快速發展的網際網路,促使社群網站的興起。目前Facebook 已成為最大與最流行的社群網站。Facebook 涵蓋許多功能,如社交、遊戲、粉絲專頁或資訊分享。其中Facebook粉絲專頁成為企業或名人最受歡迎的功能。透過 Facebook社群平台的高社交性,Facebook 將一般網路廣告與社交訊息結合為社交型廣告。為廣告商開闢了一個嶄新的行銷方式。故如何在Facebook上投放廣告才可以達到最大的效益,找出成功的廣告投放策略並創造有效的網路行銷組合,為本研究的目的與方向。 本研究首先透過文獻資料收集與整理,進而深入瞭解Facebook廣告投放的基本操作,並整理出Facebook廣告投放策略之考量因素;使用文線整理之考量因素進行個案分析與專家訪談,收集專家的資訊,最後使用內容分析,整理與歸類出Facebook廣告投放策略。
Rapid development in internet stimulate, the social platform occurrence in the internet. Facebook has become the biggest and the most popular social platform to day. Facebook involves in a lot of functions, for example, conversation, game, fans page and sharing information. Facebook fans page is the most popular function for Enterprise and Star. Because of its high sociability, Facebook Advertisement that contains Internet advertising and social information. It created new Marketing methods for the advertisers. This study is concerned about how to achieve the biggest profit through advertising on Facebook. Therefore, the purpose of this study is to find out the successful advertising strategy and create the effective internet marketing. Firstly, this research reviews literature in the relevant fields. Secondly, this study focuses on the way Facebook Advertising function operations, in order to come up with conclude three strategy structures. Thirdly, this paper proposes a partially close-ended question questionnaire to collect feedbacks from responses the chosen experts. The last, this research uses Content Analysis to produce a strategy concerning Facebook Advertising.