| DC 欄位 |
值 |
語言 |
| DC.contributor | 企業管理學系在職專班 | zh_TW |
| DC.creator | 陳瀅卉 | zh_TW |
| DC.creator | Ying-Hui Chen | en_US |
| dc.date.accessioned | 2023-8-17T07:39:07Z | |
| dc.date.available | 2023-8-17T07:39:07Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://ir.lib.ncu.edu.tw:444/thesis/view_etd.asp?URN=110451003 | |
| dc.contributor.department | 企業管理學系在職專班 | zh_TW |
| DC.description | 國立中央大學 | zh_TW |
| DC.description | National Central University | en_US |
| dc.description.abstract | 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。 | zh_TW |
| dc.description.abstract | 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. | en_US |
| DC.subject | SWOT分析 | zh_TW |
| DC.subject | 行銷策略7Ps | zh_TW |
| DC.subject | 服務行銷 | zh_TW |
| DC.subject | 競爭優勢 | zh_TW |
| DC.subject | SWOT Analysis | en_US |
| DC.subject | 7Ps | en_US |
| DC.subject | Marketing Strategy | en_US |
| DC.subject | Service Marketing | en_US |
| DC.subject | Competitive Advantage | en_US |
| DC.title | 台灣占卜師經營與行銷策略探討 | zh_TW |
| dc.language.iso | zh-TW | zh-TW |
| DC.title | Exploration of Management and Marketing Strategies for Taiwanese Fortune Tellers. | en_US |
| DC.type | 博碩士論文 | zh_TW |
| DC.type | thesis | en_US |
| DC.publisher | National Central University | en_US |