共創經濟網路平台行銷新觀點

隨著網路頻寬的速度增加，實體與虛擬的空間及份量越來越近，同樣拜網路所賜，消費者的身分變得不只有購買商品的單純行為而已，他們可以評量、推薦、甚至可以從簡單的消費者變成銷售者，這樣的一個身分的轉變，已經是目前大環境都在進行的一個行銷策略模組。本文欲探討，如何運用共享經驗的模式，開始洞察人類最基本對於資訊的掌控與擴散，透過這樣的擴散行為後，將有可能產生一個雙贏的市場機制—“共創經濟”，讓品牌與行銷人及消費者的關係，因為網路的發展有了微妙的關係。台灣是一個保養品製作非常成熟的國家，如何用共創的行銷方式，讓擁有完整製造能力的我們，可以快速地將品牌中的聲量擴散出去，是本文欲探討深究的觀點。

關鍵字

共享經濟；品牌；消費者行為；策略管理；信任；體驗行銷；共創經濟

並列摘要

With the continuous growth of bandwidth usage, the distance between physical reality and virtual reality has became shorter. Similarly, online shopping consumers have became not only pure consumers but a promotor of merchandises through writing comments and recommending the products. This swift of identity is a current marketing strategy model. This article would like to explore how to use this ＂sharing experience＂ model to begin to understand the basics human control over information and spread of information. Such expansion is possible to create a win-win market mechanism called ＂co-creating a total economy.＂ In turns transforming the relationship between marketers and consumer because of the development of Internet. Taiwan is a matured skin care products market place, therefore how this ＂co-creating platform＂ marketing model could help quickly spread out the brand voice. This is the point of view to be explored in this article.

並列關鍵字

sharing economy ； brand ； consumer behavior ； strategic management ； trust ； experience marketing ； create economy ； co-create ； co-create marketing

參考文獻

Alex Stephany (2015). The Business of Sharing: Making It in the New Sharing Economy. England: Palgrave Macmillan.

Marcus Felson, & Joe L. Spaeth (1987). Community Structure and Collaborative Consumption: A Routine Activity Approach. American Behavioral Scientist, 21, 614-624. doi:10.1177/000276427802100411

Raymond Vernon (1966). International Investment and International Trade in the Product Cycle. The Quarterly Journal of Economics, 80 (2), 190-207.

2016 台灣執行長50 強(2016 年4 月)．哈佛商業評論全球繁體中文版．取自https://www.hbrtaiwan.com/event/2016twceo/ceoList.php