组织结构点击添加标题点击添加标题点击添加标题点击添加标题点击添加标题点击添加标题点击添加文本点击添加标题点击添加文本点击添加标题扩散关系321321添加标题添加标题添加标题扩散关系添加标题添加文本内容添加标题添加标题添加标题添加文本内容添加文本内容对比关系点击添加标题点击添加标题点击添加标题点击添加标题点击添加标题点击添加标题点击添加标题点击添加标题递进关系点击添加文本点击添加文本点击添加文本点击添加文本点击添加标题点击添加标题点击添加标题点击添加标题点击添加标题点击添加标题点击添加标题点击添加标题ConsultingMarketingContentsFlashDesignCodingCTIUMSMailingServerD/BCreativeInteractionSystemebizIntegrationStrategySoppingeCRMIRMVOC/RMSe-LearningInteractiveFullServiceeSolutionTradeallowanesPriceoffsIn-onornear-packsSamplingCouponsTradecouponsFree-in-the-mailPremiumsSelf-liquidatingPremiumsContests&SweepstakesRefundoffersBonuspacksStamp&ContinuityplansCase011-TV-CM(30”,15”)-Radio-CM-Print-Banner-4대매체(TV/신문/라디오/잡지)-극장/버스/지하철/옥외광고-온라인광고/홈페이지-전단/DM/productmediacreativeideaplanconceptMarketShare최초상기도본사11%A사15%B사30%C사32%CoreValue=price브랜드선호도본사40%A사13%B사26%C사50%CoreValue=Benefit20052006•최초상기도1위•브랜드선호도2위•최초상기도4위•브랜드선호도3위최초상기도본사33%A사6%B사27%C사25%브랜드선호도본사20%A사15%B사39%C사50%Compet-itionTargetBrandEssencePositioningplanningconceptObjectiveUSPCase014BrandstrengthfunctionalpowerawarenesspowerimagepowerReputationpowerBrandstatusA사27%B사43%D사11%C사19%BrandPowerBRANDPlacePriceProductPackagePersonalityValuesBenefitsEssenceNewBrandDirectionCase016differencerelationpracticalspecialtyconveniencesuitabilityCase017CommuncationstrategyRiskneutralMessageMedianoneIntegration혁신자혁신적인신제품을구매하는모험을할준비가되어있는그룹조기수용자이노베이터들이제품을사용하고즐기는것을보고난후에구매하는그룹초기-후기수용자위의두그룹의신제품구매로인해제품이시장에확산됨에따라구매***StrategicTriangleDickVaughn-FCB전략소비자누구에게팔것인가?제품경쟁어떤편익을제공하는가?차별점은있는가?TargetCustomerSelfConfident&Adventurous,Young-at-HeartsMindsetCharacteristicsSeekingAdventureYounginMindPursuingExcitementOpentoNewAdventures?!♥基本構圖,為二元素交集彙整後,再進行下階段以下是利用,上面之基本構圖,我們可以衍生不同方式來表現,讓觀眾眼光為之一亮之效果出來국가경쟁력강화연구위한연구배제기업체주관연구개발최적의기술도입으로최고의제품생산최상의서비스제공으로고객만족실현공공이익추구수요핵심기술보유엔지니어링의신뢰성(설계,시공,운전)실적과현장경험을통한Know-how축적공급시장원리입각한상품개발TextinhereTextinhereTextinhereTextinhereThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.Pleasewritedownofcontents.TitleinhereDesktopandLaptopOptionDesktopatHQLaptopontheRoadDesktopatLocalOfficeTapeDrive(orotherstoragemedia)DesktopandLaptopOptionforNetBackuporBackupExecDOCDOCXLSPDFPDFXLSDOCPDFXLSblindcopyAddYourTitleAddYourTextAddYourTextAddYourTextAddYourTextAddYourTextAddYourTextAddYourTextAddYourTextThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.Textinhere01.Title•Addyourtextinhere•Addyourtextinhere•Addyourtextinhere02.Title•Addyourtextinhere•Addyourtextinhere•Addyourtextinhere03.Title•Addyourtextinhere•Addyourtextinhere•AddyourtextinhereThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.