企業運用網路社交媒體發展關係行銷策略之研究-台灣市場的探索性研究

How to Develop Relationship Marketing Strategy on Social Media? –An Exploratory Study in Taiwan.

郭聿升(Yu-Sheng Kuo)

指導教授 ： 吳克

健行科技大學/商學院/國際企業管理研究所/碩士(2009年)

https://doi.org/10.6824/UCH.2009.00064

摘要

現今網路的普及性已經使它成為許多人日常生活的一部分。隨著網路科技的日新月異，網際網路使用者也從原本從事的簡單網路活動，例如收發email以及瀏覽網頁等，發展到使用較為複雜的網路應用服務，例如部落格與社交網站。網際網路已經演進成為一個具有使用者共創內容的新紀元，而這個新紀元被通稱為Web 2.0時代。Web 2.0的應用服務通常也被稱為網路社交媒體服務，例如YouTube, Facebook以及無名小站等，這些服務為企業創造了一個新的應用平台來行銷以及推廣產品與服務。然而，網際網路的興起以及網路應用服務的創新並沒有改變企業對於想要與顧客建立長久且穩定關係的需求。雖然網路社交媒體服務的重要性以及創新性最近已經造成空前熱烈的討論，許多企業並且已經開始運用網路社交媒體平台來發展關係行銷策略，然而學術上對於此相關議題的研究進展與實務上企業實行的現況卻仍然有著一部份的落差。
因此，透過本研究希望達到以下三個目的：首先，了解目前企業在台灣使用網路社交媒體平台來運作關係行銷策略的現況為何。第二，找出企業在挑選合適的網路社交媒體平台來發展關係行銷策略時，影響挑選結果的關鍵因素。第三，歸納並整合出企業如何在與顧客建立關係的不同的關係發展階段中，使用不同合適的網路社交媒體服務與功能來達到每一階段的目標。經由深度訪談個案，本探索性研究整理出三個會影響企業在挑選合適的網路社交媒體平台來發展並實行關係行銷策略時，所需考量的關鍵決定性因素。此外，本研究也依不同的關係發展階段，歸納出一個企業實務上可行關係發展模型，並且呈現出每階段可供企業使用的網路社交媒體平台及功能。

關鍵字

網際網路 ； 網路社交媒體 ； Web 2.0 ； 關係行銷 ； 關係發展階段

並列摘要

Internet has gained popularity and become part of daily life for most of people in today’s world. With the rapid advancement of Internet technology, Internet users also change their online activities from using basic Internet functions, like emailing and webpage browsing, to involving in more interactive applications, like blog and social networking site. Internet has evolved into a new era with the characteristic of user-cogenerated contents and the new era is generally called “Web 2.0.” In Web 2.0 era, the increasing usage of new internet applications, which are also called “social media,” such as YouTube, Facebook, and Wretch have created a new platform for companies to market and promote their brands and products. However, the emergence of the Internet and social media does not change a firm’s fundamental need to establish strong and stable customer relationships. Although the newness and innovation characters of social media and its importance have been discussed fiercely, and the concepts of implementing relationship marketing strategy have been put into practice among businesses, there is still a gap existing between academic research and practical operation.
Therefore, this study intends to achieve the following three objectives: examining the current situation of using social media as a tool/platform to implement relationship marketing strategies among businesses in Taiwan; finding out factors affecting the choice of selecting proper social media to implement relationship marketing strategies; and figuring out how can businesses integrate different social media functions into the development of relationship marketing strategies practically. Through the exploratory study conducted by adopting in-depth interviews, we found out three factors that would affect the decision of selecting social media and set forth a relationship development model that can be implemented on social media. In addition, we also drew a conclusion arguing how business can use different types of social media and their functions in each stage of relationship development model separately, to develop a viable relationship marketing strategy on social media.

並列關鍵字

Internet ； Social Media ； Web 2.0 ； Relationship Marketing ； Relationship Development Process

參考文獻

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