| 摘要: | 因為網路的普及，網路人口快速地成長，同時也促成了網路社群的蓬勃發展。衍生的大量電子商務的需求及商機，吸引了許多企業及創業者爭相競逐。不過，因為網路提供了方便的蒐尋及比價功能，消費者對於品牌的轉換成本普遍降低，這也讓企業或創業者的商業競爭越趨激烈。因此，發展與顧客的社群互動，可能是提高顧客品牌忠誠度，並降低經營的成本與風險的方法。在這樣的環境背景之下，本研究選擇目前台灣及華人地區最大的健康減肥瘦身社群「iFit 愛瘦身粉絲團」為研究對象，以個案研究法，探討其運用社群行銷發展電子商務的商業模式及特色，並歸納出其成功關鍵，期能提供其他運用社群創業者之參考。
經過本研究進行個案研究後發現，iFit愛瘦身的商業模式及經營特色包含：1.鎖定具市場潛力之龐大客群，提供免費資源聚攏社群絲；2.發展突出的社群經營特色，創造無形價值並增加黏著度；3.觀察並發掘社群粉絲潛在需求，開發潛在市場商機；4.差異化產品及服務內容，創造品牌價值並提高轉換成本；5.結合優質合作夥伴互補合作，創造價值與雙贏；6.因應企業發展條件，穩健推動商務模式轉型；7.運用數據觀察分析社群喜好，機動修正經營策略。另外，針對運用社群行銷發展電子商務的成功關鍵，也可歸納如下：1.減重人口眾多，潛在需求源源不絕；2.網路人口眾多，網路購物環境成熟； 3.設定鮮明的價值主張，快速聚攏社群粉絲並測試市場商機；4.循序推進商務模式並掌握獲利關鍵。
從本研究結果可以說明，商業模式要能成功達到商業模式適配，一方面必須明確設定目標顧客對象並掌握其特性，提出鮮明適配的價值主張，並透過各個營運活動加以實現，同時，更必須掌握企業賴以生存維運的營收模式、成本管控，帶來營收並實現獲利，創造企業、顧客的雙贏與互利共榮。若能搭配龐大的需求人口、源源不絕的市場機會，並運用貼近民眾生活的工具或管道，吸引並有效維繫與顧客的密切互動，對於企業推展商務來說，將能提供更多的可能性與更大的發展空間，並有助於掌握目標顧客的特性及需求，讓企業更貼近其脈動並創造差異化的顧客價值，帶來更大的獲利可能與潛力。
關鍵字：社群行銷、價值主張、商業模式、健康瘦身;As the network became more and more popular, the Internet population not only grew rapidly, but also contributed to the vigorous development of the network community. A large number of e-commerce needs and business opportunities derived, and attracted many enterprises and entrepreneurs joining the competition. However, because the network provides a convenient function of information searching and price parity, consumers generally payed lower and lower cost of conversion for the brand, and then business competition became more and more intensive. Therefore, to increase the interaction with customers to improve their loyalty may help to reduce operating costs and risks.
In this context, the purpose of this study was to explore how to develop e-commerce with community marketing by case study of currently the largest healthy weight loss community in Taiwan and the Chinese region,“Fan page of iFit Loving Slimming”, and then find out its business model and characteristics. Finally, the study summaried the success keys of dealing with community marketing by business or entrepreneur.
The characteristics of business model were concluded as follows: 1. Focus the market potential of the huge customers, to provide free resources to gather the community fans. 2. Develop prominent community characteristics, and create intangible value and increase the adhesion. 3.Observe and explore the potential needs of community fans, and develop of potential market opportunities. 4. Differentiate the products and services to create brand value and increase conversion costs. 5. Union high-quality partners to cooperate for complement, and create higher value and win-win situation. 6. According to business development conditions, promote the business model transformation steadily. 7. Observe data to analyze of community preferences, and adjust business strategy.
In addition, the key success included the following. 1. As the growing population of weight loss makes the potential demand endless. 2. The popularity of the network brings a lot of population, and the online shopping environment is getting more mature. 3. Set a clear value proposition, and quickly gather community fans to test market opportunities. 4. Promote business model step by step, and master the key to profit.
Keywords: Community Marketing, Value Proposition, Business Model, Healthy Weight Loss |
