臺灣博碩士論文加值系統

社群媒體改變了市場中的權力結構，社群媒體解釋了他們的才能和創造的可能性，作為企業行銷戰略的一部分，並使用不同方式作為行銷工具的。社群媒體作為直接行銷和公關工具，作為客戶影響力的工具，作為個性化產品的工具，最後本文將圍繞創意行銷領域的這一新元素確定未來的研究方向。社群媒體是促銷組合的混合元素，因為從傳統意義上說，它使公司能夠與其客戶交談，而從非傳統意義上說，它使客戶能夠直接對話。基於社群媒體的對話在消費者之間產生的內容、時間和頻率直接控制之外。這與傳統的整合行銷傳播模式形成對比，因為傳統的整合行銷傳播模式具有高度的控制力。因此管理者必須學會以符合組織使命和績效目標的方式塑造消費者的討論。儘管社群媒體日益普及應用於商業活動，企業部署了以直覺或反複試驗為導向的社群媒體行銷策略。本研究還將營銷組織理論框架下的社群媒體行銷策略和戰略行為定位，並討論了社群媒體對行銷便利商店概念的影響。該研究為社群媒體創意行銷活動以及在企業部署社群媒體行銷策略提供了有價值的理論洞察力。

The social media changed the power structure in the market, and the social media explained their abilities and possibilities as part of the marketing strategy and used different ways as a marketing tool. As a tool for direct marketing and public relations, the social media, as a tool for customer influence, is a tool for personalized products. Finally, this article will determine the future research direction around the new element in the field of creative marketing. Social media is a mixed element of the promotion portfolio because, in the traditional sense, it enables a company to talk to its customers, and in a nontraditional sense, it enables the customer to talk directly. Dialogue based on social media is directly controlled by the content, time and frequency generated by consumers. This contrasts with the traditional integrated marketing communication mode, because the traditional integrated marketing communication mode has a high degree of control. Managers must therefore learn to shape consumers' discussions in a manner consistent with organizational mission and performance goals. Despite the growing popularity of social media in business activities, enterprises have deployed an intuitive or trial oriented social media marketing strategy. This study also focuses on the marketing strategy and strategic behavior of social media in the framework of marketing organizational theory, and discusses the impact of social media on the concept of marketing convenience stores. This study provides valuable theoretical insights for social media creative marketing activities and the deployment of social media marketing strategies in enterprises.

第一章 緒論 ....................................... 4
第一節 研究背景與動機 .... ..........................4
第二節 研究目的 ................................... 6
第二章 文獻探討 ................................... 7
第一節 社群媒體定義 ................................7
第二節 創意行銷定義與策略 ......................... 8
第三節 社群媒體行銷應用 ............................9
第四節 Facebook簡介 .................................11
第五節 Facebook粉絲專頁 ..............................13
第三章 研究方法 ..................................... 15
第一節 研究架構 ..................................... 15
第二節 研究假設 ..................................... 16
第三節 四大超商簡介 ................................. 18
第四節 四大超商粉絲專業發展概況 ...................... 23
第四章 資料分析 .................................... 27
第一節 節慶檔次 .................................... 29
第二節 名人代言 .................................... 30
第三節 美食訊息 .................................... 31
第四節 優惠活動 .....................................32
第五節 日常生活 .................................... 33
第六節 綜合分析 .................................... 34
第五章 結論與建議 .................................. 43
第一節 研究結論 .................................... 43
第二節 給予使用社群媒體便利商店之建議 ................ 44
第三節 研究限制與後續研究之建議 ......................46

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