facebook非官方粉絲專頁之經營研究－以某網路公司為例

A Study on Business Operations of Unofficial Facebook Fan Pages ─ A Case Study of a Internet Company

黃志揚(Chih-Yang Huang)

指導教授 ： 張文華

國立臺北科技大學/管理學院/工業工程與管理研究所/碩士(2011年)

摘要

近年來竄起的社交平台網站臉書(facebook)，除了擁有驚人的會員成長數外，粉絲專頁在該平台中也是特有的文化，至今已超過63萬個粉絲專頁，其會員成長速度也迅速增加中。如何經營粉絲專頁對於網路行銷及虛擬社群來說，是相當重要的課題，但國內外針對粉絲專頁的相關研究不多，故本研究將利用資料收集、深度訪談、歸納整理與研究分析等步驟深入了解社群經營者如何經營非官方粉絲專頁之實際操作手法及了解其獲利模式。研究結果顯示：1. 若想成功經營非官方社群，成立初期勿思考如何從中獲利。2. 建立非官方社群時，須先了解不同族群特性以訂定經營策略。3. 社群命名深深影響會員是否加入非官方粉絲專頁之意願。4. 建置社群後應先充實粉絲專頁之內容，而非辦活動招募會員。5. 非官方社群經營者之發文內容及保持中立角色，會影響粉絲分享的動力。6. 社群經營者提昇內容正確度及有趣度，不發垃圾訊息及廣告，並留意發文時機與發文頻率，讓粉絲產生高黏著度而不易退出社群。7. 非官方粉絲專頁創造營收之獲利方式可分為四種，分別為導購、協助其他企業經營粉絲專頁(代管或顧問)、流量產生的廣告點擊、賣廣告版面給廠商做公告。

關鍵字

臉書 ； 非官方粉絲專頁 ； 粉絲團

並列摘要

Facebook is a recently launched social networking website. In addition to its astonishing growth in the number of members, fan pages on this service are also culturally unique. While the growth rate of its members is rapidly increasing, there are already over 630,000 fan pages. It is a very important issue to know how to run and manage fan pages for online marketing and virtual community. However, this information is lacking both in Taiwan and abroad. Therefore, this study collated and analyzed data and interviews to gain in-depth understanding on how group administrators run unofficial fan pages, what their practical approaches are, leading them to making profit. The results showed: 1. In order to successfully operate an unofficial page, do not think about making profit at the initial stage. 2. While establishing an unofficial page, first understand the characteristics of different ethnic groups to formulate business strategy. 3. The choice of the group name will deeply affect the willingness of members to join the unofficial fan page. 4. Once the page has been established, rather than organize events to recuit members, first the fan page should be enriched with information. 5. Site content provided by unofficial fan page administrators should be maintained neutral as this will affect the sharing rate by the members. 6. The group administrators should provide site content with high degree of accuracy and also of great interest. They should not send out spam or advertisements. In addition, they should also pay attention to the time and frequency of postings, so that members will grow more attached and are less likely to leave the group. 7. Unofficial fan page can make profits by four different ways: providing shopping guide, assisting other businesses to run their fan pages (host or consulate), flow generated by ad clicks or advertising by selling banners to other companies.

並列關鍵字

facebook ； unofficial fan page ； fan page

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