團購網站應用Facebook進行社群行銷

Apply Facebook as a Marketing Tool by Group-Buying Sites

陳顯任(Hsien-Jen Chen)

指導教授 ： 梁朝雲

元智大學/資訊學院/資訊傳播學系/碩士(2011年)

https://doi.org/10.6838/YZU.2011.00075

摘要

近年來BB2C團購快速竄紅，全世界掀起了一股團購網站的熱潮，這股熱潮從美國的 Groupon 網站開始，向全世界延燒。台灣團購產業亦是有相當多業者陸續加入戰局，資策會產業情報研究所（MIC）表示，全球及台灣的網路購物業者紛紛發展團購業務，台灣團購市場規模2010年達到71.6億元，2011年可望達到90億，可見團購於台灣網購市場相當火紅。

　　本研究採以文獻分析以及深度訪談的方式，針對臺灣的團購網站業者GOMAJI 、 Yam 揪便宜、愛評嚴選團購、拜客團購、臺灣拉手網等五家公司及六位購買過BB2C團購商品之消費者，進行社群行銷分析研究。從團購網站的角度探討其應用社群網站進行行銷的原因，以及哪些原因最具行銷成效，並提供團購業者在應用社群行銷工具進行網路行銷時的建議。另一方面訪談團購消費者，透過消費者團購消費經驗，進一步分析團購網站社群行銷策略之適用性。

　　研究發現以銷售為行銷目標的團購網站來說，社群並非適合的經營管道。網路社群是個虛擬人際互動的空間，因此了解消費者真正需求更為重要，對於品牌經營業者來操作較為合適，社群平台有助於拉近品牌與消費者之間距離，且最直接能讓口碑效應擴散。應是透過社群互動的方式，瞭解消費者真正的需求，根據他們的需求，團購網站可以提供更符合需求的服務與商品，如此才會是一個正向循環的關係。

關鍵字

團購 ； 社群行銷 ； 網路行銷 ； 消費者行為

並列摘要

In recent years, the shopping models of BB2C(Group-Buying) are all the rage and has grown world-wide rapidly, this trend starts from Groupon in US to every country in the world, and there are quite a few entrepreneurs in Taiwan have joined the battlefield continually. MIC indicates that E-Commerce in Taiwan and global has developed Group-buying business in abundance. The Market Size of Group-Buying in Taiwan has reached 71.6 hundred million, the number in 2011 might reach 90 hundred million in prospect, all the statistics shows that the popularity of Group-Buying in Taiwan.

Case methodology and depth interview are used in this research, the objects of study includes six consumers that have used BB2C websites for group purchasing, and five Group-Buying sites as blow: Gomaji, Yam, ipeen, Buyker and Taiwan Lashou. The research approaches from Group-Buying sites’ angles, discussing the reason they use community websites as marketing promotion path, figuring out the most efficient reason and providing advices of community websites marketing to Group-Buying entrepreneurs; on the other hand, through the interview of consuming experiences, the research analysis further about the applicability of Group-Buying sites using community websites as marketing device.

The research has found that community websites are not proper operation tool for those Group-Buying sites whose marketing purposes are products selling. The community websites are fictitious space for interpersonal interaction, they are also conducive to decrease the distance between brand and consumers, and could help to popularize the reputation among consumers directly. To synthesize above advantages, the community websites are better for those business models that require Brand Management. The suggestions for the Group-Buying sites are as blow, knowing what consumers really need via community interaction, providing services and products which are cater to consumers ‘needs, so that it is likely to form a positive circulating relationship between the entrepreneurs and consumers.

並列關鍵字

Group-buying ； Social Media Marketing ； Internet Marketing ； consumer behavior

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