교재 e-마케팅플러스 병원마케팅의필요성과전략snu-dhpm.ac.kr/pds/files/병원관리 마케팅(서울대병원).pdf · 교재 e-마케팅플러스 “포지셔닝은

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  • e-

    e-mail: [email protected]

  • e-

    Marketing

    Creative IdeasScientific Analysis

    Mathematics, Statistics, Computer

    Information TechnologyExperience, IntuitionCreative Thinking

    ?

    +Planning

    Seeing

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    . , , , ,

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    n1927 5 20-21 -

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    <

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    Cola

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    [ ]

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    ) -

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    (Intangibility)

    (Simultaneity)

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    [ 7-5] 7

  • e-

    (Simultaneity)

    (Simultaneity)(Simultaneity)

    (Heterogeneity)

    (Heterogeneity)(Heterogeneity)

    (Perishability)

    (Perishability)(Perishability)

    (Word of Mouth)

    (Intangibility)

    (Intangibility)(Intangibility)

    3

    [ 7-6] 7

  • e-

    11

    22

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    4

    [ 7-9. 10] 7

  • e-

    ,

    , ,

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    (Brand Name)(Brand Name)

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    (Package)(Package)

    11

    22

    33

    44

    55

    1

    [ 6-10] 6

  • e-

    [] [] [ ]

    (Character)

    [ ] [ ]

    1

    [ 6-12] 6

  • e-

    Just do it

    its sony

    Always

    (Slogan)

    (On-line) (Slogan)

    amazon.comamazon.com

    wowbook.comwowbook.com

    4040! ! -- MBCMBCimbc.comimbc.com

    ((checkfreecheckfree) ) iprint.comiprint.com

    1

    [ 6-13, 14] 6

  • e-

    .

    (Package)

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    [ 6-15] 6

  • e-

    : .

    (Prestige)

    CocaCoca--ColaCola

    ,

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    2 (Branding Strategy)

    [ 6-16] 6

  • e-

    2 (Branding Strategy)

    .

    .

    .

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    http://www.kidsfoto.co.kr

    [ 6-4], [ 6-17] 6

  • e-

    : -

    1

    2 (Branding Strategy)

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  • e-

    :

    (Anita Roddick)

    (Body Shop) . ,

    . 1986

    1987

    , 1989

    Stop the Burn

    .

    .

    ,

    2 (Branding Strategy)

    [ 6-19] 6

  • e-

    :

    ,

    11 22 33

    2 (Branding Strategy)

    [ 6-20] 6

  • e-

    [129 ]

    :13 :13

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    [ ]

    (Kraft) 6

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    3

    [ 6-9] 6

  • e-

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    [ 6-26] 6

  • e-

    ()

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    .

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    .

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    (BMW)

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    . (sports wear)

    (accessory)

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    ( )

    4

    [ 6-10] 6

  • e-

    CRM

    , ,

    , ,

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    CRMCRM

    11

    22

    1 CRM

    [ 17-1] 17 CRM

  • e-

    CRM

    (Recognition)

    (Service)

    (Helpfulness)

    (Information)

    (Convenience)

    (Identification)

    2 CRM

    [ 17-6] 17 CRM

  • ,

    CRM

  • e-

    ( )

    ,

    ( )

    (Suspect)

    (Prospect)

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    ( Client)

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    [ 17-14] 17 CRM

  • e-

    (, )

    Recency

    Frequency

    Monetary

    ,

    RFM , LTV

    RFM

    ( )

    CRM

    CRM

    CRMCustomer & Product Database

    3 CRM CRM

    [ 19-8] 19 CRM

  • e-

    = f (, , , , , )

    (LTV)

    (Frequency)

    VIP

    3 CRM

    [ 19-12] 19 CRM

  • e-

    50 %

    40 %

    (Cash Cow)

    Cross-selling, Up-selling

    Gold Customers

    De-Marketing

    Relationship Marketing

    De-marketing

    Gold Customers

    Profitable Customers

    Lower value Customers

    5 %

    25 %

    70 %10 %

    3 CRM

    [ 19-13] 19 CRM

  • e-

    Needs

    Needs

    Package

    Strategy Alliance

    PackagePackage

    One Stop Service

  • e-

    Idea

    Analysis Strategy

    Testing

    Modeling

    UpgradingCRM

    InformationTechnology

    Marketing

    , , CRM

  • e-

    (5 )

    5

    7.10% 18.82%

    10.50% 2.35%

    10.50% 4.71%

    14.00% 10.59%

    26.30% 29.41%

    14.00% 23.53%

    1.80% 2.35%

    10.50% 1.18%

    5.30% 7.06%

    5

    12.87% 14.94%

    10.97% 2.90%

    9.20% 6.22%

    9.10% 17.43%

    22.27% 17.84%

    17.26% 24.90%

    1.26% 3.73%

    8.50% 2.49%

    8.30% 9.54%

    3

  • e-

    ( : )

    (5 )

    5 6 4 2 1 3 9 7 8

    3 7 6 1 5 4 8 9 2

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    5 8 4 2 1 3 9 7 5

    4 7 6 1 2 3 9 8 5

    2 3 7 1 6 4 8 9 5

    5 6 7 1 3 2 8 9 4

    2 4 7 1 6 5 8 9 3

    , 5 7 6 1 2 3 9 8 4

    , 1 3 2 9 4 7 6 5 8

    4 5 7 1 3 2 8 9 6

  • e-

    dimension1

    -3.6

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    -2.4

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    (5 )

  • e-

    ( : %)

    (5 )

    5

    7.6 6.3 7.8 10.8 9.1 8.1 10.6 17.2 9.4 12.7 7.6 6.5 10.9 11.1

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    6.1 6.3 10.9 3.1 7.6 16.1 4.5 4.7 7.8 7.9 3 14.5 7.8 9.5

    13.6 22.2 23.4 9.2 19.7 11.3 7.6 7.8 7.8 7.9 9.1 6.5 17.2 9.5

    51.5 11.1 26.6 20 25.8 33.9 24.2 15.6 25 22.2 56.1 32.3 15.6 28.6

    12.1 11.1 7.8 10.8 13.6 12.9 7.6 18.8 12.5 20.6 12.1 9.7 17.2 9.5

    1.5 6.3 1.6 3.1 4.5 1.6 0 17.2 3.1 0 0 1.6 12.5 1.6

    0 1.6 1.6 10.8 12.1 1.6 1.5 3.1 10.9 12.7 3 1.6 4.7 12.7

    6.1 3.2 9.4 6.2 4.5 11.3 4.5 3.1 7.8 7.9 6.1 16.1 12.5 12.7

    13.4% 11.1% 13.1% 9.0% 12.0% 12.1% 7.1% 14.0% 18.2% 27.8% 6.1% 12.1% 10.8% 12.5%

    1.0% 42.4% 20.2% 26.0% 8.0% 8.1%

    41.8% 4.0% 5.1% 5.2% 2.0% 1.0% 3.2% 5.2%

    1.0% 3.0% 5.1% 9.0% 7.0% 4.0% 6.1% 7.0% 5.1% 5.2% 1.0% 5.1% 5.4% 8.3%

    26.8% 12.1% 18.2% 12.0% 20.0% 17.2% 8.2% 20.0% 17.2% 7.2% 17.2% 20.2% 21.5% 19.8%

    37.1% 4.0% 15.2% 12.0% 10.0% 25.3% 18.4% 28.0% 26.3% 20.6% 51.5% 33.3% 12.9% 20.8%

    12.4% 11.1% 16.2% 11.0% 22.0% 21.2% 9.2% 13.0% 14.1% 27.8% 13.1% 19.2% 25.8% 13.5%

    0.0% 9.1% 1.0% 2.0% 4.0% 5.1% 3.1% 11.0% 3.0% 2.1% 1.0% 1.0% 10.8% 8.3%

    1.0% 1.0% 1.0% 17.0% 6.0% 2.0% 1.0% 1.0% 1.0% 2.1% 3.0% 1.0% 2.2% 5.2%

    7.2% 6.1% 10.1% 2.0% 11.0% 5.1% 5.1% 2.0% 10.1% 2.1% 5.1% 7.1% 7.5% 6.3%

  • e-

    ( : )

    (5 )

    5 100 100-200 200-300 300

    4 8 6 3

    7 7 7 9

    5 4 4 5

    2 2 2 1

    1 1 1 2

    3 3 3 4

    8 9 9 8

    9 6 8 7

    6 5 5 6

    100 100-200 200-300 300

    7 4 2 4

    4 5 6 6

    6 6 7 7

    1 1 1 1

    2 2 4 2

    5 3 3 3

    9 9 8 8

    8 8 9 9

    3 7 5 5

  • e-

    ( : )

    (5 )

    6 2 4 5 3

    4 6 5 6 6

    5 8 7 7 7

    1 1 1 1 1

    3 4 3 2 2

    2 3 2 3 4

    9 7 8 9 8

    8 9 9 8 9

    7 5 6 4 5

    5

    8 5 4 2 6

    7 6 7 9 5

    5 4 8 4 3

    1 1 3 3 7

    2 2 2 1 1

    3 3 5 6 2

    9 7 9 7 9

    6 9 6 8 4

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