koo.social—社群商務智能情報系統商業計劃

Abstract

社群媒體的出現，大幅度改變了人類的生活、社交、甚至大眾閱聽的習慣，進而也深度影響了行銷領域的發展。尤其Facebook在2004年成立之後，短短20年間的各種社群媒體成長，讓全世界所有的企業都必須將社群視為一個極為重要的通路、同時也是官網以外的另一門面、甚至也是經營潛在會員到鐵粉的場域。 長期以來，社群行銷對於大多數的企業來說，似乎就等同「投放廣告」。但由於隱私權的議題發酵、以及長期以來精準廣告的重要工具「第三方Cookie」的使用也即將受到限制，我們開始著手研究：除了廣告，還有什麼方式可以協助企業把社群商務(Social Commerce)經營好？因此，奠基在數據分析、生態圈發展以及AI運用的「koo.social社群商務智能情報系統」就此誕生，盼能成為企業在進行社群行銷時一項嶄新的利器。 本篇商業計劃書論文將藉由EMBA所學，再次回顧先前的價值主張以及商業模式圖，並透過面對面的訪談收集受訪者對於現行社群商務所面臨的痛點，以及期待的解決方案。再依據價值主張圖整理出顧客素描，然後做到價值主張適配，並發展出商業模式。此外，我們也從財務分析及風險評估，計算該產品未來三年的財務規劃。最後，我們也運用了進入市場策略，嘗試精準的切入市場。 最後，我們堅信未來必定是一個生態系競爭及AI的時代，多樣且豐富的數據源結合生成是AI將會是做好社群商務的核心關鍵。因此未來計畫中也涵蓋數據生態系的打造與協作，並導入AI提升效率。期許讓每個koo.social的用戶，在每個社群行銷活動，都能帶來可被預估、且能持續優化的成效。

The emergence of social media has greatly changed human lives, social interactions, and even mass media consumption habits, thereby deeply influencing the development of the marketing field. In particular, since the establishment of Facebook in 2004, the growth of various social media platforms in just 20 years has made social media a crucial channel for all businesses worldwide. It serves as an important avenue beyond official websites, a different facade, and even a space for cultivating potential members and die-hard fans. For a long time, social media marketing for most companies seemed to be synonymous with "advertising." However, due to the privacy concerns and the impending restrictions on the use of the vital advertising tool “third-party cookies,ˮ we have started to research alternative ways to assist businesses in effectively managing social commerce. This led to the creation of the "koo.social Social Commerce Intelligent Insights System," built on data analysis, ecosystem development, and AI applications. We hope it becomes a groundbreaking tool for businesses engaging in social media marketing. This business proposal paper will leverage the knowledge gained from the EMBA program to revisit the previous value proposition and business model canvas. Through face-to-face interviews, we will collect the pain points faced by respondents in current social commerce practices and their expected solutions. Based on the value proposition canvas, customer profiles will be compiled, followed by value proposition fit and the development of a business model. Furthermore, we will conduct financial analysis and risk assessment to formulate the financial plan for the product's next three years. Lastly, we will employ market entry strategies to aim for precise market penetration. Ultimately, we firmly believe that the future will be an era of ecosystem competition and AI, where diverse and abundant data sources combined with AI-generated insights will be the key to successful social commerce. Therefore, the future plan also includes the establishment and collaboration of a data ecosystem, along with the implementation of AI to enhance efficiency. We aspire to enable every user of koo.social to achieve predictable and continuously optimized results in every social media marketing campaign.