DORMITORY EFFICIENCY IMPROVEMENT FOR THE CASE STUDY OF

GREENPLACE DORMITORY

..2551


DORMITORY EFFICIENCY IMPROVEMENT FOR THE CASE STUDY OF
GREENPLACE DORMITORY

961 493


..2551

483210828-0

.

...............................................
(.............................................)
...............................................
( )

 .

.

: .

2 1.

420
18-20
5,000 3,001-4,000/

2. 5 .

Job Description , Job Specification






22

1
1.
2.
3.
4.
5.
6.
3
2
1.
2.
3. (SWOT Analysis)
4. 5 Force Model
11

1
2
2
2
2
5
6
9
9

5.
6.
7. 8 (8Ps)
8.
22
9. (Product life cycle PLC)
10.
11.
12. 33
13.

12
18
21
28
30
32
36

( )
3
1.
2.
3.
4.
4
1.
2.
63
3.
5
1.
2.
112
3.

114

116


127

141

38
38
38
39
40
44
44
91
108
108
113

117
131
144
148

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22

43
(check sheet) 49
2547 2550
2548
5 Force Model
66
69

5 74
75
.. 2551
84
2552
2552
2552

64
64

73

80
87
87
88
91
93
97
98
99
100
100
101

 ( )
23

24

25
26

102
102
104
106

4
10
12
14
14

1
2 SWOT ANALYSIS
3 5Force Model
4 S-R Theory
5 (Model of buyer consumer behavior)
(Factor influencing consumers buying behavior)
6
20
7

25

 8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23

(Product life cycle PLC)

48
55
5

78

79
(Product life cycle PLC) 81



() 88
- () 89
() 89
UBC/KTV ()
()

28
32

65

85
85
86

90
90

1.

(Peter Darker. 1996 : 43)



( : 2538)


( Christopher Lovelock. 2003 : 96)
11

2.
2.1.
2.2.
2.3.

3.
3.1
3.1.1

3.1.2
3.2

4.
4.1
4.2
4.3
4.4
4.5
5.
5.1 5

5

5.2 5

5.3

5.4 / /

5.5
5.6 /

5.7

5.8


5.9

5.10

5.11


5.12

6.




( 1.1)

1.

2.
5
1.
-

- SWOT Analysis
2.

-
- - 5 .
3.
1.

2.

1.

2.

1.
2.

3.

1.

2. Job Description , Job
Specification
3.

4.

1.
(8Ps)
2.
3.

4. 5 Force Model
5.

6. Product
Life Cycle

1.

2.

1.

2.
3.

1.1

1.
1.1

1.2
1.2.1
1.
2.2 (SWOT Analysis)
1.2.
3 5 Force Model
2
.
2.1
2.2
2.3
3.
3.1
3.2
3.3
4. 8 (8Ps)
4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
5.
5.1
5.2
5.3
5.4

5.5
5.6
5.7
5.8
6. (Product life cycle PLC)
6.1 ()
6.2 ()
6.3 ()
6.4
7.
7.1
7.2
7.3
7.4
7.5
8.
9.
10.

1.
( Strategic Management) ( Vision)
(Mission) ( Objective) (Goal)





1.
2.
3.
4.
5.

(Stakeholders)

1.



2.

3.

4.




5.

6.




5
1. (Direction Setting)
2. (Environment Scanning)
3. (Strategy Formulation)
4. (Strategy Implementation)
5. (Evaluation and Control)
1.1
(Vision )
( Mission )

(Mission)

(Goal)


1.2 (Environment Scanning)
1.2.1

(2546)
3
1
.2.1.1 ( External Environment)

1
.2.1.2 ( Internal Environment)



1
.2.1.3 ( Task
Environment)
(2546) 2
(
Controllable)
(Uncontrollable)



2

(
Macro
Environment)

(
Micro Environment)


1.2.2 (SWOT Analysis)
SWOT Analysis


( . 2541:65)
( Internal Environment Analysis)
(Strengths) ( Weakness)

( External Environment Analysis)
( Opportunity) ( Threat)

10

(Strengths)

1.
1.1 (4Ps)
1.2
1.3
2.
3.
4.
5.

(Weakness)

1.
1.1
1.2
1.3
2.
3.
4.
5.

(Opportunity)

1.
1.1
1.2
1.3
1.4
2.
2.1
2.2
2.3
2.4
2.5
2.6

(Threat)

1.
1.1
1.2
1.3
1.4
2.
2.1
2.2
2.3
2.4
2.5
2.6

2.1 SWOT Analysis

1.2.3 5Force Model (Kotler 2003:314)
Five Forces Model Michael Potter 5

1.
2.3.1

11

( Price War)

1.2.3.2
-

1.2.3.3

1.
2.3.4
( Suppliers) ( Suppliers)

(Suppliers) (Suppliers)
- ( Suppliers) ( Suppliers)

1.2.3.5

(1)
(2)
(3)
(4)
(5)

12

2.

4.

1.

3.

2.2 5Force Model

2.
Roger D. (2001:6)




James A. Engel (1968:5)

5.

13

Kotler (2003)






4 (
) ( )
(
) ( )
2.1
(
Consumer Behavior Model)
( Stimulus)
( Buyers Black Box)

(Buyers Response) (Buyers Purchase Decision)

(Stimulus)
( Response) S-R Theory (Phillip Kotler 1997:172)

14

Stimulus

Buyers Black Box

Response

2.3 S-R Theory

: S-R Theory (Phillip Kotler 1997:172)

(Stimulus=s)

( Other Stimulus)
(Marketing Stimulus)

(Buyers Characteristics)
(Culture)
(Social)
(Personal)
(Psychological)

(Responses=R)


(Buyers Black
Box)

(Buyers Decision Process)

(Problem Recognition)
(Information Search)
(Evaluation of Alternatives)
(Purchase Decision)
(Post-Purchase Behavior)

2.4 (Model of buyer consumer behavior)

(Factor influencing consumers buying behavior)
: (Phillip Kotler 1997:172)

15

2.1.1
2.1.1.1 (Marketing Stimulus)
( Marketing Mix)

(1)

(2)

(3)

(4)

2.1.1.2 (Other Stimulus)

(1)

(2)
-
(3)

2.1.2
(
Black Box)


2.1.2.1 ( Buyer Characteristics)


2.1.2.2 ( Buyer Decision Process)
( )

(Buyers Response)

16

(1) ( Product Choice)

(2) ( Brand Choice)

(3) ( Dealer Choice)

(4) (Purchase Timing)

(5) (Purchase Amount)

2.2






2.2.1 ( Culture Factors)

2.2.1.1 ( Cultural)

2.2.1.2 ( Sub Cultural)

2.2.1.3 ( Social Class)


2.2.2 (Social Class)

2.2.2.1 (Reference Group)
2
(1) (Primary Group)
(2) (Second Group)

17

2.2.2.2 ( Family)

2.2.2.3 ( Roles and Statuses)

2.2.3 ( Personal Factors)


2.2.4 ( Psychological Characteristics)
5
2.2.4.1 (Motivation)


2.2.4.2 ( Perception)



2.2.4.3 ( Learning)

2.2.4.4 (Beliefs)


2.2.4.5 ( Attitude)



2.3 (Buyers Decision Process)
2.3.1 (
Problem Recognition)

2.3.2 (
Information Search)



2.3.3 (
Evaluation of Alternatives)

18

2.3.4 (
Purchase Decision)


2.3.5 (
Post-purchase Behavior)





2
2.3.5.1 ( Over Behavior) James B.
Watson ( Baron, Robert
A.1992:4)
(
External Action)
(Baldwin. 1998:3)
2
3.5.2 (Covert Behavior)

(Baron. 1992:5)
(
Internal Action)
( Baldwin. 1998:4) ( Cognitive
Process)
(
Cognitive Process) (Covert)
(Over Acts) (Buss. 1978:6)

3.
3.1 (Lovelock. 2003:4)
( Process)

(
Benefits)

19

3.2 (Lovelock. 2003:30)

3.2.1


3.2.2 ( Direct Recipient of the Service Process)




3.2.3 ( Place and Time of Service Delivery)



3.2.4 ( Customization
versus Standardization)

3.2.5 ( Nature of Relationship with Customer)

3.2.6 ( Extent to which Demand and Supply
are in Balance)

3.2.7
(Extent to which Facilities, Equipment and People are part of the Service)

3.3

20

(
5

Lovelock:2001)

-
-
-
-
-

2.5

5
3.3.1
3.3.2
3.3.3
3.3.4
3.3.5

3 3

4. 8Ps (Lovelock. 2003:12)

4.1 (Product Elements)
(Intangible Product)

21

4.2 ( Price)




4.3 ( Place) 4
( Zeithaml and Bitner, 1996) ( Outlet)

, ,
,
24
4.4 ( Promotion) 3

4.5 (Process)

4.6 ( People)
( Interaction)


4.7 (Physical Evidence)


4.8 ( Productivity and Quality)

5. ( 2546 : 53)
5.1 (Definition of Marketing Planning)

(2546)
(
Marketing Concept)
( Value)

22

(
Marketing Planning)





(
Marketing Plan)

(
Marketing Opportunity)

/ (
Threat)

5.2 (Importance and Roles of Marketing Plan)

5.2.1

5.2.2




5.2.3

5.2.4

23

5.2.5




5.3 (Types of Marketing Plan)
2
5.3.1 (The New Product Plan)






5.3.2 (Annual Marketing Plan)






1)
2)
3)

4)
5)

6)

24

7)

5.4 (Marketing Planning Process)

5.4.1 (Mission)

5.4.2

5.4.3

5.4.4


5.4.5


5.5 (The Planning Cycle)

25

1.

5.

2.

4.

3.

2.6
5.6 (Effective Marketing Plan)

5
.6.1

5.6.2

5.6.3
5.7 (Step for Marketing Planning)
10

1 (Business Review)

26

2
3
4
5
6
7

8
9
10
5.8
5.8.1 ( Executive Summary)


5.8.2
1)

27

2)



3)

5.8.3


5.8.4



5.8.5


5.8.6


5.8.7



5.8.8

1 3

5.8.9


5.8.10

28

6. (Product life cycle :PLC)

(Introduction Stage)
(Growth Stage)
( Maturity Stage)
( Decline Stage)
4 " " (Product-Life Cycle: PLC)

2.7 (Product life cycle PLC)

29

6.1 ()










6.2 ( )

5 Force Model
6.3 ( )

Demand

Core
Competency advantage
6.4

30

7.
( Cause and Effect Diagram)
(Problem)
(Possible Cause) " ( Fish Bone
Diagram) "
(Ishikawa Diagram) .. 1943

7.1
(1)
(2)


(3)

7.2
6
(1)
(2)
(3)
(4)
(5)
(6)
7.3
(1) (Problem or Effect)
(2) (Causes)
(Factors) ()

(Fishbone diagram)

31

3-6 ( sub-bone)


45

7.4


4M 1E (Factors) 4M 1E
M - Man
M - Machine
M - Material
M - Method
E - Environment
4 M 1E
( input) 4 P
Place, Procedure, People Policy 4S Surrounding, Supplier, System Skill
MILK Management, Information, Leadership, Knowledge


7.5

32

(Cuases)

(Effect)

2.8
: . , .. .(2548) :

7.6

8.
( 2537: 2)




(Mondy and Noe, 1996 : 4)

33

(Clark, 1992 : 13)

3
(1)

(2)

(3)



3
(acquisition phase)
(retention phase) (termination or separation phase)

9. (Job Analysis)
( Job Analysis)


2
(Job description) (Job specification)

1.
2.
3.
4.
5.


5
1.
2.

34

3.
4.
5.

2
1. (Task)
2. (Job requirement)

4
1.


2.

3.

4.


1.

2.

3.

4.

35

5.

6.

(Job description)
(Job description)




1.
1.1
1.2
1.3
1.4
1.5
2.
3.
4.
5.
(Job specification)
( Job specification)

1.
1.1
1.2
1.3
1.4
1.5

36

2.
2.1
2.2
2.3
2.4
2.5

10.
( 2538 )




( 2543
: )




( 2543
: )






( 2546 )

6

37

1.

(Document Study) (Field survey research)

2.
2.1 (
Market segmentation) (Target group)
2.1.1
2.1.1.1
( Demographic
segmentation)
2.1.1.2
(Behavioral segmentation)


2.1.1.3
(Psychographic segmentation)

2.1.2 (Target group)



2.2


2.3

3.2.3.1
20,854

20,854 ( Taro Yamane, 1973
,2543)

39

N
1+Ne2

n
N

e (
sampling error)
+ / - 0.05 95%
n
=
20,854
1+20,854(0.05)2
=

392.472

:


20 % 400 420

3.
3.1
3
1

(Closed Ended) (Multiple Choices Question)





2

(Closed Ended) (Multiple Choices Question)


() /

40

3

8
(Rating scale) 5

1

1.
2.

3.
420


(
Primary Data) ( Secondary Data)

(
Primary Data) (Questionnaire)

(
Secondary Data)




SPSS
(
Descriptive Statistics)
( Percentage) ( Mean)
(Standard deviation)
1

41

2
3
(Mean) ( Standard deviation)
(Rating scale)

5 ( ,2546
, 2543)
4.51 - 5.00

3.51 - 4.50
2.51 - 3.50
1.51 - 2.50
1.00 - 1.50
3.2 2

3 1
2
1

3
2

3

4
(
)
4.51 - 5.00
3.51 - 4.50
2.51 - 3.50
1.51 - 2.50
1.00 - 1.50

42

3.3 SWOT Analysis

SWOT (Strengths)
(Weakness) (Opportunities) (Threats)

SWOT Analysis

3.4 ( Product Life Cycle)

(Introduction Stage)
(Growth Stage)

( Maturity Stage)
(Decline Stage) 4
( Product Life Cycle)

3.5 (THE FIVE FORCES MODEL
COMPETITION)
5
()

Five Force Model

3.6 (8 PS)

(Product) (Price) (Place)
(Promotion) ( Process) (People) ( Physical Evidence)
(Productivity and Quality)
(
8 PS)

43

3.1


1. (8Ps)

2.
1.
3.
2.
4. 5 Force Model
3.
5.

6. Product Life Cycle

1.
2. 5

1.
2.

1.
-
- SWOT Analysis
2.
-
- - 5 .
3.

1.
2. Job Description , Job Specification
3.

4.

4
4

1.
5

2.

1.
Job Description, Job Specification
5
2.

1.

1.

2.

3.
4.

1. 2
2. 5 %





SWOT Analysis
1.1 SWOT Analysis
1.2 (Strengths)
1.

2. Key Card

3.
4.


5. 50 // 6

6.
7.

8. 1

9. Security

(Weakness)
1.

2.
3.
(Opportunity)
1.
2.

Threat)


1.3
(Cause and Effect Diagram)
(Problem)
(Possible Cause) " ( Fish Bone Diagram)"

(Ishikawa Diagram) .. 1943


1.
2.
3.

1.
2. 5

1.
2.

 4.1


(check sheet)
( Check sheet) 13

4.1 (check sheet)

1.
-
-
-
-
-
2.
-
-
-
-
3.
-
- 5
-
-

//// ///
//// ///
//// ////
////
//// //// ////

8
8
9
4
15

//// ////
///
//// ////
///

9
3
10
3

//// ///
//// //
///
//// //// ///

8
7
3
13

100

1.4
1.4.1
1.4.1.1 (Marketing Stimulus)
( Marketing Mix)

(1)

(2)

(3)

(4)

1.4.1.2 (Other Stimulus)

(1)

(2)
-
(3)

1.4.2
(
Black Box)


1.4.2.1 ( Buyer Characteristics)


1.4.2.2 ( Buyer Decision Process)
( )


(Buyers Response)
(1) ( Product Choice)

(2) ( Brand Choice)

(3) ( Dealer Choice)

(4) (Purchase Timing)

(5) (Purchase Amount)

1.4.3







1.4.3.1
( Culture Factors)

(
1) ( Cultural)

(
2) (Sub Cultural)

(
3) ( Social Class)




1.4.3.2 (Social Class)

(1)
(Reference Group)
2
- (
Primary Group)

- (
Second Group)

(
2) ( Family)

(
3) ( Roles and Statuses)

1.4.3.3 ( Personal Factors)

18-22 1- 4

1.4.3. 4 ( Psychological Characteristics)
5
(
1) ( Motivation)

(
2) (Perception)



(
3) ( Learning)

(
4) ( Beliefs)

(
5) ( Attitude)



1.4.4 (Buyers Decision Process)
1.4.4.1
( Problem Recognition)
1

1.4.4.2
(Information Search)



1.4.4.3
(Evaluation of Alternatives)


1.4.4.4
( Purchase Decision)



1.4.4.5
( Post-purchase Behavior)



2
1
1.5

( check sheet)

1.5.1
1.5.1.1

1.5.1.2 1

1.5.1.3

1.5.1.4

1.5.2
1.5.2.1

1.5.2.2
1.5.2.3
1.5.2.4
1.5.2.5
1.5.2.6
1.5.2.7
1.5.2.8
1.5.2.9

1.5.2.10

1.5.2.11



(Functional Organization Structure)

4.2

4.2
1.6 (Job Description, Job Specification)
(Job Description)
(Job Title)

(Job Level)

15,000



w;h

1.

2.

3.
4.
5.

1.
2.
3.

4.

 (Job Specification)
(Job
1. /
Specification)
2. 25
3.
(Other Qualification) 1.
2.
3.
4.
5.
(Environment)
/
09.00 - 16.30 .

80%

10%

10%
:

(Job Title)
(Job Level)

(Job Description)


8,000





1.

2.

3.
4.
1.
2.

3.

(Job Specification)
(Job
1.
Specification)
2. 20
3. .-.
(Other
1. Microsoft Office, Words, Excel
Qualification)
2.

(Environment)
/
09.00 - 16.30 .

80%

10%

10%
:

(Job Title)
(Job Level)

(Job Description)


6,000


1.
2.
1.
2.

(Job
Specification)
(Other
Qualification)

3.
4.
(Job Specification)
1.
2. 18
3.
1.
2.

(Environment)
/
18.00 - 02.00 .

80%

10%

10%
:

(Job Title)
(Job Level)

(Job Description)


5,000


- 1 4

-
1.
2.
3.
4.

(Job
Specification)
(Other
Qualification)

(Job Specification)
1.
2. 18
3.
1.
2.
3.

(Environment)
/
08.30 - 16.30 .

10%

20%

70%
:
1.7







1.7.1

1.7.2
1.7.3
1.7.4
1.7.5
1.7.6
1.7.7
1.7.8

1.7.9
1.7.10
1.7.11

1.7.12

1.8
(check sheet) 5



5
5 5

5

5

.1 , ,


1.
2. /
3.
4. /
5. /

1.
2 . /
3. /

.2


1.
2.
3.
4.
5.
6.


.3
-

1.
2.
3.

.4
3

1. 5.

2.
3.

.5 4 .




5
1.
2.
3.
4.
5.
6.

7.
8.
1.9

20 .. 2552 09:00 - 12:00 .

09.00 10.00 .

10.00 10.30 .

10.30 12.00 .

21 .. 2552 18.00 - 21.00 .
18.00 19.00 .

19.00 20.30 .

20.30 21.00 .


20 .. 2552 09:00 - 12:00 .
21 .. 2552 18.00 - 21.00 .

1.
2.

-

-
-

300
50
350

2.

2.1


20 ,000
19
( www.kku.ac.th :2549)
1

4.2

 4.1

2547 - 2550

2547
2548

20,258
23,854

3,596

/
(%)
17.75 %

2549

27,754

3,900

14.05%

2550

34,382

6,652

19.27%

( : )
4 .2 2548

1,170
2,952
15

234
468
3

81
324
2

576
1,152
5

200 /

( : )

2.2
2.2.1 5 Force Model
( Competitive Analysis )

5

2.

4.

1.

5.

3.

4.3 5
(1)
69-74




(2)

 /
(demand)

(3)

(4)



(Supplier)

(5)




4.3 5 Force Model

1.
2.
3.
4.
5.

 69-76


2.2.2 (Environment Analysis)

2.2.
2.1 (External Environment Analysis)

(1)





(2)

( Per capita GPP)
2548 2549 58,977 65,558 2547
1 37 2547
9,3626 ( :
http://khonkaen.nso.go.th)
(3)



30 ,000
12,739
25
5

(.)

1 2552


(4)



(5)
/ /

(6)






2,000- 2,500 2,501- 3,000 3,001 4,000 4,001 5,000
5,000

1. **

()

2. *

()

3.***

()

()

4.***

5.**
6.**

()

()

4.4

58
3500 5000 20
7
/

100
20
,,

,
48
3500 4000 22
7
/
,

40
6
, ,

24
3000 3500 15
5
/
,

50
8
,
52
2900 3500 100
7
/
,

30
6
/
(

)
30
3000 3800 20
7
/


30
4
58

3400

4000

150
/

,
, ,

70

15

300

 4.4 ( )

7.***

()

62

3000

3300

20

8.***

()

20

2100

2300

20

9. *

()

62

3200

3800

20

10.*

()

()

60

3300

3900

200

62

3800

17

()

45

3200

3800

20

11.*

12. *

,
, ,

50

10

30

300

,
, ,

,
,
,
, ,

60

20

30

60

20

400

30

 4.4 ( )

13.**

()

()

25

2500

3000

20

45

3300

3800

100
/

30

2800

20

16.***

()

20

3200

3400

150
/

17.**

60

3500

3000

20

18.***

30

3000

3300

22

14.**

15.**

,
, ,

30

45

200
-

35

40

60

12

50

10

,
, ,

,

, ,

 4.4 ( )

19.***

60

3000

3300

20.
**

45

2400

2600

100
/
20

21. **

30

3000

3500

20

22. *

35

2700

3200

22

, ,


,

, ,

60

18

55

10

38

40

: * 1-2 ** 3-5 *** 5

: 6 , ,,,
:
3
: 300 300
: , ,

 3 22
7 () 15
()
4 , , ,


1. ,
2. ( ) 5
3. ,

4.5

( )
() (/)
1.
52
4*6
2,900
5
3,500
47
2.
62
4*7
3,800

3.
62
4*5.7
3,000
10
3,300
52
4.

5.

45
10
35
58
40
18

4*6

3,200
3,800

4*6

2,800
3,300

 4.6 4

.
*

UBC/KTV

: * . 18.00 . 08.00 .
: * 200/

 4.7

1.
-
-

-
-

-
-

-
-

-
-
-

-

- Security



2.
(



)

-
-
-

-
-

-

-

 4.7 ( )

3.
-
-
(

)
-
-

-

-

-

4.
(
)

-
-

5.
(
)

-
-
-

-

-
-
-

 4.4

2.3 -
..2546
-2552 6
-
3 11 1 0 (1 31 )
1
2551 ( 4.8 4.5)
1
0 2 9

2

160
140
120
100
80
60
40
20
0

150
133
106 100
58

57

41

40

116 113

45

45

132

51

// ()

145 145 145 145 150

56

58

56

58

58

.. .. .. .. .. .. .. .. .. .. .. ..
4.5

31
58
58
1798

..
28
58
57
1596

// ()

150

133

..

..
31
58
41
1271

..
30
58
40
1200

2551
.. .. .. ..
31
30
31
31
58
58
58
58
45
45
51
56
1395 1350 1581 1736

106

100

116

113

132

..
30
58
58
1740

..
31
58
56
1736

..
30
58
58
1740

..
31
58
58
1798

365
696
623
18941

145

145

145

145

150

1578

10

61
/

311

4.8 .. 2551
4.5






2.4 (Product life cycle :PLC)




(Introduction Stage)
(Growth Stage)
( Maturity Stage)
( Decline Stage)
4 " " (Product-Life Cycle: PLC)

 4.6 (Product life cycle PLC)

3 ( )
5 5




22

3
22 4
1. 2. ( )


2.5 ( )

1.
2.
3.
4.
2.5.1 (Advertising)

(1) ()

( )

.
60
36,000 (60 600 )

(2)


.

1,000
3,000 (1,000 3 )

2.5.2 (Sales Promotion)

(1) 10%

10% 2

1,000
200 [(1,000 8) + (125 0.35)]

(2)

1 (

2 ) 1

2.5.3 (Personal Selling)

2551
2552

.. .. .. .. .. .. .. .. .. .. .. .. ..
1.

2.
3.

4. , ,
5.
6. ,
7.
8.
4.9

85

116

//

120
115
110

106

105

100

100
95
90
.

4.7
. .
106, 100, 116

/ /

140
135
130
125
120
115
110
105

134

116

118

86

4.8

116, 118, 134

/ /

150

116

106

118

100

134

116

100
50
0
.

4.7

10 5% 18 9%
10 9%

2552-
2552

87

4.10 2552

1.
1.
- (35 ) 98,000
-
- (10 )
33,000
-
2.
4,750
2.
3.
18,810
3.
4. UBC/KTV
5.
6.

154,560

97,044

36,000
2,650
2,132
11,434
3,000
1,300
1,000
57,516

4.10 35 10
2552 154,560 57,516
2552 97,044
4.11 2552

1.
1.
- (36 ) 100,800
-
- (11 )
36,300
-
2.
5,450
2.
3.
21,539
3.
4. UBC/KTV
5.
6.

164,089

104,251

36,000
2,764
2,596
13,178
3,000
1,300
1,000
59,838

4.11 36 11
2552 164,089 59,838
2552 104,251

88

4.12 2552

1.
1.
- (39 ) 109,200
-
- (13 )
42,900
-
2.
6,150
2.
3.
23,481
3.
4. UBC/KTV
5.
6.

181,731

121,828

36,000
3,545
2,875
12,183
3,000
1,300
1,000
59,903

4.12 2552 39 13
2552 181,731 59,903
2552 121,828
4.8 ()

120,000

()

100,000

98,000

108,000

109,200

80,000
60,000
40,000

33,000

36,300

42,900

20,000
0

4.8

89

4.9 -()

()

25000
20000

18810

21539

23481

15000
10000
5000

4750

5450

6150

4.9

4.10 ()

40,000

()

30,000

36,000

36,000

36,000

20,000

10,000
0

11,434

13,178

12,183

4.10

90

4.11 UBC/KTV ()

4,000

()

3,545

3,000

3,000

2,000

2,132

3,000
2,764
2,596

2,650

3,000
2,875

UBC/KTV

1,300

1,300

1,000

1,000

1,000

1,300

1,000

4.11
UBC/KTV
5
UBC/KTV

4.12 ()

()

200,000

181,731

154,560

164,089

100,000

97044

104251

50,000

57516

59838

59903

150,000

121828

4.12

91

3.
3.1

420 SPSS for Windows V.13
4
1

2

3

4

1

4.13
(n = 420)

18
18 20
21 23
24

()
1
284
101
34
420

0.2
67.6
24.0
8.1
100

4.13
(n = 420) ()

()

44
10.5

359
85.5

11
2.6

0
0

6
1.4

420
100

92

..
.

5,000
5,001-10,000
10,001-15,000
15,001

365
5
13
20
17
420
223
149
32
16
420

86.9
1.2
3.1
4.8
4.0
100
53.1
35.5
7.6
3.8
100

4.13
420

18 20 284 67.6 2124 24 101 34 24 8
18 1
0.2

359 85.5
44 11 10.5 2.6
6 6 1.4

365 86.9
20,17 13 4.8,4 3.1
5 1.2

93

5,000 223
53.1 5,001-10,000 10,001-15,000 149 32
35.5 7.6 15,000 16
3.8
2

4.14 (n = 420)

()

376
89.5

( )
44
10.5

420
100

3
32.8
2.65

3
38.4
2.88

1
36.9
2.31

2
32.9
2.65
-
2
32.4
2.77

2
25.9
2.91
/
3
23.3
3.00
/
2
21.4
2.88

3
57.1
3.25

4
33.3
3.30
(/ )
3
27.2
3.01

5
31.3
3.63

3
28.3
3.03

4
100
3.30
()


298
79.9

31
8.3
/
0
0

44
11.8

373
100

94

24
30
299
10
373

6.6
8.3
82.4
2.8
100

4.14 (n = 420) ()

..-..

..-.
..-..
..-..

2,000
()
2001-2500
2,501-3,000
3,001-4,000
4,001-5,000
5,000

UBC/KTV

()
94
158
49
72
373
161
50
50
97
10
5
373

344 (92.2)
74 (19.8)
119 (31.9)
60 (16.1)
108 (29)
162 (43.6)
188(50.4)
196 (52.5)
339 (90.9)
134 (35.9)
289 (77.5)

25.2
42.4
13.1
29.3
100
43.2
13.4
13.4
26
2.7
1.3
100

29 (7.8)
299(80.2)
254 (68.1)
313(74.5)
265 (71)
211(56.6)
185 (49.6)
177(47.5)
34 (9.1)
239(64.1)
84 (22.5)

95

217 (58.2)
146 (39.1)
208 (55.8)
168 (45)
35 (9.4)

156(41.8)
227 (60.9)
165(44.2)
205 (55)
338(90.6)

4.14 () (n=420)

70 (16.7)

303 (81.2)

94(25.2)
279 (74.8)

182 (48.8)

191 (51.2)
VCD
10 (2.7)
363(97.3)
61 (14.5)

312 (83.6)

65 (17.4)
308(82.6)

113(26.9)
260 (69.7)

152 (40.8)
221(52.6)
101 (27.1)

272 (72.9)

173 (46.4)
200(53.6)

92 (24.7)
281(75.3)

113 (26.9)
260 (61.9)

171(40.7)
202 (54.2)

111 (29.8)
262 (70.2)

0(0)
373 (100)

20 (5.4)
353(94.6)
4.14
420

376 89.5 44 10.5
1
2 3 - 4
/ 5

96

298 79.9

44 31 11.8 8.3 /
0 0

299 82.4 30
8.3 10
2.8

158 42.4 .. .. ..
.. 94 72 25.2 19.3
49 13.1
( )
3,001-4,000 143 34.05 2,000
95 22.62 ( )
5,001 5 1.13

303 (81.2 %),
279 (74.8 %), 191 (51.2 %),
312 (83.6 %) 272 (72.9 %)
299 (80.2 %),
254 (68.1 %), 313 (74.5 %), 265 (71 %),
UBC/KTV 227 (60.9 %), 239 (64.1 %) , 211 (56.6
%), 205 (55 %) 338 (90.6 %)

344 (92.2 %), 188
(50.4 %), 196 (52.5 %) , 339 (90.9 %),

97

217(58.2 %), 339 (90.9 %) 208 (55.8 %)

202 (54.2 %)
VCD 363 (97.3 %),
308 (82.6 %), 260 (69.7 %), 221
(52.6 %), 200 (53.6 %), 281 (75.3 %),
260 (61.9 %), 353 (94.6 %), 373 (100 %)
262 (70.2 %)
3

4.15
(n = 420 )

9
(2.4)
9
(2.4)
05
(0)
5
(1.3)
10
(2.7)

26
(7)
25
(6.7)
5
(1.3)
15
(4)
25
(6.8)

18
(18)
155
(41.6)
175
(41.7)
200
(53.6)
87
(20.7)

89
(23.9)
79
(21.2)
59
(15.8)
83
(22.3)
145
(34.5)

101
(27.1)
105
(28.2)
134
(31.9)
71
(18.8)
101
(24)

3.946

1.064

3.99

1.05

4.28

0.77

4.19

1.00

3.625

1.00

4.01

0.98

4.1 5
( X = 4.01,
S.D.= 0.98)

98

( X = 4.28,
S.D. = 0.77)
( X = 3.99, S.D. = 1.05) ( X = 3.625, S.D.
= 1.00)
4.16
(n = 420 )

5
(1.3)
15
(4.1)
26
(7)
67
(18.2)
44
(12)

20
(5.4)
10
(2.7)
20
(5.4)
39
(10.6)
45
(12.2)

209
(56)
166
(45.1)
115
(30.8)
77
(20.9)
96
(26.1)

58
(15.5)
64
(17.4)
163
(43.7)
108
(29.3)
109
(29.6)

81
(15.5)
113
(30.7)
49
(13.1)
77
(20.9)
74
(20.1)

4.26

0.99

4.10

1.04

3.55

1.18

3.15

1.36

3.36

1.31

3.87

1.12

4.16
( X = 3.81, S.D.= 1.12)

( X = 4.26, S.D. = 0.09 104)
( X = 3.55, S.D. = 1.18)
( X = 3.16, S.D. = 1.36)

99

4.17
(n=420 )


/

10
(2.7)
5
(1.3)
0
(0)
15
(4)

25
(6.7)
15
(4)
30
(8)
31
(8.3)

65
(17.4)
69
(4)
114
(30.6)
64
(17.2)

103
170
(27.6) (45.6)
129
155
(18.5) (41.6)
136
93
(36.5) (24.9)
136
127
(36.5) (34)

4.067

1.067

4.10

0.933

3.78

0.912

3.88

1.09

3.96

1.00

4.1 7
( X = 3.96, S.D.= 1.00)

( X = 4.10, S.D. = 0.933)
( X = 3.88, SD. = 1.089)
( X = 3.78, S.D. = 0.912)
4.1 8
( X = 3.29, S.D.=
1.17)
( X = 3.33,
SD. = 1.29)
( X = 3.30, S.D. = 1.28)

100

4.18
(n = 420 )



..

10
(2.7)
51
(13.9)
46
(12.3)

55
186
68
49
(13.1) (44.3) (16.2) (11.7)
30
116
87
84
(8.2) (31.5) (23.6) (22.8)
49
108
87
83
(13.1) (29) (23.3) (22.3)

3.25

0.95

3.33

1.29

3.30

1.28

3.29

1.17

4.19
(n = 420 )

10
(2.7)
5
(1.3)
5
(1.3)
5
(1.3)
5
(1.3)

31
(8.3)
5
(1.3)
10
(2.7)
10
(2.7)
15
(4)

151
(40.5)
145
(38.9)
144
(38.6)
144
(38.6)
136
(36.5)

89
(23.9)
104
(27.9)
124
(33.2)
124
(33.2)
104
(27.9)

92
(24.7)
114
(30.6)
90
(24.1)
90
(24.1)
113
(63.5)

3.91

1.101

4.06

0.98

4.04

0.92

3.95

0.973

3.97

0.96

3.83

1.00

4.1 9
( X = 3.83, S.D.= 1.00)

101

( X = 4.06, S.D. = 0.98)

( X = 3.97, SD. =
0.96) ( X = 3.78, S.D. = 0.912)
4.20
(n = 420 )

5
(1.4)
15
(4)

15
(4.1)
20
(5.4)

89
114
145
(24.2) (31) (39.4)
130
146
62
(34.9) (39.1) (16.6)

4.03

0.96

3.59

0.96

3.81

0.96

4.20
( X = 3.81,
S.D.= 0.96)
( X = 4.03, S.D. =
0.96) ( X = 3.59, SD. = 0.96)
4.21
( X = 4.07, S.D.= 1.03)

3 ,
( X = 4.08, S.D. = 1.07,1.071.05)
( X = 3.95, SD. = 0.951)

102

4.21
(n = 420 )

15
(4)
10
(2.7)
15
(4)
20
(5.4)

20
(5.4)
15
(4.1)
10
(2.7)
15
(4)

165
(44.2)
113
(30.7)
165
(44.2)
136
(36.5)

49
(13.1)
70
(19)
69
(18.5)
78
(20.9)

124
(33.2)
160
(43.5)
114
(30.6)
124
(33.2)

4.08

1.07

3.95

0.951

4.08

1.04

3.91

1.10

4.066

1.03

4.22
(n = 420 )

0
(0)
10
(2.7)

15
(4)
5
(1.3)

54
115
189
(14.5) (30.8) (50.7)
99
69
190
(26.5) (18.5) (50.9)

4.24

0.98

4.14

1.03

4.19

1.005

4.22
( X = 4.19,
S.D.= 1.00)

103

( X = 4.24, S.D. = 0.98)

( X = 4.14, S.D. = 1.03)
3.2

3 1 2

3.2.1 1

3 ( 66)
( 34) 36-45 ( 66) 15-25 ( 34)
6,000 ( 34) 5,001-6,000 ( 66)
( 33.3)
( 33.3 ) ( 33.3 )
3.2.2

2
3
4

( ) 4.1

4.51
3.51
2.51
1.51
1.00

- 5.00
- 4.50
- 3.50
- 2.50
- 1.50

104

4.23

( X )
4.00
4.00
4.30

3.30

4.00

3.00
3.00

4.00
3.60

3.60

3.60

4.23
1)
( 4.0)
2)
( 4.0)
3)
( 4.30)
4)
( 3.30)

105

5)
( 4.00)
6)
( 3.00)
7)
( 3.00)
8)
( 4.00)
9)
( 3.60)
10)
( 3.60)
11)
( 3.60)






3
3

1
( )
4.20
4.51 - 5.00
3.51 - 4.50
2.51 - 3.50
1.51 - 2.50
1.00 - 1.50

106

4.24

( X )


3.60

3.30

3.60

3.60

4.00

3.00

4.00

3.60

3.60

4.00

4.30

4.24 ( )

( X )
3.30

3.30

3.30

3.00

107

4.24

1)
( 3.60)
2)
( 3.30)
3)
( 3.60)
4)
( 3.60)
5)
( 4.00)
6)
( 3.00)
7)
( 4.00)
8)
( 3.60)
9)
( 4.00)
10)
( 4.30)
11)
( 3.30)
12)
( 3.30)
13)
( 3.30)
14)
( 3.00)

1.
1.1
1.2
1.3

2.

1

18 20
5,000
2




, ,, -
/
() 3,001-4,000 /


, , , ,
UBC/KTV, , ,

, , , , , ,
VCD, , , ,
, , , ,

109

3

8
1.




2.



3.

4.




5.




6.

110

7.


3 ,

8.






1.1



3






1.2 (JD , JS)
( JD) ( JS)

111

2.1 (Swot Analysis)

( Swot Analysis)

2.3

3.

18 20
5,000

376 89.5

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,
( X = 4.08, S.D. = 1.07,1.071.05)

4.
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4.3

30%

113

5.

5.1
5.1.1.
18 20

5.1.2.


5.1.3.
8
5.2
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5.2.2

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5.2.4

114

.(2534).. : .
. (2538). .

.
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115

. (2547).
.
.
Baldwin ,john D. & Baldwin , Janice I. (1998). Behavior Principles in Everyday Life 3rd
ed. New Jersey. prentice Hall , Inc..
Baron , Robert . A . (1992). Psychology 2nd ed . America : Allyn & Bacon.
Buss , Atonold Herbret. (1978). Psychology Behavior in Perspective 2nd ed. America :
Johnwiley
Kotier , Philip. (1997). Marketing Management 9th ed. New Jersey : Simon & Schuster &
Sons, Inc..
Kotier , Philip. (2003). Marketing Management 5th ed. New Jersey : Prentice Hall.
Roger D. Blackwell, Paul W . Miniard and James F . Engel. (2001). Consumer Behavior. 9th
ed. Florida : Harcort, Inc. p. 6

117

118

:
961493


1
2

3

1
:

1.

1. 18
3. 21 - 23

2. 18-20
4. 24

2.

1.
3.
5. ()............................

2.
4.

3.

1.
3.
5. ().............

2.
4.

1. 5,000
3. 10,001 15,000

2. 5,001 10,000
4. 15,001

4.

119

2
:

5.

( )
6.
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10.
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2,000
2,001 2,500
2,501 3,000
3,001 4,000
4,001 5,000
5,001

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:

5 = , 4 = , 3 = , 2 = , 1 =

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1.
2.
3.
4.
5. --

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2.
3.
4.
5.

1.
2.
3.
4.

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2.
3.

1.
2.
3.
4.
5.

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2.

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3.
4.

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2.
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3
1
2
3

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1) ( ) ( )

2) ( ) 15-25 ( ) 26-35 ( ) 36-45 ( ) 46-55 ( ) 56

3) ( ) ( ) ( )
4)
( ) 4,000 ( ) 4,001-5,000
( ) 5,001-6,000 ( ) 6,000
2
: /

125

3 : /

126

....................................................................................................................................................................
...................................................................................................................................................................................
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...................................................................................................................................................................................

127

131
.




KTV , UBC
( Morning Call)
(Voice Mail Box) Security

*** 3,300 2,800 ***

043-342-222

132

133

..
--------------------------- ..
..

..

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134

-




()
()
()
()

()
()

135

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()
()
()

()






()
()
()
()
()
()
()

136

137

138

()
()
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139

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()
()

140

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.
.

141

.
.
.
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( )

142

143

144

145

146

Define Your Initial Investment

-
-
-
-
-
-
-
-
-
-
-
-

()
10,000.00
15,000,000.00
2,000,000.00
300,000.00
200,000.00
50,000.00
30,000.00
22,000.00
1,100,000.00
10,000.00
15,000.00
500,000.00

19,237,000.00

20

147

19,237,000.00

Income Estimation : Year

20

Pessimistic

Expected

Optimistic

Very
Optimistic

5,000,000.00

5,600,000.00

6,000,000.00

7,000,000.00

(58
)

5,000,000.00

5,600,000.00

6,000,000.00

7,000,000.00

500,000.00

700,000.00

700,000.00

900,000.00

4,500,000.00

4,900,000.00

5,300,000.00

6,100,000.00

300,000.00

200,000.00

360,000.00

420,000.00

1,100,000.00

1,100,000.00

1,100,000.00

1,100,000.00

500,000.00

500,000.00

500,000.00

500,000.00

()

1,900,000.00

1,800,000.00

1,960,000.00

2,020,000.00

2,600,000.00

3,100,000.00

3,340,000.00

4,080,000.00

520,000.00

620,000.00

668,000.00

816,000.00

2,080,000.00

2,480,000.00

2,672,000.00

3,264,000.00

()

500,000.00
2580000

500,000.00
2,980,000.00

500,000.00
3,172,000.00

500,000.00
3,764,000.00

148

NPV 10%
NPV - 1 0.9091

2,345,478.00

2,709,118.00

2,883,665.20

3,421,852.40

NPV - 2 0.8264

2,132,112.00

2,462,672.00

2,621,340.80

3,110,569.60

NPV - 3 0.7513

1,938,354.00

2,238,874.00

2,383,123.60

2,827,893.20

NPV - 4 0.6830

1,762,140.00

2,035,340.00

2,166,476.00

2,570,812.00

NPV - 5 0.6209

1,601,922.00

1,850,282.00

1,969,494.80

2,337,067.60

9,780,006.00

11,296,286.00

12,024,100.40

14,268,194.80

Payback
Period ( )

7.46

6.46

6.06

5.11

R.O.I (%)

10.81

12.89

13.89

16.97

Total NPV

149

150

1.

2.

151

3.

152

4.

5.

153

6.

154

155

10

11

156

12

12

157

13

14