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    Title: 社群媒體之行銷功能對品牌權益影響之研究 : 以壽險公司為例
    Other Titles: The effect of social media’s marketing functions on brand equity : a case of insurance companies
    Authors: 何世玉;He, Shih-Yu
    Contributors: 淡江大學企業管理學系碩士班
    李月華;趙慕芬;Lee, Yueh-Hua;Chao, Mu-Fen
    Keywords: 社群行銷;Facebook;品牌權益;壽險公司;Social media marketing function;Facebook;Brand Equity;Insurace companies
    Date: 2015
    Issue Date: 2016-01-22 14:55:00 (UTC+8)
    Abstract: 一般企業以及商家透過舉辦公開活動,以及在報章媒體上刊登廣告,針對產品銷售或者提昇企業形象進行宣傳,臺灣的保險業者也是這樣的管道進行企業形象塑造。藉由企業形象的建立提升品牌權益之無形資產,更是行銷策略上重要的關鍵。近年來,隨著網際網路的發達、社群媒體興起,許多企業開始使用社群媒體,保險公司也開始採用其作為行銷、推廣、提升品牌權益的重要行銷工具。
    過去探討社群媒體行銷功能的文獻中,多為探討販售實體商品的企業及商店粉絲專頁,但保險是一項無形之商品,消費者購買的是一項人身或是產物之保障,故本研究欲探討保險公司中的壽險公司是否能有如販售實體產品的公司一般,能利用社群媒體行銷功能有效的提升消費者對企業各項品牌權益的感受,希望提供壽險公司未來經營Facebook粉絲專頁上的方向與建議,並有助於提升經營成效及品牌權益。
    本研究將曾經使用過壽險公司Facebook粉絲專頁的使用者列為主要調查對象,採用紙本問卷與網路問卷,分別探討使用者對該壽險公司粉絲專頁上社群媒體行銷功能的感知以及對於品牌權益的感受,回收樣本共計266份。
    回收樣本經迴歸分析結果顯示,壽險公司粉絲專頁上的使用者對各項社群媒體行銷功能以及品牌權益感受並無影響,表示壽險公司欲利用Facebook粉絲專頁進行社群媒體行銷推廣保險以及提升品牌權益無法達到成效,其品牌權益主要是建立於其他行銷通路上。
    In the recent years, social media becomes a new communication channel in marketing. Social media marketing not only helps to understand customer needs for marketer, but also promotes brand commitment.
    However,few researches focus on how social media marketing functions working and exploring the relationship between social media marketing and brand equity. Therefore, the purpose of this study is to find out the effect of social media’s marketing functions on brand equity which take the case of insurance companies.Althought there are researches talking about social media marketing and brand equity,but all these researches are talking about physical goods.This study take the case of insurance companies which selling virtual goods.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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