A Study on Social Media Marketing for an Administrative institutions: A Case Study of NCSIST Facebook Fan Pages

• Main Authors: HUANG ,CHIEN-CHANG, 黃建璋
• Other Authors: HO,LI-HSING
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/3p3uv3

碩士 === 中華大學 === 科技管理學系 === 105 === After the transformation of the National Chung Shan Institute of Science and Technology (NCSIST) as an administrative legal person, under the prevalence and popularity of Internet use, the establishment of the "Facebook Fan Page" in 2015 was broadcast through community media marketing , which has constructed of a good brand image; and according to the latest data, Facebook users in Taiwan has reached 18 million users, therefore enterprises or organizations, through Facebook and other community media, create publicity and marketing,those indeed are economic and convenient tools. By qualitative research , this very paper explores the current status of the research on the current status of the NCSIST fan pages, and analyzes the current situation and provides specific strategies through interviews and case studies. The results show that when the Chinese Academy of Sciences posted a content in line with national defense science and technology image , the number of viewers and like will be increased, but it will not be affected by the post time. Restricted by weapons development and public restrictions, related articles can not be often posted. Another study has found that the with the form of the film, it can attract the better number of people and by the number of likes. This study suggests that the future business strategy of Chinese Academy of Sciences should be managed by specially-assigned person, combined with national defense science and technology image, post related topics; prizes giveaway from time to time, such as by likes, share posts, etc., to create fans and attract fans attention. This study can assist the Chinese Academy of Sciences facebook managers to effectively run the facebook fan page, and provide specific strategies and directions, but also as a follow-up research basis.