?????? Web 2.0

1
??? ?????????????

• ?????? Web 2.0

2
??????

• ???????
• ????????
• ????????
• ??????(STP)???
• ????????(S)
• ??????????(T)
• ????????(P)

3
???? ??? vs ????

• ??????????????????????,????????????????
• ?????????Technorati?2006?11????????????????,??????
  ?????????
• ????????,??????????????
• ???????
• ???????????

4
5.1????????

• ???????
• ???(Kotler)?????????????????????????????????????
• ????????????????,?????????????,??????????????????,
  ????????????????????,?????????

5
??????

• ??????????????
• ????????????
• ?????????
• ???????????
• ?????????????

6
??????
7
????????????

• ??????????????(outside-in) ???,???????????(inside-
  out) ???
• ????????????????????????????,????????????????????
• ?????????????????,??????????????

8
???????????
9
?????????

• ????????????,??????????,?????????????,???????????,
  ????????
• ???????????
• ??1????????
• ??2????
• ??3??????
• ??4????/????

10
?????????

• ????? (Undifferentiated marketing)
• ????? (Differentiated marketing)
• ????? (Concentrated marketing)
• ??? (Micro marketing)

11
????/????

• ????????????????????????,???????????????????????
• ????????????????????????????????????????,?????????
  ??????????
• ??????(Positioning) ?????????????????,????????????
  ???????
• ??????,????????????????,????????????

12
?????????????????????????

• ???????(Attributes)???
• ???????(Application)???
• ?????????(Product class)???
• ????????(User)?????
• ?????????????(Quality/price)???
• ??????????(Competitors)????????

13
???????????

• ?????????(Positioning),??????????????
• ????????(Marketing max) ???????????????,??????????
  ???????
• ??,?????????????????
• ????,??????????,????4P???,???(Product)???(Price)?
  ??(Place)???(Promotion)

14
????4Ps
15
???? 4Ps????? 4Cs???
16
????4P?4C???
17
?????????????

• ??????
• ???????
• ???????

18
??????

• ??????????,??????????????????
• ??????????????????,?????????
• ??????????
• ???????
• ???????
• ???????
• ???????

19
???????

• ???????????,??????????????????
• ???? (Diagnostic skills)
• ???? (Company level)
• ?????? (Marketing implement skills)
• ????????? (Evaluative skills)

20
???????

• ??????(Marketing control system)???????,??????????
  ???????
• ???????
• ?????? (Annual-plan control)
• ????????,???????????????,?????????????,???????
• ????? (Profitability control)
• ??????????????,?????????????????????
• ???? (Strategic control)
• ?????????????????,????????????,??????

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5.2 ????????

• ??????
• ????????
• ?????????
• ?????????
• ?????????? (Action Plan)
• ??????????
• ??????????

22
????????????
23
????????
24
??????
25
????????

• ??????????,?????STP?????,????????????
• ???? (Segmentation)
• ?????? (Targeting)
• ???? (Positioning)
• ?????,???STP????,????????????

26
???????????
27
?????????4P?4C???
28
?????????
29
?????????

• ???????????????(Contact point),???????????????????
  ?
• Rayport Jaworski ?????????????????,?????????7C??
  ?
• ?? (Context)
• ?? (Content)
• ?? (Community)
• ??? (Customization)
• ?? (Communication)
• ?? (Connection)
• ?? (Commerce)

30
?????7C??
31
????????????
32
??????????7C????
33
???????????

• ?????????(Action Plan)??,?????????????????????????
  ????,??????????????
• ?????????????????????????????,???????????????????(
  What)???????(When)?????????(Who)
• ???,??????????????????????????????????????????????
  (10?)???????
• ??,????????,?????????????.????????

34
??????????
35
??????????

• ????????????,?????????????????????????????????

36
5.3 ??????(STP)???

• ??????????????????????

37
?????????
38
STP?4P??
39
?????????????

• ???? (S)
• ??????????????????,????????????????
• ???????????????,????????????
• ?????? (T)
• ???????????????
• ????/???? (P)
• ??????????????4P???????

40
?????STP
41
5.4 ????????(S)

• ???????
• ?????????????,???????
• ???????????????????,??????????????,???????????,???
  ??????????,?????????
• ??????

42
???????

• ?????????????????????
• ?????????????????
• ????????????????
• ?????????????????
• ?????,??????????????
• ??????????????,????????????
• ?????????????

43
?????????
44
???????
45
???????????????

• ??????? (Prior Segmentation Model)
• ??????? (Post Hoc Segmentation Model)
• ??????? (Flexible Segmentation Model)
• ??????? (Componential Segmentation Model)

46
??????????

• ????(Measurability)
• ???????????????????????
• ???( Substantiality)
• ???????????????????????????
• ????(Accessibility)
• ??????????????????
• ????(Differentiable)
• ???????????????,??????????????????
• ????(Actionable)
• ?????????????????,?????????????

47
5.5 ??????????(T)

• ???????????????????
• ????
• ???????????????,???????????
• ????
• ????????????????,????????
• ???
• ???????????????????????????????
• ???????
• ?????????????????????

48
?????????

• ????? (Undifferentiated marketing)
• ????? (Differentiated marketing)
• ????? (Concentrated marketing)
• ??? (Micro marketing)

49
???????
50
5.6 ????????(P)

• ??????????????????????????
• ??????????????????,??????????,???????
• ????????????????????,???????

51
????

• ???????????????????????????,???????,????,??????,??
  ????????
• ??????????,??????????????,????????????????????4P??

52
????????

• ???????????????????
• ????????????
• ?????????
• ??????????????
• ???????????
• ????????????

53
????

• ????????????????,????????????????????????????
• ??,????????????
• ?????????????????,???????????????????????????????,
  ?????????????????

54
??????
55
?????????

• ????????????
• ?????????
• ????????????
• ???????

56
???? ?? (Wiki)

• 1. ???Wikiasari ?Google?????????????
• 2. ??Wiki?????? STP