企業運用社群網路行銷之探討：以汽車業粉絲專頁為例

Discussion on Enterprise Use of Social Network Marketing：A case of Automobile Industry Fan Page

羅郁茹(Ju-Ru Lo)

指導教授 ： 詹智強

朝陽科技大學/理工學院/工業工程與管理系/碩士(2012年)

摘要

本研究以粉絲專頁進行電子商務個案分析。資訊技術的迅速發展，出現多樣化的網路工具與平台，人能透過各種工具藉由這樣的新的資訊學習模式，創造出數萬倍的知識經濟，這樣的商業模式泛稱為電子商務。
本研究在蒐集資料後，列出企業粉絲專頁在Facebook上張貼文章，並加以分析歸納出虛擬社群形成之關鍵成功因素。接著將因素因子篩選套用在企業Facebook粉絲專頁的過程中所採取的行銷策略，確定是否對該台灣地區國產車的商品，是否會造成成員迴響，並進行分析。然後針對行銷策略對於虛擬社群之影響，進行深入的探討。

關鍵字

台灣汽車市場 ； 粉絲專頁 ； 虛擬社群

並列摘要

This work considers the case study of e-commerce on fan page. The rapid development of information technologies emerges Web tools and platforms, through a variety of tools by a new learning method to create several times of economy knowledge. The commercial model is called as e-commerce.
This research is using a data collection method, which posts recommends on the fan page in Facebook, to analyze and summarize the critical success factors for virtual communities. Then we filter significant factors form the enterprise Facebook fan page of the marketing strategy, to determine and analyze the strategy whether it would cause members’ respond from car’s fan page. And then this study discusses the impact of marketing strategies for the virtual communities.

並列關鍵字

Taiwan Automotive Industry ； Virtual Community ； Fan Page

參考文獻

2. Blanchard, A. and Horan, T. ,　“Virtual Community and Social Capital”, Social Science Computer Review, 16, 293-307 (1998).

3. Boyd, D. M., & Ellison, N. B. ,　“Social network sites: Definition, history, and scholarship”. Journal of Computer-Mediated Communication, 13(1), 210–230.(2007).

5. Hagel, J., and Armstrong, A. G. ,　“Net Gain: Expanding Markets Through Virtual Communities. Boston: Harvard Business School Press” (1997).

6. Holbrook, M. B., & Hirschman, E. C. ,”The experiential aspects of consumption: Consumer fantasies, feelings, and fun”. Journal of Consumer Research, 9(2), pp. 132-140 (1982).

7. Kelly, J. ,　“Freedom to be: A new sociology of leisure. New York: MacMillan” (1987).