博碩士論文 etd-0609109-170046 詳細資訊


姓名 鍾添旭 (TIEN-HSU CHUNG) 電子信箱 不公開
學號 M9616115 論文著作權 作者與指導教授共同擁有
系所名稱(中) 管理研究所 系所名稱(英) Graduate School of Management
學年度 / 學期 97學年度第2學期 學位 碩士 (Master)
論文名稱(中) 利用企業部落格進行口碑行銷策略之個案探討
論文名稱(英) A Case Study of Implementing Word-of-Mouth Marketing Strategy by Corporate Blog
檔案 本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。
請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
論文使用權限 校內 5 年後公開、校外永不公開
論文種類 碩士論文
論文語文別 / 頁數 中文 / 76
統計 已被瀏覽 1344 次,被下載 0 次
關鍵字(中)
  • 口碑
  • 企業部落格
  • 關鍵字(英)
  • Word-of-Mouth
  • corporate blog
  • 摘要(中) 在消防產業中,VESDA可說是全球早期火災偵測器的領導品牌,VESDA除了有著極高的靈敏度,其極高的誤報率往往也讓消防監控人員疲於奔命,在消防監控上造成了極大的困擾,此外,VESDA也為最早進入中國消防市場的早期火災偵測器品牌,並主導了目前整個中國消防產業的遊戲規則。
     而由英國Protec公司開發的極早期火災偵測器IFD,經由測試過後,發現其比VESDA有著更高的靈敏度,以及幾乎近於零的誤報率,而在台灣及中國市場,IFD是由A消防公司引進及代理。
     IFD雖然已經證明其在靈敏度及誤報率上的表現皆優於VESDA,但是由於IFD進入中國消防市場的時間較晚,目前在中國僅擁有不到1%的市場佔有率,因此,該如何在最短的時間內,用最低的成本來提升IFD在中國消防市場的市佔率並使其廣為人知,將是A消防公司極欲突破的課題。
     隨著網際網路的盛行與網路口碑的無遠弗屆,近年來興起的部落格也成為在網路上傳播口碑的一種媒介,然而,現今的部落格仍以私人的部落格為大宗,本研究將以A消防公司為例,來探討企業是否也可以藉由架設企業部落格來達到口碑行銷的目的,並為IFD提出相關之行銷策略建議。
    摘要(英) In the fire detector industry, VESDA is the most famous brand of fire detector in the world. VESDA not only has high sensitivity, but also has high rate of false alarm which makes the fire supervisors exhausted. High rate of false alarm of VEDSA creates the enormous puzzle in fire monitoring. Moreover, VESDA is the earliest brand of fire detector entering fire detector industry in China (in 1995). Now VEDSA is the leader of fire detector industry in China.
    IFD is another fire detector brand which is produced by Protec Corporation in England. After testing, the testers discovered that IFD has higher sensitivity than VEDSA and its rate of false alarm is nearly zero. In Taiwan and China fire detector industry, IFD is imported by A company.
    IFD has already proved that it is better than VESDA in the sensitivity and the rate of false alarm. Because IFD entered China fire detector industry in 2007, now IFD only has less than 1% market share in China fire detector industry. Therefore, how to use the lowest cost to increase the market share in China fire detector industry in the shortest time is what A company need to do now.
    In recent years, electronic word-of-mouth has become more common and more popular. Now blog is also a way to spread electronic word-of-mouth. This study will take A company for example to research if enterprises can implement word-of-mouth marketing strategy by corporate blogs, and at last this study will also suggest some marketing strategies for IFD.
    論文目次 目錄
    第一章 緒論 1
    第一節 研究背景 1
    第二節 研究動機 3
    第三節 研究目的 5
    第四節 論文架構 6
    第二章 文獻探討 8
    第一節 消防產業 8
    第二節 網路口碑 16
    第三節 企業部落格 22
    第三章 個案公司分析 32
    第一節 個案公司簡介 32
    第二節 個案公司問題描述 48
    第四章 解決方案 55
    第一節 SWOT分析 55
    第二節 行銷策略建議 58
    第三節 預期成效 64
    第五章 結論 66
    第一節 研究總結 66
    第二節 研究限制 68
    第三節 後續研究建議 69
    參考文獻 70
    一、英文部分 70
    二、中文部分 75
    參考文獻 一、英文部分
    1.Albrycht, E.(2004), Turning blogs into useful communication tools, Public Relations Tactics, 11, pp.14-15.
    2.Amold, C.(2004), Vox venditori, Marketing News, 38, 1
    3.Andersson, E., Greenspun, P., Grumet, A.(2006), Software engineering for Internet applications. The MIT Press. [On-line], Available: http://philip.greenspun.com/seia/glossary
    4.Arndt, J.(1967), “Role of product-related conversation in the diffusion of a new Product”, Journal of Marketing Research, Vol.4 (3), pp.291-295.
    5.Bansal, Harvir S. and Peter A. Voyer(2000), “Word-of-Mouth Processes within a Services Purchase Decision Context,” Journal of Service Research, Vol.3, No.2, November, pp.166-177.
    6.Bettman, E., Johnson, J., and Payne, J. W.(1990), “A componential analysis of cognitive effort in choice”, Organizational Behavior and Human Decision Processes, Vol.45 (2), pp.111-139.
    7.Blood, R.(2002),“Weblogs:A History and Perspective In John Rodzvilla(Ed.),” we’ve got blog, pp.7-16, UK:Perseus Publishing.
    8.Briggs, R. and H. Nigel(1997), “Advertising on the web : Is there response before click-through,” Journal of Advertising Research, 37, April, pp.33-45.
    9.Brister, Julia M.(1990), “Enhanced Explanations of Word of Mouth Communication: The Power of Relationships,” Research in Consumer Behavior, Vol.4, pp.51-83.
    10.Brown, Jacqueline Johnson and Peter H. Reingen(1987), “Social Ties and Word-of-Mouth Referral Behavior,” Journal of Consumer Research, Vol.14, No.3, December, pp.350-362.
    11.Brown, Jacqueline Johnson and Peter H. Reingen(1987), “Social Ties and Word-of-Mouth Referral Behavior,” Journal of Consumer Research, Vol. 14, No. 3, December, pp.350-362.
    12.Buttle, Francis A.(1998), “Word of Mouth: Understanding and Managing Referral Marketing,” Journal of Strategic Marketing, pp.241-254.
    13.Chatterjee, Patrali(2001), “Online Reviews: Do Consumers Use Them?” Advances in Consumer Research, Vol. 28, pp.129-133.
    14.Chiou, J. S. and C. Cheng(2003), “Should a company have message boards on its web sites,” Journal of Interactive Marketing, 17(3), Summer, pp.50-61.
    15.Cohen, E. and Krishnamurthy, B.(2006), A Short Walk in the Blogistan, Computer Network, 50, pp.615-630.
    16.Coleman, James, Elihu Katz, and Herbert Menzel(1966), “Medical Innovation: A Diffusion Study,” New York: Bobbs-Merrill.
    17.Crane, F. G., and J. E. Lynch(1988), “Consumer selection of physician and dentist:an examination of choice criteria and cue usage.” Journal of Health Care Marketing, Vol. 8, pp.16-19.
    18.Dearstyne(2005), Blogs-The New Information Revolution?, The Information Management Journal, pp.38-44.
    19.Engel, James F., Robert J. Kegerreis and Roger D. Blackwell(1969), “Word-of-Mouth Communication by the Innovator,” Journal of Marketing, Vol. 33, No. 3, July, pp.15-19.
    20.Eszter Hargittal(2003), Blog types, Retrieved 16:50, June 7, 2006, [On-line], Available: http://campuscgi.princeton.edu/%7Eestzer/weblog/archives/00000191.html
    21.Festinger, L. A.(1957), A Theory of Cognitive Dissonance, Stanford: Stanford University Press.
    22.Fievet, C. & Turrettini, E.(2004), “The Development of Blog,” Blog Story, pp.20-21, Paris:Eyrolles Publishing.
    23.Gelb, Betsy and Madeline Johnson(1995), “Word-of-Mouth Communication: Causes and Consequences,” Journal of Health Care Marketing, Vol. 15, No. 3, Fall, pp.54-58.
    24.Gelb, Betsy D. and Suresh Sundaram(2002), “Adapting to Word of Mouse,” Business Horizons, Vol. 45, No. 4, July-August, pp.21-25.
    25.Gilly, Mary C., John L. Graham, Mary Finley Wolfinbarger and Laura J. Yale(1998), “A Dyadic Study of interpersonal Information Search,” Journal of the Academy of Marketing Science, Vol.26, No.2, Spring, pp.83-100.
    26.Hanson, K.(2006), Should the Boss be Blogging?, Strategic Communication Management, 10(2), pp.6-7.
    27.Hanson, W. A.(2000), “Principles of internet marketing”, Ohio: South-Western College Publishing.
    28.Heires, K.(2005), The Blogosphere Beckons:Should Your Company Jump In? Harvard Management Communication Letter, 2(4), pp.3-5.
    29.Helen S. Du and Christian Wagner(2006), “Weblog success: Exploring the role of technology”, Int. J. Human-Computer Studies, Vol.64, pp.789–798.
    30.Herr, Paul M., Frank R. Kardes and John Kim(1991), “Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective,” Journal of Consumer Research, Vol. 17, No. 4, March, pp.454-462.
    31.Joi Ito's Web, [On-line], Available: http://joi.ito.com/
    32.Karren, S. (2004), The Channel of Professional. [On-line], Available: http://www.channelventures.com/channelprofessional/channelglossary.html
    33.Kathy E. Gill(2004), How can we measure the influence of the Blogosphere? WWW2004 - New York, NY. [On-line]. Available:
    34.Kiel, G. C., and Layton, R. A.(1981), “ Dimensions of consumer information seeking behavior”, Journal of Marketing Research, Vol.18 (2), pp.233-239.
    35.Lang, E.M.(2005), Would you, Could you, Should you Blog?, Journal of Accountancy, 199(6), pp.36-42.
    36.Madile, M (2004), Weblogs as means of Marketing Communication, [On-line], Available: http://www.twoday.net/static/maximus/files/seminarpaper.pdf/
    37.Marketing Terms.com, [On-line], Available: http://www.marketingterms.com/dictionary/blog/
    38.Orr, B.(2004), Is There an Enterprise Blog in Your Future?, ABA Banking Journal, 96(12), pp.54-55.
    39.Quible, Z.K.(2005), Blogs and Written Business Communication Course: A Perfect Union, Journal of Education for Business, pp.327-332.
    40.Reingen, Peter H. and Jerome B. Kernan(1986), “Analysis of Referral Networks in Marketing: Methods and Illustration,” Journal of Marketing Research, Vol. 23, No. 4, November, pp.370-378.
    41.Richins, Marsha L.(1983), “An Analysis of Consumer Interaction Styles in the Marketplace,” Journal of Consumer Research, Vol. 10, No. 1, June, pp.73-82.
    42.Rogers, E. M.(1983), “Diffusion of Innovations.” Glencoe, IL: The Free Press.
    43.Ross, Jr, W.H.(2005), What Every Human Resource Manager Should Know About Web Logs, SAM Advanced Management Journal, 70(3), pp.4-14.
    44.Schiffman, L. G., and Kanuk, L. L.(1991), “Communication and consumer behavior”, Consumer Behavior (4th ed. pp. 268-306) . NJ: Prentice-Hall Inc.
    45.Scoble, Robert and Israel, Shel(2006), Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers, John Wiley & Sons.
    46.Sheth, J. N.(1971), “Word-of-Mouth in Low-Risk Innovations,” Journal ofAdvertising Research, Vol. 11, pp.15-18.
    47.Sheth, Jagdish N., Banwari Mittal and Bruce I. Newman(1999), Customer Behavior: Consumer Behavior and Beyond, Fort Worth, TX: Dryden Press.
    48.Stauss, Bernd(1997), “Global Word of Mouth: Service Bashing on the Interne Is a Thorny Issue,” Marketing Management, Fall, pp.28-30.
    49.Tanimotoa, J. and H. Fujiib(2003), “A study on diffusion characteristics of information on a human network analyzed by a Multi-Agent simulator,” The Social Science Journal, 40, pp.479-485.
    50.Wikipedia(2009), Blog, [On-line], Available: http://zh.wikipedia.org/w/index.php?title=Blog&variant=zh-tw
    51.Wikipedia(2009), Napster, [On-line], Available: http://zh.wikipedia.org/w/index.php?title=Napster&variant=zh-tw
    二、中文部分
    1.RoyBoy(2004),為什麼網誌平臺在Google的檢索比傳統網站更優越?取自http://roy.nicetypo.com/nt/roylee.nsf/contentBypermaLink/0D7AE9C02B8BDBF048256E19004D5191
    2.王琳(2006),Blog訊息信任影響口碑說服效果之研究,國立台灣科技大學企業管理研究所碩士論文。
    3.世界經理文摘編輯部(1998),行銷新趨勢:口碑行銷,世界經理文摘139期,pp.134-138。
    4.全球安全科技網(2001),大陸中國消防體系與產業發展淺說,ASMAG.COM 安全自動化。
    5.池嘉敏(2006),網路口碑來源可信度對線上購買意圖之影響-以線上拍賣網站為例,國立台灣科技大學企業管理研究所碩士論文。
    6.行政院主計處(2001),中華民國行業標準分類。
    7.林世陸(2007),消防產業發展策略之研究,國立台灣科技大學管理研究所碩士論文。
    8.林克寰(2004),妳不能不知道的部落格Jedi’s Blog,取自 http://jedi.org/Blog/archives/001118.html
    9.林祐民(2005),台灣消防安全產業發展問題與策略,台經月刊。
    10.林克寰(2003),名家專欄︰部落與部落格,上網日期2003 年9 月2 日。取自http://www.openfoundry.org/article.pl?sid=04/10/07/0955211&mode=thread
    11.郭正義(2005),扭轉西下夕陽為東升旭日─消防產業的危機與轉機,台經月刊專訪,pp.23-26。
    12.郭昌衢(2008),企業網站與企業部落格對關係品質影響之比較研究-以毛寶個案為例,世新大學公共關係暨廣告學研究所碩士論文。
    13.陳信宏(2006),從Blog使用目的,探索部落格商機,國立台灣科技大學管理研究所碩士論文。
    14.黃燕清、余榮彬(2006),安全設備產業的發展,工業技術研究院能環所。
    15.劉基欽(2005),Blog特性對Blog信任之影響,國立台灣科技大學企業管理研究所碩士論文。
    16.藝立協(2003),「BLOG線上出版、網路日誌實作」,台北:上奇。
    指導教授/口試委員
  • 廖文志 - 指導教授
  • 欒斌 - 指導教授
  • 吳宗成 - 委員
  • 繳交日期 2009-06-16


    基本檢索 | 進階查詢 | 瀏覽檢索 | 檢索歷史 | 主頁

    如有任何問題請與國立臺灣科技大學圖書館聯繫