| Summary: | 碩士 === 逢甲大學 === 企業管理所 === 96 === Due to the lack of information searching and marketing channels before, it was hard for manufacturers to access niche market. However, with the development of internet, consumers can not only get information of product easily but also share their experiences through a variety of websites. Blog is regarded as a tool which everyone can talk to the world immediately. In other words, blog erases the boundaries of communication and social status. Compared with the other media, blog has better interaction in information communication. For the word-of-mouth effect that common advertisement wants to reach, blog users just only need to post, quote, and link articles, then people in the blog can discuss. Thus, the word-of-mouth effect could be arisen in the blog.
For those consumer groups who have unique demand or preference, they can get together in a certain blog. Besides, blog makes manufacturers find the niche market easier, so that the manufacturers can start up their marketing strategies. The documentary has been a small part in movie market. Movie makers of the documentary lacked the marketing channels and it was hard for the consumer to find the related information of the documentary. But “Gift of Life”, “Happy Rice”, and “Jump! Boys” were box-office movies in recent years through blog marketing.
This research mainly discusses how blog can solve the marketing problems and bring the marketing benefits for three documentaries via case studies. We find five characteristics of blog including connection, interaction, information, specific market, and low cost. The research results could help the documentary to achieve five marketing objectives which are enhancing awareness, creating the newsy subject, delivering the related information, building up the word-of-mouth effect and reducing marketing cost. Besides, we propose six propositions in the following:
Proposition 1: The connection of blog would help the documentary to enhance awareness.
Proposition 2: The interaction of blog would help the documentary to create the newsy subject.
Proposition 3: The connection and information of blog would help the documentary to deliver related information.
Proposition 4: The interaction and specific market of blog would help the documentary to build up the word-of-mouth effect.
Proposition 5: The specific market of blog would help the documentary to reach its target market.
Proposition 6: The low cost of blog would help the documentary to reduce marketing cost.
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