Porter 78
1. 2. 79
: SOHO 3. 1. 2. 66 80
30 81 7 9 2287 85 313 683 30.7 5.7 609 1997 24 17 11 1. 81
2. 3. WTO 4. 1. 82
2. (Greenmarketing) 60~70 ( ) 878889 19.5 21.5 22.2 88 89 10.5% 3.1% 90 83
5-1 / 1991 660,967 654,879 3,700.1 53,671 5.65 1992 730,170 731,746 3,624.2 63,355 4.95 1993 770,402 774,302 3,487.9 59,643 4.50 1994 852,695 879,018 4,330.0 65,934 4.93 1995 1,113,866 1,042,679 5,344.7 108,688 5.13 1996 1,257,155 1,210,368 5,885.5 115,976 4.86 1997 1,288,535 1,323,680 6,637.3 104,362 5.01 1998 1,209,399 1,256,813 6,303.2 76,586 5.01 1999 1,376,518 1,362,339 6,447.7 107,214 4.73 2000 1,238,740 1,241,865 6,237.5 105,774 5.02 84
Porter 85
30% 50% 87 10 private brand 86
87
P&G Kao 88
2%~10% 89
P&G Kao 90
Me-too 91
1. 400 2.8 92
2. 3. 93
5% / 4. 94
5. 92% 2 95
58 1999 2003 Nonwoven Industry 40 3 1/3 96
66 85 90 77.94% 11.02% /9.72% 1.32% 89 92 3.95 0.32 91 3.5 1.29 92 62.26% 5-2 1998 1999 2000 2001 2002 18.02 21.86 23.63 23.46 22.20 7.03 7.04 6.45 5.55 5.37 24.15 24.26 24.22 24.16 25.71 2. 97
5-3 1998 1999 2000 2001 2002 1.45 1.52 1.29 1.72 2.00 0.16 0.38-0.08-0.56-0.58 4.31 4.64 2.69 3.29 3.10 91 5-4 91 31.01 22.20 5.37 781 749 1.18 25.19 33.47 22.08 3.23 2.24-0.45 10.42 10.10-8.31 3.10 2.00-0.60 20.42 22.97 2.98 2.30 0.83-1.77 8.87 5.27 6.66 7.47 4.16 2.12 98
P&G,Kao WTO 99
WTO / 100
101
1. 102
2. P&G 103
3 / 104
105
1. 2. 106
3. 200I % 85 88 4. 5. 5 5.5 6. 107
1. 2. 3. 4. 1. 108