微型創業運用社群媒體行銷之個案研究

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題名:	微型創業運用社群媒體行銷之個案研究
其他題名:	A Study on the Operation of Micro-Entrepreneurship Via Social Media
作者:	高靖茵 KAO, CHING-YIN
貢獻者:	資訊管理學系謝定助 HSIEH, TING-CHU
關鍵詞:	微型創業;社群媒體;個案研究 Micro-entrepreneurship;social media;case studies
日期:	2017
上傳時間:	2017-12-08 17:14:25 (UTC+8)
摘要:	小資當道的時代，微型企業規模小、門檻低，吸引許多人投入微型企業的創業，產業人數逐年增加。小資業者在創業初期多運用現代人生活不可或缺的社群媒體進行商品訊息的推播，取代傳統商品銷售方式，但是對於各產業在商品的行銷上，社群媒體的運用是否可完全取代傳統的銷售方式，本研究針對此一問題，對微型創業運用社群媒體行銷做進一步的探討。　　本研究以個案研究的方式，先對於近年來熱門的社群媒體以及交易平台現況分析，透過對三種不同產業的微創業者進行訪談，了解訪談個案在社群媒體以及交易平台上的選擇條件，與傳統的銷售方式上的差異以及助益。　　在實地訪談後歸納出，社群媒體對於不同產業的小資創業上，可以便利且迅速架設理想的銷售平台並推播商品資訊，吸引網路使用者對商品的注意，但實體商品透過社群媒體的銷售，初期因知名度不高，消費者多採取觀望及多比較的方式，商品透過網路銷售也多增加了因對商品不滿意退換貨的風險。因此在運用社群媒體銷售的同時，訪談三種不同產業類型的個案，仍維持傳統的銷售方式，讓消費者實體接觸商品以確保購買的品質，並藉由消費者與消費者間的口耳相傳提升知名度。　　It is the age of the low-investment business. The low entry-point of small-scale entrepreneurship attracts many people to undertake small-business ventures, causing a yearly increase in the number of business owners. In the early phases of business, to most micro-entrepreneurs, social media is an indispensable contemporary tool for dissemination of product information, replacing the traditional methods of merchandise sales. However, can the application of social media completely replace traditional sales channels for marketing of goods in various industries? Pertaining to this question, a further probe was conducted in this study on using social media for sales purposes. 　　This paper begins by adopting the case study method to analyze the situation of popular social media and trading platforms over recent years. Interviews with micro-entrepreneurs in three different industries were employed to understand the case subjects' selection criteria for using social media and trading platforms by comparing their differences and advantages with traditional sales methods.　　From the field interviews, it was concluded that the social media can be used as a convenient and efficient framework for promoting product information and sales by small entrepreneurs of different industries, in order to draw the attention of internet users to their products. But for physical goods, due to the lack of initial popularity, sales volume through social media has not been not high, due to consumers' tendency to take a ‘wait and see ’ attitude and comparison shop. The risks of returned goods also increased for Internet sales due to customer dissatisfaction. Therefore, as social media sales were undertaken, interviews were conducted with three different industry cases while traditional sales methods were maintained, for the purposes of letting the consumers have physical contact with the merchandise, in order to assure them of purchase quality and increase the popularity of products through the word of mouth.
顯示於類別:	[資訊管理學系] 博碩士論文

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