由於新型態媒體、資訊科技不斷演進，加上多平台、跨螢幕的多媒體使用行為，行銷的領域已逐漸因網際網路、智慧型手機和社群平台的興起有所改變。
本研究主要目的在於探討內容行銷對社群平台經營之影響，透過採取反思式思考行動研究法，實際參與經營「雲霧間的百合山城」粉絲專頁之內容規劃一年，並以行銷準備，實際行動，反思檢討，修正行動，分析探討等五個時期為行動研究週期，深入探索適合於各種商業模式的內容行銷與社群平台經營之理論雛形，以供企業參考或幫助行銷實作者清楚擬定內容行銷之執行策略。
研究結果顯示內容行銷最重要的概念，不僅是創造內容，也不單是依靠手段上的變化以增加內容多樣性，而是根據不同的概念詮釋或手段的優化去營造內容的脈絡，對社群經營產生長遠的助益。

The main purpose of this research is to explore the influence of content marketing on the operation of social Media platform by adopting action research. We actually operate the fan page of "Wutai Mountain city" about one year , and use five periods to discuss the interrelationship between content marketing and social community.
The research results show that the most important concept of content marketing is not only to create content or to rely on changes in means to increase content diversity, but to create a context of content to generate long-term benefits for social community management.

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