管理企劃工具運用140.126.122.189/upload/1052/B11210B201612251727541.pdf · 1. tbsa...

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管理企劃工具運用 BA-CHU/2017

Transcript of 管理企劃工具運用140.126.122.189/upload/1052/B11210B201612251727541.pdf · 1. tbsa...

  • BA-CHU/2017

  • 1

    .....................................................................................................................................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

    1 2 3

    123

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    21

    1. (SWOT) ((K.P.I.) ) ()

    2. 3. 4.

    /

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    ///

    123

    ?

    (StrategicIntent)

    (StrategicMap)

    (StrategicLeverage)

    (StrategicChoice)

    (Strategicdeployment)

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    p20

    BCG

    SWOT

    (R.O.I.)

    p21

    22

    SWOT/ / /

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    BCGPLC

    BCGMatrix,PLC BCGGrowthMatrix

    1.2.

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    Cost

    (Lanchesters Law)

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    TBSA

    33

    TBSA

    45

    (AmericanMarketingAssociationAMA)

    ()

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    Product / Price / Place / Promotion / / /

    Segmentation: Targeting: Positioning:

    PEST

    BCGPLC

    S W O T

    PESTPORTERSWOT

    PEST (Political)

    .

    PESTPORTERSWOT

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    (Economic)

    PESTPORTERSWOT

    PEST

    (GNP) (GDP)

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    ()

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    PESTPORTERSWOT

    PEST

    (Demographics) (PopulationGrowthRate) (Population) (Households)

    (MainstreamCulture)

    (Subculture)(Values)(Penetration)

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    PESTPORTERSWOT

    PEST

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    (Technological)

    PESTPORTERSWOT

    PEST

    ()

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    PORTER

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    PORTER

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    Strength Weakness

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    SWOT

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    p54

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    45

    STP

    STPSegmentation Targeting Positioning

    4P

    Product

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    Segmentation

    / / /

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    (1) (2)

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    (////)

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    1825

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    1. 2. 3.

    STP

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    --

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    STP

    /

    12

    10%

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    ?

    DesignTechnology

    UsefulnessValue

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    CostplusPsychologicalSkimmingPenetrationLossleader

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    /

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    -

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    TBSA

    68

    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)

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    (O)

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    (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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    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

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    678

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    CH7-3P.123

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    CH7-5P.125

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    (/)

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    678

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    TBSA

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    M

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    Century21 Century 20

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    comfortzone

    21

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    WinnersCircle

    1090

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    910111213

    ?

    (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)

    -

    -

    1. (specialization)2. (differentiation)

    3.(segmentation)80/20

    4.(concentration)5.(positioning)

    -

    (1/2)

    (2/2)

    ()()()

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