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研究生:劉哲宏
研究生(外文):Che-Hung Liu
論文名稱:企業運用社群媒體進行創新
論文名稱(外文):Using social media to innovate in business operation
指導教授:謝焸君謝焸君引用關係
口試委員:王惠嘉張世其
口試日期:2016-06-29
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:2016
畢業學年度:104
語文別:英文
論文頁數:35
中文關鍵詞:社群媒體創新開放式創新群眾外包社群創新平臺
外文關鍵詞:Social media innovationopen innovationcrowdsourcingsocial media platform
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現今,社群媒體在全球有超過兩億的使用者,而使用者數量還在持續增加,這當中,企業使用數也相當可觀。目前有許多文獻研究企業如何運用社群媒體,但領域多集中在行銷或是宣傳方面。近年來有學者開始討論將社群媒體運用在企業的其他層面,例如創新、新產品開發等。儘管已有學者研究社群媒體在企業創新運用的可能性,但探討研究企業如何實際運用社群媒體來創新的文章還不多,部分研究著重在單一平台之分析,或是單一面向,缺乏廣泛的探討究竟這些創新社群平台在不同產業、公司當中如何操作。
因此,本文探討14間不同產業別的企業在創新平臺的營運方式,並用企業執行、平台特性以及使用者參與三構面,分析企業如何運用這些平台進行創新、有哪些重要的因素、不同公司間有何差異性以及相似性,最後歸納出企業運用社群媒體的關鍵因子。研究結果指出,不同企業的平台運作有其差異性,但也有許多部分有其相似性,例如短期競賽、創新團隊、提供給使用者的主要功能以及記分板等。這些發現描繪出各種社群創新平臺的運行樣貌,提供企業在社群媒體策略運用,以及提供其他學者研究相關領域時的參考。


Nowadays, there are more than 2 billion users have social media accounts, and the numbers still increasing. There is a great deal of general literature on how companies using social media, but most articles focus on marketing or advertising. Recently, some studies discussed using social media in innovation field, like R&D or new product development.
Although, some researchers were written how firms using social media in innovating, but most of article were focus on one site, like business implement(Hossain & Islam, 2015) or business-to-business organizations(Hannu K et al., 2010). There is lack widely discussion about what’s the different between company’s operation in social media innovation.
Therefore, this study discussion how companies using innovation platform on 14 companies in different industry. We used three dimensions: innovation strategy, platform implement and user participant activity. The result indicated: there are differentiation in different platform, but there are several similarities in innovation platform, like innovation campaign, innovation team, vote, comment, scoreboard etc.
This study discovery an operation way in social media innovation platform. It’s can offer a reference in company’s social media innovation strategy and other researchers study in related field.


1. Introduction 1
1.1. Research motivation 1
1.2. Research question 2
1.3. Research meaning 3
2. Literature review 4
2.1. Definition of social media 4
2.2. Definition of innovation 6
2.2.1. Open innovation 6
2.2.2. Crowdsourcing 7
2.2.3. Co-creation 8
2.3. About usage of social media and innovation 8
3. Methods 12
4. Social media platform using in innovation 14
4.1. Introduction and classify the social media innovation platform 14
4.1.1. Case introduction 15
4.2. How companies to operation platform 19
4.2.1. Company’s innovation strategy 20
4.2.1.1. Showing all idea 20
4.2.1.2. Multiple social media platform using 20
4.2.1.3. Innovation project team 21
4.2.1.4. Let users know the purpose of company 22
4.2.1.5. Encourage user to donate idea 23
4.2.1.6. Innovation campaign 23
4.2.1.7. Scoreboard 24
4.2.2. Platform implement 25
4.2.2.1. Comment elements 25
4.2.2.2. Website interface 25
4.2.2.3. Type of column 26
4.2.2.4. Idea box 26
4.2.2.5. Submission page 27
4.2.3. User participant activity 27
4.2.3.1. Log in and profile 27
4.2.3.2. Share 28
4.2.3.3. Vote 28
4.2.3.4. Discussion 29
4.2.3.5. See 29
5. Conclusion 32
References 33


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