臺灣博碩士論文加值系統

近年來，社群媒體蓬勃發展已成為廠商和消費者重要的溝通管道之一。 然而有關於社群媒體的應用研究，多半是以提出整營運之元素為主，較少提及在業者實務上應當如何操作社群媒體的相關研究因此本擬針對此一研究問題，做進步地與討論。
本研究採用 個案研究的方式。 首先，參考過去文獻了解台灣目前化妝品產 業的狀況、社群媒體應用，整理出後續研究所需訪談大綱之透過實際訪談在台灣本地市場營運的化妝品廠商中從事社群媒體規劃、執行之相關人員，以了解個別廠商關於社群媒體的選擇、操作及 應用模式。
本研究發現可歸納有以下四點： (1) (1) 廠商不論是將社群媒體委託給代管公 廠商不論是將社群媒體委託給代管公 司或是自己營運，最後皆會由廠商的內部人員做把關。 (2) (2) 廠商若能在 廠商若能在 資訊蒐集後先發展各個社群 媒體的可能性和定位，則讓媒體的布局更加 完整並更符合公司的需求，才不會只是一味地跟隨潮流而已。（ 完整並更符合公司的需求，才不會只是一味地跟隨潮流而已。（ 3）， 因應 圖像式 社群媒體興起 ，廠商們在製作社群媒體內容時 必須要盡量以視覺化的方式 和消 費者溝通 。 (4) (4) 受訪的業者在 受訪的業者在 社群媒體的實際應用情形，均 符合 Kietzmann et Kietzmann et Kietzmann et Kietzmann et al (2011)al (2011) al (2011) 所提出之蜂巢型架構中的七種社群媒體應用各元素。 所提出之蜂巢型架構中的七種社群媒體應用各元素。 有關本研究的 實務意涵與後續研究建議，也將在本論文的結部分一併提出。 。

In recent years, social media is booming and has become one of major important marketing communication tools used in various fields. However, current research mainly focus on the composite elements of social media application and individual application cases and practices. However, there is no any study related with the operating practices a firm used in its social media. In this explorative research, we intend to explore the operating process of social media which are really used for marketing communication inside a firm.
We used the explorative case study approach to examine how domestic and foreign cosmetics firms in Taiwan use social media for their marketing communication and propose an operating process for further implications and research.
Our study shows (1) Even though the firm decide outsourcing, they will check the final content to make sure the content is consistency of brand concept and image (2) In order to have a comprehensive strategy and meet the firm’s needs, firms should develop the position and possibilities on each social media after gathering information. (3) With the trend of information visualization, firms should communicate with customers by image and visual content. (4) The research result of social media really processes in this case is same with a honeycomb framework by Kietzmann et al (2011). This research provides new insights about using social media in practices and further discussions and implications are discussed at the end of this thesis.

中文摘要 i
Abstract ii
目錄 iii
表目錄 iv
圖目錄 v
第一章 緒論 1
1-1 研究背景 1
1-2 研究動機 3
1-3 研究目的 3
第二章 文獻探討 4
2-1 台灣化妝品產業現況 4
2-2 社群媒體基本介紹 12
2-3 社群媒體操作 17
第三章 研究方法 22
3 - 1 個案研究法 22
3-2 研究流程 23
第四章 個案分析 26
4 - 1 個案分析：A公司 26
4 -2 個案分析：B公司 34
4 - 3 個案分析：C公司 39
第五章 討論 45
第六章 結論 51
6-1 研究結果 51
6-2 研究限制與未來研究方向 52
參考文獻 54
附錄一：研究訪談信 57

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