1. Executive Summary(¸ñÂ÷)
1. Executive Summary
2. Cooperate Connection
1)relationships to other plan
¨çIntegration
¨èStrategic alliances
¨éCustomer relationship management (CRM)
2) Marketing related plans
¨çAdvertising and promotion
3) Cooperate direction
¨çCorporate philosophy
3. Positioning Statement
1) ÇöÀçÀÇ ÀÔÁö ¹× ¸ñÇ¥
2) Ÿ °æÀï»ç¿ÍÀÇ ºñ±³
3) SWOT
4. Environmental Analysis & Forecasting
1) Analysis of major environmental factors
¨ç EXTERNAL
¨è INTERNAL
2) Competitive analysis
3) Market trends
¨çVisitor trends
¨èCompetitive trends
¨é Related industry trends
4) Market potential
5) Marketing research
6) Desired action
5. Segmentation & Targeting
1) Segmentation
¨çAbout Segmentation
2) Targeting
¨ç ÁÖÁß
¨è ÁÖ¸»
3) Research materials
¨ç ´ëÇлý
¨è ±³Àεé
6. Action Plans - ¨ç
1) Sales strategies
¨ç Prevent erosion of key account
¨è Grow key accounts
¨é Grow selected marginal accounts
¨ê Eliminate selected marginal accounts
¨ë¡¦(»ý·«)
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¨è Strategic alliances
°¡¸Í¿ä°ÇÀÌ ±î´Ù·Ó±â·Î ¼Ò¹®³ Å©¸®½ºÇÇÅ©¸²ÀÌ 2004³â ¾Æ½Ã¾Æ ±¹°¡·Î´Â óÀ½À¸·Î ±¹³»¿¡ µé¾î¿À°Ô µÇ¾ú´Ù. Å©¸®½ºÇÇ Å©¸² µµ³ÓÀÇ ´ÏÄÝ¶ó½º Æ÷ÄÉÀÌµå ±¹Á¦ ¸¶ÄÉÆà ¸Å´ÏÀú´Â ¡°ÇÑ ±¹½ÃÀåÀÇ ¼ºÀå ÀáÀç·ÂÀÌ Å©´Ù°í ÆÇ´Ü, ¾Æ½Ã¾Æ ±¹°¡ Áß Çѱ¹¿¡ °¡Àå ¸ÕÀú ÁøÃâÇÏ°Ô µÆ´Ù¡± ¸ç ¡°À¯Åë ¹× ¿Ü½Ä»ç¾÷ÀÇ °æÇè°ú ³ëÇÏ¿ì°¡ dzºÎÇÑ ·Ôµ¥ ¼îÇÎÀ» ÆÄÆ®³Ê·Î ¼±ÅÃÇß´Ù¡±°í ¸»Çß´Ù.
¨é Customer relationship management (CRM)
Å©¸®½ºÇÇÅ©¸² µµ³ÓÀº ¸ÅÀå ³» CRS(Customer relationship specialist/°í°´°ü¸® Àü¹®°¡)¸¦ µÎ°í ±âÁ¸ ¼ºñ½º¹æ½ÄÀ» Å»ÇÇÇÑ »õ·Î¿î ¼ºñ½º Á¦°øÀ» À§ÇØ ³ë·ÂÇÏ°í ÀÖ½À´Ï´Ù.
2) Marketing related