企業採用微網誌進行網路行銷之內容分析—以誠品書局之Facebook為例

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Title:	企業採用微網誌進行網路行銷之內容分析—以誠品書局之Facebook為例
Other Titles:	Content analysis of firms adopting micro blogging to conduct Internet marketing--An Example of Elite Bookstore Facebook
Authors:	陳俞廷 Chen, Yu-ting
Contributors:	資訊管理學系碩士班尤國任 Kuo-jen Yu
Keywords:	口碑行銷;微網誌;網路行銷;網路社群;網路口碑 Internet Marketing;Word of mouth marketing;Internet community;online word-of-mouth;Micro-blogging
Date:	2010
Issue Date:	2015-03-16 11:42:24 (UTC+8)
Abstract:	微網誌所帶來的社群傳播之效益極為適合企業利用來做網路宣傳與行銷，本論文即欲探討企業利用微網誌之行銷效果及顧客群反應，由兩位編碼員進行內容分析，分析主體為誠品於微網誌facebook上發表它們在自己網站上的相關文章內容以及所屬粉絲群，計文章主題總數為1166份；本研究結果發現：1.誠品微網誌對於年輕族群對象訴求較為明確，其中以學生方面為最多，並對於網友族群頗為重視、2.誠品利用微網誌推展行銷商品方式多半結合產品說明會或藝文活動，以間接介紹及創意標語來推銷新產品，行銷產品仍以書籍雜誌為主、3.誠品使用微網誌表現方式與手法多以直喻性文字深入消費者心坎，營造正面情緒，同時利用文字內容及圖像內容引導網友觀看、4.誠品微網誌之網友反應效果通常良好，贊同且愛好誠品行銷手法，其文章內容確實訴求其行銷族群對象，並有導引情緒之效果，引起網友們反應及共鳴；最後，本研究針對研究結果推論總結並做實務上之建議。　　Micro-blogging community caused by spread of the effectiveness of highly suitable for corporate use to do online promotion and marketing, this thesis means to discuss business of using micro-blog marketing results and customer base reaction, the study conducted by two coders content analysis, analysis of the main items on the sincerity expressed by micro-blog facebook Eslite station in the article content, and their fans Eslite stations, namely, a total of 1166 copies of the article topic; this study found that 1. Eslite micro-blog for the young population demands more specific object to women and work, single ethnic group and the largest number of students and groups for users very seriously.2. Eslite use of micro-marketing blog promotion methods usually combine the product description of goods or literary events, presentations and creative speech indirect marketing of new products, marketing products that books and magazines are still the main three. Eslite expression using micro-blogging and means more direct metaphor of the text further to the hearts of consumers, to create a positive mood, the contents of text and image content in order to guide the users viewing the content. 4. Eslite micro-blog of the reaction results are usually good friends, support and love Eslite marketing practices, the article content is the demands of their target marketing groups, and has guided the emotional effect of the reaction caused by users and resonance; Finally, on the results, summarize inferences and make practical suggestions.
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