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시대의 마케팅전략 - contents.kocw.netcontents.kocw.net/document/15_10.pdf · 트렌드...
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Page 1 Marketing Strategy 제 15 장 디지털 시대의 마케팅전략
Transcript of 시대의 마케팅전략 - contents.kocw.netcontents.kocw.net/document/15_10.pdf · 트렌드...
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Marketing Strategy
15
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Marketing Strategy
What is Wikipedia?
2000 3 Nupedia
: Larry Sanger, Jimmy Wales
2001 1 15 wikipedia.com
2001 18 -> 2002 26
2003 46 -> 2004 161
http://en.wikipedia.org/wiki/Wikipedia wikipedia =>
,
, Wiki
Wikipedia
2 100
10
http://en.wikipedia.org/wiki/Wikipedia -
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Marketing Strategy
What is Wikipedia?
( Directory)
Sub
Wiki
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Marketing Strategy
Wikipedia
1.
8 , Wikipedia 2
100
92
2. Contents
.
3. Wikipedia
( , )
Wikipedia
2
8 100
What is Wikipedia?
Wikipedia
, , ,
Wikipedia
,
350 8
0`~ 10 ( 5) 5 ~ 9 (7)
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Marketing Strategy
, Google
Wikipedia
Wiki
www.Wikia.com
Google
Wikipedia DB
http://www.wikia.com/ -
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Marketing Strategy
. . , . . , , . .
[]
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Marketing Strategy
14
II.
I.
III.
IV.
V.
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Marketing Strategy
1.
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Marketing Strategy
, , , .
.
.
. . PK() .
. , .
. .
. .
. .
. .
KT(2010), Lifestyle and Core Value of Future Consumer
(1)
2.
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Marketing Strategy
Lead User
.
lead user Lead User , ,
Lead User /
(2) : Lead User
2.
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Marketing Strategy
Opinion Leader
TV TV Weimann(1991) , Network position , ,
(2) : Opinion Leader
2.
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Innovative Consumer
,
,
(2) : Innovative Consumer
2.
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Marketing Strategy
Market Maven
information seeker
smart buying
, evoked set
. , .
(2) : Market Maven
2.
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Marketing Strategy
Hub
(2) : Hub Broker
2.
Hub : , Broker: ,
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Marketing Strategy
Prosumer
, , [DIY]
.
CJ
G
/
DIY
2.
(2) : Prosumer
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Marketing Strategy
AISAS
2.
(3)
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Marketing Strategy
AISAS
,
,
.
. .
2.
(3)
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Marketing Strategy
AISCEAS
- .
/ .
.
2.
(3)
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Marketing Strategy
,
.
GRM: CF:
2.
(3) :
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Marketing Strategy
-
,
,
2.
(3) :
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Marketing Strategy
,
- Opinion leader, Innovator Market Maven, Lead User, Prosumer - - Social Network Service
2.
(3) :
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Marketing Strategy
(Collective Intelligence)
.
: , :
SERI(2009), :
3.
(1) NPD Process :
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Origin of game GameFreak
Nintendo
Produce Creatures
Publisher Media mix produce
Original rights
holders
Copyright management
Copyright Meeting
Suggest commercialization
Animation producing Product promotion
Broadcasting
Permission
Toy, Confectionary, Food, stationary, electric, clothing etc
Suggest commercialization
Licensor
Licensee
Shopro Shopro production
Publishing
Cartoon
Game/Digital
contents
TV
Character License
/ ,
, ,
3.
(1) NPD Process :
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,
2. tame()
1.
tame pet. , () ,
150
3.
(1) NPD Process :
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Marketing Strategy
NPD Process
,
NPD
screening
SERI(2009), :
3.
(1) NPD Process : NDP Process
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Marketing Strategy
, Lead User
SERI(2009), :
(1) NPD Process : NDP Process
3.
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Marketing Strategy
SERI(2009), :
(1) NPD Process : NDP Process
3.
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Marketing Strategy
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,
SERI(2009), :
(1) NPD Process : NDP Process
3.
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Marketing Strategy
SERI(2009), :
3.
(1) NPD Process : NDP Process
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Marketing Strategy
,
(2007), .
3.
(2)
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Marketing Strategy
Solution product
, , (=+), DMB(=DMB+), (=+a)
(2007), .
3.
(2)
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Marketing Strategy
,
target
, ,
(2007), .
3.
(2) :
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/
( )
[utilitarian] Effective, Helpful, Functional, Necessary, Practical , [hedonic] Fun, Exciting, delightful, Thrilling, Enjoyable , /
Voss et al.(2003), Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude
(2) :
3.
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Marketing Strategy
/
1) MP3 2)
Gill(2008), Convergent Products: What Functionalities Add More Value to the Base?
3.
(2) :
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Marketing Strategy
Feature Fatigue
(capability) (usability)
(why) (how)
,
Thompson et al(2005), Feature Fatigue: When Product Capabilities Become Too Much of a Good Thing
3.
(2) :
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Marketing Strategy
Feature Fatigue
, Fopt variation
Thompson et al(2005), Feature Fatigue: When Product Capabilities Become Too Much of a Good Thing
3.
(2) :
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Marketing Strategy
,
: ) V3 : ) Achieve : ) MS Window : ) vs. , / (ex. Dell), //,
(1)
4.
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Marketing Strategy
[]
/ : ( , ) / : (ex. ) Ex 1) : Ex 2) : MS Office Ex 3) : Ex 4) :
(2)
4.
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Marketing Strategy
( ), ()
LG(2008),
4
(3)
4.
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, /
,
- : - : -
LG(2008),
(3)
4.
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Marketing Strategy
[Word-of-Mouth]
Natural WOM: 27% . , / Stimulated WOM: . Attention-getting marketing activity . .
(1)
5.
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,
,
(1)
SERI(2008),
5.
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Social Media
Social Media
(Stimulated WOM )
, , , , , , , []
(1)
5.
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Trendsetter, Maven, Connector .
(2)
1.
5.
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Marketing Strategy
, .
(2)
5.
2.
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Marketing Strategy
/ .
5.
(2)
3.
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Marketing Strategy
SERI(2008),
,
, ,
5.
(2)
4.
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Marketing Strategy
SERI(2008),
:
,
[factsheet]
(2)
4.
5.
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Promoted Tweets
,
Promoted Tweets . .
5.
(2)
5.
