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Chapter 01 Ç×°ø¿î¼Û»ê¾÷ÀÇ È¯°æº¯È..................................................12
Á¦ 1 Àý Ç×°ø¿î¼Û»ê¾÷ÀÇ °³³ä.........................................................14
1. Ç×°ø¿î¼Û»ê¾÷ÀÇ ºÐ·ù.........................................................14
2. Ç×°ø¿î¼ÛÀÇ Æ¯¼º................................................................15
Á¦ 2 Àý Ç×°ø»ê¾÷ÀÇ ¹ßÀü°úÁ¤.........................................................17
1. Ç×°ø¿î¼Û»ê¾÷ÀÇ ¹ßÀü°úÁ¤..................................................17
2. Ç×°ø»ê¾÷ÀÇ ±ÔÁ¦¿ÏÈ.........................................................18
3. ±¹³» Ç×°ø»ê¾÷ÀÇ ¹ßÀü°úÁ¤.................................................21
4. 2020³â Äڷγª ¹ÙÀÌ·¯½º ¹ß¹ß°ú Ç×°ø¾÷°è µ¿Çâ................25
Chapter 02 °í°´ÀÇ ÀÌÇØ ¹× °í°´¸¸Á·....................................................32
Á¦ 1 Àý °í°´ÀÇ Á¤ÀÇ ¹× °³³äÀÇ º¯È...............................................34
1. °í°´ÀÇ Á¤ÀÇ ¹× ±¸¼º...........................................................34
2. °í°´ °³³äÀÇ º¯È...............................................................35
Á¦ 2 Àý °í°´ÀÇ ¿å±¸ ¹× Çൿ...........................................................37
1. °í°´ÀÇ ´ÏÁî(needs)¿Í ¿å±¸...................................................37
2. °í°´ÀÇ À¯Çü.......................................................................38
3. °í°´ÀÇ Çൿ.......................................................................41
Á¦ 3 Àý °í°´¸¸Á·............................................................................47
1. °í°´¸¸Á·ÀÇ °³³ä................................................................47
2. ¼ºñ½º Ç°Áú °í°´¸¸Á·........................................................48
Chapter 03 ¼ºñ½º ¸¶ÄÉÆÃ....................................................................56
Á¦ 1 Àý ¼ºñ½ºÀÇ °³³ä....................................................................58
1. ¼ºñ½º¶õ ¹«¾ùÀΰ¡.............................................................58
2. ¼ºñ½ºÀÇ Æ¯¼º....................................................................59
3. ¼ºñ½ºÀÇ ºÐ·ù - ¼ºñ½º °øÁ¤ ¸ÅÆ®¸¯½º..............................61
4. ¼ºñ½ºÀÇ ºÐ·ù - ¼ºñ½ºÀÇ ³× °¡Áö ¿µ¿ª.............................62
5. ¼ºñ½ºÀÇ ÀÇÀÇ....................................................................64
Á¦ 2 Àý Á¦Á¶¾÷°ú ¼ºñ½ºÀÇ À¶ÇÕ.....................................................66
1. Á¦Á¶±â¾÷ÀÇ ¼ºñ½º ¿µ¿ª È®´ë.............................................67
2. ¼ºñ½º ±â¾÷ÀÇ ¼ºñ½º ¿µ¿ª È®´ë........................................68
Á¦ 3 Àý ¼ºñ½º ¸¶ÄÉÆà Àü·«............................................................69
1. ¼ºñ½º ¸¶ÄÉÆà ÇÁ·Î¼¼½º.....................................................69
2. ¼ºñ½º ¸¶ÄÉÆà Àü·« ¿¹½Ã- Southwest Ç×°øÀÇ ¼ºñ½º Àü·«.....70
Chapter 04 ¼ºñ½º Ç°Áú °ü¸® ¹× ȸº¹..................................................76
Á¦ 1 Àý ¼ºñ½º Ç°Áú °ü¸®................................................................78
1. ¼ºñ½º Ç°Áú °ü¸®ÀÇ °³³ä ¹× ±¸¼º.......................................78
2. ¼ºñ½º Ç°ÁúÀÇ ÃøÁ¤ ...........................................................81
3. Ç×°ø¿î¼Û¼ºñ½ºÀÇ Ç°Áú °ü¸® .............................................85
Á¦ 2 Àý ¼ºñ½º ȸº¹........................................................................88
1. ¼ºñ½º ȸº¹ÀÇ °³³ä ¹× Ư¼º...............................................88
2. ¼ºñ½º ȸº¹ÀÇ ¹æ¹ý............................................................90
Chapter 05 Ç×°ø ¸¶ÄÉÆÃÀÇ °³¿ä..........................................................100
Á¦ 1Àý ¸¶ÄÉÆÃÀÇ °³³ä....................................................................102
1. ¸¶ÄÉÆÃÀ̶õ ¹«¾ùÀΰ¡.......................................................102
2. STP - Segmentation...................................................105
3. STP - Targeting............................................................107
4. STP - Positioning ........................................................109
5. ¸¶ÄÉÆà ÇÁ·Î¼¼½ºÀÇ µµ½ÄÈ...............................................111
Á¦ 2 Àý ¸¶ÄÉÆÃÀÇ º¯Ãµ...................................................................112
1. ¸¶ÄÏ 1.0 - Á¦Ç° Áß½É.......................................................112
2. ¸¶ÄÏ 2.0 - ¼ÒºñÀÚ Áß½É...................................................113
3. ¸¶ÄÏ 3.0 - Àΰ£, °¡Ä¡ Áß½É..............................................113
4. ¸¶ÄÏ 4.0 - ÃÊ ¿¬°áµÈ ½ÃÀå...............................................114
Á¦ 3 Àý Ç×°ø ¸¶ÄÉÆà °³¿ä..............................................................116
1. Ç×°ø¿î¼Û¼ºñ½ºÀÇ Æ¯¼º....................................................116
2. Ç×°ø»ç ¸¶ÄÉÆÃÀÇ Æ¯¼º......................................................117
Chapter 06 Ç×°ø»ç ¸¶ÄÉÆà Àü·« .........................................................122
Á¦ 1 Àý °æ¿µÈ¯°æºÐ¼®...................................................................124
1. ÀÚ»ç(Company) ȯ°æºÐ¼®.....................................................125
2. °æÀïÀÚ(Competitor) ºÐ¼®.......................................................127
3. °í°´(Customer) ºÐ¼®............................................................129
Á¦ 2 Àý ½ÃÀå¼¼ºÐÈ.......................................................................130
1. ½ÃÀå¼¼ºÐÈÀÇ °³³ä...........................................................130
2. ½ÃÀå¼¼ºÐÈÀÇ ±âÁØ...........................................................131
3. ½ÃÀå¼¼ºÐÈÀÇ ¸ñÀû...........................................................133
4. ¼¼ºÐ½ÃÀåÀÇ ¿ä°Ç..............................................................134
Á¦ 3 Àý Ç¥Àû½ÃÀå..........................................................................134
1. ¼¼ºÐ½ÃÀå Æò°¡..................................................................134
2. Ç¥Àû½ÃÀå ¼±ÅÃ..................................................................135
Á¦ 4 Àý Æ÷Áö¼Å´×(Positioning)............................................................137
1. Æ÷Áö¼Å´×ÀÇ °³³ä..............................................................137
2. Æ÷Áö¼Å´× Àü·«ÀÇ ¼ö¸³°úÁ¤...............................................137
Chapter 07 ¸¶ÄÉÆà ¹Í½º(7P¡¯s) Àü·«......................................................142
Á¦ 1 Àý ÀüÅëÀû ¸¶ÄÉÆà ¹Í½º(4P).....................................................144
1. »óÇ°(Product)......................................................................144
2. °¡°Ý(Price).........................................................................147
3. À¯Åë(Place).........................................................................150
4. ÃËÁø(Promotion)...................................................................152
Á¦ 2 Àý È®ÀåµÈ ¸¶ÄÉÆà ¹Í½º(3P).....................................................154
1. ¹°¸®Àû Áõ°Å(physical evidence)..............................................155
2. ÇÁ·Î¼¼½º(process)...............................................................156
3. »ç¶÷(people).......................................................................159
Á¦ 3 Àý ¸¶ÄÉÆà ¼º°úÆò°¡...............................................................161
1. ¸¶ÄÉÆà ¼º°úÆò°¡ÀÇ ÀÇÀÇ...................................................161
2. ¸¶ÄÉÆà ¼º°úÆò°¡ÀÇ °úÁ¦...................................................162
Chapter 08 Ư¼ö ¸¶ÄÉÆÃ.....................................................................166
Á¦ 1 Àý °ü°è ¸¶ÄÉÆÃ......................................................................168
1. °ü°è ¸¶ÄÉÆÃÀÇ °³³ä..........................................................168
2. °ü°è ¸¶ÄÉÆÃÀÇ ¸ñÀû..........................................................169
3. °ü°è ¸¶ÄÉÆÃÀÇ Æ¯Â¡..........................................................170
4. Ç×°ø»çÀÇ °ü°è ¸¶ÄÉÆÃ......................................................172
Á¦ 2 Àý Á¦ÈÞ ¸¶ÄÉÆÃ......................................................................173
1. Á¦ÈÞ ¸¶ÄÉÆÃÀÇ °³³ä..........................................................173
2. Á¦ÈÞ ¸¶ÄÉÆÃÀÇ Æ¯Â¡..........................................................173
3. Ç×°ø»ç°£ Á¦ÈÞ ÇÁ·Î±×·¥ÀÇ µµÀÔ¹è°æ................................175
4. Ç×°ø»ê¾÷¿¡¼ÀÇ Àü·«Àû Á¦ÈÞ À¯Çü....................................177
5. Ç×°ø»ç Àü·«Àû Á¦ÈÞÀÇ ÇöȲ..............................................179
Á¦ 3 Àý ³»ºÎ ¸¶ÄÉÆà ....................................................................182
1. ³»ºÎ ¸¶ÄÉÆà ÀÇ °³³ä.........................................................182
2. ³»ºÎ ¸¶ÄÉÆà ±¸¼º¿äÀÎ....................................................183
Á¦ 4 Àý ¹®È ¸¶ÄÉÆÃ......................................................................186
1. ¹®È ¸¶ÄÉÆÃÀÇ °³³ä..........................................................186
2. ¹®È ¸¶ÄÉÆÃÀÇ È¿°ú..........................................................188
Chapter 09 Ç×°ø ¸¶ÄÉÆà »ç·Ê ¿¬±¸.....................................................192
Á¦ 1 Àý ±¹³» FSC ¸¶ÄÉÆà »ç·Ê...................................................194
1. ´ëÇÑÇ×°ø..........................................................................194
2. ¾Æ½Ã¾Æ³ªÇ×°ø...................................................................199
Á¦ 2 Àý Àúºñ¿ë Ç×°ø»ç ¸¶ÄÉÆà »ç·Ê..............................................204
1. ¿¡¾î¼¿ï .........................................................................204
2. À̽ºÅ¸ Ç×°ø ....................................................................206
3. ¿¡¾îºÎ»ê..........................................................................207
4. Á¦ÁÖÇ×°ø .........................................................................209
5. Ƽ¿þÀÌ Ç×°ø»ç..................................................................211
6. Áø¿¡¾î..............................................................................214
Á¦ 3 Àý ÇØ¿Ü Ç×°ø»ç ¸¶ÄÉÆà ¼º°ø »ç·Ê..........................................216
1. ½ºÄíÆ® Ç×°ø.....................................................................216
2. »ç¿ì½º¿þ½ºÆ® Ç×°ø...........................................................216
3. ½Ì°¡Æ÷¸£ Ç×°ø..................................................................217
Chapter 10 ÆÐŰ¡ ¹× ÇÁ·Î±×·¡¹Ö......................................................222
Á¦ 1 Àý ÆÐŰ¡°ú ÇÁ·Î±×·¡¹ÖÀÇ Á¤ÀÇ............................................224
1. ÆÐŰ¡°ú ÇÁ·Î±×·¡¹Ö.......................................................224
2. ÆÐÅ°Áö ¿©Çà»óÇ°ÀÇ Æ¯¼º...................................................225
Á¦ 2 Àý ÆÐÅ°Áö ¿©Çà»óÇ° .............................................................227
1. ÆÐÅ°Áö ¿©Çà»óÇ°ÀÇ ±¸¼º¿ä¼Ò............................................227
Á¦ 3 Àý ÆÐÅ°Áö ÇÁ·Î±×·¡¹Ö Âü°¡...................................................230
1. ÆÐÅ°Áö ÇÁ·Î±×·¡¹Ö¿¡ÀÇ Âü°¡............................................230
2. ÆÐŰ¡¿¡ Âü¿©ÇÏ´Â ÀÌÀ¯...................................................230
Á¦ 4 Àý ÆÐŰ¡ ÇÁ·Î±×·¡¹ÖÀÇ ¿ªÇÒ ¹× »óÇ°°³¹ß............................233
1. ÆÐŰ¡ ÇÁ·Î±×·¡¹ÖÀÇ ¿ªÇÒ...............................................233
2. È¿°úÀûÀÎ ÆÐÅ°Áö ÇÁ·Î±×·¥ °³¹ßÀ» À§ÇÑ ÇÑ°è...................234
Âü°í¹®Çå.......................................................................................239
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