1.?????????????????,????????????,?????????????(carefully formulated program)?

1
????

• ????

2
????

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

3
????

• 1.?????????????????,????????????,?????????????(car
  efully formulated program)?
• 2.??(analysis)???(planning)???(implementation)???(
  control)????????????,????????????????,??????,?????
  ????????,????????????????,????????????????????????
  ??????????????????????????????
• 3.?????????(voluntary exchange)???,???,???????????
  ??,??????????,??????????????
• 4.?????????,????(target marketing)????????????????
  ????????(market segmentation),?????????(concentrat
  ed marketing)?????(differentiated
  marketing)???????????????????????????
• 5.?????????????(marketing mix)??4p'S--??(product)?
  ??(price)???(promotion)???(place)(?29)?????(perso
  n),??(processes)?????(physical presentations)????7
  P's

4
SWOT

• SWOT???????????????????S????(strength)?W????(Weak
  ness)?O????(opportunity)?T????(threat)??SWOT???
  ???????,??????,?????????,???????!

5
OT??--THREAT

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

6
??????-????

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

7
??????-OPPORTIUNITY

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

8
Sw??

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

9
??????

• ????????,????????????????????,????????????(?)????
  (mass marketing)????????????????????
  ???,?????????????"??????"?
• (?)???????(product-variety marketing)????????????
  ???????????????????
• (?)????(target marketing)????????????????????,???
  ????????,????????????????????

10
????

• ????????????????(market segmentation)?????
  (market targeting)?????(market positioning),

11
(No Transcript)
12
???????

• ????(market segmentation)???,??Wendell R.
  Smith?1956?????,??????????????????????????,???????
  ,???????????????????,??????????????????(??)???????
  ?,???????????????
• Pride Farell(1988)??,?????????????????????,?????
  ?????????????,???????(Segment)?????????(Marketing
  mix)???

13
???????

• ????(Geographic)??(???/???....)???????(???/??...
  .)????????(???/??....)
• ??????(Demographic)?????????????????????????????
  ????
• ????(Psychographic)?????????(Life
  Style)???(Personality)?????(?VALS)
• ????????????(Benefit)?????(????/???....)????????
  ????????????

14
????(target market)??

• ?????????,???????,??????????????????????,?????????
  ????????????????????,??????????,?????????????
• ??????(market segmentation)???????,??????????????,
  ?????????????

15
????

• ??????,????????????????????????,??????????????????
  ? ???????????????
• 1? ?????????????? 2? ???????????? 3?
  ??????????????
• ??????????????????????,??????????,????????????????
  ???????????????,???????????????????(Marketing Mix
  4p's Strategies),???????????????????,?????????????
  ???????????

16
???????

• "????"?????1972??AI Ries ?Jack Trout
  ???????????(Advertising Age)?????????,??"The
  Positioning Ege "(?????)???,???????????????Positi
  oning The Battle For Your Mind ?Ries ?Trout
  ??????????????????????????"??????????????????????
  ?????,??????????????,??????????,????????????????
  ?,???????????????"

17
???????

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

18
??

• ???????????????????????????????????,??????????,??
  ????????????????,??????6-8???,????????????10???
  ??2000?????????????????????

19
??????

• ?????????????????4P4P???/?????
• 4P??
• PRODUCT, PRICE, PROMOTION, PLACE
• PROGRAM, PACKAGE, PEOPLE, PUBLIC RELATIONSHIP

20
????

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

21
????

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

22
??

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

23
????

• ??????????????????????????????????????????????????
  ???????????????????????????,??????????????????????
  ????????????,??????????,???????????,??????????????
  ?,????????????????????????Call-in
  ????,???DM????????????????,?????????!

24
????

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