「運動i臺灣」政策Facebook粉絲專頁行銷之研究

本文以運動i臺灣政策粉絲專頁—I運動資訊平台為研究對象，研究目的旨在瞭解其粉絲專頁的貼文發佈狀況及粉絲的互動方式，研究方法為對2016年01月01日至12月31日的貼文進行內容分析。研究結果發現：一、粉絲專頁每個月平均發布49.92篇貼文；二、運動知識宣導及教育類各項指標數據均以影片類最高；體育相關活動宣傳與分享類各項指標數據均以影片類最高；抽獎及徵選活動類各項指標數據均以圖片類最高；其他類平均按讚數、平均留言數及整體互動數均以分享類為最高，而平均分享數最高者為影片類。根據結果分析提出以下結論：一、粉絲專頁有達成較佳的發文頻率；二、粉絲專頁貼文以「抽獎及徵選活動類」的主題及「圖片類」的形式最受粉絲關注；三、「運動知識宣導及教育類」為粉絲專頁成立及發展的主要目的之一，然而卻無法引起粉絲關注及互動；四、影片確實為具吸引力的傳播媒介。最後，根據結論提出建議，對相關單位提供參考。

關鍵字

體育政策；政策行銷；全民運動；社群媒體

並列摘要

This paper is based on Sport i Taiwan policy fans page - iSport information platform as the research object. The purpose of the study was to determine the posting status of the fans page and how the fan interacted. The research method is to carry on the content analysis to the post dated January 1, 2016 to December 31. The results were found: a. Fans page posted an average of 49.92 posts per month; b. Sports knowledge promotion and education classes and Sports activities to promote and share classes of the data are the highest in the film category; Lottery and selection activities classes of the data are the highest in the image category; Other classes the average number of like, messages and the overall number of interactive to share the highest category, and the highest share of the average number of film category. According to the results analysis, the following conclusions are made: (a) Fans page has a better frequency of posting; (b) Fans page posters are the most popular with the theme of ＂Lottery and selection activities＂ and ＂Image＂; (c) Sports knowledge promotion and education classes is one of the main purposes of the fans page creation and development, but it does not attract attention and interaction; (d) The film is indeed an attractive medium. Finally, the suggestions are put forward based on the conclusions, and provide reference for the relevant units.