| Summary: | 碩士 === 東吳大學 === 資訊管理學系 === 106 === Taiwan bakery industry continues to grow, and is facing serious competition problems. Online marketing can help the baking company build a good reputation on the Internet and communicate the core ideas of the company. However, the baking company needs to increase the loyalty of the surrounding consumers, create stable business revenue, and further manage potential customers in the region by using social marketing. This thesis is a case study of baking company. The purpose of this study is to explore the impact of the local conventional baking company on its operational performance after the introduction of social marketing. This study found that social marketing can help cases improve sales performance, contribute to promotion activities, and cultivate loyal customers. In the part of managing social platform: the introduction of coupons helps to increase network traffic; the location of the store, the age of the customer, the identity and the familiarity of the social platform will affect whether the customers join the social platform; customers are most satisfied with services of answering the questions related to the preferential activities and the reservation service on Line@, and Line@ performance in Aggregation ability is not as good as expected. The majority of members are joined from the physical channel. This study can be used as a reference for conventional bakery industry using social marketing.
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