網路行銷與社群經營策略研究－以汽車音響公司為例

在網際網路與科技產品不斷推陳出新之下，對於新創企業品牌，在知名度、行銷預算有限情況下，善用網路通路行銷自我，是新創品牌的最佳選擇。現今品牌講求精準行銷，不只是要精準抓到目標族群，還要能有效的接觸到消費者，只要行銷策略做的對，即便沒有很多預算，也能創造出極大效益。而藉由網路行銷品牌，能使喜愛品牌的消費者串聯在一起，因此時下主流之社群網站，從Facebook、Twitter、Instagram 等，都能成為新創品牌行銷自我的最佳利器。本文即以身為汽車音響改裝店的個案公司為例，透過個案公司經營社群的經驗，說明台灣的企業如何利用網路行銷來提高品牌知名度，與消費者互動，進而提升公司的品牌價值。

關鍵字

網路行銷；汽車音響；社群經營

並列摘要

Under the continuous development of the Internet and technology, for startup companies, with limited visibility and marketing budget, online marketing is their best chance. Today's brands focus on accurate marketing, not only to accurately target the consumers, but also to effectively reach consumers. As long as the marketing strategy is implemented properly, even without a lot of budget, can create great benefits. With social media, loyal consumers can even be connected in a more effective way. Therefore, mainstream social networking websites, from Facebook, Twitter, Instagram, etc., gradually become the best tools for online marketing. This article focus on a case study of a car audio installation company. Through the experience of the case company operating their social media marketing, it shows how Taiwanese companies use online marketing to increase brand awareness and interact with consumers, thereby increasing brand awareness.