互聯網的發展導致全球市場開放。企業與客戶的溝通因為社群時代來臨，產生了許多新興的媒介。透過網路社群與使用者互動並建立關係，快速傳播商品與服務資訊，甚至了解競爭對手及潛在的目標市場，已成為B2B 行銷人員不可忽略的一環。
事實上，國外很多調研報告都顯示，B2B 企業利用社群行銷作為核心的行銷路徑，都能夠有所突破與進展。企業為了接觸客戶紛紛投入社群行銷的行列，搶攻消費者的注意力。最先踏入這個領域的是 B2C 企業，他們把社群行銷列為行銷計畫中重要的一環，而B2B 企業呢？大多還在起步中，因為許多B2B 從業者仍然不確定是否或如何有效利用社群媒體。Brodie 等人（2007）認為，透過將社群媒體整合到現有的行銷活動中，公司能夠利用社群媒體提升價值。因此，本研究嘗試在商業運用發展的背景下探討「B2B環境中的社群媒體」現象，增加對於 B2B 在社群媒體行銷方面的理解與運用。
The development of the Internet has led to the opening of the global market. The communication between companies and customers has come a long way since the community age has come, creating many new media. Through the online community's interaction with users and the establishment of relationships, the rapid dissemination of information on goods and services, and even understanding of competitors and potential target markets, has become a part of B2B marketing staff that cannot be ignored.
In fact, many research reports from abroad show that B2B companies can use community marketing as the core marketing channel and they can all succeed. In order to reach out to the ranks of community marketing, companies are trying to grab the at-tention of consumers. The first to enter this field is B2C companies. They put commu-nity marketing as an important part of their marketing plan. What about B2B companies? Most of them are still starting because many B2B practitioners are still unsure about whether or how to effectively use social media. Brodie et al. (2007) believe that compa-nies can use social media to enhance value by integrating social media into existing marketing campaigns. Therefore, this study attempts to explore the phenomenon of “so-cial media in the B2B environment” in the context of commercial application develop-ment, increase understanding and application of B2B marketing in social media mar-keting.
