探討社區營造與社群行銷間關係之研究

摘要學號：N10965018 論文名稱：探討社區營造與社群行銷間關係之研究總頁數：106頁學校名稱：國立屏東科技大學系別：高階經營管理碩士在職專班畢業時間及摘要別：110 學年度第 2 學期碩士學位論文摘要研究生：謝紫縈指導教授：蔡展維博士論文摘要內容：目前在經營社區的改造方式極其盛行，但許多案例在社區營造完成後卻未能見其有進一步的發展，經過長時間觀察後我們發現居民參與度及對外曝光度不足，以致在文化傳承洗禮上，無法向外傳遞之主要因素。然而社群經營在商業領域中為行銷之重要手段之一。本研究之研究目的在於探討社群行銷對社區營造之影響，進而勾勒出社區營造中社群經營之雛形。在研究方法主要以行動研究法為基礎，並以「內埔鄉」社區發展為研究標的，探討社群行銷與社區經營間的關係。關鍵字：內埔鄉、社群經營、社區經營

關鍵字

內埔鄉；社群經營；社區經營

並列摘要

Abstract Student ID： N10965018 Title of thesis：A study on the relationship between community and community marketing Total page：106 pages Name of Institute：Executive Master of Business Administration, National Pingtung University of Science and Technology Graduate date：July, 2022 Degree Conferred：Master Name of student：Hsieh,Tzu-Ying Adviser：Dr.Tsai Chan-Wei The contents of abstract in this thesis： Renovation methods are currently extremely prevalent in operating communities，But many cases fail to see further development after the completion of community building，After a long period of observation, we found that residents' participation and external exposure were insufficient，As a result, in the baptism of cultural heritage，The main factor that cannot be transmitted to the outside world。However, community management is one of the important means of marketing in the business field，The purpose of this study is to explore the impact of social marketing on community building，Then outline the prototype of community management in community building，The research method is mainly based on the action research method，And take the community development of "Neipu Township" as the research object，Explore the relationship between community marketing and community management. Keywords：Neipu Township, community management, community management