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    題名: 高科技行銷溝通策略：社群媒體之運用
    作者: 吳盛光
    Wu, Shen Kuang
    貢獻者: 陳建維
    Chen, Chien Wei
    吳盛光
    Wu, Shen Kuang
    關鍵詞: 社群媒體行銷
    行銷漏斗
    行銷溝通策略
    日期: 2012
    上傳時間: 2013-03-01 09:25:06 (UTC+8)
    摘要: 全球都在熱衷社群媒體，其中會員最多的 Facebook 每月活躍的會員更超過了十億人，這麼多活躍的人群聚在社群媒體上，吸引了國外很多企業行銷溝通改採用社群媒體，許多成功個案已經被傳頌許久。然而台灣使用 Facebook 的會員超過總人口的 58%，卻沒有相對比例的台灣企業改採社群媒體當作行銷溝通的媒介，若台灣企業採用社群媒體行銷是不是能和國外的個案一樣成功呢? 台灣高科技產業近年毛利逐漸減少，紛紛尋求轉型發展自有品牌來提高獲利空間，社群媒體行銷應該是可以借助的行銷組合，因為社群媒體用較少的行銷預算就可以讓目標客戶信任你的品牌並建立深厚的關係。
    本研究希望能夠幫台灣高科技找到經營社群媒體行銷最佳的方法與情境，因此採用多重個案分析的方式，深度訪談高科技代表公司英特爾以及華碩電腦的行銷負責人，分析他們所在的高科技產業特性以及公司內部特性如何影響他們的社群媒體行銷策略，希望從中發現可以供台灣高科技公司借鏡的結論。
    本研究發現，台灣高科技公司應該學習英特爾公司運用Safko (2010) 歸納出的五個步驟，循序漸進的將社群媒體行銷三位一體模式整合到行銷溝通策略中，同時行銷溝通應該包括 Rogers (2011) 的行銷漏斗理論中的各個層面，目標是讓企業利害關係人所在社群能夠擁護你的品牌主張。此外研究發現，企業經營社群媒體行銷需要管理高層的同意與支持，分配必要資源，做好長期經營的準備，這是企業經營社群媒體行銷的成功關鍵因素。
    參考文獻: 一、【中文部份】
    Yin, R.(1994), 個案研究(Case Study Research: Design and Methods),尚榮安譯(1999),台北: 弘智文化

    二、【英文部份】
    Boyd, D.M. & Ellison, N.B. (2007), “Social Network Sites: Definition, History, and Scholarship”, Journal of Computer-Mediated Communication, Vol. 13, pp. 210-230.
    Constantinides, E. & Fountain, S.J. (2008), “Web 2.0: Conceptual Foundations and Marketing Issues”, Journal of Direct, Data and Digital Marketing Practice, Vol. 9, No. 3, pp. 231-244.
    Eisenhardt, K.M.(1989), “Building Theories from Case Study Research”, The Academy of Management Review Vol. 14, No. 4 (Oct., 1989), pp. 532-550
    Lutz, M. (2009), “The Social Pulpit: Barack Obama’s Social Media Toolkit” an e-book by Edelman Consultant , pp. 2.
    Kangas, P., Toivonen, S. & Bäck, A. (2007), “Ads by Google and Other Social Media Business Models”, VTT Tiedotteita- Research Notes 2384.
    Kaplan, A.M. & Haenlein, M. (2009), “Users of the World, Unite, The Challenges and Opportunites of Social Media”, Business Horizons, Vol.53, pp. 59-68.
    Kim, W., Jeong, O.R. & Lee, S.W. (2010), “On Social Web Sites”, Information System, Vol. 35 Issue 2, pp. 215-236.
    Lehtimäki, T., Salo, J., Hiltula, H. & Lankine, M. (2009), “Harnessing Web 2.0 for Business to Business Marketing- Literature Review and an Empirical Perspective from Finland”, Faculty of Economics and Business Administration, University of Oulu Working Papers, No.29.
    Lietsala, K., Sirkkunen, E. (2008), “Social Media: Introduction to the Tools and Processes of Participatory Economy”, Published by University of Tampere, pp. 18.
    Mayfield, A. (2008), “What is Social Media” an e-book by Antony Mayfield from iCrossing updated 01.08.2008.
    Rubin, E. (2009), “Social Networking: Walking the Talk”, Journal of the Association for Laboratory Automation, Vol. 14, No. 4, pp. A16.
    Safko, L. (2010), “The Social Media Bible: Tactics, Tools, and Strategies for Business Success Second Edition”, Published by John Wiley & Sons, Inc., pp. 4-10, pp.670-733.
    Shuen, A. (2008), “Web 2.0: A Strategy Guide”, Published by O`Reilly Media, pp. 5-34 .
    Thackeray, R., Neiger, B.L., Hanson, C.L. & Mckenzie, J.F. (2008), “Enhancing Promotional Strategies within Social Marketing Programs: Using of Web 2.0 Social Media”, Health Promotion Practice, Vol.9.
    Weinberg, T. (2009), “The New Community Rules: Marketing on the Social Web”, Published by O`Reilly Media, pp. 3-9.
    Westland, J.C. (2010), “Critical Mass and Willingness to Pay for Social Networks”, Electronic Commerce Research and Applications, Vol. 9, pp. 6-19.

    三、【網站部份】
    維基百科社群媒體的定義：http://zh.wikipedia.org/wiki/%E7%A4%BE%E4%BC%9A%E5%8C%96%E5%AA%92%E4%BD%93, [11, 23, 2012]
    麥肯錫季刊(2008), 「麥肯錫全球調查：構建Web 2.0企業」： https://china.mckinseyquarterly.com/Surveys/Building_the_Web_20_Enterprise_McKinsey_Global_Survey_2174?pagenum=3, [11, 23, 2012]
    AISAS行銷理論：http://www.dentsu.com.tw/DB/news2.html?ch=2&_t_=166.66667175293. [11, 23, 2012]
    ASUS on Facebook: https://www.facebook.com/ASUS, [11,24,2012]
    ASUS on Youtube: http://www.youtube.com/asus, [11,24,2012]
    ASUS 追尋無與倫比: http://insearchofincredible.asus.com/zh-tw/incredible-moments, [11,24,2012]
    ASUS ＷePC.com 報導: http://3c.u-car.com.tw/3cdetail.asp?articleid=314, [11,24,2012]
    Billimoria, R. (2011), “The Holy Trinity of Social Media”, Online, Available at: http://www.miracleworx.com/blog/2011/06/the-holy-trinity-of-social-media-facebook-twitter-and-the-blog-aim-them-at-an-idea-concept-or-service-you-want-to-promote/, [11,24,2012]
    Edelman Trust Barometer 2011 Findings: http://www.slideshare.net/EdelmanDigital/edelman-trust-barometer-executive-findings-6689233, [11,24,2012]
    Guglielmo, C. (2009), “Dell Rings Up $6.5 Million in Sales Using Twitter (Update2)”, Online, Available at: http://www.bloomberg.com/apps/news?pid=newsarchive&sid=akXzD_6YNHCk, [10, 12, 2012]
    IdeaStorm.com: http://www.ideastorm.com, [10, 12, 2012]
    Intel 社群媒體準則: http://www.intel.com/sites/sitewide/zh_TW/social-media.htm, [12, 20, 2012]
    Intel on Facebook: https://www.facebook.com/Intel, [11,24,2012]
    Intel on twitter: https://twitter.com/intel, [11,24,2012]
    Intel on Youtube: http://www.youtube.com/user/channelintel, [11,24,2012]
    iQ by Intel: http://iq.intel.com/, [11,24,2012]
    Meister, J.C. & Willyerd, K. (2010), “Intel`s Social Media Training”, Online, Available at: http://blogs.hbr.org/cs/2010/02/intels_social_media_employee_t.html, [12, 20, 2012]
    My Starbucks Idea Site: http://www.starbucks.com/coffeehouse/learn-more/my-starbucks-idea, [11,24,2012]
    Noff, A. (2010), “The Starbucks Formula for Social Media Success”, Online, Available at: http://thenextweb.com/2010/01/11/starbucks-formula-social-media-success/, [11, 12, 2012]
    O’Reilly (2005), “What is Web 2.0”, Online, Available at: http://oreilly.com/web2/archive/what-is-web-20.html, [10, 10, 2012]
    Rogers, D. (2011), “Rethinking the Marketing Funnel in a World of Social Media”, Online, Available at：http://newsroom.cisco.com/feature-content?articleId=423871&type=webcontent, [11, 24, 2012]
    Solis, B. (2010), “KISS”: Online, Available at: http://www.briansolis.com/2010/08/social-media%E2%80%99s-critical-path-relevance-to-resonance-to-significance/, [11, 23 ,2012]
    Starbucks on Facebook: https://www.facebook.com/Starbucks, [11,24,2012]
    Starbucks on twitter: http://twitter.com/starbucks, [11,24,2012]
    Starbucks on YouTube: http://www.youtube.com/user/starbucks, [11,24,2012]
    Walter, E. (2011), “What Can Small Businesses Learn from Intel`s Social Media Strategy?”, Online, Available at：http://www.forbes.com/sites/jessethomas/2011/07/19/what-can-small-businesses-learn-from-intels-social-media-strategy/ , [11, 23, 2012]
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    99932129
    101
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0099932129
    資料類型: thesis
    顯示於類別:[經營管理碩士學程EMBA] 學位論文

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