國內近年興起美感經濟以及手創商品的風潮，根據行政院青輔會在2006年的統計，文化創意產業首次擠身年輕人熱門創業行業的前三名，而這些投入創作的手創者也藉台灣各大小型的創意市集擺攤而有了讓自製作品顯露頭角的機會，並更進一步發展自創品牌並讓自製作品躍上創意市集的龍頭老大。
網路行銷工具部落格同時兼備｢通路｣與｢媒體｣功能，無論是從｢功能面｣、｢使用面｣、｢傳播面｣、｢行銷面｣或是｢需求面｣等不同面向探討部落格的特性，部落格的特性都可以化約為以下八大特性：｢交流/互動性｣、｢知識累積性｣、｢主觀性｣、｢易被搜尋性｣、｢多媒體性｣、｢時間性｣、｢低門檻性｣及｢分眾性｣，這些特性讓行銷資源不足的手創者可以藉由部落格作為整合行銷¬¬進行宣傳商品以及販賣商品的管道和平台，這些都是傳統行銷工具無法達到的行銷特性。
因此本研究從行銷與整合行銷的觀點探討最能代表Web 2.0精神之一的部落格，並以消費者焦點團體訪談與質化個案研究深度訪談方式初探部落格如何協助手創者進行行銷及推廣，並進行手創者運用部落格與社群交流互動、推廣宣傳品牌以及銷售販賣的描述性研究。 / Recently, aesthetics economy and hand-made products have became a trend in Taiwan society, and according to the survey of National Youth Commission, Executive Yuan in 2006, for the first time Creativity Industry became the most popular industry for youth to start their business. Moreover the Creativity Markets have provided creators both the chances and places to show their own talents, works, and established their own brands.
Blog played both the place and media roles, from its function, usage, media, marketing or needs aspects to discuss the characteristics of blog, we found blog has the following eight characteristics: interaction and communication, knowledge - accumulation, subjectivity, easy for searching, multi-media, instantaneity, low-threshold and community divides. These characteristics can help hand-made creators who have inadequate marketing resources to promote and sell their products by applying these functions.
Therefore, this study is based on marketing and IMC point of view and by FGD and Case study trying to find out and illustrate how blog help hand-made creators to communicate their consumers, to promote their brands and to sell their hand-made products.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0096452005 |
| Creators | 陳映蓉 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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