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題名 | 探討學校經營與社群行銷關係之研究--以屏科南風粉絲專頁為例=A Research of Discussing the Relationship between University Management and Community Marketing--A Case Study about Nan Feng |
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作 者 | 蔡展維; 郭穎蓉; 劉暉晟; | 書刊名 | 青年企業管理評論 |
卷期 | 2017特刊 2017[民106] |
頁次 | 頁307-321 |
分類號 | 527 |
關鍵詞 | 社群行銷; 社群經營; 學校經營; Facebook粉絲專頁; Social media marketing; Social community management; University image management; Facebook fanpage; |
語文 | 中文(Chinese) |
中文摘要 | 近年來隨著大學普及化及少子化問題,大學的學校經營越來越注重品牌行銷。特別是隨著網路科 技之進步,越來越多大學捨棄傳統的文宣方式,透過目前最廣為人知的社群經營平台——Facebook 作 為行銷學校與傳遞訊息之主要工具。本研究將以國立屏東科技大學之屏科南風粉絲專頁為個案對象, 以動態觀點透過描述粉絲頁發展脈絡來探討社群經營對學校的影響,進而探討粉絲頁的經營策略。 |
英文摘要 | In recent years, Management of the University in Taiwan was becoming serious and the university must pay more attention to brand marketing. Especially network science and technology progress, through the most well-known community management platform——Facebook fanpage to do marketing school image and the main tool for delivering messages. This research will be A Case Study of the Facebook fanpage——NanFengas the research object, take a dynamic view to describe the fan page development context to use Social Media how to impact on school management, and discuss Facebook Fan page business strategy. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。