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| Title: | 以臉書粉絲專頁強化企業品牌權益 –以趨勢科技防詐達人為例
Intensify Brand Equity with Facebook fan page: a case study of Trend Micro`s Dr. Message |
| Authors: | 何芍儀
Ho, Shao-I |
| Contributors: | 張瑜倩
Chang, Yu-Chien
何芍儀
Ho, Shao-I |
| Keywords: | 社群媒體
品牌權益
貼文策略
social media
Facebook
brand equity
posting strategy |
| Date: | 2021 |
| Issue Date: | 2021-08-04 16:28:11 (UTC+8) |
| Abstract: | Facebook作為大眾媒體最常使用的社群媒體平台，不乏許多企業品牌將之作為宣傳品牌理念，傳遞產品與服務資訊的重要行銷管道，為了維持與拓展與閱聽消費者的溝通互動關係，需積極經營其企業品牌紛絲專頁之貼文策略。
本研究以個案研究法探討個案研究對象—趨勢科技防詐達人，如何藉由Facebook粉絲專頁貼文策略強化企業之品牌權益，並且以不同類型的貼文建立與閱聽者之間的互動關係，強化品牌忠誠度、拓展品牌知名度與建立在閱聽者心中的品牌形象。本研究以質性研究方法收集資料，觀察閱聽者如何與企業品牌進行互動，並以深度訪談法訪談七位閱聽眾、三位粉絲專頁業主與小編，進行研究資料的蒐集與分析。
本研究發現，閱聽者能從防詐資訊類型的貼文中獲得實質受惠，對企業品牌產生信任感，並以此強化對品牌的忠誠度；此外，亦會分享含有產品服務資訊的實用內容貼文，防詐達人藉此產生品牌知名度；報酬與娛樂類型的貼文則創造閱聽者分享個人經驗的機會，以此建立密切的互動關係，搭配與政府機關維持的合作夥伴關係可建立起具有公信力的品牌形象。本研究根據訪談內容整理出不同族群類別的閱聽者偏好的貼文內容與形式類型，提出貼文內容形式再優化與拓展合作夥伴關係等相應策略。此外，本研究也根據Facebook粉絲專頁經營歷程中面臨的挑戰，提出建立轉換目標、運用多元媒體平台引流等短、中長期等策略，讓防詐達人粉絲專頁能看見閱聽者需求並克服挑戰與時俱進。
As a widely used social media platform, many corporations use Facebook as an important marketing channel to increase brand value and deliver product and service information. In order to maintain and expand the relationship with consumers, it is necessary to utilize the posting strategy on the fan page for corporations.
This study Trend Micro Dr. Message as a case to explore how to strengthen the company`s brand equity and to establish an interactive relationship with their audiences through different types of Facebook fanpage posts. Using netnography as the research method to collect data, it is observed how audiences interact with corporate brands.
This study found that audiences can benefit from the fraud prevention information type of posts, and thereby this could strengthen their loyalty to the brand. Audiences share posts with valuable and practical content as well as product and service information generate brand awareness. Remuneration and entertainment posts would create opportunities for audiences to share personal experiences, thereby this could establish a close interactive relationship. Maintaining partnerships with governmental bodies establishes a credible brand image for Trend Micro Dr. Message.
In terms of post content, this study comes out different post types which attracted various groups of audiences. This research also suggested that corporations could optimize the types of post content and expand partnerships on this posting strategy. In addition, this research also proposes strategies such as establishing conversion goals and using multiple media platforms to divert traffic based on the challenges faced on managing Facebook fan pages. |
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| Description: | 碩士
國立政治大學
科技管理與智慧財產研究所
108364127 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108364127 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202100931 |
| Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
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