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題名 社群商務之熟人經濟與關係行銷
Acquaintance Economy and Relationship Marketing of Social Commerce
作者 謝欣芸
貢獻者 黃思明
Hwang, Sy Ming
謝欣芸
關鍵詞 社群商務
熟人經濟
關係行銷
Social Commerce
Acquaintance Economy
Relationship Marketing
日期 2016
上傳時間 22-Aug-2016 13:42:37 (UTC+8)
摘要 社群商務(Social Commerce)最早在2005年在雅虎官方部落格Yahoo Search Blog首次成為一個字詞，其後十幾年變化出更多形式，包括團購、募資、購物網站的論壇、社群網站等多元形式。本研究著重於探討在社群網站上的社群商務行為。
社群網站除了友誼聯繫與資訊交流的功能外，也提供越來越多服務及平台機制，其中一項即是社群商務。依台灣網路用戶來看，超過九成的網路用戶每月都會使用Facebook，是亞太區滲透率最高的市場，因此本研究將以Facebook作為觀察社群商務的代表社群平台，觀察賣家在社群平台上進行關係行銷的方式。
依照賣家面向的顧客類型可以分成主要面向認識的人與主要面向陌生人等兩種經營社群商務模式，由於不管是認識的人或陌生人，大家在Facebook上大家都互為「好友」，因此賣家向Facebook好友銷售商品的行為稱為「熟人經濟」。本研究透過個案訪談法分析社群商務中熟人經濟之商業模式與賣方進行關係行銷的作法。
The term social commerce was first introduced by Yahoo Search blog in 2005. Since then, the scope of social commerce has expanded to include group buying, crowdfunding, forum of online store, and social networking site. The study focuses on the activities of social commerce on social networking site.
Social networking site provides more and more services besides the functions of keeping connections and sharing information, and one of them is social commerce. More than 90% of the Taiwanese internet users are Facebook monthly users, so Facebook will be the observational social platform in this study. The way that sellers do relationship marketing will be analyzed in this study.
This study classifies two social commerce categories according to whether the major customers that sellers sell products are to people that the seller knew or to strangers. Owing to whether seller knew the customer before or not, they call each other “friend” on Facebook, and the behavior that sellers sell goods to friends is called “acquaintance economy.” This study analyzed the acquaintance economy and relationship marketing of social commerce through interview method.
參考文獻 中文部分
中文書籍
徐茂練(2015)，顧客關係管理(第五版)，新北市：全華圖書。
程雲行、李毅彩、石功雨(2010)，市場營銷學，北京市：化學工業出版社。
論文
盧惠芬(2010)，結合從眾行為探討影響網路團購購買意願因素，未出版碩士論文，中原大學. Retrieved from http://cycuir.lib.cycu.edu.tw/handle/310900400/47802
報章雜誌
洪順慶(1995)，「關係行銷的觀念與應用」，工商時報，民國84年12月21日，第33 版。
羅之盈(2016,03)，〈社群商務變現方程式〉，天下雜誌，594期，第44頁。
研究報告
模範市場研究顧問公司（TNS, 2014）。Facebook 台灣消費者線上行為調查。2014年6月25日，取自網址http://www.slideshare.net/yuanping/facebook-36279879
網站
中央社訊息服務，〈社群新寵兒: 即時通訊軟體全球使用率上升12%，更多網路使用者選擇使用非開放的社群平台〉。2015年10月6日，取自網址
http://www.cna.com.tw/postwrite/Detail/179665.aspx#.V4nw_mh97IU，數據引用自http://worldwide.tns-global.com/groupmarketing/enewsletter/marketing/img/rise_of_im.pdf
褚偉(2015)，〈社群商務的本質是熟人經濟+信任經濟〉。2015年12月18日，取自網址http://www.woshipm.com/it/252587.html

英文部分
Allen, Scott, et al. "The Emergence of the Relationship Economy." California: Silicon Valley (2008).
Beach, David. "Social Commerce via the Shoposphere & Pick Lists." Yahoo Shopping (2005).
Caplan, Gerald. Support systems and community mental health: Lectures on concept development. Behavioral Publications, 1974.
Gronroos, Christian. "Relationship approach to marketing in service contexts: The marketing and organizational behavior interface." Journal of business research 20.1 (1990): 3-11.
Hampton, Keith, et al. "Social networking sites and our lives." Retrieved July 12, 2011 from http://www.pewinternet.org/2011/06/16/social-networking-sites-and-our-lives/ (2011).
Jascanu, Nicolae, Veronica Jascanu, and Florin Nicolau. "A new approach to E-commerce multi-agent systems." (2007).
Kemp, Simon. (2016), Digital in 2016 Report. Retrieved January 27, 2016, fromhttp://wearesocial.com/special-reports/digital-in-2016
Kotler, Philip. "Marketing`s new paradigms: What`s really happening out there."Planning Review 20.5 (1992): 50-52.
Leitner, Peter, et al. "Community driven commerce: Design of an integrated framework for social shopping." IADIS International Conference e-Commerce. 2007.
Liang, Ting-Peng, et al. "What drives social commerce: The role of social support and relationship quality." International Journal of Electronic Commerce16.2 (2011): 69-90.
Moth, David. (2014), 77% of UK shoppers consult reviews before buying online: report. Retrieved February 26, 2014, from
https://econsultancy.com/blog/64406-77-of-uk-shoppers-consult-reviews-before-buying-online-report
Parasuraman, Arun, Valarie A. Zeithaml, and Leonard L. Berry. "Servqual."Journal of retailing 64.1 (1988): 12-40.
Park, Menlo. (2016), Facebook Reports First Quarter 2016 Results and Announces Proposal for New Class of Stock. Retrieved April 27, 2016, from
https://investor.fb.com/investor-news/press-release-details/2016/Facebook-Reports-First-Quarter-2016-Results-and-Announces-Proposal-for-New-Class-of-Stock/default.aspx
Payne, Adrian, et al. Relationship marketing for competitive advantage: winning and keeping customers. Butterworth-Heinemann, 1998.
Peppers, Don, and Martha Rogers. "Don’t resist marketing automation." Sales and Marketing Management 15.9 (1998): 32-34.
Shani, David, and Sujana Chalasani. "Exploiting niches using relationship marketing." Journal of Services Marketing (2013).
Shani, David, and Sujana Chalasani. "Exploiting niches using relationship marketing." Journal of Services Marketing (2013).
Song, Indeok, et al. "Internet gratifications and Internet addiction: On the uses and abuses of new media." CyberPsychology & Behavior 7.4 (2004): 384-394.
Stephen, Andrew T., and Olivier Toubia. "Deriving value from social commerce networks." Journal of marketing research 47.2 (2010): 215-228.
Thompson, T. W., L. L. Berry, and J. H. Donnelly. "The Marketing/Retail Banking Partnership: An Evolutionary Perspective`." Journal of Retail Banking7.2 (1985): 9-22.
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
103363105
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103363105
資料類型 thesis
dc.contributor.advisor 黃思明zh_TW
dc.contributor.advisor Hwang, Sy Mingen_US
dc.contributor.author (Authors) 謝欣芸zh_TW
dc.creator (作者) 謝欣芸zh_TW
dc.date (日期) 2016en_US
dc.date.accessioned 22-Aug-2016 13:42:37 (UTC+8)-
dc.date.available 22-Aug-2016 13:42:37 (UTC+8)-
dc.date.issued (上傳時間) 22-Aug-2016 13:42:37 (UTC+8)-
dc.identifier (Other Identifiers) G0103363105en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/100585-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 103363105zh_TW
dc.description.abstract (摘要) 社群商務(Social Commerce)最早在2005年在雅虎官方部落格Yahoo Search Blog首次成為一個字詞，其後十幾年變化出更多形式，包括團購、募資、購物網站的論壇、社群網站等多元形式。本研究著重於探討在社群網站上的社群商務行為。
社群網站除了友誼聯繫與資訊交流的功能外，也提供越來越多服務及平台機制，其中一項即是社群商務。依台灣網路用戶來看，超過九成的網路用戶每月都會使用Facebook，是亞太區滲透率最高的市場，因此本研究將以Facebook作為觀察社群商務的代表社群平台，觀察賣家在社群平台上進行關係行銷的方式。
依照賣家面向的顧客類型可以分成主要面向認識的人與主要面向陌生人等兩種經營社群商務模式，由於不管是認識的人或陌生人，大家在Facebook上大家都互為「好友」，因此賣家向Facebook好友銷售商品的行為稱為「熟人經濟」。本研究透過個案訪談法分析社群商務中熟人經濟之商業模式與賣方進行關係行銷的作法。		zh_TW
dc.description.abstract (摘要) The term social commerce was first introduced by Yahoo Search blog in 2005. Since then, the scope of social commerce has expanded to include group buying, crowdfunding, forum of online store, and social networking site. The study focuses on the activities of social commerce on social networking site.
Social networking site provides more and more services besides the functions of keeping connections and sharing information, and one of them is social commerce. More than 90% of the Taiwanese internet users are Facebook monthly users, so Facebook will be the observational social platform in this study. The way that sellers do relationship marketing will be analyzed in this study.
This study classifies two social commerce categories according to whether the major customers that sellers sell products are to people that the seller knew or to strangers. Owing to whether seller knew the customer before or not, they call each other “friend” on Facebook, and the behavior that sellers sell goods to friends is called “acquaintance economy.” This study analyzed the acquaintance economy and relationship marketing of social commerce through interview method.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究流程 4
第二章 文獻探討 5
第一節 社群商務 5
第二節 熟人經濟 7
第三節 關係行銷 10
第三章 研究方法 14
第一節 個案研究法 14
第二節 個案選擇原則 14
第三節 資料蒐集方式 15
第四節 個案訪談 16
第五節 訪談問題設計 18
第四章 個案研究 19
第一節 社群商務平台 20
第二節 黃金八斗 24
第三節 呂舖 32
第四節 以馬內利的賣場 40
第五節 蓁的好便宜 48
第六節 個案比較 55
第五章 研究結論與建議 61
第一節 研究結論 61
第二節 後續研究建議 66
第三節 研究限制 67
參考文獻 68		zh_TW
dc.format.extent 1185370 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103363105en_US
dc.subject (關鍵詞) 社群商務zh_TW
dc.subject (關鍵詞) 熟人經濟zh_TW
dc.subject (關鍵詞) 關係行銷zh_TW
dc.subject (關鍵詞) Social Commerceen_US
dc.subject (關鍵詞) Acquaintance Economyen_US
dc.subject (關鍵詞) Relationship Marketingen_US
dc.title (題名) 社群商務之熟人經濟與關係行銷zh_TW
dc.title (題名) Acquaintance Economy and Relationship Marketing of Social Commerceen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部分
中文書籍
徐茂練(2015)，顧客關係管理(第五版)，新北市：全華圖書。
程雲行、李毅彩、石功雨(2010)，市場營銷學，北京市：化學工業出版社。
論文
盧惠芬(2010)，結合從眾行為探討影響網路團購購買意願因素，未出版碩士論文，中原大學. Retrieved from http://cycuir.lib.cycu.edu.tw/handle/310900400/47802
報章雜誌
洪順慶(1995)，「關係行銷的觀念與應用」，工商時報，民國84年12月21日，第33 版。
羅之盈(2016,03)，〈社群商務變現方程式〉，天下雜誌，594期，第44頁。
研究報告
模範市場研究顧問公司（TNS, 2014）。Facebook 台灣消費者線上行為調查。2014年6月25日，取自網址http://www.slideshare.net/yuanping/facebook-36279879
網站
中央社訊息服務，〈社群新寵兒: 即時通訊軟體全球使用率上升12%，更多網路使用者選擇使用非開放的社群平台〉。2015年10月6日，取自網址
http://www.cna.com.tw/postwrite/Detail/179665.aspx#.V4nw_mh97IU，數據引用自http://worldwide.tns-global.com/groupmarketing/enewsletter/marketing/img/rise_of_im.pdf
褚偉(2015)，〈社群商務的本質是熟人經濟+信任經濟〉。2015年12月18日，取自網址http://www.woshipm.com/it/252587.html

英文部分
Allen, Scott, et al. "The Emergence of the Relationship Economy." California: Silicon Valley (2008).
Beach, David. "Social Commerce via the Shoposphere & Pick Lists." Yahoo Shopping (2005).
Caplan, Gerald. Support systems and community mental health: Lectures on concept development. Behavioral Publications, 1974.
Gronroos, Christian. "Relationship approach to marketing in service contexts: The marketing and organizational behavior interface." Journal of business research 20.1 (1990): 3-11.
Hampton, Keith, et al. "Social networking sites and our lives." Retrieved July 12, 2011 from http://www.pewinternet.org/2011/06/16/social-networking-sites-and-our-lives/ (2011).
Jascanu, Nicolae, Veronica Jascanu, and Florin Nicolau. "A new approach to E-commerce multi-agent systems." (2007).
Kemp, Simon. (2016), Digital in 2016 Report. Retrieved January 27, 2016, fromhttp://wearesocial.com/special-reports/digital-in-2016
Kotler, Philip. "Marketing`s new paradigms: What`s really happening out there."Planning Review 20.5 (1992): 50-52.
Leitner, Peter, et al. "Community driven commerce: Design of an integrated framework for social shopping." IADIS International Conference e-Commerce. 2007.
Liang, Ting-Peng, et al. "What drives social commerce: The role of social support and relationship quality." International Journal of Electronic Commerce16.2 (2011): 69-90.
Moth, David. (2014), 77% of UK shoppers consult reviews before buying online: report. Retrieved February 26, 2014, from
https://econsultancy.com/blog/64406-77-of-uk-shoppers-consult-reviews-before-buying-online-report
Parasuraman, Arun, Valarie A. Zeithaml, and Leonard L. Berry. "Servqual."Journal of retailing 64.1 (1988): 12-40.
Park, Menlo. (2016), Facebook Reports First Quarter 2016 Results and Announces Proposal for New Class of Stock. Retrieved April 27, 2016, from
https://investor.fb.com/investor-news/press-release-details/2016/Facebook-Reports-First-Quarter-2016-Results-and-Announces-Proposal-for-New-Class-of-Stock/default.aspx
Payne, Adrian, et al. Relationship marketing for competitive advantage: winning and keeping customers. Butterworth-Heinemann, 1998.
Peppers, Don, and Martha Rogers. "Don’t resist marketing automation." Sales and Marketing Management 15.9 (1998): 32-34.
Shani, David, and Sujana Chalasani. "Exploiting niches using relationship marketing." Journal of Services Marketing (2013).
Shani, David, and Sujana Chalasani. "Exploiting niches using relationship marketing." Journal of Services Marketing (2013).
Song, Indeok, et al. "Internet gratifications and Internet addiction: On the uses and abuses of new media." CyberPsychology & Behavior 7.4 (2004): 384-394.
Stephen, Andrew T., and Olivier Toubia. "Deriving value from social commerce networks." Journal of marketing research 47.2 (2010): 215-228.
Thompson, T. W., L. L. Berry, and J. H. Donnelly. "The Marketing/Retail Banking Partnership: An Evolutionary Perspective`." Journal of Retail Banking7.2 (1985): 9-22.		zh_TW