線上社群的經營之個案研究

A case study of the management of an online community

張欽(Chang, Chin)

指導教授 ： 王俊程

國立清華大學/科技管理學院/服務科學研究所/碩士(2015年)

摘要

近年來，由於網際網路蓬勃發展與網路社群之普及，如何有效經營線上社群來為企業品牌加值與透過社群機制操作產生大量網路口碑，已成為企業所關注之焦點。本研究以個案探討的方式，深入研究華為手機社群，藉以探討下列兩個問題：
• 如何提升社群成員參與度
• 社群討論版塊有效經營手法
本研究透過社會網路分析，提供另一種面向了解社群運作。研究發現，線上社群機制與社群成員參與程度相關，當獎勵機制所包含面向越多元，使用者之社群黏著度也隨之提高。另一方面，根據文獻得知網軍與影響力人士之影響力顯而易見，因此歸納出網軍/影響力人士指標與預測模型，並找出其如何幫助潛水者作出貢獻。而上述研究發現所做出之歸納，可以為管理者提出經營社群之建議。
關鍵字: 網路社群、社群經營、口碑行銷、社會網路分析。

關鍵字

網路社群 ； 社群經營 ； 口碑行銷 ； 社會網路分析

並列摘要

In recent years, due to the rapid growth of the Internet and the rising popularity of online community, how to effectively manage an online community for corporations and how to generate high volume of eWOM through community mechanisms, has become the main focus of the firms. In this study, a comprehensive case study of Huawei Fans Club was used to learn how to improve member’s’ participation and how to efficiently manage online communities.
By using social network analysis, this study provides a different aspect of online communities in terms of its operating method. It was observed that members’ participation is highly proportional to its diverse rewarding system as well as its royalty to the community. Moreover, according to the literature reviews, it is obvious to see how influential these cyberwarfares had become in the society. Therefore, these indicators and prediction models were made to help lurkers to contribute more in the community. The above-mentioned findings can advise the forum staff to manage the community.
Key words: Online community; Management of community; Word-of-mouth promotion; Social network analysis

並列關鍵字

Online community ； Management of community ； Word-of-mouth promotion ； Social network analysis

參考文獻

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