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1. ȨÇ÷¯½º ±â¾÷¼Ò°³
(1) ȨÇ÷¯½º ±â¾÷öÇÐ
(2) ȨÇ÷¯½º ±â¾÷ÇöȲ
2. ȨÇ÷¯½º °æ¿µÀü·«
3. ȨÇ÷¯½º SWOTºÐ¼®
4. ȨÇ÷¯½º STPºÐ¼®
(1) Segmentation
(2) Targeting
(3) Positioning
5. ȨÇ÷¯½º ¸¶ÄÉÆùͽº 4PÀü·«
(1) Product
(2) Price
(3) Place
(4) Promotion
6. ÇâÈĹæÇâ Á¦¾ð
CONTENTS
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1. ȨÇ÷¯½º ±â¾÷¼Ò°³
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Å«¹ÙÀ§ ¾ó±¼ÀÇ ²Þ
(1) ȨÇ÷¯½º ±â¾÷öÇÐ
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°ú°Å ´ëºÎºÐÀÇ Á¦Ç°À» ¹éÈÁ¡¿¡¼ ±¸ÀÔÇÏ´ø ¼ÒºñÆÐÅÏÀÌ ´ëÇüÇÒÀθ¶Æ®ÀÇ µîÀåÀ¸·Î ÀÎÇØ º¯ÈÇϱ⠽ÃÀÛ, ÇöÀç¿¡´Â ÇÒÀθ¶Æ®ÀÇ ¸ÅÃâ¾×ÀÌ ¹éÈÁ¡ÀÇ ¸ÅÃâ¾×À» Ãß¿ùÇÑ »óȲ
´ëÇüÇÒÀθ¶Æ®ÀÇ Æǵµ¸¦ »ìÆ캸¸é ºÎµ¿ÀÇ 1À§ ÀÚ¸®¸¦ °í¼öÇÏ°í ÀÖ´Â ½Å¼¼°è À̸¶Æ®¿Í ±× µÚ¸¦ ÀÌ¾î »ï¼ºÀÇ Å×½ºÄÚ(ÀÌÇÏ È¨Ç÷¯½º), ·Ôµ¥¸¶Æ®µîÀÌ 2À§ ÀÚ¸®¸¦ ³õ°í °æÀïÇÏ°í ÀÖ´Â »óȲ
ȨÇ÷¯½ºÀÇ °æ¿ì ´Ù¸¥ ´ëÇüÇÒÀθ¶Æ®º¸´Ù ½ÃÀå¿¡ ´Ê°Ô ÁøÀÔÇÏ¿©¡¦(»ý·«)
(2) ȨÇ÷¯½º ±â¾÷ÇöȲ
¨ç Good-Better-Best ¼¼ °¡Áö »óÇ°¶óÀÎ
¨ç Good-Better-Best ¼¼ °¡Áö »óÇ°¶óÀÎ
¨è ȨÇ÷¯½ºÀÇ ±Û·Î¹ú ¼Ò½Ì Àú·Â
¨é »óÇ°Ç°Áú°ü¸®¼¾ÅÍ¿Í ±â¼ú¸Å´ÏÀú Á¦µµ
¨ê ÇâÈÄ PB°èȹ°ú ¸ñÇ¥
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