部落格以驚人速度成長，也使得企業注意到潛在的機會。國外許多企業已經將部落格行銷的運用放進企業策略的考量中，運用部落格來與消費者溝通該產品使用經驗，並著手深耕品牌與顧客共創價值。另一方面部落格的溝通特性，也讓參與顧客享有互動以及表達意見的舞台。
由於目前台灣企業採用部落格的情形還不是很多，實務界也在嘗試摸索採用部落格，因此本研究是以有應用部落格的企業作為研究對象，採用質性個案研究法，透過訪談的方式來探討目前台灣實際有在操作使用部落格的企業，本研究的三個研究個案對象為：中國時報旅行社---中時旅遊部落格、誠品書店---誠品青春部落格、和泰汽車股份公司LEXUS部門---LEXUS企業接班人部落格，來研究目前企業使用的情況。
本研究將部落格視為創新，探討企業採用部落格會受到哪些因素的影響，而經由訪談分析後瞭解到由於受到部落格這股熱潮的影響以及部落格本身具有的特性（如成本低、進入障礙低），加速了部落格的採用，更重要的是部落格具有溝通互動的特性，讓企業更可以透過部落格這個平台來做對外對內的溝通，進而達到預期的目的。
然而，雖然部落格存在著很多的優勢，但也不可忽略它可能存在的缺點及風險，例如雖然部落格的成本很低，但是企業必須花很多的時間來維護部落格；同時部落格也是兩面刃，它可以是企業和消費者溝通的平台，但是也可能有存在風險在於網路上發言者負面的回應，以及目前並沒有具體的對於部落格效益評估的方式，這些都是企業在投入採用部落格之前應該先瞭解及評估的影響因素。

With the growth of blogs, enterprises started to notice the potential opportunity of using them as a marketing medium. Today, a lot of foreign enterprises already put blog-marketing into their tactics, and use blogs to communicate with their consumers. In addition, with their unique nature, blogs not only allow customers to participate, but also provide them with a venue to express themselves.
In Taiwan, not many enterprises adopted corporate blogs so far. This current research dealt with enterprises which are adopting blogs. This study investigated the corporate blogs, and case study was employed in a qualitative method. The three cases of the current study are: ChinaTimes Travel agency, Eslite corporate and Hotaimotor corporation LEXUS department.
Regarding blogs as innovation, this study also examined the factors that influencing enterprise to use blogs. After the analysis, it was found that the bandwagon effect of blogs and some other characteristics of blogs (such as low costs) accelerated the adoption of blogs. A more important trait was the interactivity of blog. It enabled enterprises to communicate, both externally and internally, with their customers, and achieve the anticipated goal.
However, although there are a lot of advantages of blogs, there are possible shortcoming and risk as well. For example, even the cost of employing blogs is very low, enterprises must spend much time maintaining the blogs. In addition, blogs are a double- edged sword: while serving as a platform for enterprises to communicate with their consumers, they allow incorrect information distributed on the Internet. Up to the current date, there is still no appropriate way to assess blogs. The above mentioned influencing factors are what enterprises should understand and evaluate before adopting blogs.

英文部分
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中文部分
史倩玲（2005）5年出現3100萬個,誰能輕易逃避---解讀Blog全球旋風! 數位時代，108頁56-61
史倩玲（2005）全球Blog地圖, 數位時代, 108 頁68-70
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104人力銀行http://www.104.com.tw/