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1、Gentle Breeze,Your Subtitle Goes Here,Your Topic Goes Here,Your subtopic goes here,Transitional Page,Your Topic Goes Here,Your subtopic goes here,Elements,,Case 028,Mechanism,Consumer Benefit,Consumer value,Value for object,Just fit,In-control,Self-esteem, , , , , ,Communication Concept,Communicatio
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4、relation,Concept,Case 042,convenience,practicality,specialty,New Brand, .,Case 044,Maturity stage,PLC,Case 045,Client Orientation,Media Promotion,Client, ,Agency, /,Agency,Client,Concept,/ideation,Planning,Production,Execution,Case 046,Place(),Promotion(),Price(),Product(),4PS ,Client, ,Agency, /,Ag
5、ency,Client,Concept,Media / Promotion,Planning,Client orientation,Production,execution,/ideation,Strength,Weakness,Opportunity,Threat,SWOT,: 20 pt text,: 20 pt text,: 20 pt text,: 20 pt text, ,- - ,- - ,- - ,Weakness,Strength,Threat,Opportunity,SWOT Analysis,Place,Promotion,4PS,Price,Product,Distrib
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9、e of New,New Product is Available,Buy New Product,Renewal Category,Search System,Community Shop,Web Design,Recruit System,Mailing system, ,advertising,creative,Media planning,measurability,concept,1,2,2,2,0,Case 070, ?,Are you getting there?, ?,Where are we?, ?,Why are we there?, ?,How could we get
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11、nel Enhancement, : PwC,eBiz Transformation,Solution Development,30%,60%,30%,60%,Customer,Customer,Supplier,Supplier,Loyalty,System Integration,eCRM IRM PRM,Solution Development,eOffice,eConsulting,eVenture,eSolution,eCompany,Business Domain,eBiz Strategy Consulting. eBiz Management Consulting eBiz R
12、estructure Consulting,eCRM(Web call center) eCommunity eFAX(Dial Fax) eIRM WCMS,Real estate portal Network swap service Internet Fax Tour portal Internet broadcasting Community portal,EDMS GroupWare Enterprise Knowledge Internet Purchasing System,Application,Web DB Integration Mobile Application Cus
13、tomer Integrated,Home Page,System,Solution,e-branding Web Style Guide On-line Marketing,DB/Web Server Multimedia Server Wireless/Security,e-CRM e-Marketing WCMS .,e-Business Transformation,Marketing Innovation,Channel Innovation, , ,eOffice Solution Planning, , , ,() / ., , ,45%,15%,5%,35%, .,Electr
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15、ution,eBiz Consulting,SI Service & Solution,Network Integration,50%,15%,10%,10%,15%,30%,20%,30%,7%,10%,5%,SCM CMS ERM ERP KMS HRM,SCM (Supply Chain Management),2004,2003,ERM (Enterprise Resource Management),SI Development & Solutions, 2,3. ,2. ,4. ,5. ,6. ,1. , 2, , (), / , : 100 / : 10, / (), , , ,
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17、lish,Interact,Transact,Integrate,Customer Information Access HSE Communication,Customer and Technical Support Supplier Relationship Management,Electronic Order to Cash Electronic Procurement Supplier Bidding & Selection,Integrated Planning and Forecasting Integrated Plant Management,: ,e-Business _F
18、ulfill Demand,Proposal,- Web Site System ,Value,2003,2004,2005,2006, / ,e-Branding B2B / B2E Web (EIP) personalization(e-CRM / DM ), ,E-Biz , ,1,2,3, Branding & Identity (Web CI) Business / (Site Concept) System & Solutions,Web Site, 2003, 2004,EIP,e-Biz SI,Web SI,Web, 2005,eBiz Planning eBiz Integr
19、ation e-Package/Solution e-learning Solution e-Total Marketing,Web Identity Web Contents Web Promotion Web Applications,Web SI Planning Web System Integration SMS / eFax / Mailing eCRM / IRM / CMS e-Marketing(PRM),Web SI & eSolution,e-biz Total Solution,eBiz Value,eBiz Transformation,锐普PPT论坛chinakui
20、收集,, IT. , : , IT , IT ,10 20 50 100 100 ,100 (845 ),10 (4,159 ),5 10 100 200 200 , ,30%,30%,40%,50%,( : %),100 80 60 40 20 0,1,2,3,4,Solution ,CMS,GW/KMS,PMS,SCM, ,946,973,989,1,078,1,110,1,195,1997,1998,1999,2000,2001,2002,4,000 3,000 2,000 1,000,(),(/),: ,目录,【媒体报道不断】,媒体选择,报刊,短信,电视,广播,户外广告,在船未到达城市
21、前，即展开充分的舆论攻势，形成民众期盼的氛围。,首开先河、气 势磅礴、政企 合作、群众参 与、舟山特色 等。,烘托和渲染氛围，增加参与性和娱乐性。,制造诉求,先期宣传,持续报道,宣传策略,Case 001,Advertising Strategy,Corporate image AD,Product AD,Director,AE / PI,Director,Animator,designer,CEO,R&D Team,Design Team,Chief Executive Officer,Investing in research Development,Investing in resear
22、ch Development,Hong Kong,Taiwan,Singapore,Philippines,Seoul,store,store,Pusan,Anyang,Gwacheon,Domestic,International,Oracle,FastForward,Oracle,FF + ProMade,ProMade,Solidworks,SolidMate,ERP,PDM,Business Solution,ASP Business, 5 4 , 36% . 70% . , . , . , .,Applications, & ,Financial Module,DATABASE,Be
23、nefit,Emotion,Insight,Target approach,MEDIA TOOL, ,/ * ,Big 3 ,4 ,Marketing,Promotion,Product,Price,Place,sales promotion public relations advertising,Materiality formless,Case 011,- TV-CM(30”,15”) - Radio-CM - Print - Banner,- 4 (TV/) - / - / - /DM/,product,media,creative,idea,plan,concept,Market S
24、hare, 11% A 15% B 30% C 32%,Core Value = price, 40% A 13% B 26% C 50%,Core Value = Benefit,2005,2006, 1 2, 4 3, 33% A 6% B 27% C 25%, 20% A 15% B 39% C 50%,B R A N D,Place,Price,Product,Package,Personality,Values,Benefits,Essence,New Brand Direction,Case 016,difference,relation,practical,specialty,c
25、onvenience,suitability,Strategic Triangle,Dick Vaughn - FCB, ?, ?, ?,Target Customer,Self Confident & Adventurous, Young-at-Hearts,Mindset,Characteristics,Seeking Adventure Young in Mind,Pursuing Excitement Open to New Adventures,?,!,Case 022,Time,Occasion,Media Planning,Place, ?, ?, ?,Case 023,STEP 1,STEP 2,STEP 3,Consider Organizational Objectives,Determine Types of Work Activities,Departmentation,Case 024,DOW 30,NASDAQ,S&P 500,1047.38,2031.27,1141.01,1.54%,1.79%,1.51%,U.S. STOCK MARKETS,THURSDAY. APRIL 22,Case 025,Relevance,Originality,Impact,DDBs R.O.I,