國立臺中科技大學社群經營專案

The Project of Social Network Service Management of National Taichung University of Science and Technology

邱義盛(Yi-Sheng Chiu)

指導教授 ： 趙樹人

國立臺中科技大學/設計學院/商業設計系碩士班/碩士(2014年)

https://doi.org/10.6826/NUTC.2014.00055

摘要

近年來「少子化」的影響下，教育部通過「國立大學合併推動辦法」，
在學校規模、學術領域、自籌經費...等的評估下，國立臺中技術學院與國
立臺中護理專科學校，成為台灣技職校院合併成功的首例，於2012 年12
月1 日改名為「國立臺中科技大學」，而學校網站在倉促間上線，承包商
以模組化為由，無法做客製化首頁新聞管理系統，因此產生待改善之問題。

本專案發現四大待改善的現況問題:(一)學校平臺功能不足、(二)校史資
料搜尋不易、(三)較少貼近學生需求、(四)無較親民諮詢管道。在專案研究
當中運用行銷4C(內容Content、情感脈絡Context、關係Connection、社
群Community)、消費者心理AISAS(引起注意Attention、產生興趣Interest、
搜索資訊Search、促成行動Action、資源分享Share)與社群媒體的助益，
提出四種配套措施作為專案執行以予解決現有問題，策略:(一)使用社群產
生關注、(二)建立校方媒體機制、(三)提供目標核心資訊、(四)社群優勢提
供交流。在六個月的專案執行處理中，從校方內容蒐集、校史資料編碼、
資料上傳、活動企劃、社群效益分析，並透過深度訪談的方式，針對學校
不同面向的族群，做為未來學校訊息經營上的探討。

最後在專案成果方面得出四項結論，以及五點建議。結論:(一)全校性
活動，成功吸引學生關注、(二)圖像管理成果，縮短資料搜尋時間、(三)
建構出未來訊息內容經營之關係、(四)制定出社群諮詢服務辦法。建議:(一)
載體與內容同等重要、(二)經營在於長久之計，沒有捷徑、(三)用傳統活動，
建立特色與關係脈絡、(四)行政資源的分配相對重要、(五)良性的互動，有
助於形象提升。

關鍵字

社群經營 ； 學校形象

並列摘要

Under the influence of low fertility and the implementing of Regulation
of National university Consolidation by Ministry of Education as well as the
considering of school scale, academic research and the difficulties of fund
raising, the merger of National Taichung Institute of Technology and National
Taichung Nursing College is the first successful case of merger of
technological and vocational school on Dec 1st, 2012 which named as National
Taichung University of Science and Technology. On the other hand, being
hastily of putting the website online and one the ground of modularity, the
contractor could not provide the customized homepage news -managing
system.

My project has discovers the four difficulties of the condition: first,
platform’s insufficiency; second, an inconvenient research of school history
through the platform; third, the inability of satisfying student’s demand;
fourth, failed to provide consulting platform. During the research, the
Marketing 4C, Content, Context, Connection and Community, and the
Consumer Psychology AISAS, Attention, Interest, Search, Action and Share,
as well as the superiority that social network service medium has in contrast to
the traditional medium was applied in the project to offer the four solutions
for what we had encountered so far: first, tooling the social network service as
the attractor of public attention; second, constructing the official school media
system; third, providing the core information comprehensively; four, utilizing
the superiority of neo-medium, social network service, for communicating.
After the time of executing the project for six months, the school utilizes the
sweet fruit as the foundation for future school platform management by ways
of data collecting, encoding of school history data, information uploading,
activity planning, beneficial result analyzing of social network service and do
the close interview with different groups of platform users.

Finally, four conclusions and five suggestions are proposed. Regarding to
the four conclusions: first, utilizing the school activity as the contractor; for
example, the uploading of school song contest in the platform. Second,
re-arranging the photograph managing system: by coding the exist
photographs to provide an efficient research system. Third, constructing the
future information manage system. Fourth, formulates the consulting
regulation. Referring to the five suggestions, firstly, attach importance to both
medium and content. Secondly, make the overall plan for long-term
development. Thirdly, use traditional activity to build vivid image and
emphasize the school characteristic. Fourth, be aware of the importance of the
allocation of school resource. Fifth, favorable interaction between school and
the platform user is good for bringing about the positive school image.

並列關鍵字

Social Network Service Management ； School image

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