| 摘要: | 部落格，是一種易學易用的網路個人出版系統。人人都能以低成本、低門檻的文字或插畫來展現自我風格、經營個人品牌、進而增加實質獲利；但部落客如何吸引眾人目光、打造出一個高人氣的部落格？高人氣的部落格，究竟有哪些經營的關鍵成功因素？本研究援引部落格、競爭力、竸爭優勢及關鍵成功因素等文獻，探討高人氣部落格關鍵成功因素之研究架構。研究方法採用深度訪談法，依文獻探討及研究架構擬出三大項訪談大綱，共邀約國內八位高人氣部落客共同探討。研究結果發現：經營高人氣部落格關鍵成功因素共有16項，包括： 1.專業優勢、2.勤於更新、3.工作經驗豐富、4.懂網路行銷、5.人格特質、6.行動力、7.定位明確、8.多接收資訊、9.隨時記錄、10不停地動腦、11.增加聯想力、12.內容夠精彩、13.與人互動、14.善用社群、15.辦活動、16.熱忱+恆心+毅力。而「內容夠精彩」，是所有部落客一致認為最重要的成功關鍵因素。
Blog is a network personalized publishing system easy to learn and easy to use and any one can display own style, operated individual brand and even acquire physical gain through text and / or illustration at low cost and minimum barrier. Yet, the questions following are how to build an eye-catching and highly popular blog? And what are the key success factors in operating a blog to be popular? In this research, the writer explored a research structure for the study of key success factors of highly popular blog through studying literatures of blog, competition, competitive advantages and key success factor. The methodology adopted in this research is in-depth interview, where the writer outlined 3 main subjects basis outcome of literature study and research structure and interviewed 8 highly popular bloggers in Taiwan to hold a joint workshop. The outcome of the workshop disclosed that there are 16 key success factors in operating highly popular blogs, namely: 1. Professional advantage, 2. Frequent updating, 3. Rich in working experience, 4. Good in network marketing, 5. Personal attributes, 6. Mobility, 7. Clear positioning, 8. Open to information, 9. Recording all the time, 10. Incessant brain storming, 11. Increased association, 12. Attractive contents, 13. Interactive, 14. Make good use of communities, 15. Sponsoring events, and 16. Enthusiasm, persistence and perseverance. Among them, attractive content is the most important key success factor acknowledged by all the 8 bloggers. |
