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第 12 章 網路行銷組合 — 產品 (Product) PowerPoint PPT Presentation


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第 12 章 網路行銷組合 — 產品 (Product). 電子商務與網路行銷 ( 第 2 版 ). 本章學習目標. 1. 了解什麼是產品 2. 了解產品策略 3. 了解什麼是品牌 4. 了解品牌策略 5. 了解適合網路上交易的商品 6. 了解數位化商品. 導讀 — 真實網路 (RealNetworks) 公司. 在擁有 PC 的美國家庭中,有 99 %都已裝置串流媒體的用戶端播放器 (Streaming Media Player) ,主要是由 RealNetworks 的 RealPlayer

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第 12 章 網路行銷組合 — 產品 (Product)

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12 (Product)

(2)


1.

2.

3.

4.

5.

6.

(2)


(RealNetworks)

  • PC99(Streaming Media Player)

    • RealNetworks RealPlayer

    • Microsoft Windows Media Player

    • Apple QuickTime

(2)


  • (product)

  • (product item)(stock-keeping unit)(product variant)

(2)


(2)


12-1

1.

2.

3.

(2)


(2)


(Philp Kotler)

1.(core product)

2.

3.

4.

5.

(2)


12-2

(2)


  • ()

    • (consumer product)

    • (business product)

(2)


(2)


1.

2.

3.

4.

(2)


  • (product items)Nike16Nokia6820BMWZ5

  • (product line)Nike

  • (product mix)(product assortment)

(2)


12-4

(2)


(2)


  • (Product Life Cycle, PLC)(introduction)(growth)(maturity)(decline)

  • 12-5(Time)(Sales Volume)

(2)


12-5

(2)


12-1

(2)


12-6

(2)


1.(width)

2.(length)

3.(depth)

4.(consistency)

(2)


1. (line stretching)

(1)

(2)

(3)

(2)


2. (line filling)

3. (line pruning)

4. (line adjusting)

(2)


(product/market expansion matrix)12-7

1.

2.

(2)


3.

4.

(1).

(2).

(2)


12-7

(2)


Hiam & Schewe (1995) 7

1.

2.

3.

4.

5.

6.

7.

(2)


1.

2.

3.

4.

5.

6.

(2)


12-8

(2)


1.(first mover advantage)

2.

3.

(1)

(2)

(3)

(2)


  • (brand)

(2)


12-9

(2)


1.

2.

3.

4.

5.

(2)


(brand equity)

  • (brand equity)(symbol)

  • 12-10

(2)


12-10

(2)


(corporate identity system; CIS)

  • (CIS)

(2)


1.(Content)

2.(Context)

3.(Infrastructure)

(2)


1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

(2)


1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

(2)


(2)


(Long Tail)

  • (big hits)

(2)


(Long Tail)

  • CDCD(Wal-Mart)4,000CDCD1%99%CD

  • Amazon80CDCDCD

(2)


  • ()()()()()()

(2)


(2)


  • Digitize0 1

(2)


12-11

(2)


1.

2.

3.

(2)


1.

2. (Experience good)

3.

4. (Lock-in)(Switching cost)

5. (Positive feedback)(Network effect)

6.

7.

(2)


12-12

(2)


1. (Searching cost)

2. (Information cost)

3. (Contracting cost)

4. (Enforcing cost

5. (Maintenance cost

(2)


1.

2.

3.

(2)


1.

2.

3.

(2)


1.

2.

3.

(2)


(2)


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