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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 謝明慧 | |
dc.contributor.author | Yi-Ping Huang | en |
dc.contributor.author | 黃怡苹 | zh_TW |
dc.date.accessioned | 2021-06-13T17:30:15Z | - |
dc.date.available | 2016-07-25 | |
dc.date.copyright | 2011-07-25 | |
dc.date.issued | 2011 | |
dc.date.submitted | 2011-07-11 | |
dc.identifier.citation | 中文:
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/39505 | - |
dc.description.abstract | 本研究從拼貼資源觀點探討新興品牌網路社群經營過程。先天資源缺乏的新興企業在拼貼資源(Bricolage)策略觀點下,檢視手邊資源並投入資源組合以達到組織目標。作者以K品牌為例探討資源組合形成過程以及社群媒體在拼貼資源過程中所扮演的角色。資源組合機制可以基本元素合成、催化劑誘發、合成物生成/發現新元素等三個構面分析之,K品牌在集結統籌資源後進行目的性行動的規劃、執行,加上內外機緣的催化劑誘發,可生成許多小而片面的成果,經累積後相互作用成形成大型的化合物,亦即網路品牌社群。在社群成形的過程中即可逐漸達成品牌社群之目標價值,包含社會網路、印象管理、社群投入、品牌使用等,以及品牌知名度、品牌績效、聯想和忠誠度等品牌權益指標。 | zh_TW |
dc.description.abstract | The study aims to discuss how a new brand builds up brand online community from the perspective of Bricolage. Due to lack of resources, new ventures need to review their resources at hand and recombine them to achieve organizational goals. The study illustrate the Bricolage process by the example of Brand K, and found out the recombination mechanism and the role of social media in this process which can be described as “Synthesis of the basic elements”, Inducement of Catalysts' and “Production of compound/ Discovery of new elements”. After reviewing the resources at hand, Brand K aimed to making do through the repeated synthesis, inducement and production. When the company accumulates more and more compounds and elements, it can therefore achieve brand equity by the practices of online brand community. | en |
dc.description.provenance | Made available in DSpace on 2021-06-13T17:30:15Z (GMT). No. of bitstreams: 1 ntu-100-R98724015-1.pdf: 913289 bytes, checksum: cd8cb939b6e8926389b64319d5af7759 (MD5) Previous issue date: 2011 | en |
dc.description.tableofcontents | 第一章 緒論 8
第一節 研究背景 8 第二節 研究動機與目的 10 第二章 文獻探討 12 第一節 品牌權益與品牌社群(Brand Equity & Brand Community) 12 第二節 社群媒體與虛擬社群 (Social Media and Virtual Community) 16 第三節 拼貼資源 (Bricolage) 21 第三章 研究方法 24 第一節 質性研究 24 第二節 資料蒐集 25 第三節 資料分析 29 第四章 個案敘述 30 第一節 公司簡介 30 第二節 網路社群發展契機 31 第三節 網路社群經營實務 35 第四節 傳統行銷媒介 46 第五章 個案分析與討論 48 第一節 以拼貼資源建立品牌網路社群之理論架構 48 第二節 手邊資源與網路品牌社群經營 51 第三節 拼貼資源組合與網路品牌社群經營 55 第四節 拼貼資源目標與網路品牌社群價值 63 第六章 結論 69 第一節 研究發現 69 第二節 實務建議 71 第三節 研究限制與未來研究方向 73 第七章 參考文獻 74 第八章 附錄 78 | |
dc.language.iso | zh-TW | |
dc.title | 以拼貼資源觀點探討新興品牌網路社群經營─以K品牌為例 | zh_TW |
dc.title | Building New Brand Online Community from the Perspective of Bricolage: An Example of Brand K | en |
dc.type | Thesis | |
dc.date.schoolyear | 99-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 陳俊忠,周子銓 | |
dc.subject.keyword | 品牌社群,網路社群,拼貼資源, | zh_TW |
dc.subject.keyword | Brand community,Online community,Bricolage, | en |
dc.relation.page | 81 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2011-07-11 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 國際企業管理組 | zh_TW |
顯示於系所單位: | 國際企業管理組 |
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