Team5-Week14

書店產業比較、分析與行銷企畫 9935002 王語菁 9935011 劉映妏

書店產業背景 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

誠品營業收入淨額成立網路書店景氣低迷、無暢銷書、產業萎縮展店期、發生財務危機整合餐飲、用品通路銷售誠品信義店開幕轉虧為盈

金石堂營業收入淨額網路書店成立，實體部份持續下滑金石堂的經銷危機 -3.41 成立網路書店景氣低迷、無暢銷書、產業萎縮

兩家合併比較圖 2002 外在環境影響持續上升

金石堂收入不敵誠品 ? ,[object Object]

比較 STP 、 SWOT 與行銷手法

市場區隔 market segmentation 金石堂專買教科書價格導向親民國內 ( 社區型 ) 誠品享受氣氛顧客導向體驗新鮮外文書需求藝術與人文國內 ( 商業型 ) 、海外

目標市場 market targeting 市場定位 market positioning 金石堂學生族喜愛經濟實惠的人任何年齡一般社區居民誠品較高收入享受生活的人 20 歲以上商業人士金石堂 ( 經濟實惠 ) 低價位書店特定種類書籍有多選擇貼近人民生活圈中誠品 ( 人文與國際化 ) 高格調個性化國際化人文素養都市化

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],S W

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],O ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],T

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],實體行銷網路行銷

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

為了瞭解消費者到底在想什麼我們決定展開市場調查 !!!

問卷回收內容 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

問卷分析 - 性別 ,[object Object],[object Object],[object Object],[object Object],[object Object],問卷分析 - 品牌與地域性

問卷分析 - 年齡 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],問卷分析 - 職業

問卷分析 - 教育程度 ,[object Object],[object Object],問卷分析 - 每月可支配所得 ,[object Object],[object Object]

問卷分析 - 婚姻狀態 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],總結 ,[object Object],[object Object],[object Object],[object Object]

內部環境 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

內部產品 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

輔助 - 外部行銷活動 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

參考文獻 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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