:

49970014

49970016

49970031

49970063

49970075

:::1.2.

-

&-

-

19,800()+3,000(.)=22,800

22,800*0.2=4,560 ()

%13001~1700010%17000~2100015%21001~2500045%25000~2900018%29001~3300012%

SWOT

A-T-A-RA B C (Awareness)40%40%20% (Trial)20%20%50% (Availability)30%35%25% (Repeat)5%5%10%

800480

48040 %20 %30 %5 %4,800,000 0.40 0.20 0.30 0.05 1 = 5,760-A

18

48040 %20 %35 %5 %4800000 0.40 0.20 0.35 0.05 1 = 6,720-B

48020 %50 %25 %10 %4800000 0.20 0.50 0.25 0.10 1 = 12,000-c

()40 %()820 %30 %5 % 110.008 (1,920,000/0.2/0.3/0.05)*0.008*8= $40,960,000

-A Banner()1120*60px 15,000/ 7,500/21510,000/5,000/= 40% (4,800, 000*0.4= 1,920,000) 11: 0.008 (15,000/1,920,000=0.008)22

()40 %()820 %35 %5 % 110.0014 (1,920,000/0.2/0.35/0.05)*0.0014*8= $6,144,000-b 1026,400 ()2~4() S 1016,000~30,000= 40% (4,800, 000*0.4=1,920,000): 0.0014 (26,400/1,920,000=0.014)

23

()20 %()450 %25 %10 % 110.003 (960,000/0.5/0.1/0.25) 4 0.003 = $921,600

-c dm= 20% (4,800, 000*0.2=960,000)A4DM 2129.7CM = 3,000 110.003(3,000/960,000=0.003)24

= AW T AV R A4,800,000 40% 20% 30% 5% $15,689-$4,560= $64,103,040B4,800,000 40% 20% 35% 5% $21,886-$4,560= $116,430,720C4,800,000 20% 50% 25% 10% $22,723-$4,560= $217,956,000C~~~ATARA: (1,920,000/0.2/0.3/0.05)*0.008*8= $40,960,000 (40,960,000/5,760=7,111) -: 22,800-7,111=15,689B: (1,920,000/0.2/0.35/0.05)*0.0014*8= $6,144,000 (6,144,000/6,720=974.28) -: 22,800-914.28=21,885.72C: (960,000/0.5/0.1/0.25) 4 0.003 = $921,600 (921,600/12,000=76.8) -: 22,800-76.8=22,723.225

26

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