I

40

V.S

II

1
2
4
8

10

14

17

23

23

24

26

28

III

30

33

35
37
38
41
44
46
55
64

IV

4-1

4 26

4-2

4 27

4-3

4 27

4-4

4 28

1-1 3
2-1

10

2-2 15
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2-4 20
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VI

( Marketing )

right timeright
place
right products

( Free Press )

Child:

312

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1-1
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TVInternetNewspaper
Magazine

Store Selling

1
2
3
4
5
6
7

Agency

40

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3
4
5

11998
21999
32002

1
2
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4http://www.chinamgt.com.tw
54P4C4V4R
http://www.chinatelecom.com.cn
6
7

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2


1
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319452001
4
5
6

4RRelationship Retrenchment Relevancy

Reward
4 VVersatility Value Variation
Vibration 4 C
Consumer Cost Convenience Communication
4P
6

Product Price Place Promo

UNICEF
1996

30 100

300

1995
1995 2000
1996


1994

1
50
2

50

54

80

83

90

2-1

10

40

50

40 50

11

70

1
2
3
4

80
1
2
3
4

12

90
1
2
3
4
5
6

2000
2002 2002
40 27
23 16 12 2002
2977 13.39%2467 11.91%
2199 9.89% 9466.3
1567.7 2228 2167
1188 1140 1036
599.26 277.48
2004 ISBN 2004 4 6
323 21%
2003 5
2004 1

2004

13

 10 7
6 21
700

1
2
3
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2-2

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2-2

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16

1
2
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4

450
65

2004 8

17

2004 9 3
79

1987
1987

1
2

18

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2

1
2

Book Club

50%

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100 500 30000 5

40 400
20 100

5000 1

19

40

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25

200

15

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1995

1
2

7500 .

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//

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Multichannel Marketing System

23

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1
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+ +
+
+
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+

1
2
3

24

1
2

25

4R
Relationship
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4-1 4R
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4V
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4-2 4V

26

4V

4C
Consumer
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4-3 4C
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P
Product
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27

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4-4 4P
4P

1
2
3

28

1
2
3
4

29

30

31

32

87
1999 89

85
1997

87
1998

88
1999

84
~

8756
87
87
76
87

92
87

http://www.dgbasey.gov.tw/
http://www.ncl.edu.tw/

88 92 11 10

http://www.ec.org.tw/promotw/bookedi/hou001.html

33

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93 01 19 http://www.ntl.gov.tw/Publish_List.asp?CatID=350
92 3 29

92 10 08
http://www.012book.com.tw/history/talk920409.html
92 7 10

92 10 08
http://www.012book.com.tw/history/talk920917.htm
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2002 e
92 10 08
http://www.012book.com.tw/history/talk911127.html
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93 9 10 2004
93 11 20
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93 3
2004 3
399 93 10 15
http://www.pep.com.cn/200403/ca386273.htm
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34

1. 4R 4R

2. 4R Rank

3. Realistic

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5.

6.

7.

35

8.

9.

10.

11.

12.

13.

14.

15.

36

92.09 92.10 92.11 92.12 93.01 93.02 93.03 93.04 93.05 93.06

93.07

93.08

93.09

37

93.10

93.11

93.12

94.01

94.02

1993

30 100

300

1995
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1996

38

 2000

1998

39

40

1994

DVDVCDCD-Rom

41

6
42

9
1

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43

UNICEF
1996

1995
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1998
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2000 500
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44

45

2003 3 29 230500

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1. 4R 4R

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5 8

()

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46

2.

47

3. Realistic

48

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49

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51

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52

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53

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54

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55

2004 5 4 400530

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1. 4R 4R

0 12
5

2. 4R Rank

0 12 0 5 6 12
young adult 1819

3. Realistic

56

2000 30
26 5 15 18
50 20

12 18 30 30 10 300 300

range 12 18

4. 4R Response

mail

5.

workshop 2003

57

6.

2000

CD DVD
CD DVD CD
T

character

DM
TV
SHOPPINGTV SHOPPING

58

7.

2000
2001 2003

8.

9.
59

60

10.

2000
2001 2003

11.

61

12.

13.

14.

62

63

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

1
2
3
4PowerPoint
5
6
7
8
9
10PowerPoint

64


1
2
3
4
5
6
7
8
9
10
11

65