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研究生:粘詠晴
研究生(外文):Yung-Ching Nien
論文名稱:Facebook粉絲頁的社交網站推廣策略:以三個產業為例
論文名稱(外文):The Promotional Strategies in Social Networking Sites of Three Industries on Facebook Fan Pages
指導教授:鄭菲菲鄭菲菲引用關係
口試委員:白凢芸陳佳楨
口試日期:2015-07-20
學位類別:碩士
校院名稱:國立中興大學
系所名稱:科技管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:英文
論文頁數:45
中文關鍵詞:Facebook社群媒體粉絲頁線上推廣內容分析
外文關鍵詞:FacebookSocial MediaFan PageOnline PromotionContent Analysis
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隨著網際網路的快速增長,社群媒體已經成為影響消費者資訊來源的重要網路平台之一,其中,Facebook是近年來成長最快速的社群媒體網站平台,它提供了一個管道可以讓賣家在平台上與消費連絡感情,以分享資訊之用。因此,Facebook已儼然成為企業與客戶之間的一個重要行銷工具。在過去,社群媒體的文獻大多集中在電子商務實踐的發展和實施。不過,對於想要瞭解企業如何利用社群媒體與客戶連接的相關研究仍然是有限的。

在本研究中,主要的研究產業目標有:餐飲業、居家生活業,以及便利商店產業,並探討這三個產業在Facebook粉絲專頁上各店家所發佈的訊息,資料收集期間從2013年10月1日至2014年9月30日,並使用內容分析法來分析每個店家在粉絲頁上的訊息文章,接著從服務提供者角度和消費者角度分別進行研究與分析,並找出哪些促銷訊息種類是在社群媒體網站上比較常被店家使用及被消費者接受的。

本研究結果提供了此三種產業的雙方(賣方、買方)對於在Facebook粉絲頁上的推廣訊息觀點。而研究結果指出,賣家和客戶關心的事情是不同的。


With the rapid growth of Internet, social media has become one of the most important communication platforms that significantly influenced consumers’ information sources. Facebook is one of the fast-growing social networking websites that provide a channel for marketers to connect and share information with their customers. Thus, it has become an important marketing tool between companies and their customers. In the past, the literature of social media mostly focused on the development and implementation of e-business practices. However, the research on understanding the objective of businesses to utilize the social media to connect with customers is limited.
In this study, the objective is to explore the promotion types applied by restaurant industry, household product industry, and convenience store industry who are using the Facebook to deliver the messages to their fans through the fan pages in Facebook. The study collected the posts from Facebook during 10/01/2013 to 9/30/2014 and applied the content analysis method to explore each posted articles. The analysis was conducted from service provider and customer perspective in order to understand which promotional categories are more popular and are more accepted in social networking websites.
Results from this study offered two-sided (service provider and customer) perspectives on promotion messages in Facebook fan pages among three different industries. The study results indicated that sellers and customers are caring about different things.

Chapter 1 Introduction 1
1.1. Research Background and Motivation 1
1.2. Research Purpose 3
Chapter 2 Literature Review 4
2.1. Social Media 4
2.2. Facebook 5
Chapter 3 Methodology 7
3.1 Training Data 7
3.2 Research Target 10
3.3 Content Analysis 12
3.4 Research Design 12
Chapter 4 Data Analysis 14
4.1 Restaurant Industry 14
4.1.1 Dazzling Café Honey Toast 14
4.1.2 Second Floor Cafe 16
4.2 Household Product Industry 18
4.2.1 MUJI 18
4.2.2 Working House 20
4.3 Convenience Store Industry 23
4.3.1 7-11 23
4.3.2 FamilyMart 25
Chapter 5 Discussion 28
Chapter 6 Conclusion 31
Appendix 35
Appendix 1: Examples of Announcement 35
Appendix 2: Example of New service & new product announcement 36
Appendix 3: Example of Emotional messages 36
Appendix 4: Example of Joint marketing activity 37
Appendix 5: Example of Discount messages 38
Appendix 6: Example of Promotion 38
Appendix 7: Example of Endorsement 38
Appendix 8: Example of Free gift or coupon with the purchase of a certain amount 39
Appendix 9: Example of Participate the draw with consumption 39
Appendix 10: Example of Free gift with consumption 40
Appendix 11: Example of Draw with the purchase of a certain amount 40
Appendix 12: Example of Free gift with certain consumption 41
Appendix 13: Example of Free gift with the participation of activity on Facebook 41
Appendix 14: Example of Participate the draw on Facebook activity 41
References 43

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