社群媒體的經營策略 : 以畢業製作粉絲專頁為例

機構典藏 > College of Liberal Arts > Graduate Institute & Department of Mass Communication > Thesis > Item 987654321/111251

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Title:	社群媒體的經營策略 : 以畢業製作粉絲專頁為例
Other Titles:	Exploring the business model of social media : a case of graduation production
Authors:	徐少桓;Hsu, Shau-Huan
Contributors:	淡江大學大眾傳播學系碩士班陳玉鈴;Chen, Yu-Lin
Keywords:	虛擬社群;粉絲專頁;對話性溝通策略;畢業製作;Virtual Community;fan pages;Dialogic Communication Tactics;Graduation Production
Date:	2016
Issue Date:	2017-08-24 23:48:04 (UTC+8)
Abstract:	在現今網際網路相當普及的社會，社群媒體的使用已經相當常態，其中在眾多社群媒體中，臉書在觸及人數與使用時間上，獨占社群媒體鰲頭，且自從2007年粉絲專頁功能開放後，帶動了企業與個人創立粉絲專頁的風潮。　　而放眼現今相關研究粉絲專頁論文，絕大部分是以品牌粉專或是企業粉專為研究對象，研究者因為參與過畢業製作粉專經營，查覺畢業製作粉專雖然蔚為常態，但是其短期任務性與非商業性，其經營與管理未曾受到重視與研究。　　　　因此本研究研究目的為了給予畢製粉專經營上的實際建議，參考Kent and Taylor提出的「介面易用性」、「資訊有用性」、「留住訪客」、「增加再訪率」、「對話迴路」五大對話性溝通策略。研究方法採用問卷調查與內容分析，結合使用者意見與經營數據做對照。本研究結果發現，畢製粉專的知曉程度不如預期，在對話性溝通策略上使用相當不平均，使用者對畢製粉專的期待，與實際粉專表現亦有所落差，因此研究者提出以下幾點建議，第一，畢製粉專在畢製認知上的宣導應有所加強；第二，在「留住訪客」與「增加再訪率」兩構面上的使用上需要加強；第三，宣傳管道上也因有所拓展，結合更多社團或粉專進行宣傳。 As internet becomes popular, social media has turned to be an important venue for interaction and conversation among people. Especially, Facebook has the leadership position regarding click rate and time that people spend on. Creating fans page went viral on Facebook since this function was launched in 2007. Takinga broad view of studies to this day, most fans page researches target on corporate or brand building. This study focuses on creating graduation fans page which are common but has not been mentioned in the past due to their short-term and non-commercial properties. This study applies dialogic communication tactics (Kent and Taylor, 1998) as reference to give practical suggestions on managing graduation fans page. Our method includes survey investigation, content analysis, and also in contrast with the integration on user experience and managerial data. The result indicates that fans page underperform their well-known level, the use of dialogic communication tactics is unbalance; however, there is a gap between user expectation and performancewhich is created by fans page administrators. Therefore, my study provides below suggestions. First, we are supposed to enhance the cognition of graduation fans page. Second, the usage of 「conservation of visitors」 and 「return visitors」 could be improved properly. Third, we also could expand the promotion channel, such as more fans page connections or advertisements.
Appears in Collections:	[Graduate Institute & Department of Mass Communication] Thesis

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