Professional Documents
Culture Documents
tw
(02)2705-5066
www.wunan.com.tw
(02)2705-5066
www.wunan.com.tw
(02)2705-5066
GDP 73%
(Made
in Taiwan)(Service in Taiwan)
7-11HBODiscovery
JASONS UNIQLOZARA
3C
EMBA
iii
www.wunan.com.tw
(02)2705-5066
Know-how
mailtai_kuo@emic.com.tw
taikuo@cc.shu.edu.tw
iv
www.wunan.com.tw
(02)2705-5066
iii
1-1
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
www.wunan.com.tw
(02)2705-5066
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
www.wunan.com.tw
(02)2705-5066
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
www.wunan.com.tw
(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
www.wunan.com.tw
(02)2705-5066
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
www.wunan.com.tw
(02)2705-5066
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
www.wunan.com.tw
(02)2705-5066
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
www.wunan.com.tw
(02)2705-5066
xii
www.wunan.com.tw
(02)2705-5066
www.wunan.com.tw
(02)2705-5066
1-1
GDP
73%
OECD
(OECD)
(Era of Service Economy)
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%
002www.wunan.com.tw
(02)2705-5066
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
www.wunan.com.tw
(02)2705-5066
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.
( )
(Served by Taiwan)
004www.wunan.com.tw
(02)2705-5066
(1)
(7)
(2)
(8)
(3)
(9)
(4)
(10)
(5)
(11)
(6)
(12)
www.wunan.com.tw
(02)2705-5066
005
1-3
( ) Kotler (1991)
( )
( 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)
006www.wunan.com.tw
(02)2705-5066
A l a n D u tk a
Sincerity
Empathy
Reliability
Value
Interaction
Completeness
Empowerment
Alan Dutka
007
www.wunan.com.tw
(02)2705-5066
1-4
( )
( ) (Inseparability)
( )
( )
( )
( )
( )
( )
( )
( )
( )
( )
( )
( )
008www.wunan.com.tw
(02)2705-5066
(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.
www.wunan.com.tw
(02)2705-5066
1-5
12
2014 12 20
12
( ) 1.
2.
( ) 1.
2.
( ) 1.
2.
( ) 1.
2.
( ) 1.
2.
( )
( )
( )
( )
( )
( )
( )
010www.wunan.com.tw
(02)2705-5066
12
(1)
(4)
(5)
(6)
(9)
(10)
(11)
(12)
(3)
(8)
(2)
(7)
www.wunan.com.tw
(02)2705-5066
011
www.wunan.com.tw
(02)2705-5066
2-1
2-2
2-3
2-4
2-5 4P
2-6 4P vs. 4C
2-7 8P/1S/1C 10
www.wunan.com.tw
(02)2705-5066
2-1
(marketing) Marketing
(market) (ing) Marketing
(Marketing Objectives)
( ) (Cash
Flow)
( )
( ) (Marketing Share)
( ) (Brand)
(Brand Asset)
( )
014www.wunan.com.tw
(02)2705-5066
1.
Marketing Objectives
2.
3.
4.
5.
Marketing
Marketing
Manager
Brand
Manager, BM
Product
Manager, PM
Marketing
Planning Manager
www.wunan.com.tw
(02)2705-5066
015
2-2
(Customer Orientation)
7-ELEVEN
( )
1.
2.
3.
4.
5.
6.
( )
2. (McDonalds)
(1)24
(2)
(3) PDA
(4)
3.
(1)
(2)
(3)
(4)
(5)
(6)
016www.wunan.com.tw
(02)2705-5066
1.
2.
3.
4.
5.
6.
Marketing
Consumer
1 2 3 4 5 6 7 8 9
017
www.wunan.com.tw
(02)2705-5066
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.
( )
( )
( )
( )
( )
( )
( )
018www.wunan.com.tw
(02)2705-5066
2 6
019
www.wunan.com.tw
(02)2705-5066
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
020www.wunan.com.tw
(02)2705-5066
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
www.wunan.com.tw
(02)2705-5066
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
022www.wunan.com.tw
(02)2705-5066
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.
www.wunan.com.tw
(02)2705-5066
2-6
4P vs. 4C
4P 4P 4C
4P 4C
4P 4C
4P 4C 4C
(Customer
need)
R&D
3G
MP3
B2C
4P
4C
024www.wunan.com.tw
(02)2705-5066
. .
, 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
www.wunan.com.tw
(02)2705-5066