85?C????????

1
3. ???????

• ????

2
??

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

3
?????,?????
?????????????? 85?C????????
(??85?C??)
4
?????,?????
?????????????????????,??????????????????,????????
???????,?????????,???????????????
5
?????,?????

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

?????????????????
6
??????????? 1/2

• ????(strategic planning)
• ???????????,?????????????
• ????????????????

????
????
????
7
??????????? 2/2
??????????????????????
????
????
?????????,???????????
????
??????????????????
??????,???????????
8
???????? 1/8

• ?????????????
• ??????(corporate mission)
• ??????????????

????Body Shop??????? ????????????????????????????
????
???????????????????
9
???????? 2/8

• ?????????????
• ????????(SBU)
• ?????
• ?????
• ?????

??????????????????
LOreal????(????)??????(????)?
???????????
10
???????? 3/8

• ??????????1
• BCG model
• ?????????
• ?????????????
• ?????????????????

11
???????? 4/8
?????
?????????????
?????
12
???????? 5/8
???? ?? ??????
?? (question mark) ???????????? 1.????? 2.?????
?? (star) ???????????,??????????? 1.????? 2.??
?? (cash cow) ??????,??????,???????? 1.???? 2.??
?? (dog) ????,??????? 1.?????
13
???????? 6/8

• ??????????2
• GE model
• GE????????????
• ???????????????
• ????????????

14
???????? 7/8
?????????????????????????
?????
???????????????????????????
????
15
???????? 8/8

• ???????

BCG ?? GE??
???? ?????????????????????? ??????????????????
???? ????????????? ?????????????
16
???????? 1/10

• ?????????????
• ???????
• SWOT??
• ?? (strengths)
• ?? (weakness)
• ?? (opportunities)
• ?? (threats)

??????
??????
17
???????? 2/10

• ???????
• SWOT??

• ??????
• ???? (macroenvironment)
• ?????????
• ????????????
• ????(microenvironment)
• ????????????

18
???????? 3/10

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

??

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

?????????????????
19
???????? 4/10

• ???????
• SWOT??

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

?? ? ? ? ? ? ??? ??
????
????
????
????
???
20
???????? 5/10

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

???????10??,?????????35?
21
???????? 6/10

• ??????
• ???????(generic strategy)

?????? (overall cost leadership)
??? (differentiation)
?? (focus) ? ???? (niche strategy)
22
???????? 7/10

• ??????
• ???????(generic strategy)

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

23
???????? 8/10

• ??????
• ???????(generic strategy)

• ???
• ??????????,???????????
• ??????????????????
• ??21????????Swatch??????

24
???????? 9/10

• ??????
• ???????(generic strategy)

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

25
???????? 10/10

• ??????
• ???(Ansoff)??-??????
• ?????????????

?? ?? ???? ???
???? ???? ????
??? ???? ???
?????????
???????????
?????????
???????????
26
????????1/2

• ??????(marketing strategic planning)
• ?????????
• ??????????

??????
??????
??STP (??????????)
??????
27
????????2/2
???????
??????????????????(marketing plan)
??????
???????
??
????
????
????
????