流通連鎖經營管理 - ba.cust.edu.twba.cust.edu.tw/102_1_help/02.pdf ·...
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-e
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()
1. 2.3. 4.
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1
2
3
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2009.2.18)
Q
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2013
Top10 1 2 3 4 5Google 6 7 8 9 10
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()
()
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1.(55%)
2.4C
Cost()
Competition()
Customers()
Consumerism()
3.:CHANCECHANGECHALLENGE
4.: CATV-
CARD BUSINESS- CULTURE-
Competition
Cost
Consumerism
Customers
CHANCE
CHANGE
CHALLENGE
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CATV
CARD BUSINESS CULTURE
90
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()
9125000 182500007-11 350400000
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()
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108
901300350105
8 .510.5
825()
13170.40.7
PANTONE 600C614C
6575
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711:100
HOT7
PorterhouseBistro
:
7-11 21
Mister Donut Afternoon Tea
Duskin.
:
QQ
(Mr.)
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MeBONAFACafe Kitchen
Haagen Dazs
..
1.(Business Game)
(Management Game)
2.
3.
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AIDMA
e
:1.
2.
3.
4.
5.
6.
7.
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LMS
LMS
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A I D M A
Attention Interest Desire Memory Action
(2)(1) (2) (3) (4)
(3) (1) (2) (3) (4)
(1)(1)(2) (3) (4)
(3)(1) (2) (3) (4)
(3)(1) (2) (3)(4)
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3,
(1) (2)(3) (4)
4(1) (2) (3) (4)
(3)(1)(2)(3)(4)
(2)
(1)(2)(3)(4)
3,
(1) (2)(3) (4)
4(1) (2) (3) (4)
(3)(1)(2)(3)(4)
(2)
(1)(2)(3)(4)
3,
(1) (2)(3) (4)
4(1) (2) (3) (4)
(3)(1)(2)(3)(4)
(2)
(1)(2)(3)(4)
3,
(1) (2)(3) (4)
4(1) (2) (3) (4)
(3)(1)(2)(3)(4)
(2)
(1)(2)(3)(4)
3,
(1) (2)(3) (4)
4(1) (2) (3) (4)
(3)(1)(2)(3)(4)
(2)
(1)(2)(3)(4)
3,
(1) (2)(3) (4)
4(1) (2) (3) (4)
(3)(1)(2)(3)(4)
(2)
(1)(2)(3)(4)
3,
(1) (2)(3) (4)
4(1) (2) (3) (4)
(3)(1)(2)(3)(4)
(2)
(1)(2)(3)(4)
3,
(1) (2)(3) (4)
4(1) (2) (3) (4)
(3)(1)(2)(3)(4)
(2)
(1)(2)(3)(4)
20049__3____4___(1. 2. 3. 4.)
AIDMAA__2__I__3__D__5__M__7__A__9__)(1.2.3.4.5.6.7.8.9.10.)
__1____2____4__(1. 2. 3. 4.)
__1____4__(1. 2. 3. 4.)
__3___5_______4___7_ ________
____1. 2. 3. 4. 5. 6. 7. 8.
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1.:()
2. ()()
3. ()
4. ()
5.
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44
1.:
2. :
3.
4. :
5. :,
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60,000,000( 15%)
15,000,000 ()
150,000 ()
450,000 ()
350,000 ()
300,000 ()
()
()
5 %
(//)
5 %
5 %
(
)()
1.
2.
3.
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()
()
(3)
(5)
(4)
()
(7)
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( 1 )(1) (2) (3) (4)
( 3 )(1) (2) (3) (4))
( 4 ) (1) (2) (3) (4)
( 1 )(1) (2) (3) (4)
( 3 ) (1) (2) (3)
( 1 )
(1) (2) (3) (4) ( 2 )
(1) (2) (3) (4)
(1)
(1) (2) (3) (4)
4(1) (2) (3) (4)
(3)(1) (2) (3) (4)
(3)(1) (2)(3) (4)
(2)(1)(2)(3)(4
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(__1____4__ __________
(1.2.3.4.)
__2____4____5____6____7__(1.2.3.4.5.6.7. 8.)
___2_______4________5___(1.2. 3.4.5.)
__3____4__(1. 2. 3. 4.)
__1____3____6__(1. 2. 3. 4. 5. 6.)
__4____5____6___(1. 2. 3. 4. 5. 6. )
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1.2. 3.
4. 5.
6. 7.
(1)
(2)
(3)
(4)
(5)
(6)
(7)e
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, !
, , ,
, ,
,
,
,
,
(7)
()
()
(5)
(3)
(4)
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1.
2.
1. 2. 3.
4. 5. 6.
a.b.c.
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(1):
(2):
1. 2. 3.
(1) (1)
1 23
1 23 ()
(2) (2)
1 23
1 23 ()
(3) (3)
1 2 1(4) 21 2 3 3 4(5) 5 61 2 ()
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1.
2.
3.
62
4P
(Product,Price,Place,Promotion)
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()()()
()()()
64
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1.2.3.4.5
(B)(A)
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3.
2.2.
1.
5.
4.
6.
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LMS
3C 4P
1/2/31. 2.3. ......
1., 2.,3., .4.,5., .6.,7.
1., 2.,3.,
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( 2 )(1) (2) (3) (4)
( 2 )(1) (2) (3) (4)
( 1 )(1) (2) (3) (4)
2 (1) (2) (3) (4)
4 (1) (2) (3) (4)
3 (1) (2) (3) (4)
(1)
12)(3)(4)
(2)(1)(2)(3)(4)
(4)(1)(2)(3)(4)
(3)(1)(2)(3)(4)
(4)(1)(2)(3)(4)
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__2__4_______ _____
1. 2. 3. 4. 5.
_1____4_ ________1. 2. 3. 4.
__1____2__14.__3____4__ ______________________________5____6__ __7__
1. 2. 3. 4. 5. 6. 7.e 8.9.
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()()
()
()
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77
1.
2.
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Wellboughtmerchandiseishalfsold.
()
/
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K.P.I.
,()
Merchandising
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1. 2.
3.
1. =
2. =
=
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()
()
()
X
X
X
=
=
= X X
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(2002)
BEP
BEP
BEP
BEP
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2011/09/23
1,980,000 100% 220/300/ 2,640,000 100% 220/400/
220300301,980,000 220400302,640,000
1,980,000 100% 2,640,000 100%
943,100 47.6% 1,159,600 43.9%
594,000 30.0% 792,000 30.0%
118,000 6.0% 40,00027,000224,000 118,000 4.5% 40,00027,000224,000
+2+ +2+
10,000 0.5% 12,000 0.5%
9,900 0.5% 13,200 0.5%
132,000 6.7% 4003 132,000 5.0% 4003
79,200 4.0% 92,400 3.5%
1,036,900 52.4% 1,480,400 56.1%
484,200 24.5% 580,800 22.0%
1,000 0.1% 1,000 0.1%
7,200 0,4% 1800/ 7,200 0.3% 1800/
5,000 0.3% 5,000 0.2%
2,000 0.1% 2,000 0.1%
20,000 1.0% 20,000 0.8%
99,000 5.0% 105,600 4.0%
4,000 0.2% 4,000 0.2%
2,000 0.1% 2,000 0.1%
280,000 14.2% 6080 360,000 13.6% 80100
3,000 0.2% 3,000 0.1%
5,000 0.3% 5,000 0.2%
15,000 0.8% 15,000 0.6%
5,000 0.3% 8,000 0.3%
15,000 0.8% 20,000 0.8%
3,000 0.2% 3,000 0.1%
8,000 0,4% 10,000 0.4%
5,000 0.3% 5,000 0.2%
5,000 0.3% 12 5,000 0.2% 12
498,000 25.2% 498,000 18.9%
300,000 15.2% 300,000 11.4%
198,000 10.0% 8003 198,000 7.5% 8003
54,700 2.8% 401,600 15.2%
54,700 2.8% 401,600 15.2%
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:
(BEP)
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(4)(1)(2)(3)(4)
(1)
(1)(2)(3)(4)(2)
(1)(2)(3)(4)(3)
(1)(2)(3)(4)(4)
(1)(2)(3)(4)
(3)
(1)(2)(3)(4)(1)
(1)(2)(3)(4)(1)
(1)(2)(3)(4)(3) (StoreAttributes)
(1)(2)(3)(4)(1) (ProductPower)
(1)(2)(3)(4)
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14
1.2.3.4.
123451.2.3.4.5.6.7.
131. 2. 3. 4. 5.
2 361. 2. 3. 4. 5. 6.
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4C
Channels
Customer
Commodity
Communications and Circumstance
1-6-1-1
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1.
2.
3.
4.
5.
1.
2.
3.
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1.
2.
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3
2
2
1
1
0
1-6-1-4
0
1
2
3
4
5
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(1)(2) (3) (4) 24C
(1)Customers()(2)Commodity()(3)CommunicationandCircumstanceSetting()(4)Channels()
2
(1) (2) (3) (4) 1
(1) (2) (3) (4) 1(ProductPower)
(1) (2) (3) (4)(2)
(1)(2)(3)(4)
4P(Product)(Price)(Promotion)(Place)1. 2. 3. 4.5.
. 2.
1. 2.
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(1)(ProductPower)(1) (2) (3) (4)
___2_______3________4___
(1. 2. 3.4.5.)
__1____2____5____6__(1. 2. 3. 4. 5. 6.)
__1__(1. 2.)
__1__
(1. 2. )
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THANK YOU