全球品牌企業之社群媒體應用分析

The Analysis of Social Media Applications on Global Brands Enterprise

欒斌(Pin Luarn)；邱于平(Yu-Ping Chiu)；楊荏傑(Jen-Chieh Yang)；郭致妘(Chih-Yun Kuo)

社群媒體 ； 品牌社群應用 ； 臉書 ； social media ； brand social media applications ； Facebook

Electronic Commerce Studies

12卷2期（2014 / 06 / 30）

121 - 141

繁體中文

社群媒體正在迅速增長，儼然成為我們的現代生活的必需品，品牌企業正在努力嘗試如何有效運用網路社群進行訊息傳遞與溝通活動。本研究藉由網路社群平台發展模式及品牌網路社群創新應用案例的分析，探討全球網路社群發展趨勢。本研究根據文獻歸納出主要社群平台為：社交網站、多媒體分享、相簿部落格、微網誌以及商業社群平台。再根據2011年BRANDZ全球最具價值品牌百強排行榜，選出五個最有價值的全球品牌公司作為案例研究，分析品牌企業如何管理網絡社群平台。研究結果可供企業在選用不同社群平台進行行銷與應用的依據。

Social media is growing rapidly, and has become a necessity in our modern lives. Over the last few years, it has been the subject of a number of popular books. This research covers an analysis on the developing services patterns of social media platforms, cases of innovative brand marketing over social media, and recommendations as to how brands operators, and social media platforms should respond to global trends. This study included use of social networking sites, video sharing, microblogging and business social networking for internal or to connect with consumers or firms employees. Next, we used case studies of the five most valuable global brands corporations to illustrate how they are managing their respective networks of the most popular social media platforms such as Facebook, YouTube, Twitter, LinkedIn and Sina Weibo. The results of this study have useful references and suggestions for marketers on social media.

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