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市場調查報告書

西歐的中小企業的社群媒體:數位化達成產業目的和滿足客戶需求

Social Media in Western European SMBs: Meeting Business Objectives and Customer Demands Through Digitalization

出版商 IDC 商品編碼 332025
出版日期 內容資訊 英文 22 Pages
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西歐的中小企業的社群媒體:數位化達成產業目的和滿足客戶需求 Social Media in Western European SMBs: Meeting Business Objectives and Customer Demands Through Digitalization
出版日期: 2015年05月20日 內容資訊: 英文 22 Pages
簡介

由於數位技術消費者的行動大幅度變化,企業對客戶的方法也改變了。透過與新技術的接觸,企業方與客戶參與的方法也正在改變,結果,直接接觸方法的實現,及決策週期的改善,社交平台的資訊收集等,產生各種新現象。在中小企業,公司內部用 (公司內部資訊共享等) ,還有決策用 (宣傳活動展開,回饋回收等) ,進行社群媒體策略的發展。由於社群媒體以驚異性的速度成長,在西歐的中小企業,重新採用社群媒體策略作為探索自家公司新技術的普及情形和客戶反應的手段。

本報告提供西歐的中小企業 (SMB) 的社群媒體的引進情形相關分析、西歐各國 (法國、德國、義大利、西班牙、英國) 的中小企業 (10名員工以上) 1,588家公司的社群媒體的引進情形和今後預測、各企業規模、各行業的詳細趨勢等調查。

IDC的見解

調查概要

  • 調查手法
  • 定義

概況

  • 簡介
  • 西歐的中小企業的目前引進率
    • 各企業規模的引進率
    • 各產業引進率

未來展望

  • 社群媒體的投資計劃
    • 各企業規模
    • 各產業
  • 社群媒體的引進:推動因素
    • 各企業規模
    • 各產業
  • 社群媒體的引進:近來的引進情形

IDC的建議

參考資料

  • 相關調查
  • 摘要

表格一覽

  • 市場預測的三大前提條件
  •    市場:預測的主要前提條件
  • 和以前預測結果的比較

圖的一覽

  • 西歐中小企業的社群媒體引進率/未引進率:各企業規模
  • 西歐中小企業的社群媒體引進率:各產業
  • 西歐中小企業的社群媒體未引進率:各產業
  • 西歐中小企業的社群媒體利用預測:各企業規模
  • 西歐中小企業的社群媒體引進預測:各企業規模
  • 西歐中小企業引進產業用社群媒體的理由:各企業規模
  • 各種產業導入/不導入社群媒體的理由
  • 西歐中小企業引進產業用社群媒體的理由:各產業
  • 西歐中小企業引進產業用社群媒體的情形:與上次調查結果的比較
  • 產業用社群媒體的目前引進情形和今後的預定:各企業規模
  • 產業用社群媒體的目前引進情形和今後的預定:各產業
目錄
Product Code: M04X

This IDC study examines how social media is employed in Western European small and medium-sized businesses (SMBs), drawing on the results of the IDC European Vertical Markets Survey carried out between August and October 2014 in France, Germany, Italy, Spain, and the U.K. among 1,588 companies with more than 10 employees. Results provided in this study are exclusively for SMBs, with a total sample of 751 companies.

"Digital technologies have sharply changed consumer behavior and the way businesses approach customers. The exposure to new technologies is revolutionizing how firms communicate with clients, facilitating a more direct contact and an improved decision-making cycle, by gathering information from social platforms. SMBs have embraced social media strategies both for internal purposes (such as sharing knowledge within the company) and marketing decisions (such as running campaigns or gaining feedback). Social media growth is surprising, showing that many Western European SMBs are turning to social strategies as a response to the wide adoption of new technologies from the consumer world," said Andrea Minonne, research analyst, IDC European Industry Solutions.

Table of Contents

IDC Opinion

In This Study

  • Methodology
  • Definitions
    • Business Size
    • Vertical Markets
    • Social Platforms

Situation Overview

  • Introduction
  • Western European SMBs Current Adoption Rate
    • Adoption by Business Size
    • Adoption by Vertical Market

Future Outlook

  • Investments Plans in Social Media
    • Investments by Business Size
    • Investments by Vertical Market
  • Social Media Adoption: Drivers
    • Adoption Drivers by Business Size
    • Adoption Drivers by Vertical Market
  • Social Media Adoption: 2014 versus 2013

Essential Guidance

Learn More

  • Related Research
  • Synopsis

List of Figures

  • Figure: Western Europe SMBs Percentage of Companies Adopting and Not Adopting Social Media by Business Size
  • Figure: Western Europe Percentage of SMBs Adopting Social Media by Vertical Market
  • Figure: Western Europe Percentage of SMBs Not Adopting Social Media by Vertical Market
  • Figure: Western Europe Percentage of SMBs Expected to Use Social Media by Business Size
  • Figure: Western Europe Percentage of SMBs Expected to Adopt Social Media by Vertical Market
  • Figure: Western Europe SMBs' Reasons for Adopting Social Media for Business Purposes by Business Size (%)
  • Figure: Most and Least Recurrent Reasons for Social Media Adoption Across Vertical Markets
  • Figure: Western Europe SMBs' Reasons for Adopting Social Media for Business Purposes by Vertical Market (%)
  • Figure: Western Europe SMBs Social Media for Business Purposes: Comparison of 2014 and 2013 Surveys
  • Figure: Western Europe SMBs Social Media for Business Purposes: Current Adoption and Adoption Plans by Business Size
  • Figure: Western Europe SMBs Social Media for Business Purposes: Current Adoption and Adoption Plans by Vertical Market
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