Nonstore Retailing

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• Nonstore Retailing
• ??? ??? ?? ?? ???? ?????? ???? ????
• ????, ????, ?????, ???, ?????, ?????, ??????
• Disintermediation (Direct Selling) ? Greater
  Price Competition
• ????? ???? ???? ??? ????? ?? (appealing to time
  conscious consumers and consumers who cant
  easily go to store such as handicapped, the
  elderly, mothers with young children, and rural
  residents)
• ????? ?? ???? communication ??? interactivity
  ???? ??? (highly personalized service or very
  impersonal interactions)
• ?(?)?? ?? ??
• ????, ?? (brand) ???? ??, ???? ??, ????, ????
  ???? ?? ??? ??

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?? ????? disintermediation ? ??? ?? DM?
????? ?????? ????? ??? ?????? disintermediation
??? ? ????? ??? ??? ???? ?? ?? ????? ???? ?? ???
??? Logistics ??? ????? ? ??? ???? ??? ??? ??
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DM(Direct Marketing)? ?? ? ??? ????? ??? DM ???
???? ?? - Direct Marketing? ???? ????? ???,
???, ???? ??? ??? ?? ?? ?????? ??? ?? ???? ???
?? - ????? ??? ????? ?? ??? ??? ???
mass-marketing? ??, ???? ???? ??
micro-marketing?? ?? - DM? ??????? ?? ??? ???
?????? ?? ??? ?? ?????? ?? ? ?????? DM ??? ??
??? ???? ????? ???? ?? ?? - 90?? ?? ???? ???
???? ??? 5.3? ?????? ?? ?? DM ??? 11.6? ???? ??
- 2003??? ?? DM ??? ??? 16.5? ?? ???? ??? ???
?? ?? ????? ????? 1?? ????? ?? ??? ??
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??? DM ??? ??? 20? ?? ???? ??? 2003??? ??? ????
81.6? ??? ??? ??? ??? ?? - ???? ?? ?? DM ???
??? ? 5? ???? ??? ?? 96? ?? TV ??? 25? ???? ??
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? ????? ??? DM ??? ?? ?? - ????? ?? (time
consciousness), ??? ???? ??? ?? ? ??? ??? ???? ??
???, ??? ??? ?? ?? ???? ???? ?? ?? - ????? ??
?? ??? ???? ?? ????? ??? ???? in-home shopping?
?? ????? ???? ?? ????? ???? ?? ?????? ??? ??
- 21?? ??? ??? ??? ?? ????? ??? ?? silver
market? ?? - ???, CATV ? ??? ??? ??? ????? ??
??
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? ??? ?? DM? ??? ???? ?? - ??????? ??? ??? DM
??? ??? ??? ?? - Internet, CATV, PC??, ????,
CD-ROM ? ?? media? ?? ??? ???? ????
???(multi-channel marketing)? ?? - ??? ??? ???
??? ??? ?? ?? ?? ???? ?? 9498? ??? ???? 221?
??, 2003??? ? 53? ?? ??? ??? ??? ??? ?? - ????
?? ???? ? ??? ??? ?? TV ???? ??? ??? ??? ?? -
?????? ??? ??? ???? ?????? ??? ? ??? ??
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Customization? ??? ? Customization? ?? ?? ????
DM ???? ?? - ????? ????? ? ???? ??? ???? ?????
?? ?? ????? ????-????? ??? ?? ???? ???, ???? ??
??? ?????? ?? - ??? ?? ??? ??, ??? ?? ??? ??
??? ??, ??? ?? ??? ???? ?? ??? ??? ???? ?????
??? ?? ???? ??? ???? ??? ??? ?? ??? ?? ??? ????
relationship marketing ?? interactive marketing?
?? - ???? ?? ???? ???? ????? ???? ?? ? ????
???? ?? ??? ?? ??? ?? ?? ?? ??? ??? ???? ??? ??
??? ??? ?? ?? ???? ??? ????? ??? ???? ???? ?????
??? ??? ? ?? mass customization ??? ???
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? ?????? ?? ??? ??? DM ??? customization?? ?? -
???? ??? ?? ???? ??? DB? ???? ?? ???? ???? ?????
??? ??, ???? ????? ?? - DM ??? ???? ?? ??? ??
??? ??? ??? ?? ?? ? ?? ?? ?? ??? ??? ????? ????
???? ?? ? ???? ??? ?? - ??? ??? ??? ???? ?? ??
?? ???? ?? ????? ???? ?? ??? ???? ??? ??? ????
personal marketing? ?? - DM ????? ?? ??? ?? ??
????? ?? ??? ???? ????? ???? ??? ??? ???? ?
??????? ???
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? ???? ??? ????? ?? ?? ??? ?? - Customized?
???? ??? ??? ?????? ???? ?? ?? ???? ?? - ???
Customization? ??? ???? ??? ??? ???? ??? ???
????? ? ??? ??? ??
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? ??? DM ???? ???? ??? ?? ??? ??? ????
Customization? ?? - ??, ????, ????? ?? ?? ??
????? ????? ???????(personalized news page)?
????? ????????? ??? ?? - ??? ?? ???(amazon.com)?
??? ? ???? ??? ??? ??? ?? ??? ???? ??? ???? ??,
??? ???? ?? ???? ??? ??? ?? ?? ??? ???? ???? ??
??? ???? ??? ??? ????? ??(personalized email
marketing) - ????? ????(e-tailer) FogDog.com?
??? ??? ???? ????? ???? ????? ?? ? ??
??(personalized pricing strategy) ???? ??? ?? ???
??? ??? ??? ????? MyFogDog Web page? ???? ???? ??
- ?????? Mattel? ?????? ???, ??, ?? ???? ???? ??
????? ??(MyDesignBarbie)
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•      (1) ????
• Salesperson ?? independent distributor? ???? ??
  contact (Highly personalized service ??)
• ???? - Avon ???
• Party Plan System - Tupperware Home Party
•  
• (2) ????
•  ???? ????, ???? ??, ???? ??? ??? ????
• ??, ??? ???? ??? ??? ??
• ????, catalog??? ?? (JCPenny? ??, a 1000-page
  catalog with over 50,000 SKUs)
• Complement to In-Store Retail Format
  (Carnibalization ??? ??? ?? ????? ?? ??, younger,
  lower income consumers)
• Online shopping?? ??? ???? ??
• Catalog ??? ???? ????? trend? ?? ?? ?? ???
• CD ROM Catalog ?? (link to Internet ??)

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(3)  ?????   -         ??????? ?? -         ???
??, ???? ?? -         ????? ?? ??? ?? ??, ?? ??
?? ??? ?? (4)     ?????  -         ???? ?????
???? (CD ???, ??? ??) -         Video Kiosk?
?? -      Cellphone?? Smartcard? ?? ?? ? Keep
track of sales and inventory ? ?? ???? ???? ??
-         ????? ??? ??? ??
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(5) Network Marketing (MLM) Direct Marketing
???? ???, ???? ?? ????? ????? ?? ??? ?? ?? ??,
??? ??? ? ???? ??? ??? ???? ???? ???? ???? ???
????? ???? ??, ??????? ??? ??? ??? ??? ???? ???
??? ??? ??? ????? ?? ???? ??? ???? ?? ??? ??????
??? ????? ??? ???? ???? ????? ? ????. -    2001?
3?? ?? (283??) -    ????? ???? ?? distributor???
??? ???    
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• MLM? ?? 4P ??
• Product
• ????? ?? ??? ??? ??
• ??-??? ????? ???? ??
• ??? ?? We deliver the best!
• ??? ???
• ???, ???
• ?? ?? ??? (??? ?? ??)

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• (2) Place
• ??? ??? (Disintermediation)
• ???? ???
• ??? ??? ??? ??, ??? ?? ?? ??
• Network ??? ?? ???? Software ??
• (3) Promotion
• Word of Mouth
• ??? ?? ??? ??? ?? (??)
• ?? ?? (??? ?? ??)
• ????? ???? ??? ?? ???? (??, ??, ??? ?? ?? ?? ?
  ???? ??)

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• (4) Price
• ????
• ???? 100 ??? ?? (????? ??? ??)
• ???? ???? ???