebook

並列摘要

With the advancement of information technology and the widespread popularity of online social media, social media advertising has replaced traditional television and print advertisements, thus altering the way users engage with ads. It also widely affects business operations and personal lives, many enterprises have chosen to transfer traditional marketing and social functions to online social media in order to provide more marketing tools and increase their sales. As the increasing popularity of online social media, many B2B companies are also using online social media as a marketing tool to respond to market trends and corporate needs. With the convenience and immediacy of disseminating information through social networks, customers are encouraged to accelerate the spread of brand messages by clicking on advertisements, thus enhancing their marketing effectiveness. Consequently, the purpose of this study is to discuss how B2B enterprises to use Facebook social media management to improve corporate marketing, and to observe the content operation effect of fan pages, so as to achieve better promotion and operation effects of the community. The research conducted by using a questionnaire survey on the gender, age, type of work, and partnership of different customer groups. The result shows that B2B enterprises use social media marketing to have a positive effect on which types of advertisements are attractive and the most commonly used social platforms and social media features. Enterprises actively disseminate content messages through public domain traffic, strengthening their marketing and promotional efforts. After the intervention of advertising, it shows a statistically significant growth in performance and establishes sustainable customer relationships, which could connect with more potential customers. The results of this study contribute to practical applications in this industry by providing appropriate recommendations, serving as references for both academic research and business practices.