根據2020年社群藍皮書PIXNET研究顯示，隨著社群媒體的蓬勃發展，有40.5%的用戶於平台上獲得醫療/保健資訊。台灣醫療機構設置社群粉絲專頁為常見宣傳方式，負責發佈品牌營運資訊或新聞訊息，期望透過社群管道經營品牌形象。但實際上，社群粉絲專頁與顧客的互動不如預期，尤其是醫院品牌創建之際面臨的服務行銷推廣困難，包含缺乏社群媒體操作經驗與忽略廣告投放的運用。
本研究以新成立醫院所設立之品牌粉絲專頁作為研究對象，執行強化品牌行銷的社群經營策略，透過品牌導向理論與5A顧客體驗路徑的整合，以及社群廣告工具的應用，輔助品牌於營運初期，讓顧客對品牌建立認知、產生信心和情感連結，有效獲得品牌忠誠度。最後依據實際操作之研究結果提出建議，作為日後醫院品牌經營粉絲專頁之參考。
透過本研究的品牌社群經營成果，藉由設計相對應的互動形式，結合品牌導向概念以強化社群行銷的策略與方法，實踐於醫院品牌社群參與行為，可彌補現實醫病互動不足之處，促使醫院品牌之社群粉絲專頁於初始創建過程中，與顧客建立情感連結，傳遞品牌價值。

According to the research of PIXNET Social Survey (2020), with the vigorous development of social media, 40.5% of users obtain medical/health care information through social media platforms. In Taiwan, most medical/health organizations expect manage brand image through social media channels by launch an official Facebook brand fan page as part of its publicity strategy to deliver brand operation information or news. In fact, the interaction between the brand fan page and customers through Facebook is not as expected. Significantly, launching a new hospital brand on social media which faced difficulties in service marketing and promotion, including lack of experience of social media operation and ignoring advertising campaign.
This research takes Facebook brand fan page of a newly-established hospital as the research object. Strengthen the community management strategy of brand marketing. Through the integrated of Brand-Oriented theory and five A's of the customer path; in addition to the application of social advertising tools to build customer awareness of the brand, to generate confidence and emotional connection, and to gain brand loyalty effectively in the early stage of the business operation. Recommendations based on the research results and findings can be used as a reference for the management of hospital brand fan page in the future.
Through the results of the brand on social media management implementation in this research, we designed an interactive approach combining brand-oriented concepts to strengthen the strategies and methods of social media marketing. We implemented hospital brand engagement behaviors on social media platforms, make up for the lack of doctor-patient interaction and promote the initial create processing of the hospital brand's community fan page to establish emotional connections and convey brand value to customers.

論文審定書 i
誌 謝 ii
摘 要 iii
Abstract iv
圖目錄 vi
表目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與範圍 3
第二章 文獻探討 4
第一節 品牌行銷概念 4
第二節 社群經營與衡量 12
第三節 研究個案背景 26
第三章 研究方法 27
第一節 設計科學研究法 27
第二節 研究步驟 29
第四章 設計發展解決方案 32
第一節 品牌經營發展分析 32
第二節 5A 顧客體驗路徑規劃 35
第五章 展示與評估 42
第一節 案例展示 42
第二節 案例評估 63
第六章 討論與結論 73
第一節 理論貢獻 74
第二節 實務貢獻 74
第三節 研究限制與未來研究建議 75
參考文獻 76

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