在數位化趨勢下，社群媒體成為品牌和消費者之間新的溝通管道，同時也有愈來愈多的企業，將品牌社群之經營視為行銷及顧客管理的一項重要指標，而快閃店為近年零售業的新趨勢之一，旨在透過創新體驗式的品牌體驗，提升消費者對品牌的認知，進而建立品牌社群，過去研究多為探討快閃店之商店及氛圍獨特性，對於其所創造出的潛在價值較少做討論，因此本研究以線上品牌社群的觀點，針對快閃店品牌Facebook粉絲專頁上的企業生成內容 (FGC) 進行分析，探討品牌內容行銷策略。
本研究將快閃店品牌分為台灣設計、國外設計及餐飲食品三大類別，並運用大數據分析技術進行文字探勘，透過TF-IDF演算法提取關鍵字詞並彙整字詞分類表，比較不同類別品牌和消費者品牌參與層次上的行銷策略異同，此外，亦建構出活動內容行銷策略圖，最後據本研究之分析結果，提供企業在社群內容行銷上的架構指引及建議。

In the digital age, social media has changed the traditional communication between brands and consumers. At the same time, more and more firms incorporating social media metrics into their marketing communications and customer relationship management activities. Pop-up stores are recognized as an innovative marketing strategy, which aim to increase brand awareness and build brand communities through their experiential objectives. Previous research had already explored the uniqueness of pop-up stores, but largely neglected to examine the potential value of customer experience-based strategies. Therefore, the objective of this study is to investigate content marketing strategies by collecting firm-generated content on Facebook fan pages of pop-up store brands.
This study classified brands into Taiwan design, international design and food service. Text mining technology and the term frequency-inverse document frequency (TF-IDF) calculation is applied to extract keywords in posts, then compared keywords differences between each category and level of consumers' engagement. In addition, this research also proposes a conceptual framework of content marketing about activities. Finally, based on the results of study, provide directions and suggestions for social content marketing.

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