12 product
This presentation is the property of its rightful owner.
Sponsored Links
1 / 53

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


  • 76 Views
  • Uploaded on
  • Presentation posted in: General

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

Download Presentation

第 12 章 網路行銷組合 — 產品 (Product)

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


12 product

12 (Product)

(2)


12 product

1.

2.

3.

4.

5.

6.

(2)


Realnetworks

(RealNetworks)

  • PC99(Streaming Media Player)

    • RealNetworks RealPlayer

    • Microsoft Windows Media Player

    • Apple QuickTime

(2)


12 product

  • (product)

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

(2)


12 product

(2)


12 product

12-1

1.

2.

3.

(2)


12 product

(2)


12 product

(Philp Kotler)

1.(core product)

2.

3.

4.

5.

(2)


12 product

12-2

(2)


12 product

  • ()

    • (consumer product)

    • (business product)

(2)


12 product

(2)


12 product

1.

2.

3.

4.

(2)


12 product

  • (product items)Nike16Nokia6820BMWZ5

  • (product line)Nike

  • (product mix)(product assortment)

(2)


12 product

12-4

(2)


12 product

(2)


12 product

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

  • 12-5(Time)(Sales Volume)

(2)


12 product

12-5

(2)


12 product

12-1

(2)


12 product

12-6

(2)


12 product

1.(width)

2.(length)

3.(depth)

4.(consistency)

(2)


12 product

1. (line stretching)

(1)

(2)

(3)

(2)


12 product

2. (line filling)

3. (line pruning)

4. (line adjusting)

(2)


12 product

(product/market expansion matrix)12-7

1.

2.

(2)


12 product

3.

4.

(1).

(2).

(2)


12 product

12-7

(2)


12 product

Hiam & Schewe (1995) 7

1.

2.

3.

4.

5.

6.

7.

(2)


12 product

1.

2.

3.

4.

5.

6.

(2)


12 product

12-8

(2)


12 product

1.(first mover advantage)

2.

3.

(1)

(2)

(3)

(2)


12 product

  • (brand)

(2)


12 product

12-9

(2)


12 product

1.

2.

3.

4.

5.

(2)


Brand equity

(brand equity)

  • (brand equity)(symbol)

  • 12-10

(2)


12 product

12-10

(2)


Corporate identity system cis

(corporate identity system; CIS)

  • (CIS)

(2)


12 product

1.(Content)

2.(Context)

3.(Infrastructure)

(2)


12 product

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

(2)


12 product

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

(2)


12 product

(2)


Long tail

(Long Tail)

  • (big hits)

(2)


Long tail1

(Long Tail)

  • CDCD(Wal-Mart)4,000CDCD1%99%CD

  • Amazon80CDCDCD

(2)


12 product

  • ()()()()()()

(2)


12 product

(2)


12 product

  • Digitize0 1

(2)


12 product

12-11

(2)


12 product

1.

2.

3.

(2)


12 product

1.

2. (Experience good)

3.

4. (Lock-in)(Switching cost)

5. (Positive feedback)(Network effect)

6.

7.

(2)


12 product

12-12

(2)


12 product

1. (Searching cost)

2. (Information cost)

3. (Contracting cost)

4. (Enforcing cost

5. (Maintenance cost

(2)


12 product

1.

2.

3.

(2)


12 product

1.

2.

3.

(2)


12 product

1.

2.

3.

(2)


12 product

(2)


  • Login