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2.,, = 100% : 120, 125, 104%,,, 3., ;, = 100% : 125, 130, - 3.8% : 140, 130, 7.7% = 100% : 68, 65

, 4.6% : 53, 65, - 18.5%,?,, ;,,,,,,,, 4., = : 125, 6, 20.8, =, 125, 10m 2, 12.5

, ;,, 5.,,,?, ;????,,?,? = 100% ( ) = 100% ( ) : 65, 80, 200, / 81%, / 32.5%,,

, 6. = 100%, ; 125, 000, 75, 000, 60%,,, 7.,,????, 8., ( ),

( ),,,,,,,,,, ;,,,, ;,, ( ), : (1), (2) (3) (4) (5) (6),, (7) (8) (9)

( ) 1.,,,,, 2.??,,! 3.,,,,, 4.,,

5.,, 6.,,,,,,,,,, ( ) 1.,,, 2.,

3.,,, 4.,,, 5.,,,,, : (1) : (2) : (3) : (4) : (5) : (6) : ( ) (1) : (2) :,

(3) Family Sale:, ; (4) :, (5) : SOGO, (6) :,,, ;,,, ;,,,,, ( ) (1) :,,,, (2) :,,

(3) :,,,, ( ) 1.,,,, 2.,,,,, 3.,,,,?,,,,?

4.???, 5.??,, ( ) 1.,,,,, 2.,,,,,,

3.,,,,,, 4.,,,,,,,,, ( ) 3 ; 9,,,,

1., ;,,, 2.?? 3.,,,, 4., 5.,, 6.,,

,, ( ), : (1) (2) (3) ( )??,,,,,,,,,,,,,,,,

( ),,?,, ;,,,, ( ) (1) :,, (2) :, A B C, C,,, / /,,, ( ), : (1) :, (2) :,

, (3) :,, (4) :,, ( ) (1),, (2),,,,, (3),,, (4),, (5),,,,,,,,,,,,

,,,,,,,,,,,, POS,,,, POS,,,,,,,,??? ( ) :

1.,, 10000 300,,,,,,, 2.,, 3., 4.,,,, 5. 6.???

,, ( ), ( ) 1.,,,,,,,, 2.,,,,, ( 2-6),

2-6 : : : : 1.,,? 2.???? ( 1) : ( 2) : ( 3) : ( 4) : ( 5) : ( 6) : ( 7) : 3.???? 4.???? 5.,? ( 1) : ( 2) : ( 3) : ( 4) : ( 5) : ( 6) : ( 7) : 6.,? 34/ 38 36/ 40 38/ 42 40/ 44 42/ 46 100 % 100 % 100 % 100 % 100 % 100 % ( ) 1.,,,,

: (1) :,, (2) : BAZAAR ELLE, 2.,,,,,, 2-7 2-7 12 % 40 % 12 % 1 % 18 % 12 % 5 % 100 % ( ) 1500 600 750 500 750 750 1200 ( ) 180 240 90 5 135 90 60 800 :,, ( 1500 12 % ),,,,,,

: (1) :,,, 55% 65% (2) :,,,, 55% 65% (3) :,, 45% 50%, (4) :,,, ;,,,,,,, 40%,,,,,,,,!,,,,,,

, ;,,, ;,, ( ) ( 6 ),, : (1) :, (2) :,, (3) (4) : (5) :,,,,,,, ( ),

,,, ( ),,,,,,, 10% 15%, 400, 600, 1000, = 1 - : = = : 2004 3 2004 8 3600000, 540000, 15%,, 2-8 2-8 100 % 10 % 10 % 80 % 40 % 32 % 70 % 40 % 28 % 50 % 10 % 5 % 100 % 75 %

75%, 85%, 85%, 40%, 60%, : = 3600000 ( 1-15% ) 75% 85% 40% = 1920000 800, : = 1920000 800 = 2400( ) 2-9, 2-9 12 % 40 % 12 % 1 % 18 % 12 % 5 % 100 % ( ) 3000 1200 1500 1000 1500 1500 2400 ( ) 360 480 180 10 270 180 120 1600 288 960 288 24 432 288 120 2400 ( 2400 ) ( 12% ) (2400 12% = 288 ) ( ), A, A, 10, 10, 5 10 = 50, A 50, A

,,,, : = ( + ) + - - B 3, B 7, B 30,,, 4 42, 12, 4 : (61 + 7 ) 3 + 30-42 - 12 = 180 ( ) (1) :, (2) :,,,, ( ) 1. (1) :

,,,, ( 2) :,,,, (3) :,,,, 3 9 2.,, (1),,,, (2),,,,, (3),,

,,,,, : (1), (2),, (3),, (4),,, (5),, (6),, (7), (8),, (9),,,? (10),,,,

,,,,,, ;,,,,,,,,,,,,,,,,,,,,,

, ( ),,,,,,, : 1., : (1), :,,,,,,, ( ),,,,,, (2) : :,, :

,,,,,,,,,,,,, (3) :,,,,, (4) :,,,,,,, ;,,,, 2.,,,,,,,,,

, : (1) :, 12 24 36 2 3,,, (2) :, 1 3 1 2 1 1 2 1 3 1, 1 1 2 1, A B C,, (3) :, ( ),,,, (4) :,,,, ;, 3.,,,,,

,, ( ),,, :,,, 1. : ;, :,,,, 2., : (1) :,,,,,

(2) :,,, (3) :,,,,,,, (4) :,, A B C, A, C, B A C, A, B, C, A,, B,, C,,,, (5) :,,,,,

,,, (6) :,,,,,,, 3. (1) :,,,,, : ; ; : ;,,, :,,,,

(2) :,,, ( ),,, 2% 3%, 5%,,,,,, (3) :,,,,,,, A B C, A B C, : A 1 B 2 3 1 C 5 7 1,, ;,,,,

(4) :,,,,,, 7, 000 ; ; ; ; ; ; 7, 4.,, ;, ( ),, (,, ),,,,,

5.,,,,,, ( ) : ; ; ; ; ; ;, : (1) (2) (3),,,,,,,, ( ),,, A B C,,,,,

,, : ; : ;, 1.,,, 9 10,, ( ), 2.,,,,, 3.

,,, 4.,, : ;,?,,??,, ( ) ;,,,,,,,,,

,, ;,,,,,,

, (1) (2), (3),, (4), (5),, (6),, ( ) :90 m 2 (1) : 20 25 (2) : (3) :1, 3, 4 ( ) :150 m 2 (1) : 20 30 (2) : 1, 1, 3, 5

( ) :300 m 2 (1) : (2) : (3) :,,,, 10 (4) : 11 10,,,,,,,, (1) (2), (3), (4) (5),,, (6), (7) (8),,,

,,,,,,, : (1) :,,,,,, (2) :,, (3) :,, (4) : (5) : (6) :,,,,,,,,

,,,,, ( ) (1) :,, (2),, (3) : (4) :,,,,,, (5) :,

( ) ( ),,,,,,,, (6) :,,,, :,,,,

:,,, :,,,??,,,,,, :,,,,,,,, :,,

,,, : :, :, : :,,,,,,,,,,, ( ) ( ) (1) :

, (2),,,, (3), (4), (5),? (6), ( ) ( ) 1.,,,,,,,,,,, : (1) :,,,, (2) :,,

(3) :, (4) (5) (6) :,,, (7),,,, (8) : (9) :,, 2. (1) :? 30??,,,

,,,,,,,,,,, (2) :,,,, 3 (3) :,,,,,, (4) :,,

(5) :,,,,, (6) :,, ( ) ( ) (7) : :, 5000, 1 5 10 50 100,, :,,,

,,,,,,,, ( ) 3-1 A1 A2 A3 B1 B2 B3 C1 C2 C3 C4 ABC C5 D1 D2 D3 D4 D5 D6 D7 E1 E2 E3 E4

3-2 POP :?, 3-3

,, ( ) 3-4 ( ), ( )

,,,,,,, (1) :,,,,, (2), :,,,,,,, (3) :, (4) :,,,, (5) :,,

, (6) :,, (7) :,,,,, (8) :,,,,, (9) :,,,,,, (10) :, (11) :,,,, ;,,, (12) :,,,,,,

(13) :,,,,, (14) :,,,, (15) :,,,,,,,, 3-5 3-7 3-5,,,,

3-6,,,,,,,,,,,,,,,,, 3-7,,,,,,, 1. (1) (2) (3) (4)

(5) 2. (1) (2) (3) (4) (5),,,,,,,,,,,

,,,, ( ),,,, : : 1., (1) :,,, (2) :,,,,, (3) :,

,,, (4) :,,, 2.,,,,,,,,,,,,,,,,,,,, ( ), : 1.,,

(1), / (2), (3), (4), (5) (6) (7),,, 2.,,,,,,,, 3.,, ;,,,,,

,, : = + + + + + = / = / = = = /, ( )?,,?,, 1.,,,, : (1) (2) (3)

(4) (5),,,,, 2., : (1) (2) (3) (4) (5) (6)?,,,,,, 3.,: (1) :,,,,,

(2) :, :, 4.,: (1) (2) (3) (4), (5), (6),, (7), (8),,,,,,,,

( ),,,,, : 1.? : (1) (2) (3) (4) (5) (6),,,, 2.,,,, : (1),, (2) (3)

, (4) (5), (6) (7), 3.,,,,,,,,,,,,, 4.,,, : (1) (2) (3) (4),,,, 3-8

3-8 : : : : : : / : : : : : : : :,,

( ),,, : 1.,,,,,,,,, 2.,,,,,,,,,,,,, 3.,, 3/ 4

,,,,,,,,, 4.,,,,,,,,, ( ),,, : 1.,, : (1),, (2), (3),, (4),,

(5), (6), 2. : (1) : (2) : (3) :,, 3.,,, (1) :, (2) :,,,,,,,

, 4.,, : (1) (2), (3) (4), (5), (6), (7) ( ),,,,,,,,,,, 1.,

, : (1) (2) (3) (4) (5) (6),,,,, 2.,,,,,, 3.?, : (1), (2) (3) (4)

(5) ( ),,, : 1. =,,,, =,,,,,, 2.,,,, 3.,,,

,,,, 4.,,,,,,,, 5.,,, : (1) (2) (3) (4) (5) 6.,,, : (1)

(2) (3) (4) (5) ( ),,,,,,, 1.,, (1) (2) (3) (4) (5) (6) 2.,,,,,,,,,,

, 3.,,,,,,,,,,,,,,,,, ( ),,,, : (1), :,,

,,,,,, (2) :,,,,,,,, (3) :,,,,,,,, ( ), : (1) :,,,,, :

,, (2) :,,,,,,, (3) :,,,,,,,,,,, ( ),,,,,,,,

, 1.,, : (1) :, (2) :, (3) :, (4) :, (5) : 2.,,,, : (1) (2), (3), (4),

(5), (6), (7) (8) 3.,,,, : (1) (2),,, (3) (2 5 ), (4), (5), (6), (7),,,,

( ),,, 1.,,,,,,,,,,, 2.,, : (1) : (2) : (3) : (4) : (5) : (6) : (7) :

3.,, : (1) :, (2) :, (3) : (4) : (5) :, ( ),,, 1.,,,,, : (1) (2) (3) (4) (5) (6)

(7),, 2.,, : (1) (2), (3) (4) 3.,,,,,,,,, 4.,,,,,,,

,,, ( ),,,,,,, 1.,,,,, 2.,,,,,,, : (1) (2) (3) (4)

3.,,, : (1) (2) (3) (4) (5),,,,,,,,,,,,,,,,,,

( ),, : (1),, (2), (3),,,,, : (1), (2),, 50, 100, (3), ( ),,,,

( ),,,,,,,,,,,,,, 3-9 3-9 :, m 2, m 2, m 2,,

( 9 ) 8 7 6 5 9 95 1/ 2 ( ),, POS, : (1), (2),,, ( ),,,,

,,, ( ),,,,,,,,, : (1) (2) (3),,,,,,, 1.8, 20m 2, 36,, 12, 15000,, 10000,,,,,

,,,, ( ),,,, ( ),,,,,,,,,,,,,

( ) : ( ) : ( ) (1),, 2, 2 2, 2, m 2, (2),,, ( ) (1) (2),,, (3),,

,,, 45, (4),,,, ( ) (1),,,,, (2),,,,,, 10, (3),,, (4),, ( ) (5)

, 10%,, (6),,,,, (7),,,,,, (8),, (9), (10),,,, ( ) (1),,, (2),,,

,,, (3),,,,,,,, (4),, ( ) (1),,,, (2),,, (3),, ( ),,,, (4)

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,,,,,,,,,,,,, (5),,,,,, (6),, ( ) (1) (2), ( 3-9) (3),,, (4)

(5),, ( 3-9) (6),,,,, (7) ( ) : ( ( (8),, (9) ( ),,,,,

,, ( ), : (1),, (2) (3) (4) ( ) (1),,, (2),,,, (3),, ( ), :

(1) (2) (3) (4),,,,,,,,,,,, : : : : : : : :,

,, ( ) 1.,,,,,,,,,,, 2. ( ), : (1) (2) (3) (4) (5) (6)

3.,,, 4.,,,, 5.,,,,, ( ), : (1),,,,,, (2)

,,, (3),,, ( ), 3-10 3-10 01, 02, 03 04 05 06 07 08 09 10 ( 200 ) 11 12 13 14 15

16, 17 18, ( ) 19 20 ( ) 21 ( ) 22 23 24 25 26 27, 20, 50, 100,,, 28 29,,, 30, ( ),,, 31, 1000 2000,, 10000,

,,,,,,,,,,,,,,,,,,,,,,, do things better,,,,,,,,,

,, ( ),,,,,,,,,,,,,,,,,,,,,,,,,,,,

,,,,,, 1.,,,,,,,,,,, : (1) :,,, ( ) (2) : ( ),,, (3) :,

, ( ),,, 2.,,,,,,,,,,,,, (1) :,,,,,,,,,,,,

(2) :,,,?, :, ( ),,,,, 5S : (1) (Speed) :,, ( ),, (2) (Smile) :,,, (3) (Sincerity) :,,

(4) (Smart) :,, (5) (Study) :,,,, 3.,,, (1) :,,,,,,,,,,, (2) :

,,,,,,,, (3) : :,,,, ( ), ( ),,,, ( ),,,,,,,

,, 1.,,,, 3-11 3-11 1.!! 2., 3., 4.!!? 5., 6.! 7.!! 8.!,

,,,,,,, 2.,,,,,,,, :, : (1) :, :,,,

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,,,,,,, 3-12 3-12 1280 1500, 1280,, 220, :!, :!! ( ),,!,,,, :,,,,,

,, ( ),,,,,,,,, : 1., ;,,,,,,,, ( ),,,,

2.,,,, ( ),,,,,,,,,, ( ),,,,,,,,,,, 3.,,,,

,,, 4., 12,, 12 : ( ) 1., ( ),,,,,,,,,,,,,, 2.,,

,,,,,,,,,,,,, 3.,,,,,,,,,,,,,,,,,, 4. 11

, 3-13 : 3-13,,,,

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:,,,,,,, :,, : 1., : (1),, (2),,, (3),, (4),, (5),, 2., : (1),, (2),, (3),,

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,,,,,,,,,,,,,,!,,,,,,,,,,,,,,,,,,,,,,,,

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3-14 ( ) ( ) ( ) ( ) ( ) :,,,,,,,,,,

,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,

,,,,,,,,,????,,,,,,,,,,, : (1)? (2)? (3), (4),,,?,,

,,, A,, B B,,,, C,,,,,,,,,,,,,,,,,,!!,,,,,,,,,,,,,!,,

1.,,,, 2.,,, 3. :! 4.,, 5. :,, : (1),,

(2), (3),,,,, :, (1), :,,,,,, 100, 5, 95,, (2) : QSVC ( ), (3) :,,,, :

(4) :,,, (5) :,,,,,,,,,,,,,,,,,,,,,,,,?,,,

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,, : (1) ( ) ( ) (2) (, ),,, (3), 2. ( ),,, 3-15 3-15 1. ( ) ( ) 2. / / 3. 4. / 5. ( )

6. 7. 8. 9. / 10. / / 3-15,, : (1) :,,, :,,, (2) :,,,,,,, (3) :,,,,,, :

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( ) 1.,,, : (1) :,,,,,,, (2) : ( ) ( ),, :?? 3 1? (3) :,,,,

2. : (1) :,,,, (2) : 3 6,,, : (1000 2000 500 200 ) ( ) ( ),,,,, ( ),,,,,

,, 3-16 3-16 ( ),,, ;,,, 1.,,

: (1), (2),,, (3),, (4) (, ), (5),,, 2., 3-17 3-17 1. :???????? 2. :

????,?,??? 3. :? PO P??? PO P?,??? 4. : ( ) = 20 %, 100 A 10 %, 50 ( ) ( ), 5. :,?,????????,?

3. (1) :,,,?,,, (2) :,,,, (3) : 100 10, 700 1000,,, 560 800,, ;,, (4) : ( ),

,, (5) :,,, 3-18 3-18, :,,,,,,,,! : 1. 20 29 30 39 40 49 50 59 60 2. 3. 3 3 5 5 8 8 10 10 4. 1 5 6 10 10 15 15 5. :, : 6.?,,? 2 2 5 5 8 8, : A B C D E

?, ( ), ( ), ( ) 1., 2. 3. 4., 5. 6. 7. 8. 9. ( ) 10. 11.,, ( ) 1., 2., 3. 4., 5.,,,? ( ) 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20.? 1. BOSS 2. P. B. 3. 4. 5. 6. P. C. 7. 8. Morley 9. 10.? 1. 2. 3. 4. 5. 6.? 1. 2. 3. 4.VIP 5. 6. 7. 8.? 1. 2. 3. 4. 5. 6. 7. 8.

( ),,,,,,,,, 1., : (1) :, (2) : (3) : x x, 300 m 2 2., 3. ;, : (1) :,

(2) :,,,,,, 4.,, X,,,,,,, 5.,, 6.,,,, NO.1,,,

,,,, ( ) 1.,,,, 2. (1), (2) (3), ( ) 1. (1), (2) : (3) :, 2. (1)

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1. : (1) : (2) : (3) : (4) : (5) :, 2. (1) : (2) : (3) : (4) : 3. : (1),,,

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40%, ( ) (3) 10 8 :, 80%, (4) 2 10 :, 20%, (5) 8 10 :,, 80%,, 3. (1) 74%, (2), 42%, (3), 26%,, 26%,, 26% (4), 11%, (5),

7% 7%,, ( ) 1. (1) :, (2), (3), 42% (4),, (5), 2. (1) :,,,

(2), 80% (3), 26% (4), (5),, 3. (1) : (2), 80% (3), 11% (4), 42%, (5) :,, 4. (1) :,, (2),

(3) : 5. (1) :, 20%, 7%,, (2) :, ( ) 1. (1) (2),, 2. (1),, (2), 3.,,

,,, 4. ( ) 1. (1) :,,,, (2) :,,,,, (3) :,, (4) : (5) :, (6) :,,,,,, 2. (1) :,,

(2) :, (3) :,,,, (4) :,, (5) : (6) :,,,,,,,,,,,,,,,

,,,,,! (1)? (2)?,,,, :,,,,,,,,??

,, : (1)? (2)? (3)? (4)?? (5)? (6), (7),, (8),,,,,,,,, 1.,,,,,, :

= + - + - - + - - 2.,,,,,,,,, 3-1,,,,, : (1) (2), (3) (4) (5) (6),

3-1 ( ) (7)

(8) (9) (10),,,,?? (1), (2)? (3)? (4), (5)? (6)? (7) (8), (9), (10),,,

,,,,,,,,, ( ) (1), (2) (3), (4) (5) : :, 1000, / 2, 1000 : 580. 00 :, 1000, 40 ( 20 ), 20, 40

(6),, (7), (8), 0 (9), (10),, (11), (12),, X, ( ), (13),,, X( ) (14), (15),

( ) (1) (2),, (3),,, ( ) (4) ( ) : :, 900, / 2, 900 :, 3S 4F 4S : 5 3 4 4, 2 100, 40, 40, 20 (5), (6),, (7),,, (8), :,, (9),

( )? (1) (2)? (3)? (4), (5),, (6), ( ) (7),, (8), (9), ( ) (1) (2),, (3),

(4), (5),, (6) (7), (8),,, 30% (9), (10),,, (11),,,, ( ),,,, %, : = 100%

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,, 14, 14,,,,,,,,,,,,,,,,,,,,,,,,

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,,,,, (2) :, (, ) (3) :, 2. (1),, (2) (3), 3.

, 4.,,,, ( ) 1.ECR( ),, 2.POS( ),,,, POS, POS POS

( ), :,, 3-21, :,,, 3-21 : A 11, 9 : 30 ( 10: 30) : 1. 2., 3. 4.,? 5., ( 11: 00 21 :30 ) : 1. 2. 3. 4. 5. 6., 7. ( 21: 30) : 1., 2., 3. IC, 4. 5. 6.,

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( ) (POS) 3-2 ( ) ( ) + ( )

3., PC,, (POS) (1) :, POS (2) POS :, POS, (3) :, (4) : (5) :,, (6) : POS,,, ( ),,,,,

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(4) 2.,,,, : (1) : ( ) (2) : (3) : (4),??,,,,,,, (5),, POS, 3. (1) ( ) (2) ( ) (3),,

( ) (1),,, (2) ( ), (, ), ( ) (3),, (4) (5),,? (6),, (7),, ( ), :,,,,

,,, :,, ( ) POS, POS ECR :,, (1) : (2) :,, (3) :,, ECR POS, ECR POS 3-22

3-22 ECR POS EC R POS 1. 2. 3. 4. ( ) (1) ECR,, ( ),,, (2) POS,,,,,, ( ) (3) :,,,

,,,,, :,,,,,,,,,,,,,

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: (2) : :,,, :,,,,,,, ( ) (1) :,,,,, (2) :,,,,

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, ( ) 1., : (1) :, (2) : (3) : (4) :, (5) :,,,,,,,,,,,,,,, 2. (1) :, (2) :,

,, (3) :,, ( ) (1) :,, (2) :,,,, ( ) 1.,,,,,,,, 3-23 3-24 3-23 : : : :

3-24 2.,,,,,,,,,, 3-25 3-25 : : : ( ) 1.,

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,, 2. :,, (1) (2), (3) 3. :,, (1) :,, (2), :,,,,,,,, (3), :,,,,, (4) :,

, (5), : :,, 4. : (1) :,,,, (2) :,, :,,,,, (3) :,,,,, (4) :,, :

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,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,

,,, 3-26 3-26 : : : %, %, % : : : : : : : : : : : : : : % % % % % % : % ( % ) % ( % ) : % % % % % %

: % % % : 12 18 % % 18 25 % % 25 35 % % 35 % % % % : : : : : % % : : % % : : : : : ( ) : : : :

( ),,,,, (1) :,,,,,,,,,, (2) :,,,,,,,, (3) :,,,,,, (4) :,,,

,, ( ),? : (1) : ; (2) : ; (3) : ; ; (4) : ; ; (5) : ;,,,,,,,,

( ),, : (1) :,,?? (2) :,,,, (3) :,,,,,,, (4) :,,,,,,,,,

( ), (1) :,,,,,,,,,,,, (2) :,,,,

,,, ( ) :,, :!!:,,, 5W2H : Who?When?Where?What?Why?How?How much?, : (1) (2), (3) (4) (5), (6), (7),

(8), (9), ( ),,,, : 1. (1) ( ) (2) ( ) (3) (4) (5) (6) : (7) (8) (9)

2. (1) (2) (3) (4) (5) (6) (7) (8) (9) ( ),,,,,,,,,,, 1. (1)?

? (2)? (3)? (4) (5)? (6),? (7)? (8)? (9)? (10)? (11)? (12),? (13)? (14),? (15)? (16),?

(17),? (18),? (19),? (20)? 2. (1), - =, - =,? (2),? (3),? (4),? (5),? (6),? (7)

,? (8)? (9),? (10),? (11)? (12),? (13),,? (14)? (15),? (16),? (17),? (18),? (19) POP, POP? (20),?

3. (1)? (2)? (3)? (4)? (5)? (6)? (7)? (8)? (9)? (10)? (11)? (12),? (13),? (14)? (15),? (16),? (17)? (18),?

(19),? (20) POP,? 4. (1)? (2)? (3)? (4)? (5)? (6)? (7)? (8) POP? (9)? (10),? (11)? (12)? (13)? (14)? (15),? (16)? (17)? (18)?

(19)? (20)? 5. (1)? (2),? (3)? (4)? (5)? (6)? (7)? (8)? (9)? (10),? (11),? (12)? (13)? (14)? (15)?

(16),? (17)? (18)? (19)?? (20), ( ),,,,,,,,,,,,,,,

,, : 1.,,, (1) :,,,,, (2) :,, (3) :,,, 2.,,,, 3.,,,,

, : (1) :,,,,,???? (2) :,,, (3) :,,,,,, (4) :,,, : ; ; ; ; ; ; 4.,,,

,,,,, ( ),,,,, : 1., 3-27 3-27 1. = 2. = 100 % 3. = 100 % + + 100 % 4. = 100 % 5. = 100 % 6. = 100 % 7. = 100 %

1. = 100 % 2. = 100 % 3. = 100 % 4. = 100 % 5. = 100 % 1. = ( ) 2. = ( ) 3. = ( ) 4. = ( ) 5. = ( ) 1. = ( - 1 ) 100 % 2. = ( - 1 ) 100 % 3. = ( - 1) 100 % 4. = ( - 1) 100 % 5. = ( - 1 ) 100 % 1. = ( ) 2. = ( ) 3. = 100 %

1. = ( - 1 ) 100 % 2. = 3. = 4. = 5. = 100 % ( ) ( ) 100 % 6. = 100 % 1. = 2. = 3. = ( ) ( ) 100 % 4. = 100 % 5. = 100 % 1. = 2. = 3. = 4. = 100 % + 100 % 100 % 100 % 2. (1) : = 100% = 100%

= ( ) 1 - = ( 2) : = 100% 100% = 100% = ( ) = = = = ( 3) : = = - 1 100% ( ) 100% 100%

= 100% = = = ( 4) : = ( ) ( ) 100% 100% = + 100% = - 100% ( 5) : = = = 100% 100% 100%,,

,,,,,,,,,,,,,,,,,,,,,,,,,,

,,,,,,, : 1.,,,,,,,, 2.,,, ( ),,,

3.,,,,,, 4., POS EDI VAN,,,,, ( ),,,,

,,,, ( ),,,,,,,,,,, : 1.,,,,,,,,,

,,,,,,, 2.,,,,,,,,, : (1), (2), (3) (4) 3.,,,,,

4.,,,,,,, : ( ) 1. (1) (2) 2. (1) (2) 3. ( ) 1. 2. 3. 4.

5. 6. ( ) 1. ( ) 2. 3. 4. ( ) 1. 2. 3. 4. ( ) 1. 2. 3. 4. 5.VIP ( ) 1. 2. 3.

4. ( ),,,,,,,,,,, ( ),,,,

,,,,,,,,,,,,, ( ),,,,,,,,,,

,,, : ( ),,, ( ),,,, : (1) (2) (3), (4) (5) (6)

(7) (8),, (9) ( 8) ( 9),, (4) (5),, (6) (7) (8),,, : (1) :,,,, (2) :,,,,, (3),, :,,, :,,

, : (1), (2), (3), (4), (5),, (6), 2H2W, (What)? (Why)? (How)? ( How much)?,,,, 3-28, 3-28,, 4 6 1 1 2 3,

, 1, 2 3,, 1 1 ( ) 1. (1) (2) (3) 2. (1) (2) (3) ( ),,,,

( ),,,,,,,,,,,, ( ), ( ), 3-29 3-29 1. ( 1) ( ) ( 2) ( 3) ( 4) ( 5) ( 6) ( 7) ( 8) ( 9) ( ) ( 10 ) ( 11 ) ( 12 ) ( 13 )

2. (1 ) (2 ) (3 ) (4 ) 3. (1 ) (2 ) (3 ) (4 ) (5 ) ( ) (6 ) (7 ) (8 ) (9 ) (10 ) ( ) (11 ) (12 ) (13 ) (14 ) (15 ) (16 ) (17 ) 4. (1 ) (2 )

( 3 ) ( 4 ) ( 5 ) ( 6 ) ( 7 ) ( 8 ) ( 9 ) 5. ( 1 ) ( 2 ) ( ) ( 3 ) ( 4 ) ( 5 ) ( 6 ) ( 7 ), ( 8 ) ( 9 ),,,,,

,,,,,,,,,,,,,,,,,,,,,,,,, ( ),

,,,,,,,,,, ( ),,,,,,,,,,,,,, ( ),,,,

,,,, ( ),,,,,,,,,,,,,,,,,,,,,,,

,,,,,,,,,,,,,,,,,,,,,,,,,,,,,

,,,,,,,,,,,,,, : :, :, : :,, 5W1H :

,, :,,,,,,,,,,, : (1) = (2) = ( ) ( ) (3) = (1) (2) ( 3) : =,,, (1) :,

,,,, (2) :,,,,,,, (3) :,,,, (4) :,,,,,,, (5) :,,,,

,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,

: = ( / ) ( / ) ( / ) ( / ) ; ( / ) ; ( / ) ( / ) ( / ), ( / ),,,,,,,,,,,,,,,,,,,,,,,,,,

,,, 5C: Competition( ) Cost( ) Customers( ) Consumerism( ) Continue( ),,,,, 4C, 4C, 4C :Customers( ),Commodity( ) Communication & Circumstance Setting( ) Channels( )

385

GAP,, GAP,, 2600, GAP T GAP,, 1994 Old Navy Banana Republic, GAP,, T, GAP,, GAP, 10, GAP,,,

387,,, GAP 1998 88, 1997 45%, 2002,, GAP, GAP GAP ( ) GAP 1969 Donald Fisher( ), GAP 1976,, Millard Drexler ( ), GAP GAP, 20 90 Drexler, 1980 Ann Taylor,,180 Fisher GAP,

Drexler Drexler GAP,, GAP, 20 80,, GAP, 1992 ( ) Drexler GAP, Drexler,,, Drexler 1994, Drexler GAP Old Navy,,, GAP 282 Old Navy, 10 GAP, 2002 CEO, 1.8 25, Drexler ( ), GAP,,,,Drexler

389 1998, 1998 4,,, GAP,, Drexler,, GAP GAP,,, GAP T, Drexler GAP, 566, 1998 2237,, ( ) GAP, Banana Republic Old Navy, GAP 4250 165000, Banana Republic,,, ( ), Banana Republic,, GAP

, Banana Republic,,, Donna Karan Banana Republic,,, Old Navy, T, ( ) GAP, 1996, www.gap.com 1997 1999 10, Banana Republic www.bananarepublic.com,, Old Navy www.oldnavy.com,,, GAP GAP,, GAP CEO, CEO 56

391 Millard Drexler, 3640 Justin Timberlake,, : 1. GAP, T,, 2. GAP,,, GAP, GAP,,, 1995 GAP 12 ( ),, GAP, GAF Warehouse

GAP Shoes Banana Republic, 3. GAP, GAP,, GAP, : (1) (2) (3) (4) (5) 4. GAP 2600,,,,,,,,,,, 5.,

393,, GAP Donald Fisher,, GAP, GAP,,, 45, (Ankle, A) (Regular, R) (Long, L),, 9 11 13, GAP 3 15, GAP ( ), ( cm ) ( kg ) GAP, 45,, 135,, 6. GAP, : (1) :,,, (2) :,,

, GAP,,,,,,,,,,,, GAP,, 7.,,, 9 15, 9 30, 8.,,, GAP,,

395 GAP 1995 9,,,,,,,,,,,,, GAP,,,,,, UNI CLOTH NICE CRAP,,,,,

,,,, UNI CLOTH UNI CLOTH UNI CLOTH,,, : ( ) UNI CLOTH,,,,, : ',,,, UNI CLOTH,,,,,,

397,, UNI CLOTH ( ) UNI CLOTH UNI CLOTH,, :,,, :,,,, UNI CLOTH, UNI CLOTH UNI CLOTH,, UNI CLOTH : (1) (2) (3) ( ),, WALMART HOME &DEBO, ( ) UNI CLOTH NO AGE, NO SEX

,,, 40,,, UNI CLOTH, ( ), UNI CLOTH 200,,,,,,,,, 1949, JUSCO, 1972 ( ),, 1973,

399,, UNI CLOTH ( ) UNI CLOTH, UNI CLOTH,,,,,,, 4,, 6 7,,,, 12,,!,,, ( ), UNI CLOTH 40%,

30%, 10%, 10%, UNI CLOTH,,,, :, 500 ( ),,, UNI CLOTH,,,, UNI CLOTH? :, UNI CLOTH, UNI CLOTH,UNI CLOTH,, ;,,,,,, UNI CLOTH,

401 : (1) (2) (3),, :, UNI, CLOTH,,, UNI CLOTH NICE CRAP ( ) NICE CRAP 1982,, 1985,,,,, NICE CRAP 20 90,,,, NICE CRAP,,,,,,

( ),,,,,,,,,,,, 1989,,,,,,,,,,, NICE CRAP 1. NICE CRAP,, NICE CRAP,,, NICE

403 CRAP, NICE CRAP,,,,,,,, NICE CRAP, ( ),,,,,, NICE CRAP,,,, NICE CRAP :,,,,,,, NICE CRAP 2. NICE CRAP,, 2000 3000,,

:,,,,,, ( ),,,,,,, NICE CRAP NICE CRAP, 3. NICE CRAP,?,,,, NICE CRAP, NICE CRAP 82 m 2, 6, NICE CRAP 30,, 45, 45,

405, 45,,, NICE CRAP,,,,, 20 NICE CRAP, NICE CRAP, 4. NICE CRAP,,,, :,,,, NICE CRAP,,

,,,,, NlCE CRAP,,, ( ) NICE CRAP 1990,,, NICE CRAP,,, NICE CRAP,, NICE CRAP 10 20, :,,, 20,,,,

407 82 m 2 330 m 2,, 1995 NICE CRAP,,,,,, NICE CRAP, NICE CRAP,,,,,, UNI CLOTH, NICE CRAP,, ;,,, ;,,,,,,

.. :, 2001,.. :, 1999 ( ).. :, 2002,. ( 1949 1999). :,1999....,,, ( ),,,,!