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系統識別號 U0026-0812200915061482
論文名稱(中文) 透過部落格塑造個人品牌資產---以Travel 2.0部落客為例
論文名稱(英文) Building the Personal Brand Equity by Blog---Taking Travel 2.0 Bloggers as an Example
校院名稱 成功大學
系所名稱(中) 創意產業設計研究所
系所名稱(英) Institute of Creative Industry Design
學年度 97
學期 1
出版年 98
研究生(中文) 林佩嫻
研究生(英文) Pei-Hsien Lin
學號 pa695103
學位類別 碩士
語文別 英文
論文頁數 128頁
口試委員 口試委員-李鴻文
指導教授-謝孟達
指導教授-陳國祥
中文關鍵字 虛擬社群  部落格行銷  部落客經濟  Travel 2.0  品牌資產  個人品牌 
英文關鍵字 Blogger economy  Travel 2.0  Blog marketing  Virtual community  Brand equity  Personal brand 
學科別分類
中文摘要 隨著部落格的應用日益普及,有越來越多的部落客有機會成名,或為自身帶來如《數位時代》雜誌所說的”部落客微型經濟”。部落格和Web 2.0一樣,具有分享和互動的特質,不同於以往網路疏離感和孤立的特性,被社會大眾所歡迎與使用,甚至被企業用來當作新的行銷方式與工具。本研究觀察到有越來越多落客喜歡撰寫旅遊相關主題,並且隨著”Travel 2.0”觀念的提出,已被旅行社當作新型態的行銷手法並累積相當不錯的成績。
在這樣的社會發展背景下,本研究的貢獻在提供(1)分析透過部落格塑造個人品牌過程的成功因素和驗證假設。並以Aaker的品牌識別四大構面和品牌資產五大要素做為理論基礎。(2) 分析部落客/部落格行銷、虛擬與實體延伸結合的品牌資產管理,並解釋Travel 2.0部落客品牌資產如何獲利。歸納三點研究結果:a.提供Travel 2.0 部落客微型經濟的建議,及塑造個人品牌成功要素。b. 提供關於部落格、部落客行銷的建議,及線上旅行社針對Travel 2.0
的創新應用。c.提供社會其他層面潛在的應用。
本研究採用探索性研究,先進行文獻探討和資料蒐集,之後建立結合品牌識別、品牌資產理論和部落格特性的新分析架構,運用此架構歸納出從個案分析與深度訪談得到的七項關鍵因素和加上情境的假設,最後用問卷驗證關鍵因素,用專家和業界經營者訪談驗證假設。從顧客端得到的驗證結果指出,部落客在個人風格塑造和部落格設計上,都表現得相當不錯,但是在虛擬社群、顧客忠誠度關係上,仍需更多努力,顧客同時也對Travel 2.0認識不夠。個人品牌塑造和品牌資產管理應被視為一個完整的過程,包含品牌識別,顧客忠誠度管理,品牌延伸和品牌資產管理,每個要素互相影響,循環以產生效益。
本研究另一重要結論在於個人部落格和企業部落格的不同,不同的定位導致不同結果。如果要使用關係和情感行銷,個人部落格的功效將大於企業部落格。
英文摘要 Due to the increasing applications of blog, there are more and more bloggers who become famous and hold
activities for the public. This phenomenon is called “blogger economy,” as reported in the Business Next. Blog shares the same characteristics with Web 2.0--sharing and interaction. Furthermore, blog also has been embraced by public and being used in different kinds of industries. This research observed the new phenomenon that more and more bloggers like to create and share contents related to traveling. Several bloggers proposed the “Travel 2.0” concept, which has already been applied as a marketing tool in the tourism industry, such as CTS (China Times Service).
Based on this background, this research takes prominent bloggers as examples to analyze personal branding and brand equity management on blogs. The objectives of this research are as follows:
(A) To analyze the essential elements and verifying the hypotheses on personal branding by blog based on four aspects of brand identity and five elements of brand equity proposed by Aaker
(B) To analyze blog/blogger marketing and brand equity management through virtual and real activities in order to explain what the Travel 2.0 blogger’s brand equity is and how it contributes value to the industry
(C) To integrate the results of this study and provide:
(1) Suggestions for Travel 2.0 blogger, blogger economy and the elements on personal branding for individual application in other industries
(2) Suggestions on blogger marketing and innovative applications for online Travel 2.0 companies
(3) Potential applications on other social aspects
This research took exploratory study and applied literature review and data collection to design a new testing model which combined brand identity, equity theory and blog characteristics. This new testing model induced seven essential elements by case study and in-depth interviews, then the essential elements and hypotheses within the context were proposed. Finally, questionnaire and interviews with experts and managers were conducted to verify the results.
From the customers’ point of view, the results of the verification show that bloggers did well on personal style and blog design, but not so well on the virtual community and customer relationship and did not have enough understanding on Travel 2.0. Personal brand should be regarded as a whole management, which includes brand identity, loyal customer relationship management, brand extension and brand equity management. Each factor affect others, and circulate to make the best profit.
Besides, there is another important conclusion derived from this research that is the difference between enterprise blog and personal blog. The different position results in different consequence and if online travel companies would like to implement relationship and emotional marketing, personal blog is more suitable than enterprise blog.
論文目次 1. Introduction 1
1.1 Research background and motivation 1
1.2 Research objectives and contributions 3
1.3 Research process 5
1.4 Research scope 7
2. Literature Review 8
2.1 Blog 9
2.1.1 Definition 9
2.1.2 Introduction 10
2.1.3 Characteristics 12
2.1.4 Personal blog 13
2.1.5 Electronic Word of Mouth Communication (EWOMC) and Word-of-Mouth Marketing 15
2.1.6 Opinion leader 16
2.1.7 Blog marketing 17
2.1.8 Virtual community 18
2.1.9 Blogger economy 20
2.2 Travel 2.0 21
2.2.1 Background 21
2.2.2 Definition 23
2.3 Brand 25
2.3.1 Definition 25
2.3.2 Brand personality, identity, and image 27
2.3.3 Brand position 34
2.3.4 Personal brand 34
2.3.5 Brand extension 36
2.3.6 Brand equity 36
2.4 The four aspects of brand equity and identity 40
2.5 Brand loyalty 41
3. Research Design 42
3.1 Research Structure 42
3.2 Research design and data collection 44
3.2.1 Qualitative research 44
3.2.2 Data collection 45
3.3 Limitations 46
3.4 Study process 47
4. Case study and in-depth interview 47
4.1 Case study 47
4.1.1 Introduction of Ken Worker 48
4.1.2 Travel 2.0 case study on Ken Worker 50
4.1.3 Analyses on customer interface design of Ken Worker Blog 52
4.1.4 Analyses on Ken Worker’s Personal Blog based on four aspect of brand equity and identity 55
4.1.5 Introduction of China Times Travel Service (CTS) 66
4.1.6 Essential elements 67
4.2 In-depth interview 70
4.2.1 Introduction of Charles 72
5. Verification and results 80
5.1 Qualitative verification 80
5.2 Triangulation 80
5.3 Triangulation: Questionnaire design 81
5.3.1 Variables 81
5.3.2 Data collection 81
5.3.3 Questionnaire design 85
5.4 Triangulation: Questionnaire analysis 86
5.4.1 Descriptive analysis 86
5.3.4 Results and findings 89
5.5 Triangulation-Expert Interview 90
5.6 Triangulation: Interview with the manager director of the travel agency 90
6. Conclusions and suggestions 94
6.1 Conclusions 94
6.1.1 For personal brand 94
6.2 Suggestions 95
6.2.1 For Individual 95
6.2.2 For Tourism industry 97
6.2.3 Innovative application 99
6.3 Potential application on other social aspects 100
7. References 102
8. Appendix 105

Figure 1. The research process of this study 6
Figure 2. The research scope of this Study 7
Figure 3. The characteristics and structure of blog sphere 13
Figure 4. The essentials of e-business leadership 20
Figure 5. The structure of blogger economy 21
Figure 6. The tourism industry structure in the past and present 22
Figure 7. The Travel 2.0 community Blog 24
Figure 8. The Travel 2.0 community Blog 25
Figure 9. The four aspects of brand identity 29
Figure 10. Five element of brand equity 37
Figure 11. The four aspects of brand equity and identity 40
Figure 12. The complex and interactive degree 46
Figure 13. The experimental space of Travel 2.0 51
Figure 14. The example of discussions before a trip on the blog 52
Figure 15. The procedure of case study 55
Figure 16. The design process of the case study 67
Figure 17. The lecture and speech 67
Figure 18. The procedure of case study 68
Figure 19. The seven essential elements and structure of brand equity and identity 69
Figure 20. The In-Depth Interview study process design 71
Figure 21. The triangulation verification 81
Figure 22. The Identity and Image 83
Figure 23. Questionnaire Design 85
Figure 24. Blogger economy flowchart for individual 96
Figure 25. STP of Travel 2.0 Blogger, Travel Blogger and Tour Guide. 98
Figure 26. Innovative Application by Personal Blog 100
Figure 27. Combine Blogger Marketing and Civic Marketing. 100
Figure 28. Collecting Crowd Power as a Social Positive Influence 101

Table 1.The functions of the brand for the consumer 34
Table 2.The functions of the brand for the consumer 38
Table 3.The case study target 48
Table 4.The interview target 72
Table 5.The variables of questionnaire 81
Table 6.Testing information 86
Table 7.Frequency distribution & reliable analysis 87
Table 8.Expert interview target 90
Table 9.Manager interview target 90
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7. Krishnamurthy, S. (2002). “The Multidimensionality of Blog Conversations:The Virtual Enactment of September 11.” Maastricht , The Netherlands:Internet Research 3.0
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1. David A. Aaker, Alexander L. Biel,(1993),” Brand equity & advertising :advertising's role in building strong brands,” Hillsdale, N.J. :Lawrence Erlbaum Associates.
2. Phil Carpenter(2000),”Ebrands: Building an internet business at breakneck speed,” Boston, Massachusetts: Harvard Business School Press.
3. Mark Blair, Richard Armstrong, Mike Murphy(2003),” The 360 degree brand in Asia- Creating More Effective Marketing Communications.” Singapore: Saik Wan Press Pte Ltd.
4. Jean-N Kapferer (2004),“The new strategic brand management :creating and sustaining brand equity long term,” London : Kogan Page
5. John W. Creswell(2004), “Research design: Qualitative, Quantitative and Mixed Methods Approaches.” Sage Publications, Inc.
6. Janelle Barlow, Paul Stewart(2004),”branded customer service,” San Francisco: Berrett-Koehler, INC.
7. Tremaynne ,(2007),”Blogging, Citizenship, and the future of media”, New York ,Taylor & Francis Group.
8. Mark W. Johnston, Greg W. Marshall(2008),“relationship selling, p86.” New York: McGraw-Hill/Irwin companies, INC.
Research
1. 蘇宏仁(1998),國內企業品牌資產與品牌經營策略關係之研究,國立成功大學工業管理研究所
2. 王朝生(2002),”Interrelationships between brand equity, brand preference and purchase intention :a study of causes and effects on brand equity” 國立成功大學企業管理學系碩博士班
3. 李翔雲(2002),高感性打造品牌識別之體驗—以傅子菁時裝為個案研究。國立中山大學企業管理學系
4. 劉江釗(2005),部落格之社會網絡與自我呈現初探。國立中山大學資訊管理研究所
5. 李怡璇(2005), 文化主題商品體驗行銷效果之研究:以幾米商品為例。世新大學傳播管理學系
6. 陳信宏(2006),從BLOG使用目的,探索部落格商機。台灣科技大學管理研究所
7. 陳世豪(2006),部落格網站行為之研究。中原大學資訊管理學系
8. 蕭家福(2006),部落格獲利模式分析探討。台灣科技大學管理研究所
9. 陳昱達(2006),消費者生活型態、產品涉入程度、品牌個性對之覺品牌奢侈之影響。國立成功大學企業管理所
10. 林有助(2006),行動電話服務品牌轉換意願之研究。國立中興大學高階經理人班
11. 吳宜真(2007),企業部落格社群經營與價值共創之研究,國立政治大學科技管理所
Magazine:
1. 李欣岳等(2005),部落格來了席捲企業的Blog Inc.新勢力。e天下。
2. 史倩玲、楊文菁(2006),解讀Blog全球旋風。數位時代,108,56-79。
3. 誠品好讀(2006),當我們部落格。誠品書店,第63期。
4. 數位時代(2007),愛上blog專刊。數位時代。
5. 誠品好讀(2007),影音成瘋,全明星時代來臨。誠品書店,第74期。
Book:
1. Goffman (1992),《日常生活中的自我表演》。徐江敏、李姚軍譯。台北,桂冠圖書股份有限公司
2. David A. Aaker, Alexander L. Biel (1995),《品牌經營:創造品牌資產的策略》。朝陽堂編輯部譯。臺北市:朝陽堂文化
3. David A. Aaker (2001),《品牌管理》。高登第譯。臺北市 :天下遠見出版
4. Marc Gobe (2001),《高感性品牌行銷》。辛巴譯。臺北:城邦文化
5. David A. Aaker、Erich Joachimsthaler (2002),《品牌領導》。高登第譯。臺北市 :天下遠見出版
6. 吳萬益、林清河(2002),《行銷研究》。臺北市:華泰文化事業
7. David A. Aaker (2005),《策略行銷管理第七版》,林隆儀譯。臺北市 :華泰文化
8. Fievet, C. & Turrettini, E.(2006),《誰沒部落格! Blog story》。施瑞瑄譯。 台北市:商周出版家庭傳媒城邦分公司發行
9. 楊偉龍、陳瓊華、劉玲君(2007),《部落格行銷達人》。台北,碁峰出版
10. 林安平(2007),《行銷2.0》。台北,天下雜誌出版社
11. Catherine Marshall B. Rossman (2006),《Designing Qualitative Research質性研究設計與計畫撰寫》。李政賢譯。臺北市;五南
12. 劉文良(2007),《網際網路行銷第二版》。臺北市:碁峰資訊股份有限公司
Online resources:
1. 查理王travel 2.0旅遊美食部落格http://www.travelrich.com.tw/members/charles/index.aspx
2. 工頭堅部落http://worker.bluecircus.net/
3. 部落格旅行團http://blog.roodo.com/blogtravel
4. travel+2.0旅遊書籤集合場http://www.hemidemi.com/group/travel2/home
5. 老夫子姐姐旅行夜談http://blog.roodo.com/may.lin
6. Mr.6 http://mr6.cc/
7. Timetravel http://blog.roodo.com/ctstravel/
8. 詹宏志(2002),”Travel and Internet”,《Business Next》, http://www.ebook.com.tw/HalfRead.asp?object_id=6973
9. Wikipedia “keyword: Blog” ,http://en.wikipedia.org/wiki/Blog
10. “Blog and civic medialization,”http://jedi.org/blog/archives/004279.html
11. Susan Breslow Sardone, “What is Travel2.0”, About.com http://honeymoons.about.com/od/smarttravel/qt/travel2pointoh.htm
12. Lee Xin Yue(2006),“Charles interview”,《Business Next》,
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