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研究生:陳啟川
研究生(外文):CHEN, CHI-CHUAN
論文名稱:以使用者體驗為基礎的社群媒體行銷個案研究
論文名稱(外文):A Case Study of Social Media Marketing based on User Experience
指導教授:吳濟聰吳濟聰引用關係
指導教授(外文):Wu, Ji-Tsung
口試委員:吳濟聰楊銘賢廖耕億
口試委員(外文):Wu, Ji-TsungYang, Ming -HsienLiao, Gen-Yih
口試日期:2016-07-04
學位類別:碩士
校院名稱:輔仁大學
系所名稱:資訊管理學系碩士在職專班
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:112
中文關鍵詞:社群媒體游擊行銷使用者體驗粉絲口碑傳播
外文關鍵詞:Social MediaGuerrilla MarketingUser ExperienceFansWord of Mouth
相關次數:
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網際網路的應用從Web 2.0強調使用者互動,到社群媒體的使用者參與,企業也漸漸應用社群媒體做為行銷工具。本研究以2010年在中國成立的小米科技作為社群媒體行銷的標竿企業,因為小米科技運用社群媒體經營用戶成為粉絲,並且成功運用游擊行銷,在智慧型手機市場造成話題,在用戶間形成口碑傳播的效果。並且比較在台灣唯一在智慧型手機市場中使用社群行銷操作的華碩電腦Zentalk,提供未來欲採用社群媒體行銷的企業建議與參考。本研究目的有三:(1)了解小米科技與華碩電腦在社群媒體的行銷操作;(2)分析小米科技與華碩電腦在社群媒體行銷操作的差異;(3)提出以使用者體驗為基礎的社群媒體操作建議。
本研究觀察比較兩個案在社群媒體行銷上操作,並對個案華碩電腦社群,Zentalk論壇之資深用戶進行訪談,最後綜合兩個案差異分析及訪談結果整理。本研究經結果分析建議如下:(1)企業社群媒體網站包含多一點的產品,較有交叉銷售的機會;(2)企業社群媒體應善用用戶群體智慧,讓用戶服務用戶、自我服務;(3)產品體驗活動應善用用戶參與,讓正、負面口碑加速產品創新,並吸引更多潛在消費者;(4)善用多管道社群媒體行銷增加曝光率;(5)品牌口碑有助於促使用戶採用新產品之意願。
From Web 2.0, the Internet applications emphasized on the user interaction. With social media, the Internet applications focus on user participation. More and more companies use social media as a marketing tool.
This study use the Xiaomi Technology which is established in 2010 in China as the benchmark. With social media, the Xiaomi Technology turn users into fans. With the effect of word of mouth, the Xiaomi Technology utilizes guerrilla marketing to make products popular in the smartphone market. Compared to the Xiaomi Technology Inc. (Xiaomi), this study also studied ASUSTeK Computer Inc. (ASUS) which is the only company utilize social media in the smartphone market. This study compares these two companies to provide suggestions for using the social media marketing in the future.
The goals for this research are: (1) to understand the social media marketing operations in both Xiaomi and ASUS; (2) to compare the social media marketing operations in Xiaomi with ASUS; (3) to provide suggestions for social media operations with user experiences.
This research conducts observations on how these two companies operate social media. Several senior participants in the ASUS smartphone social media, Zentalk forum, were interviewed. The results of this study are: (1) With more products covered in the social media, there will be more sales opportunities; (2) With collective intelligence, consumers serve other consumers and serve themselves; (3) Product experience activities should take advantages of user participation. Both positive and negative word of mouth should be utilized to accelerate product innovation and to attract more potential consumers; (4) Makes good use of the multi-channel social media marketing to gain popularity; (5) Word of mouth for a brand encourages consumers to purchase new products.
目 錄 V
圖 次 VIII
表 次 XI
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第貳章 文獻探討 7
第一節 Web 2.0與社群媒體(Social Media) 7
第二節 游擊行銷(Guerrilla Marketing) 12
第三節 粉絲 13
第四節 使用者參與和使用者體驗 15
第五節 口碑(Word of Mouth) 18
第六節 小米公司的社群媒體行銷 21
第參章 研究方法 32
第一節 研究方法 32
第二節 研究架構 36
第三節 研究範圍與訪談對象 37
第四節 訪談問題設計 38
第肆章 個案研究結果與分析 39
第一節 個案背景簡介 39
第二節 社群媒體Zentalk論壇運作概況 39
第三節 小米與華碩社群媒體行銷操作比較 42
第四節 社群媒體行銷操作彙整分析 74
第五節 訪談結果分析 79
第六節 社群媒體操作與訪談結果分析 84
第伍章 結論與建議 96
第一節 研究結論與建議 96
第二節 研究限制 99
第三節 研究貢獻 100
第四節 未來研究建議 100
參考文獻 102
一、中文部份 102
二、英文部份 104
三、網站資料部份 112
附錄一 訪談邀請函 113
附錄二 訪談逐字稿 115
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三、網站資料部份
1.小米科技(無日期)。維基百科。民國105年6月9日,取自https://zh.wikipedia.org/wiki/%E5%B0%8F%E7%B1%B3%E7%A7%91%E6%8A%80。
2.蔡志浩(民國101年5月9日)。不需要說明書 才是好設計。商業週刊網站。民105年7月20日,取自:http://www.businessweekly.com.tw/KBlogArticle.aspx?id=1417。
3.趙坤茂,全球資訊網的新世代:Web 2.0,「數位內容新世紀」第三季,2006,取自http://www.csie.ntu.edu.tw/~kmchao/life/Web2.htm 。

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