社群媒體運用於企業對企業行銷成效之探索性分析

Exploring the Effectiveness of Social Media in Business-to-Business Marketing

田寒光(Han-Kuang Tien) ； 張宜平(Yi-Ping Chang)

《行銷科學學報》 18卷1期 (2022/04) Pp. 35-60

https://doi.org/10.53106/181666012022041801002

摘要

互聯網的發展導致了全球市場的開放。隨著社群時代的來臨，企業與客戶之間的交流是透過許多新興社群媒體進行的。因此，透過社群媒體與用戶互動並建立關係非常重要。產品和服務資訊的快速傳播，甚至對競爭對手和潛在目標市場的了解，已成為企業對企業（Business to Business，B2B）行銷人員不可忽略的一環。全球的貿易模式在疫後正逐漸發生變化。貿易模式造成的訂單碎片化已經與傳統模式大相徑庭。許多國外研究報告表明，B2B企業可以透過運用社群媒體為核心行銷管道取得突破和進展。而大多數B2B公司仍處於起步階段，因為許多B2B從業者仍然不確定是否或如何有效地使用社群媒體。因此，本研究嘗試在商業運用發展的背景下探討「B2B環境中的社群媒體」現象，增加對於B2B在社群媒體行銷方面的理解與運用。本研究以質性研究（Qualitative Research）作為研究方法，研究對象是行銷領域中的顧問專家及B2B廠商運用社群媒體行銷超過五年的企業主管。採用質性研究能獲得更深入的了解，並從中發現及說明瞭解B2B行銷中如何使用社群媒體。研究歸納出以下之結論：（1）提升品牌價值，透過內容行銷策略提供專業知識，強化品牌競爭力；（2）創造內容價值，持續發佈實用的內容資訊，累積人脈、信用及收益；（3）增加客戶價值，客戶參與創新過程以產生連結。

關鍵字

B2B ； 社群媒體行銷 ； 品牌知曉 ； 顧客關係 ； 內容行銷

並列摘要

The development of the internet has led to the opening of global markets. With the advent of the social age, the communication between companies and customers is through many emerging social media. Therefore, it is very important to interact with users and build relationships through online social media. The rapid dissemination of product and service information, and even understanding of competitors and potential target markets, has become an important part of Business to Business (B2B) marketers. Global trade patterns are gradually changing after the epidemic. The fragmentation of orders caused by trade model is already very different from traditional one. Many foreign research reports have shown that B2B companies can make breakthroughs and progress by using social media as their core marketing channel. In order to reach customers, companies have invested in the ranks of social marketing, grabbing the attention of consumers. Most B2B companies are still in their infancy, because many B2B practitioners are still unsure whether or how to use social media effectively. This study uses qualitative research as the research methods. Focusing on interviewing consultant and experts and corporate executives of B2B vendors who use social media as marketing channel for more than five years. We summarize the conclusions as following: (1) Promote brand value, Provide professional knowledge through content marketing strategy to strengthen brand competitiveness; (2) Create the value of content, Continue to publish useful information to accumulate contacts, credit; (3) Increase customer value, Customers participate in the innovation process to generate connections.

並列關鍵字

B2B ； Social Media Marketing ； Brand Awareness ； Customer Relationships ； Content Marketing

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