| dc.contributor.advisor | 吳豐祥 | zh_TW |
| dc.contributor.author (Authors) | 吳富傑 | zh_TW |
| dc.creator (作者) | 吳富傑 | zh_TW |
| dc.date (日期) | 2009 | en_US |
| dc.date.accessioned | 8-Dec-2010 01:53:36 (UTC+8) | - |
| dc.date.available | 8-Dec-2010 01:53:36 (UTC+8) | - |
| dc.date.issued (上傳時間) | 8-Dec-2010 01:53:36 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0097359030 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/48942 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 科技管理研究所 | zh_TW |
| dc.description (描述) | 97359030 | zh_TW |
| dc.description (描述) | 98 | zh_TW |
| dc.description.abstract (摘要) | 2009年到2010年，最紅的網站就是FACEBOOK，截至10年6月，全球使用FACEBOOK的人數已經超過了4.5億。根據互動行銷機構Rosetta 2010年1月的研究，全球百大零售商有五成九在FACEBOOK擁有官方粉絲專頁。而根據FACEBOOK官方統計，目前共有一百六十萬個粉絲專頁，由七十多萬個公司團體經營。 FACEBOOK引發風潮的原因在於FACEBOOK改寫了企業對於網路行銷的認知，之前企業是利用搜尋引擎、網路廣告、電子郵件或是部落格等，但是FACEBOOK不一樣的地方在於讓企業變成了消費者的朋友。FACEBOOK成功的複製使用者真實人際關係到網路平台上，因此成了獨特的發展利基。每個網路使用者最初關心的事物，是以本身為圓心，再慢慢擴展到朋友，最後才是整個網路世界。因此，企業利用FACEBOOK平台用朋友的角色，持續對消費者說明其經營理念，行銷其商品的優勢，與消費者建立長久的關係。本研究就是在討論企業如何經營FACEBOOK粉絲專頁的方法以及追求的目標。 本研究的研究問題有三：1.企業成立FACEBOOK粉絲專頁的原因為何？2.企業如何經營粉絲專頁？如何增加粉絲專頁的會員數，與粉絲建立起信任感？如何管理粉絲專頁產生的資產？3.企業成立FACEBOOK粉絲專頁獲得效益為何？ 透過深度訪談三家經營粉絲專頁的企業，並配合相關的次級資料蒐集與整理，本研究獲得以下主要結論：1. 粉絲專頁經營者舉辦的活動與訊息內容會影響粉絲團成員的加入與退出。2. 粉絲專頁經營者訊息的寫法與內容同等重要，會影響粉絲分享的動力。3. 粉絲專頁裡與粉絲相關的訊息容易引起互動，吸引粉絲來回應。4. 粉絲專頁經營者利用FACEBOOK為企業帶入了新的消費者，建立品牌。5. 粉絲專頁讓企業更了解顧客想法，和顧客建立起長期、良好的關係。 | zh_TW |
| dc.description.abstract (摘要) | From 2009 to 2010, the most popular website is FACEBOOK. The total FACEBOOK users are more than four hundred and fifty million. Base on official statistics, there are one million and six hundred thousand fans pages in FACEBOOK. They are operated by seventy hundred thousand companies. FACEBOOK is a social utility that helps people communicate more efficiently with their friends, family and coworkers. The company develops technologies that facilitate the sharing of information through the social graph, the digital mapping of people`s real-world social connections. Anyone can sign up for FACEBOOK and interact with the people they know in a trusted environment. FACEBOOK fans page is a development platform that enables companies and engineers to deeply integrate with the FACEBOOK website and gain access to millions of users through the social graph. FACEBOOK is a part of millions of peopleâs lives all around the world providing unparalleled distribution potential for applications and the opportunity to build a business that is highly relevant to peopleâs lives. This study tries to find how to operate FACEBOOK fans pages and companiesâ objectives. The study aims to investigate the following questions: 1. What is the reason for company want to establish fans page on FACEBOOK. 2. How does the company operate fans page? How do they increase their members? How do they manage fans pageâs assets? 3. What is the result of companyâs fans page? Through interviewed three fans page operator in Taiwan and applied secondary data analysis, the preliminary research finding include: 1. The fans page operatorâs message and activity will affect fans pageâs amount. 2. The tone and content of message will affect fansâ motive to share. 3. The related messages arouse fansâ attention. They tend to interact this messages. 4. The fans page can attract new consumers. And the company can establish their brand. 5. The fans page let the company understand the customerâs thought. And the company can maintain long-term relationship with customer. | en_US |
| dc.description.abstract (摘要) | 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的與研究問題 6 第三節 研究流程 8 第二章 文獻探討 9 第一節 Web2.0 9 第二節 虛擬社群 11 第三節 關係行銷 31 第四節 品牌 39 第五節 本章小節 49 第三章 研究方法 50 第一節 研究架構 50 第二節 研究變數說明 51 第三節 研究設計 54 第四節 研究對象 56 第五節 研究限制 57 第四章 個案研究 58 第一節 KKBOX個案 58 第二節 遊戲基地個案 65 第三節 7-ELEVEN個案 76 第四節 個案彙整與比較 83 第五章 研究發現與討論 91 第一節 企業FACEBOOK粉絲專頁之會員發展 91 第二節 企業FACEBOOK粉絲專頁之社群關係 95 第三節 企業FACEBOOK粉絲專頁之資產管理 99 第四節 企業FACEBOOK粉絲專頁之追求目標 102 第五節 研究發現圖示說明 105 第六章 研究結論與建議 106 第一節 研究結論 106 第二節 研究建議 107 參考文獻 110 | - |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0097359030 | en_US |
| dc.subject (關鍵詞) | FACEBOOK | zh_TW |
| dc.subject (關鍵詞) | Web 2.0 | zh_TW |
| dc.subject (關鍵詞) | 粉絲專頁 | zh_TW |
| dc.subject (關鍵詞) | 虛擬社群 | zh_TW |
| dc.subject (關鍵詞) | 關係行銷 | zh_TW |
| dc.title (題名) | 企業利用FACEBOOK平台經營粉絲專頁社群之研究 | zh_TW |
| dc.title (題名) | The enterprises operate the virtual community by using FACEBOOK fans page. | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 中文文獻 | zh_TW |
| dc.relation.reference (參考文獻) | 王鈿（2000）。從虛擬社群觀點探討女性網站之經營模式－以 i-Village 為例，國立臺灣大學商學研究所。 | zh_TW |
| dc.relation.reference (參考文獻) | 王孟邦（2001）。虛擬社群管理、社群績效、與獲利模式關係之探討。國立政治大學資訊管理研究所。 | zh_TW |
| dc.relation.reference (參考文獻) | 朱怡蒂（2006）拍賣網站女性商品賣家關係行銷效果之研究－以網路社群觀點分析。國立中正大學電訊傳播研究所。 | zh_TW |
| dc.relation.reference (參考文獻) | 朱道凱譯，Hagel III, J. and Armstrong, A.G（1998）。網路商機－－如何經營網路社群（Net Ggain：Expanding markets through virtual community）。臉譜出版 | zh_TW |
| dc.relation.reference (參考文獻) | 任秀芸（2007）。從品牌觀點探討台灣企業部落格之發展。國立政治大學管理碩士學程。 | zh_TW |
| dc.relation.reference (參考文獻) | 何雍慶（1993）實用行銷管理。華泰書局。 | zh_TW |
| dc.relation.reference (參考文獻) | 李肇峰（2007）。虛擬社群網站經營策略之研究。國立中正大學企業管理研究所。 | zh_TW |
| dc.relation.reference (參考文獻) | 吳宜真（2008）。企業部落格社群經營與價值共創之研究。國立政治大學科技管理研究所。 | zh_TW |
| dc.relation.reference (參考文獻) | 沈雲驄、湯宗勳譯（1998）行銷法則。商業週刊。（原著：Aaker, D. A. ( 1996 ) , Building Strong Brands, Big Apple Tuttle-Mori Agency.） | zh_TW |
| dc.relation.reference (參考文獻) | 紀姿吟（2005）。交友網站社群經營模式之研究。中原大學資訊管理研究所。 | zh_TW |
| dc.relation.reference (參考文獻) | 孫傳雄（2009年10月）。Facebook 行銷大補帖http://blog.chinatimes.com/tomsun/。 | zh_TW |
| dc.relation.reference (參考文獻) | 張瑞麟（2002）。虛擬社群強化社群成員歸屬感之研究。國立雲林科技大學企業管理研究所。 | zh_TW |
| dc.relation.reference (參考文獻) | 黃文彥（2008）。運用群眾外包模式的Web2.0網站如何跨越鴻溝。國立政治大學科技管理研究所。 | zh_TW |
| dc.relation.reference (參考文獻) | 黃莉雯（2008）。虛擬社群網站品牌建立與網站品牌權益評估。國立政治大學企業管理所研究。 | zh_TW |
| dc.relation.reference (參考文獻) | 曾光華（1995）顧客資料庫與關係行銷。第二屆中小企業管理研討會論文集（下）。經濟部中小企業處。頁.129-137。 | zh_TW |
| dc.relation.reference (參考文獻) | 創市際市場研究顧問電子報（2010年1月）。ARO觀察：2009年社群網站使用狀況。http://news.ixresearch.com/?p=1211。 | zh_TW |
| dc.relation.reference (參考文獻) | 鄭緯筌（2010年7月）。虛擬大國誕生，第三波淘金潮在FACEBOOK。數位時代 | zh_TW |
| dc.relation.reference (參考文獻) | 羅之盈（2010年1月）。2010年FACEBOOK粉絲專頁熱門榜，50強現身。數位時代。 | zh_TW |
| dc.relation.reference (參考文獻) | 英文文獻 | zh_TW |
| dc.relation.reference (參考文獻) | Aaker, D. A. and Keller, K. L. (1990), “Consumer Evaluations of Brand Extensions,” Journal of Marketing, 54 (1), pp.27-41 | zh_TW |
| dc.relation.reference (參考文獻) | Aaker, D. A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: The Free Press. | zh_TW |
| dc.relation.reference (參考文獻) | Aaker, D. A. (1996). Building Strong Brands, New York: The Free Press. | zh_TW |
| dc.relation.reference (參考文獻) | Aaker, D. A. and Joachimsthaler, E. (2000), Brand Leadership: The Next Level of The Brand Revolution, New York: Free Press. | zh_TW |
| dc.relation.reference (參考文獻) | Angehm, A. A. and Meyer, J. F. (1997), “Developing Mature Internet Strategies:Insights From The Banking Sector,” Information Systems Management, 14(3), pp.37-43. | zh_TW |
| dc.relation.reference (參考文獻) | Berry, L.L. and Parasuraman, A., (1991). Marketing Services: Competing Through Quality, New York: The Free Press. | zh_TW |
| dc.relation.reference (參考文獻) | Borys,B.and Jemison, D.B. (1989), “Hybrid Arrangements as Strategic Alliances: Theoretical Issues in Organizational Combinations,” Academy of Management Review, 14(2), pp.234-249. | zh_TW |
| dc.relation.reference (參考文獻) | Bressler, S. E. and Grantham, C. E. (2000), “Communities of Commerce: Building Internet Business Communities to Accelerate Growth”, Minimize Risk and Increase Customer Loyalty, McGraw- Hill. | zh_TW |
| dc.relation.reference (參考文獻) | Chang, P.K. and Andrew, B.W. (1999), “Electronic Communities as Intermediaries: The Issues and Economics,” Proceeding of the 32nd Hawaii International Conference on System Sciences. | zh_TW |
| dc.relation.reference (參考文獻) | Christopher, M., Payne, A., and Ballantyne, D. (1991), “Relationship Marketing-Bringing Quality,” Customer Service and Marketing Together. Butterworth-Heinemann Ltd. Communication and Society, 3(1), pp.3-37 | zh_TW |
| dc.relation.reference (參考文獻) | Figallo, C. (1998). Hosting Web Communities: Building Relationships: Increasing Customer Loyalty, and Maintaining a Competitive Edge. New York: John Wiley and Sons. | zh_TW |
| dc.relation.reference (參考文獻) | Gummesson, E.(1987), “The New Marketing: Developing Long Term Interactive Relationships,” Long Range Planning, 20(4), pp.10-20 | zh_TW |
| dc.relation.reference (參考文獻) | Hagel, J. and Armstrong, A. (1997), Net Gain: Expanding Marketing through Virtual Communities. McKinsey and Company. | zh_TW |
| dc.relation.reference (參考文獻) | Levitt,T. (1983), “After the Sale is Over,” Harvard Business Review, November/December, pp.87-93 | zh_TW |
| dc.relation.reference (參考文獻) | Peppers, D., M. Rogers, and Dorf, B. (1999), “Is Your Company Ready for One-to-One Marketing? ”, Harvard Business Review, January/February, pp.151-160. | zh_TW |
| dc.relation.reference (參考文獻) | Preece, J. (2000). Online Communities: Designing Usability, Supporting Sociability. Chichester, UK: Wiley. | zh_TW |
| dc.relation.reference (參考文獻) | Roberts, T. L. (1998), “Are Newsgroups Virtual Communities?”, Proceedings of Computer-Human Interaction, 360-367. | zh_TW |
| dc.relation.reference (參考文獻) | Rohlfs, J. (1974), “A Theory of Interdependent Demand for a Communications Services,” Bell Journal of Economics and Management Science, 5(1), pp.16-37. | zh_TW |
| dc.relation.reference (參考文獻) | Shapiro, C. and Varian, H. R. (1999), Information Rules：A Strategic Guide to the Network Economy. Cambridge, MA: Harvard Business School Press. | zh_TW |
| dc.relation.reference (參考文獻) | Solomon, M. R. and Stuart, E. W. (2002), Marketing Real People, Real Choice , Englewood Cliffs, NJ: Prentice-Hall. | zh_TW |
| dc.relation.reference (參考文獻) | Williams, R. L. and Cothrel, J.(2000),âFour Smart Ways to Run Online Communities,â Sloan Management Review, 41(4), pp. 81-91. | zh_TW |
| dc.relation.reference (參考文獻) | Wilson, D.T. (1995), “An Integrated Model of Buyer-Seller Relationships,” Journal of the Academy of Marketing Science, 23(5), pp.335-345. | zh_TW |
