近年來，社群行銷服務已成為社會大眾獲得產品資訊的主要管道之一，隨著資訊科技的快速發展，生成式人工智慧嶄露頭角，逐漸在各領域展現出強大潛力，其中也包含社群媒體行銷的部分。儘管先前已有研究探討運用社群媒體行銷的方式，但因為生成式人工智慧強大的效果，例如簡化內容創建過程、提高整體質量等能力，這些因素使得先前的方式並未能滿足目前的行銷效果，因此，探討如何利用先前社群媒體行銷的方式，來滿足當前社群行銷的效果，成為了重要的議題。本研究旨在探索如何將現有的 5A顧客體驗路徑、IDEA程序等行銷策略，與生成式人工智慧互動並結合，並實際應用於個案上，以此發展出一套利用生成式人工智慧生成社群媒體行銷貼文之方法，以提高行銷人員撰寫行銷文案的創造效率。本研究的研究意涵在於提供了一套結合生成式人工智慧的社群媒體行銷方法論，並透過個案驗證了貼文產出的完整性，為各行業的行銷人員在進行社群行銷與撰寫貼文時，提供一種高效有用的工具。

In recent years, social media marketing services have become one of the primary channels for the public to obtain product information. With the rapid development of information technology, generative artificial intelligence (AI) has emerged and gradually demonstrated its powerful potential in various fields, including social media marketing. Although previous studies have explored methods of social media marketing, the powerful effects of generative AI, such as simplifying content creation processes and improving overall quality, render previous methods insufficient for current marketing needs. Therefore, exploring how to utilize previous social media marketing methods to meet the current marketing effects has become an important issue. This study aims to explore how existing marketing strategies, such as the 5A customer journey and the IDEA process, can interact with and integrate generative AI, and apply them in case studies. The goal is to develop a method for generating social media marketing posts using generative AI to enhance the creative efficiency of marketers in writing marketing copy. The significance of this research lies in providing a methodology for social media marketing that combines generative AI, and verifying the completeness of post output through case studies. This offers marketers across various industries an efficient and useful tool for conducting social media marketing and writing posts.

論文審定書 i
摘要 ii
Abstract iii
圖次 v
表次 vi
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 2
第二章　文獻探討 3
第一節　研究場域 3
第二節　生成式AI之介紹與應用 7
第三節　行銷觀念 11
第三章　研究方法 19
第一節　設計科學研究法 19
第二節　研究方法與步驟 21
第四章　設計與發展解決方案 23
第一節　利用 5A與 IDEA建構初始指令集 23
第二節　案例測試與優化指令集 40
第五章　展示與評估解決方案 71
第一節　個案說明 71
第二節　展示 ChatGPT-4生成之行銷貼文 71
第三節　方法評估 89
第六章　討論與結論 93
第一節　研究成果 93
第二節　研究貢獻 94
第三節　研究限制與未來研究方向 96
參考文獻 97

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