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研究生:洪新理
研究生(外文):Hsin-Li Hung
論文名稱:旅行業應用Facebook之關係行銷
論文名稱(外文):Facebook Relationship Marketing for Travel agencies
指導教授:曹勝雄曹勝雄引用關係
指導教授(外文):Sheng-Hshiung Tsaur
口試委員:姜淳方王志宏
口試委員(外文):Chun-Fang ChiangChih-Hung Wang
口試日期:2011-12-31
學位類別:碩士
校院名稱:中國文化大學
系所名稱:觀光休閒事業管理研究所
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2011
畢業學年度:100
語文別:中文
論文頁數:119
中文關鍵詞:Facebook關係行銷內容分析法
外文關鍵詞:FacebookRelationship MarketingContent Analysis
相關次數:
  • 被引用被引用:4
  • 點閱點閱:678
  • 評分評分:
  • 下載下載:47
  • 收藏至我的研究室書目清單書目收藏:3
近年來,Facebook迅速的崛起,讓旅行業者紛紛開設Facebook粉絲專頁,有別於單向傳播之傳統網站,其具有雙向溝通之特性,可作為旅行業者強化該品牌知名度與維繫顧客關係之管道。該平台之社交、人際關係及其所聯結的複雜網絡,更進一步被視為最佳行銷之利器,因此,如何透過該平台成功的經營顧客關係與擁有忠誠的顧客,儼然成為旅行業者的重大課題。
本研究主要目的在於探索評估旅行業者Facebook粉絲專頁該具關係行銷之意涵進行研究。研究採用嚴謹的內容分析之方法,以「關係行銷導向」(RMO)之六個組成要素,針對旅行業者Facebook粉絲專頁之內容進行研究與分析。得出研究結果與歸納出研究結論旅行業者Facebook粉絲專頁具有關係行銷之意涵。本研究並推論出有助於後續實證研究相關之命題,以及提出對於旅行業的管理意涵與對未來研究的建議。

The rise of Facebook in recent years has led to travel agencies setting up their own Facebook pages, which function as a platform for promoting their services. Facebook differs from traditional websites that feature one-way communication as it has the char-acteristic of two-way communication. The operation of the platform enhances its brand awareness, as well as the relationship with the customer. Its socializing, interpersonal relationships and the complexity of the network link are regarded as the best marketing tool. Therefore, it has become increasingly important for travel agencies to know how to develop friendly relations with their customers and maintain customer loyalty through the platform.
The main purpose of the study was to explore how travel agencies use their Face-book page to maintain a relationship with their customers, and analyse how these Face-book pages relate to marketing. The study used a rigorous content analysis to research and analyze the content of the Facebook pages of travel agencies using six of the com-ponents of relationship marketing orientation (RMO). In addition, this study mentioned several views of the operation of travel agencies’ Facebook pages. The study not only inferred propositions related to empirical research, but also proposed implications for the management of the travel agencies and recommendations for future research.

內容目錄
中文摘要 ..................... i
英文摘要 ..................... ii
致謝辭 ...................... iii
內容目錄 ..................... iv
表目錄  ..................... vi
圖目錄  ..................... vii
第一章  緒論................... 1
  第一節  研究背景............... 1
  第二節  研究問題與目的............ 4
  第三節  研究範圍與對象............ 7
  第四節  研究內容與流程............ 8
第二章  文獻回顧................. 10
  第一節  社會網絡網站............. 10
  第二節  Facebook............... 18
  第三節  社會網絡網站之相關研究........ 22
  第四節  關係行銷............... 25
  第五節  關係行銷應用之相關研究........ 31
  第六節  關係行銷之相關模式.......... 36
第三章  研究設計................. 45
  第一節  研究架構............... 45
  第二節  研究方法............... 46
  第三節  類目建構............... 49
  第四節  研究樣本............... 51
  第五節  分析方法............... 53
第四章  研究結果與分析.............. 59
  第一節  旅行業運用Facebook之使用現況..... 59
  第二節  Facebook之內容分析:信任、連結、溝通. 64
  第三節  Facebook之內容分析:分享價值、同理心、
  □□□  互惠................. 75
  第四節  命題推論............... 88
第五章  結果與建議................ 95
  第一節  研究結論與意涵............ 95
  第二節  研究限制與建議............ 101
參考文獻 ..................... 104


表目錄
表 2- 1 無名小站、Facebook、痞客邦功能性比較.....13
表 2- 2 Facebook之發展................18
表 3- 1 內容分析法之優缺點.............. 48
表 3- 2 調查對象之基本資料.............. 52
表 3- 3 編碼說明................... 53
表 4- 1 信任、連結、溝通之歸類細目.......... 64
表 4- 2 分享價值、同理心、互惠之歸類細目....... 76


圖目錄
圖 1-1 研究流程圖..................9
圖 2-1 六度分隔理論.................11
圖 2-2 關係行銷之KMV模式.............. 37
圖 2-3 關係行銷導向RMO模式............. 40
圖 2-4 關係行銷結果模式...............41
圖 2-5 顧客關係管理有效性的概念CRME模式...... 43
圖 3-1 研究架構圖..................45
圖 3-2 研究內容分析之步驟..............47
圖 3-3 研究資料之整理步驟..............53
圖 3-4 類目歸類圖..................56



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