??? ??????? ??????4P 4C

1
??? ?????????????4P4C

• ?????? Web 2.0

2
??????

• ????????
• ??????4P?4C
• ????4P??
• ????4C??
• ???????????????
• ????????????

3
????????(Dell)?????

• ?????????,???.com?????????????????,??????????????
  ???,????????????????????,????????????????????????
  ???,?????????????,??????????????
• ???.com??,??????????????e???????(Dell)??,?????????
  ???????,?????????????????????????????,????????????
  ,????????????
• ?????????????,?????????????,??????????????????????
  ????????

4
????????(Dell)?????
5
???????????????

• 1.??????
• 2.????????
• 3.????(Segmentation)
• 4.??????(targeting)
• 5.?????????(position)

6
???????????????

• 6.????????
• (1) ??????4P??
• ??(Product)??
• ??(Price)??
• ??(Place)??
• ??(Promotion)??
• (2) ??????4C??
• ????????(Customer needs and wants)??
• ????(customer cost)??
• ??(Convenience)??
• ??(communication)??
• 7.????????????????????

7
????????????,????????????4P,???4C??

• 1. ?????????????(product)??,????????????(Customer
  needs and wants)???,???????????????????????,??????
  ?????????
• 2. ??????????(price)?????,????????????????????????
  ???
• 3. ?????????????????(place)??,?????????,??????????
  ???(Convenience)??,????????????????
• 4. ?????????????????(promotion)??,????????????????
  ?(communication)??????????????

8
4P?4C

• ???4P????????,????????????4C?????????????
• ??,????????????,?????4P??4C??,?????????(??)???????
  ,?????,??????????????????????????
• ????,???????????????????????????4P??????4C??????
  ????????????????
• ??,?????????,??4P????,???????????,????????????

9
?6-1 ??????4P?????
10
?6-1 ?????????????????4P?4C
11
?6-2 ????STP?4P?4C???
12
??ICDT????????4P?4C

• 1.??????(Virtual Information Space,VIS)??????????
  ????????????????,???????????????????
• 2.??????(Virtual Communication Space,VCS)????????
  ???????????????,??Skype?MSN???
• 3.??????(Virtual Transaction Space,VTS)??????????
  ?????????,????????????
• 4.??????(Virtual Distribution Space,VDS)?????????
  ????,???????(????????)??????(????????)??

13
(No Transcript)
14
??????(Virtual Information Space)????

• ?????????????????,?????????????????????????,?????
  ??????????????????????????,???????????????,???????
  ??????????,???????,???????????????,???????????????
  ??????

15
??????(Virtual Information Space)????

• ????????????????????????????????,????????????????
  ???????????,?????????,??????????(????),??,????????
  ??????????????,?????????

16
(No Transcript)
17
??????(Virtual Information Space)????

• ?????(Mass Customization)???????????????????,????
  ???????????????,???????????????,???????????????,??
  ????e???,???????????????,???????????????Dell?????
  ??????????,???????????,??????????????????????(???)
  ??????

18
??????(Virtual Information Space)????

• ??????????????,??????????????,????????????(Trade-
  off)???,??,???????????????,??????e???,????????????
  ??????????,??6-5???????????????????????(??),?????
  (??)??????

19
(No Transcript)
20
??????(Virtual Communication Space)????

• 1. ??????????
• 2. ??????????????
• 3. ??????????

21
??????(Virtual Transaction Space)????

• 1. ????????????,???????????
• 2. ???????????????????

22
??????(Virtual Distribution Space)????

• 1. ????????????????????,????????????????????????
• 2. ??????????
• 3.????????????????

23
????4P??

• ????????????
• ?????????????????
• ????????????????????
• ??????????????

24
????????????

• ??????
• ????
• ??????
• ??????
• ??????

25
????

• ??(brand)??????????????????????,??????????,???????
  ????????????
• ??Yahoo!???????(eBay)????(TravelKing)????(EzFly)

26
??????

• 1.????
• 2.?????????????????????
• 3.???????????????,???????????,???????

27
??????

• 1.???????????????????
• 2.???????????????????????? (??????)
• 3.????????????????????
• 4.?????????????????????,????????

28
????(product warranties)??

• ?????,???????????????
• ??????????????????

29
??????

• ??(package)??????
• ???????
• ???????
• ???????

30
????????

• ????????,??????
• ???????????
• ??????

31
????????????

• 1. ????
• (1).???????
• (2).???????
• 2. ????
• (1).?????
• (2).?????

32
?????????

• 1.?????
• (1).???????????????
• (2).?????????????????????
• 2.?????
• (1).???????????????
• (2).???????????

33
???????

• (1).???????????????
• (2).????????????????
• (3).????(????)????????????
• (4).????????????????????????????

34
?????????

• 1.??????????????????
• 2.??????????????
• 3.??????????????,??????????

35
????????????????????

• ?????,???????,??????????????????
• ??????????????????

36
????(????)?????????????????(???)

• 1.????????????????????????????...
• 2.??????????????????????SET?SSL??????????????????
  ???,??99???????SSL ???

37
????(????)???????????????????

• 1.???????????????????????????????
• 2.???????????????????
• (1).????????????
• (2).7-Eleven?OK?????????
• (3).?????????????
• (4).?????????????????
• (5).NOVA????????????...

38
?6-2 ???????????
39
?????(????)?????????????????????????

• ??????(a)???????????????,????????????????
• ??????????????,???????????????,??????(Home
  Banking)?????6-7???

40
?????(????)?????????????????????????

• ??????(b)???????????????????,??????????????????
• ???????????????????6-8???

41
?????(????)?????????????????????????

• ??????(c)?????????????????,???????????????????,???
  ???????????????????,??????????????????
• ?????????????????????6-9???

42
??????????????

• ??
• ????
• ????(????)
• ??
• ????

43
??(Advertising)

• ??(Advertising)????????????????,????????????

44
?6-3 ?????????????
45
????(Personal Selling)

• ????(Personal Selling)????????????,???????,???????
  ??????????????,???????????????
• ???????
• (1).?????????
• (2).?????
• (3).???????
• (4).??????????

46
????

• ?????????(?????????,??????????????)?????????
• ??????????????,??????????????,?????????

47
?????????

• (1).??????? 0800
• (2).?????????????
• (3).?????????????????
• (4).????
• (5).??????(CIS)??????????????
• (6).???????????????????,??????,???????????

48
??(Sales Promotion)

• ?????????????,??????,?????????????????

49
???????

• 1.???(Coupons)???(Premiums)???(sampling)
• 2.???????(Frequent-User Incentive Programs)
• 3.??(Contests)???(Sweepstakes)
• 4.????(Point-of-Purchase Displays, POP)
• 5.????(Tie-in Promotion)????? or ??????
• 6.????(Refund)?????(Rebate)

50
????4C??

• 40???,????????????????????
• 1964?,??????????4P??,????????,????(Product)???(Pri
  ce)???(Place)???(Promotion)???????????????????????
  ????????,??????????????????
• 1990?,??????????4C??,?4P????????????????(Consumer)
  ???,?????????????,????????????????(customer needs
  and wants)????????????(Cost)???(Convenience)?????
  ,??????????(Communication)?

51
???????(customer needs and wants)

• ???????????
• 1.?????????????????????????,????,??????
• 2.????????,??????????????????,????????????????????
  ?
• 3.?????????????,??????????
• 4.??????????????,???????????,???????????,????????
  ????????,???????
• 5.???????????????,????????????????

52
??(cost)

• ????????????,???????,?????????????????????????????
  ?,??????????????,??????????
• ??????????????,???????,?????????????????????,?????
  ?????????????????,??????????????,????,???????????
  ???????????????,?????

53
??(convenience)

• ??????24???????????,?????????????,???????????
• ???????????????????,???????,??????????????????????
  ?????????????????????????

54
??(communication)

• ???????,?????????,????????????????????,???????3D??
  ?????????,????????????????????????,?????????,?????
  ????
• ???????DM?????????,???????????????????????????????
  ??????????????????????????????????????????????????
  ???,????????????????,????????????

55
4P?4V?4C

• ??????(??????????)????????,????????????,??????????
  ????4P????,????????4C???,????????????4P??????
• ??,????????????4V????(versatility)????(value)????
  (variation)????(vibration),????(Product)??????????
  (customer needs and wants)????????????????????????
  ???????????,???????????????????????,????????????

56
?6-4 ??4P?4V?4C???
57
????

• ????????????,??????????????????????,??????????????
  ?????????????????????,????????????????????????????
  ??????????????????????????(zero-based budgeting)?
• ???????????,????????????????????????????Mulhern(19
  99)??????????,??????????????????????????????,????
  ?????????,???????????????????,??????????????,?????
  ??????????,????????

58
????????

• ????????????????????????????,?????????????????????
  ???????,???????,????????????????????????(organic
  structure)?,??????????????????????????,???????????
  ?????????????,????????

59
????????

• ????????????????????,???????????????????,?????????
  ??????????????????????,?????????????????,?????????
  ?
• ?????????,???????????????,???????????????,????????
  ??????????????????????????

60
????????

• ??????????????,?????????????????????????,?????????
  ??????????????????????????????,?????????????
• ?????????????????????????????????,???????????????
  ?????????????????????????????????????

61
????????????

• ?????????????????????,??????
• 1. ????????????
• 2. ?????????????,?????????????????????????????????
  ?????????,?????????????????
• 3. ?????????,?????????
• 4. ??????????????????????????,????????,?????????
• 5. ?????????????????

62
?20??,????????????????

• 1. ?1980??(????),?????????,????????????
• 2. ?19952000?(??????),?????????????????
• 3. ???2000???(??????),?????????,??????????????????
  ??

63
?????4P??

• ???????,???????(Product)???(Price)???(Place)????(p
  romotion)?????,???????????
• ????????????
• ??????????????????,????????,??????????????

64
??(product)

• ??POPAI???????,????????????????,??????????????????
  ??????,????????????????
• ?????,????????,??????????????????????????,????????
  ??????,????????????????,??????????????????????????
  ??,???????????????????
• ??????????????????,???????,??????????????????????,
  ?????????????????,?????????????

65
??(Price)

• ???????????????????????????????????????,?????????
  ???????????(last mile)?,????????????????????????,?
  ?????????,??????(price),??????????????
• ??,?????????????,??????????,?????????,????????????
  ,??????????????,???????(UPS)?????(Fedex)??????????
  ?????
• ???????????????????????,???????????,?????????????,
  ??????????????????,??????????

66
??(promotion)

• ??POPAL??????,?????????????????,??????????????,???
  ??????70???????????????????74?
• ??(promotion)???????????????,???????,????????????,
  ??(promotion)??????????????????????

67
??(Price)

• ????????????????,?????,?????????,???????????,?????
  ?????????????????,??????,???????????????????,?????
  ????????????????????????????,?????????????,??,????
  ????????????,??,????????????
• ??(Price),??????????????????????,?????????????????
  ???,????,??????????,??????????,?????????????
• ??,?????????????????,????????????

68
??4R?4C?4P

• ????????????????????????????????,?4P?????????
• ????(??????)??
• ?????(product)???(place)???(promotion)???(price)?4
  P??????????,????????????,????????????????????,???
  ??????????????????
• ??????,???????????
• (Relationship Retrenchment Relevancy
  Rewards) Price

69
??4R?4C?4P

• 4R
• ???????(Relationship)
• ????????????(Retrenchment)
• ????????????(Relevancy)
• ???????????(Rewards)
• ??4R????????,????????????????,????????????????????
  ??????????????,?????????????????,??????????

70
?6-5 ??4R?4C?4P
71
4R?8??????

• ??,????????(e-business)?????4R?8??????,???????????
  ,????????????,?????????

72
?6-6 4R?8??????
73
???(needs)????(wants)

• ?????(Abrraham Maslow)???????????,??????????????,?
  ????????????
• ??,????????,?????????????(wants)?,?????????(needs)
  ??
• ??????????,????(needs)??????????????
• ???????????,???????,?????????????????,?????????(wa
  nts)????,?????????????????????????(needs),???????(
  wants)???,???????(brand equity)?

74
???(needs)????(wants)

• ????(wants segmentation)?????????????????,????????
  ????(???????????????),?????????????????????,??????
  ????,????????????,??????????????,??(needs)?????,??
  ??(wants)??????????????,?????????????????,????????
  ?,???????????????

75
????e???(www.nicebeauty.com)

• ??????????????????,?e??????????????
• ??????4P?4C