An Exploratory Study of Blogs Marketing for Small Business

網路部落格在中小企業行銷策略之應用

吳怡瑄(Yi-Hsuan Wu)

《中華技術學院學報》 40期 (2009/06) Pp. 175-193

https://doi.org/10.7095/JCIT.200906.0175

摘要

隨著網際網路技術的發達，部落格成為近年來新興的網路熱門工具，對於消費市場新產品擴散與品牌知名度的傳播，一直扮演著重要影響之角色；本文將網路部落格之特性與企業行銷功能之策略應用，作關連性探討，輔以文獻分析與個案研究進行推論，提出觀念性架構，結果以供中小企業將部落格與行銷策略結合，作為產品推廣工具，與面臨網路行銷決策之參考，有助我國中小企業行銷實務。

關鍵字

網路 ； 部落格 ； 中小企業 ； 行銷策略

並列摘要

Blog's becoming the fastest communications tools and cheapest public relations handles for business. This paper aims to discuss the strategic implications of blogs marketing and proposes the conceptual framework, especially focusing the firm size variable as a key moderator. The roles of blog for marketing functions are different between big and small businesses. Blog has great impacts on SMEs such as boosting company's brand, speeding up the efficiency of product diffusion, improving the communications and maintaining brand-consumer relationship. The valuable findings are investigated by qualitative approach, and the discussion is supposed to be useful for SMEs' marketing practices in Taiwan.

並列關鍵字

internet ； blogs ； small business ； marketing strategy