病毒行銷於Facebook運動賽事粉絲專頁之應用

Viral Marketing Campaign on the Facebook fan Page of the Sports Events

邱仕騰(Shih-Teng Chiu) ； 蕭嘉惠(Chia-Huei Hsiao)

《中華體育季刊》 28卷1期 (2014/03) Pp. 11-20

https://doi.org/10.6223/qcpe.2801.201403.1002

摘要

現代網路社群的使用率持續升高，連帶提升分享訊息的頻率，其中經過設計或未設計的訊息內容吸引網友分享，使這類訊息如病毒傳染般急速擴散。本文以病毒行銷（viral marketing）之觀點探討運動賽事如何運病毒行銷策略以達到最大的行銷效果。今年臺灣從美國引進The Color Run，掀起一股趣味路跑的風潮，其行銷策略不同於傳統行銷購買大量廣告，而是利用社群網路的管道與消費者連結，結合Facebook粉絲專頁的多元功能，將病毒行銷的訊息內容散播出去。透過病毒行銷的特性，成功地提升賽事品牌的曝光率，進而吸引大批消費者報名參加。本文整理此次The Color Run Taiwan病毒行銷策略：（一）提供有價值的產品或服務；（二）引起消費者易於散佈的動機；（三）病毒易於擴散的傳播管道；（四）紫牛效應，期能提供運動相關組織在活動行銷與組織行銷上應有參考應用的價值。

關鍵字

病毒行銷 ； 粉絲專頁 ； 趣味路跑

並列摘要

Modern utilization of the Internet community continues to rise, and it also related to share information to enhance the frequency. Among these information, which designed or not, attract the Internet users to share that likes the flu rapidly spread. Therefore, through the perspective of viral marketing, this paper explore how sports events use the strategies of the viral marketing to achieve the maximum effect. In this year, Taiwan brought in The Color Run form United States of America, and leaded a insanity of the fun runs. Instead of tradition marketing by buying a lot of commercial, The Color Run connect with consumers by using the Internet social community and combines the Facebook's fan page. With the characteristics of viral marketing, The Color Run successfully to rise the exposure rate of the event's brand. Moreover, it attracted a lot of consumers to sign up this events. This paper sorts The Color Run's viral marketing strategies: (a) provide valuable products or service, (b) attract consumers' motivation to spread information, (c) the channel that easily to spread viral information, (d) purple cow effect. Expect to provide some reference values for sports organizations to marketing their events or organizations.

並列關鍵字

viral marketing ； fan page ； fun runs

參考文獻

Facebook (2013)。粉絲專頁使用說明。取自 Facebook 使用說明，粉絲專頁網址 https://www.facebook.com/help/?ref=pf

InspireGate (2010，1 月9 日)。什麼是病毒式行銷？ 該如何進行？。取自InspireGate 派克空間， 網路科技網址http://inspire.twgg.org/c/internet/ seo/what-is-viral-marketing-how.html

The Color Run (2013)。The Color Run Taiwan 活動 內容。取自The Color Run，關於我們網址 http://thecolorrun.tw/language/zh-TW/about-us

王俞甯 (2007)。從品牌權益觀點探討病毒行銷對 顧客購買意願影響之研究 (未出版碩士論 文) 。國立臺北大學，臺北市。

石建鵬 (2012)。網絡營銷培訓師石建鵬淺析企業 病毒營銷策略。取自建鵬網路營銷，網路營 銷知識網址http://blog.sina.com.cn/s/blog_ 87f3528601010dfp.html