便利商店社群媒體之內容行銷研究-全家便利商店為例

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Title:	便利商店社群媒體之內容行銷研究-全家便利商店為例 A Research on Content Marketing of Convenience Store Social Media - An Example of Family Mart
Authors:	陳亮琮
Contributors:	經營管理學系
Keywords:	內容行銷、全家便利超商、飛輪模型、社群媒體 Content Marketing、Family Mart、Flywheel Model、Social Media
Date:	2023
Issue Date:	2023-05-02 02:00:25 (UTC+0)
Publisher:	亞洲大學
Abstract:	在現今網際網路、社群媒體蓬勃發展的時代，絕大多數的人每天生活作息離不開手機，因此資訊的獲取變成一件輕鬆無比的事情，但是也因為如此，我們無法仔細審視每個訊息的真實性與實用性，因此資訊內容的撰寫顯得格外重要。因此強調在保有真實性的同時，也能觸動消費者需求並吸引其目光的內容行銷也逐漸成為各間企業在網路、社群媒體上投放廣告時的主要方法。在本研究探討的個案全家便利商店的數位轉型中，自2015年起開始的LINE社群團購、2016年開始提供服務的全家APP所提供的各項服務及行銷策略都是在內容行銷上非常成功的案例。因此本研究將結合HubSpot於2018年提出的飛輪模型當中的三大構面，分別是顧客的吸引階段、參與階段與滿意階段來探討全家便利商店在這幾年的內容行銷上取得成功的關鍵因素為何。而本研究也藉由與全家便利超商內部營運課主管的深度訪談統整出全家這些年在社群媒體、APP的內容行銷的見解，並藉由第五章結論與建議得出以下幾點研究結論 : 一、迎合消費者需求的內容行銷，將強化顧客參與程度。二、良好的顧客體驗將提升品牌好感度。三、優良的品牌形象會吸引更多顧客參與其中。此外本研究也在最終的研究建議中提出相關建議，藉此在全家便利超商的社群小編培育及社群的經營上給予貢獻。 In today's era of Internet and social media booming, most people cannot live without their mobile phones every day, so obtaining information has become a very easy thing, but also because of this, we cannot carefully examine the authenticity and practicability of each message, so the writing of information content is particularly important. Therefore, content marketing, which emphasizes that while maintaining authenticity, can also touch consumers' needs and attract their attention, has gradually become the main method for companies to place advertisements on the Internet and social media. In the case of the digital transformation of the Family Mart convenience store discussed in this study, the LINE community group buying started in 2015, and the services and marketing strategies provided by the Family Mart APP, which began to provide services in 2016, are all very successful in content marketing case. Therefore, this study will combine the three aspects of the flywheel model proposed by HubSpot in 2018, which are the customer attraction stage, participation stage and satisfaction stage, to explore the key factors for Family Mart’s success in content marketing in recent years . And this research also summarizes the insights of Family Mart in social media and APP content marketing in recent years through in-depth interviews with the internal operation department director of Family Mart, and draws the following points from the conclusion and suggestions of Chapter 5 Research conclusions: 1. Content marketing that caters to consumer needs will strengthen customer participation. 2. A good customer experience will enhance brand favorability. Third, a good brand image will attract more customers to participate in it. In addition, this study also puts forward relevant suggestions in the final research proposal, hoping to contribute to the LINE group editing training of Family Mart and the operation of content marketing.
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