企業應用Facebook粉絲專頁平台作為行銷工具之個案研究

社群媒體是現今人們溝通連絡的主要管道之一。其中以2004年創立的Facebook使用率最高。由於大量的用戶及快速的消息傳播速度，許多企業開始經營自己的Facebook粉絲專頁來與消費者進行更直接快速的對話與接觸，掀起一股粉絲專頁發燒熱潮。在功能最多，使用上最為便捷的Facebook裡，企業豈會捨得錯過它。鑒於此，本研究主要探索的目的如下：一、探索Facebook粉絲專頁的功能演化，了解企業主對消費者的行銷需求。二、了解Facebook粉絲專頁其滲透力與電子商務結合的現況。三、探索Facebook粉絲專頁對於電子商務行銷的應用層面。本研究將於文獻理論架構中規劃出幾個探討重點：社群網站在台灣的發展、電子商務學理，以及利用Facebook做行銷之相關研究探討。針對文獻內容分析社群網路在現今網路世界裡所帶來的便利以及多功能娛樂，並且探討Facebook開發的粉絲專頁為台灣企業拓展營運，以協助了解Facebook粉絲專頁的必要性。筆者藉由網購品牌─阿卡天使（Archangel）精品真皮包包進行與實體店家品牌的春水堂人文茶館進行訪談研究其Facebook粉絲專頁與電子商務的結合及應用，以了解Facebook粉絲專頁在電子商務與企業曝光方面對企業主造成的影響。研究結果得知Facebook粉絲專頁能為企業帶來更優於官方網站的網路行銷，粉絲專頁的多功能性活化了企業傳遞訊息，利用朋友間的「信任」與「再分享」，成功顯著的提升了企業的曝光率與營運收入。

關鍵字

Facebook粉絲專頁；網路行銷；曝光率

並列摘要

Social Media is one of the main channels of interpersonal communication today. Founded in 2004, Facebook is most used among the global users.Due to the user-friendly functions and the fast news-spreading speed, not only the individuals, but also the enterprises have started building and managing their own Facebook Fan Pages to maintain direct contacts and conversations with the consumers and fans, setting off the agitation of Blog Fever. In view of this, this purpose of this research was to explore the followings: 1. The evolution of Facebook Fan Pages functions,and business understand the marketing needs of consumers. 2. The penetrating effectiveness of Facebook Fan Pages when combined withE-Commerce. 3. The application layers of Facebook Fan Pages upon E-Commerce. This research will map out several key discussion points from the framework of literature theory: The Development of Social Networking in Taiwan, Theory of E-Commerce and Using Facebook as the marketing approach.Aiming at the content of literature and analyze the convenience and versatile entertainment brought by social networking, and explore how Facebook help expand the operation and sales of the enterprises. In order to study how Facebook Fan Pages and E-Commerce are combined and applied to, the author interviewed the Archangel and Chun Shui Tang, the online shopping brand of genuine leather accessories, to understand the impacts of Facebook Fan Pages E-Commerce and public exposure rate caused to the enterprise. The results of this research indicate that the Facebook Fan Pages can help the enterprise bring along much more internet marketing effects than its own official website.The versatility of the Facebook Fan Pages activates the message transition of the enterprise, utilizing the “Trust” and “Sharing” between friends to remarkably increase its exposure and turnover.