B2B企業應用YouTube等社群媒體影片作為行銷工具的研究，以專業視聽設備企業為例

網路社群媒體的普及與發展，從企業運作到個人生活都深受影響，以至於傳統的行銷與社群功能從實體場域逐漸移轉到網路社群媒體上。目前B2C企業領先眾多產業已經在社群媒體上大幅應用，除了影片格式為主的YouTube外，Facebook、Instagram、Twitter等其他原本以文字、圖片為主要內容格式的各種社群媒體也都導入了影片格式甚至串流直播，不只提供企業更多的行銷工具選擇，由於網路社群媒體所帶來的效益，甚至逐漸取代傳統社群的行銷功能。過去B2B企業大量依賴傳統行銷與社群活動，雖然改變的壓力與誘因都較B2C企業為小，但隨著趨勢愈來愈明顯，現在也愈來愈難自外於網路浪潮，而須順應社會需求開始導入網路社群媒體作為行銷工具。在傳統行銷工具中，影片由於製作成本較高，因而也成為較稀有的內容形式，但由於其更接近實體空間感與接觸體驗的特性，加上目前的影片網路社群上可以免費發布，更能顯出其行銷的效益。本研究因而選定B2B產業中的專業視聽設備企業與其顧客作為研究對象，試圖為B2B企業提出以網路社群媒體影片做為行銷工具的策略建議。台灣專業視聽設備產業中，宏正和圓剛兩間台灣上市公司是極有代表性的企業。前者以B2B產品為主行銷全世界，經營社群媒體多年，也積極運用各種傳統與網路社群行銷工具協助營銷企業各類型專業視聽設備產品。圓剛也是專業視聽設備的國際市場領導者。比較特殊的是，圓剛的產品橫跨B2B與B2C，甚至由於過去主力銷售通路集中於B2C，也讓圓剛相較於較傳統保守的純B2B廠商，更能夠靈活運用網路社群媒體於行銷與社群經營。本研究一方面透過半結構式訪談，試圖找出專業視聽設備通路顧客真正的顧客任務、痛點以及獲益，另一方面選擇上述兩間企業進行個案研究，以次級資料分析法，研究個案企業線上社群媒體的應用方法，並整理出個案企業的價值地圖。透過價值適配，找出有哪些社群媒體影片內容能協助企業價值主張成功適配，也為企業找出哪些低適配的項目可能以社群媒體影片輔助提出可協助適配的企業價值主張。透過上面所述研究方法，並輔佐以B2B與B2C在行銷上的差異的觀察，本研究嘗試整理、研究B2B企業在社群媒體影片的經營，並提供B2B企業在應用社群媒體影片以作為行銷工具上的建議。

關鍵字

網路社群媒體； B2B企業；價值主張；顧客素描；價值適配；專業視聽設備

並列摘要

The popularity and development of Internet social media has largely affected operations of enterprises and individuals’ lives, so that the functions of marketing campaigns and traditional social networks have gradually migrated from offline physical fields to online social media. Currently, B2C enterprises have pioneered among industries to widely apply network social media to their operations. In addition to YouTube, on which video is the main content format, other social media, e.g., Facebook, Instagram, Twitter, etc., whose original main content formats include words and images, have also adopted video and even streaming live broadcast to their richer portfolio of content formats. It doesn’t only provide enterprises with more options for marketing tools, thanks to the extra benefits brought to businesses, but even also gradually takes over the roles traditionally played by traditional social networks. In the past, B2B enterprises deeply relied on traditional marketing and social activities. Although either pressure to change or incentive applied to them has been less heavy than B2C enterprises, along with the trend which is getting more and more obvious, it will become even more difficult for them to get rid of being involved in the Internet tidal waves and have to start applying network social media as their marketing tool. Video, a content format whose past scarcity was due to its higher cost among traditional marketing tools, has shown its outstanding marketing benefits thanks to its sense of space and touch closer to the reality and today’s almost-free publishing cost to the Internet. In this study, professional audio-visual equipment enterprises and their clients are selected as the study objects, and I tried to provide a strategic proposal on how to apply social media video as marketing tool for B2B enterprises. Among professional audio-visual enterprises, ATEN and AVerMedia are two reputable companies publicly listed in Taiwan. ATEN mainly markets B2B products to its worldwide market and has operated social media for years. It has also been marketing its professional audio-visual products with various traditional marketing tools together with network social media. AVerMedia is also an international market leader of professional audio-visual equipment products. A difference is that the spectrum of AVerMedia’s product portfolio crosses from B2B into B2C. Thanks to that its main sales channel has been concentrating to B2C, compared to other traditional and conventional pure B2B companies, we assume AVerMedia is more experienced with and capable of applying network social media to its marketing and social network management even for its B2B products. Based on “value proposition canvas” and through semi-structured interviews, this study is intended to find out, on one hand, the actual clients’ jobs to be done, pains, and gains, and, on the other hand, look into the 2 above-mentioned companies for case study. By secondary data analysis, I studied how the 2 companies apply social media and produce their value maps. By checking whether and how each of the value propositions fits each of the customer jobs, pains, or gains, I sort out how social media video may assist company’s value proposition to achieve fits, and, for the jobs, pains, or gains that are not fit, I tried to propose social media video in the ways probably assisting to achieve further fits. Through the above study and observation on the differences between B2B and B2C marketing, this study is intended to list and propose advices for B2B companies to apply social media video as marketing tool.

並列關鍵字

network social media ； B2B companies ； value proposition ； customer profile ； product market fit ； professional audio-visual equipment

參考文獻

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B2B企業應用YouTube等社群媒體影片作為行銷工具的研究，以專業視聽設備企業為例

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