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https://nccur.lib.nccu.edu.tw/handle/140.119/158359
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| Title: | 自媒體與建設業轉型之互動研究
Research on the Interaction between Social Media and the Transformation of the Construction Industry |
| Authors: | 范秉豐
Fan, Bin-Feng |
| Contributors: | 黃家齊
Huang, Jia-Chi
范秉豐
Fan, Bin-Feng |
| Keywords: | 自媒體
建設業轉型
飯店設計轉譯
品牌信任
5A消費旅程
Self-media
Construction Industry Transformation
Hotel Design Translation
Brand Trust
5A Customer Journey |
| Date: | 2025 |
| Issue Date: | 2025-08-04 13:06:56 (UTC+8) |
| Abstract: | 隨著數位時代的來臨，自媒體逐漸取代傳統媒體管道，成為企業品牌溝通與消費者互動的重要平台。尤其在建設業這種相對傳統、資金密集的產業中，數位行銷與品牌轉型已成為企業永續發展的重要關鍵。本研究以京懋建設為個案，深入探討自媒體在建設業產品設計、品牌定位與行銷策略中的應用與實效，試圖釐清數位轉型過程中，企業如何透過內容行銷與顧客互動來建立品牌價值與市場差異化。
本研究採用個案研究方法，透過實質操作經驗、自媒體內容分析與個案資料彙整，分析京懋建設如何透過自媒體平台「跟著執行長逛飯店」，將國際頂級飯店設計語彙轉譯至住宅產品之中，成功塑造獨特的生活美學與市場辨識度。研究進一步引用行銷4.0與5A消費旅程模型，檢視粉絲互動如何影響顧客認知、參與與購買決策，並透過三個實際建案（京懋一號、京懋頤和、京懋睿和）的行銷預算與銷售成效，驗證自媒體在品牌信任建構與行銷投資報酬率方面的實際貢獻。
研究發現，自媒體不僅成為產品創新靈感的觸發點，更進一步深化了顧客與品牌之間的情感連結與參與感，促使企業得以在競爭激烈的房地產市場中突圍而出。此外，飯店式空間設計轉譯為住宅產品，亦突顯了設計語彙在行銷溝通中的潛力與價值。綜合而言，本研究不僅對建設業者在數位時代的轉型策略提出實務建議，亦為學術界提供自媒體與建設產業整合研究的理論基礎與案例參照。
With the advent of the digital era, self-media has increasingly replaced traditional media
channels, emerging as a crucial platform for corporate brand communication and consumer
interaction. In the construction industry—characterized by its capital-intensive nature and
relatively conservative approach—digital marketing and brand transformation have become
key drivers of sustainable development. This study adopts Jing-Mao Development as a case
study to explore the application and effectiveness of self-media in product design, brand
positioning, and marketing strategies within the construction sector. It aims to clarify how
companies, through content marketing and consumer engagement, can create brand value and
market differentiation in the context of digital transformation.
Employing a case study methodology, this research integrates hands-on operational
insights, self-media content analysis, and project data to investigate how Jing-Mao
Development leveraged its self-media platform, “Following the CEO Touring Hotels,” to
translate the design vocabulary of international luxury hotels into residential products. This
approach has successfully shaped a unique lifestyle aesthetic and strong market recognition.
Furthermore, the study applies concepts from Marketing 4.0 and the 5A customer journey
model to examine how fan engagement influences customer perception, participation, and
purchasing decisions. Through an analysis of three actual projects—Jing-Mao One, Jing-Mao
Yiho, and Jing-Mao Ruiho—the research evaluates the relationship between media investment,
brand trust, and marketing return on investment.
The findings reveal that self-media not only serves as a catalyst for product innovation but
also deepens emotional connections and engagement between brands and consumers, enabling
firms to stand out in a highly competitive real estate market. Moreover, the translation of hotelstyle spatial design into residential formats highlights the value and communicative power of
design language in marketing. In conclusion, this study offers practical strategic
recommendations for construction enterprises navigating digital transformation and provides a
theoretical foundation and empirical reference for future interdisciplinary research integrating
self-media and the construction industry. |
| Reference: | 1.行政院主計總處（2020）。《109年人口及住宅普查主要結果》。取自https://www.stat.gov.tw
2.Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital. Wiley.
3.Bensley, B. (2015). Escapism: Hotels by Bill Bensley. Periplus Editions.
4.Fu, A. (2020). Crossing Cultures: Andre Fu and the Art of Hospitality Design. Thames & Hudson.
5.Gathy, J. M. (2022). Designing Luxury Spaces: Jean-Michel Gathy's Journey in Hospitality. Taschen. |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
112932409 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112932409 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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