隨著社群網站的普及與盛行，越來越多人透過線上社群獲得品牌訊息，因此近年來企業紛紛於社群網站上成立品牌社群，一方面希望透過品牌社群讓口碑行銷效應加乘，提升品牌知名度，另一方面更期望透過品牌社群，維持客戶的品牌忠誠度。儘管社會網絡被視為是品牌管理的關鍵因素，但過去品牌管理的文獻少有研究運用網絡觀點探討線上品牌社群的互動結構與互動類型。為了瞭解不同邏輯型思維營運的企業，於線上品牌社群的經營操作上是否存有差異，本研究以台灣兩大機車品牌GOGORO（服務主導邏輯型企業）與KYMCO（商品主導邏輯型企業）之Facebook粉絲專業為研究對象。運用社會網絡分析與內容分析，來描繪並比較GOGORO與KYMCO線上品牌社群的經營樣貌。預期透過兩間企業個案的對照，為品牌管理提出實務上的建議。研究結果發現不同邏輯型思維營運的企業對於價值的態度，會反映在線上品牌社群的互動上。

With the proliferation of social networking sites, online brand communities (OBC) have played a significant role in both brand perception and marketing. Contemporary enterprises are devoted to building, promoting and managing OBC, eager to cultivate loyal end customers. Although social network has been claimed as a critical factor in brand management, few studies investigated OBC from a network perspective. In addition, this study attempts to figure out the operational difference under the S-D logic enterprise and the G-D logic enterprise.
This study compares and contrasts the interaction patterns of OBC with an emphasis on interaction structures and types between two distinct Taiwanese scooter brands GOGORO (S-D logic oriented enterprise) and KYMCO (G-D logic oriented enterprise). These two brands were chosen because of the uniqueness, feasibility and nature of the study. Combined with social network analysis and content analysis, this exploratory study collects observational data from the Facebook social networking site. By triangulating findings from different methods, the expected results reveal practical implications, which shed light on OBC management.

1. Introduction 10
1.1. Research Background 10
1.2. Research Motivation 11
1.3. Research Purposes and Contributions 11
2. Literature Review 13
2.1. Brand Community 13
2.1.1. Brand Community Interaction Structure 14
2.1.2. Brand Community Interaction Type 16
2.2. Brand Management 17
3. Research Methodology 19
3.1. Cases Study：Scooter Brand in Taiwan 19
3.1.1. GOGORO 22
3.1.2. KYMCO 23
3.2. Research Methods 23
3.3. Data Collection 24
3.4. Data Analysis 26
3.4.1. Interaction Structure Analysis 27
3.4.2. Interaction Type Analysis 29
3.4.3. Centrality Measurement Analysis 36
3.4.4. Postings Content Analysis 38
4. Research Result 39
4.1. Comparison of Interaction Structure 40
4.2. Comparison of Interaction Type 40
4.3. Comparison of Behavior 40
4.4. Comparison of Strategies 41
4.5. Discussion 42
5. Conclusion 43
5.1. Research Implications 43
5.2. Research Contribution 44
5.3. Future Research 45
5.4. Conclusions 46
6. Reference 46
7. Appendix 49

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