Title page for etd-0418115-154927


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URN etd-0418115-154927
Author Chun-fu Chen
Author's Email Address No Public.
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Department EMBA
Year 2014
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title Study on the Application of I-Ching,Yinyang and Five Elements to Marketing Strategy and Management
Date of Defense 2015-05-04
Page Count 59
Keyword
  • the Five Element
  • operation
  • Yin and Yang
  • I-Ching
  • management
  • Abstract This paper not only elaborates the background, motivation and purpose of studying I-Ching, but also elaborates the literature review about the importance of Yin and Yang, the reinforcement each other principle of the Five Elements, the explanation of the Eight Diagrams. Using theories as research method, it analyzes the oriental I-Ching and the western management, together with the enterprises operation methods and knowledge taught by the EMBA professors of Sun Yat-sen University. The paper discusses how to combine them into available operation way and use them in the current practice field of enterprises management, which is expected to benefit enterprise on operation.
    In this study, the author presents six company cases to discuss the I-Ching image and the advantages and disadvantages of enterprise operation ways.
    Case 1, using Qian as heaven diagram  to state the Yuan, Heng, Li, Zhen. The man of honor will strive constantly for self-improvement. It discusses the development of Xiaomi Corp., which presents positive marketing attitude, selling the same quality products at lower price. And through Internet marketing, the company fully demonstrates its customer-oriented marketing strategy, which is so popular among consumers that it develops its business with wonderful performance.
    Case 2, using Kun as earth diagram  to state the Yuan, Heng, Li, Mare’s Zhen to state the ZARA company. Terrain-kun, the gentleman should never have self-discipline and social commitment. It comes up with the successful formula of ZARA company. expecting customers, improving efficiency, solving problems and meeting customers’ need are its operating principles. It satisfies customers’ requirement, simultaneously, integrating with staff’s advice, which helps to build successful operation mode.
    Case 3, using Ditiantai diagram  to state the entrepreneur of IKEA who, with man-of-the-people style, bows down, contains everything, and creates good products to meet consumers’ need. He uses the simple but creative management philosophy to serve customers. He even attaches importance to customers’ requirement through actions to conform to the trend and create endless business opportunities.
    Case 4, using Tiandipi diagram  to analyze KMRT company which took risk in breaking up because of poor communication among its directors. Due to lack of the competitiveness, team work, improvement, it lost their due business opportunity, which causes the loss of markets. Therefore, it must be careful when choosing directors.
    Case 5, using Zehuoge diagram  to analyze Wangpin Group which constantly 
    innovates as time goes on. During its innovation process, powerful leading, and different efforts, excellent product and kind waiters, good images and warm heart, all change consumers’ impression on catering and create different operating mode.
    Case 6, using Dishanqian diagram , to state Guangbi company through the saying “Modesty brings gains, haughtiness yields loss”. Guangbi company experts in green alga and dunaliella salina. But it lacks the modest spirit of the I-Ching, which calls for open mind to accept all kinds of advice and knowledge. If it can strengthen its own green alga brand and change, things will move on smoothly.
    The I-Ching has spread for thousands of years. Its ancient and modern usage are different, but we can borrow its spirit and thought.
    Advisory Committee
  • Po-Wen Cheng - chair
  • Meng-Siou Li - co-chair
  • Christina Y.P. Wang - advisor
  • Bih-Shiaw Jaw - advisor
  • Files
  • etd-0418115-154927.pdf
  • Indicate in-campus at 99 year and off-campus access at 99 year.
    Date of Submission 2015-07-03

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