A Study of Facebook Fans Page Management Strategies – A Corporation as an Example.

• Main Authors: OU, HAN-HSIN, 歐涵欣
• Other Authors: HSU, CHIUNG-WEN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/qm44b7

碩士 === 國立高雄應用科技大學 === 資訊管理系碩士在職專班 === 105 === 　　With the advent of the internet era, many businesses cannot but begin to access the tool of social media and the like in order to approach consumers. In Taiwan, there are many online social media, with the FACEBOOK social group platform having the largest number of users and the highest usage rate. Therefore, a lot of businesses have selected FACEBOOK as the first step to join the social media world, where they created a FACEBOOK-based fan page to manage their relationships with consumers. 　　This study investigated a fan page that has been created for a period of time by company A, a traditional industry in Kaohsiung, where the case analysis method was used to analyze the company background and to understand information such as its internal organizational structure, customer attributes and affiliated industries. The purpose for understanding the business conditions of company A and its managed fan page was to break through the predicament confronting the traditional sales model, to find a management strategy in response to the difficulties, and to analyze the effectiveness of the practical operation based on said strategy. Finally, we proposed a review of the research results, which could serve as a reference for other businesses on whether they should join the FACEBOOK-based social medial platform for social group marketing.