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| Title: | 線上口碑網站成功個案之策略行銷分析：以TripAdvisor、Yelp、愛評網為例
Marketing Strategy Analysis in Online Review Sites: The Cases of TripAdvisor, Yelp, and iPeen |
| Authors: | 黃郁珊 |
| Contributors: | 邱志聖
黃郁珊 |
| Keywords: | 4C架構
策略行銷
線上口碑
TripAdvisor
Yelp
iPeen愛評網
4C framework
strategic marketing
online review
TripAdvisor
Yelp
iPeen |
| Date: | 2015 |
| Issue Date: | 2015-08-03 13:16:05 (UTC+8) |
| Abstract: | 隨著Wed2.0時代網路科技的發展，新的網路工具如部落格、論壇、社群網站等紛紛出現，消費者輕易地就能在網路上分享消費經驗、評論、心得與建議。新興的網路平台形成新的口碑傳遞方式，這類網路上的消費經驗、評論、心得與建議，學術上稱之為線上口碑(electronic word-of-mouth communication, eWOM communication)。
線上口碑於消費者間產生極大影響力，過去文獻證實，相較於傳統大眾傳播媒體如電視、新聞、雜誌、廣播等，消費者更相信其他線上消費者的口碑推薦。然而，由於網路資訊累積快速，資訊量早已遠遠超過人類所能處理的範圍，消費者缺乏時間與足夠的能力來處理這些資訊，為解決此類需求，線上口碑網站因而產生，提供目標消費者具價值且相關的資訊來源，以協助他們進行購物決策，這類的線上口碑網站如Tripadvisor、Yelp、Citysearch、iPeen愛評網等。
然而，許多線上口碑網站陸續出現、又相繼沒落，真正能夠留下來並且流量大幅成長的網站並不多。本研究以TripAdvisor、Yelp、iPeen愛評網等三家具經營與流量規模的線上口碑網站為研究個案，以策略行銷4C架構來分析，網站創業初期幾年使用者所面對的交易成本，並探討三家個案在經營上如何採用行銷策略建立良好的網站機制，以形成網站成長的4C正向循環。最終，本研究驗證了線上口碑網站實際上處理兩種不同目標族群的交換關係，亦即瀏覽者與評論者的交換成本。不論從何種目標族群開始建立交換關係，線上口碑網站最終皆能創造完整的4C良性循環、壯大經營與流量規模。
Advanced internet technology facilitates consumers to share their related experiences, opinions or feedbacks via using new web tools, e.g. blogs, web forums, and social network sites. This new form of exchanging comsumption information is known as “electronic word-of-mouth (eWOM) communication”.
It has been shown that when making purchase decision, internet users will be influenced more by the online reviews posted by other consumers than the information delivered by traditional media. However, the amount of information has increased exponentially and already far exceeded the amount that a consumer can handle. Thus, some online review sites, e.g. Tripadvisor, Yelp, Citysearch, and iPeen, have emerged with the aim of providing useful and most-related reviews to consumers.
Yet, only few online review sites can survive in the competitive market and grow successfully. Therefore, to discover the factors that make online review sites grow successfully and to give some strategic marketing suggestions, this study examines three benchmarking online review sites, i.e. Tripadvisor, Yelp, and iPeen, through the 4C framework, focusing on identifying the transaction costs the enterprises have to deal in the first few years the websites launched and discussing the strategic marketing policies which had been used to create a “4C positive cycle”.
Finally, this study sheds light on the exchange relationship between two kinds of consumers, i.e. visitors as well as reviewers, and online review sites. Furthermore, the findings indicate a 4C positive cycle can be created no matter enterprises deal with visitors’ transaction costs or reviewers’ first, only if they can provide the solutions to meet the real needs of correct consumers. |
| Reference: | 一、 英文文獻
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三、 網路資料
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| Description: | 碩士
國立政治大學
國際經營與貿易研究所
102351025 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0102351025 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營與貿易學系 ] 學位論文
|
Files in This Item:
| File |
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|---|
| 102501.pdf | 2125Kb | Adobe PDF2 | 1358 | View/Open |
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