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安麗整合公關促銷 計畫 PowerPoint PPT Presentation


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安麗整合公關促銷 計畫. 壹、策略前思考 一、企劃前提 二、環境分析 三、SWTO 分析. 一、企劃前提 安麗日用品股份有限公司於 1982 年在台灣成立分公司,為國內歷史最悠久、組織最龐大、體制最健全的直銷公司 ,並持續以推動國內直銷業市場的健全發展為己任,故被各界所推崇,享有國內直銷業中的龍頭地位。. 但近二年來,適逢國內經濟不景氣以及眾多業者加入直消行業,市場競爭激烈;而少數不肖業者不實行為,亦對直銷造成負面的影響。 此次,安麗公司希望尋找合適的促銷企劃,作好溝通傳播的工作,以爭取整體的競爭優勢。.

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安麗整合公關促銷 計畫

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5470786


5470786

SWTO


5470786

1982


5470786


5470786

XX


5470786

()

(700200)

500

()


5470786

(Internet)


5470786

(700200)

81 700 200 10


5470786

81 86 5 2 84 30% 86 1/3 2/3 15%


5470786

500

520 6


5470786

(

)

84


5470786


5470786

60% 70%


5470786

( Internet

...)

(Internet)(Intranet)Amnet


5470786

()


5470786


5470786


5470786

ISO


5470786


5470786

()

()


5470786

1. (Amway)

1982

53 19

300


5470786

1987

()

15


5470786

2. (Nu Skin)

1990

85

43

53%


5470786

(

)


5470786

3. (Forever)

1987

40 13


5470786

4. (Mary Kay)

23%


5470786

(Make it simple)

()


5470786

5. (Double Crane)

1987


5470786


5470786

15 % 53% 23%


5470786

SWOT

(Opportunities)

(Threats)

(Strengths)

(Weaknesses)


5470786

(Opportunities)


5470786

(Threats)

()


5470786

(Strengths)


5470786

(Weaknesses)

19


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-- 1.

2.

3.

4.

-- 1.

2.

3.


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21


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21


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;


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:

()

()


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()

()


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1. 25-40

2. 18-24

3. 41-55


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1.


5470786

2.

Hero Product

()

Markering Communication


5470786

/

1998


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.

~~


5470786

()

--

--

-- XX XX

-- 1.

2.

3.

4.


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--

--

-- XX XX

-- 1. 15

2.

3.

4.


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--

--

-- XX XX

-- 1.

2.

3.

4.


5470786

--

--

-- XX XX

-- 1.

2.

3.


5470786

()

--

--

-- XX XX

-- 1.

2.

3.

4.


5470786

()

-- 1998

--

-- XX XX

-- 1.

2.


5470786

()

()

()

()


5470786

()

:

:XXX


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:

()

:


5470786

()

:

:XXX

:

:TVBS

: 1.

2. 10-15


5470786

()

:

:XXX

:

()

()

(TVBS WINDOW

)


5470786

: 1. ()

2. //

3.


5470786

()

:

:XXX

:

: 1.

2.

:


5470786


5470786

:

:XXX

: ()

: ()


5470786

()


5470786

()

TVBS

U2


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()

1.


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2.


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3.


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4.


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5.


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6.


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7.


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8.


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()


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()

1.

:


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...


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2.

...


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()

1.

A.

B.

C.

D.

E.

F.


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2.

PR


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3.


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() (:

...)

() (:

...)

()

()

()

()


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1.

2.

3.

4.

5

156

156

1510

600

660

150

100

1666


5470786


5470786

1.

2.

3./


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4.

5.


5470786

() ()


5470786

(CONTACT REPORT)

24

1.

2.

3.

4.

5.


5470786

(MONTHKY REPORT)

10


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(REGULAR MEETING)

2


5470786


5470786


5470786

//

NT$ 6,000

NT$ 4,500

NT$ 3,500

NT$ 2,800

NT$ 2,200

NT$ 800


5470786

17.65


5470786


5470786

5


5470786

4

4

4

3

3

2

4

24

2,200

2

2

1

1

3

2

11

2,800

1

1

0.5

0.5

2

1

6

3,500

1

0.5

0.5

1

1

4

4,500

0.5

1

0.5

2

6,000

7

9

6

5

10

2

8

47

--

52,800

30,800

21,000

18,000

12,000

134,600

5


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