社群媒體網站經營策略之探討－以臉書賞花粉絲專頁為例
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2021
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近年來，國人休閒理念越來越成熟，每當花季開始興起賞花風潮，各種賞花資訊的傳遞與秘境探索持續發燒的話題，總會在社群平台引發不少的討論。於是，即時的花況資訊需求增加，賞花社群逐漸受到重視。因此，如何經營以賞花活動為主題的社群，已經是社群經營者重要的議題。本研究以四個構面：一、營運模式；二、會員關係管理模式；三、行銷模式；四、創新商業模式，運用Alexander Osterwalder& Yves Pigneur所出版的商業模式中的各項發展元素為基礎的架構下，對於賞花粉絲專頁的經營策略進行比較分析，藉以達到下列目的：第一、探究目標客群的輪廓、第二、了解社群核心價值、第三、分析社群策略目標、第四、歸納可行的商業模式。
在研究中以不同粉絲專頁的經營觀點進行比較分析，找出社群媒體經營的相同與相異之處，以及社群網站成功經營的關鍵條件；研究結果發現社群平台的目標客群、會員關係管理、品牌價值是發展創新商業模式的重要因素。
In recent years, Taiwanese have a growing need for leisure activities, especially relating to flower viewing. New flower viewing spots are the growing headlines every flower season, and always spur discussions on many social media website. Due to the rising need for immediate flower information, flower viewing social media website have gained increased attention. Therefore, how to run a flower viewing Fans pages is now an important topic for any social media management.This research has four aspects: (1.) Operating Model; (2.) Member Relationship Management; (3.) Marketing Model; (4.) Innovative Business Model. Used elements of business model published by Alexander Osterwalder& Yves Pigneur as the basic framework. This paper compared and dissected the management strategies of flower viewing Fans page, and achieved the following goals: (1.) explored the profile of the target audience, (2.) understood the core value of social media. (3.) analyzed social media strategic goals, (4.) organized feasible business models. This research compared and analyzed different Fans page management styles, found out their similarities, differences, and the key elements to a successfulsocial media website. A social media website target audience, member relationship management, brand value are all important factors in developing new business model.
In recent years, Taiwanese have a growing need for leisure activities, especially relating to flower viewing. New flower viewing spots are the growing headlines every flower season, and always spur discussions on many social media website. Due to the rising need for immediate flower information, flower viewing social media website have gained increased attention. Therefore, how to run a flower viewing Fans pages is now an important topic for any social media management.This research has four aspects: (1.) Operating Model; (2.) Member Relationship Management; (3.) Marketing Model; (4.) Innovative Business Model. Used elements of business model published by Alexander Osterwalder& Yves Pigneur as the basic framework. This paper compared and dissected the management strategies of flower viewing Fans page, and achieved the following goals: (1.) explored the profile of the target audience, (2.) understood the core value of social media. (3.) analyzed social media strategic goals, (4.) organized feasible business models. This research compared and analyzed different Fans page management styles, found out their similarities, differences, and the key elements to a successfulsocial media website. A social media website target audience, member relationship management, brand value are all important factors in developing new business model.
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社群媒體, 粉絲專頁, 經營策略, 商業模式, 品牌價值, Social Media, Fan Page, Business Strategy, Business Model, Brand Value