本論文中詳述陰陽的重要和五行相生相剋的原理及八卦的解析之文獻探討，用東方的易經和西方的管理，相互配合並結合中山大學EMBA各教授平日所教導的企業經營方法和知識，融合成一套值得執行的經營方式，希望對企業在經營方面，有所裨益。

此次論文研究，筆者舉出六個企業實例來討論易經卦象和行銷策略管理上之研究。
第一案例：以乾為天卦☰☰闡述元、亨、利、貞，天行健君子以自強不息，來探討小米機的崛起，該公司展現積極的行銷態度，以比同業更便宜的價格，出售相同的品質，並透過網路行銷，充分展現其行銷策略的手腕，殺出一條康莊的業績。

第二案例：以坤為地卦☷☷闡述元、亨、利、牝馬之貞來分析闡述ZARA企業，地勢坤，君子以厚德載物，提出ZARA服飾業的成功方程式，以客為尊，提高效率，解決問題，滿足客戶為經營法則，來服務客戶並整合內部員工的意見，，建立了成功的經營模式。

第三案例：以地天泰卦☷☰闡述IKEA企業者放下自己的身段，包容萬物，表現親民的作風，創造優良的商品品質，滿足消費者的需求，來服務客戶群，更以行動力及執行力將客戶的需求重視起來，來符合當前客戶的潮流，創造無限的商機。

第四案例：以天地否卦☰☷來分析KMRT公司因內部主管的溝通不良，造成公司破產的危機，因其外面無法取得和同業的競爭，內部又各自為政，無法破釜沈舟的力求改善，而失去了應有的商機，造成公司執行力和行銷上的無奈。

第五案例：以澤火革卦☱☲順著時間的移動不斷的來革新，來解析王品集團的除舊佈新變革的過程，在強且有力的領導之下，差異化的耕耘，以優良的產品品質和親切的服務人員，溫暖的心來改變消費者對餐飲業的根深印象創造了差異化的經營模式。

第六案例：以地山謙卦☷☶滿招損謙受益，光壁企業對綠藻是專家，對杜莎藻的遠景也很好，只是缺乏易經裡的謙卦精神，對外能以廣闊心胸接納各類建議和知識，謙虛下問；對內強化自己的綠藻品牌，由對企業的轉變，一切就可順利。

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.

論文審定書 i
誌謝 ii
摘要 iii
Abstract v
目錄 vii
圖次 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究的動機 1
第三節 研究目的 2
第二章 文獻探討 4
第一節 陰陽與四象的概念 4
第二節 五行的概念 8
第三節 八卦的概念 9
第四節 易經核心思維與行銷策略管理 11
第五節 陰陽在行銷策略管理中的闡述 12
第六節 四象在行銷策略管理中的闡述 14
第七節 五行相生與行銷策略管理 16
第八節 五行相剋與行銷策略管理 19
第九節 八卦與行銷策略管理 22
第三章 研究方法 26
第四章 易經卦象與行銷策略管理與實例分析 28
第一節 乾卦與行銷策略管理 28
第二節 坤卦與行銷策略管理 33
第三節 泰卦與行銷策略管理 36
第四節 否卦與行銷策略管理 40
第五節 革卦與行銷策略管理 42
第六節 謙卦與行銷策略管理 45
第五章 結論 48
參考文獻 50

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