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網路媒體設計與行銷 Lecture 2  什麼是行銷? 亞太數媒系  陳弘正
學習大綱 行銷的定義 行銷的演變 行銷 4P 理論 SWOT 決策分析 隨堂練習 回家作業 No.1
行銷的定義  ( Definition of Marketing) Marketing is the process by which  companies  create  customer  interest in goods or services. It generates the strategy that underlies sales techniques, business communication, and business development. It is an  integrated process  through which companies build strong customer  relationships  and create  value  for their customers and for themselves. The term  marketing  concept holds that achieving organizational goals depends on knowing the needs and wants of  target markets  and delivering the desired satisfactions. It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than  competitors . Keywords  :  Company, Customer, Competitor http://en.wikipedia.org/wiki/Marketing
Evolution of Marketing (I)  Early Stage Orientation Profit driver Timeframe Production Production methods Until 1950s Product Quality of Product Until 1960s Selling  Selling Methods 1950s & 1960s Marketing  Needs and Wants of Customers 1970 to Present days
Marketing Orientation  (市場定位) The ' marketing orientation' is perhaps the most common orientation used in contemporary marketing. It involves a firm essentially basing its marketing plans around the marketing concept, and thus supplying products to suit  new consumer tastes . As an example, a firm would employ market research to gauge consumer desires, use R&D to develop a product attuned to the revealed information, and then utilize promotion techniques to ensure persons know the product exists. 分工 Market research –  研究消費者需求 R﹠D﹣ 研發商品 Promotion –  將商品推至消費者手中
Marketing Mix (4P’s of Marketing)
4P’s  思考決策 Product decision  產品 品牌名稱 品質(功能、外觀、安全、包裝、維修、保固、週邊及服務等) Price decision  價格 價格策略(折扣、通路商價格、零售價格、現金價格、季節價、同捆價、大量折扣等) 價格彈性 Place decision  通路 運送通路 (市場範圍、特別通路、通路中心、訂購流程、運送) 回收物流 Promotion decision  促銷 促銷策略 廣告 個人行銷/客戶關係管理
SIVA Model SIVA Model (Solution, Information, Value and Access) is basically the 4P’s renamed and rewarded to provide a  customer focus .  PRODUCT becomes  SOLUTION : The idea here is that  what’s being sold is driven by consumer need . The community now defines that product instead of marketing. Marketing’s role is to understand and articulate user need to the company.  (解決方案) PRICE becomes  VALUE : Here pricing is driven by  the value a product offers users rather than by economic theories . With new economic models there are more and more opportunities for customers to actually set pricing through services like Google AdWords. ( 品牌價值 ) PLACEMENT becomes  ACCESS : Again, rather than defining where the product will be sold, it’s about providing access to users  when and where they want it .  (隨手可得) PROMOTION becomes  INFORMATION : Rather than placing advertisements out in the world, this approach is simply about providing users with information about the product so they can determine if it offers value as a solution and is readily accessible. ( 開箱文、美食推文)
SWOT Analysis - Definition SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project in a business venture. It involves specifying the objective of the business venture or project and identifying the  internal  and  external  factors that are favorable and unfavorable to achieve that objective. A SWOT analysis must first start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model.
SWOT Analysis - Steps Set Objectives  (設定目標) Environmental Scanning  (外在環境優劣掃描) Analysis of existing strategies  (現存策略分析) Strategic Issues  (分析議題) Develop/Establish  (發展及建立) Preparation  (準備) Monitoring  (監控)
SWOT 分析,真的假的? SWOT 分析是管理學上極有用的工具,許多政府及私人計畫書都會要求撰寫。 SWOT 簡單一句話,就是  知己知彼、百戰百勝 SWOT 分析是否真的有用? 只是現狀的自我分析,缺乏時間前後的預測 只是靜態分析,缺乏動態預測 個人經驗分享 SWOT 只是初步的分析,還需投入更多策略的研判、成本的考量及隨時修正計畫重心。 Strength ( 優勢)  -  內在條件 Weakness  (弱勢) Opportunities  (機會) ﹣ 外在機會 Threats  (威脅)
課堂練習﹣ 大學生應不應該打工之 SWOT 分析 優勢: 弱勢 機會 威脅 重點是要研判是否值得採取步驟? 要花多少代價?
Homework #1 (9/30 截止) 請同學們由下例選項組合中任選一組進行其行銷決策之分析並比較其異同。關於其行銷決策,同學可由課堂上所介紹的 4P’s  或  SIVA Model 來作說明,可以的話請說明其行銷策略之異同與優劣。 (本題為分組作業,兩人為一組,佔本次作業成績 50﹪ ) Apple iPhone 4  v.s.  Android HTC Desire Panasonic GF1 v.s. SONY NEX5 蔡依林  v.s.  蕭亞軒 痞子英雄  v.s.  艋舺 自選
Homework #1 (9/30 截止) 請同學針對自身能力自由設定為任一領域達人之 SWOT 分析。(例如 一年內成為吉他王子、一年內爆紅、半年內成績第一等) (此題為個人作答,佔此次成績之 50﹪ )
網路行銷概念
Web 1.0  Marketing
Web 2.0 Marketing
網路行銷專案管理 目標 / 策略模式 (Goal & Strategy Model) 最佳化原理 資源有限條件下,選用最有效的策略(組合),來達到設定的目標 行銷前的省思 SWOT 分析
Reference MBA  智庫百科 http://wiki.mbalib.com/wiki/%E9%A6%96%E9%A1%B5

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網路行銷

  • 1. 網路媒體設計與行銷 Lecture 2 什麼是行銷? 亞太數媒系 陳弘正
  • 2. 學習大綱 行銷的定義 行銷的演變 行銷 4P 理論 SWOT 決策分析 隨堂練習 回家作業 No.1
  • 3. 行銷的定義 ( Definition of Marketing) Marketing is the process by which companies create customer interest in goods or services. It generates the strategy that underlies sales techniques, business communication, and business development. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions. It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors . Keywords : Company, Customer, Competitor http://en.wikipedia.org/wiki/Marketing
  • 4. Evolution of Marketing (I) Early Stage Orientation Profit driver Timeframe Production Production methods Until 1950s Product Quality of Product Until 1960s Selling Selling Methods 1950s & 1960s Marketing Needs and Wants of Customers 1970 to Present days
  • 5. Marketing Orientation (市場定位) The ' marketing orientation' is perhaps the most common orientation used in contemporary marketing. It involves a firm essentially basing its marketing plans around the marketing concept, and thus supplying products to suit new consumer tastes . As an example, a firm would employ market research to gauge consumer desires, use R&D to develop a product attuned to the revealed information, and then utilize promotion techniques to ensure persons know the product exists. 分工 Market research – 研究消費者需求 R﹠D﹣ 研發商品 Promotion – 將商品推至消費者手中
  • 6. Marketing Mix (4P’s of Marketing)
  • 7. 4P’s 思考決策 Product decision 產品 品牌名稱 品質(功能、外觀、安全、包裝、維修、保固、週邊及服務等) Price decision 價格 價格策略(折扣、通路商價格、零售價格、現金價格、季節價、同捆價、大量折扣等) 價格彈性 Place decision 通路 運送通路 (市場範圍、特別通路、通路中心、訂購流程、運送) 回收物流 Promotion decision 促銷 促銷策略 廣告 個人行銷/客戶關係管理
  • 8. SIVA Model SIVA Model (Solution, Information, Value and Access) is basically the 4P’s renamed and rewarded to provide a customer focus . PRODUCT becomes SOLUTION : The idea here is that what’s being sold is driven by consumer need . The community now defines that product instead of marketing. Marketing’s role is to understand and articulate user need to the company. (解決方案) PRICE becomes VALUE : Here pricing is driven by the value a product offers users rather than by economic theories . With new economic models there are more and more opportunities for customers to actually set pricing through services like Google AdWords. ( 品牌價值 ) PLACEMENT becomes ACCESS : Again, rather than defining where the product will be sold, it’s about providing access to users when and where they want it . (隨手可得) PROMOTION becomes INFORMATION : Rather than placing advertisements out in the world, this approach is simply about providing users with information about the product so they can determine if it offers value as a solution and is readily accessible. ( 開箱文、美食推文)
  • 9. SWOT Analysis - Definition SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. A SWOT analysis must first start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model.
  • 10. SWOT Analysis - Steps Set Objectives (設定目標) Environmental Scanning (外在環境優劣掃描) Analysis of existing strategies (現存策略分析) Strategic Issues (分析議題) Develop/Establish (發展及建立) Preparation (準備) Monitoring (監控)
  • 11. SWOT 分析,真的假的? SWOT 分析是管理學上極有用的工具,許多政府及私人計畫書都會要求撰寫。 SWOT 簡單一句話,就是 知己知彼、百戰百勝 SWOT 分析是否真的有用? 只是現狀的自我分析,缺乏時間前後的預測 只是靜態分析,缺乏動態預測 個人經驗分享 SWOT 只是初步的分析,還需投入更多策略的研判、成本的考量及隨時修正計畫重心。 Strength ( 優勢) - 內在條件 Weakness (弱勢) Opportunities (機會) ﹣ 外在機會 Threats (威脅)
  • 12. 課堂練習﹣ 大學生應不應該打工之 SWOT 分析 優勢: 弱勢 機會 威脅 重點是要研判是否值得採取步驟? 要花多少代價?
  • 13. Homework #1 (9/30 截止) 請同學們由下例選項組合中任選一組進行其行銷決策之分析並比較其異同。關於其行銷決策,同學可由課堂上所介紹的 4P’s 或 SIVA Model 來作說明,可以的話請說明其行銷策略之異同與優劣。 (本題為分組作業,兩人為一組,佔本次作業成績 50﹪ ) Apple iPhone 4 v.s. Android HTC Desire Panasonic GF1 v.s. SONY NEX5 蔡依林 v.s. 蕭亞軒 痞子英雄 v.s. 艋舺 自選
  • 14. Homework #1 (9/30 截止) 請同學針對自身能力自由設定為任一領域達人之 SWOT 分析。(例如 一年內成為吉他王子、一年內爆紅、半年內成績第一等) (此題為個人作答,佔此次成績之 50﹪ )
  • 16. Web 1.0 Marketing
  • 18. 網路行銷專案管理 目標 / 策略模式 (Goal & Strategy Model) 最佳化原理 資源有限條件下,選用最有效的策略(組合),來達到設定的目標 行銷前的省思 SWOT 分析
  • 19. Reference MBA 智庫百科 http://wiki.mbalib.com/wiki/%E9%A6%96%E9%A1%B5