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企业粉丝专页成功要素之分析

【中文摘要】:随着网路科技迅速发展,从初期的Web一直到电子商务(E-commerce),直至目前最受瞩目的社群商务(Social Commerce),企业透过网际网路进行与消费者直接互动,获取

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及时需求资讯,已经成为主要趋势。过去在进行网站设计时会较偏重系统上的方便性及易用性,企业与使用者之沟通模式属于单向沟通,以企业传递资讯予使用者为主。时至今日,在设计网站时,除了要维持良好的系统流畅度外,更是注重与使用者间的互动关係,企业与使用者开始以双向模式沟通,注重即时讯息及回馈,更準确地提供服务。而在网站的经营上,由于有众多设计要素,难以全方面顾及,故网站的经营应着重那些因素也成为企业面临到的一大难题。
本研究以社群商务设计模型为基础,探讨企业经营Facebook粉丝专页所着重之要素,透过作者客观观察各粉丝团经营状况以获取关键绩效指标,以:关注度、参与度及传播度作为评分依据,说明企业着重因素与经营绩效间之关係,观察之粉丝专页样本数共250家。
研究结果发现企业在经营粉丝专页上应注重内容相符性、提供产品谘询、发文数、连结、焦点话题、要求按讚或提出问句、邀请使用应用程式及鼓励回覆等分析指标,并且依照不同产业之特性,进行

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各指标之搭配,才能真正提升经营社群粉丝专页之绩效,进而提升对于企业之实质效益。
依照研究结果,建议现有社群网站经营者及未来将设立社群网站之企业,得以视不同产业在众多网站设计要素中应着重之要素,选择最适合自家企业之方式来经营,提升社群网站之经营绩效,以达到与顾客较佳的互动模式。
【英文摘要】:With the rapid growth of network technology, from Web2.0, E-commerce, to the latest popular issue Social Commerce, there’s a trend that there’re more companies taking closely look in this area, and actively interacting with their consumers so as to gather the latest news, which is contrary to the past strategy the companies used. Nowadays, when it comes to website-designing, not only should they care about the fluency of the systems, but knowing how to interact with the users. For example, co

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mpanies have to pay more attention to what the customers said and cared, and respond to their opinions as soon as possible. However, when designing the website, there are many factors that must be considered. So the problems arise, which factors should they care when running the website?
Hence, in this study, Social commerce design model and other variables are discussed and selected to form the research model. The goal of the study is to find out the main factor that affect the performance of Facebook business fan page and users’ participation. Samples of 250 collected by observing.
The result showed that when operating the fan page, content profile, online question asking, news feed, connection, topic focus, participation and applications are the elements companies should focus on, so as to get best effect of the company.
Based on the result, suggestions are as followed: Considering the different industry the company may in, those who want to manage the community website should find out the key operating element of the industry so as to raise the operating performance, and strengthen the relationships with the customers.
【参考文献】:

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  • 二、中文部分
  • 李全兴,2012 年5 月3 日。电影的社群行销—如何炒热粉丝团:http://tw.marketing.campaign.yahoo.net/emarketing/contentF4.php?main=A01&sub=B02&tri&literary=483
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  • 徐嘉谦,2013年7月26日,2013企业社群行销趋势解析-以脸书专页为例, 资讯工业策进会-创新应用服务研究所。
  • 三、网路资源
  • Douglas Karr, Infographic: The Real Cost of Social Media, July 2011, Marketing Tech Blog: http://www.marketingtechblog.com/infographic-the-real-cost-of-social-media/
  • Fisher, E. Social design. Facebook Developers, 2010. Available at developers.facebook.com/socialdesign.
  • Kevin Allen, “7 Statistics That Can Raise Your Facebook Engagement”, Apr 2014, Pr Daily: http://www.prdaily.com/Main/Articles/16473.aspx
  • Stephan Eyl, “TOP 10 Facebook KPIs – Critical Review”, Oct 2012, fanpage karma: http://blog.fanpagekarma.com/2012/10/30/kpis-overview/?sw=1
  • 《数位时代》杂誌2013年百强粉丝团调查之调查清单:https://docs.google.com/spreadsheet/ccc?key=0Ai1iq9d0o3KudEFmRE8waXFWNUdsRHhBY29LbVFPMkE#gid=0
  • 来源:中山大学;作者:张哲豪
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