| 摘要: | 隨著社群媒體成為為商業互聯網發展模式的中心，個體用戶之間訊息的交流和社交互動。粉絲專頁也成為企業無論線上有力的渠道，企業透過粉絲專頁向其目標客群作品牌、產品的曝光，與粉絲直接的進行互動。本研究旨在透過臉書分絲專頁的公開數據爬取，藉由數據的洞悉，作為未來專業經營者擬定專頁經營管理方針的參考。本研究從與Facebook用戶客群年齡相仿的遊戲機產業的臉書粉絲專頁經營切入，針對該產業前三名的品牌Xbox、Playstation、Nintendo的粉絲專頁，透過python爬取遊戲產業Playstation、Xbox、Nintendo 2015~2017共計三年的各篇貼文數據及留言，分別透過「專頁經營」、「粉絲互動」、「貼文內容」等不同的角度去洞悉粉絲專頁的經營。在「專頁經營」將以三個遊戲機粉絲專頁Nintendo、Xbox、Playstation經營者的角度去洞悉、比較其發文的時間、型態的趨勢變化等；在「粉絲互動」可以從粉絲的角度去看，粉絲在什麼樣時間點的發文會有最多的互動、怎麼去與粉絲專頁做出互動等等；「貼文內容」的部分則是會透過文字採礦，來看這三個粉絲專頁在其品牌關鍵字下所形成的概念連結表，藉以分析其主要傳遞給粉絲的訊息與內容。本研究有助於粉絲專頁的經營者從多個不同面向的客觀角度去分析，協助經營者了解自己與爭對手粉絲專頁的差異，並從數據中發掘應該發布什麼內容、何時發佈內容可能取得較多的粉絲互動的參考以擬定經營方針與策略。;The purpose of this study is to gain insights from the open data of the Facebook fan’s page and through the insights of the data as a reference for future professional operators to formulate guidelines of page management. This study is based on the Facebook fan page of the console industry, which focuses on the top three brands of the game console industry: Xbox, Sony PlayStation, and Nintendo. A Python program was coded to crawl the comments and posts on their fan page during 2015-2017. The first section, “page management," is based on page operators’ perspectives. By comparing key features including times of posts and the evolving directions, the study analyzes from three different views, which are of Nintendo, Xbox, and PlayStation’ s page managers. The second section, “fan interaction”, is based on the fans′ perspectives, finding out at what time they post boosts engagement and how they do to interact with the page operator. The last section, “post content”, uses the text mining method and creates a list of keywords which shows the link between them and the three brands’ notions, also analyzing the messages and content conveyed to the audience. The study helps fan page operators analyze the data objectively from a variety of perspectives, allowing them to spot the differences between themselves and their rivals. In addition, to gain more audience, the research assists the operators in planning a management strategy, including choosing the right content to release and picking the right time to post. |
