?????? Web 2.0

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

• ?????? Web 2.0

2
??????

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

3
???????vs.????

• ??????????????????????,?????????????????
• ?????????Technorati?2006?11????lt???????gt???,??????
  ??????????
• ????????,???????????????
• ?????????
• ?????????????

4
???????

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

5
???(Kotler)????????????????

• 1. ????????????
• 2. ?????????
• 3. ???????????
• 4. ?????????????

6
?5-1 ??????
7
????????????

• ?????????????(outside-in)????,??????????(inside-ou
  t)?????
• ????????????????????????????,?????????????????????
  
• ?????????????????,???????????????

8
?5-2 ???????????
9
?????????

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

10
???????????????

• 1. ?????(undifferentiated marketing)
• 2. ?????(differentiated marketing)
• 3. ?????(concentrated marketing)
• 4. ???(micro marketing)

11
????(market positioning)/????(product
positioning)

• ??????????,??????????????,????????????????????????
  
• ????????????????????????????????????????,?????????
  ???????????
• ?????(positioning)??????????????????,?????????????
  ???????
• ??????,????????????????,?????????????

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

• 1. ???????(attributes)???
• 2. ???????(application)???
• 3. ?????????(product class)???
• 4. ????????(user)?????
• 5. ?????????????(quality/price)???
• 6. ??????????(competitors)????????

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

• ?????????(positioning),???????????????
• ???????(marketing max)????????????????,???????????
  ?????????,??????????????????
• ????,??????????,????4P??????(product)???(price)??
  ?(place)?????(promotion)

14
?5-3 ????4Ps
15
?5-1 ???? 4Ps????? 4Cs???
16
?5-4 ????4P?4C???
17
?????????????

• ??????
• ???????
• ???????

18
??????

• ??????????,???????????????????
• ??????????????????,??????????
• ??????????
• 1. ???????
• 2. ???????
• 3. ???????
• 4. ???????

19
???????

• ???????????,??????????????????
• ????(diagnostic skills)
• ????(company level)
• ??????(marketing implement skills)
• ?????????(evaluative skills)

20
???????

• ??????(marketing control system)???????,??????????
  ???????,???????
• 1. ??????(annual-plan control)????????,??????????
  ?????,?????????????,????????
• 2. ?????(profitability control)??????????????,???
  ???????????????????
• 3. ????(strategic control)?????????????????,?????
  ???????,???????

21
????????

• 1. ??????
• 2. ????????
• 3. ?????????
• 4. ?????????
• 5. ??????????(Action Plan)
• 6. ??????????
• 7. ??????????

22
?5-5 ????????????
23
?5-2 ????????
24
?5-6 ??????
25
????????

• ??????????,?????STP????,?????(Segmentation)???????
  (Targeting)?????(Positioning)?,?????????????
• ??5-7??,???STP????,?????????????

26
?5-7 ???????????
27
?5-8 ?????????4P?4C???
28
?5-3 ?????????
29
?????????

• ???????????????(contact point),???????????????????
  ?
• Rayport Jaworski (2003) ?????????????????,??????
  ???7C???
• ??(context)
• ??(content)
• ??(community)
• ???(customization)
• ??(communication)
• ??(connection)
• ??(commerce)

30
?5-9 ?????7C??
31
?5-4 ????????????
32
?5-10 ??????????7C????
33
???????????(Action Plan)

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

34
?5-11 ??????????
35
??????????

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

36
?5-12 ??????????????????????
37
?5-13 ?????????
38
?5-14 STP?4P??
39
?????????????

• 1.????(S)??????????????????,?????????????????????
  ???????????,?????????????
• 2.??????(T)????????????????
• 3.????/????(P)??????????????4P????????

40
?5-15 ?????STP
41
???????

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

42
???????

• 1. ?????????????????????
• 2. ?????????????????
• 3. ????????????????
• 4. ?????????????????
• 5. ?????,??????????????
• 6. ??????????????,????????????
• 7. ?????????????

43
?5-5 ?????????
44
?5-6 ???????
45
???????????????

• 1. ???????(Prior Segmentation Model)
• 2. ???????(Post Hoc Segmentation Model)
• 3. ???????(Flexible Segmentation Model)
• 4. ???????(Componential Segmentation Model)

46
??????????

• 1. ????(Measurability)????????????????????????
• 2. ???( Substantiality)??????????????????????????
  ??
• 3. ????(Accessibility)???????????????????
• 4. ????(Differentiable)???????????????,??????????
  ?????????
• 5. ????(Actionable)?????????????????,????????????
  ??

47
???????????????????

• 1.????????????????????,????????????
• 2.?????????????????????,?????????
• 3.????????????????????????????????????
• 4.??????????????????????????????

48
?????????

• 1. ?????(undifferentiated marketing)
• 2. ?????(differentiated marketing)
• 3. ?????(concentrated marketing)
• 4. ???(micro marketing)

49
?5-16 ???????
50
????

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

51
????

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

52
????????

• 1.???????????????????
• 2.????????????
• 3.?????????
• 4.??????????????
• 5.???????????
• 6.????????????

53
????

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

54
?5-17 ??????
55
?????????

• 1. ?????????????
• 2. ??????????
• 3. ?????????????
• 4. ????????

56
??????(Wiki)

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