休閒農場品牌形象、網路社群經營、行動行銷與顧客忠誠度之研究

A Study on Brand Image,Virtual Community Management,Mobile Marketing and Customer Loyalty of Recreation Farms

張守謙(Shou-Chein Chang)

指導教授 ： 段兆麟 博士

國立屏東科技大學/管理學院/農企業管理系所/碩士(2016年)

摘要

台灣社會經濟發達，民眾生活中不僅關注工作效率，更重視休閒化的生活品質發展，接觸大自然的休閒旅遊已是優質健康生活的重要活動，隨著科技進步，社群網站及智慧型手機App快速普及成為網路行銷的新平台，許多休閒農場亟思在行動行銷活動中，使消費者快速獲取休閒農場的體驗活動資訊與網友評論意見，建立休閒農場品牌形象，展現休閒農場行銷創意與競爭力，進而促進顧客忠誠度，提昇經營成效。

本研究採用多變量分析，主要在探討休閒農場的品牌形象、網路社群經營、行動行銷與顧客忠誠度之間的影響，而根據研究分析結果，網路消費者認為休閒農場的品牌形象、網路社群經營、行動行銷對顧客忠誠度均有顯著影響，其中網路社群經營與行動行銷對於休閒農場品牌形象及顧客忠誠度具有部分中介效果，共歸納出六項研究結論，並提出七項建議作為休閒農場業者實務經營的參考，本研究對休閒農場業者網路行銷策略建議如下：

一、針對目標族群制訂一對一行銷專案吸引遊客。
二、編輯品牌故事增進休閒農場品牌形象。
三、運用網路社群經營粉絲團，推薦休閒農場特色。
四、善用行動廣告爭取網路消費者信任。
五、整合農場品牌形象、網路社群及行動行銷活動，促進網路消費者分享。
六、休閒農場主題多元化創新經營。
七、善用智慧型手機科技優化休閒農場服務品質。

關鍵字

休閒農場 ； 品牌形象 ； 網路社群經營 ； 行動行銷 ； 顧客忠誠度

並列摘要

Taiwan is an economically matured country. People are not only concerned about the efficiency of their works, but also paying more attention on the quality of their leisure time. Nowadays, go travelling and getting close to the nature become an important activities to improve the quality of live and being healthy. As the information technology advances tremendously, the virtual community and the smartphone applications marketing are quickly prevailing and becoming the new platforms of network marketing. Many recreation farms’ owners are eager to know how their mobil marketing to make their consumers and web fans can quickly obtain the latest information about the recreation farms experienced activities and publish their reviews and comments? With these information and responses, the owners can effectively create a good brand image and show their marketing creativities and competitiveness, thereafter they can maintain customer loyalty and improve the operational effectiveness of their recreation farms.

This study uses multivariate analysis as research method and the main purpose is to probe the relationship of the recreation farms among the image branding, virtual community management, mobile marketing , customer，s loyalty and to see the influences from the consumers on the website. According to the results of our research and analysis, the web consumers consider that the image branding, virtual community management, and mobile marketing are all have significantly influence on customer loyalty. Another finding is that network community management and mobile marketing have the partial mediation effects on the image branding and customer loyalty. A total of six research results summarized our findings and then produce seven recommendations accordingly, which can be served as practical management implications for the recreation farms industry. The recommendations are as follows:

1.Focusing on the targeted customers, formulate one to one marketing strategy to attract the potential recreation farms tourists.
2.Make a brand story for your recreation farm to enhance images branding.
3.With the help of the internet community management fans, recommend the unique features for your recreation farm.
4.Taking advantage of mobile advertising to win the confidence of your network consumers.
5.Integrate all of the resources in images branding, virtual community and mobile marketing activities to allow your network consumers to share their experiences.
6.Diversify the themes of your recreation farm and adopt the innovative management.
7.Utilize the advantage of smartphone technology to optimize the service quality of your recreation farm.

並列關鍵字

recreation farms ； image branding ； virtual community management ； mobile marketing ； customer’s loyalty

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