行銷概念與網路行銷 - 智勝文化 · · 2011-03-25(consumer's needs and wants ......
TRANSCRIPT
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1.1
4P4C
5C
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The Production Concept
Product Concept
Sales Concept
Marketing Concept
Societal Marketing Concept
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4PJerome McCarthy 1964
Product PricePlace
Promotion
2004
4P
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Product
Price
Place
Promotion
1-1 4P
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4P4C
4P 4C
Product Consumer's needs and wants
Price Cost & value to satisfy to needs & wants
Place Convenience
Promotion Communication
1-2 4P 4C
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5C
4P 5C
Product Consumer
Community
Price Cost
Place Convenience
Promotion Communication
1-3 5C
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1.2
1.
2.
3.
4.
5.
6.
Philip Kotler1999 Market Segmentation Target MarketPositioning
1-1 STP
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1-2
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Marketing an IntroductionPhilip Kotler
1-3
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1.3 4P
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($)
0
1.4
2006
1-4
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1.5
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~ ~
~
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:SWOT
, ,
, ,
,
,
1-5 SWOT
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1-4
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1.6
brand
"burn"
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1-6
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1 Acer 14.01 447.06
2 HTC 13.71 437.27
3 Asus 12.85 410.07
4 TrendMicro 12.28 391.69
5 MasterKong 10.66 340.14
6 Want-Want 4.82 153.82
7 Maxxis 3.91 124.76
8 Giant 2.91 92.82
9 Synnex 2.76 87.94
10 Transcend 2.40 76.46
11 Uni-president 1.97 62.84
12 Advantech 1.97 62.82
13 D-Link 1.67 53.14
14 Zyxel 1.59 50.65
15 Merida 1.46 46.54
16 Johnson 1.36 43.38
17 Gigabyte 1.06 33.78
18 CyberLink 1.04 33.17
19 Genius 0.68 21.83
20 Depo 0.50 16.03
1-5 2010
Branding Taiwan 2010
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1 Coca-cola 70,452
2 IBM 64,727
3 Microsoft 60,895
4 google 43,557
5 GE 42,808
6 MacDonald 33,578
7 Intel 32,015
8 Nokia 29,495
9 Disney 28,731
10 hp 26,867
11 Toyota 26,192
12 Mercedes-Benz 25,179
13 Gillette 23,298
14 CISCO 23,219
15 BMW 22,322
16 LV 21,860
17 Apple 21,143
18 Marlboro 19,961
19 Samsung 19,491
20 Honda 18,506
Interbrand, 2010
1-6 2010
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1.7
1-7 v.s
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1.8
Moores Law
Metcalf Law
Law of Diminishing Firms
Larry Downes
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= 2=n^2-n*v
1-7 Metcalf Law
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1-8
11.1 4P4C 5C 1.2 1.3 4P1.4 1.5 17:SWOT1.6 23 241.7 1.8 27 28