本研究探討台灣娛樂海釣船業者如何運用社群媒體進行顧客行銷管理，以促進企業永續經營和提高顧客忠誠度。通過文獻回顧整理相關行銷理論與實務經驗，闡述社群媒體的歷史、發展背景及其在數位行銷時代中的重要性。選取具代表性的台灣娛樂海釣船業者進行深度訪談，分析其在Facebook、Instagram、LINE等平台上的行銷策略與經營模式。研究指出，這些業者利用社群媒體分享活動資訊、宣傳優惠、回應顧客問題，並通過即時和定期發布吸引人的內容，營造顧客參與感和社群歸屬感，成功提升顧客互動與品牌黏性，促進顧客持續回頭消費。本研究發現，船釣社群媒體經營者的顧客關係策略與Peppers、Rogers和Dorf（1999）的觀點相符，透過識別、區隔、互動和客製化四個階段建立與顧客之間的互動和信任，增強顧客忠誠度和回流率。然而，社群媒體行銷在娛樂海釣業中面臨挑戰，包括需持續創新內容、隱私保護問題、過度依賴單一平台的風險，以及假訊息對品牌形象和顧客信任的威脅。業者需整合多平台數據並完善隱私保護機制，建立有效的監控和應對機制。為應對這些挑戰，本研究提出以下策略建議：持續優化品牌形象，提供定制化服務；運用數位行銷策略，利用大數據分析掌握顧客需求，提供個性化行銷方案。這些策略有助於增強台灣娛樂海釣船業者的競爭力，促進長期發展和顧客關係維護。透過有效的社群媒體行銷與顧客關係管理，業者能夠實現企業永續經營和顧客忠誠度提升，為企業持續發展提供支持。

This study explores how Taiwanese recreational fishing boat operators use social media for customer marketing management to promote corporate sustainability and improve customer loyalty. Through literature review, relevant marketing theories and practical experiences are sorted out, and the history, development background and importance of social media in the digital marketing era are explained. Select representative Taiwanese entertainment fishing boat operators to conduct in-depth interviews and analyze their marketing strategies and business models on Facebook, Instagram, LINE and other platforms. The study points out that these businesses use social media to share event information, promote offers, respond to customer questions, and create a sense of customer participation and community belonging by publishing attractive content immediately and regularly, successfully increasing customer interaction and brand stickiness. Promote customers to continue to return for purchases. This study found that the customer relationship strategy of Chuangdiao social media operators is consistent with the views of Peppers, Rogers, and Dorf (1999), which establishes interaction with customers through the four stages of identification, segmentation, interaction, and customization. and trust, enhancing customer loyalty and return rates. However, social media marketing faces challenges in the entertainment and fishing industry, including the need to continuously innovate content, privacy protection issues, the risk of over-reliance on a single platform, and the threat of false information to brand image and customer trust. Industry players need to integrate data from multiple platforms, improve privacy protection mechanisms, and establish effective monitoring and response mechanisms. In order to deal with these challenges, this study puts forward the following strategic suggestions: continue to optimize the brand image and provide customized services; use digital marketing strategies, use big data analysis to understand customer needs, and provide personalized marketing plans. These strategies can help enhance the competitiveness of Taiwan's recreational fishing boat operators, promote long-term development and maintain customer relationships. Through effective social media marketing and customer relationship management, operators can achieve sustainable business operations and increase customer loyalty, providing support for the sustainable development of the company.

王希寧（2000）。網際網路對B2C企業顧客關係管理的影響--以券商及書店為例。國立政治大學科技管理研究所碩士論文。https://hdl.handle.net/11296/z6q893。

王惠民（2005）。東北角海岸岸釣發展潛力、效益評估及其管理制度建構之研究。國立台灣海洋大學海洋資管理研究所碩士學位論文。

台灣經濟研究院（2019）。海洋產業統計與經濟推動策略規劃(OAC-108-010)。台北市：海洋委員會。

全國法規資料庫（2023）。《 娛樂漁業管理辦法》。台北市：農業部
https://law.moj.gov.tw/LawClass/LawAll.aspx?pcode=M0050012

行政院農委會漁業署（2014）檢討漁港使用 創造多元價值。https://www.fa.gov.tw/view.php?theme=Press_release&subtheme=&id=1319&print=Y

行政院農委會漁業署（2021）https://www.fa.gov.tw/view.php?theme=FisheriesAct_LAW&subtheme=&id=31

行政院農業委員會漁業署各漁港娛樂漁業最高漁船數及噸級別（2011）https://www.fa.gov.tw/view.php?theme=FisheriesAct_LAW&subtheme=&id=31

行政院農業委員會漁業署委託研究計畫（2001）頁38 - 41。

吳重坤（2013）海洋學-海洋觀光海域活動與遊憩規劃管理。臺北市：華都文化

林金定(Jin-Ding Lin), 嚴嘉楓(Chia-Feng Yen), & 陳美花(Mei-Hua Chen)（2005）。 質性研究方法：訪談模式與實施步驟分析. 身心障礙研究, 3(2), 122–136. https://doi.org/10.30072/JDR.200506.0005

胡念祖（2001），漁業政策白皮書（草案），國立中山大學海洋政策研究中心彙編。

胡政源（2007）。顧客關係管理 : 創造顧客價值 = Customer relationship management : to create customer value / 胡政源編著. 初版. 臺北縣中和市: 新文京開發。

張世倉 （2000）。竿釣釣鉤對粗首鱲和臺灣馬口魚體長的選擇性。特有生物研究，2卷，44-53。

張傑凱（2021）。娛樂漁船海釣活動參與動機對體驗價值與友善釣魚認知之關聯。﹝碩士論文。國立臺灣海洋大學﹞臺灣博碩士論文知識加值系統。https://hdl.handle.net/11296/tzf2rm。

張雅喬（2016）。台灣娛樂漁業海釣經營現況及管理需求之研究。﹝碩士論文。國立成功大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/cmcmh2。

陳文湖（2007）。嘉南地區海釣休閒者參與歷程之研究。﹝碩士論文。國立臺東大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/c4r5js。

陳政隴（2000）。布袋鎮遊客未參與海釣活動原因之研究。﹝碩士論文。東海大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/x2k84f。

莊慶達, & 蕭堯仁. (2010). 海洋遊憩規劃與管理. 新北市: 揚智

許雯淇（2021）。以多變量分析方法進行臺灣東部海域漁業之作業漁法辨識。﹝碩士論文。國立臺灣海洋大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/8jd346。

曾文濱（2014）。休閒海釣吸引力、顧客滿意度與行為意向之研究。﹝碩士論文。大葉大學﹞臺灣博碩士論文知識加值系https://hdl.handle.net/11296/x8gqjn。

黃明和（2014）。臺灣休閒漁業之發展歷程, 問題與前景. 海洋事務與政策評論, 3(1), 1-29.

黃彥超（2013）。社群媒體行銷與消費者信任關係之 研究－以FACEBOOK為例。﹝碩士論文。中國文化大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/523cu4。

董彥欣（2010）。探討facebook粉絲專頁使用意圖及其對品牌形象、購買意願之影響：以KKBOX為例。﹝碩士論文。國立中正大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/hw8kw9。

葛侚儀（2015）。深澳娛樂船釣漁獲組成與釣點分佈特性之研究(2000~2013)
﹝碩士論文。國立臺灣海洋大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/qt3cbv。

賴俊宏（2014）。臉書全都露？臉書使用者隱私權保護之研究。﹝碩士論文。國立中山大學﹞臺灣博碩士論文知識加值系統。https://hdl.handle.net/11296/sye5bd。

環境資訊中心統計（2020）。https://e-info.org.tw/node/225086

藍天雄、劉文良、湯宗泰（2007）。顧客關係管理e思維。台北縣：博碩文化。

羅俊傑（2017）。休閒海釣從業人員職能分析之研究。國立屏東科技大學技職教育研究所碩士論文。https://hdl.handle.net/11296/998egy。

Accadia, P., & Franquesa, R. (2006). The operational units approach for fisheries management in the Mediterranean Sea. Food and Agriculture Organization of the United Nations.

Arlinghaus, R. (2015). Hand in Hand für eine nachhaltige Angelfischerei: Ergebnisse und Empfehlungen aus fünf Jahren praxisorientierter Forschung zu Fischbesatz und seinen Alternativen. Leibniz-Institut für Gewässerökologie und Binnenfischerei.

Arlinghaus, R., Cooke, S. J., Schwab, A., & Cowx, I. G. (2007). Fish welfare: a challenge to the feelings‐based approach, with implications for recreational fishing. Fish and Fisheries, 8(1), 57-71.s

Arlinghaus, R., Schwab, A., Cookie, S. J., ＆ Cowx, I. G. (2009). Contrasting pragmatic and suffering-centred approaches to fish welfare in recreational angling. Journal of Fish Biology, 75(10), 2448-2463.

Armano, David ( 2009.11.03 ).Six Social Media Trends for 2010. Retrieved March 30,2010, from Harvard Business Online：https://hbr.org/2009/11/six-social-media-trends

Bartholomew, A., & Bohnsack, J. A. (2005). A review of catch-and-release angling mortality with implications for no-take reserves. Reviews in Fish Biology and Fisheries, 15, 129-154.

Bayraktar, E., Tatoglu, E., Turkyilmaz, A., Delen, D., & Zaim, S. (2012).Measuring the efficiency of customer satisfaction and laoyalty for mobilephone brands with DEA. Expert Systems with Applications, 39(1), 99-106.

Berestovsky, E.G. (2010). Modern realities of recreational fishing on salmon rivers in Russia. Fish Resources, 1, 50-54.

Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of computer‐mediated Communication, 13(1), 210-230.

Bryan, H. (1977). Leisure value systems and recreational specialization: The case of trout fishermen. Journal of leisure research, 9(3), 174-187.

Chang, W. C., Lee, Y. C., Shih, C. H., Chu, T. J., and Chang, P. H. (2011). Population size and stocking contribution rates for marked and recaptured black porgy Acanthopagrus schlegelli, in Northwestern Taiwan, 2005-2008. Fisheries Research 109:252-256.

Chen, C. L., & Chang, Y. C. (2017). A transition beyond traditional fisheries: Taiwan's experience with developing fishing tourism. Marine Policy, 79, 84-91.

Conlon, Ginger (1999), No Turning Back, Sales & Marketing Management, Dec. 1999, 50-55

Davids, Meryl (1999), How to Avoid the 10 Biggest Mistake in CRM, Journal of Business Strategy, Nov. 1999, 22-26

Fletcher, D. (2010). How Facebook Is Redefining Privacy. Time. Retrieved Jul. 20, 2013, from https://content.time.com/time/magazine/article/0,9171,1990798,00.html

Greenberg, P. (2010). CRM at the speed of light: Social CRM strategies,tools, and techniques. New York: McGraw-Hill.

Jang, J., & Dworkin, J. (2014). Does social network site use matter for mothers? Implications for bonding and bridging capital. Computers in Human Behavior, 35, 489-495.

Kahan, R. (1998). Using database marketing techniques to enhance your oneto‐one marketing initiatives. Journal of Consumer Marketing.

Kalakota, Ravi & Marcia Robinson, (2000), e-Business-Roadmap for success, Addison-Wesley.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.

Khirallah, K. (2000). Customer relationship management: How to measure success?. Bank Accounting & Finance, 13(4), 21-21.

Kumar, V., & Rajan, B. (2009). Profitable customer management: Measuring and maximizing customer lifetime value. Management accounting quarterly, 10(3), 1.

Lewin, W. C., Arlinghaus, R., & Mehner, T. (2006). Documented and potential biological impacts of recreational fishing: insights for management and conservation. Reviews in Fisheries Science, 14(4), 305-367.

Madhavan, N. (2007). India gets more Net Cool. Hindustan Times. Retrieved July 30, 2007 from https://www.hindustantimes.com/india/india-gets-more-net-cool/story-cR1NAbPgsVGVMRRrymmEcM.html

Magarian, G. P. (2018). Forward into the Past: Speech Intermediaries in Television and Internet Ages. Okla. L. Rev., 71, 237.

Mangold, W. G., & David, J. F. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons 52(4), 357-365.

Martinez & del Bosque(2016).The role of consumer identification on the effects of corporate social responsibility on consumer behaviour in the Spanish hotel industry Retrieve from ResearchGage:

McKenzie, R. (2001). Relationship-based enterprise: powering business success through customer relationship management.

Mulinder, A. (1999). Hear Today... or Gone Tomorrow? Winners Listen to Customers. Texas A&M University, 11(5).

O'Dell, J. (2011). The History of Social Media, from: https://mashable.com/2011/01/24/the-history-of-social-media-infographic

Oliver, Richard L. (1997), Satisfaction: A Behavioral Perspective on the Customer. New York: McGraw-Hill.

Peppers, D, and Rogers, M., (1993), The One to One Future:Building Relationships One Customer at a Time, New York:Doubleday.

Peppers, D, Rogers M., and B Dorf (1999), Is your company ready for one- to-one marketing? Harvard Business Review, January-February, 151-160.

Post, J. R., Sullivan, M., Cox, S., Lester, N. P., Walters, C. J., Parkinson, E. A., ... & Shuter, B. J. (2002). Canada's recreational fisheries: the invisible Collapse?. Fisheries, 27(1), 6-17.

Reichheld, F.F. (1996), The Loyalty Effect, Harvard Business School Press, Boston, MA.

Sirdeshmukh, Deepak, Jagdip Singh, and Barry Sabol (2002), “Consumer Trust, Value, and Loyalty in Relational Exchanges,” Journal of Marketing, 66 (1), 15-37.

Spengler, B.(1999)。年度台灣業者之顧客關係管理運用現狀報告，電子化企業經理人報告。

Steinback, S., Wallmo, K., & Clay, P. (2009). Saltwater sport fishing for food or income in the Northeastern US: Statistical estimates and policy implications. Marine Policy, 33(1), 49-57.

Trivers, Robert L. “The Evolution of Reciprocal Altruism.” The Quarterly review of biology 46.1 (1971): 35–57. Web.

Tseng, H. S., Tsai, H. H., & Tseng, P. H. (2023). The Labour Rights Protection of Migrant Fishing Workers in Taiwan: Case Study of Nan-Fang-Ao Fishing Harbor. Fishes, 8(2), 73.

VanMeter, R. A., Grisaffe, D. B., & Chonko, L. B. (2010). Of “Likes” and “Pins”: The effects of consumers’ attachment to social media. Journal of interactive marketing, 32(1), 70-88.

Wayland, Robert E., Paul M. Cole (1997), Customer Connections: New Strategies for Growth, Harvard Business School Press.