網路時代的來臨，不僅使傳統媒體的影響力降低，也造就社群平台的崛起與興盛。在這股趨勢中，有許多明星、藝人，利用自身現有的影響力，在社群平台上利用自創品牌、業配商品等方式，賺取本業之外的收益。更有許多素人，雖然本身不是知名人士，但因為在社群平台上，以特定的風格與主題產製內容，使得這些素人也逐漸擁有了名氣，打造出屬於他們的「個人品牌」。

　　本研究旨在探討，如何透過社交平台Instagram成功經營個人品牌，並延伸出五個研究問題，包括：經營個人品牌的關鍵成功因素有哪些？什麼樣的動機對經營個人品牌最有正面激勵效果？什麼樣的經營行為可以加速個人品牌經營成功？如何有效幫助經營者找出經營癥結點？以及，經營者要怎麼做才能備齊關鍵成功因素？

　　為了找出問題的答案，本研究首先整合過往文獻，建立一個「社群平台個人品牌經營模型」之雛型，然後採用質性分析，深入訪談8位具有豐富經驗的個人品牌經營者。在初訪階段，了解經營者在經營個人品牌的過程中，產生了哪些行為與想法；在二訪階段，深入探討動機、經營行為、經營內容與經營成果之間的關聯性。最後，本研究挑出7個在 Instagram 經營個人品牌的關鍵成功因素：外在經營動機、內在經營動機、學習投入、社交投入，以及經營內容的特殊性、相關性與一致性，並整合模型雛型與訪談獲得的一手資料，完成了「社群平台個人品牌經營模型」。此模型可以幫助經營者在迷惘、缺乏方向的時候，檢視自身之經營方式，進行針對性的修正與補強，既可節省經營者獨自摸索耗費的時間與精力，也連帶提升Instagram的整體內容品質，因為經營者因此可以發布對粉絲更有價值的資訊，對於整個社群，將會帶來總體正面效益。
　
　　過往諸多與社群平台相關的研究，多以Facebook作為研究標的，研究內容也多來自消費者的視角。隨著Instagram在全球的活躍使用者已超過10億人口，越來越多人正積極透過Instagram建立自身影響力。本研究從Instagram經營者的角度，整理與分析影響個人品牌成功的關鍵因素，並建立模型；在理論上，可提供未來相關研究參考，在實務上，則給予經營者經營建議，對改善經營成果有實際助益。

　　The advent of the Internet age has not only reduced the influence of traditional media but also created the prosperity of social platforms. In this trend, there are many celebrities who use their influence to create new brands, sell products and make profit on social platforms. There are even a group of people who are not celebrities at first but become famous and gain a lot of fans by keeping producing content with specific styles and themes on social platforms, successfully create their "personal brand."

　　This research aims to explore how to successfully do personal branding through Instagram, and extends five research questions, including What are the key success factors for personal branding? What kind of motivation has the most positive effect on personal branding? What kind of behavior can accelerate the success of personal branding? How to effectively help operators find out the problems they encountered? Last but not least, what should the operator do to gain the key success factors?

　　In order to find out the answers to the questions, we integrated the previous literatures to establish a prototype of the " Social Platform Personal Branding Management Model ", and then used it to interview 8 experienced personal brand operators. In the initial stage, we tried to understand what behaviors and ideas those operators had when they were operating a personal brand; in the second stage, we tried to find out and analyze the relationship between motivation, behavior, content and results. Finally, we chose 7 key success factors for personal branding on Instagram, including external motivation, internal motivation, learning investment, social relationship investment, as well as the distinction, relevance and consistency of content. Then we integrated the prototype model and first-hand interviewed information to complete the "Social Platform Personal Branding Management Model". This model can help operators review their operation strategies when they are confused and lack of direction, and make precise corrections and reinforcements. It can not only save operators' time and energy when they try to find a path to success of personal branding, but also improve the overall content quality of Instagram. Because the operator can publish more valuable information to fans, it will bring overall positive benefits to the entire community.

　　In the past, many kinds of research related to social platforms used Facebook as the research target, and most of the research content came from the perspective of consumers. As the number of active users of Instagram in the world has exceeded 1 billion, more and more people are actively building their influence through Instagram. From the perspective of Instagram operators, this study sorts out and analyzes the key factors that affect the success of personal branding, and establishes a model for operators to follow. In theory, it can provide future relevant research references, in practice, it will give operators useful suggestions to improve operating results.

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