???? Marketing Management

1
???? Marketing Management

• ?????

2
???marketing an introduction
??? ?
3

• ????http//www.chu.edu.tw/d09403019/index.htm
• E-maild09403019_at_cc.chu.edu.tw

4
????

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

5

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

6
???(Amazon.com)??

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

7
???(Amazon.com)??

• 1995??????????????????,???Jeff Bezos??????????????
  ??
• ??????????????,?????????????,?????????????????,???
  ?????????????????????????????????????????????
• ?????????????????????

8
???(Amazon.com)??

• ??????-??????????
• ???????
• Jeff Bezos????????????????????,??????????????????
  
• ???????????????????,???????????
• ???????????????????

9
???(Amazon.com)??

• ??????????collaborative filtering?????????????????
  ???????,????????????
• ??????????,??????????????????????Jason
  Kilar??????????
• ?????
• ???????

10
???(Amazon.com)??

• ?????????????????????,???????????????????,????????
  ???
• Ex.????(Target)??????(Toys?R?)????(Circuit
  City)???(Borders)?
• ??????????????,????????????????????????????,?????
  ??????????????

11
???(Amazon.com)??

• ?????????????????,??????????????????????????
• Ex.????????????????????????,????????????????
• Ex.??(Gap)????(Old Navy)???.??(Eddie
  Bauer)?Spiegel?Foot Locker????(Nordstrom)????(Sear
  s)????????(LandsEnd)?????

12
???(Amazon.com)??

• ??????????????
• ?????????,?????????????
• ?????????,???????????
• ?????????????????????
• ????(Home Dept)???Bernie Marcus
• ??????????????????,??????????(????),??????????????
  ???????