部落格口碑行銷之建構

The Modelling of Buzz Marketing on Blog

謝易修(Yi-Shiou Hsieh)

指導教授 ： 謝寶泰

國立臺中科技大學/設計學群/商業設計系碩士班/碩士(2009年)

https://doi.org/10.6826/NUTC.2009.00021

摘要

隨著網路環境的遞變，過去在大眾傳播媒體所引用的AIDMA消費者購買行為模式已被AISAS所取代。部落格因為網路而形成，乃至於有部落格口碑行銷的顯著現象。該現象雖能以AISAS來涵括，但尚欠缺較完整的行銷模型描述。援此，本研究藉相關文獻回顧，先以網路消費者行為及訊息傳播模式分析AISAS的各個階段。接著，探究部落格口碑行銷相關論述，並整合口碑行銷、數位傳播管道、部落格媒體特性來建構部落格口碑行銷模型。
本模型以AISAS中的「注意」、「搜尋」、「分享」為部落格口碑行銷的三個主要階段，並為各階段規畫出可行的方法。(一)在「注意」階段，必須製造「話題」，即創造值得消費者談論的口碑題材，其方法有三：建立平台主張、選擇正確的傳播管道、創意的內容規劃。(二)在「搜尋」階段，須進行「搜尋優化」，即搜尋引擎優化，其方法有四：設定有效的關鍵字、使用部落格追蹤工具、社群媒體最佳化、回饋消費者。(三)在「分享」階段，須找尋談論者，即透過意外型代言人協助口碑散播，其方法有三：精準的消費者洞察、應用部落格小工具、經由人氣部落客寫手撰寫推薦文。
針對該模型，本研究析探國內的十個部落格案例以為佐論，顯示該模型的有效性。本研究建議企業參酌本模型，俾建立成功的部落格口碑行銷。

關鍵字

AISAS ； 部落格 ； 口碑行銷

並列摘要

Along the way of the developing of internet environment, model AISAS standing for consumer’s behavior of using media in the internet era has substituted model AIDMA suggested in the time of mass media. Blogging is a result of internet, and then buzz marketing on blog (BMB) becomes a significant phenomenon. Though this phenomenon can be partly covered by the ideas of model AISAS, a profound model BMB is not yet offered so far. Therefore, for constructing it, this study takes the steps as follows. Firstly, review the relevant documents about internet buzz marketing. Secondly, analyze each stage of AISAS with online consumer behavior and message transferring model. Thirdly, outline the model by integrating BMB, digital communications channel and media characteristics of blogging. Fourthly, select examples of different types of blogs to confirm the ideas of model BMB.
Based on model AISAS, model BMB consists of three stages--“attention”, “search” and “share”, and of various methods at each stage. At “attention” stage, to establish platform position, to select accurate communication channel, and to create creative content planning are the three methods for creating some “topics”. At “search” stage, to set valid key word, to use the tracking tools from blog, to optimize the community and media, and to benefit the consumers are the four methods for achieving “search optimization”. At “share” stage, to have accurate consumer insight, to utilize blogging tools, and to write comments and recommendations with the help from popular bloggers are the three methods for accessing the discussants.
In this study, ten domestic samples of different blogs have been checked and analyzed to confirm the validity of model BMB, which is recommended for business to create successful BMB.

並列關鍵字

AISAS ； blog ； buzz marketing

參考文獻

龔仁文等(2006)，WEB2.0，經濟部技術處，台北。

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Chris Anderson(2006), The Long Tail: Why The Future of Business is Selling Less of More, Hyperion, New York.

David Meerman Scott(2007), The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly, John Wiley & Sons Inc, New York.

Emanuel Rosen(2000), The Anatomy of Buzz: How to Create Word-of-Mouth Marketing, Doubleday, New York.