You are on page 1of 38

www.wunan.com.

tw
(02)2705-5066
www.wunan.com.tw
(02)2705-5066
www.wunan.com.tw
(02)2705-5066

4P
4P
4P



10%90%

www.wunan.com.tw
(02)2705-5066





tai_kuo@emic.com.tw
taikuo@cc.shu.edu.tw

www.wunan.com.tw
(02)2705-5066

1

Unit 1-1 002
Unit 1-2
004
Unit 1-3 006
Unit 1-4 4 008
Unit 1-5 Part I 012
Unit 1-6 Part II 014
Unit 1-7 9 6 016
Unit 1-8 Part I 018
Unit 1-9 Part II 020
Unit 1-10 Part III 022
Unit 1-11 9 024
Unit 1-12 026
Unit 1-13 Part I
028
Unit 1-14 Part II 030
Unit 1-15 6 032
Unit 1-16 034
Unit 1-17 036
Unit 1-18 038
Unit 1-19 3 040
Unit 1-20 042

www.wunan.com.tw I
(02)2705-5066

Unit 1-21 PB 044


Unit 1-22 PB 046
Unit 1-23 048
Unit 1-24 050
Unit 1-25 052
Unit 1-26 054
Unit 1-27 056
Unit 1-28 058
Unit 1-29 060
Unit 1-30
062
Unit 1-31 064

2
Unit 2-1 068
Unit 2-2 070
Unit 2-3 2 074
Unit 2-4 076
Unit 2-5 078
Unit 2-6 080
Unit 2-7 082
Unit 2-8 084
Unit 2-9 086
Unit 2-10 088
Unit 2-11 090
Unit 2-12 Part ) 092
Unit 2-13 Part ) 094

II www.wunan.com.tw
(02)2705-5066
Unit 2-14 096
Unit 2-15 098
Unit 2-16 100
Unit 2-17 102
Unit 2-18 B2C PChome
104
Unit 2-19 PChome 106
Unit 2-20 108

3
Unit 3-1 112
Unit 3-2 114
Unit 3-3
116
Unit 3-4
118
Unit 3-5 120
Unit 3-6 122
Unit 3-7 124
Unit 3-8 126
Unit 3-9
128
Unit 3-10 130

4

Unit 4-1 138
Unit 4-2 Stern El-Ansary 140

www.wunan.com.tw III
(02)2705-5066

Unit 4-3 142


Unit 4-4 144
Unit 4-5 146
Unit 4-6 148
Unit 4-7 150
Unit 4-8 152
Unit 4-9 154
Unit 4-10 156
Unit 4-11 158
Unit 4-12 160

5
Unit 5-1 164
Unit 5-2 P&G 166
Unit 5-3 P&G 7
168
Unit 5-4 P&G CBD 170

6
Unit 6-1
Part ) 174
Unit 6-2
Part ) 176
Unit 6-3 IT 178
Unit 6-4 IT Part ) 180
Unit 6-5 IT Part ) 182
Unit 6-6 IT Part ) 184

IV www.wunan.com.tw
(02)2705-5066
7
Unit 7-1 188
Unit 7-2 Part I 190
Unit 7-3 Part II 192
Unit 7-4 4.3 194
Unit 7-5 196
Unit 7-6 198
Unit 7-7 201
Unit 7-8 204
Unit 7-9 206
Unit 7-10 208
Unit 7-11 210
Unit 7-12 212
Unit 7-13 214
Unit 7-14 216
Unit 7-15 218
Unit 7-16 220
Unit 7-17 224
Unit 7-18 226

8 ( )
Unit 8-1 POS 230
Unit 8-2 232
Unit 8-3 234
Unit 8-4 236
Unit 8-5 238

www.wunan.com.tw V
(02)2705-5066

9
Unit 9-1 242
Unit 9-2 244
Unit 9-3 4P 246
Unit 9-4 8 248
Unit 9-5 9 250
Unit 9-6 253

10
Unit 10-1 256
Unit 10-2 4 258
Unit 10-3 260
Unit 10-4
262
Unit 10-5 265
Unit 10-6 268

11 271

272

272

306

VI www.wunan.com.tw
(02)2705-5066
www.wunan.com.tw VII
(02)2705-5066
1


Unit 1-1

Unit 1-2

Unit 1-3

Unit 1-44

Unit 1-5Part I

Unit 1-6Part II

Unit 1-796

Unit 1-8Part I

Unit 1-9Part II

Unit 1-10Part III

Unit 1-119

Unit 1-12

Unit 1-13Part I

Unit 1-14Part II

Unit 1-156

Unit 1-16

www.wunan.com.tw
(02)2705-5066

Unit 1-17

Unit 1-18

Unit 1-193

Unit 1-20

Unit 1-21PB

Unit 1-22PB

Unit 1-23

Unit 1-24

Unit 1-25

Unit 1-26

Unit 1-27

Unit 1-28

Unit 1-29

Unit 1-30

Unit 1-31

www.wunan.com.tw
(02)2705-5066
1

1-1
Unit






()
()
()
()
()
vertical value
chains


business strategy




002 SOGO


5,000



t

www.wunan.com.tw
(02)2705-5066


OEM

distributor dealer
agent retailer
master distributor channel
wholesaler vertical value chain
OEMOriginal Equipment company-own-store
Manufacture

003

1 2 3 4 5 6 7 8 9 10 11 12 13 1 2 3 4 5 6 7












www.wunan.com.tw
(02)2705-5066
1

1-2
Unit




COSTCO SOGO
3C
85C

scale of economy

break-even pointcritical
point









004




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

www.wunan.com.tw
(02)2705-5066

1.

2.


3.


4.

5.

6.

7.

1.

2.
6. 005



6
5. 3.

4.

www.wunan.com.tw
(02)2705-5066
1

1-3
Unit

growth of multichannel marketing system
()






()



() 2



LVCHANELGUCCI

()
006
()
()

()

()

()

() B2C2040


()

www.wunan.com.tw
(02)2705-5066


() share of wallet



()


SOGO

()


1
()
()
()

()

()


2
007
()7-115,000OK
()COSTCO
()citysuper
()
()


3
()

()
() KTV
()

www.wunan.com.tw
(02)2705-5066
1

1-4
Unit
4


zero-stage channel

1. 2. 3. 4. 5.

one-stage channel

008

two-stage channel

www.wunan.com.tw
(02)2705-5066



three-stage channel

009

www.wunan.com.tw
(02)2705-5066
1


1 TOYOTA

010


60
50

1,000

www.wunan.com.tw
(02)2705-5066

3

()
()
()

()

011





www.wunan.com.tw
(02)2705-5066
1

1-5
Unit
Part I

Panasonic
1

3C


Panasonic






012
2

www.wunan.com.tw
(02)2705-5066

BIG TRAIN


28




42


BIG TRAIN


200

EASY SHOP
50
013


43


300


PChome

www.wunan.com.tw
(02)2705-5066
1

1-6
Unit
Part II









014

www.wunan.com.tw
(02)2705-5066

4





B2B


PC
home


015


()
()

www.wunan.com.tw
(02)2705-5066
1

1-7
Unit
96

9



SOGO4
7-11OK5
COSTCO4
2
3C3C3C3
Sasa 4
1013
3
2


3C

3,000 3,000 2,800 2,600 800 600

016
6

momoviva4
YAHOO PChome
momo4
DHCmomo3
USANA

momoPChome

www.wunan.com.tw
(02)2705-5066
9

1. 6.
SOGO

Sasa


2. 7.
7-11 101
OK


ATT 4 FUN

3.

COSTCO 8.


4.

9.
JASONS citysuper

5. 3C
3C 3C BEST
3C 3C

1. 4.
momo 017
AVON
viva
USANA

2.
YAHOO
PChome 5.
PAYEASY momo 5
7net GoHappy
udn u-mall
ET Mall
lativ

6.
3. momo
DHC PChome
momo

www.wunan.com.tw
(02)2705-5066
1

1-8
Unit
Part I

TV-Shopping30
QVC201580

2,400LG
6003004
momoviva49



() 75%25%
() 303943%404922%50
5915%
() 35%23%
18%
() 47%17%
14%
() 84%16%
() 956%944%
() 53%25%
16%5%
018




() 3C10%
() 30%
() 25%
() 22%
() 7%
() 5%

www.wunan.com.tw
(02)2705-5066
4

1.



4.viva 2.

3.momo

1. 2. 3.
25% 30% 22%
019

4. 3C 5. 6.
10% 7% 6%



GS

QVC JSC LOTTE

CJ

www.wunan.com.tw
(02)2705-5066
1

1-9
Unit
Part II


QVC9,000

LG1,000momo
viva500

1020
20012,400



87%7%ATM






020 30



() momo802015
16508
() DHC
DHC5020158
()


www.wunan.com.tw
(02)2705-5066

momo viva



500

021

momo
80



50

www.wunan.com.tw
(02)2705-5066
1

1-10
Unit
Part III



() QVCGS
momoviva


() TV-Shopping


()
live


()


()


022 synergy

()

QVC
GS
()



()


www.wunan.com.tw
(02)2705-5066



set-top-box
TV-Commerce

video on demand

023

1. 2. 3. 4.

www.wunan.com.tw
(02)2705-5066
1

1-11
Unit
9

9

9
()
()
()
()
() B2C
()
()
() O2O
() Omni-Channel
14




024 CRM
7direct marketing




1. 2. 3. 4. 5. 6. 7.
TM


DM

TMTele-Marketing
CRM

www.wunan.com.tw
(02)2705-5066
.

. , 2016.07

ISBN 978-957-11-8633-7 ()

1. 2.

496 105008256

1FW6

1063394

(02)2705-5066(02)2706-6100

http://www.wunan.com.tw

wunan@wunan.com.tw

0 1 0 6 8 9 5 3

20167

380


www.wunan.com.tw
(02)2705-5066