隨著Web2.0新一代的互聯網應用，大型的入口網站已經無法滿足網友的需求，垂直型網站的成立，解決了各個不同領域特殊的資訊需求，而網站的設計、給顧客的感受、網站的內容、社群的發展都會影響該網站的營運，本個案透過學者Rayport與Jaworski (2001) 所提出的網站7C架構要素中的內容 (Content) 與社群 (Community) 作為主要的準則，運用觀察法與次級資料來探討B親子網站的經營模式，瞭解其如何運用內容與社群的力量爬升至親子類網站排名第一。
親子網站面臨到網路產業的快速變化與少子化問題的考驗，本研究是以在台灣成立了十多年的B親子網站作為研究個案，從該公司成立起，即以特定的母嬰族群作為經營的目標客群，歷經食安風暴、網路輿論攻擊、經營者變動等事件，還得以安然度過，期間也因應會員需求增加了電子商務服務，並舉辦大型運動會來回饋會員，成為目前唯一有客服部門的垂直性網站。本研究著眼個案於如何維持既有的會員服務，並持續運用社群的力量解決母嬰族群資訊需求，在使用行為從PC轉移至行動裝置的同時，還能保有其內容與社群的優勢，希望提供相關建議給個案公司參考，協助個案公司進一步的成長，能夠持續發展並創造更佳的獲利。

As Web 2.0 emerging as the latest internet application, conventional portal sites can no longer meet with internet users’ needs and demands. The establishment of vertical website becomes a successful solution in order for specific information needs in different fields. In addition, design of website, customers’ perceptions, contents on website, and development of community all bring influences or impact to the operation of this website. The case studied in this thesis is reviewed and researched mainly based on “Content” and “Community,” two major principles from 7Cs Framework by scholars Rayport and Jaworski (2001). Other methodologies include observation and secondary data are applied to further discuss the business model of B parent-child social network website and to understand how it is empowered by contents and community to reach No.1 in this category.
Overall, the industry of parent-child website has been confronted by rapid changes and evolvement of internet industry as well as harsh challenge of low birth rate. This research adopts B parent-child social network website which is founded at Taiwan and operated more than a decade as study case. Since the company starts, it already focuses on specific mother-infant groups as targeted customers. From food safety issues, internet public opinion attacks, and operator changes, this website came through crisis and challenges. It is also during this period that e-commerce service is launched upon members’ demands. It also organizes large sport meet as feedback and appreciation to members. B parent-child social network website remains as the only one vertical website with a customer-service department in its category. This research focuses on how this case could maintain existing member service and also constantly resolves information needs from mother-infant group with community. Furthermore, while transferring users’ behavior from PC to mobile devices it still remains advantageous competence in terms of contents and community. The author wishes to provide suggestions to this studied company so that it is beneficial for further growth, as well as sustainable development and better profit.

一、中文參考文獻
TalkingData移動數據研究中心（2015），移動母嬰行業洞察報告。
朱道凱（譯）（2000）。網路商機：如何經營虛擬社群（原作者：John Hagel Ⅲ ＆ Arthur G. Armstong）。台北市：臉譜出版。
何佩芝（2010）。單身女性社群網站經營模式與策略之研究，國立中山大學高階經營碩士班論文。
吳思華（2000）。策略九說-策略思考的本質。台北市：臉譜出版。
宋餘俠、蔡世田（2011年8月）。政府參與社會網絡新思維。研考雙月刊，35 (4)，10-22。
周旭華（譯）（2010）。競爭策略：產業環境及競爭者分析。（原作者：Michael E. Porter）。台北市：天下文化。
林于雯（2006）。社會福利機構網站首頁運用網路行銷現況之探究，高雄醫學大學行為科學研究所碩士班論文。
唐滋蓮（2010年6月）。網路社群賺大錢。非凡新聞周刊，217，74-81。
張楠溪（2007）。新銳網頁色彩與版式搭配案例指南。臺北市：文魁資訊。
陳雪美（譯）（1999）。電子商務管理概論（原作者：Ravi Kalakota and Andrew B. Whinston）。台北市：跨世紀電子商務。
湯宗泰、劉文良（2008）。電子商務Web2.0思維。台北市：學貫行銷。
黃士銘、洪育忠（譯）（2003）。電子商務（原作者：Jeffrey F. Rayport and Bernard J. Jaworski）。臺北市：麥格羅.希爾。
黃士銘、洪育忠、傅新彬（譯）（2006）。電子商務概論第二版。（原作者：Jeffrey F. Rayport and Bernard J. Jaworski）。臺北市：麥格羅.希爾。
劉玉英（2012）。育兒母親的線上社會支持－以親子社群網站使用者為例，銘傳大學公共事務學系碩士在職專班碩論文。
潘競恆、王千文、陳敦源（2011）。電子治理與Web2.0社群網站使用行為之實驗研究。台灣公共行政與公共事務系所聯合會年會暨學術研討會發表之論文，台北市立教育大學。
黎華（2014）。運用貝氏方法預測中華民國103年至123年死亡率、生育率、遷徒及人口數，國立陽明大學公共衛生研究所碩士論文。
鍾玉玨、許恬寧（譯）（2012）。為什麼我們這樣生活，那樣工作？（原作者：Charles Duhigg）。台北：大塊文化。
二、英文參考文獻
Armstrong, A. and J. III Hagel (1996), “The Real Value of On-Line Communities,” Harvard Business Review, 74 (3), 134–141.
Drentea, Patricia, and Jennifer L. Moren‐Cross (2005), “Social Capital and Social Support on the Web: The Case of an Internet Mother Site,” Sociology of Health & Illness, 27 (7), 920–943.
Dumham, Philip J., Alan Hurshman, Elaine Litwin, Joanne Gusella, Christine Ellsworth, and Peter W. D. Dodd (1998), “Computer-Mediated Social Support: Single Young Mothers as a Model System,” American Journal of Community Psychology, 26 (2), 281–306.
Hagel, John and Arthur Armstrong (1997), Net gain: Expanding markets through virtual communities, Harvard Business Press.
Kohler, Hans‐Peter, Francesco C. Billari, and José Antonio Ortega (2000), “The Emergence of Lowest‐Low Fertility in Europe during the 1990s,” Population and Development review, 28 (4), 641–680.
Ward Hanson and Kalyanam, Kirthi (2000), Internet Marketing and e-Commerce, Independence, Cengage Learning.
三、網路資源
《數位時代》2015年Web台灣熱門網站100強榜單中第83名。http://www.bnext.com.tw/article/view/id/35475
World Population: Historical Estimates of World Population, http://www.census.gov/population/international/data/worldpop/table_history.php.
創市際雙週刊第四十六期（2015）。
http://www.ixresearch.com/reports/%E5%89%B5%E5%B8%82%E9%9A%9B%E9%9B%99%E9%80%B1%E5%88%8A%E7%AC%AC%E5%9B%9B%E5%8D%81%E5%85%AD%E6%9C%9F-20150817/
黃馨儀（2009年7月12日）。三高產婦育兒寶典 親子網站爆紅。中時電子報。取自http://life.chinatimes.com/2009Cti/Channel/Life/life-article/0,5047,11051801+112009071200060,00.html