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題名 感性消費品與理性消費品品牌社群輿情效果分析:以唇膏與手機為例
The Social Listening Effect Analysis of Brands Between Emotional and Rational Consumer Goods: Take Lipsticks and Cellphones for Example作者 巫翊綾
Wu, Yi-Ling貢獻者 邱志聖
Chiou, Jyh-Shen
巫翊綾
Wu, Yi-Ling關鍵詞 社群輿情
社群行銷
社群媒體
4C 架構
感性消費品
理性消費品
Social Listening
Social Marketing
Social Media
Framework Of 4C
Ratioanl Consumer Goods
Emotional Consumer Goods日期 2019 上傳時間 7-Aug-2019 15:50:24 (UTC+8) 摘要 近年來，社群媒體儼然成為社會大眾生活的一部分，人手一支的智慧型裝置使得社群媒體與人們關係更加緊密，根據數位時代網的數據，台灣人在2018年第2 季與第3 季平均每天花1 小時又52 分鐘在社群媒體上，也使之成了廠商進行行銷溝通的必爭之地。社群行銷的需求激增伴隨著多元的社群行銷方式，越來越多平台開放越來越多的版面給廠商打廣告、越來越多本來不以工商為主的網站或頻道也漸漸摻入廣告的元素，而不同的商品應該要搭配不同的行銷方式才得以達到吸引消費者眼球的目的。因此，本研究欲探討不同類型的消費品分別應多注意哪些類型的社群行銷操作、少使用哪些類型的行銷操作。本研究將消費品區分為理性消費品與感性消費品兩大類，運用意藍科技的OPview 社群輿情資料庫蒐集3 個月的輿情資料進行分析，並搭配策略行銷4C 架構的觀點檢視各類行銷操作的利弊，最後根據分析結果給出業界建議。研究結果顯示現行感性消費品與理性消費品的社群行銷操作大有不同，感性消費品傾向與Facebook、Instagram 及Youtube 內的頻道合作，理性消費品傾向發佈新聞稿及邀請代言人為其在社群上發聲。深入探討後本研究總結以下四點:一、所有品牌皆應積極經營自己的官方粉絲團，創造良性的4C 循環；二、部分類型新聞稿的行銷操作效果不彰，應去蕪存菁，盡量減少無貢獻的管道比例，將資源集中在較有效的管道；三、抽獎文是雙面刃，運用此法吸引觀眾之餘要一邊提防逐漸攀升的道德危機成本；四、明星與網紅魅力大，尤其前者對於刺激討論熱度更加有效，但廠商應該謹慎操作避免話題只圍繞在名人身上，品牌與產品卻被忽略。
In recent years, social media has become a part of our daily life. Portable smart devices have made people more attached to social media than ever. According to the data of the Digital Times Network, Taiwanese people spend an average of an hour and 52 minutes a day on the social media in the second and third quarters of 2018. The surge in demand for social marketing is accompanied by diversified community marketing methods. More and more platforms and websites are opening themselves up to outside company for advertisements. In this paper, we will try to figure out whether the elements of advertising and different products should be matched with different marketing methods to attract consumers` attention.Therefore, this study will explore the usage of different social marketing types in terms of two kind of consumer goods: rational consumer goods and emotional consumer goods. I will use OPview Insight to collect and analyze online conversation raw data and observe the pros and cons of various marketing ways by 4C framework. Finally, based on the analysis results, the recommendations will be given.The results show that current consumer marketing of emotional consumer goods is quite different from that of rational consumer goods. Firms producing emotional consumer goods tend to cooperate with channels like Facebook, Instagram and Youtube. Firms of rational consumer goods tend to release press releases and invite spokespersons to speak in the community. After digging deeper, this study summarizes the following four points: First, firms should proactively operate their own official fan pages to create a positive 4C cycle. Second, firms should reduce the proportion of less effective news channels and focus on more effective ones. Third, the lucky draw text is double-sided because it can attract viewers while rising C3. Fourth, celebrities are charming enough to be discussed but firms should be careful to adopt this method or the conversation would merely surround the celebrities merely while brands and products are ignored.參考文獻 一、 英文文獻1. Albers‐Miller, Nancy D. and Marla Royne Stafford (1999), “An international analysis of emotional and rational appeals in services vs goods advertising,” Journal of Consumer Marketing, 16 (1), 42–57.2. Arora, Anuja, Shivam Bansal, Chandrashekhar Kandpal, Reema Aswani, and Yogesh Dwivedi (2019), “Measuring social media influencer index- insights from facebook, Twitter and Instagram,” Journal of Retailing and Consumer Services, 49, 86–101.3. Elsäßer, Marc and Bernd W. Wirtz (2017), “Rational and emotional factors of customer satisfaction and brand loyalty in a business-to-business setting,” Journal of Business & Industrial Marketing, 32 (1), 138–52.4. Grigaliunaite, Viktorija and Lina Pileliene (2016), “Emotional or Rational? The Determination of the Influence of Advertising Appeal on Advertising Effectiveness,” Scientific Annals of Economics and Business, 63 (3), 391–414.5. Gómez, Mar, Carmen Lopez, and Arturo Molina (2019), “An integrated model of social media brand engagement,” Computers in Human Behavior, 96, 196–206.6. Holmes, J. H. and K. E. Crocker (1987), “Predispositions and the Comparative Effectiveness of Rational, Emotional and Discrepant Appeals for Both High Involvement and Low Involvement Products,” Journal of the Academy of Marketing Science, 15 (1), 27–35.7. Hummon, Norman P and Patrick Doreian (2003), “Some dynamics of social balance processes: bringing Heider back into balance theory,” Social Networks, 25 (1), 17–49.8. Kietzmann, Jan H., Kristopher Hermkens, Ian P. Mccarthy, and Bruno S. Silvestre (2011), “Social media? Get serious! Understanding the functional building blocks of social media,” Business Horizons, 54 (3), 241–51.9. Lee, In (2018), “Social media analytics for enterprises: Typology, methods, and processes,” Business Horizons, 61 (2), 199–210.10. Moe, Wendy W. and David A. Schweidel (2017), “Opportunities for Innovation in Social Media Analytics,” Journal of Product Innovation Management, 34 (5), 697–702.11. Schiffman, Leon G. and Wisenblit, Joe （2019）, Consumer Behavior（12th）. Location: Pearson.12. Semenov, Alexander (2013), “Principles of Social Media Monitoring and Analysis Software,” presented paper, Department. of Computer Science and Information Systems, University of Jyväskylä.13. Seno, Diana and Bryan A. Lukas（2007）, “The equity effect of product endorsement by celebrities,” European Journal of Marketing, 41 (1/2), 121–34.二、 中文文獻1. 邱志聖（2014）。策略行銷分析:架構與實務應用（第4版）。出版地點:智勝文化事業有限公司。2. 邱志聖（2015）。行銷研究:實務與理論應用（第4版） 。出版地點:智勝文化事業有限公司。3. 許雅雯（2013）。廣告代言人性別差異、廣告訴求、技產品涉入度對廣告效果的影響，政治大學廣告學系碩士論文。4. 陳又瑈（2015）。Facebook與Instagram之跨訊息綜效比較，政治大學廣告學系碩士論文。5. 賴冠陵（2012）。社群網站轉換行為模式初探，政治大學廣告學系碩士論文。6. 何季倫（2017）。透過社群輿情分析探討餐飲類口碑操作方式-以咖啡廳產業為例，政治大學企業管理研究所碩士論文。7. 葉易修（2018）。透過社群輿情分析探討網路聲量與實際選票之關聯 -以2018年高雄市長當選人韓國瑜為例，政治大學企業管理研究所碩士論文。8. 葉秋童（2018）。透過社群輿情分析探討品牌網路口碑類型及操作方式—以美妝產業為例，政治大學企業管理研究所碩士論文。三、 網路文獻1. Madeline Snow （2018）, “The Evolution of Social Media: A brief history of an industry that barely existed a decade ago.” Available at https://log.usejournal.com/the-evolution-of-social-media-ad6a4db0bd132. 華為官網（2018）。網址: https://consumer.huawei.com/tw/phones/3. Oppo官網（2018）。網址:https://www.oppo.com/tw/4. Giorgio Armani 官網（2018）。網址: https://www.giorgioarmanibeauty.com.tw5. YSL官網（2018）。網址: https://www.yslbeauty.com.tw/home6. 陳冠榮（2018）。華為台灣首家品牌體驗店於台北三創開幕。網址: https://ccc.technews.tw/2018/04/23/huawei-opened-first-brand-experience-store-in-taiwan/7. 張里歐（2019）。越禁越愛？華為成為台灣1月銷售前三大手機品牌。網址: https://www.sogi.com.tw/articles/huawei_mate_20x/62524538. 曾靉（2017）。靠冠名打響知名度的OPPO，在台下一步走精緻化管理。網址: https://www.bnext.com.tw/article/47153/oppo-business-strategy-in-taiwan 描述 碩士
國立政治大學
國際經營與貿易學系
106351033資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106351033 資料類型 thesis dc.contributor.advisor 邱志聖 zh_TW dc.contributor.advisor Chiou, Jyh-Shen en_US dc.contributor.author (Authors) 巫翊綾 zh_TW dc.contributor.author (Authors) Wu, Yi-Ling en_US dc.creator (作者) 巫翊綾 zh_TW dc.creator (作者) Wu, Yi-Ling en_US dc.date (日期) 2019 en_US dc.date.accessioned 7-Aug-2019 15:50:24 (UTC+8) - dc.date.available 7-Aug-2019 15:50:24 (UTC+8) - dc.date.issued (上傳時間) 7-Aug-2019 15:50:24 (UTC+8) - dc.identifier (Other Identifiers) G0106351033 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/124639 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營與貿易學系 zh_TW dc.description (描述) 106351033 zh_TW dc.description.abstract (摘要) 近年來，社群媒體儼然成為社會大眾生活的一部分，人手一支的智慧型裝置使得社群媒體與人們關係更加緊密，根據數位時代網的數據，台灣人在2018年第2 季與第3 季平均每天花1 小時又52 分鐘在社群媒體上，也使之成了廠商進行行銷溝通的必爭之地。社群行銷的需求激增伴隨著多元的社群行銷方式，越來越多平台開放越來越多的版面給廠商打廣告、越來越多本來不以工商為主的網站或頻道也漸漸摻入廣告的元素，而不同的商品應該要搭配不同的行銷方式才得以達到吸引消費者眼球的目的。因此，本研究欲探討不同類型的消費品分別應多注意哪些類型的社群行銷操作、少使用哪些類型的行銷操作。本研究將消費品區分為理性消費品與感性消費品兩大類，運用意藍科技的OPview 社群輿情資料庫蒐集3 個月的輿情資料進行分析，並搭配策略行銷4C 架構的觀點檢視各類行銷操作的利弊，最後根據分析結果給出業界建議。研究結果顯示現行感性消費品與理性消費品的社群行銷操作大有不同，感性消費品傾向與Facebook、Instagram 及Youtube 內的頻道合作，理性消費品傾向發佈新聞稿及邀請代言人為其在社群上發聲。深入探討後本研究總結以下四點:一、所有品牌皆應積極經營自己的官方粉絲團，創造良性的4C 循環；二、部分類型新聞稿的行銷操作效果不彰，應去蕪存菁，盡量減少無貢獻的管道比例，將資源集中在較有效的管道；三、抽獎文是雙面刃，運用此法吸引觀眾之餘要一邊提防逐漸攀升的道德危機成本；四、明星與網紅魅力大，尤其前者對於刺激討論熱度更加有效，但廠商應該謹慎操作避免話題只圍繞在名人身上，品牌與產品卻被忽略。 zh_TW dc.description.abstract (摘要) In recent years, social media has become a part of our daily life. Portable smart devices have made people more attached to social media than ever. According to the data of the Digital Times Network, Taiwanese people spend an average of an hour and 52 minutes a day on the social media in the second and third quarters of 2018. The surge in demand for social marketing is accompanied by diversified community marketing methods. More and more platforms and websites are opening themselves up to outside company for advertisements. In this paper, we will try to figure out whether the elements of advertising and different products should be matched with different marketing methods to attract consumers` attention.Therefore, this study will explore the usage of different social marketing types in terms of two kind of consumer goods: rational consumer goods and emotional consumer goods. I will use OPview Insight to collect and analyze online conversation raw data and observe the pros and cons of various marketing ways by 4C framework. Finally, based on the analysis results, the recommendations will be given.The results show that current consumer marketing of emotional consumer goods is quite different from that of rational consumer goods. Firms producing emotional consumer goods tend to cooperate with channels like Facebook, Instagram and Youtube. Firms of rational consumer goods tend to release press releases and invite spokespersons to speak in the community. After digging deeper, this study summarizes the following four points: First, firms should proactively operate their own official fan pages to create a positive 4C cycle. Second, firms should reduce the proportion of less effective news channels and focus on more effective ones. Third, the lucky draw text is double-sided because it can attract viewers while rising C3. Fourth, celebrities are charming enough to be discussed but firms should be careful to adopt this method or the conversation would merely surround the celebrities merely while brands and products are ignored. en_US dc.description.tableofcontents 第一章 緒論..1第一節 研究動機 .. 1第二節 研究目的 .. 2第三節 輿情分析與一般調研的異同 .. 2第四節 研究流程 .. 3第二章 文獻探討 .. 4第一節 淺談社群（Social media community）行銷 .. 4第二節 感性品與理性品定義 .. 5第三節 策略行銷理論應用 .. 6第四節 感性與理性消費品社群媒體行銷差異因素分析 .. 11第三章 研究方法 .. 13第一節 研究方法與對象 .. 13第二節 理性消費品現行的社群行銷方式 .. 21第三節 感性消費品現行社群行銷方式 .. 22第四節 研究產品設定 .. 23第五節 個案簡介 .. 25第四章 個案分析 .. 29第一節 理性消費品分析-以手機為例 .. 29第二節 感性消費品分析-以唇膏為例 .. 39第三節 比較 .. 47第五章 結語與建議 .. 51第一節 業界建議 .. 51第二節 研究限制與未來可能研究 .. 54參考文獻 .. 56 zh_TW dc.format.extent 3768611 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106351033 en_US dc.subject (關鍵詞) 社群輿情 zh_TW dc.subject (關鍵詞) 社群行銷 zh_TW dc.subject (關鍵詞) 社群媒體 zh_TW dc.subject (關鍵詞) 4C 架構 zh_TW dc.subject (關鍵詞) 感性消費品 zh_TW dc.subject (關鍵詞) 理性消費品 zh_TW dc.subject (關鍵詞) Social Listening en_US dc.subject (關鍵詞) Social Marketing en_US dc.subject (關鍵詞) Social Media en_US dc.subject (關鍵詞) Framework Of 4C en_US dc.subject (關鍵詞) Ratioanl Consumer Goods en_US dc.subject (關鍵詞) Emotional Consumer Goods en_US dc.title (題名) 感性消費品與理性消費品品牌社群輿情效果分析:以唇膏與手機為例 zh_TW dc.title (題名) The Social Listening Effect Analysis of Brands Between Emotional and Rational Consumer Goods: Take Lipsticks and Cellphones for Example en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、 英文文獻1. Albers‐Miller, Nancy D. and Marla Royne Stafford (1999), “An international analysis of emotional and rational appeals in services vs goods advertising,” Journal of Consumer Marketing, 16 (1), 42–57.2. Arora, Anuja, Shivam Bansal, Chandrashekhar Kandpal, Reema Aswani, and Yogesh Dwivedi (2019), “Measuring social media influencer index- insights from facebook, Twitter and Instagram,” Journal of Retailing and Consumer Services, 49, 86–101.3. Elsäßer, Marc and Bernd W. Wirtz (2017), “Rational and emotional factors of customer satisfaction and brand loyalty in a business-to-business setting,” Journal of Business & Industrial Marketing, 32 (1), 138–52.4. Grigaliunaite, Viktorija and Lina Pileliene (2016), “Emotional or Rational? The Determination of the Influence of Advertising Appeal on Advertising Effectiveness,” Scientific Annals of Economics and Business, 63 (3), 391–414.5. Gómez, Mar, Carmen Lopez, and Arturo Molina (2019), “An integrated model of social media brand engagement,” Computers in Human Behavior, 96, 196–206.6. Holmes, J. H. and K. E. Crocker (1987), “Predispositions and the Comparative Effectiveness of Rational, Emotional and Discrepant Appeals for Both High Involvement and Low Involvement Products,” Journal of the Academy of Marketing Science, 15 (1), 27–35.7. Hummon, Norman P and Patrick Doreian (2003), “Some dynamics of social balance processes: bringing Heider back into balance theory,” Social Networks, 25 (1), 17–49.8. Kietzmann, Jan H., Kristopher Hermkens, Ian P. Mccarthy, and Bruno S. Silvestre (2011), “Social media? Get serious! Understanding the functional building blocks of social media,” Business Horizons, 54 (3), 241–51.9. Lee, In (2018), “Social media analytics for enterprises: Typology, methods, and processes,” Business Horizons, 61 (2), 199–210.10. Moe, Wendy W. and David A. Schweidel (2017), “Opportunities for Innovation in Social Media Analytics,” Journal of Product Innovation Management, 34 (5), 697–702.11. Schiffman, Leon G. and Wisenblit, Joe （2019）, Consumer Behavior（12th）. Location: Pearson.12. Semenov, Alexander (2013), “Principles of Social Media Monitoring and Analysis Software,” presented paper, Department. of Computer Science and Information Systems, University of Jyväskylä.13. Seno, Diana and Bryan A. Lukas（2007）, “The equity effect of product endorsement by celebrities,” European Journal of Marketing, 41 (1/2), 121–34.二、 中文文獻1. 邱志聖（2014）。策略行銷分析:架構與實務應用（第4版）。出版地點:智勝文化事業有限公司。2. 邱志聖（2015）。行銷研究:實務與理論應用（第4版） 。出版地點:智勝文化事業有限公司。3. 許雅雯（2013）。廣告代言人性別差異、廣告訴求、技產品涉入度對廣告效果的影響，政治大學廣告學系碩士論文。4. 陳又瑈（2015）。Facebook與Instagram之跨訊息綜效比較，政治大學廣告學系碩士論文。5. 賴冠陵（2012）。社群網站轉換行為模式初探，政治大學廣告學系碩士論文。6. 何季倫（2017）。透過社群輿情分析探討餐飲類口碑操作方式-以咖啡廳產業為例，政治大學企業管理研究所碩士論文。7. 葉易修（2018）。透過社群輿情分析探討網路聲量與實際選票之關聯 -以2018年高雄市長當選人韓國瑜為例，政治大學企業管理研究所碩士論文。8. 葉秋童（2018）。透過社群輿情分析探討品牌網路口碑類型及操作方式—以美妝產業為例，政治大學企業管理研究所碩士論文。三、 網路文獻1. Madeline Snow （2018）, “The Evolution of Social Media: A brief history of an industry that barely existed a decade ago.” Available at https://log.usejournal.com/the-evolution-of-social-media-ad6a4db0bd132. 華為官網（2018）。網址: https://consumer.huawei.com/tw/phones/3. Oppo官網（2018）。網址:https://www.oppo.com/tw/4. Giorgio Armani 官網（2018）。網址: https://www.giorgioarmanibeauty.com.tw5. YSL官網（2018）。網址: https://www.yslbeauty.com.tw/home6. 陳冠榮（2018）。華為台灣首家品牌體驗店於台北三創開幕。網址: https://ccc.technews.tw/2018/04/23/huawei-opened-first-brand-experience-store-in-taiwan/7. 張里歐（2019）。越禁越愛？華為成為台灣1月銷售前三大手機品牌。網址: https://www.sogi.com.tw/articles/huawei_mate_20x/62524538. 曾靉（2017）。靠冠名打響知名度的OPPO，在台下一步走精緻化管理。網址: https://www.bnext.com.tw/article/47153/oppo-business-strategy-in-taiwan zh_TW dc.identifier.doi (DOI) 10.6814/NCCU201900080 en_US
