管理企劃工具運用140.126.122.189/upload/1052/B11210B201612251727541.pdf · 1. tbsa...
Transcript of 管理企劃工具運用140.126.122.189/upload/1052/B11210B201612251727541.pdf · 1. tbsa...
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BA-CHU/2017
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.....................................................................................................................................11. 01 ..........................................................................................................4
1.1. 1.........................................................................................................41.2. 2.................................................................................................41.3. 3. ...........................................................................41.4. 4.........................................................................................................51.5. 5.................................................................51.6. 6. ...................................................................................................61.7. 7.........................................................................................................61.8. 8.....................................................................................................6
2. 02 ..................................................................................................72.1. 1.........................................................................................72.2. 2.................................................................................................72.3. 3.............................................................................................................72.4. 4.................................................................................................8
3. 03 ............................................................................................103.1. ? ...................................................................................103.2. .....................................................................113.3. .........................................................................................16
4. 04 ........................................................................................................194.1. 1.......................................................................................194.2. 2.......................................................................194.3. 3...............................................................................................204.4. 4...................................................................................................20
5. 05 ........................................................................................245.1. STP .......................................................................................................245.2. .................................................................................305.3. .....................................................................................................315.4. .........................................................................................335.5. .........................................................................................355.6. //......................................................................................36
6. 06 ....................................................................................386.1. 1.?................................................................................................386.2. 2...................................................................................................406.3. 3...........................................................................................44
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6.4. 4.?....................................................................................487. 07 ................................................................................................51
7.1. .................................................................................................517.2. .............................................................................................................517.3. .................................................................................................................517.4. .................................................................................................................527.5. .....................................................................................................537.6. .....................................................................................................................55
8. 08 ....................................................................................................558.1. ? ...............................................................................55
9. 09 ............................................................................569.1. .............................................................................569.2. .........................................................................569.3. .........................................................................57
10. 10 ....................................................................................5810.1. .................................................................................5810.2. .........................................................................................5810.3. .............................................................5910.4. : ....................................59
11. 11 ............................................................................................5911.1. .........................................................................5911.2. .............................................................6011.3. .................................................................6011.4. .............................................................................6111.5. .........................................................................................6111.6. .........................................................................................6211.7. .............................................................................................63
12. 12 ................................................................................6412.1. .........................................................................................6412.2. .................................................................................6512.3. .................................................................................................6612.4. .........................................................................................68
13. 13 ........................................................................................6913.1. .........................................................................................6913.2. .........................................................................................6913.3. .............................................................................................6913.4. .....................................................................................69
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13.5. .....................................................................................70
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TBSA
TBSA
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123
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1. (SWOT) ((K.P.I.) ) ()
2. 3. 4.
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(Documentation)
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123
?
(StrategicIntent)
(StrategicMap)
(StrategicLeverage)
(StrategicChoice)
(Strategicdeployment)
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p20
BCG
SWOT
(R.O.I.)
p21
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SWOT/ / /
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BCGPLC
BCGMatrix,PLC BCGGrowthMatrix
1.2.
3.
1.2.3.
1.2.
3.
1.2.
3.
ProductsPresent New
Pres
ent
New
Mar
kets
SWOT(1/2)
:? ?
:? ?
SWOT(2/2)
SO
ST
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4
Cost
(Lanchesters Law)
()
TBSA
33
TBSA
45
(AmericanMarketingAssociationAMA)
()
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5
Product / Price / Place / Promotion / / /
Segmentation: Targeting: Positioning:
PEST
BCGPLC
S W O T
PESTPORTERSWOT
PEST (Political)
.
PESTPORTERSWOT
PEST
(Economic)
PESTPORTERSWOT
PEST
(GNP) (GDP)
(BusinessCycle)
()
(Economic)
PESTPORTERSWOT
PEST
(Demographics) (PopulationGrowthRate) (Population) (Households)
(MainstreamCulture)
(Subculture)(Values)(Penetration)
(IlliterateRate)
(Socialcultural)
PESTPORTERSWOT
PEST
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6
(Technological)
PESTPORTERSWOT
PEST
()
()
()
()
PESTPORTERSWOT
PORTER
PORTER
PESTPORTERSWOT
PESTPORTERSWOT
PORTER
/
PORTER
PESTPORTERSWOT
PORTER
PESTPORTERSWOT
PORTER
PESTPORTERSWOT
Strength Weakness
Opportunity Threat
SWOT
PESTPORTERSWOT
p54
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45
STP
STPSegmentation Targeting Positioning
4P
Product
Promote
Place
Price
Segmentation
/ / /
/ /
Positioning
(1) (2)
(3) (4)
(5)
(1) (2)
(3) (4)
Targeting
STP
(////)
(:)
STP
()
--
STP
()
()()()
--
STP
--
STP
1825
STP
1. 2. 3.
STP
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8
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STP
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STP
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12
10%
(1)(2)(3)/
?
DesignTechnology
UsefulnessValue
QualityPackagingBranding
Warranties
RetailWholesaleMailorderInternet
Directsales
SpecialoffersAdvertisingLeaflets/poster/GiftsCompetitionsRecommendationUsertrails
CostplusPsychologicalSkimmingPenetrationLossleader
FoundersEmployees
ManagementCulture
Customerservice
InterfaceComfortFacilities
PLACE
PRODUCT
PRICE
PROMOTION
PHYSICAL ENVIRONMEN
T
PROCESS
PEOPLE
ServicedeliveryComplaintsResponsetime
TARGETMARKET
/
()
()()
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TBSA
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TBSA
678
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CH6-1P.104?
CH6-1P.105
CH6-1P.106
SMART
85
CH6-2P.106-107
.
CH6-2P.108~109
(corporatestrategicplanning) BCGPEST
AnsoffPorter
(businessoperationalplanning) SWOT4P
(supportingstaffplanning)
(Opportunity) (Threat)
(Strength) (Weakness)
CH6-2P.110SWOT
WT:MiniMini
ST:MaxiMini
WO:MiniMaxi
SO:MaxiMaxi
(T)
....
(O)
.
(S)....
(W)...
88
CH6-2P.111SWOT CH6-3P.111
SWOT
What Why///WhomWhen Where //Who/ How Howmuch EvaluateEffect
CH6-3P.1126W2H1E
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CH6-3P.113
1
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2
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()4
CH6-3P.113
p93
CH6-3P.114
93
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CH6-4P. 115
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(Dimension)(Context)
? CH6-4P.117-118
showthemthemoney
678
()
before after
:23
CH7-3P.123
:671
CH7-4P.124()
:1 :6723
CH7-5P.125
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(/)
1) 2) 3) 4) 5) 6)
678
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TBSA
TBSA
0910111213
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M
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M
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Century21 Century 20
20 & 21 (Entrepreneurship)
comfortzone
21
21
1)
2)
3)
4)
5)
1)
2)
3)
WinnersCircle
1090
3
1)
2)
3)
4)
5)
6)
7)
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910111213
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(PersonalStrategicPlanning:P.S.P.)
clarityprinciple focalprinciple concentrationprinciple
1. Futureorientation
2. Longtermperspective
3. Idealization
4.
5.
(ego)(id)(superego)
1.2.3.
~1895(SigmundFreud)
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1.
2.
3.
4.
5.
Goal
(personaltense) (presenttense) (positivetense)
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1. (specialization)2. (differentiation)
3.(segmentation)80/20
4.(concentration)5.(positioning)
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(1/2)
(2/2)
()()()
()
1)
2)
3)
4)
5)
6)
7)
1)
2)
3)
B
4)
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