社群媒體行銷推廣──以躉泰食品有限公司為例

Social Media Marketing Promotion- Dunetai Food as an example

現代人越來越重視商品的品質，隨著網路普及與消費習慣的改變，許多消費者開始在網路上了解產品、購買產品、評論產品，本研究主題為藉由社群媒體行銷推廣，選取躉泰食品有限公司為例進行個案探討並發放問卷調查。針對消費者由購買糕餅的習慣切入，藉此來分析糕餅市場的年齡層、品牌知名度及購買糕餅的管道。採用Google表單進行問卷發放，共計回收有效問卷2388份，利用SPSS統計軟體進行敘述統計資料分析。研究結果顯示，將近八成的人會購買糕餅且願意嘗試知名度較低的糕餅；購買通路而言，61%的人還是選擇在實體店面購買；76.7%的人習慣選擇至有名氣的糕餅店購買；有95.8%的人會願意嘗試知名度較低的糕餅店。躉泰食品利用社群媒體行銷使曝光度提高，使用Facebook粉絲團、Line@生活圈等工具，實際進行網路行銷，使消費者更有機會接觸知名度較低的糕餅店。本研究對於想要利用社群媒體進行行銷推廣之業者而言，可做為理論及實務之參考依據。

Nowadays, people pay more and more attention to the quality of products. Internet and mobile communication technologies have changed consumption habits, many consumers tend to evaluate, buy and review products on the Internet and mobile communication devices. This research aims to conduct a research of internet marketing promotion through social media, and Dunetai Foods Co., Ltd. was selected as an example. This study conducted internet questionnaire survey to examine the impacts of social media marketing on purchase intention. The number of valid questionnaires retrieved from Google questionnaire in this study was 2388. Data were analyzed by SPSS software. This study explored how Dunetai Foods launched Facebook and Line@ social media marketing promotion. The results of the study show that nearly 80% of respondents are willing to try less-known pastry. 61% of respondents still choose to buy in physical stores. 76.7% of the respondents were used to purchasing in well-known pastry shops. However, 95.8% of the respondents are willing to buy in less-known pastry shops. The results of this research can be used as theoretical and practical references for those who want to use social media for marketing promotion.