欣建築3C社群營運模式初探－虛實整合、內容首要，社群先行、商務永續

Community Operation of 3C Mode in XinArchi: Virtual And Physical Integration Content First Community Operation Business Sustainability

吳宜晏(Yi-Yen Wu) ； 林芳怡(Fang-Yi Lin) ； 何凭融(Ping-Jung Ho) ； 蘇琨峰(Kun-Feng Su) ； 王進坤(Chin-Kun Wang)

《實踐設計學報》 10期 (2016/11) Pp. 12-23

摘要

【欣建築】－XinArchi是「Light and Delight Learning」的輕知識學習分享的平台，是以服務廣大「建築愛好者」等建築社群為宗旨。形式上以臉書粉絲頁「追建築。輕旅行」及網站「欣建築」作為社群的交流，再帶入自辦或與外部單位合作舉辦的講座、國內外建築主題旅行之「建築走讀」、媒體協力及刊物代編等實體活動籌畫執行及相關內容的產出，來形塑建築是旅遊還有人文美學等主題的「虛實整合的立體化社群媒體」，以及架接在旅遊業體驗經濟之上的建築分眾內容平台。本文試從雄獅集團近年來從分眾、興趣、主題等多維度方式，形成「3C匯流營運模式」說明欣建築社群經營內容樣貌，並藉此說明傳統建築產業鏈中，社群媒體所扮演的腳色及其延伸的商業營運模式。

關鍵字

欣建築 ； 媒體 ； 社群經營 ； 3C營運模式

並列摘要

[XinArchi] is a platform sharing ＂Light and Delight Learning＂ with a principle of serving the mass of ＂architecture lovers＂. Based on the manipulation of Facebook fan page ＂Adventure architecture Light travel＂ and web channel ＂XinArchi＂ for the interaction of communities, and physical operations such as forums conducted by ourselves or cooperated with other organizations, architecture-themed travel ＂Architecture Travel＂ domestically and abroad, being a partner providing content in media or print, ＂XinArchi＂ has become a name of ＂A media community with integration of virtual and physical activity＂ and a content platform of mass-decentralization in architecture based on the experience of travel agency. The article is to explain the ＂3C mode＂ operated in XinArchi community through the omni-channel activity experiences such as mass-decentralization, interests and themes. Meanwhile, what is the role of media community in the traditional architecture industrial chain and its extension of business mode will be explained at the same time.

並列關鍵字

XinArchi ； Media ； Community Operation ； 3C Operation Mode