內容行銷在短租平臺應用研究：以Airbnb為例

A Applied Research about Content Marketing in Short Online Rental Platform

曾惠珠(Hui-Chu Tseng)

《修平學報》 40期 (2020/03) Pp. 19-37

摘要

web時代下，資訊搜索和傳播的便捷性使得消費者不再被動地接受企業的推式行銷，更傾向於主動去搜尋所需要的資訊，這使內容行銷策略應運而發展。儘管內容行銷成為熱點備受關注，但其在行銷領域尚屬新概念，其相關研究更多聚集於概念和其具體內容方面以及講故事這一維度的探究分析，對其他維度尤其互動參與這一維度的行銷效果及內容因素的深入探究尚為匱乏。與此同時，全球短租民宿Airbnb的中國本土化發展也開始採用內容行銷這一策略，但其更多地聚焦於講故事維度，而在互動參與方面較為缺乏。遂本研究主要基於其他學者針對互動影響因素的探究結果以及內容行銷成熟度模型，並結合Airbnb的互動參與案例，對互動參與和品牌影響以及消費者使用意願的邏輯關係進行假設，並通過資料分析進行驗證，最終基於資料分析結果提出相關行銷啟示。

關鍵字

內容行銷 ； 互動參與 ； 品牌影響 ； 使用意願 ； Airbnb

並列摘要

In the era of web, the convenience of information search and spread makes consumers compared with passively accepting information from enterprise, preferring to actively search for the information that they need, which makes pull-based content marketing strategies evolve. Although content marketing has become a hot topic, it is still a new concept in the field of marketing. Its related researches are more concentrated on the concepts and its specific content as well as the dimension bout the story analysis. However the in-depth exploration of marketing effectiveness and content factors about the another important dimensions especially the interactive participation is still lacking. At the same time, the localization development of Airbnb, a global short-term rental hotel, has begun to adopt the content marketing strategy but it focuses more on storytelling dimensions and lacks in interactive participation. This study is mainly based on the results of other scholars' interactions and the content marketing maturity model,meanwhile, using the Airbnb's interactive participation case to hypothesize the logical relationship between interactive participation, brand influence and consumer willingness, and validates it through data analysis. Finally, based on the results of data analysis, relevant marketing inspirations are proposed.

並列關鍵字

Content Marketing ； Interactive Participation ； Brand Influence ； Usage intention ； Airbnb

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