???? ISURVEY . COM . TW

1
?????? ??????? ??? ?
? ? ???? ISURVEY . COM . TW
2
??
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?? ?? ??
?? Logical
illogical ?? ?? ???
??? ?????

3
?????? - Market Size ?????? - ?? VS ?? ???? VS ??
- ??????? ????????? - ???? ???? -
?????????? ????-??????????
4
?????? - Market Size
???? ???? E-ICP?????????
5
?????????
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?? (????)
?????

?????? ?????? ????
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?? (??????)
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6
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7
CASE 1 ??????
Fig01 ?????????????
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??????E-ICP?????

45
????????45,????????800??
8
???????????
?1-1 ???????????

??????E-ICP/??1559,n?1200
9
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10
?????? - ?? VS ??
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Next
Now
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??
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??/??
11
EXAMPLE 01????
?8 ?????????????

??????E-ICP?????
12
?8 ?????????????
??

??????E-ICP?????
Key Factor ???
13
EXAMPLE 02????
????????
Local Net
TAIPEI
SHANGHAI
Local Net
Inter - Net
Inter - Net
Local Net
Local Net
Local Net
Local Net
14
EXAMPLE 03????
????????
Virtual
???? (????)
Real
15
EXAMPLE 04????????
?????,???,?????
?? ??????? ????????? ??????? ???? ?? ?? ?? PDA ? ?
?
16
???? VS ?? - ???????
???? ????
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????
????
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17
EXAMPLE 01?????????
2003???????????????
?? - ????? 15.1
??? ????? 15.0
??? ????? 7.8
???? ????? 20.1
?? ????? 24.8
??? ????? 17.1
????2004?E-ICP????????
18
???????????
Activity
Application
??
Interest
??????
Opinion
?? ??
??? ?????
Factor Analysis Cluster
19
(No Transcript)
20
(No Transcript)
21
EXAMPLE 02???????
? 20 ???????????
22
EXAMPLE 03??????
???? (????????)
???? ????
??
??
???? ?????
????
23
????????? - ????
??/??
? ?
?? Concept
Research ??
?? ????
Fields Work
???
???? ? ? ?
Knowledge
??
??
24
-01???? - ??125?????
????125??? - ????? ????Brief????????
?????,????,????? ????2024???????????? ?????
?????Focus Group Interview?? ??????125CC/??125CC
????????2??????? ?????????????125CC? ???????????
??/??/???/??? ?????????? ??Slow
Motion?????????? ???????
25
-???????/??
???? ????(73) ????
???/???
????? ????(6.53.5) ????
125CC
???ICKEY ????????
Filly ??
100CC
???/???
AGE
17
29
20
????? ????(73) ????
90CC
????? ????
??/????
80CC
GOING CHACHA DIO JOG VINO/FIDDLE
??? ??
???/??
50CC
CC?
26
??????????? ??????????????????
??
??
Data Mining
Data Mining
?E-ICP?????? ???????? ??????? ??AU??
?????? ????????
??????? FGI/DI/???? ???????
??/??/??/?? ???????
????
????
Data Mining
Marketing Facts
27
?? VS ?????
????- ??????????(Representative)??? ?????,?????,??
?? ????- ????????(Typical)??? ?????,?????,???? ?
??????- 1.????(Pioneer Study),???????,
????????????????? 2.??????,????????????
?,????????? 3.????????,???????? 4.??????,OA???????
?
28
? 1 2002?????4?????????
High
?????(15) -????
?????(23) -???
?????(42) -???
Fashion
?????(20) -???
Low
Aggressive
Conservative
Personality
29
???? - ??????????
GI
????
DATABASE
DATA
Consumer Insight
Data Mining
Data Mining
C.I.
MDS
SKILLS
???
KNOWLEDGE
????
???
??
Data Mining
????
30
????? -????????
Hot Sell
??/??
????
????
????
????
AIO/??
????
?????
????
?????
??
????
????
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????
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31
-01????? ?????????
32
Q5??????????(??3?)(n414)
??/?? ?? ???? ????? ?????????? ???? ???? ???? ????
???/?? ????? ??/?? ????? ???? ?????

33
-02????? ???????
?1?2002????/???????????/N657
1.9 2003
???10?,??38????????/????2003??E-ICP
34
?7-1 ??????QOO?????
7??
4??
5??
23??
6??

35
-03???? ???????
36
-04???????-????????
?2-1 ????????(??3?)
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(??)?? (???)?? ?? ??? ?? ??? ?? ??/?? ?? (??)?? ??
?? (??)?? (??)?? ??? ??? ?? ?? ??? ???? ?? ??? ??
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37
?2-2 ????????????
????2003??E-ICP

38
5?????????-??????
???????????
??67.7 ??20.5 ????5.4

0.6
?? ????? ????? ????? ??????38??? ????????? ??????
??? ????????? ?????? ????? ????? ??????? ????????
??38???? ??????? ?????? ??????? ????? ????? ????
????? ??????? ???????? ?????? ????? ??28??? ??38
??? ??????? ????????
39
Fig03 20002001???????????

40
Fig05 ?????????

??/??? ????/?? ????/?? ????? ?????/?? ?? ???
?? ?? ???
41
6?????-????????
????2002??E-ICP ???? Q4-1.???????(??????)(SA)(??
) X Q4-3.?????(?????)(SA)(??) ??????????
???
19982001??????????

42
?????? VS ??????
?????
I
II
? ? ? ? ?
III
IV
43
? 4 IIV??????????
44
7?PDA??????-????????
? 6 ??????PDA???

??????E-ICP
45
? 6-1 ??????PDA???

????2004??E-ICP
46
????-??????????
??Events/Facts
???????
???????
RAW DATA ??????? ?????
??DATA BASE
????
????
Market Size/Market Share ?????/????????????/???? T
GI????/?????
??Information
?????
??/??
?????TYPE ??????? ???????????? ??????
??Knowledge
200500
??
????
??????????? ?????????????? CRM????E-ICP? ???,Just
Do it ?????
????Solution
20000200000000
47
Q A ???????????????