Chanrs@ms68.hinet.

net

0955-268997

MTP

 Kano model


Noriaki Kano 1984
Kano model

 1. indifference

 2. one-dimensional

 3. attractive

iPhone

 4. must-be


1950
1970

 value chain

Michael Porter
Competitive Advantag
e value chain

input o
utput


margin value acti
vity

linkage

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


Kenny 100

Kenny

Kenny

Kenny

Kenny

Kenny

 Kenny

kenny

500 2
998
100
898

Kenny

Kenny (Enron)


1.

2.


330
...

19

9 35 15

93515 5

: 9 21
9 21 6
213515 6


1.
2.
3.

+ =

+ =
Hutchins
???

+ =
+ =

---

 ---

l
l


product innovation
process
business model and strateg
y


( )
( )
( )
( )
( )



-
-

Christensen



100
100

1.
2.
3.

Christensen, 1997




nonuser
s

Christensen, 1997

: LA MER

:
-

2.

4.

6.

1.

3.

5.

completely new

 new service lines

:
7-ELEVEN

:
7-ELEVEN

 service line extensions

 service improvements

repositionings

All-in-one

3C

VA/VE

STP

4P

/////////


:

IC
IC

LEGO
DIY

ING Direct

IKEA


:


7-ELEVEN

(1) (2) (3)

W weakness
O opportunity
SWOT WO

: -

: -

:yahoo

v.s.



(Gap Analysis Model)
(Gap)
Parasuraman, Zeithamel& Berry

PZB

Maslow
(Hierarchy of Needs)

Self-Actualization Needs
Esteem Needs
Social Needs

Safety Needs
Physiological Needs

Function +Feeling

= + +
= +
= +
= +
= +

 9
4 51

67.5
47
Budweiser
Nokia 7-11
51

Nokia 14

Budweiser 7

4.7
94 51

--


happy 1 5



Chief Content O
fficer

 1.
Intel Look Inside

2.
Nike Just do it
3.
Oprah Winfre
y
4.

 5.
Chrysler

6.

121 /



v.s.
TA

/
/
/

/
/
/



Peter Drucker

C/P capability/price


2005 INSEAD
W. Chan Kim R
enee Mauborgne
4

 1.

2.

3.

4.


University of Portsmouth
Paul Trott
8

EOLembrain

3%

57%

10%

 EOLembrain 2014
04 (Panel)

Product Launch Formula

Apple

 Jef
f Walker

 4
1.

 Prelaunch Content

5 1
2

 Step1

Step2

Step3