台灣占卜師經營與行銷策略探討;Exploration of Management and Marketing Strategies for Taiwanese Fortune Tellers.

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題名:	台灣占卜師經營與行銷策略探討;Exploration of Management and Marketing Strategies for Taiwanese Fortune Tellers.
作者:	陳瀅卉;Chen, Ying-Hui
貢獻者:	企業管理學系在職專班
關鍵詞:	SWOT分析;行銷策略7Ps;服務行銷;競爭優勢;SWOT Analysis;7Ps;Marketing Strategy;Service Marketing;Competitive Advantage
日期:	2023-08-17
上傳時間:	2024-09-19 15:44:00 (UTC+8)
出版者:	國立中央大學
摘要:	台灣的占卜行業已經不再是傳統天橋下的占卜師形象，而是引入「AI 占卜」和「塔羅占卜」等新興元素。隨著這些新穎趨勢，占卜業在網路上掀起新的熱潮，但隨之而來的是更大的競爭和市場壓力。因此本論文旨在研究占卜師藉由那些經營方式取得優勢，並利用 SWOT 分析及行銷策略 7Ps，找出占卜師成功的因子及探索占卜產業的未來發展方向。基於研究結果，本論文得出了以下結論： 1.多數資深占卜師將不同專長整合，如將塔羅占卜結合能量療癒或科學，形成差異化的獨特賣點。 2.占卜師在學習過程中透過提供免費服務累積經驗，並根據市場需求調整和擴展服務範圍。 3.跨域合作，例如與心理醫師結合，不僅能擴大客群也提升占卜師的信賴度。 4.價格策略的彈性及多元，能滿足不同客戶的預算需求。 5.服務流程設計須客戶需求導向，以確保服務品質。 6.線上與線下結合，提供多元場地和方式服務，增強便利性。 7.營造個人化的環境，強化客戶的感官體驗，提升顧客信任度。本研究的結果將對占卜師和相關從業人員提供參考。;The divination industry in Taiwan is no longer characterized by the traditional image of fortune-tellers under bridges. Instead, it now integrates emerging elements such as "AI Divination" and "Tarot Reading." With these innovative trends, there is a newfound buzz around the fortune-telling industry online. However, this also comes with increased competition and market pressure. The aim of this paper is to investigate the strategies employed by fortune-tellers to gain a competitive edge. Using SWOT analysis and the 7Ps of marketing strategy, we identify the factors behind the success of fortune-tellers and explore the future direction of the divination industry. Based on the research findings, the paper concludes that: 1.Many seasoned fortune-tellers combine various expertise, such as integrating tarot reading with energy healing or science, creating a unique selling proposition. 2.During their learning phase, fortune-tellers often offer free services to accumulate experience, adjusting and expanding their service scope based on market demands. 3.Cross-disciplinary collaborations, such as teaming up with psychologists, not only expand the client base but also enhance the credibility of the fortune-teller. 4.A flexible and diverse pricing strategy can meet the budgetary needs of different clients. 5.Service process design should be customer-driven to ensure service quality. 6.Combining online and offline methods provides diverse venues and ways of offering services, enhancing convenience. 7.Creating a personalized environment strengthens the sensory experience of the client and increases their trust. The findings of this research will serve as a reference for fortune-tellers and related professionals.
顯示於類別:	[企業管理學系碩士在職專班] 博碩士論文

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