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系統識別號 U0002-3007201910592200
中文論文名稱 社群媒體共創特性與社群行銷之研究
英文論文名稱 Social media co-creation characteristics and social marketing research
校院名稱 淡江大學
系所名稱(中) 資訊管理學系碩士班
系所名稱(英) Department of Information Management
學年度 107
學期 2
出版年 108
研究生中文姓名 郭維皓
研究生英文姓名 Wei-Hai Kuo
學號 606630183
學位類別 碩士
語文別 中文
口試日期 2019-06-01
論文頁數 46頁
口試委員 指導教授-梁德昭
委員-吳雅鈴
委員-陳小芬
委員-梁德昭
中文關鍵字 價值共創  社群媒體行銷 
英文關鍵字 social media marketing  value co-creation 
學科別分類
中文摘要 全球化的競爭日益激烈,面對快速成長的創新及挑戰,組織也需要找到新的方式來保持吸引力,贏得、維持客戶忠誠度來保持其在市場上的地位。價值共創成為了客戶參與新產品或新服務的可靠方式。在社群媒體蓬勃發展的時代,更消除了組織與使用者之間的隔閡,有了更好、更直接的溝通管道。然而,對於許多組織而言,如何使客戶願意參與價值共創,分享其知識及意見,仍是一項挑戰。本研究針對Dcard、Mobile01、9gag三個不同性質之社群媒體平台之中,以汽車討論區之發文及討論內容進行資料蒐集與分析,並經由交叉比對後,為組織及行銷人員訂出針對不同性質社群媒體平台,操作行銷活動時之方針,以最大化其價值共創之效益。
藉由社群媒體價值共創的資訊查找、資訊分享、學習效益、享樂效益四個構面,本研究企圖從發文及討論內容中找出選擇操作行銷活動之社群平台及擬定行銷策略時的參考指標。
英文摘要 In the face of fast-growing innovations and challenges, organizations also need to find new ways to stay attractive, win, and maintain customer loyalty to keep their position in the market. Value co-creation is a reliable way for customers to participate in new products or services. In the era of booming social media, the gap between organizations and users has been eliminated, and there is a better and more direct communication channel. However, for many organizations, how to make customers willing to participate in value creation and share their knowledge and opinions is still a challenge. In this study, Dcard, Mobile01, and 9gag are used in the social media platforms of different natures. Data collection and analysis are carried out in the forums and discussion contents of the car forum. After cross-matching, the organization and marketing personnel are targeted. Different social media platforms, the principle of operating marketing activities to maximize the value of their value.
Through the four aspects of information seeking, information sharing, learning benefits and hedonic benefits created by social media values, this study attempts to identify the community platform for selecting marketing activities and formulating marketing strategies from the issues of publication and discussion. reference indicator.
論文目次 表目錄 V
圖目錄 VI
第一章 研究動機與目的 1
1.1 研究背景與動機 1
1.2 研究目的 3
第二章 文獻探討 5
2.1 社群媒體 5
2.2 服務主導邏輯 5
2.2.1 從商品到服務 7
2.2.2 從有形到無形 8
2.2.3 從被控資源到主控資源 8
2.2.4 從不對稱到對稱 8
2.2.5 從灌輸到交流 9
2.3 價值共創 10
2.3.2 生產領域的價值共創 12
2.3.3 消費領域的價值共創 12
2.3.4 價值共創對客戶參與態度之正向激勵因素 15
2.3.5 客戶參與價值共創之行為表現 19
2.4 意見領袖 22
第三章 資料蒐集 23
3.1 二模式知比較與分析 23
3.2 資料蒐集的對象 26
3.3 資料蒐集方法 27
3.4 資料蒐集過程 28
第四章 資料分析 30
4.1 Dcard 30
4.2 Mobile01 33
4.3 9gag 36
4.4 總體觀察與發現 38
第五章 結論 42
參考文獻 44

表目錄
表 2-1:價值共創的機制 15
表 3-1:Dcard發文數量統計 29
表 3-2:Moblie01發文數量統計 29
表 3-3:9gag發文數量統計 29
表 4-1:專家一Dcard貼文統計資料 30
表 4-2:專家二Dcard貼文統計資料 30
表 4-3:專家三Dcard貼文統計資料 31
表 4-4:專家一Mobile01貼文統計資料 33
表 4-5:專家二Mobile01貼文統計資料 33
表 4-6:專家三Mobile01貼文統計資料 33
表 4-7:專家一9gag貼文統計資料 36
表 4-8:專家二9gag貼文統計資料 36
表 4-9:專家三9gag貼文統計資料 36
表 4-10:Dcard平均貼文統計資料 39
表 4-11:Mobile01平均貼文統計資料 40
表 4-12:9gag平均貼文統計資料 41

圖目錄
圖 2-1: Carlota Lorenzo-Romero, Efthymios Constantinides, Leonine A. Brünink, 18
圖 2-2:Hsieh, Y.-C., et al 21
圖 3-1:資訊查找分類範例 23
圖 3-2:資訊分享分類範例 24
圖 3-3:學習效益分類範例 24
圖 3-4:享樂效益分類範例 25
圖 3-5:本研究所採用之要素圖 26

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