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Author: 張碩芬
Suo-Fen Chang
Thesis Title: 網路社群匿名口碑行銷之策略模型-以美妝保養產業為例
An Anonymous WOM Marketing Strategy Model for Online Community- A Case Study on the Cosmetics Industry
Advisor: 盧希鵬
Hsi-Peng Lu
羅天一
Tain-Yi Luor
Committee: 盧希鵬
Hsi-Peng Lu
羅天一
Tain-Yi Luor
黃世禎
Sun-Jen Huang
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2020
Graduation Academic Year: 108
Language: 中文
Pages: 90
Keywords (in Chinese): 網路匿名口碑網路行銷策略紮根理論修正式德菲法
Keywords (in other languages): Anonymous EWOM, Internet Marketing Strategy, Grounded Theory, Modified Delphi Method
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  • 企業為影響消費者決策,雇用網路口碑寫手化身為消費者,於網路社群發佈具有商業意圖之匿名口碑。此行銷操作手法具有一定爭議性,更潛藏企業網路匿名行為被揭露後,造成企業商譽受損的負面影響。即便如此,於實務上此行銷手法已行之有年,且存在我們生活周遭難以分辨網路口碑真偽,更有不少企業願意冒著風險進行網路社群匿名口碑行銷。本研究為探討企業操作網路社群匿名口碑行銷之關鍵要素,從企業經營角度進行質化研究,並採用專家深度訪談方法作為相關資料蒐集;以紮根理論三階段編碼程序進行資料歸納、分析,研究初步階段獲得「網路社群匿名口碑行銷之策略模型」所涵蓋之構面及關鍵要素;再以修正式德菲法專家問卷調查統計分析,驗證專家意見一致性共識,以質化與量化相互驗證研究成果,以確保本研究成果適用性及可靠度。本研究建構之「網路社群匿名口碑行銷之策略模型」,包含匿名操作基本認知、行銷目標設定、執行團隊管理能力、內容策劃與設計、風險監控與因應等五大核心構面及十四項關鍵要素,將有助於企業網路行銷策略與實務操作參考。


    General speaking, the enterprise used to conduct the anonymous Word-Of-Mouth with commercial intent in the Internet world to influence the consumers’ decisions by pretending to be the consumers. However, this marketing operation method is not only a huge controversy, but also a crazy gamble. In case the behavior was exposed, it is likely to ruin the enterprise’s reputation. But in practice, many companies are still taking risks to do so. In order to explore the relevant operating of anonymous Word-Of-Mouth for the online community, the study eliminated the discussions related to moral issues. Meanwhile, this study explored the corporate operations from its internal perspective, including the configuration of anonymous Word-Of-Mouth for the online community and the key success factors of the operations, which can get the real picture. In this study, we arranged the in-depth interviews with experts, and adopt grounded theory with qualitative research to carry out the induction and analysis. After constructing the model, the expert questionnaire survey of the modified Delphi Method has been executed to verify the consistency, which may improve the availability of the model and ensure the reliability of the research. This research constructs the " Marketing Strategy Model of Anonymous Word-Of-Mouth for Online community " with five core aspects and 14 key items of marketing target elements, which includes the basic understanding of anonymous operations, management capabilities of executive team, content planning and design, risk monitoring and response.

    目 錄 摘 要 I Abstract II 致 謝 III 目 錄 IV 圖目錄 VI 表目錄 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 2 第三節、研究流程 3 第二章、文獻探討 4 第一節、匿名與網路匿名 4 第二節、口碑與網路口碑 5 第三節、社群媒體與社群媒體策略 6 第三章、研究方法 10 第一節、質化研究 10 第二節、紮根理論 10 第三節、修正式德菲法 12 第四節、研究架構 16 第四章、研究結果與分析 22 第一節、網路社群匿名口碑行銷核心構面及關鍵要素 22 第二節、修正式德菲法專家調查結果 43 第五章、結論與建議 48 第一節、研究結論 48 第二節、管理意涵 49 第三節、研究限制 50 參考文獻 52 附錄A、訪談者A 58 附錄B、訪談者B 62 附錄C、訪談者C 65 附錄D、訪談者D 68 附錄E、訪談者E 72 附錄F、修正式德菲法專家調查問卷 76   圖目錄 圖1-1 研究流程 10 圖2-1社群媒體七大功能元素 15 圖3-1 紮根理論分析程序 19 圖3-2 研究架構 24 圖3-3 研究過程、步驟及說明 25 圖5-1 網路社群匿名口碑行銷之策略模型 56   表目錄 表2-1 網路口碑類型表 13 表2-2 社群媒體行銷策略四大準則(4CS) 16 表3-1 平均數決斷判別表 22 表3-2 眾數同意程度判別表 22 表3-3 四分位差一致性程度判別表 23 表3-4 專家訪談對象一覽表及訪談時間及地點 27 表3-5 修正式德菲法專家問卷調查對象一覽表 28 表4-1 開放性編碼與各編碼說明 29 表4-2 主軸編碼與各要素說明 32 表4-3 選擇性編碼與各範疇說明 48 表4-4 第一回合修正式德菲法問卷數據分析表 52 表4-5 第一回合修正式德菲法各關鍵要素重要程度及一致性整理表 53 表4-6 第二回合修正式德菲法問卷數據分析表 54 表4-7 第二回合修正式德菲法各關鍵要素重要程度及一致性整理表 55 表F-1 修正式德菲法專家調查問卷項目 83 表F-2 修正式德菲法專家調查問卷填答表 84

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