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Title |
Marketing - Repositioning Strategy |
Name |
ES GROUP |
ȸ |
2352 |
Date |
2010-07-12 |
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ȸ̹ Ʈ϶
ƮƮ `Ŵ`
ٽ Ҹ `Ŵ(positioning)` ̷ â ƮƮ. ״ ϰŹ ̴. 2008 10 9ȸ İ ִ ϴ û ȴ. ״ " ڷ ε ӿ ̳ 귣 縦 ȭ ڸ ϴ Ŵ ϰ ؾ Ѵ" ħ . װ ` Ǹ 100 濵` ƴ `Ŵ` 40 ٽ `Ŵ(repositioning)` ´. ŰMBA ̸ ͺ並 ûߴ. 1 ̸ շ װ `Ŵ` ٽ ؿԴ.
3C ô Ÿ `Ŵ`
-Ŵ ϰ Ƴ.
" ũ ϰ ֱ ̴. . ġ ȭ ӵ ִ. 鼭 پ Ⱑ ִ. (competition), ȭ(change), (crisis), 3C ϴ Ŀٶ з ȭ ° ִ. Ȳ ȭ Ƴ 鿡 ο ʿϴ. Ŵ ӿ ȸ ǰ ڸ ϴ ̶ Ŵ ӿ ̹ ڸ ִ ǰ ν(perceptions) ٽ (readjusting)ϴ ̴."
ƮƮ Ŵװ Ŵ 踦 ֵ . ״ Ŵ Բ 1980 Ŵ ؿԴ.
Ŵ ߿ Ŵ ָ Դٰ мߴ. 30 鼭 , ȭ, þ `3C` ȸ ϰ ִ. ״ " Ŵ Ӱ ƾ ñⰡ ƴ" .
` ܾ` ν
- ν ֳ.
" ν Ϸ Ŵ ˾ƾ Ѵ. ε, ӿ ǰ εǰ ϴ ˾ƾ Ѵ. Ŀ´̼ ̷. Ŀ´̼ Ӿ ݹް ִ. ǰ ӿ νŰ ȥ ؼ ȴ. ܼ ȿ ִٴ ˾ƾ Ѵ. ܸ ãƳٸ 귣带 ӿ İ ִ."
ܸἺ 䱸ϴ ϱ. ƮƮ " ϰų ȥ ݱ ʱ "̶ ߴ. ``, BMW `༺`̶ Ű ϰ ִ. ó ƮƮ ķ ϳ ܾ ϴ ̶ ߴ.
Ŵ Ϸ
-Ŵ Ǹ Ȯ ˷.
" ǰ ִ ٲٱ ó ƴϴ. ƾ Ŵ̶ ȭŰ ƴ϶ ̴. ٲٱ Ұ ̴. Ŵ ̴. Ŵ̶ ӿ ڸ ִ ν ϴ ̴."
ƮƮ ν Ϸ ȸ簡 ӿ ε ִ, 츮 ȸ縦 ϰ ִ, 츮 ȸ縦 νų ϴ ʿϴٰ .
ȭŰ õ ɼ ̴. Ͻ ǻ Ǹȸ ŴϷ õϴ Ҿ. īݶ ο ǰ(ũ) Ը ٲٰ ߴϰ Ҵ. Ͻ ȸ, īݶ ν ٲٴ ߱ ̴.
- Ŵ Ϸ ؾ ϳ.
" Ŵ ȸ ۿ ãƳ Ѵ. ̸ 4 ʿϴ. ù°, £ ̱ Ȯ ͵ؾ Ѵ. ° ȭ ȭų ˾ƾ Ѵ. °, Ⱑ ϴ Ŀ´̼ϴ Ѵ. °, ϸ鼭 Ȯ ˾ƾ Ѵ."
Ʈ ` ` å Ŵ 뼺 ŵ״. KƮ, Ÿ, ڽƮڿ Ʈ ߴ. ̿ ¼ Ʈ ` ִ ` Ŵ ߰ؿ ȴ. ̷ Һڵ Ʈ ٰ ϰ ִ.
Ŵ
-ù ° ο ̱ Ŵ ϴ°.
" Ŵ ο ΰ ؾ Ѵ. ʰ̴. 1970 1990 Ĺ غ . ڵ 140 260 ߰ ƿ ʾҴ PC 400 ƴ. Һڵ 䱸 еϰ ְ ϰ ִ. ̷ Ȳ Ƴ ΰ. ڻ縸 ȭϴ ۿ . ȭ ΰ. ϰų Ӹӿ ɾִ ִ."
ƮƮ Ŵ ǹ̸ ` 븦 νϵ `̶ Ұߴ.
ڴ Ŵ . ڴ ڻ Ͱ ո ̶ ˸ ȸ Ͱ ϰ δٴ 鿡 ˷ ߴ.
ƮƮ " ڸ ݰݿ ϶" ߴ. ̱ ǰȸ ķ ο νƮ 鼭 簡 ΰ̷Ḧ ߴٰ ߴ. 簡 ķ ΰ̷Ḧ ߴٰ ݰν ȸ ƴ.
ƮƮ ` Ŵ` © ӿ ִ ãƳ ڸ ` 귣` ŴŰ ڻ , ΰų ߴ.
ȭ ¼ ȭų ΰ
-Ŵ ° ȭ ȭŰ ̶ ߴµ ȭѾ ϳ.
" ı (desruptive technology) ߱ϴ ȭ ῡ ο . ǻȸ簡 ġ Ƴ Ŵ IBM, Ŀ, 3̴. ȭ ߱ ̴. ڿ ƮϺ콺 ǥ⸦ ְ ̸, ° ִ. ȭ ¼ Ŵ Ǵ Ȳ̴. Ϻ ðü ڵ ȭ ʴ. ðü ð ڴ ̿ (ڽð) ߴ. ̸ ð踦 ־ Ŵ ۷ι Żٲ ־."
ƮƮ ȭŰ ־ ` ` ` ȭ` ϴٴ ߴ. ڿ ߱ ȭ ΰ ֱ ̴. `ֽ` ִٰ ߴ.
״ ؼ ־ ü ȣϰ ̶ ߴ.
ܹ ȭƮij 1920 ܹ ϳ Ÿ. ٸ ü ġŲ ũ , 䱸Ʈ ĸ پ پ ȭƮij ڽ ɾ. Ƶε £ ְ ־.
ƮƮ ġ Ŭ ȭϱ ͼ ٰ ߴ. ŭ Ű ַؾ Ѵٴ ̴.
Ű ġ ȭ
- ° Ŵ , Ƴ Ŵ ϴ°.
" ⸦ Ʈ Ű 鸮 ʵ ϴ Ѵ. ũ · ٰ´. ް ִ ۷ι Ž(macro) AIG, GM õ ̽(micro) Ⱑ װ̴. Ž οԱ ġ ⸦ Ѵ. ߿ Ⱑ ٲ´ٴ ̴. ȮǼ ô뿡 ̷ 濵 ü ǹϴ. ȸ Ѵ. ü ǰ Ȱ鼭 ٿ Ӱ ް ִ. ü Źȴ. ٹҸ ٽ ȭϷ ٿ ɸ ٲٴ Ŵ ʿϴ. ` ` Ѵٸ ϰ 鸮 ִ. ó Ŵ̶ ο ġ ãƳ , ϴ Ϻ ۵ȴ. Ŵ νĿ ̱ Ⱑ ִ."
ƮƮ ó 귣带 ٽ Ѹ `` ߴ. Ÿ ŷڼ, BMW న, - , ΰ ȭ 귣带 ǥϰ ִ.
Ŵ ΰ
-Ŵ ٰ ʵ . ؾ ٽ ΰ.
"ٽ Ŵ̶ ν ϴ , ν ٲٴ ؼ ȴ. ij ϸ鼭 ʴٴ ߴ. ij ̹ ḻ ¾Ҵ. ó Һ ν ٲٱ ſ ƴ. Ŵ `ν ` Ѵ."
ƮƮ Ŵ Ϸ Ŵ ľǡ渮Ŵ á渮Ŵ ġ渮Ŵ ȫȰ ľ Ѵٰ ߴ.
״ ̾ "Ŵ ְ濵(CEO) ߿ Ѵ" "Ŵ , ǻ 浹 , ܺ CEO Ǵ ־ Ѵ" ߴ.
ƮƮ¡
ƮƮ . `Ŵ` ° ̺ ϴ ` Һ Ģ` `Ƣ ȭ϶` ` 귣, ` ` ` å ߴ. ȸ ƮƮصƮʸ ϸ鼭 IBM, AT&T, P&G ۷ι . װ ϴ پ ̷ Ʈ(www.troutandpartners.com) ãƺ ִ.
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