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    Title: 開運商品行銷與銷售之經營策略
    Other Titles: Business strategies for marketing and selling fortune articles
    Authors: 王正宇;Wang, Cheng-Yu
    Contributors: 淡江大學國際企業學系碩士在職專班
    蔡政言;Tsai, Jeng-Yan
    Keywords: 開運商品;五力;行銷4P;行銷4C;Fortune Articles;5 force;PEST;Marketing 4P;Marketing 4C
    Date: 2011
    Issue Date: 2011-12-28 17:54:03 (UTC+8)
    Abstract: 本研究係針對華人圈內特有之風土民情所衍生之文化產物-開運商品進行經營、行銷銷售與消費者購買因素之探討,以期社會大眾能對開運商品產業有更進一步認識,並對在此領域之業者或銷售人員提出對未來有更廣泛及符合實際之建議。
    本研究採質化研究,透過相關文獻及資料的蒐集彙整,經由探討歸納以下結論與建議:(1)開運商品與玄學連結後,價格將有極大落差;而消費者之購買動機不外乎對目前生活另有所求,故此類商品有安定人心之效果;另其被賦予意識形態上之功能而造就其存在價值,業者應修習各宗教、命理或風水等相關知識,提供顧客對的資訊。(2)面對非天然礦石、染色礦石、膺品及替代品充斥市場之應對,業者應秉持職業道德對消費者據實告知產品材質、色澤,並以天然真品提供價格比較。(3)開運商品屬消費性最終商品,對經濟衰退之敏感度很高,但景氣復甦時,消費可能不會立即提升,從業者應有各種配合景氣銷售之應景商品。(4)新進入者所投入之資金無法在短期內回收且有多項進入門檻;買方向供應商採購開運商品時係以採購數量多寡進行議價。(5)開運商品強調意識形態之功能,外觀易被複製,故業者應打破造型保守之印象,發揮創意並自行設計使顧客有更多選擇。(6)開運商品之市場以華人圈為主,業者如能用心考察他國國情與民情將商品故事化並進行包裝,則開運商品市場應將不侷限於華人。(7)開運商品講求與顧客間之「緣份」,業者在進行促銷時應以消費者最容易接收到訊息的方式為目的,以刺激消費者之購買。
    This study is focusing on the operation and marketing strategy and the factors affecting consumers’ purchase decision of fortune products based on the traditional culture in Chinese, in order to providing the comprehensive understanding of fortune products industry for the people who is engaged in this industry.

    The thesis is completed by collecting the related information and reference to come up with the following conclusion and suggestion: (1) People will buy the fortune products because they are confused in their life. While the fortune products are combined with the metaphysics, the pricing range of the product is wide. The agent in this industry should learn the knowledge of religion, numerology and feng shui to offer the consumer correct information. (2) There are full of the artificial and disseminated ore, and the fake in market, the agency in the industry should inform the customers the origin place of material and the price comparison of the fortune products. (3) Because the fortune products are sort of the consumer products, it is sensitive to the economy depression. But the needs for the fortune products will not increase dramatically when the economy is recovery. The agency in the industry should have several solutions in every situation to boost the selling. (4) Because of the industrial barrier, new entrant should buy the fortune products from the supplier at the lower price by high volume. (5) The agency in the industry should design the different shape of the fortune products to differentiate them from each other. (6) the agency in the industry should explore new market according to the local tradition and culture, except for Chinese market. (7) The agent in the industry should adopt the direct marketing strategy to promote the fortune products in order to let people have impression on these products.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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