-

Chanrs@ms68.hinet.net
0955-268997
http://mypaper.pchome.com.tw/chanrs


1 55
5
If I have only one hour to save the world,
I would spend fifty five minutes defining t
he problem, and only five minutes finding
solutions.


1.
2.

1. /

3.
5.
7.
(
)

2.

4.
6. / /

8. /

1. /

5. / /

2.

6.
(

3. / SWOP

4.

7. /


(1)

(2)

(3)


(1)

(2) (format)

(3) e-mail


1. (industry value chain)
2. (Five force analysis)
3. SWTO
4. (market share & market scale)
5. (KSF, Key Success Factor)
6. (Sustainable Competitive advantage)
7. (corporate governance)
8. (growth strategy) 9. (brand equity)
9. (IPR, Intellectual property right)
10. (competitive advantage)
11. (value innovation)
12. (finance forecasting)
13. (Core competence)
14.. (Management team)
15. (Global Action)
16. (Market growth opportunity)


1. (Effect of economy sale)
2. (Cost-effect analysis)
3. (Management by objective)
(performance management)
4. (Development strategy) (imp
ortant policy)
5. (Budget Management)
6. (Cost down)
7. (Enhance efficiency)
8. (Comparative analysis)


( )
1.

2.

( )

1.
know ho
w
2.

3.

4.

5.

6.

(focus group interview, FGI)

( )
1. (Iudustry Survey)
2. (Market Survey)
3. (Focus Group Interview, FGI)
4. (Industry life cycle)
5. (Market Niche)
6. SWOT (Strength Weakness Opportunity and Threat)
7. (Investment reture)
8. (Payback year)
9. (Ownership ratio)
10. (Joint Venture)
11. (Strategic Positioning)
12. (Entry Barrier)
13. (Industry Value Chain)
14. 5
15. (Project team)
16. (Investment amount)

14-17

/ /

/
/

/ /

14-19


what
why how
(what)
(why)
(how)
(who)
(when)
(where)

14-20

SWOT

14-21

SWOT

(strengths and weakness)

(opportunities and threats)

Ex. &

Ex.acer & asus

4-22

 4-1 SW

4-23

SWOT
BCG

4-24

SWOT

SO
WO
ST
WT

4-25

SWOT
SW:

OT:

14-26

 4-2 SWOT

4-27

SWOT
Strengths

Weaknesses

SWOT

Opportunities

Threats

SWOT

4-30

BCG
SBU ( SB
U-STRATEGIC BUSINESS UNIT)
BCG
(Boston Consu
lting Corp.)

4-31

BCG

SBU
(star)
(cash cows)
(dogs)
(question marks)

4-32

 (star)

EX. WII

 (cash cows)

EX.NOKIA

 (dogs)

EX.

 (question marks)

EX.EPC

4-37

4-38



( )

( )

14-39

14-40

14-41

 4P

(product)
(price)
(place)
(promotion)

1-42


( ) (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.

 . (Positioning)
( )
( )
( )
( )

 . (Problem&Opportunit
y)
( )
( )

 . (Marketing Plan)
()
()
()
()
()
()
()
()

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

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

(Advertising Goal)
(Target Audience)

(tone)

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

 .
()
()
()
()

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

 .
( )

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

 .
( )

 .
( ) (Market size)

 .
( ) (Tone)

 .
( )

 .
( )