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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

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

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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.

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

( ) 1. ( 1) : 11 1 ( ) ( 14: 00 ) : 13: 50, : ( 2) : 11 2 ( ) (08: 30, 10: 45 ) 2. (, ), 3-19 3-19 08 : 00 08 : 20 08 : 00 08 : 20 08 : 00 08 : 20 08 : 00 08 : 20 08 : 00 08 : 20 3. (1) : (2) : (3) : (4) : 4. (1)

(2),, ( ), (, ), ( ) 5. 6. ( 7 ) (1) ( ) (2),, (3) : 11 1 2, (4) : 2, 10 31 5 11 1 12,, 12 (5) : 11 1 2 08:00,,,,,,

,, 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, 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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,, (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) :,, :

(5) :,,,, (6) :,,,, (7) :,,,,,,, : ; ;,,!

,, ( ),,,,,,,,?,,, ( ),,,,,

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

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

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

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

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

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( ), (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....,,, ( ),,,,!