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102.08.

17
Chanrs@ms68.hinet.net
0955-268997
http://mypaper.pchome.com.tw/chanrs

MTP

2001.07-
2001.08-
2002.08-
2003.02-
2007.11-
2008.06-EAPs
2008.11-
2009.09-MBA
2010.01-
2010.07-TTQS
2011.10-
2012.01--

2010

2012

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4P

1P: Product
2P: Price
3P: Place
4P: Promotion

4PSTP
S: Segment
T: Target
P: Position

STP4P

13

()
(DEFENSE)

()
(OFFENSE)

(Target Marketing)
()

4P(Product)(Price)
(Place) (Promotion)

(Relationship Marketing)


()

()

()


?
?
------

--

/
/





30
-----------------

4P
Product

Price

Place

Promotion

(
)

4P4C
( Marketing Mix )
( Product )

( Service )

( Prrice )

( Cost )

( Place )

( Availability )

( Promotion ) ( Communication )

24


1.
2.
3.
4.
5.
6.
7.
8.
9.
10.


1.
2.
3.
**

Invite
VIP

AIOActive.Internet.Opinion


(strategic planning)

2/2

1/8

(corporate mission)

Body Shop

2/8

(SBU)

LOreal

3/8
1
BCG model


4/8

5/8

(question mark)

(star)

1.

2.
1.
2.

(cash cow)

1.
2.

1.

(dog)

6/8
2
GE model
GE

7/8

8/8

BCG
GE

1/10


SWOT

(strengths)
(weakness)
(opportunities)
(threats)

2/10

SWOT

(macroenvironment)

(microenvironment)

3/10

4/10

SWOT

5/10


10%
35%

6/10

(generic strategy)
(overall cost leadership)
(differentiation)
(focus) (niche strategy)

7/10

(generic strategy)

8/10

(generic strategy)



21Swatch

9/10

(generic strategy)

10/10

(Ansoff)-

1/2
(marketing strategic planning)

STP

2/2

(marketing plan)


*
*
*
*
*

)
(

,.
,.
,.

,,-

()

(
/
)
Personality/Identity

Artfoco

5
25100


---









//-----

SWOT-1

SWOT-2

Strength

Weakness
Opportunity
Threat

.
...

BCG

5W2H

77



APP
APP




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84

1.

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3.

4.

5.

6.


http://www.dintaifung.com.tw/tw/default.htm
19581972

1993117

2010~2012

300

---

221.5


480
28015

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