- [미디어 데이터 클리핑] 2022년 4월 미디어 데이터 클리핑 - 데이팅 앱
- [메조미디어] 2024 업종 분석 리포트 04. 건강기능식품
- 소셜플랫폼의 사회적 영향력 분석 및 발전방향 연구
- 2022 상반기 디지털 미디어 트렌드 리포트
- 2024 메조미디어 트렌드 리포트
- 2024년 9월 매체력 평가 리포트
- [나스미디어] 2024년 9월 MEDIA & MARKET ISSUE
- [2023년 6월] 2023 상반기 Media Trend Report
- [메조미디어]2024년 소비 트렌드 리포트 01. 초저가 소비
- 2024년 9월 미디어 이슈 리포트
자료요약
Feng Shui practice is very popular in East Asia and has been rapidly adopted by the population of the West. As Feng Shui involves knowledge of object placement, it opens opportunities to market Feng Shui knowledge and products. This paper presents an analysis of a successful Feng Shui enterprise, World of Feng Shui (WOFS), that has been established by a well-known Feng Shui expert Lillian Too and her daughter Jennifer Too. The enterprise’s marketing strategies and tactics are tied to the theoretical concept of social influence, widely researched in the consumer behavior literature. The three types of social influence (informational, utilitarian, and value-expressive) are examined in relation to WOFS’ marketing strategies using secondary data material. The main results indicate that the strategies of WOFS enterprise address all three types of social influence. The articles generated onand off-line can be mostly associated with the informational influence. The off- line activities such as events, courses/workshops, and TV shows are also informational in nature. The Q & A sections/ postings can be considered as representative of the utilitarian influence. They give experts (e.g., Lillian Too) the opportunity to provide individuals with problem-specific recommendations. Mega-mall website provides the value-expressive influence as purchase and consumption of the Feng Shui products is most susceptible to this type of influence. In terms of implications, WOFS enterprise strategies are suitable not only for consumes but also for business executives in Asia and in the West as architects, designers, and homeowners across continents use Feng Shui practices for building placements and decoration of dwellings and workplaces. Feng Shui practice has some limitations such as conflicting opinions of experts and increased complexity when the dimension of time is taken into consideration. Still, Feng Shui as a practice is growing globally adjusting itself to regional and cultural challenges.
목차
I. Introduction
Ⅱ. Theoretical Background
2.1 Feng Shui
2.2 Social Influence
2.3 Internet Marketing
Ⅲ. Case Study Analysis
3.1 Research Approach
3.2 World of Feng Shui Enterprise
3.3 Analysis of the Business Components
Ⅳ. Discussion
References
Ⅱ. Theoretical Background
2.1 Feng Shui
2.2 Social Influence
2.3 Internet Marketing
Ⅲ. Case Study Analysis
3.1 Research Approach
3.2 World of Feng Shui Enterprise
3.3 Analysis of the Business Components
Ⅳ. Discussion
References
Feng Shui
아시아시장
마케팅연구
social influence
informational
utilitarian
value-expressive