FACEBOOK 自 2016 年開始大幅調整演算法，致使原生電商品牌獲取流量與新客戶成本越來越昂貴，然而電商營收公式＝流量Ｘ轉換率Ｘ客單價，流量是電商獲利核心源之一，為維持營收持續成長，電商品牌不得被綁架投注更多預算維持流量，當流量紅利神話結束，電商品牌須重新思考其獲利公式找到優化營運各種可能因素，否則只能隨著數位社群媒體不斷改變演算法，坐以待斃看著行銷廣告成本逐年攀升，線上線下品牌競爭日趨白熱，循環性以價格戰獲取顧客成交機會，不僅品牌獲利結構受損，也影響品牌形象訴求。
以本研究個案 E 品牌男性襯衫為例，其商品區隔有明顯獨特性，雖維持穩定性回購，但受限單一核心商品商務襯衫，加上男性購買服飾頻次未如女性頻繁與衝動性購買，在流量與新客獲取成本越來越高情況下，如何活化會員經營提高購買頻次、客單價與降低獲取新客成本是 E品牌面臨經營困境，所以本研究案將針對會員經營與品牌經營策略 2 大構面，以個案研究訪談及會員滿意度問券調查研究方式，找出個案品牌經營新契機與會員經營策略之擬定。

FACEBOOK has substantially adjusted its algorithm since 2016, making it more and more expensive for original e-commerce brands to acquire traffic and new customers. The e-commerce revenue formula = traffic x conversion rate x customer unit price, traffic is the core source of e-commerce profit. In order to maintain revenue growth, digital brands are forced to invest more marketing budgets on digital advertisement.
When the traffic is no longer to drive website traffic, most of e-commerce brands are re-thinking how to change profit formulas and find other business opportunities to drive operations better in limited budget, otherwise they would be watching the cost of marketing advertising increase year by year from digital advertising continually changing the algorithm. With online and offline competition fiercely, digital brands could damage brand profit, also the brand image appeal if they cyclically use price war to obtain customer transaction.
Take the case of this research E brand as an example. The product segmentation is obviously unique so it can have few loyal customers stable repurchase, however, it only sells and focus on men business shirts, additionally, men’s purchasing of clothing are not as much as women’s frequent and impulsive purchases so brand owner has difficulty in breaking through the business growth. The difficulty factors E brand owner faces are how to increase website traffic and customers transaction when digital advertising are more and more expensive, also include activate member purchase frequency、average ticket and reduce the cost of acquiring new customers. This research case will focus on 2 major dimensions, member management and brand community operations, using case study interviews and member satisfaction questionnaire survey research methods to find E brand new opportunities and the formulation of member management strategies.

呂雨軒（2014）. Facebook 購物粉絲團使用者社群互動與購買意願之研究–以86小舖商城為例, 世新大學資訊傳播學系碩士論文。
邱憶惠（1999）. 個案研究：質化取向. 國立高雄師範大學教育系教育研究, 7, 113-127。
許育萁（2015）. 服飾品牌間的聯名合作對品牌的效益與價值研究—以PRAXES 品牌為例, 實踐大學服裝設計學系碩士論文。
陳民佑、王建富（2013). 台鐵會員制再深化－利用資料探勘技術訂定忠誠計劃規則. 臺北市：運輸計劃季刊, 3, 225。
Robbie, Kellman Baxter (2015)．引爆會員經濟 The membership Economy（陳琇玲、吳慧珍）．台北市：商周文化
舒亦齡（2018）. 探討會員制服裝訂閱模式之消費者態度與經營挑戰－以B公司為例, 政治大學企業管理系 MBA 學位論文。
黃俊堯（2018）. 數位行銷. 臺北市：雙葉書廊。
黃榮華（2010）. Facebook行銷模式研究─以7-Eleven粉絲專頁個案為例, 國立臺北科技大學工業工程與管理系碩士論文。
劉偉廷（2015）. 品牌社群經營對消費者購買意願之研究─以TT面膜之Facebook粉絲專頁為例, 世新大學資訊傳播學系碩士論文。
蔡明達、劉宇傑（2013）. 網路品牌社群認同宇投入對消費者行為之影響. 電子商務學報, 15 (2), 295-318。
關欣（2018）. 落差的感受：分析顧客旅程中對新零售的服務需求, 國立政治大學科技管理與智慧財產系碩士論文。
鐘明秀（2013）. 品牌社群參與動機與認同對品牌忠誠度影響之研究-以Facebook品牌粉絲專頁為例, 世新大學資訊傳播學系碩士論文。
林孟彥（2018）. 行銷策略與品牌定位, 臺師大GF-EMBA『國際暢貨與行銷』課堂授課講義, 2018/05/14
雷鋒網（2019）. 網路女王 2019 最新報告：這 20 個重點快速瀏覽. Retrieved from https://reurl.cc/7oWE4N
Smart M 新網路科技（2018）. 顧客取得變難了！趨勢女王Mary Meeker：掌握顧客「生命週期價值」才能創造獲利. Retrieved from https://reurl.cc/Xk92Qe
Kantar 凱度洞察（2019）. 現代消費者的購衣哲學，服飾品牌將何去何從？. Retrieved from https://reurl.cc/n0RpYd
經濟日報（2019）. 蝦皮公布2019上半年消費趨勢觀察 男性消費力大躍進. Retrieved from https://reurl.cc/Y6nDQn
Smart M 新網路科技（2019）. 數據出爐｜男性「愛美」商機當道：愛買衣服、貴一點也沒關係？！. Retrieved from https://reurl.cc/q83pXN
動腦雜誌（2019）. 現代消費者的購衣哲學，服飾品牌將何去何從？. Retrieved from https://reurl.cc/d5vp9y
未來商務產業焦點（2020）. 想在網購市場大撈一筆，你得先知道高消費族群都怎麼花錢？. Retrieved from https://reurl.cc/j5O6Vp
數位時代（2019）. 流量紅利消失，電商獲利經營兩大趨勢與兩大經營關鍵. Retrieved from https://reurl.cc/Ezamm0
Medium（2019）. 如何評估行銷預算及行銷目標-看懂ROAS、ROI. Retrieved from https://reurl.cc/avG9oX
American Marketing Association(1960). “Definition of Brand,” Chicago: American Marketing Association, pp.910.
Bainbridge, William Sims (1989). Survey Research: A Computer-Assistant Introduction. Marceline: Wadsworth Publishing Company.
Berman, Barry. (2006). Developing an Effective Customer Loyalty Program. California Management Review, 49 (1), 123-148.
Minsker, Maria (2015). 10 Ways to Liven Up Your Loyalty Program. Retrieved from: https://reurl.cc/yglOWM
Fournier, Susan and Lee, Lara (2009). Getting brand communities right. Harvard Business Review, 87 (4), 105-111.
Muniz Jr, Albert. M., and O'Guinn, Thomas C. (2001). Brand Community. Journal of Consumer Research, 27 (4), 412-432.
Nunes, Paul F, Stephen F. Dull and Lynch, Patrick D. (2003). When two brands are better than one. Outlook, 1 (1), 16-23.
Yin, Robert K. (1994). Case Study Research: Design and Methods. New York City: SAGE Publication.