社群媒体运用于企业对企业行销成效之探索性分析

田寒光 田寒光, 張宜平 Han-Kuang Tien
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引用次数: 0

摘要

互联网的发展导致了全球市场的开放。随著社群时代的来临,企业与客户之间的交流是透过许多新兴社群媒体进行的。因此,透过社群媒体与用户互动并建立关系非常重要。产品和服务资讯的快速传播,甚至对竞争对手和潜在目标市场的了解,已成为企业对企业(Business to Business,B2B)行销人员不可忽略的一环。全球的贸易模式在疫后正逐渐发生变化。贸易模式造成的订单碎片化已经与传统模式大相径庭。许多国外研究报告表明,B2B企业可以透过运用社群媒体为核心行销管道取得突破和进展。而大多数 B2B 公司仍处于起步阶段,因为许多 B2B 从业者仍然不确定是否或如何有效地使用社群媒体。因此,本研究尝试在商业运用发展的背景下探讨「B2B环境中的社群媒体」现象,增加对于B2B在社群媒体行销方面的理解与运用。本研究以质性研究(Qualitative Research)作为研究方法,研究对象是行销领域中的顾问专家及B2B厂商运用社群媒体行销超过五年的企业主管。采用质性研究能获得更深入的了解,并从中发现及说明了解B2B行销中如何使用社群媒体。研究归纳出以下之结论:(1) 提升品牌价值,透过内容行销策略提供专业知识,强化品牌竞争力;(2)创造内容价值,持续发布实用的内容资讯,累积人脉、信用及收益;(3) 增加客户价值,客户参与创新过程以产生连结。 The development of the internet has led to the opening of global markets. With the advent of the social age, the communication between companies and customers is through many emerging social media. Therefore, it is very important to interact with users and build relationships through online social media. The rapid dissemination of product and service information, and even understanding of competitors and potential target markets, has become an important part of Business to Business (B2B) marketers.Global trade patterns are gradually changing after the epidemic. The fragmentation of orders caused by trade model is already very different from traditional one. Many foreign research reports have shown that B2B companies can make breakthroughs and progress by using social media as their core marketing channel. In order to reach customers, companies have invested in the ranks of social marketing, grabbing the attention of consumers. Most B2B companies are still in their infancy, because many B2B practitioners are still unsure whether or how to use social media effectively.This study uses qualitative research as the research methods. Focusing on interviewing consultant and experts and corporate executives of B2B vendors who use social media as marketing channel for more than five years. We summarize the conclusions as following:(1) Promote brand value,Provide professional knowledge through content marketing strategy to strengthen brand competitiveness;(p2) Create the value of content,Continue to publish useful information to accumulate contacts, credit;(3) Increase customer value,Customers participate in the innovation process to generate connections.
本文章由计算机程序翻译,如有差异,请以英文原文为准。
社群媒體運用於企業對企業行銷成效之探索性分析
互聯網的發展導致了全球市場的開放。隨著社群時代的來臨,企業與客戶之間的交流是透過許多新興社群媒體進行的。因此,透過社群媒體與用戶互動並建立關係非常重要。產品和服務資訊的快速傳播,甚至對競爭對手和潛在目標市場的了解,已成為企業對企業(Business to Business,B2B)行銷人員不可忽略的一環。 全球的貿易模式在疫後正逐漸發生變化。貿易模式造成的訂單碎片化已經與傳統模式大相徑庭。許多國外研究報告表明,B2B企業可以透過運用社群媒體為核心行銷管道取得突破和進展。而大多數 B2B 公司仍處於起步階段,因為許多 B2B 從業者仍然不確定是否或如何有效地使用社群媒體。因此,本研究嘗試在商業運用發展的背景下探討「B2B環境中的社群媒體」現象,增加對於B2B在社群媒體行銷方面的理解與運用。 本研究以質性研究(Qualitative Research)作為研究方法,研究對象是行銷領域中的顧問專家及B2B廠商運用社群媒體行銷超過五年的企業主管。採用質性研究能獲得更深入的了解,並從中發現及說明瞭解B2B行銷中如何使用社群媒體。研究歸納出以下之結論:(1) 提升品牌價值,透過內容行銷策略提供專業知識,強化品牌競爭力;(2)創造內容價值,持續發佈實用的內容資訊,累積人脈、信用及收益;(3) 增加客戶價值,客戶參與創新過程以產生連結。  The development of the internet has led to the opening of global markets. With the advent of the social age, the communication between companies and customers is through many emerging social media. Therefore, it is very important to interact with users and build relationships through online social media. The rapid dissemination of product and service information, and even understanding of competitors and potential target markets, has become an important part of Business to Business (B2B) marketers. Global trade patterns are gradually changing after the epidemic. The fragmentation of orders caused by trade model is already very different from traditional one. Many foreign research reports have shown that B2B companies can make breakthroughs and progress by using social media as their core marketing channel. In order to reach customers, companies have invested in the ranks of social marketing, grabbing the attention of consumers. Most B2B companies are still in their infancy, because many B2B practitioners are still unsure whether or how to use social media effectively. This study uses qualitative research as the research methods. Focusing on interviewing consultant and experts and corporate executives of B2B vendors who use social media as marketing channel for more than five years. We summarize the conclusions as following:(1) Promote brand value,Provide professional knowledge through content marketing strategy to strengthen brand competitiveness;(p2) Create the value of content,Continue to publish useful information to accumulate contacts, credit;(3) Increase customer value,Customers participate in the innovation process to generate connections.  
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