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博碩士論文 etd-0615120-192416 詳細資訊
Title page for etd-0615120-192416
論文名稱
Title
應用社群行銷強化孕產婦對義大貝思諾產後護理之家的互動:規劃與實施
Enhancing pregnant woman's interaction with BASSINET MOTHER and BABY CARE CENTER through social marketing:planning and implementation
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
61
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2020-06-24
繳交日期
Date of Submission
2020-07-15
關鍵字
Keywords
社群行銷、Facebook粉絲專頁、行銷3.0、5A顧客體驗路徑模式、IDEA內容行銷成功框架
Marketing 3.0, Customer Experience Path Model, Content Marketing, Facebook Fan Pages, Social Media Marketing
統計
Statistics
本論文已被瀏覽 5987 次,被下載 0
The thesis/dissertation has been browsed 5987 times, has been downloaded 0 times.
中文摘要
網際網路和社群媒體的極大地快速發展改變了人們的行為方式,特別是在傳播,分享、獲取資訊(例如疾病和健康教育相關資訊)等方面。根據台灣網路資訊中心的2019年台灣網路報告,台灣的社群網站的使用率有80%,其中使用率最高的是「Facebook」,使用率達到98.9%,其次是「Instagram」,使用率有38.8%,其餘社群平台的使用率皆不到10%。Rock Health(2019)的研究也指出,近5年民眾在接受醫療或護理相關服務之前,透過網路取得或追蹤相關醫療或護理資訊的比例,約提高了20%。因此,許多醫院利用社群媒體作為行銷工具,通過社群行銷增強患者對其醫療服務的看法。
然而,根據義大貝思諾產後護理之家的粉絲專頁互動數據,我們發現粉絲與貝思諾之間的互動,在留言的部分,僅有33%的文章可以獲得粉絲回應。根據本研究的觀察,貝思諾缺乏一套系統化的方法找出目標客群,創建相關和有價值的內容,以吸引、獲得並引導其參與社群網站。因此,本專案之目的如下:
(1) 為了有效推廣義大貝思諾,我們將整合Kotler et al., (2016)的5A顧客體驗路徑模式與IDEA內容行銷成功框架,還有過去系統化社群行銷策略所提供對貼文撰寫的原則,發展出一種行銷方法論。
(2) 使用本研究之行銷方法論,並搭配行銷3.0之原則開發行銷內容、表現形式、策略和活動以解決上述問題,並期望提高互動性。
Abstract
The rapid growth of the Internets and social media have dramatically shaped the way people behave, especially in disseminating, sharing, and acquiring information (e.g., disease and health education related information). According to a survey from the Taiwan Network Information Center in 2019, it showed that about 80% of Taiwanese visits social networking sites, and 98% of them using Facebook. Same as the study of Rock Health(2019), they found the proportion of people searched the medical information before they got treatment had increased about 20% in 5 years. Thus, many hospitals utilize social media as a marketing tool to enhance patients' perceptions of their healthcare services through social marketing.
However, according to fan page interactive data from E-Da Bassinet, we find that the interaction between fans and Bassinet, in the part of comment, only 33% post had respond from fans. Based on our observation, a systematic methodology to identify the audience, create relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience with the social networking site is lacking. Therefore, the purposes of this project are as follows:
(1) In order to promote the effectively of E-Da Bassinet’s social networking site, this study integrates Kotler et al., (2016)’s 5A customer experience path model and the IDEA process for content marketing success, as well as the principles of post writing provided by the past systematic social marketing strategies to develop a marketing methodology.
(2) We implement the principles of marketing 3.0 associated with our methodology to develop marketing content, representation, strategies, and activities to address the aforementioned issues and expect to increase its interactivity.
目次 Table of Contents
論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vi
表次 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與範圍 3
第二章 文獻探討 4
第一節 研究場域 4
第二節 行銷觀念 10
第三章 研究方法 17
第一節 設計科學研究法 17
第二節 研究流程與步驟 19
第四章 設計發展解決方案 21
第一節 粉絲專頁貼文撰寫原則 21
第二節 整合5A顧客體驗路徑模式及IDEA內容行銷成功框架 24
第三節 5A顧客體驗路徑模式之各階段貼文要點 26
第五章 展示與評估解決方案 28
第一節 貝思諾之5A顧客體驗路徑模式各階段貼文要點 28
第二節 貼文設計展示 30
第三節 各階段驗證與討論 46
第六章 討論與結論 48
第一節 研究成果 48
第二節 研究貢獻 49
第七章 參考文獻 52
參考文獻 References
英文部分
Day, S., Digital Health Consumer Adoption Report 2019, 2019, ROCK HEAL+H, https://rockhealth.com/reports/digital-health-consumer-adoption-report-2019/, [Retrieved 2019/11].
De Vries, L., Gensler, S., Leeflang, P. S.H., Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing, Journal of Interactive Marketing, Vol. 26, No. 2, 2012, pp. 83-91.
Drucker, Peter Ferdinand , Management: Tasks Responsibilities Practices, Harperbusiness, 1993/04/01.
Evans, D., Social Media Marketing: An Hour a Day, Wiley Publishing, Inc., 2010.
Felix, R., Rauschnabel, P. A., Hinsch, C., Elements of strategic social media marketing: A holistic framework, Journal of Business Research, Vol. 70, 2017, pp. 118-126.
Goh, K. Y., Heng, Cheng-Suang, Lin, Z., Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content, Information Systems Research, Vol. 24, No.1, 2013, pp. 88-107.
Kang, J., Tang, L., Fiore, A. M., Enhancing consumer–brand relationships on restaurant Facebook fan pages: Maximizing consumer benefits and increasing active participation, International Journal of Hospitality Management, Vol. 36, 2014, pp. 145-155.
Kotler, P., Marketing Management, 11th Edition, Pearson, 2003.
Kotler, P., Kartajaya, H., Setiawan, I., Marketing 3.0: From products to customers to the human spirit, John Wiley & Sons, 2010.
Kotler, P., Kartajaya, H., Setiawan, I., Marketing 4.0: Moving from traditional to digital, John Wiley & Sons, 2016.
Lin, K. Y. and Lu, H. P., Intention to Continue Using Facebook Fan Pages from the Perspective of Social Capital Theory, Cyberpsychology, Behavior, and Social Networking, Vol. 14, No. 10, 2011,pp. 565-570.
Sabate, F., Berbegal-Mirabent, J., Cañabate, A., R.Lebherz, P., Factors influencing popularity of branded content in Facebook fan pages, European Management Journal, Vol. 32, No. 6, 2014 ,pp. 1001-1011.
Stelzner, M. A., Launch: How to quickly propel your business beyond the competition, John Wiley & Sons, 2011.
Su, N., Reynolds, D., Sun, B., How to Make Your Facebook Posts Attractive – A Case Study on a Leading Budget Hotel Brand Fan Page, International Journal of Contemporary Hospitality Management, Vol. 27, No. 8, 2015, pp. 1772-1790.
The 2019 Ultimate Guide to Facebook Engagement, January 2019, https://buzzsumo.com/blog/facebook-engagement-guide/, [Retrieved 2020/06].
Think Marketing, 5A Framework for Content Marketing Success, May 2013, https://thinkmarketingmagazine.com/5a-framework-for-content-marketing-success/, [Retrieved 2019/08].
Peffers, K., Tuunanen, T., Rothenberger, M. A., and Chatterjee, S., A Design Science Research Methodology for Information Systems Research, Journal of Management Information Systems, Vol. 24, No. 3, 2007, pp. 45-77.
中文部分
主題標籤,https://zh.wikipedia.org/wiki/%E4%B8%BB%E9%A1%8C%E6%A8%99%E7%B1%A4,[Retrieved 2020/06]。
四季台安醫院 Taian Hospital-Facebook粉絲專頁,https://www.facebook.com/%E5%9B%9B%E5%AD%A3%E5%8F%B0%E5%AE%89%E9%86%AB%E9%99%A2-Taian-Hospital-1052115178283672/,[Retrieved 2019/08]。
田婦產科附設產後護理之家-Facebook粉絲專頁,https://www.facebook.com/ANTTEN7255167/,[Retrieved 2019/08]。
財團法人台灣網路資訊中心,2019 台灣網路報告, https://report.twnic.tw/2019/,[Retrieved 2020/06]。
財團法人資訊工業策進會,八成以上台灣人愛用Facebook、Line坐穩社群網站龍頭 1人平均擁4個社群帳號 年輕人更愛YouTube和IG,May 2017,https://www.iii.org.tw/Press/NewsDtl.aspx?nsp_sqno=1934&fm_sqno=14,[Retrieved 2019/08]。
許景泰著,你就是媒體,初版, pp.146-147 pp.203-207,台北:三采文化 ,2015。
義大大昌醫院-Facebook粉絲專頁,https://www.facebook.com/%E7%BE%A9%E5%A4%A7%E5%A4%A7%E6%98%8C%E9%86%AB%E9%99%A2-300444130296491/,[Retrieved 2019/08]。
義大貝思諾產後護理之家,https://edabassinet.edah.org.tw/,[Retrieved 2019/08]。
義大貝思諾產後護理之家-Facebook粉絲專頁,https://www.facebook.com/eda.bassinet,[Retrieved 2019/08]。
義大醫療財團法人 義大醫院,https://www.edah.org.tw/,[Retrieved 2019/08]。
義大醫療-Facebook粉絲專頁,https://www.facebook.com/eda.health/,[Retrieved 2019/08]。
福臨產後護理之家-Facebook粉絲專頁,https://www.facebook.com/fulincarecenter/,[Retrieved 2020/06]。
馨蕙馨醫療體系-Facebook粉絲專頁,https://www.facebook.com/SingWish/,[Retrieved 2019/08]。
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