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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/74048

    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。
    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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