命理產業品牌經營與網路行銷策略之探討
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2022
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在全球疫情衝擊下，人們無不陷入不安何去何從？若能知命掌運，或許趨吉避凶。從古今如何動盪，惟有命理產業不畏之勢，亦形蓬勃。綜觀東方命理紫微斗數、風水、姓名學，西洋星座、塔羅，因網路資訊發達，為之熟悉略知行星意涵。名人、素人、網紅命理頻道早於疫情前應運而生。看似順風順水產業，疫情下亦有其課題，傳統命理師迫速網路化，網路命理新星又該如何成功打造品牌。本研究將以命理產業品牌經營與網路行銷之探討，以經營模式及網路行銷兩大主軸探究，品牌策略、平台營運、顧客管理。邀訪星星王子、清水孟塔羅小孟老師、紫微密碼詹惟中老師、生命靈數溫蒂姐、心易門楊城創辦人，分享創業過程自我品牌定位，競爭策略佔得先機，以及顧客關係管理。本研究結論提出命理產業應具備之三項創新能力，並對命理產業提供具體建議，期以此研究對命理產業做出貢獻。研究古老神秘占星，與時科技進化，集結人心百態實戰經驗，貴為命理產業實戰寶典。
Under the impact of the global epidemic, people are in a state of anxiety and lose their direction. If they can know their fate, they may be able to pursue good fortune and avoid disaster. No matter how turbulent it is from ancient times to the present, only the numerology industry is fearless of the trend, and it continues flourishing. Looking at the Chinese Astrology, Geomancy, Anthroponymy, Western Astrology, Star Sign, Tarot, due to the development of Internet information, it is easier for us to be familiar with horoscopes. Celebrity, Amateur, and internet celebrity numerology channels came into being before the epidemic.It seems that the industry is developing smoothly, but there are also issues that need to be dealt with under the epidemic. Traditional fortune-tellers are forced to go online, so how can online fortune-telling newcomers successfully build their brands? This research will focus on the discussion of brand management and online marketing in the numerology industry, and explore the two major axes of business model and online marketing, brand strategy, platform operation, and customer management. Invitation to visit Prince Star, Jack of Pure Mo, Mr. Zhan Weizhong of western astrology, Ms. Wendy Sister of Numerology, and the Mr. Yang Cheng of Xinyi to share the entrepreneurial process of self-brand positioning, competitive strategy to take the lead, and customer relationship management .The conclusion of this research proposes three innovative capabilities that the numerology industry should have, and provides specific suggestions for the numerology industry, hoping to make contributions to the numerology industry through this research. Studying the ancient mysterious astrology, move with the technological evolution of the times, assemble various explorations of human experience, and it is precious as a practical treasure of the numerology industry.
Under the impact of the global epidemic, people are in a state of anxiety and lose their direction. If they can know their fate, they may be able to pursue good fortune and avoid disaster. No matter how turbulent it is from ancient times to the present, only the numerology industry is fearless of the trend, and it continues flourishing. Looking at the Chinese Astrology, Geomancy, Anthroponymy, Western Astrology, Star Sign, Tarot, due to the development of Internet information, it is easier for us to be familiar with horoscopes. Celebrity, Amateur, and internet celebrity numerology channels came into being before the epidemic.It seems that the industry is developing smoothly, but there are also issues that need to be dealt with under the epidemic. Traditional fortune-tellers are forced to go online, so how can online fortune-telling newcomers successfully build their brands? This research will focus on the discussion of brand management and online marketing in the numerology industry, and explore the two major axes of business model and online marketing, brand strategy, platform operation, and customer management. Invitation to visit Prince Star, Jack of Pure Mo, Mr. Zhan Weizhong of western astrology, Ms. Wendy Sister of Numerology, and the Mr. Yang Cheng of Xinyi to share the entrepreneurial process of self-brand positioning, competitive strategy to take the lead, and customer relationship management .The conclusion of this research proposes three innovative capabilities that the numerology industry should have, and provides specific suggestions for the numerology industry, hoping to make contributions to the numerology industry through this research. Studying the ancient mysterious astrology, move with the technological evolution of the times, assemble various explorations of human experience, and it is precious as a practical treasure of the numerology industry.
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網路命理, 品牌經營, 網路行銷, 社群, 口碑, numerology astrology, brand management, internet marketing, social media, by word of mouth