1

2004





2

1.

2.

93 Q&A

2
2009 12 31

3-2


3.

4.

3-3


3-4


3-5


Accountability

3-6


3-7


3-8


4P Product Price Place

Promotion 4P

4C Consumer wants and needs

Cost Convenience Communication

3-9


Facebook

3-10


3-11


5 6

7 8

4


5

6

7

8

3-12


accrual basis

9 10

Avatar

9

10

3-13


I
see you.

98

98 12 31










98

98

98

98
98
98
98

3-14


Influencer Marketing

3-15


deliver
feedback

Social Media Facebook Plurk

3-16


Mariah CareyMichael Jackson

Facebook
MP3

5 500 1,000

1000 5 5000

1000

KKBOX

3-17


vs

Riverdance
Michael Flatley

Riverdance 2010

1. 1.
2. stakeholders
3.


2.

3-18


stakeholder

Apple

1. 2008

3-19


2. Al Ries
2003

3. Josh Bernoff Charlene Li

2009

3-20


2009

2005
36.73% 11 2009
30.2% 2005
2005-2006 2006 12
0.4 0.3 0.3 12
30% 40%
30%

30%

15% 30%

11

2007 94
12
2005-2006
2008 405

3-21


52.0
22.4
19.3
16.2
15.6%
8.8%
7.7%
4.0
5.4%

20 40 13



2009

32.7
27.4
23.3
12.3
4.3

13
2004 2006

3-22


399
14
25%
79.6 15 2008 5
16

70

2009 60 60
60

14
153

28.8 96
15
132
16

3-23


9.0%11.0%11.6%60
25.3%

17
82 1950 40
2003 71

2005 8680 2015
1.5
2005 1530 2015 4300
10.8%

2000 2010 50%2020 2010 37%

17

2007

3-24


2005 2015
120 160 2.9%
110 140 2.4%
230 300 2.7%

65 2005
0.92 2015 1.14 2015
95%

2005 230 GDP 4%

2015 475
2015 58%

30 40

30 40 20 30
60 60

20

3-25


2009
12

3-26


2010

2010 1

3-27


18

18

3-28


19

Patronage

19

Q&A 2003 6-7
8-11

3-29


Donation

Collector

Sponsorship

Consumption

3-30


1996 1

2006 6 A & B
http://www.anb.org.tw

3-31


2004

2007

2009 4

3-32


DM
Kijiji

PTT



FaceBook
Plurk Twitter MySpace

3-33


3-34