部落格導入商品行銷之營運現況分析研究—以部落格廣告代理公司為例

Abstract

部落格的使用是目前所有網路行為中成長率最高的一項。部落格平台不但容許文字與影像相互結合的可能性，加上利用線上多媒體的技術結合，提供使用者一種集出版、互動、分享等的服務。 近年來由於部落格分眾化的關係，有越來越多不同類型的個人部落格在此平台中成立，間接促使消費者在進行消費前都會先行從他人的部落格中搜尋相關口碑資訊以及他人的經驗分享來強化自己的購買意願。廣告主將廣告置入高人氣部落格，讓廣泛的閱聽人透過網路口碑效應，提高商品知名度進而刺激購買行為。 因應此現象，市場中出現了中介於企業廣告主及部落客之間的部落格廣告代理公司(Blogger Agency)，本研究利用深度訪談專業學者、廣告公司行銷人員以及實際使用之部落客的方式，暸解部落格廣告代理公司的廣告導入方式和中介商運作流程及其行銷手法與營運方式，研究部落格商業行銷導入的可能走向。 研究結果發現，部落格導入商品行銷有能夠區隔目標群眾、有效降低預算，並透過與消費者的即時互動，提升宣傳效益的優勢；經由專業的部落格廣告代理公司行銷人員長期與企業主溝通互動以及為部落客打造專案企劃，能夠將廣告行銷更加精準深入。但由於網路媒體的環境無限，消費者對於部落格文章內容要求情況下，無法有明確數據顯示商業行為其實際獲利，成效須花費大量時間觀察才能得知。 綜合研究結果，部落格商業行為雖普遍受到大眾接受，但部落客需塑造個人品牌，自律並保持文章品質，串聯各平台整合資源，才能夠長期的永續發展；另外，部落格廣告代理公司需發展出確切的商業評估機制，提供企業主具參考價值之標準。The development and advancement of internet technology altered the methods of daily communication tremendously and further make the internet to become one of the major sources of communication and acquiring information; utilization of blog is one of the internet activities that possesses the highest rate of development in recent years. Blog platform provides not only the possibility of combining words with images, but also publication, interaction, and sharing services with the utilization of online multi-media technology to users all around the world. In recent years, more and more personalized blog of various types established in this platform due to the trend of customizing blog and this trend indirectly stimulate a new form of spending pattern that customers may search for related reputation or experiences of other users prior to consumer behavior to fortify the will of purchasing . The entrepreneur integrate the advertisements into highly popular blog and create an effect of word-of-mouth by high browsing volume on the internet to increases the reputation of the product and further stimulates consumer behavior. This study focuses on the phenomenon resulted from the newly evolving spending pattern: the marketing strategies and mode of operation of the blogger agency, the medium between entrepreneurs and blogger, and the future development of blog marketing. We understand the mode of advertisement integration and the operation processes of blogger agency by investigate the advantages, disadvantages, ways of improvement, and potential of internet advertisement by interviewing professionals, marketing personnel of advertisement companies, and actual blogger to contribute to the studies of improving the benefits created by internet marketing on blog and to provide a more clear idea for future research. This research has the following conclusion. The new evolving spending pattern therefore leads to the trend that most entrepreneurs alter the ratio of budget on advertising and start choosing internet advertisement because of the low cost and the ability of mass customization as the major method of marketing and advertising. Mainwhile, there are no methods to measure the benefits of blog marketing and just observe the results for plent of time. The markets of product advertises into blog have to development the way to provide the calculation for clients.