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研究生：	闕雨蓉 Que, Yu-Rong
論文名稱：	中國微型企業透過個人 IP 之社群媒體行銷策略探討：消費者為基礎之品牌資產視角 Exploring the Social Media Marketing Strategy through Personal IP of Micro Enterprise in China: A Customer-Based Brand Equity Perspective
指導教授：	楊佳翰 Yang, Chia-Han
學位類別：	碩士 Master
系所名稱：	規劃與設計學院 - 創意產業設計研究所 Institute of Creative Industries Design
論文出版年：	2026
畢業學年度：	114
語文別：	英文
論文頁數：	251
中文關鍵詞：	微型企業、企業個人 IP 、商業個人 IP 、社群媒體行銷、顧客基礎品牌權益
外文關鍵詞：	micro enterprise, Enterprise Personal IP, Commercial Personal IP, social media marketing, Customer-Based Brand Equity
相關次數：	點閱：33 下載：0
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隨著中國內容型社群媒體與內容電商的快速發展，微型企業逐漸將社群媒體視為品牌溝通、顧客關係建立與消費轉換的重要管道。然而，受限於資金、人力與專業營運能力不足，微型企業難以長期依靠付費流量或傳統企業帳號建立穩定的品牌權益。因此，本研究以顧客基礎品牌權益（Customer-Based Brand Equity, CBBE）模型為理論視角，探討中國微型企業如何透過企業個人 IP 發展社群媒體內容行銷策略。
本研究採用探索性序列混合方法設計。第一階段結合文獻、次級資料與 70 位微型企業經營者或關鍵營運者訪談，以掌握平台實踐、資源限制與企業端需求；第二階段實際訪談 102 個獨立商業個人 IP 帳號之負責人，並依資料充分性篩選出 81個有效案例進行正式跨案例分析，歸納重複出現的內容策略與資源轉化路徑；第三階段以 418 份有效消費者問卷及結構方程模型，檢視消費者是否能感知這些策略，以及這些策略感知是否與相應的 CBBE 反應及行為意願相關。研究結果顯示，成熟商業個人 IP 的價值不僅在於短期銷售轉換，更在於將專業知識、審美判斷、選品邏輯與服務經驗，轉化為可辨識的身份、可理解的價值、可信賴的判斷與可持續的關係。量化結果亦顯示，四組內容策略感知與其相應的 CBBE 反應之間，以及四類CBBE 反應與行為意願之間，皆存在顯著正向關聯。
綜合三階段結果，本研究將企業個人 IP 界定為人格化的價值轉譯與信任治理機制，其核心包括可辨識的承載者、企業價值說明、持續互動與企業責任。診斷指引依序檢視可供人格化轉譯的企業資源、待發展的消費者端 CBBE 能力，以及維持信任並使其錨定企業所需的治理與承接條件。第三階段測量消費者對人格化帳號或個人 IP 形成的 CBBE 反應；此類反應對企業整體品牌權益的支持，取決於該 IP 與企業身份、產品、服務責任及顧客關係的持續連結。本研究補充社群媒體行銷、個人 IP 與 CBBE 的理論連結，並為小紅書情境下微型企業的人格化內容行銷提供實務參考。

With the rapid development of content-oriented social media and content commerce in China, micro enterprises increasingly regard social media as an important channel for brand communication, customer relationship building, and consumption conversion.However, constrained by limited funds, manpower, and professional operating capabilities, micro enterprises find it difficult to rely on paid traffic or conventional corporate accounts to build stable brand equity over the long term. From the perspective of the Customer-Based Brand Equity (CBBE) model, this study therefore explores how micro enterprises in China can develop social media content marketing strategies through Enterprise Personal IP.
This study adopts an exploratory sequential mixed methods design. Stage 1 combines literature, secondary data, and interviews with 70 micro-enterprise owners or key operators to identify platform practices, resource constraints, and enterprise-side needs.Stage 2 interviewed 102 independent Commercial Personal IP account principals and retained 81 information-sufficient cases for formal cross-case analysis, identifying recurring content strategies and resource-conversion paths. Stage 3 uses 418 valid consumer questionnaires and structural equation modeling to examine consumer perceptions of these strategies and their associations with CBBE responses and behavioral intentions. Mature Commercial Personal IPs translate professional knowledge, aesthetic judgment, product-selection logic, and service experience into recognizable identity, understandable value, credible judgment, and continuing relationships. The quantitative results show significant positive associations between the four groups of content-strategy perceptions and their corresponding CBBE responses, and between the four CBBE responses and behavioral intention.
Based on the three-stage findings, this study defines Enterprise Personal IP as a social-media communication arrangement in which a recognizable person represents an enterprise, explains product and brand value, and maintains consumer trust under enterprise responsibility. The proposed diagnostic guideline examines three issues: the enterprise resources available for person-centered communication, the consumer-side CBBE capability that requires development, and the governance and delivery conditions needed to sustain trust. The third-stage measures capture CBBE responses toward the evaluated humanized account or Personal IP. These responses may contribute to enterprise brand equity when the account maintains a stable connection with enterprise identity, products, service responsibilities, and customer relationships. The study connects social media marketing, Personal IP, and CBBE and provides an evidence-informed guideline for micro enterprises developing humanized content marketing on Xiaohongshu.

Abstract    i
摘要    ii
TABLE OF CONTENTS    iii
LIST OF TABLES    viii
LIST OF FIGURES    ix
CHAPTER 1 INTRODUCTION    1
1 Research Background    1
1.1 The Impact of COVID-19 on Small and Micro Enterprises    1
1.2 Rapid Development of Social Media    2
1.3 Internet Celebrities (influencers) and Entrepreneurs    4
2 Research Motivation    6
2.1 Academic Motivation    6
2.2 Personal Motivation    7
3 Research Objectives and Questions    8
4 Key Terms and Concepts    10
CHAPTER 2 LITERATURE REVIEW    15
1 Concept and Current Development of Social Media Marketing    15
1.1 Evolution of Social Media    15
1.2 The Impact of Social Media on Marketing    15
1.3 Application of Social Media Marketing in Businesses    16
1.4 Development of Social Media Platforms in China    17
1.5 Selection of Social Media Platforms in China    18
2 Emergence of Enterprise Personal IP (Intellectual Property)    19
2.1 From Legal Asset to Digital Brand Asset: The Evolution of the IP Concept    19
2.2 Commercial Development and Enterprise Application of Personal IP    20
2.3 From Commercial Personal IP to Enterprise Personal IP: A Learning Path for Micro Enterprises    21
3 Theoretical Lens from Customer Perspective    24
3.1 Customer-Based Brand Equity Model (CBBE Model)    24
3.2 Implication of Content Marketing    26
4 Branding Development for Building Enterprise Personal IP    28
4.1 Brand Salience – Making the IP Recognizable    28
4.2 Brand Performance and Imagery – Making IP More Dimensional with Richer Associations    29
4.3 Brand Judgments and Feelings – Enhancing Consumer Brand Identification with Enterprise Personal IP    30
4.4 Brand Resonance and Successful Enterprise Personal IP    31
4.5 CBBE Framework for Enterprise Personal IP of Micro Enterprises    32
CHAPTER 3 – RESEARCH DESIGN AND METHODS    34
1 Research Framework and Research Design Logic    34
1.1 Research Framework    34
1.2 Three-Stage Exploratory Sequential Mixed Methods Design    36
2 Research Methods    37
2.1 Literature and Secondary Data Analysis    38
2.2 Semi-Structured Interviews    39
2.3 Qualitative Content Analysis    40
2.4 Multiple Case Study    41
2.5 Consumer Questionnaire Survey and Structural Equation Modeling    41
3 Research Field Definition    42
3.1 Xiaohongshu RISE100 Project as the Research Field Context    43
4 Definition of Research Objects    44
4.1 Stage 1: Enterprise-Side Sample    44
4.2 Stage 2: Content-Side Sample    45
4.3 Stage 3: Consumer-Side Sample    46
5 Data Collection and Analysis Procedures    47
5.1 Stage 1 Interview Design, Data Collection, and Thematic Analysis    47
5.2 Stage 2 Interview Data Collection, Interview Design, and CBBE-Oriented Coding Procedures    50
5.3 Stage 3 Questionnaire Design and SEM Analysis Procedures    55
5.4 Research Reliability, Validity, and Ethical Treatment    66
5.5 Research Schedule and Timeline    67
6 Chapter Summary    68
CHAPTER 4 RESEARCH DATA AND ANALYSIS RESULTS    70
1 Overview of Research Data and Analysis Results    70
2 Secondary Data Analysis of Chinese Content-Oriented Social Media and the Xiaohongshu Platform Ecology    71
3 Stage 1: Micro Enterprises' Social Media Use and Enterprise Personal IP Needs    75
3.1 First-Stage Data and Sample Overview    75
3.2 Platform Layout of Micro Enterprises and the Role of Xiaohongshu    76
3.3 Main Marketing Activities of Micro Enterprises on Xiaohongshu    77
3.4 Operational Difficulties of Micro Enterprises and Their Need for Enterprise Personal IP    78
3.5 Representative Interview Evidence from the First Stage    78
3.6 Summary of the First Stage    79
4 Stage 2: Data Sources and Coding Structure of Commercial Personal IP    80
4.1 Sample Sources and Overview of Data Collection    80
4.2 Open Coding, CBBE-Level Labeling, and Structured Comparison    82
5 Stage 2: Commercial Personal IP Content Strategies and CBBE Analysis Results    85
5.1 L1 Brand Salience: Establishing Clear Identity Anchors    85
5.2 L2 Brand Meaning: Transforming Identity into Value and Positioning    86
5.3 L3 Brand Judgments and Feelings: Building Trust, Favorability, and a User-Oriented Position    87
5.4 L4 Brand Resonance: Forming Long-Term Relationships and Behavioral Loyalty    89
5.5 Three Core Content Paths    92
5.6 Summary of the Second Stage    93
6 Stage 3: Analysis of Consumer Questionnaire Results    94
6.1 Questionnaire Collection and Sample Structure    94
6.2 Descriptive Statistical Analysis    97
6.3 Reliability, Validity, and Common Method Bias Tests    98
6.4 Pearson Correlation Analysis    103
6.5 Main Structural Model Testing    104
6.6 Auxiliary Analysis: CBBE-Level Progression, Content Paths, and Account Independence Perception    107
6.7 Strategy Importance Analysis    113
6.8 Summary of the Third Stage    114
7 Three-Stage Research Findings and Their Contributions to the Research Questions    115
CHAPTER 5 DISCUSSION    118
1 Chapter Overview and Progressive Relationship among the Research Questions    118
1.1 Role of RQ1: Establishing Context and Enterprise Problems    118
1.2 Role of RQ2: Identifying and Configuring Practice-Based Strategies    119
1.3 Role of RQ3: Integrating Enterprise, Content, and Consumer Evidence    119
2 Social Media Context and Current Practices of Micro Enterprises (RO1)    120
2.1 Content-Oriented Social Media as a Search, Trust, and Consumption Decision Environment (RQ1-1)    120
2.2 Platform Combination and Marketing Activity Selection under Resource Constraints (RQ1-2)    121
2.3 Cross-Stage Interpretation: The Value-Translation Gap    122
2.4 Cross-Stage Interpretation: From External IP Reliance to Internalized Content Capability    122
3 Practice-Based Personal IP Content Strategies (RO2)    123
3.1 Recurring Content Strategies Identified from Commercial Personal IP (RQ2-1)    123
3.2 Three Resource-Conversion Paths for Designing Personal IP Strategies (RQ2-2)    124
3.3 Transferable Elements and Limits from Commercial Personal IP to Enterprise Personal IP    125
4 Enterprise Personal IP as a Value Translation and Trust Governance Mechanism (RO3)    126
4.1 Brand Salience as Need-Scenario Retrieval (RQ3-1)    126
4.2 Brand Meaning as Value Translation (RQ3-1)    127
4.3 Brand Judgments and Feelings as Delegated Judgment and Procedural Trust (RQ3-1)    127
4.4 Brand Resonance as Relationship Routinization (RQ3-1)    128
4.5 CBBE as a Developmental Structure and Contextual Activation    129
5 Organizational Tensions and Conditions for Enterprise Personal IP    130
5.1 Bounded Autonomy: Balancing Enterprise Control and Personal Judgment    130
5.2 Enterprise Anchoring: Connecting Personal Equity to Enterprise Equity    131
5.3 Relationship Labor and Organizational Capacity: The Hidden Cost of Humanized Content    132
6 Diagnostic Guideline for Micro Enterprises (RQ3-2)    133
6.1 Resource Diagnosis: What Can the Enterprise Translate?    133
6.2 Consumer Mechanism Diagnosis: Which CBBE Capability Is Missing?    134
6.3 Governance Diagnosis and Integrated Application Logic    134
7 Contributions, Limitations, and Future Research    137
7.1 Theoretical and Practical Contributions    137
7.2 Research Limitations and Future Research    138
8 Conclusion    140
References    142
English Literature    142
Chinese Literature    150
Industry, Platform, and Web Sources    153
Appendix    156
Appendix A Consumer Questionnaire    156
Appendix B Merchant Interview Transcripts (Excerpts)    166
Appendix C: Commercial Personal IP Interview Records (Excerpts)    177
Appendix D: Coding Table    206
Appendix E: Supplementary Stage 3 Statistical Results    237
E.1 Pearson Correlation Matrix of Core Constructs    237
E.2 Complete Multiple-Response Results for Strategy Importance    238
                                    

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