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脸书粉丝专页经营方法之研究

【中文摘要】:社群时代的来临,为了能更接近消费者,企业不得不开始使用到社群媒体的工具。然而在众多社群媒体下,台湾以 Facebook的使用率最高,因此企业纷纷成立粉丝专页,但多数专页的管理者仍然以官方网站式的经营手法,专页内少了社群媒体中互动的元素,即便有许多粉丝成员加入,却没有为企业增加价值。
本研究第一阶段以新成立的粉丝专页出发,透过数据的量化分析,得出讨论密度的重要性。第二阶段则先利用网路公关文献建立的分析专页五大构面,即为资讯实用性、介面易用性、事件娱乐性、社会互动性和品牌价值性,套用至成熟粉丝团寻找影响讨论密度的关键因子。最后则以个案分析法,透过观察研究比较四个高讨论密度的专页在五大构面的表现为何,并进行专页之间的性质比较以整理出五大构面对专页的价值关係。
本研究特别加入非商业性质的专页进入观察对象,因为其商业性质的专页中行销诉求过于强烈而导致粉丝产生抗拒心[cus

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tom_frame_center]szwox.com_061[/custom_frame_center]态,然而非商业性质的专页却容易造成高成长率的经营成效,因此对于品牌企业来说,为了接近消费者则需加入互动参与的元素,粉丝将因为认同而提昇其归属感,进而能成为高感染力的口碑行销者。因此本研究成果可提供企业在未來粉丝专页进行行销之參考。
【英文摘要】:In order to connect with consumers in this era of social networking, businesses have to start incorporating social media tools into their marketing practice. Among platforms of its kind, Facebook in particular enjoyed unrivalled popularity in Taiwan. Many businesses rushed to create fan pages on Facebook. However, the majority of fan page administrators failed to move away from the traditional philosophies of web management, and failed to utilize the interactive element that makes social medial tools powerful. This seriously undermined the value-adding potential of fan pages.
In this study, the first phase starting with quantitative data analysis, the discussion of the importance of density. The second stage is the first use of a network of public relations literature analysis to establish special page five dimensions , namely information practicality, ease of use interface , event entertainment, social interaction and brand value , is applied to the mature fan group seeking influence discussions density key factors . Finally, a case study places , comparative discussion of the four high -density special page on why the performance of the five dimensions

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through observational studies , and the nature of the comparison between special page to sorting out the five dimensions of the face value of the special page relationships.
The study specifically designed to join non-commercial pages into the observed object , because of its commercial nature designed pages too strong marketing appeal which led fans to generate resistance for a non-commercial nature of the special page , however it is likely to cause a high growth rate of operating results , So for brands , in order to be close to the consumer must be added to the element of interactive participation , because fans will enhance their sense of belonging and identity , and thus can become highly contagious reputation marketers .
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  • 来源:中山大学;作者:张庭瀚
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