探討社群經營與品牌行銷間之關係研究

面對2020年COVID-19的大爆發，「社群平台」成為企業最重要的行銷手段，由於社群的高互動性與的高使用率，加速了品牌投入經營社群。有關社群的過去研究，多偏重經營策略與成功關鍵因素的探討而忽略了準備開始要跨入社群經營領域之前須要做足哪一些功課？因此本研究嘗試導入品牌行銷之概念建構一『社群平台經營之行銷準備』基本架構，並透過行動研究法實際參與經營「Hi內埔」之粉絲專頁，深入探討社群經營之事前準備對社群平台經營之影響，並從實作過程發現『社群品牌建構之思考模型』利於基本架構之規劃，探討中證實『社群平台經營之行銷準備』基本架構，未來可以做為實務界發展社群品牌的參考。

關鍵字

品牌行銷；粉絲專頁；行銷準備；地方品牌；社群經營

並列摘要

In the face of the outbreak of COVID-19 in 2020, "community platform" has become the most important marketing method for enterprises. Due to the high interaction and high utilization rate of the community, brands have accelerated their investment in the community. In the past research on the community, more emphasis was placed on the discussion of business strategies and the key factors of success, while ignoring what homework needs to be done before entering the field of community management? Therefore, this study attempts to introduce the concept of brand marketing to construct a basic framework of "marketing preparation for community platform management", and through the action research method, it actually participates in the operation of the fan page of "Hi Neipu", and in-depth explores the pre-preparation of community management. The influence of community platform management, and found from the implementation process that "the thinking model of community brand building" is beneficial to the planning of the basic structure, and the discussion confirmed the basic structure of "marketing preparation for community platform management", which can be used as a practical community development community in the future. Group brand reference.