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(02)2705-5066
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4P
4P
4P
10%90%
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tai_kuo@emic.com.tw
taikuo@cc.shu.edu.tw
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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
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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
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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
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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 1-119
Unit 1-12
Unit 1-13Part I
Unit 1-14Part II
Unit 1-156
Unit 1-16
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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
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1
1-1
Unit
()
()
()
()
()
vertical value
chains
business strategy
002 SOGO
5,000
t
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(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
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(02)2705-5066
1
1-2
Unit
COSTCO SOGO
3C
85C
scale of economy
break-even pointcritical
point
004
() ()
() ()
()
()
()
()
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(02)2705-5066
1.
2.
3.
4.
5.
6.
7.
1.
2.
6. 005
6
5. 3.
4.
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(02)2705-5066
1
1-3
Unit
growth of multichannel marketing system
()
()
() 2
LVCHANELGUCCI
()
006
()
()
()
()
()
() B2C2040
()
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(02)2705-5066
() share of wallet
()
SOGO
()
1
()
()
()
()
()
2
007
()7-115,000OK
()COSTCO
()citysuper
()
()
3
()
()
() KTV
()
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(02)2705-5066
1
1-4
Unit
4
zero-stage channel
1. 2. 3. 4. 5.
one-stage channel
008
two-stage channel
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(02)2705-5066
three-stage channel
009
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(02)2705-5066
1
1 TOYOTA
010
60
50
1,000
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(02)2705-5066
3
()
()
()
()
011
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(02)2705-5066
1
1-5
Unit
Part I
Panasonic
1
3C
Panasonic
012
2
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(02)2705-5066
BIG TRAIN
28
42
BIG TRAIN
200
EASY SHOP
50
013
43
300
PChome
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(02)2705-5066
1
1-6
Unit
Part II
014
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(02)2705-5066
4
B2B
PC
home
015
()
()
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(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
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(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
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(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%
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(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
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(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
()
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(02)2705-5066
momo viva
500
021
momo
80
50
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(02)2705-5066
1
1-10
Unit
Part III
() QVCGS
momoviva
() TV-Shopping
()
live
()
()
022 synergy
()
QVC
GS
()
()
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(02)2705-5066
set-top-box
TV-Commerce
video on demand
023
1. 2. 3. 4.
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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
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(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
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20167
380
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