為順應facebook社群網站(Social Network Sites, SNSs)的興起,許多企業紛紛成立粉絲專頁(fan page),卻因經費、經驗與品牌知名度的不足,轉委由顧問業者代為管理,因此顧問業者的操作方式之優劣,被視為粉絲專頁具有競爭力與否的關鍵。加上國內對此研究著墨不多,故本研究將以深度訪談的方式,探討國內顧問業者之操作方式,以解決相關研究的不足與達成瞭解顧問業者操作模式與獲利策略之目的。本文首先調查台灣現階段粉絲專頁顧問產業狀況,其次將彙整國內外文獻經由學者專家的評估和修訂來形成訪談大綱,接著訪問顧問業者所能提供實質性協助方式。在訪談大綱上嘗試以社群策略和管理社群發展關鍵做為基礎,瞭解現今顧問業者在社群策略、會員發展、社群關係與資產管理等層面的看法,最後分析出關鍵操作方式之要素。研究結果顯示,藉由衛星操作的聯推方式是代管業者操作能力最重要之關鍵要素。
To meet the rise of the Facebook social network sites(SNSs), many companies have set up their fan pages. Because of the lack of fees, experience and brand recognition, the companies often entrust the consultants with the management of fan pages. Therefore, the quality of the consultant operation is the key factor to determine whether the fan page is competitive or not. In addition, there is little study on the consultant operation mode and profitability mode in Taiwan, this study will discuss the consultant operations through in-depth interviews to meet the lack of the research. This study first investigates the situations of fan page consultant industry in Taiwan, and then collects the related literature reviews to form the interview outline from the perspectives of experts’ assessments and revisions. Finally, the effective advice on the operations can be provided by the consultants. As for the interview outline, it is also formulated based on the crucial factors of community strategy and community development and management. It is still hoped to understand the modern consultants’ viewpoints on community strategy, member development, community relationship, and assets management in order to find out the factors of the crucial operations. The results show that the key factor for the consultant operation capability is satellite operations.