The Application of Facebook Fan Pages to the Construction of Marketing-Taking Kaohsiung's Construction Case as an Example.

• Main Authors: LIN, WEN-TI, 林文玓
• Other Authors: YANG, CHUNG-HSIEN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/j9shgh

碩士 === 國立屏東大學 === 不動產經營學系碩士班 === 106 === 　　It is very common to use the online platform as a channel for product marketing promotion. It has become one of the important marketing channels by attracting consumers' attention and tracking through the Facebook fan page. The rapid development of the Internet has changed the daily life of the people. And its social model, which affects its consumption pattern. In recent years, smart phones and tablets have become popular, and mobile communication has gradually replaced the habit of using desktop computers. Powerful and convenient online search is the preferred way for people to solve problems. People rely on the Internet to exceed the imagination. 　　In view of the changes in consumer spending habits in recent years, real estate and its affiliates have begun to learn to use the relevant models of Facebook fan pages to cater to consumers, not only can use this feature to carry out corporate brand and image packaging, but also promote it. Power develops different marketing methods than in the past. 　　Due to its uniqueness, real estate has fewer network-related search engines, such as 591, real estate kings, etc., and most of the consumers who search for a case through Facebook are selected reference targets, and their functions are more inclined to cultivate. Potential and educate consumers, and explore the use of Facebook fan pages for case-based marketing and performance evaluation mode, and the combination of Facebook fan pages and traditional marketing methods is the purpose of this study. 　　The results of this study show that consumers are most interested in the "reward house" type of posts for gift giving or sweepstakes, which can effectively attract consumers to sing praises or message interactions. However, the number of "network" comers Only 10.46% of the fan page was praised, and the transaction ratio was 3.09%. It can be seen that the "network" marketing media has lower cost, but it has considerable effect. The "Property Rewards" is the main type of post for the period of the smuggling of the squad, and the "case information and dynamics" is the main type of post for the period of stability. Goal, select the fan page or sales site data as the evaluation mode. Finally, although the fan page cannot directly sell the house to the consumer, it can bring the customer to the sales site through different types of posts at different sales stages, so as to increase the transaction opportunity.