數位內容網站行銷策略之研究：線上紫微服務網站之個案分析

Abstract

隨著現在網際網路科技的發達，上網已經成為現代人日常生活的一部份，因為網路可以讓生活更便利。對於提供數位內容服務的網路廠商來說，如何讓自己的數位內容產品廣為人知並且讓消費者願意付費，會是經營網站所要面對的問題。 本研究主要分析一個線上紫微斗數算命網站如何從競爭激烈的市場當中，找到有利於自己的定位，以及分析這個紫微網站如何在資源有限的情況下執行有效的行銷4P策略。透過本研究可以對網路行銷與網站經營有更深一層的體認和了解。

The technology of Internet is growing fast and fast, and the internet is becoming the part of our life because it makes our life more convenience. The internet companies which provide digital content will have problem that is how to let people know about their product and how to let people buy it. This research analyses the on-line fortuneteller company with ¨zih wei¨ and we focus on two points that are how to find it`s position in the competition market and how to sell their product with the strategy of 4P in a limited resource. We will know about internet marketing and website administration through this research.