碩士論文(2021)
以社群媒體為基之市場區隔分析方法研究
On method for social media based market segment analytics
關鍵字 Keywords
摘要
市場(Market)為在某個時間、地點，供給者及消費者將商品及物品進行交換進而達到彼此需求的地方，「行銷」(Marketing) 則為重要的商務活動之一，其任務在了解市場與掌握市場，並施予適當之因應策略，而市場區隔分析與趨勢預測為「掌握市場」之首要工作
由於網路世界的快速發展，許多消費者會在社群媒體上發表自己對於商品的意見及訴求，且消費者會搜尋網路以了解商品內容及其他使用者對於商品的評價，進而影響消費者的購買動機。針對社群媒體內容，分析市場區隔現狀與預測變化趨勢，以提早因應、創造更大的利益與價值，為行銷可行且必要的方向。
基於市場區隔分析之需求性以及社群媒體內容的有效性，本研究提出一社群分析為基之市場區隔分析方法，以供企業了解市場區隔以及其商品於公司所定位之區隔中的優劣，讓企業更有效的改善、創新商品。針對上述目的，本研究主要研究項目包括: (1)商品口碑模型設計， (2)市場區隔方法設計，(3)商品口碑樣貌分析方法設計，(4)市場區隔分析方法實作與驗證。
Abstract
Market is a place where suppliers and consumers exchange commodities and goods to meet each other's needs at a certain time and place, and marketing is a concept applied to the market. Understand the market segmentation, target market, market positioning and 4P (Product, Promotion, Price, Place) marketing strategy to master the market and propose the most appropriate decision, which is the core method of current marketing.
Due to the rapid development of the internet world, many consumers will express their opinions and demands on products on social media, and consumers will search the Internet to understand the contents of the commodity and other users' evaluation of the commodity, which will affect consumers purchase motivation. However, in recent years, the research has only conducted market analysis on changes in the overall market, but market segmentation analysis can better understand the needs of its own consumers and the product appearance of other companies in the same segment, and find out the advantages and disadvantages of the company and its competitors, then put forward effective strategies.
The main purpose of this research is to use commodity articles and evaluations on social media to construct a market segmentation analysis mechanism to help companies recognize the merits of their commodities and allow them to more effectively improve, innovate, and design commodities. For the above purposes, the main research items of this study include: (1) commodity e-wom model design, (2) market segmentation method design, (3)commodity e-wom profile design, (4) social media-based market analysis method Implementation and verification.