A Study on Brand Image,Virtual Community Management,Mobile Marketing and Customer Loyalty of Recreation Farms

• Main Authors: Chang, Shou-Chein, 張守謙
• Other Authors: Tuan, Chao-Lin
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/01043719971975152651

碩士 === 國立屏東科技大學 === 農企業管理系所 === 104 === Taiwan is an economically matured country. People are not only concerned about the efficiency of their works, but also paying more attention on the quality of their leisure time. Nowadays, go travelling and getting close to the nature become an important activities to improve the quality of live and being healthy. As the information technology advances tremendously, the virtual community and the smartphone applications marketing are quickly prevailing and becoming the new platforms of network marketing. Many recreation farms’ owners are eager to know how their mobil marketing to make their consumers and web fans can quickly obtain the latest information about the recreation farms experienced activities and publish their reviews and comments? With these information and responses, the owners can effectively create a good brand image and show their marketing creativities and competitiveness, thereafter they can maintain customer loyalty and improve the operational effectiveness of their recreation farms. This study uses multivariate analysis as research method and the main purpose is to probe the relationship of the recreation farms among the image branding, virtual community management, mobile marketing , customer，s loyalty and to see the influences from the consumers on the website. According to the results of our research and analysis, the web consumers consider that the image branding, virtual community management, and mobile marketing are all have significantly influence on customer loyalty. Another finding is that network community management and mobile marketing have the partial mediation effects on the image branding and customer loyalty. A total of six research results summarized our findings and then produce seven recommendations accordingly, which can be served as practical management implications for the recreation farms industry. The recommendations are as follows: 1.Focusing on the targeted customers, formulate one to one marketing strategy to attract the potential recreation farms tourists. 2.Make a brand story for your recreation farm to enhance images branding. 3.With the help of the internet community management fans, recommend the unique features for your recreation farm. 4.Taking advantage of mobile advertising to win the confidence of your network consumers. 5.Integrate all of the resources in images branding, virtual community and mobile marketing activities to allow your network consumers to share their experiences. 6.Diversify the themes of your recreation farm and adopt the innovative management. 7.Utilize the advantage of smartphone technology to optimize the service quality of your recreation farm.