系統識別號 | U0002-2302201015295600 |
---|---|
DOI | 10.6846/TKU.2010.01334 |
論文名稱(中文) | 結合產業特性、企業社會責任和形象、與社群經營之競爭策略-以臺灣水泥業為例 |
論文名稱(英文) | The Combination of Sectoral Characteristics,Social Images & Corporate Social Responsibility, and Community Conducting as a Competitive Strategy – An Example from Taiwan’s Cement Industry |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 國際貿易學系國際企業學碩士在職專班 |
系所名稱(英文) | Department of International Trade |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 98 |
學期 | 1 |
出版年 | 99 |
研究生(中文) | 張為綱 |
研究生(英文) | Wei-Gang Jang |
學號 | 796550415 |
學位類別 | 碩士 |
語言別 | 繁體中文 |
第二語言別 | |
口試日期 | 2010-01-14 |
論文頁數 | 90頁 |
口試委員 |
指導教授
-
蔡政言
委員 - 林江峰 委員 - 陳財家 |
關鍵字(中) |
產業特性 企業社會責任 企業形象 網路社群 水泥產業 |
關鍵字(英) |
Sectoral Characteristics Social Images Corporate Social Responsibility Online Community Cement Industry |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
形象良好的企業將較易取得消費者的信任與好感,並增強消費者對其產品的購買意願,所以企業應更加用心地去經營它們自身的企業形象。對消費者而言,在面對眾多相似產品中做選擇時,除了對價格與產品特性與品質關心之外,公司的企業形象也是影響消費者購買意願的重要因素。 台灣的水泥市場已是一個成熟市場,國內水泥年消耗量約在1,500至1,600萬公噸之間,成長不易。國內水泥年產量約在1900萬2000萬噸之間,其中7成內銷,3成外銷,國內水泥呈現供過於求的狀態,需求變動不大。因應台灣水泥市場之飽和,近年來廠商持續拓展外銷。由於水泥生產線屬全產全銷,因此雖然外銷水泥價格不佳,但業者以『價格高於變動成本即可』策略,以增加外銷水泥方式來填補產能。本文在研究像水泥這種生產有污染且非最終消費需求的產品,如何透過企業形象的改變來擬定本身的經營策略以求永續經營與發展的目的。 隨著網際網路的興起,越來越多的企業嘗試如何利用這股便利的網潮來重新擬定企業的競爭的策略以提升其競爭力。本文則嘗試研究如何將網路行銷與網路社群經營應用於水泥產業經營與擬定競爭策略之影響與方向。本文發現企業可透過部落格族群來傾聽消費者的聲音與消費者對話等策略上。妥善集合與運用這些業餘熱心者的參與,集眾智慧與力量。此外,透過企業共筆系統在企業內部擴展共同理念大有用處,如此可在企業內共創跟共享共有的企業社會形象。最後,除了找出你的公司被貼了什麼標籤,也要看一下貼標籤的是誰,藉此多丁解大眾對你公司的觀感。企業也可以利用這項資訊,做為購買搜尋引擎關鍵宇廣告的參考、據以改變和顧客對話時的用語等。 |
英文摘要 |
Positive social images do not only increase customers’ trusts and adores for business, but also increase the willingness for purchase. Beside prices and products characteristics, customers will put business social image into considerations when making purchase decisions. The cement industry in Taiwan is already a mature industry and very difficult to grow. Most of cement output is for domestic consumptions, account for 70%, and the demand for cement is quite stable. After setting up the capacity for production, it is profitable for business to produce cement as long as its price is higher than variable costs. This paper tries to study a product with pollution and not for final consumption, cement, and explore how to promote business social image as a competitive strategy. The emerging internet technology has changed the competitive strategies for many businesses in order to increase their competitive advantages. We try to find how a business can employ internet marketing and online community conducting to effectively and efficiently improve business social images as a competitive strategy. We conclude that a cement producer can monitor and communicate its social image via blog by wisely combining amateurs’ efforts and intelligences. In addition, a company can share and discuses its business value via the web 2.0 concept, a joint writing technique. Finally, a cement company shall also closely watch how online community participants value and tag your company and those whom do the tags. It is also an useful information for the company to purchase keywords advertisements and words for communications with online participants. |
第三語言摘要 | |
論文目次 |
目次 表目錄 V 圖目錄 VI 第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 3 第三節 研究方法 4 第貳章 企業形象 6 第一節 企業形象 6 第二節 企業社會責任 11 第參章 網路行銷與網路社群文獻回顧 27 第一節 Web 2.0 39 第二節 網路社群與其經營策略 45 第三節 現行網路社群參與模式 51 第肆章 國內水泥產業發展與現況 58 第一節 產業特性之相關文獻 58 第二節 水泥產業背景探討 64 第三節 水泥產業市場現況 72 第四節 小結 77 第伍章 研究結論與建議 79 參考文獻 84 表目錄 表 2-1 文獻中對企業形象的定義 7 表 3-1 網路行銷與傳統行銷比較表 35 表 3-2 Web 1.0 與 Web 2.0 之比較 44 表 3-3 現行企業功能vs.網路社群參與目標 47 表 4-1 各水泥公司石灰石礦年限概況表 73 圖目錄 圖 1-1 研究流程 5 圖 2-1 企業形象的形成 8 圖 2-2 企業形象組成構面 11 圖 3-1 新 8P 行銷組合 33 圖 3-2 Cronin 的顧客關係網路價值鏈 37 圖 3-3 O'Reilly 的 Web 2.0 Meme Map. 40 圖 3-4 社群經營的意義與各項步驟 49 圖 4-1 台灣區水泥製造廠分布圖 73 |
參考文獻 |
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