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| [寃쎌쁺寃쎌젣] �꽕�솕�닔 以묎뎅吏꾩텧 留덉���똿 SWOT.STP.4P�쟾�왂 遺꾩꽍 / �꽕�솕�닔 以묎뎅吏꾩텧 留덉���똿 SWOT,STP,4P �쟾�왂遺꾩꽍 INDEX 1. �꽕�솕�닔 以묎뎅�떆�옣 吏꾩텧諛곌꼍 2. 以묎뎅�솕�옣�뭹 �떆�옣�솚寃� 遺꾩꽍 3. �꽕�솕�닔 以묎뎅�떆�옣 SWOT遺꾩꽍 (1) Strength (媛뺤젏) (2) Weakness (�빟�젏) (3) Opportunity (湲고쉶) (4) Threat (�쐞�삊) 4. �꽕�솕�닔 以묎뎅�떆�옣 STP遺꾩꽍 (1) Segmentation (�떆�옣�꽭遺꾪솕) (2) Targeting (紐⑺몴���寃잛꽑�젙) (3) Positioning (�몴吏��뀛�떇) 5. �꽕�솕�닔 以묎뎅�떆�옣 留덉���똿 4P�쟾�왂 遺꾩꽍 (1) Product (�젣�뭹�쟾�왂) (2) Price (媛�寃⑹쟾�왂) (3��� |
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| ����봽濡쒖젥�듃濡� �옉�꽦�븳 �뙆�썙�룷�씤�듃 諛쒗몴�옄猷뚯엯�땲�떎 蹂� �옄猷뚮뒗 �떊珥� Y��� 寃쎌쁺����븰 �닔�뾽 湲곕쭚怨쇱젣濡� �젣異쒗븯�뿬 A+瑜� 諛쏆븯�뜕 由ы룷�듃�엯�땲�떎 �븳�븰湲곕룞�븞 6紐낆쓽 議곗썝�뱾�씠 留롮�� 釉뚮젅�씤�뒪�넗諛띿쓣�넻�빐 �뿴怨쇱꽦�쓽瑜쇰떎�빐 留뚮뱾�뿀�뒿�땲�떎. �씤�꽣�꽬�쑝濡� 寃��깋�븳�옄猷뚭�� �븘�땲�씪 議곗썝�뱾怨쇱쓽 �넗濡좎쓣�넻�빐 吏곸젒 �옉�꽦�븳 �옄猷뚯엯�땲�떎. 洹몃옒�꽌 �뿬湲곗꽌 �뙋留ㅻ릺�뒗�떎瑜� �젅�룷�듃�옉 以묐났�릺�뒗�궡�슜�씠 �쟾��� |
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| �슌�젅伊щⅤ 釉뚮옖�뱶遺꾩꽍怨� �슌�젅伊щⅤ 留덉���똿 SWOTSTP,7P�쟾�왂遺꾨컦 �깉濡쒖슫 留덉���똿�쟾�왂 �젣�븞 �젅�룷�듃 / Tous Les Jours 留덉���똿�쟾�왂 遺꾩꽍怨� �깉濡쒖슫�쟾�왂 �젣�븞 INDEX 1. �슌�젅伊щⅤ 釉뚮옖�뱶媛쒖슂 1) �슌�젅伊щⅤ �쁽�솴遺꾩꽍 2) �슌�젅伊щⅤ 湲곗뾽�뿰�쁺 3) �씪�쑑由ъ뿉 �슌�젅伊щⅤ 2. �슌�젅伊щⅤ 留덉���똿�쟾�왂 遺꾩꽍 1) �슌�젅伊щⅤ SWOT 遺꾩꽍 2) 留덉���똿誘뱀뒪 7P�쟾�왂 遺꾩꽍�몺 Product (�젣�뭹) �몼 Price (媛�寃�) �몾 Promotion (�봽濡쒕え�뀡) �몿 Place (�쑀�넻) �뫀 Process (�깮�궛怨쇱젙) �뫁 Physical Evidence (臾쇰━�쟻 �솚寃�) �뫂 People (�궗�엺) 3) STP 遺꾩꽍 �몺 Segmentation �몼 Targeting�몾 P��� |
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| 移댄럹踰좊꽕 caffebene 寃쎌쁺�쟾�왂遺꾩꽍怨� 移댄럹踰좊꽕 留덉���똿 SWOT,STP,IMC,4P�쟾�왂 遺꾩꽍 / What is the 移댄럹踰좊꽕 `紐⑹감` 1. �뱾�뼱媛�硫� 2. �봽�옖李⑥씠利덉쓽 �젙�쓽 諛� �엳�뒪�넗由� 3. 移댄럹踰좊꽕 湲곗뾽媛쒖슂 4. �떆�옣�긽�솴遺꾩꽍 5. 寃쎌웳�궗遺꾩꽍 1) 而ㅽ뵾鍮� 2) �뒪���踰낆뒪 3) �븷由ъ뒪 而ㅽ뵾 4) �깘�븻�깘�뒪 5) �뿏�젮由щ꼫�뒪 而ㅽ뵾 6) �뙆�뒪荑좎컡 6. 移댄럹踰좊꽕 寃쎌쁺�쟾�왂 遺꾩꽍 6-1. SWOT 遺꾩꽍 1) 媛뺤젏 2) �빟�젏 3) 湲고쉶 4) �쐞�삊 6-2. STP 遺꾩꽍 1) �꽭遺꾪솕(segmentation) 2) �몴�쟻�솕(Targeting) 3) �룷吏��뀛�떇(Positioning) . 6-3. 留덉���똿誘뱀뒪 4P�쟾�왂 1) �젣�뭹 2) 媛�寃� 3) �쑀�넻 ��� |
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| ��μ갭�씠�뒳 3. �냼鍮꾩옄 Analysis 4. SWOT Analysis 5. STP Strategic 6. 3P Strategic / 留덉���똿 愿�由� (泥섏쓬泥섎읆 留덉���똿 �쟾�왂) CONTENTS �냼二� 留쏆씠 �젣���濡� �궡�븘�궃�떎! �꽭怨� 理쒖큹 �븣移대━麗� �냼二� 1. Intro 2. 泥섏쓬泥섎읆 V |
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| �뙆由щ컮寃뚰듃 留덉���똿 SWOT,4P,IMC�쟾�왂遺꾩꽍 諛� �뼢�썑諛쒖쟾諛⑹븞,�굹�쓽寃ы빐 / 1. �뱾�뼱 媛�硫� - �꽑�젙�씠�쑀 PARIS BAGUETT 湲곗뾽�냼媛�. 2. PARIS BAGUETT 留덉���똿�쟾�왂 PARIS BAGUETT SWOT 遺꾩꽍 PARIS BAGUETT 留덉���똿誘뱀뒪 4P�쟾�왂 寃쎌웳�뾽泥� 遺꾩꽍 (1)�슌�젅伊щⅤ 湲곗뾽遺꾩꽍 (2)�슌�젅伊щⅤ SWOT 遺꾩꽍 (3)�슌�젅伊щⅤ STP�쟾�왂 PARIS BAGUETTIMC�쟾�왂 3.�굹�쓽寃ы빐 -�뼢�썑�쟾�왂諛⑹븞�젣�븞 1. �뱾�뼱媛�硫� �꽑�젙�씠�쑀 ����씠 二쇱떇�씠�뿀�뜕 �븳援��뿉 �뼱�뒓�깉 鍮듭씠 源딆닕�씠 �뱾�뼱�솕怨� �슦由ъ쓽 �떇臾명솕�룄 議곌툑�뵫 蹂��빐�꽌 �씠�젨 鍮듭쑝濡� �떇�궗瑜� ����떊�븯�뒗 寃껋씠 �씡�닕�빐�졇 �엳�뒿�땲�떎. 吏�湲� 二쇱쐞瑜� �몮�윭蹂대㈃ 留롮�� 鍮듭쭛�뱾�씠 �엳怨� �삉 �깉濡쒋�� |
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| 踰좎뒪�궓�씪鍮덉뒪(SWOT-STP-4P) / 踰좎뒪�궓 �씪鍮덉뒪 �쟾�왂 遺꾩꽍 (SWOT-SPT-4P) * 踰좎뒪�궓 �씪鍮덉뒪 �븘�씠�뒪�겕由� 踰좎뒪�궓�씪鍮덉뒪�뒗 �뼱�뼸寃� 留뚮뱾�뼱 議뚮뒗媛� 1985�뀈 �깶�땲��� 誘멸뎅 Baskin-robbins�궗�쓽 �빀�옉�닾�옄濡� 怨좉툒 �븘�씠�뒪�겕由� �떆�옣媛쒖쿃 1986�뀈 �젣 1�샇�젏�씤 紐낅룞�젏 媛쒖꽕 1993�뀈 誘멸뎅 �뜕�궓�룄�꽋 Intl�궗��� �빀�옉�닾�옄 �쁽��� |
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| ��λ㈃�꽌 ����옣�븫�쓣 怨좎튇�뜲�꽌 �븘�씠�뵒�뼱 �룷�쉷 SWOT Analysis Strength �떊�꽑�븳 釉뚮옖�뱶 �꽕�씠諛� - 紐⑤뜕�븯怨� �떖�뵆�븳 �긽�몴�뵒�옄�씤 - ����룄二� �떆�옣�쓽 �꽑�젏 - �븣移쇰━ �솚�썝 怨듭젙�쓣 �넻�빐 怨쇳븰�쟻�쑝濡� �뼱�븘 李⑤퀎�솕�맂 �삤媛� 留덉���똿 �븘�씠�뒪 �뙥 泥섏쓬泥섎읆 異쒖떆 2007 濡��뜲媛� �몢�궛�쓽 泥섏쓬泥섎읆 �씤�닔 2009 SW |
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| �꽕鍮숆린�뾽遺꾩꽍怨� �꽦怨듭슂�씤遺꾩꽍諛� �꽕鍮� 留덉���똿 SWOTSTP4P�쟾�왂遺꾩꽍怨� �꽕鍮� �뼢�썑�쟾�왂�젣�븞 / 1. �꽕鍮� 湲곗뾽�냼媛� 2. �꽕鍮숈쓽 �꽦怨듭슂�씤怨� 寃쎌웳�젰 3. �꽕鍮� 湲곗뾽�솚寃쎈텇�꽍 (1) �궡遺��솚寃� 遺꾩꽍 (2) �쇅遺��솚寃� 遺꾩꽍 4. �꽕鍮� SWOT遺꾩꽍 (1) Strengths (2) Weaknesses (3) Opportunities (4) Threa��� |
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| 肄붿뭅肄쒕씪 留덉���똿 SWOT4P,�쟾�왂遺꾩꽍諛� 肄붿뭅肄쒕씪 �꽌鍮꾩뒪�쟾�왂,CRM�쟾�왂遺꾩꽍怨� 肄붿뭅肄쒕씪 �쁽 臾몄젣�젏怨� �빐寃곕갑�븞�젣�븞 / 寃쎌쁺, 留덉���똿�쟾�왂 遺꾩꽍蹂닿퀬�꽌 INDEX 1. 肄붿뭅肄쒕씪 湲곗뾽�냼媛� 2. STP 遺꾩꽍 3. 肄붿뭅肄쒕씪 留덉���똿誘뱀뒪 4P �쟾�왂遺꾩꽍 (1) PRODUCT (2) PRICE (3) PLACE (4) PROMOTION -愿묎퀬�쟾�왂 -�뙋珥됱쟾�왂 4. 肄붿뭅肄쒕씪 �꽌鍮꾩뒪�쟾�왂 遺꾩꽍 5. 肄붿뭅肄쒕씪 CRM �쟾�왂遺꾩꽍 6. 肄붿뭅肄쒕씪 寃쎌웳�긽�솴遺꾩꽍 7. 肄붿뭅肄쒕씪 �쁽 臾몄젣�젏遺꾩꽍 諛� �빐寃곕갑�븞 �젣�븞 8. 肄붿뭅肄쒕씪 SWOT遺꾩꽍 1. 肄붿뭅肄쒕씪 湲곗뾽�냼媛� 肄붿뭅肄쒕씪而댄띁�땲�뒗 400媛쒓�� �꽆�뒗 釉뚮옖�뱶�쓽 �쓬猷뚮�� 留뚮뱶�뒗 �쉶�궗濡� 誘멸뎅 議곗���븘 二� �븷����옖����뿉 蹂몄궗媛� �엳�떎��� |
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