英文摘要 |
With the rapid rise of blog phenomenon on the Internet in recent years, it has attracted attention and adoption in the businesses. Moreover, what the application value of corporate blogs is and how businesses manage corporate blogs effectively to achieve business objectives are fundamental issues for those businesses who desired to benefit from corporate blogs. The study was combined with perspectives from various scholars to develop a framework of application value of corporate blogs in commerce and was divided into internal and external applications. Internal applications were included: internal communication, knowledge management; external applications were included: products marketing, building customer relationship, thought leadership, product development, customer service and crisis management. This study also proposed 32 critical management factors influencing on corporate blogs, including: managerial policies of corporate blogs should be established by organizations, contents of corporate blogs should be updated frequently and kept truly and so on. These findings could be used as the academic and practical references and applications. |