16
CIP 16 /. 2005. 8 ISBN 7-111-17098-9 Ⅰ.... Ⅱ.... Ⅲ. Ⅳ. F273. 2 CIP 2005 088024 22 100037 2005 9 1 1 1000mm 1400mm B5 7. 375 2 274 0001 5000 22. 80 010 68326294
90% HP HP HP HP Apple SONY NIKE HP 2001 600 2000 400 2002 47
Ⅳ 16 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
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Ⅵ 39!!!!!!!!!!!!!!!!!!!!!!!!!! 42!!!!!!!!!!!!!!!!!!!!!!!! 43!!!!!!!!!!!!!!!!!!!!!! 46!!!!!!!!!!!!!!!!!!!!! 47!!!!!!!!!!!!!!!!!!!!!!!!!! 4!!!!!! 49 49!!!!!!!!!!!!!!!!!!! 50!!!!!!!!!!!!!!!!!!!!!!! 53!!!!!!!!!!!!!!!!!!!!!!! 54!!!!!!!!!!!!!!!!!!!!!!!! 56!!!!!!!!!!!!!!!! 56!!!!!!!!!!!!!!!!!!!!!!!! 58!!!!!!!!!!!!!!!!!!!!!!! 5!!!!!! 60 60!!!!!!!!!!!!!!!!!!!!!!!! 61!!!!!!!!!!!!!!!!!!!!!!! 62!!!!!!!!!!!!!!!!!!!!!!! 63!!!!!!!!!!!!!!!!!!!!!!!! 65!!!!!!!!!!!!!!!!!!!!!!! 68!!!!!!!!!!!!!!!!!!!!!!! 6!!!! 72 72!!!!!!!!!!!!!!!!!!!!! 74!!!!!!!!!!!!!!!!! 76!!!!!!!!!!!!!!!!!! 77!!!!!!!!!!!!!!!!!!!!! 79!!!!!!!!!!!!!!!!!!!!!! 81!!!!!!!!!!!!!!!!!!!!! 83!!!!!!!!!!!!!!!!! 7!!!!! 87
Contents 87!!!!!!!!!!!!!!!!!!!!!!!! 88!!!!!!!!!!!!!!!!!!! 89!!!!!!!!!!!!!!!!!!!!! 89!!!!!!!!!!!!!!!!!! 91!!!!!!!!!!!!!!!!!!!!! Ⅶ 8 95!!!!!!!!!!!!!!!!!! 95!!!!!!!!!!!!!!!!!!!!!!!!! 96!!!!!!!!!!!!!!!!!!!!!!!!! 97!!!!!!!!!!!!!!!!!!!!!!! 98!!!!!!!!!!!!!!!!! 101!!!!!!!!!!!!!!!!!!!!!!!!! 9 103!!!!!!!!!!!!!!!!!! 5!!!!!!!!!!!!!!!!!!!!! 103 104!!!!!!!!!!!!!!!! 105!!!!!!!!!!!!!!!!!!!!!!!! 106!!!!!!!!!!!!!!!!!!!!!!! 110!!!!!!!!!!!!!!!!!!!!!! 112!!!!!!!!!!!!!!!!!!!!! 10! 115 IMC!!!!!!!!!! 115 117!!!!!!!!!!!!!!!!!!!! 119!!!!!!!!!!!!!!!!!!!!!! 120!!!!!!!!!!!!!!!!!!!!!! 123!!!!!!!!!!!!!!!!!!!!!!!! 128!!!!!!!!!!!!!!!! 132!!!!!!!!!!!!!!!!!!!!! 139!!!!!!!!!!!!!!!!!!!!! 11!!!!!!!!! 143 143!!!!!!!!!!!!!!!!!!!!!!!!
Ⅷ 145!!!!!!!!!!!!!!!!!!!!!!!!! 146!!!!!!!!!!!!!!!!!!!!!!! 149!!!!!!!!!!!!!!!!!!!!!!!!!! 154!!!!!!!!!!!!!!!!!!!!!!!!!! 12!!!!!! 157 157!!!!!!!!!!!!!!!!!!!!! 158!!!!!!!!!!!!!!!!!!!!!! 160!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 161 162!!!!!!!!!!!!!!!!!!!!!! 13!!!!! 166 166!!!!!!!!!!!!!!!!!!!!!!! 167!!!!!!!!!!!!!!!!!!!!!!! 169!!!!!!!!!!!!!!!!!!!!!!! 171!!!!!!!!!!!!!!!!!!!!! 172!!!!!!!!!!!!!!!! 174!!!!!!!!!!!!!!!!!!!!!! 175!!!!!!!!!!!!!!!!!!!!!!!! 14!!!!! 179 179!!!!!!!!!!!!!!!!!!!!!!! 181!!!!!!!!!!!!!!!!!!!!!! 184!!!!!!!!!!!!!!!!!!!!! 188!!!!!!!!!!!!!!!!!!!!!!!! 189!!!!!!!!!!!!!!!!!!! 191!!!!!!!!!!!!!!!!!!!!!!! 15!!!! 195 195!!!!!!!!!!!!!!!!!!!!!!!!!! 196!!!!!!!!!!!!!!!!!!!!!!!!!! 197!!!!!!!!!!!!!!!!!!!!!!!!!!
Contents 199!!!!!!!!!!!!!!!!!!!!!!!!!! 200!!!!!!!!!!!!!!!!!!!!!!!!!! 202!!!!!!!!!!!!!!!!!!!!!!!! 203!!!!!!!!!!!!!!!!!!!!!!!!!! Ⅸ 16!!!!!!!! 205 205!!!!!!!!!!!!!!!!!!!!!!!!! 207!!!!!!!!!!!!!!!!!!!!!!!!! 209!!!!!!!!!!!!!!!!!!!!!!!!!! 212!!!!!!!!!!!!!!!!!!!!!!! 215!!!!!!!!!!!!!!!!!!!!!!! 218!!!!!!!!!!!!!!!!!!!!!!!!! 221!!!!!!!!!!!!!!!!!!!!!!!
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2 40% TOYOTA LEXUS TOYOTA 2000 VI
1 3 1. Tide Cheer Gain Dash Bold Dreft IvorySnow Oxydol Eea 55% 2.
4 3. Scott Scott CHARMIN
1 5 Philp IT Canon 999 PHILP 2. 3% 68% 73% 91%
6 1 2 3 =
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1 9 VCD 6. 0. 5kg 20
10 1 + 1 > 2 Goodyear Audi - Mercedes-Benz Konica US AIR Kemper Securities
1 11 IBM Intel Bacardi Coco-Cola 1. IBM 2. Sony Dolby 1995 300
12 100 70% ~ 80% 1. 2.
1 13 15 100 15 1998 81% 1999 23 20 CIS CIS 380
14 20 70 20 90
1 15 1. 2. 3. 4.
16 12 30 CDMA USP
1 17 USP IBM IBM IBM PC IBM1991 28 1992 56 1993 81 IBM IBM 1995 2. 8 100 100 1% 100 6. 6% 6
18 IBM IBM AT&T IBM AT&T AT&T
2 5 30 5000 250 10 2 18 / 14 1975 300 7900 24 80% John Sculley
20 8 Car & Driver 18 RCA 900 RCA 76% RCA Kenneth Galbraith 10 15
2 21 3M Scotch tape 20 90 AT&T EO EO Okidatain Poc-it IBM IBM
22 C
2 23 1. 21% 2. C
24 1 10 Nordstrom Lotus Groupware software Notes 35 3600 90 Hillsdale College IBM IBM
2 25 Pon- tiac British Air Hertz CEO CEO United Jersey Banks 1.
26 product category 2. 3. 1. SOD
2 27 2. 3. 4. 1 2
28 5. 6.
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30 2. 27 3. 4. IBM IBM IBM TCL 5.
2 31 A + 6. 7. 8. / / 9.
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2 33 14. PDA CALL PDA PDA 15. - 1848 1573 430 1573 16.
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44 Ford Budweiser Philips Ericsson Cadillac 3. 4. 5. 6. 1 2 3
7. 3 45 8. 9. 10. 1 Whirlpool Triumph Santana Rolls-Royce Olympus Opel 2 Haier CHANGHONG 3 999 505 555 4 Intel Kodak Dell Dove Mexin Youngor Kelon
46
3 47 NBA
48 Sony walkman walkman IBM AST HP AT&T GE 3M P&G IBM 20 80 continental 230 HH CH HG
4 NIKE A H
50 M 800 2002 M
4 51 1. 2. 3. 1 2 C OK
52 3 505 505 4. 5. 2001 1 18 6. 7. X E IBM
4 53 1 8. 1. L X 2.
54 3. 1.
4 55 2. 3. CIS 1 2 3 4
56 5
4 57 LOGO LOGO 216
58 1.
2. 4 59 3. 4.
5
5 61
62 1. 2. /
5 63 / 3. 7 4. LEVIS
64 501
5 65
66 20
5 67 Body Shop
68 T 10 40% 3 Coca-Cola Coca-Cola 1979
5 69 1. 2. 3. 4. 5. 6.
70 83% 11% 3. 5%
5 71 1994 1500
6 make people happy
6 73
74 1959 1972 2001
6 75 1. 2.
76
6 77 2000 2000 10 A B C A B C
78 ABC A = B = C 100%
6 79 SONY SONY 3 6-1 1.
80 2. 7 3. LEVIS
6 81 Qoo 1999 11 Qoo 2001 2001 4 6 2001 6 2001 10 Qoo 3 2 2000 10 20
82 1. 10 50 2. 3. 4. 30% 27 7. 2% 27
6 83 5. 6.
84 1. Calvin Klein 555
6 85 2. logo logo 70 Lee Lee Lee Lee Lee Lee
86
7 1. 2. 3.
88 4. 1995 1996
7 89 CEO CEO CEO CEO CEO 1999 2000
90 2004 70 2003 100 1% 35% 42% 29% 28% NBA 1.
7 91 2004 361 2. + 1.
92 VCD 2. 1994 1999 1000 3.
4. 7 93 2000 3 15 2000 6 3000 5. 2004 1 2003 12 26 1 2 2004 1 1 12 28 1 1
94 12 30 1 1
8 1.
96 M 2. 4 Just do it
8 97
98 / / 20 90
8 99 7 2002 100
100 19 1902 1955 1971 1995 20 120 1. 5
8 101 1986 10 1998 10
102 1 2 50 20 50
9 5 1. 2. 3. 4. 5.
104 Federal Express 85% 95% PEOPLE P - - 5% 90% - 150-70% - - Patrick Mene - - - 30% 45% - 1. 80% 20% 2. 8 25 3.
9 105 4. 1. 1 2 3
106 2. A B C A B C 3. /
9 107 4.
108 1. 2. 3.
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110 1. 25 ~ 45 Ralpharen Versace LizCiaibore TonwyHilfiger ITS FOR ME 2. 3.
9 111 4. T KMART 35% 5.
10 IMC 1. 2. 3.
4. 10 113 Nestle Heinz 5. 10 3. 5% +
114 1985 Relationship Marketing 360 6 4
10 115 USP Sanders Esprit 20 60 Esprit Esprit Esprit Esprit Esprit Esprit Esprit Esprit 1. logo
116 logo logo 2. Just do it 20
10 117 S10 S10 20 90 100 20 50
118 4 80 320 1. 15 5 3 S
10 119 2. 3. 15 4. Arthur Stern 5. 6. 1 2 30% 50% 1 2 3
120 TCL POP POP 2 TCL 20 TCL POP 469
10 121 20 60 1985 3 25 1 2 3 4 Internet 5
122 3000 108 3200
10 123 100 1 3 3 2 /3
124 1984 5 1984 100 1987 2000 1. 2002
10 125 2. 1998 3. 2000 4. 53% 22% 2002 20%
126 2002 10% 30% A A 5. 1
10 127 2 /3 40% 2 3 2002 2002 2001
128 2002 6. 6 1. 3-2.
10 129 3. 4. 1 2 3 4 5 5. 3 4 6.
130 1.
10 131 2. 3. 4.
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11 135 Microsoft TCL TCL 1. Dunhill S. T. Dupont Valentino T 2.
136 - LG Debon LG LG LG -DEBON 3. 4. 2000 5. 6.
7. 11 137 8. TCL 1 2 3 20%~ 30%
138 1. 2002 2 20 70 1976 1000 1977 1700 20 80 100 2. n 1
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140 Infiniti 2. 3. - 25 500
11 141 IMAX 1. T 2.
142 28 28 1. 2. LG LG 10
12 143 12 / Chinese Medicine
144 Schneider TCL Govedio TCL TCL TCL TCL TCL Haier OEM TCL GALANZ OEM OEM 70% OEM OEM 12-1
12 145 OEM OEM OEM TCL 1. 20 9000 IBM SONY 80% 1990 19 1% 100 20 2. 70%~ 80%
146 3. 2002 1. 2.
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150 13 1. 2. 3.
13 151 1. 2. 3.
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13 155 1. 2. 3. CD DVD 3000
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13 157 3. FIAT 4S MP3 Legend Legend Lenovo Le Legend novo Lenovo 2500 7000 17
158 1932 5 5 6. 5 12 12 5 10 6. 5 5 1936 200 1937 420 1953 3% 12% 2002 GE GE GE GE 1924 1954 Marlboro
13 159 1954 1955 1987 1993 2000 S S Sprite
160 14 2004 10 13 11 20 11 23 11 26 24 1. 2. 3.
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170
14 171 2004 15 1999 6 17 6 18
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15 173 1 2 3 4 5 6 1.
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184 3. 4. QQ 5. 6.
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16 189 20 90 ISO9000 100% 60% 60% 80
190 3% ~ 6% 1. 1 2
16 191 2. 1 2 1992 1 11 500 1990 1. 85 3000 3000 300 600 3 1993 5 320 1. 20 80
192 2. 40% 3. CIETAC CN CN CN CN 2500 3000 1. 3 2.
16 193 1996 Com 3. 1997 4 goodbaby. com 1999 1 23 goodbady. com. cn 35 300