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net
0955-268997
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MTP

2001.07-
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2015.05- -

PDCA

()
Planning

Decision-making

Replanning

Plan

/
/

1.
2.
3.
1.
2.
4P

Why
What
When
Where
Who
Whom
How
How much
Effect


INPUT
1.
2.

3.

4.

5.
6.
7.

PROCESS
1.
2.
3.
4.
5.

OUTPUT
1.
2.

3.

4.
5.

6.

( )


A.
1.
2.
3. ( ) -A*N*M
B.
1.
2.
3.
4.
5.
6.
15

( )
(DEFENSE)

( )
(OFFENSE)

 (Vision)


1.
2.
3.
4.
5.
6.
7.
8.


.
1 .
2 .
3 .

.
1 .
2 .
3 .


.
.
.
.
.
.
.
.
. ( )
.
.
.

.
.
.
.

/ /

.
1.
2.
3.
4.
5.
6.
7.
8.
9.

.
.

 (
)
.
.
.
.
.
.

/ / /

.
.
.
.

/
/

 (Smile Curve)

(Marketing)

(R D)

(Manufactu
ring)

(Distributi
on)

(Logistics)


/
/

SWOT
-

SWOT

 ____ SWOT
(S)

(W)

(O)

(T)

SWOT

OPPORTUNITIES

THREATS

STRENGTHS

WEAKNESSES

Strength
Weakness
Opportunity
Threat

M+A+N

 4Ps

 4P 4C


1.
2.
3.

 U.S.P.
U.S.P. unique selling
point/proposition
U.S.P.

U.S.P.
U.S.P.
1.
2.

3. U.S.P.
4.
5. U.S.P.

 USP
1.
2.
3.
4.
5.
6.
7.
8.

9 .
1 0 .
1 1 .

1 2 .
1 3 .
1 4 .
1 5 .
1 6 .


Integrated Marketing Communication
1990 1995

IMC
IMC

IMC

Event & Tradeshow

(Company Profile)

DM

 -IMC U.S.P
IMC

IMC

IMC :

IMC

U.S.P :

 -IMC

App Market

IMC
DM

PR


1.
2.
3.
4.
5.
6.
7.

( / CF )

( / / )
.

AIDBA

( Attention

Interest
Desire
Belief
Action


K
n
o
w
h
o
w

/ / /

54


==

marketing myopia

 -1


( ) (Market Situation)
1. (Market Size)
2. (Market Share of major brand)
3. (Price)
4. (Channel)
5. (Promotion)
6. (Product life cycle)
7. (entry barrier)

( ) (Major
competitors)
1.
2.
3.
4.
5.
6.
7.
8.

( ) (Product
analysis)
1.

2.
3.
4.
5.

( ) (Consumers
analysis)
1.
2.
3.
4.
5.
6.
7.
8.

9.

 . (STP )
( )
( )
( )

 . (Problem&Opportunity)
( )
( )

 . (Marketing Plan)+

()
()
()
()
()
()
()
()

(Marketing Goal)
(Positioning)
(Target)
(usp)

 . (Advertising plan)
()
()
()
()
()

(Advertising Goal)
(Target Audience)

(tone)

 . (Media plan)
()
()
()
()
()

PR

 .
()
()
()
()

 .
( ) (event marketing)
( ) (direct marketing)

 .
( )

 .
()
()
()
()
()
()
()
()

 -2

PEST PEST Analysis

Political Economic
Social Technological
4 PEST
PEST Analysis

 PEST

Legal SLEPT
Natural / Environmental
SPENT
Ethical STEEPLE

 PEST
SWOT
4P


1 .
2 . (911/ / )
3 .
4 .
5 .
6 .
7 .
8 .
9 .
1 0 . OEM
1 1 .


1 .
2 .
3 .
4 .
5 .
6 .
7 .
8 . KSF
9 .
1 0 .
1 1 .

profile


1 . /
2 .
3 .
4 .
5 .
6 .
7 .
8 .
9 .
1 0 . KSF

1 1 .
1 2 .
1 3 .

1 4 .
1 5 .
1 6 .
1 7 .
1 8 .
1 9 .
2 0 .


1 . / /
/ / /
2 . /
3 .
4 . / / / /
/ /
5 .
6 .
7 .
8 .
9 .
1 0 .
1 1 .

1 2 .
1 3 .
1 4 .
1 5 .
1 6 . SP
1 7 .
1 8 .
1 9 .
2 0 .
2 1 .

2 2 .


1 . KSF
2 .
3 .
4 .
5 .
6 .
7 .
8 .
9 .
1 0 .
1 1 .
1 2 .
1 3 .

1 4 .
1 5 .
1 6 .
1 7 .
1 8 .
1 9 .
2 0 .
2 1 .
2 2 .
2 3 .
2 4 .
2 5 .
2 6 .
2 7 .

 5W2H

 (MBO---Management By
Objectives)
1
2 S.M.A.R.T.
Simplicity---
Measurable---
Ability------
Reasonable---
Timing-------
3
4
5 120%

////

 --

/ / / /

/ /

3
4

3
4

/ /

/ /

SOP/ /

12

 -PDCA


Stephen Lawrence & Frank Moyes, Writing a Business
Plan, University of Colorado.
Timmos, Jeffry A., Zzcharakis, Andrew, Spinelli,
Stephen,
2009
2009 TRIZ
2009

2009

http://weiterblog.blogspot.com/
http://mypaper.pchome.com.tw/index/