隨著網際網路的興起，越來越多的企業嘗試如何利用這股便利的網潮來重新擬定企業的競爭的策略以提升其競爭力。本文則嘗試研究如何將網路行銷與網路社群經營應用於水泥產業經營與擬定競爭策略之影響與方向。本文發現企業可透過部落格族群來傾聽消費者的聲音與消費者對話等策略上。妥善集合與運用這些業餘熱心者的參與，集眾智慧與力量。此外，透過企業共筆系統在企業內部擴展共同理念大有用處，如此可在企業內共創跟共享共有的企業社會形象。最後，除了找出你的公司被貼了什麼標籤，也要看一下貼標籤的是誰，藉此多丁解大眾對你公司的觀感。企業也可以利用這項資訊，做為購買搜尋引擎關鍵宇廣告的參考、據以改變和顧客對話時的用語等。 Positive social images do not only increase customers’ trusts and adores for business, but also increase the willingness for purchase. Beside prices and products characteristics, customers will put business social image into considerations when making purchase decisions. The cement industry in Taiwan is already a mature industry and very difficult to grow. Most of cement output is for domestic consumptions, account for 70%, and the demand for cement is quite stable. After setting up the capacity for production, it is profitable for business to produce cement as long as its price is higher than variable costs. This paper tries to study a product with pollution and not for final consumption, cement, and explore how to promote business social image as a competitive strategy.
The emerging internet technology has changed the competitive strategies for many businesses in order to increase their competitive advantages. We try to find how a business can employ internet marketing and online community conducting to effectively and efficiently improve business social images as a competitive strategy. We conclude that a cement producer can monitor and communicate its social image via blog by wisely combining amateurs’ efforts and intelligences. In addition, a company can share and discuses its business value via the web 2.0 concept, a joint writing technique. Finally, a cement company shall also closely watch how online community participants value and tag your company and those whom do the tags. It is also an useful information for the company to purchase keywords advertisements and words for communications with online participants.
