隨著資訊科技的蓬勃發展,新的網路超級世代來臨,Web2.0為使用者口碑傳播帶來了病毒行銷的概念,社群網站媒體成為新一代的網路行銷、互動管道。由於Facebook的爆紅,越來越多的實體企業藉由粉絲專頁與使用者溝通、傳遞與分享資訊,而透過粉絲專頁行銷成功的案例也越來越多。根據理論與過去相關的研究,發現社群網站的行銷內容與消費者互動式的散播方式,是影響實體企業經營粉絲專頁的重要因素。探討粉絲專頁成功要素也就成了重要的議題。 本研究將粉絲專頁的互動性分成多媒體運用性、資訊連結分享性、粉絲按讚互動性三大構面。行銷內容性,則分為虛擬有趣的連結、產品特色行銷、使用者回饋創意、粉絲凝聚力的運用四大構面。透過內容分析法的過程去探討「7-ELEVEN」、「全家Family Mart」、「統一星巴克咖啡同好會」三家實體企業粉絲專頁的差異。結果發現不同的粉絲族群透過:(1).運用商品的好康優惠活動(2).創造話題及提高造訪頻率(3).訊息即時更新與影音互動連結(4).持續創新產品價值並深化消費者體驗,可以協助企業達成目標與創造新的商機。
Along with the vigorous development of technological information and the new super-network generation. Web 2.0 has brought up the conception of viral marketing by word of mouth, the social networking sites have become the interactive channels for the new generation of Internet marketing. Due to the booming of Facebook users and many successful cases of Internet marketing through the fan page are proved, more and more corporations use the interactive channel to communicate and share information to the fans. According to the theory and related research, the marketing content and the interactive communication with consumers are pointed as important factor for corporations to operate their fan pages. Therefore, studying successful factors of the Fan Corner will become an important issue. In this study, the interaction of the fan page is divided into three dimensions: the multimedia applications, the links to information sharing, and the fan pressing “like” button. Besides, study the marketing contents which include the virtual- interesting link, the marketing of products’ characteristics, the creativity by user’s feedback, and the cohesiveness of fans. Through the process of content analysis to explore the differences of the three corporate entities’ fan page with "7-ELEVEN", "Family Mart", and "Starbucks". The results show that different groups of fans via: (1).Providing sales promotion for the products. (2).Creating the discussion between users, and increasing re-visiting rate. (3).Updating the message frequently, video links. (4).Innovating the value of products and deepening the interactive experiences with the consumers can help corporations achieving goals and creating more new business opportunities.