| 摘要: | 社群媒體蓬勃發展，成為當前熱門的溝通與資訊分享平台，而它的普及引起了物流公司的重視，逐漸成為公司行銷自己與顧客互動的重要管道之一。過去研究探討社群媒體在物流業中的應用較少，也未有研究運用文字採礦來了解物流業社群媒體的發展現況。透過分析社群媒體，廠商能夠掌握最即時的顧客回應資訊。因此，本研究透過文字採礦技術與網路爬蟲程式，分析從2015至2016年物流業運用社群媒體的最新情況。首先，研究廠商如何使用Twittter官方紛絲頁面推廣各項活動。第二，透過Twitter客服官方帳號了解顧客對於客服中心的評價與建議。最後，進行三家物流公司Twitter專頁的整體比較。結果顯示，各物流公司舉辦的活動包括：體育贊助、科技創新比賽、環境保護、節慶慈善活動。而歷年來顧客對於廠商的抱怨則大同小異。其中，沙烏地阿拉伯服務中心，是顧客最常抱怨的地區。再進行三家公司的比較之後，進而了解各公司在顧客心中的企業形象，以及如何管理社群媒體與顧客互動，並提出針對各公司的建議。此研究期望讓社會了解社群媒體文字採礦的價值，幫助廠商透過近年的歷史資料分析，來制定更有效的行銷策略與管理顧客關係。;With the increasing usage of social media platforms, customers’ communication channels are increasing into various fields. Thus, logistics industries have a revolutionarily ways to interact with customers. Social media implementation is not only for B2C context, but it is also important in the B2B context. However, the research which has reported the logistics companies’ social media execution is scant. Hence, the aim of this article attempts to explore how third party logistics companies in the U.S. promoted their services and managed their official Twitter fan pages and help pages, what are the clients’ feedback entails, comments, and complaints about the customer service, and what are the similar and different keywords between the third party logistics are. This research collected the tweets by using the technique called Web Crawler, and analyzed the data through, data collection, text parsing, text filtering, and text mining. Results of this study indicate that companies promoted their service by several approach. For example, sport and competition sponsorships, ecological protection, and charity and holiday events. Furthermore, from the clients’ feedback, comments, and complaints, we see that clients were disappointed in the service in Saudi Arabia. Finally, from the comparison of three companies, we find out about the different corporate images and reputations. Overall, the results can help the logistics industries to develop strategies of customer engagement and brand management. |
