| Summary: | 碩士 === 雲林科技大學 === 資訊管理系碩士班 === 98 === Internet is full of wonders, every day could happen the latest things, twitter had established an exemplar of microblogging in the Internet. It is hard to be ignored that microblogging had had a remarkable influence in the world, plurk, facebook, google buzz and so on microblogging is becoming an up-and-coming application. The enterprise also smells an opportunity. This research reference the task-technology fit theory (TTF) and 4R marketing strategy theory to understand that whether can have a notability influence in the marketing performance. This research use the questionnaire survey to study the object of the research is the enterprise of staffs that carries on the marketing with Microblogging, using the Partial Least Square (PLS) to analyze the data, we can see from the results of microblogging does for today''s corporate marketing staff, the microblogging help to make them be more accessible to consumers and their product information is more easily disseminated to the market quickly. While the popularity of mobile commerce, microblogging can also browse and update something information by the handheld device, so that marketing is no longer becoming real and nothing to enable enterprises to get the trust of consumers and consumers could get the ideal reward from the goods or services as well. We also found that although it can be said microblogging is one of the most effective marketing tool in today’s market, but there is not all benefits. How to convey the complete marketing information in the limits the number of words and how to check the all of the information we sent is available, rather than blindly provide the information has no anything values. Improve the overall microblogging messages by the texture and value each employees in the use of microblogging to do marketing. Be aware of when and how to operate this two-edged sword for their vast network to win the trust of users, and easy to get high marketing performance, which is sent each of the messages need to think twice before announcement.
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