Title: ???Les Enphants?????????????
1?????????
2 95153401 ??? 95153407 ??? 95153408 ???
95153414 ??? 95153417 ??? 95153421 ???
95153431 ??? 95153444 ???
3????
- ??????
- ????1971?
- ??????3500?
- ???????1900?
- ???Les Enphants?????????????
- CI???
- ?????????????Peace and Hope???,??????
- ph??????????
- ???????????,??????????,????????
- ????????????????????
4????
- ???????????(Committed to Children)
- ????????
- ??????????,?????????
- ???????????,?????????????
- ?????????????
- ????????????,????????????
- ??????,?????
- ????????????????????
5???????????????????????
1971
?????????????
1973
????????????
1977
?????????????????
1978
????
??????NUK???????
1984
????FAMILIAR??????
1985
??????,?????CATIMINI??????????
1987
1989
??OSHKOSH???????
????DISNEY BABIES??????
1991
??????????
??????NAC NAC??????????
?????????????????????????????
???????????
1992
??????????????????
1993
???????????????,????COMBI??????
6????????????????????
2003
????????????open for kids????????????
2004
??????SCCORE???PETIT CHOU?
?????????????
????
?????????????????
2005
?????????????Q-BEE????
????iBaby Mall ?????????????
?????PLUS????
2006
??????MY NUNO,??????????????????
??????????
???????????????????
2007
?????????ARMANI JUNIOR,??????????
2008
???Yahoo!???????,??????????
?????????????????
2009
??????????60???
7- ????
- ????
- ??
-
- ??
- ??
- SWOT??
8????
- (?) ???? (general environment)
- ????????????
- ??PEST???????????
- (?) ???? (specific environment)
- ??????????????????
- ???????????????
9(?) ????PEST????
?? /???? (political/legal environment)
???? (economic environment)
???? (technological environment)
??
??/???? (social/cultural environment)
10- (1) ??/????
- .????????????????
- .???????????????
- .?????????????
- .???????????
- (2) ????
- .?????????????,?????????
- .??????,??????????
11- (3) ??/????
- .?????????????,??????????
- .?????????????
- .??????????????
- .?????????
- .?????????
- (4) ????
- .???????????????
12(?) ??????????
????? (new entrants)
threat
??
???
???
???(suppliers)
?? (buyers)
???????(rivalry)
bargaining power
bargaining power
??
threat
???(substitutes)
13- (1) ???????
- ??????????,?????????Mothercare ?????
- ????????????
- (2) ????????
- ??????,?Nike?adidas?
- ?????????
- ??????????
- (3) ??????
- ?????????
- ?????????????
- ??????????
14- (4) ????????
- .????????????????????
- .???????????
- .?????????,???????????
- (5) ???????
- .????????,?????????????
- .???????????????????
- .???????????????
??????????????
?????????????
15- ??????
- ???????SWOT????????
16S
W
T
O
?? Opportunity ?? Threat
.?????????? .?????????????? .????,???????? .????????? .???????????? .????????????? ?????,??????? .??????? ?????? .?????,??????? .????????????
17 ????
- (?) ??
- ??????????
- (?) ??
- ?????????????
- (?) ??
- ???????????????????
18(?) ??
- ????,????
- ????????????????????????,???
- ?????????????,??????????????
- (2) ????
- ???-??-?????????????????,???
- ????,??????????,?????????????
19- (3) ????,??????
- ??????????????,??????????????
- ???,???????????????
- (4) ??????
- ??15??????
- ?????????????????? ,?????????????????
20- (5) ?????????
- ????????????,????????????????
- ???????????,????????????????
- (6) ?????? ?????????
- ?????IT???????????1.5,?????????
- ??????????
21(?) ??
- ??????
- ???????????????,?????????????
- Les Enphants?Les Enphants Plus?Open for Kids ???
22(?) ??
- ???????
- ????????????????,????????????
- ????????
- (2) ??????
- A. ??????????????
- B. ????????????
- C. ?????????????,?????????????
- ?????,??????????
23????
24?????????????SWOT????????
25S
W
O
T
?? Strengths ?? Weaknesses
.????,????? .????? .????? .??????? .?????????? .???????? .??????? .?????????????? ??? .?????????????, ?????????????? ??? .??????,??????? ???,?????
26- ???
- ??????
- ?????
-
- ?????
- ??????
- ??????
- ????
27???
?????? ?????????????? V.S.?????????
?????? ?????????????
???????? ??????
28??????
- ??????
- - ????????
- - ????????
- - ????????
- - ????????
- - ???????
-?? -?? -????
29??????
- ??
- ?????
- - 60 OEM??????? (??)
-
- - 40 ????
- ??????
- ???????
- - ???????? - Nacnac ????
- - ??????? - My Nuno ??
30?????-??????
0-8? ????
0-8? ?????? ????
6-12????? ????? ????
??????
?????
??????????
???????????????
31?????
- ??????
- ????????
- ???????
- ???????????
32??????-??
????
? ????????? ? ????????????? ?
???????????????????
????
???
33??????-??
34??????-?? ??
- ?????????????????
- Facebook????????
35????
36- ????
- ??????
- ??????????
- ??????
- ???????????
37????????
?? ???
???? 1429?
?? (?open for kids) 279?
?? 77?
?? 50?
??? 36?
?? 1,871?
38??????????
2005 2006 2007 2008 2009
?? 253 254 262 274 279
?? 514 656 828 1196 1429
??? 242 233 184 171 163
?? ?? 1,009 1,143 1,274 1,641 1,871
20052009 ????????
39??????????
40??????????
- ???? (??????????????) ?
- ???????????
- ????-????????????????????
- ???????-????STP?
41???????
- (1)???????????
- (2)??
- -- ???
- ????????2?????,????????
- ????????????????,??????1???
- -- ???
- ????????1.5?????,????????
- ????????????????,??????7500??
42??????????
- ???????????,
- ????????????
43????-???????????????????
- ?????????????
- ?????????/?????
44?????(Segmentation)
- ????????-???????,??????????,????????????,?????????
- ????,?????????????
- ????,?????????????
- ????,?????????????
- ????,??????????
45?????(Segmentation)
- ??????-??????
- (??????????????????????????????
- ?????)
- ????-
- ?????????????????,??????????
- ??????????????
- ???????????????????
46??????(Target Market)
- ???7??????????????,????????
-
- ?????????
- ??????????Z????,?????
- ???????,?????????,?????????
47??(Positioning)
- ????????,?????????????????
-
- ???????(Ex????????????)
- Q ???????????????????????
- A ????????????????????,?????
- ????7000???????????
48???????
???? ??
????
?
???? ??
49????
- ????,????
- ??DISNEY???????????
- ????????
???? ??
????
- ????????
- ????????---??,?????
- ?????,???,????
- ??????????
- ???????
???? ??
50???????????
?? ???? (?????)
?????? ????????? ?????
?????? ?????? ????
???? ????? ???????????
51 ?????
52??
- ?????
- ??????,???????????????,?????
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- ?????,????
- ???????????
- ??????
- ?????????
53??
- .?????VS ??????
- ?????????,?????????????
- ???????????? (??????????????)?
- .?????????,?????????
- ?????????
- ???????????
- .??????????????????
54??????
- ?????????
- ???????????????
55????
- ????????
- ???????
- http//tw.myblog.yahoo.com/jw!Mp02iHyGAxbyyt84yY4U
kjOFSUg-/article?mid24 - http//moodle.ncnu.edu.tw/blog/index.php?postid27
8 - http//translate.google.com.tw/translate?hlzh-TW
slzh-CNuhttp//caihuanet.com/zhuanlan/meiti/cjw
z/200907/t20090701_843066.shtmleiWvf3S7-9EY2ycbn
9jOcLsaXoitranslatectresultresnum2ved0CB
4Q7gEwAQprev/search3Fq3D25E625B325B025E52
59C258B25E72594259F25E8258225B226hl3Dzh-T
W - http//intra.yuanta.com.tw/PagesA2/ycmc/9703/03142
911.pdf - http//camera.chinatimes.com/PhotoView.aspx?fid97
87pid122008 - http//wis.mic.com.tw/document/mic_digi/MIC/Report
s/eBusinessSoftwareServices/200406/CDOC2004061100
6.pdf
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