臺灣博碩士論文加值系統

近年來新冠肺炎疫情衝擊了全世界，對於個人，企業，政府以及其他外部利害關係人也造成了影響。以企業結構來說，台灣約98%的企業為中小企業，面對外在環境變數的影響，中小企業開始思考如何進行轉型並在大環境中建立競爭優勢。自媒體時代的來臨，越來越多企業開始透過社群媒體平台經營品牌以及行銷，社群媒體在當今世代都成了連結及整合多方訊息的管道之一，本研究以個案分析的方式探討中小企業使用社群媒體行銷的效益及難點，透過深入訪談了解到個案A公司使用社群媒體作為轉型第一步的動機以及A公司透過社群媒體行銷獲取新用戶並提高品牌知名度，在經營社群媒體的同時也遇到轉化率以及行銷預算的問題。本研究也為台灣中小企業提供未來轉型上的方向和想法以及關於社群媒體的認知，期許在未來面對不同外在變數衝擊時可以思考轉型新渠道並結合自身優勢創造新的機會。

In recent years, the COVID-19 pandemic has impacted the entire world, affecting individuals, businesses, governments, and other external stakeholders. Regarding corporate structure, about 98% of Taiwanese companies are small and medium enterprises (SMEs). Facing the influence of external environmental variables, Small and Medium Enterprises have begun to consider how to transform and establish competitive advantages in the broader environment. With the advent of the self-media era, more and more companies have started to manage their brands and market through social media platforms. Social media has become a new channel for connecting and integrating various information in today's era. This study uses a case analysis approach to explore the benefits and challenges of Small and Medium Enterprises using social media marketing. Through in-depth interviews, it understands the motivation behind Case A Company's use of social media as the first step in its transformation and how Company A uses social media marketing to acquire new users and increase brand awareness. While managing social media, the company also encountered issues with conversion rates and marketing budgets. This study also provides directions and ideas for future transformations of Taiwanese Small and Medium Enterprises and insights into social media, hoping that in the face of different external variable impacts in the future, they can think about new transformation channels and combine their advantages to create new opportunities.

摘要 i
Abstract ii
目錄 iii
表目錄 vi
圖目錄 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究問題 3
第四節 研究範疇 3
第五節 研究流程 4
第二章 文獻探討 6
第一節 中小企業的定義 6
第二節 中小企業常見的行銷方式 7
第三節 中小企業在疫情期間可能面臨的數位行銷挑戰 8
第四節 社群媒體的定義 9
第五節 常見的社群媒體行銷策略 10
第六節 中小企業使用社群媒體行銷的效益及問題 11
第七節 小結 12
第三章 研究方法 13
第一節 個案研究策略 13
第二節 數據蒐集 14
第三節 訪談 14
第四節 質性研究 15
第五節 訪談內容之設計 16
第四章 研究結果 17
第一節 個案背景 17
第二節 訪談 18
第三節 訪談流程 18
第四節 轉型動機以及使用社群媒體行銷的第一步 19
第五節 社群媒體行銷策略 20
第六節 社群媒體行銷策略之成效 23
第七節 社群媒體行銷之困難點 28
第五章 研究結論與建議 30
第一節 研究結論及相關分析 30
第二節 給未來中小企業之建議 33
第三節 研究限制及建議 35
第四節 未來研究方向 36
參考文獻 38
附錄：深度訪談之訪談問題 45

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