臺灣博碩士論文加值系統

本論文旨在探討新創公司在初期階段如何有效經網路社群平台，並以GaiaBit毛焦點為例進行實證研究。GaiaBit毛焦點是一個開發硬體以及軟體的新創公司，透過物聯網的方式增強人類與動物的情感連結。本研究透過文獻回顧分析網路社群平台的發展及其對新創公司的影響，特別關注短影片內容在Instagram、YouTube及TikTok等平台上的表現。研究方法包括數據收集與分析、成功案例評估，並結合統計工具探討互動率及觸及率的影響因素。研究顯示不同平台的受眾反應有顯著差異，Instagram和TikTok上短影片的表現普遍優於YouTube。本論文提供了具體的運營策略建議，在幫助新創公司在競爭激烈的市場中提升品牌影響力及用戶參與度，並期望對未來相關研究提供參考。

This thesis aims to explore how startups can effectively manage social media platforms during their initial stages, using GaiaBit Mao Focus as a case study. GaiaBit Mao Focus is a startup that develops both hardware and software, enhancing the emotional connection between humans and animals through IoT technology. This study analyzes the development of online social media platforms and their impact on startups through a literature review, with a particular focus on the performance of short video content on Instagram, YouTube, and TikTok. Research methods include data collection and analysis, evaluation of successful cases, and the use of statistical tools to investigate factors influencing interaction and reach rates. The research indicates significant differences in audience reactions across different platforms, with short videos performing generally better on Instagram and TikTok compared to YouTube. This thesis provides specific operational strategy recommendations to help startups enhance brand influence and user engagement in a competitive market, and aims to offer insights for future related studies.

摘要 i
ABSTRACT ii
誌謝 iv
目錄 v
表目錄 vii
圖目錄 viii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究方式 3
第二章 文獻回顧 8
2.1 網路社群平台的發展與影響 8
2.1.1 社群平台對企業的影響 9
2.2 社群媒體對新創公司的影響 11
2.2.1 成功案例分析 15
2.2.2 經營策略的定義與分類 16
2.3 短影片興起與影響 21
2.3.1 短影片平台的比較分析 23
2.3.2 短影片商機 25
2.4 社群平台上的互動與參與 26
第三章 研究方式 28
3.1 研究流程與架構 28
3.2 資料收集方法 31
3.3 資料分析工具 32
3.4 社群平台運營策略 36
3.5 成功案例評估標準 40
第四章 分析與結果 43
4.1 GaiaBit毛焦點的社群平台分析 43
4.2 影片互動率及分類 46
4.3 短影片內容的影響 49
4.3.1 社群吸引不同客群 49
4.3.2 吸引價值標題 51
4.4 社群平台經營結果 52
第五章 結論與建議 56
5.1 研究結論 56
5.2 未來研究方向 58
參考文獻 60

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