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史上最全PPT图表集合-730页第五辑UseexistingProductsSTEP1STEP2STEP3STEP4BecomeAwareofNewNewProductisAvailableBuyNewProductMARKETVALUE200820062005개발기도입기성장기성숙기300050007000편리적요인교통/보행환경의안전성환경적요인자연친화/깨끗한주거공간심미적요인아름다운거리/조망권문화적요인문화행사/지역에대한자부심경영효율의상승물류비대폭즐감사원복지상승사무실의업무환경개선기업이미지상승지속적인서비스제공기업선호도상승문화사업의활성화BrandManagementProcessBrandDiagnosisSTEP1BrandPerspectiveSTEP2BrandCultureSTEP3BrandCommunicationSTEP4Case064BusinessContentsCategory1Category2Category3Category4Sub_category01Sub_category02Sub_category03Sub_category04Sub_category01Sub_category02Sub_category01Sub_category02Sub_category01Sub_category02eSolutionconsultingstrategyModelofSaleFormationSTEP1STEP2STEP3STEP4SafetyneedsSocialneedsEsteemneedsSelfActualizationneedsNEEDSAnalysis-자기몰입-자율성,양육-표현-사회적-공격,성취-지배-친화순종-육체적-놀이,이해Case067BrandManagementProcessStep1MediamixStep2TargetmixSTEP3BrandmixSTEP4SeasonalitySTEP5RegionalmixProcessCompletedRenewalCategorySearchSystemCommunityShopWebDesignRecruitSystemMailingsystem소비자의구매역할과다양성advertisingcreativeMediaplanningmeasurabilityconcept12220Case070제대로가고있는가?Areyougettingthere?우리는어디에있는가?Wherearewe?왜그곳에있는가?Whyarewethere?어떻게갈수있는가?Howcouldwegetther?어디로가야하는가?Wherecouldweare?T-planCase071attentioninterestdesirememoryactionAIDMAEstelmoLews광고문안을작성하는기본원칙.카피작성의원리는소비자의구매심리과정인AIDMA의법칙을따르는것이보편적이다.1.Attention-광고는우선사람들의눈에띄게한다음여러사람들의관심을끌도록해야한다.2.Interest-흥미를가지게해야한다.3.Desire-욕망을불러일으키게해야한다.4.Memory-기억하도록해야한다.그상품을살수있을때까지그상품을기억하고있도록인상깊게해야한다.5.Action-광고상품을살결심을하고실제로구매까지의행위로이끌도록해야한다.종합포탈화로가기위한커뮤니티조성및협회이미지제고WebDesignSearchSystemRecruitSystemCommunityShopMailingsystemAdmintoolSite내의각종정보검색을위한System도입입력폼의차별화로구인/구직란을활성화System구축자동생성가능한동호회제공및게시판내부에자료실&갤러리제공강력한메뉴관리및그룹별메일링System구축접근이용이하고사용자편의성이한층강화된디자인RENEWALCase072Rogers의채용모델누구보다앞서새로운것을받아들이는층innovator오피니언리더층으로동료집단의의견리더준거집단Earlyadaptor광고등에의해제품을받아들이는층Earlymajority경제적필요성에의해제품을받아들이는층Latemajority노인또는사회경제적지위가낮은층laggardSocialfactors전략모델의필수광고목표표적소비자(TargetMarket)약속(ConsumerPromise)뒷받침(Support)상표이미지또는개성(Personality)Case074Case075매체전략TV매체적정효율성수준은?적정매체선택은?적정TV매체예산안?열세상황의극복전략방안은?기타매체전략은?•등급별회원관리•게시판관리자지정•동호회부관리자지정•회원포인트관리•게시판,자료실•포토갤러리•일정관리•쪽지기능•비공개자료실•동영상자료실•FTP커뮤니티시스템개발및운영방안기본Process협회회원일반회원동호회생성기본템플릿수정가능ADMIN•협회템플릿•일반템플릿•동호회포인트로유상템플릿구매•템플릿마켓생성•색상별템플릿•가로/세로프레임별도•프레임수량변경•색상조정기능•동호회부관리자지정•게시판관리자별도지정•자료실업로드용량제한•일정관리쓰기제한•협회회원관리자인증•일반회원실명인증•협회회원포인트관리Case077WhatistheBrand?Rationalproductfeatures.attributesWhatwillItdoforme?RationalexpectationsasaResultofuse.benefitsWhatkindofpersonwolulditbe?Basichumanvalues-theendEmotionalrewardsoneexpectsFromusingthebrand.valuesWhatdoesitmeantome?Theimageofthebrand.AsElicitedintermsofhumanCharacteristics.personalityWhatistheenduringCoreofthebrand?Everybrandhasa“soil”whichcreatesitandidentifiesit.essenceThebrandSupportADGoalTargetMarketConsumerPromisePersonalitySystemInfraCreativePowerPROJECTSUPPORTSYSTEMMediaPowerPromotionStrategyCommunicationStrategyMarketingConsulting*SYSTEMFLOWSTEP1STEP2STEP3STEP4IrrelevantcharactersRelevantcharactersFlotSettingSymbolsMoodLeadcharacterFlotSettingIrrelevantCharactersRelevantcharactersSymbolsMoodCase082OSIModelLayerapplicationnetworktransportsessionpresentationdatalinkphysical1234567FormoracleCase083Maxmarketingmodel질문서발송데이터베이스구축synergylinkagesalesActiv-ationadvertisingAccoun-tabilitymediatargetingPRODUCTFUNCTIONSBRANDNAMEGRAPHICSPRDUCTDESIGNMIXLOGOS/TRADEMARKMIXPACKAGINGAUGMENTEDPRODUCTFEATURESCONTENTSCASE1CONTENTSCASE1CONTENTSCASE1프로젝트진행순서STEP07STEP06STEP05사이트정보구조설계STEP04디자인&개발STEP03시스템통합STEP02테스트및오픈STEP01프로젝트계획수립분석컨텐츠설계협력사네트워크가자동구축되는세계최고수준의ERP기반영업관리생산관리자재관리원가관리자금관리재무회계인사급여세계최초모듈별선택적용업무효율상승Salescoupon/stampServicecontestEarlyBuyingDealPushmanagerRebateDemonstratorPremium/IncentiveContestPricedealallowanceRebateDealerserviceSamplingDM/Event/DHExhibitionDisplaystandERPSYSTEM구매/재고인사/급여영업/매출재무회계생산/외주MRP/MPS수입/수출원가분석PRconsultingCrisismanagementInvestorrelationsMediaRelationsEventmanagementDatabasemarketingMarketingpromotionProductionOn-linePRPRconsultingCrisismanagementInvestorrelationsMediarelationsEventmanagementDatabasemarketingMarketingpromotionProductionOn-linePRInternetHostWindowsforWorkgroupsWindows95&98AppleMacintoshSystemWindowsNTIBMMainframeTCP/IPNetworkPrinterUNIXSystemVMSSystemWindows2000PRAGENCYPRconsultingCrisismanagementMediarelationsEventmanagementMarketingpromotionOn-linePRInvestorrelationsDatabasemarketingProductionAdvertisingInternetHostWindowsforWorkgroupsWindows95&Windows98AppleMacintoshSystemIBMMainframeWindowsNTWindows2000MSLanManagerUNIXSystemNetworkPrinterVMSSystemPARTTradeallowanesPriceoffsIn-onornear-packsSamplingCouponsTradecouponsFree-in-the-mailPremiumsSelf-liquidatingPremiumsContests&SweepstakesRefundoffersBonuspacksStamp&Continuityplans200520062007200820106,030,0347,010,0009,000,00011,000,000?numeric5step4step3step2step1stepinnovatorEarlyadaptorEarlymajorityLatemajoritylaggard미국LAOntario캐나다MiamiSantiago중남미지역일본TokyoKualaLumpurJakartaSydneyAucklandShanghai중국아태지역DubaiAmmanJohanesburg아중동지역BeijingCase098POLANDIRELANDUNITEDKINGDOMSPAINMOROCCOALGERIATUNISIAFRANCEITALYGREECETURKEYBULGARIAUKRAINEBELAUSRUSSIAFINLANDSWEDENNORWAYDENMARKGERMANYROMANIAYU