臺灣博碩士論文加值系統

　　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.

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 4
第四節 研究時程 4
第五節 研究架構與流程 5
　
第二章 文獻探討 7
第一節 微網誌 7
第二節 網路行銷 13
第三節 口碑行銷 14
第四節 網路口碑 17
第五節 網路社群 19
　
第三章 研究方法 20
第一節 內容分析法 20
第二節 研究對象與選取樣本 23
第三節 研究程序與統計分析 27
　
第四章 資料分析 32
第一節 樣本資料統計分配 32
第二節 商品 - 對象 40
第三節 商品 - 反應 52
第四節 對象 - 表現內容 69
第五節 反應 - 表現內容 127
第六節 總結 144
　
第五章 結論與建議 158
第一節 結論 158
第二節 建議 159
　
參考書目
一、中文部分 162
二、西文部分 163
三、網頁部分 167

一、中文部份
　
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二、英文部分
　
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三、網頁部分
　
〔1〕（Facebook Marketing Statistics）http://www.checkFacebook.com/
　
〔2〕（Jorn Barger）http://www.robotwisdom.com/
　
〔3〕（Robot Wisdom Weblog）http://www.robotwisdom.com/
　
〔4〕（Yahoo!奇摩新聞，2009）http://tw.news.yahoo.com/article/url/d/a/090612/16/1l631.html
　
〔5〕（孫傳雄的科技部落格，facebook 新界面搶先看！，2010）http://www.gururu.tw/2010_new_Facebook.html
　
〔6〕（孫傳雄的科技部落格，孫傳雄的微網誌行銷個案講座(1)－從 Dell 戴爾電腦利用 Twitter 微網誌行銷賺進300萬美金談起，2010）http://www.gururu.tw/dell-twitter%E8%A1%8C%E9%8A%B7%E5%80%8B%E6%A1%88%E7%A0%94%E7%A9%B6.html
　
〔7〕（商業周刊，一百四十字微網誌　成企業新利器，2009）http://www.nownews.com/2009/06/01/320-2456873.htm
　
〔8〕（創市際市場研究顧問公司）http://www.insightxplorer.com/
　
〔9〕（華龍國小數位學習網 1.1 Blog的簡史）http://163.17.156.130/moodle/mod/book/view.php?id=1807&chapterid=416
　
〔10〕（維基百科，Facebook，2010） http://zh.wikipedia.org/zh-tw/Facebook
　
〔11〕（維基百科，誠品書店，2010）http://zh.wikipedia.org/zh-tw/%E8%AA%A0%E5%93%81
　
〔12〕（維基百科，網路口碑，2010）
　
http://zh.wikipedia.org/zh-tw/%E7%B6%B2%E8%B7%AF%E5%8F%A3%E7%A2%91
　
〔13〕（維基百科，微網誌，2010） http://zh.wikipedia.org/w/index.php?title=%E5%BE%AE%E5%8D%9A%E5%AE%A2&variant=zh-tw
　
〔14〕（資策會FIND網站，企業行銷新方向－利用微網誌「主動」拉近客戶距離，2010）http://www.find.org.tw/find/home.aspx?page=news&id=5701
　
〔15〕（聯合新聞網數位資訊，Facebook在台暴紅，用戶成長30倍，2009）http://mag.udn.com/mag/digital/storypage.jsp?f_ART_ID=213099