1

planningcommunication

CI

70%30%

70%30%

70%30%

70%30%

70%30%
30%70%
70%30%30%70%

MBA

70%

80%20%20%

50%
50%

MBA

MBA

MBA

MBA

110

431

43143
1
4
What
How
When
Who
3

431
431

01
XY
431

WTO

1%100%

2003
3720044.520056
20067

20031 000
20045 000

5 000
200462005

7 00040%60%

IBM

IBM
500

1010

3 000


OEM

CEO

OEM
OEMOEM

80%
15%5%
35%55%10%

()

8(30
)5(20
)2430
15690%
58


125
80300
200

OEM

OEM

2070

IT

IT

TCLTCL1 500

2003113TCLTCL-
TCLTCL67%33%
TCLTCLTCL200

TCLTCL

500

130

2003400535

2002

200120029
2002122003
52003520.03%

1998

5H4W

5001979
67

2001

1989

4
5

80%20%

100%80%20%
20%

80%20%
80%20%

IBMIBM

IBMCEO

1981

20018

NBA

1
2
3
4

700

19875 000

500

200030

1
515
20
2

3
2030~40

71500
40 ~501 0003011~12
7~83.5

99%

CI

500

who
(mission)

what
vision

how(motto)

? 3M
?
?
?
?
?
?
?
?
?
?
?
?

1010
10

5~10
5

10

102030

()()()
()()

10

()


100
100

?
?
?
?

01

80%20%