社群網站經營關鍵成功因素之探討 -以空姐忙什麼臉書粉絲專頁為例

Abstract

社群媒體已成為現今市場行銷的重要一環，其中以臉書粉絲團為主要平台之一，企業可透過該平台接觸大量潛在客戶，並擴大企業品牌知名度。然而，要如何成功經營一個粉絲團，吸引並留住粉絲的目光，一直是企業所面臨的挑戰。本研究旨在探討粉絲團經營的關鍵成功因素，以協助企業提升其經營效益。粉絲團經營的成功因素可分為內部與外部兩方面，內部因素包括優質內容、品牌形象、網路形象、人員素質、專業經營等，而外部因素則包括社群媒體、網路行銷、市場策略、消費者行為等。過去研究指出，粉絲團經營最重要的因素為內容品質、社群經營。因此，本研究將聚焦在探討內容品質與 社群經營對粉絲團經營成敗的影響。本研究旨在探討粉絲團經營的關鍵成功因素，以深入瞭解網路行銷之相關議題。本研究以個案訪談調查法搜集資料，對粉絲團經營者進行實地訪談，並輔以文獻資料分析彙整而成。結果顯示，優質內容、創意行銷、社群媒體活躍是粉絲團經營的三大成功因素。此外，本研究亦提出相關建議，以協助企業提升粉絲團經營之成效。Social media has become an essential part of today's marketing strategies, with Facebook fan pages being one of the main platforms. This platform allows businesses to reach a large number of potential customers and expand their brand awareness. However, successfully managing a fan page and capturing and retaining the attention of fans has always been a challenge for businesses. This study aims to explore the key success factors in fan page management to assist businesses in improving their operational effectiveness. The success factors in fan page management can be divided into two aspects: internal and external. Internal factors include high-quality content, brand image, online presence, personnel quality, and professional management. External factors include social media, online marketing, market strategies, and consumer behavior. Previous research has indicated that the most important factors in fan page management are content quality and community engagement. Therefore, this study focuses on investigating the impact of content quality and community engagement on the success of fan page management.The purpose of this study is to explore the key success factors in fan page management and gain a deeper understanding of related issues in online marketing. Data was collected using a case study interview method, conducting actual interviews with fan page managers and analyzing literature to compile the findings. The results demonstrate that high-quality content, creative marketing, and active engagement on social media are the three major success factors in fan page management. Furthermore, this study provides relevant recommendations to assist businesses in enhancing the effectiveness of their fan page management.