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題名 | 旅遊業部落格美感行銷的應用=Case Study of Blog Aesthetic Marketing Model for Travel Agencies |
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作者 | 廖世義; 蔡淑娟; Liaw, Shu-yi; Tsai, Shu-chuan; |
期刊 | 人文社會科學研究 |
出版日期 | 20090900 |
卷期 | 3:3 2009.09[民98.09] |
頁次 | 頁135-157 |
分類號 | 992.2 |
語文 | chi |
關鍵詞 | 部落格行銷; 網路行銷; 美感行銷; 內容分析法; Blog marketing; Internet marketing; Aesthetic marketing; Content analysis; |
中文摘要 | 部落格具有溝通、分享的特性,適合做為旅遊業長期與顧客互動的平台。旅遊業者的部落格行銷若能加入美感的元素,將可以塑造出具有高度競爭價值的品牌。本研究旨在提出部落格美感行銷概念模式,做為研究部落格美感行銷的基礎架構;並且針對旅遊業的現況,提出旅遊業實施部落格美感行銷的具體建議。目前業界以部落格作為行銷工具之實務運用,主要以主題式或活動式的形式進行,一旦行銷活動結束後,先前與顧客建立起來的關係也會隨之中斷,無法持續發揮美感行銷的力量,因此本研究整理歸納有關部落格行銷方面的理論與實證性的相關文獻,融入美感行銷的概念,提出部落格美感行銷的概念模型架構。為了使研究概念模型更貼近實務,在研究進行中亦分別深入訪談國內的部落格行銷專家或運用部落格行銷的旅遊業者。其次,採用內容分析法,以瞭解旅遊業應用部落格美感行銷的現況。研究發現實施部落格美感行銷的第一步,可從吸引顧客的注意力開始,以體驗美成要素的功能讓顧客體驗產品,留下難忘的印象;再運用「延續美感」要素的功能,延續顧客對產品或服務的觀感,讓顧客樂在其中,養成一再造訪部落格的習慣;並以互動美成要素的功能,讓顧客將具體的使用經驗內化,培養顧客忠誠度;最後運用美感價值要素的功能,與顧客共創價值,將美好的使用經驗傳播出去。 |
英文摘要 | Since Blog had communication and sharing characterics, it is suitable to be the interaction platform between travel agencies and customers. If travel agencies can add the aesthetic factors into blog marketing, it will create highly valued and competitive brand. The purposes of this study are to provide a basis of the study of blog aesthetic marketing model and to propose the effective blog marketing strategies for travel agencies according to their present situation. The current practice of regarding 'blog' as the marketing tool in business is in form of 'subject' or 'activity'. Once after the end of the marketing activities, the relationship established with customers before will break down thereupon. So that, the power of aesthetic marketing is unable to be lasted. By generalizing the theoretical and practical literature on blog marketing and integrating the concept of aesthetic marketing, this study contribute a basic framework of blog aesthetic marketing model. In order to make this research to combine with the practice closely, in-depth interviews with the experts of blog marketing and the travel agencies who appied bolg marketing were held. Furthermore, the study adopt the approach of content analysis to understand the current situation of travel agencies who apply the blog aesthetic marketing. The study shows that, the first step of applying blog aesthetic marketing is how to attract the attention from customers; applying the function of the "experience of esthetic sense" factor, to provide an experience of the product or service to impress customers deeply. The second is applying the function of the "extension of esthetic sense" factor, to extend the customers' sense and experience on products or service, in order to make customers find pleasure in it and form a habit of visiting the website again and again. The third is applying the function of "interaction of esthetic sense" factor, to make customers internalize their nice experience, to built customers' loyalty. The last is applying the function of "value of esthetic sense" factor, to create values with customers, and turn customers into spokesman of the product or service, make them spread the real usage experience out automatically. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。