| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 97 === The main purposes of this paper are to apply exploratory research and qualitative observation to examine the different application models and to induct the development characteristics of business blogs in Taiwan.
According to this paper, the similarities of business blogs in Taiwan and in the U.S. are: (1) B2B industries are less willing to apply business blogs; (2) The application of business blogs in financial industry is more conservative. (3) The percentage of CEO-blog is still low. The differences are: (1) The percentage of business blog in Taiwan is lower. (2) Blogs in Taiwan provide fewer companies’ internal opinions. In addition, there are eleven characteristics of business blog application in Taiwan: companies in manufacturing industry using business blogs tend to be large-size enterprises; however, enterprises in service industry using business blogs tend to be mid-small businesses; business blogs are only assistant marketing tools for mid-large enterprises; however, they are major tools for small enterprises; employees in industries which use intensity of interpersonal reaction as the measurement of performance have stronger incentives to establish related blogs; application models of business blog are highly related with industry characteristics.
In term of industries, marketing targets and narrative mechanisms, the application models of business blogs can be divided into six categories, including: (1) intensive capital, (2) personal profession service (3) communication and entertainment (4) corner enterprises (5) life and leisure, and (6) transportation and channel.
In terms of purposes, the application models of business blogs can be divided into six categories, including: (1) brand elaborator (2) information provider (3) interacter (4) affection attracter (5) community network (6) celebrity-effect.
As a result, this paper provides three suggestions based on the blog samples:
(1) Enhance enterprise entirety and share marketing efforts through blog roll.
(2) Nurture target customers’ communities by providing blog space.
(3) Encourage employees in industries which use intensity of interpersonal reaction as the measurement of performance to establish blogs.
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