www.wunan.com.

tw
(02)2705-5066

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GDP 73%
(Made
in Taiwan)(Service in Taiwan)

7-11HBODiscovery
JASONS UNIQLOZARA

3C
EMBA

iii

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Know-how

mailtai_kuo@emic.com.tw
taikuo@cc.shu.edu.tw

iv

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iii

1-1

GDP 73% ............002

1-2

............004

1-3

............006

1-4

............008

1-5

12 ............010

2-1

............014

2-2

............016

2-3

............018

2-4

............020

2-5

4P ............022

2-6

4P vs. 4C ............024

2-7

8P/1S/1C 10 ............026

001

013

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3-1

............030

3-2

............032

3-3

............034

3-4

............036

3-5

............038

3-6

............040

029

4
045
4-1

3C ............046

4-2

12 ............048

4-3

7-11............050

4-4

............052

4-5

SWOT ............054

4-6

(Part 1)............056

4-7

(Part 2)............058

vi

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5
S-T-P
5-1

S-T-P ............062

5-2

S-T-P ............064

5-3

............066

5-4

............068

5-5

............070

5-6

............072

5-7

............074

6-1

............078

6-2

............080

6-3

............082

6-4

vs. ............084

6-5

SWOT ............086

6-6

............088

6-7

............090

6-8

............092

6-9

............094

061

077

vii

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(02)2705-5066

6-10

............096

6-11

............098

6-12

............100

6-13

............102

6-14

............104

6-15

............106

7-1

CRM ............110

7-2

CRM ............112

7-3

CRM ............114

7-4

CRM ............116

7-5

............118

7-6

RFM ............120

7-7

CRM ............122

8-1

............126

8-2

............128

viii

109

125

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8-3

(MOT)............130

8-4

P-Z-B ............132

9-1

............136

9-2

P-D-C-A ............138

9-3

............140

9-4

............142

9-5

............144

9-6

............146

9-7

............148

9-8

............150

9-9

............152

9-10

............154

9-11

............156

10

10-1

............160

10-2

............162

135

159

ix

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10-3

............164

10-4

............166

10-5

............168

10-6

............170

11

11-1

............174

11-2

............176

11-3

............178

11-4

............180

11-5

............182

11-6

............184

11-7

............186

11-8

............188

11-9

BU ............190

173

11-10 BU ............192
11-11 ............194
11-12 ............196
11-13 ............198
11-14 ............200

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 12

12-1

............204

12-2

............206

12-3

............208

12-4

............210

12-5

............212

12-6

............214

12-7

............216

12-8

............218

12-9

............220

203

12-10 ............222
12-11 ............224
12-12 ............226
12-13 ............228
12-14 ............230
12-15 ............232
12-16 vs. ............234
12-17 ............236
12-18 ............238
12-19 ............240
12-20 ............242
xi

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12-21 B2B B2C ............244

12-22 ............246
12-23 ............248
12-24 ............250
12-25 vs. ............252
12-26 ............254
12-27 M ............256

xii

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1-1 GDP 73%

1-2
1-3
1-4
1-512

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1-1

GDP
73%

OECD
(OECD)
(Era of Service Economy)

2015 GDP 73% 60%

(Charles Handy)

2015
(GDP) 73%
60%
2015 9 GDP
6.1%
2016 12
GDP 75% 2010 554
2016 630 57.9% 65%
12
GDP
2008 70.4% 24%

( )
2013 GDP9 GDP 12.6
73.2%
( )
2013 604 1,040
58.0%

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2013 G D P

GDP

GDP

1.8%

7.0%

25.2%

33%

73%

60%

GDP

GD P 1 9 8 1 - 2 0 1 3

003

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1-2

(2014 )
( ) 2014

IC
( )

( )
2004 3
1. (Service)2. (Market)3.
(Inno-value)4. (Life) 5. (Employment)
(Brighten Taiwans Smile )

2004 9 20

( ) 12
1. 2. 3.
4. 5.
6. 7. 8. 9.
10. 11. 12.

( )
1.
2. 3.

( )

60% 74.3% 65.4%

(Served by Taiwan)

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(1)
(7)
(2)
(8)
(3)
(9)
(4)

(10)

(5)
(11)
(6)
(12)

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005

1-3

( ) Kotler (1991)

Zeithaml Berry (1996)

(Deed) (Processes)
(Performates)

( ) Juran (1974) (work performed

for someone else)
( ) Buell (1984)
(Activities)
(Benets) (Satisfactions)
( ) (1975)
( )

( )

( 1991)

( )
(Service)
1.S (Ssmile for everyone)2.E
(Eexcellence in everything you do)3.R
(Rreaching out to every customer with hospitality)
4.V (Vviewing every
customer as special)5.I (Iinviting
your customer to return)6.C (C
creating a warm atmosphere)7.E (E
eye contact that shows we care)

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A l a n D u tk a

Sincerity

Employees with polite and courteous manner.

Empathy

Employees with the will of becoming the role of customers.

Reliability

Employees with professional knowledge and honest attitude.

Value

Employees provide a service which beyond customers expectation.

Interaction

Employees with responsive manner and good communication skills.

Completeness

Employees do their best in providing services to the customers.

Empowerment

Employees could handle the various customers requests in time.

Dutka, Alan (1994), AMA Handbook for Customer Satisfaction, Chicago: NTC Publishing
Group in Association with American Marketing Association.

Alan Dutka

007

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1-4

( )

( ) (Inseparability)

( )

( )

( )
( )

( )
( )
( )
( )

( )

( )

( )

( )

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(1)

(2)

(3)

(4)

Goods

Services

Resulting implications

1.

1.

(1)
(2)
(3)
(4)

2.

2.

(1)
(2)
(3)

3.

3.

(1)
(2)
(3)
(4)

4.

4.

(1)
(2)

009

1.
2.
3.
4.
5.
6.

1.
2.
3.
4.
5.
6.

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1-5

12

2014 12 20

12
( ) 1.
2.

( ) 1.
2.

( ) 1.
2.

( ) 1.
2.

( ) 1.

2.

( )
( )
( )
( )
( )
( )
( )

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12
(1)

(4)
(5)
(6)

(9)
(10)
(11)
(12)

(3)

(8)

(2)

(7)

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011

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2-1
2-2
2-3
2-4
2-5 4P
2-6 4P vs. 4C
2-7 8P/1S/1C 10

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2-1

(marketing) Marketing
(market) (ing) Marketing

(Marketing Objectives)

( ) (Cash
Flow)
( )

( ) (Marketing Share)

( ) (Brand)
(Brand Asset)

( )

014www.wunan.com.tw

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1.

Marketing Objectives

2.
3.

4.

5.

Marketing

Revenue & Prot

Marketing
Manager

Brand
Manager, BM

Product
Manager, PM

Marketing
Planning Manager

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015

2-2

(Customer Orientation)

7-ELEVEN

( )

1.
2.
3.
4.
5.
6.
( )

1. (7-ELEVEN)ibon City Caf ATM

2. (McDonalds)
(1)24
(2)

(3) PDA
(4)
3.
(1)
(2)
(3)
(4)
(5)
(6)

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1.
2.
3.
4.
5.
6.

Marketing

Consumer

1 2 3 4 5 6 7 8 9

017

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2-3

1
2
3
4
5
6

26
1. 2. 3. 4.
5. 6. 7.
8. 9. 10.
11. 12. 13. 14.
15. 16. 17.
18. 19.
20. 21. 22. VIP
23. 24. 25.
26.

( )
( )
( )
( )
( )
( )
( )

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 2 6

019

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2-4

7-ELEVEN

7-ELEVEN 7-ELEVEN
1. 2.
3.
4.
5.
6. 7-ELEVEN

1 Nissen
Nissen
30 500

2 7-ELEVEN POS FC
7-ELEVEN 30
FC
14

POS
POS 7-ELEVEN1,000

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Ni s s en

V.O.C
(Voice of customer)
( )

POS

7- 11

7- ELEVEN

OPEN

icash

7net

7-SELECT

ibon

City Caf

ATM

1 2 3 4 5 6 7 8 9 10 11 12

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021

2-5

4P

4P (Marketing 4P
Mix) 4P
4P

1. (Product)
2. (Place)
3. (Price)
4. (Promotion) 4P

4P
4P
4P
4P
1.

2.

3.

4.

4P

(Mix)

4P P

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 4P

2.(Place)

3.(Price)

4.(Promotion)

1.(Product)

4P
1.

3.

(Marketing Target)

(Product)

(Promotion)

(Place)

(Price)

4P(Marketing 4P Mix)

2.

4.

023

4P /1S
4P/1S

1.

(R&D)/

2.

3.

4.(IMG)
5.

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2-6

4P vs. 4C

4P 4P 4C
4P 4C

4P 4C
4P 4C 4C

(Customer
need)

R&D

3G
MP3

B2C

4P
4C

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. .
, 2015.11

ISBN 978-986-451-031-3
1.; 2.; 3.
489.1

104020607

3M73

12

106 339 4

(02)2705-5066

(02)2706-6100

http://www.wunan.com.tw/shu_newbook.asp

wunan@wunan.com.tw
01303853

(02)2249-7714

235 15 1 7

(02)2249-8716

2015 11

380

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