中小企業執行長經營部落格對建基於顧客之品牌權益的影響：以Jeban公司為例

Abstract

CEO代言公司品牌可以增加品牌知名度、品牌形象，與品牌的信賴感。成功的案例有蘋果電腦的賈伯斯，微軟的蓋茲，以及維京集團的布蘭森，他們都積極參與公司的廣告與公關活動。然而，對於中小企業而言，因為資源較為有限，他們最好尋求新的，具成本效益的方式來協助公司品牌的建立。在新興的媒體當中，部落格值得中小企業主的注意與善加運用。本研究主張，中小企業的CEO應善加運用部落格建立公司品牌，而且可以預期得到正面效果。我們對一個泰國的化妝品中小企業，Jeban公司，進行個案研究。Jeban公司最主要的行銷管道是由CEO所經營的部落格。我們敘述分析其部落格的運作，並對其顧客進行問卷調查。調查結果顯示，其CEO所經營的部落格顯著提升了以顧客為基礎之品牌權益。

CEO as a spokesperson of a company brand may successfully increase the brand’s publicity, image, and credibility. Such examples are Apple’s Jobs, Microsoft’s Gates, and Virgin Group’s Branson. They intensively participate in their companies’ advertising and public relations activities. However, for small and medium sized enterprises (SMEs), their resources may be more restrained, and they had better find new and efficient ways to help build company brands. Among the new medias, Web log is a promising tool for SMEs to leverage. In this research, we propose CEOs of SMEs should use Web logs to build their company brands, and they shall get good results. We explore and examine a case of cosmetics SME in Thailand, Jeban, whose primary communication channel is Web log, and the Web log is run by its CEO, to support our proposal. We documented how the Web log runs, and conducted an online survey for the Web blog’s effect. The result shows the CEO-run Web log significantly increased its customer-based brand equity.