XIN GJI JIU DIA N G UA NLI S H U XI
( CIP ) /. :, 2005. 12 ISBN 7-80206 - 113 - X... -. F719. 2-62 CIP ( 2005 ) 101079 : : : : : : : : 5, 100062 : 010-67078234 ( ), 67078235 ( ) : 010-67078233 : ht tp: / / book. gmw. cn E - mail : gmcbs@ gmw. cn : : : :, : 787mm 1092mm : 21 : 383 : 2006 1 1 : 1-5000 : 2006 1 1 : ISBN 7-80206 - 113 - X : 35. 00
: : : ( )
1,,,,,,,,,, 20, 20 70,,,,,,,,,,,,,,,,,,,,,,,,,,
2,,,,,! 2006 1
( 1) ( 1) ( 1) ( 2) ( 6) ( 8) ( 8) (12) (13) (15) (15) (16) (18) : (19) (21) (21) (21) (23) (23) (26) (26) (28) (30) (33) (34) (34) (36) (36)
(38) (38) (39) (39) (40) (40) (41) (42) 1 : (46) 2 : (48) (50) (50) (50) (52) (53) (55) (55) (56) (59) (65) (65) (65) (67) (70) 1 : (74) 2 : (75) (81) (81) (81) (83) (85) (88) (88)
(90) (94) ( 102) ( 102) ( 103) ( 104) : ( 107) ( 109) ( 109) ( 109) ( 109) ( 111) ( 111) ( 112) ( 112) ( 116) ( 118) ( 119) ( 119) ( 120) ( 121) ( 122) ( 124) ( 124) ( 125) ( 127) ( 127) 1 : ( 129) 2 : ( 132) ( 134) ( 134) ( 134) ( 136)
( 137) ( 141) ( 141) ( 142) ( 146) ( 146) ( 147) ( 148) ( 150) ( 152) ( 154) ( 154) ( 155) ( 158) 1 : ( 160) 2 : ( 162) ( 165) ( 165) ( 165) ( 166) ( 167) ( 173) ( 173) ( 175) ( 176) ( 179) ( 179) ( 182) ( 185) ( 186) ( 187) ( 188) ( 190) ( 192)
( 193) ( 194) ( 195) ( 195) ( 197) 1 : ( 201) 2 : ( 203) ( 211) ( 211) ( 211) ( 211) ( 214) ( 219) ( 219) ( 220) ( 222) ( 223) ( 226) ( 227) ( 227) ( 233) 1 : ( 237) 2 : ( 239) ( 241) ( 241) ( 241) ( 243) ( 244) ( 246) ( 247) ( 248) ( 248) ( 249)
( 251) ( 255) ( 259) ( 259) ( 260) ( 260) ( 261) ( 263) ( 267) ( 269) ( 269) ( 270) ( 271) ( 273) ( 275) ( 275) ( 277) ( 279) ( 280) 1 : ( 282) 2 : ( 283) ( 286) ( 286) ( 286) ( 286) ( 288) ( 290) ( 290) ( 292) ( 292) ( 293) ( 295) ( 297) ( 297)
( 301) : ( 303) : ( 305)
1,,,, :,, :,,,,,, : (1 ), (2 ),,, (3 ),,, ( )
2 (4 ), :,,,,,,,,,,,,,, 1. 20 20,,,,,,,,,,,,,,, :,,, ;,,,,,,
3,,,, 2.,,,,,,,,,,,,, 1864,,,, 1958,,,,,,,,,,, 3.,,,,,, ;,,,,,,,,, 4.,
4,,,,,,,,,,,,,,,,, 5.,,,,,,, ;,,,,,,,,,,,,,,,,,,,,,,,,,,
5,,,,,,,,,,,,,,,,,,,,,,,,, BP,,,,,,,,,,,,,,,,,,,,,,,,,,
6,,,,,,,,, 1.,,,,, (1 ),,,, ;,,, (2 ),,,, (3 ) 20,,, :,, ;,,
7, ;,, 2.,,,,,, ( ), ( ),,,,, ( ) (, ),, ;, ;,,,,,,,,, 3., (1 ),,,,, (2 ),,
8 (3 ),,,, (4 ),,,, (5 ),,, (6 ),, ( ),,,,, : (1 ) (2 ), (3 ),,,
9 (4 ),,,,, ( ),, ( ),, : 1., 12 18,, 2. 19, 1829,,,, 3. 20,,,, 20 20,,,, 20 30,,,,,,,
10,,,,, 4.,,,,, 1950,, 20 50 60,,,,,,,,,,,,, ( ), 1.,,,,,,,,,,,, ( ),,, 2.
11,,,,,,,,,,,,, 3.,,,,,,,,,,,,,, 4. 9 11 SARS,,,,,,,
12 ( ),,,,,,,,,, : (1 ) (2 ),,, (3 ),,,,,,, ( ),,,,,,,,,,,,,,,
13,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,
14,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,
15,,,, ( product) ( price) ( place) ( promotion) p, 4p 4p, ( ), ( ), ( ), ( ),,,,
16,,,,,,,??,,,,,,,,,, ;,,, ; ;,,,,,,,,,, ( ) ( 1-1 ),,,
17 1-1 ;,,,,,,,,,,,,,,, 1964,
18,,,,,,,,,, 4P, 1. P + C + ( Product Cu stomervalue),,,, :, + 2. P + C ( P rice Cost to Customer),,,,,,,,,,,
19 3. P + C ( Promotion Communication),,, ;,, 4. P + C ( Place Convenience),,,,,,,, :, 2P ( People Process ), 4P 6P,,,, 4P ;, ;,,,,,,, 4P, ( ),,,, :,,
20 20 70, 1972 20, 40,,,,,,,,,,,,,,, ;,,,
21,,,,,,,,,, 20,,, 20 60,,,
22 ( ),,,,,, ( ),, :, :,,,,,,,,, ( ),,,,,,,,,,,, ( ),,
23,,, ; ;,,,,,, ( ),,,,,,, ( ),, ( 2-1 ),,,,,, ( ),
24 ( ) 2-1,,,,,,, ( ),,, ( ),
25,,,,,,,,,,, ;,,,,, ( ),,,,,,,,,,,,, ( ),,,, :,,,
26,,,,,,,,,,,, : 1., 2.,,, 3.,, 4.,,,,,,,, 20 80 21,,
27,,,,,,,,,,,,,,,,,,,,,,,,, 2001 9 11,,, ;,,,,,,,
28,,,,,,,,, 1., (1 ), :,,,, (2 ), 1997 7,,,,,,,,,,,,, 1978 1997 20, GDP 9. 8%, GDP 8. 4%, 1998 1999 7. 8 % 7. 1 %,,
29,,,,, 2.,,,,, ( ),,,,, ;,,,,,,,,,,,, ;,,, :,,, ;,,,,,,,,
30 3.,,,, ;,,,,,,,,,,,,,, 60 % ; 50% 60 % ; 40% 50% ; 40% 2002 : 2002, 7 703, 2 476, 37. 7%, 46. 2%,, 2010,,,,, 1.,,
31,,, (1 ), (2 ),, (3 ),, (4 ),,,, 2.,,,,,, 3.,, 56,,,,,, ;, ;,, ;,,, 4.
32,,,,,,,,, 5.,,, 10, 7, 4. 7, 3,,, ( ),,,,, 6.,,,,,,,,,, 1982,,,,,
33,, 1.,,,,,,,,, 2 500, 3 000,, 2., ( ) ( ) ( ),,,,,,,,,,,,,,,
34,,,, 1.,,,,, OK, 2.,,,,,,,,,,,,,,,,,,, 1.,,,, ;,, 2000 12. 95,,
35,, 2020,, 2.,, ; 6 : ( ),,,,,, 1949 35, 1957 57, 1980 69 ; 60 1980 8%, 10%, 2025 20%,,,,,,,,, 3.,,,,,,, 50%, (, ),,,,,,,
36, ( ) 4.,,,,,, (1 ),,, (2 ),,,,,,,,,,,,,,,,
37 1.,,,,,,, 2.,,, 3. ;,,, 4.,,,,,,, : 1.,,,,,,,,,, 2.,,,,,,,,,,
38 3.,,,,, ( ) ( ) ( ) ; ;,,,,,,,,,,,,,,,,
39,,,,,,,,,,,,,,,,,,,, 4 ( 4C ), ( Customers ) ( Channels ) ( Competition ) ( Company ),,,
40,, : 1.,, 2., 3., 4. 5. 6.,,
41,,,,,,,, SWOT S strengths, ; W weak nesses, ; O opportunities, ; T th reats,,,,, 1.,,,,, : :, :, : ISO9000 : 77% : : :, : :,
42 2.,,,, ;,, ( ),,,,,,,, :,,,, ;, ( ) 1., (1 ),,,
43 (2 ),,,, (3 ),, (4 ),,,, 2.,, (1 ),,,,,,,,,,, ( ),,
44, (2 ),,,, :,,,,,,,,,,,,, 3.,, 2-2,,,,,,
45 2-2,,,,,,,,,, ( ),, ( ) ( ),,
46,, : 1.,,,,, 2.,,,,,, 3.,, 1: 1994 3 31,, 32,,,, 1994 4, 1994,, 1994,,,,
47,,,,?,,,,, :, ;, ;,,,,,,,,,,,,,,,,,,,
48 2:,,,,, :,,,,,, 1997 12 37. 98% 13. 11% 39. 4%, ( ),,,, 1997 7 12, 0. 41 0. 78 1. 01,,,, 25%,,,,,,,,,,,
49,,, 4,,,,,, 1997 2,,,,,,,
50,,, :,,,,, ( 3-1 ), ;,, ;, 1., 2.
51 3-1,, 3.,,,,,,,,,,, 4.,,,,
52,,,,,,,, 1., (1 ),,,, (2 ),, (3 ),, (4 ),
53,,,,,,, 2.,,,,,,, : 20 70,,,,,, HMS CRS GDS 1. HMS HMS,, HMS PC - LAN ( HMS ) HMS,, 20 80,, 20 80
54,, 20 80,,, HMS,, 2. CRS CRS, 1964, holidex, 20 70,,, holidex - 2 7,,,,, forte - 1,, 97 000, CRS, forte - 2, 60 937 3. GDS 20 90,, GDS, GDS? CRS,,, GDS GDS,,, 20, GDS 10 103, 256
55 ( ),,, ( ) ; ;, : 1.,,,,,,, 2.,,,
56,,,,,, 3.,,,,,,, X Y, X Y, ;, 4.,,,,,,
57,,,, ( ), 1.,,,,, 2. (1 ),,, (2 ),,,,, : (3 ),,
58 (4 ),, 3.,,, 4.,,, 5.,,,,,,, ( ),, 1.,,,, 2.
59,,, 3.,,,,,,,,,,,,,,,,, 3-2 3-2 ( ), :?,?,,,
60,, :,, ;, ;,, ( ),,,,,,,,,,,,,,,,,,,
61,,,,,,,,,,,,,,, ; :, ( ) :, ;,,,, ;,,,, : 1., (1 ),
62,,, ;,,,,,,,,,,,,,,,,,,,,,,,,,, (2 ), ( ) :,,,, ;, ;, (3 ),,,
63,,,, (4 ) ( ),,,,, ; 2. (1 ), (2 ),, (3 ) (4 ), (5 ), (6 ) (7 ),, (8 ) (9 ) (10),,
64, ( ),,,,, 1., (1 ),,, (2 ), (3 ), (4 ),, 2., (1 ),,,, (2 ),,,, (3 ),,
65 ( ),,,,,, : 1. 2. 3. 4. 5., 6.,,,,,,,,,,,,,,,, :
66 1.,,,,,,,,,,,,,,,,, 2.,,,,,,,, :,, ;,,,, ;,,,,,,,,, 3.,,,,
67,,,,,, 4.,,,,,,,,, : 1. :,, ; ; ; ; ; 2., : ; ; ; ;
68 3.,, : ; ; ; ; ; 4., : ; ; ; ; 5. : ; ; ;, : 1.,,,,,,,,,,,, 2.,
69,,,,,,,,,,,,, 3.,,,,, ;,, ;,,,,,,,,,, ;,,, 4.,,,,,,,
70,, 5,,, 95%, 5 500 6 500, : ( ),,,,, : 1.,,,,, 2.,,,,,, : = a1 + a2 + a3 a1 + a2 + a3 a1 a2 a3 3. (1 ),, ( ),,,,
71 (2 ),,,,,,,, 4.,,, : (1 ), (2 ) (3 ) 5.,, 6., ; 7.,,, ( ) 1.,,,,
72 (1 ),,, : 1997 2002 1 3-1, 2003 1 3-1 1997 2002 1 : 1997 1998 1999 2000 2001 2002 64 68 71 69 76 74 : y = ( + + + n ) / N ( ) 2003 1 : y = (64 + 68 + 71 + 69 + 76 + 74) / 6 = 70 ( ) (2 ),,,,, 3 5, 3 5 R, R ( ) y, y R, ( ) 2.,,,,
73,,,,, : Y = a + bx : Y ; a b ; X,, X Y,, a b ;, a b, ;, r a b : a = Y - bx Xi Yii b = - X Yi X i 2 - X Xi r = 1 - S2 2 : r ;
74 1: 1997 4 21, 6,, 8 ( ) 18 ( ),,,,,,,,,,,, 1997 4 24, 18 ( ) 7 809 ( ), 66. 5%, 16%, 8%, 7%, 2%, ( ) 0. 5%,,,,,,,,,,,,,
75,,,, 2:,,,,,,,, : ( m 2 : m 2 ), m 2,,, % % % % %
77 % % % / m 2 / m 2 / m 2,,,,,,,,,,,,,,,, m 2 m 2 m 2,,,,,,,,,, 1. (1 ) :, (2 ) :, (3 ) :,,, (4 ) :,,,,,
78 (5 ),, (6 ) (7 ), (8 ) 2. (1 ), :,, (2 ),,, :,,,,,,,,,, 88,,,,,,,,
79,,, (3 ) 2002 6 7,,,,,,,
81,,,, ( ),,,,,,,,,,,,,,,,,
82,,,,,,,,, ( ),,,, : 1., 2., 3., 4.,,, 5.,,,, 6.,
83 7. 8. :,,,, ( ),,,,,,,,,,,,,,,, ( ), ;,,
84 : 1.,, (1 ),,,,, 75 % (2 ),,,,,,, (3 ),,, ( ),,,, (4 ),,,,,,,,,,
85,,, 2.,,,,,,, 3.,,,, ;,,, 4.,,,,,,,,,,,,, ( ),,
86,, ;,,,,, 4-1 1. 4-1,,,,,, 2.,, : (1 ),, (2 ),,,,,,
87 3.,,,,,,?,,,??,,, ;, ;, ;,?,,,, ( ),? (1 ) ( object) (what)? (2 ) ( organization) (who)? (3 ) ( objectives ) ( why)? (4 ) ( operation s) ( how)? (5 ) ( occasions) ( when )? (6 ) ( outlets ) ( where) 6 O, 6O
88 4O, 4O O P, 4PS 4O,, :????,, ( ) 1.,, ; ;,, 2.,,,,, 3.,,,,,,,
89 4.,,, ( ) 2 858 : 1., 60%, 57%, 52% :, ;, ;, ;, ;,, 2., 90 % 24, 76%, 50 % 3., 71 % 1 2, 16% 3 4, 1% 5 4., 45%, 55%, 50 %, 30%, 3% : 1. : 2. :
90 ( ),,, : 1. :,,, ;,,,,,, :,,, ;,,, 2.,,,,,,,,, 3.,,,,,,,
91, ( ) : 1.,,,, ; ;,, :,,,,,,, 2.,,, :,,,, ;,,,,,, :
92 : : : :,,, ;,, 3.,,,,, ; ; ;,,, 4.,,,,,,,,,,,,,,,,
93 5.,,,,,,,,,,, 6.,,,,?, ;, ;,,,,,,?,,,,,,,, 11, 13% 20,,,,
94 96 %,,, ( ),, 1.,, ( Kias u) ( Kiasu Burger) ( Mr Kiasu ) : 42, 2.,, : (1 ),, 55,,, (2 ),,,,,,,
95, (3 ),,,, (4 ),,,, 3.,,, (1 ),, (2 ),, (3 ) (4 ) (5 ),, 4., (1 ),,,,
96 (2 ),,, (3 ),, ( ),, 1.,,,,,,,,,,,,,,,,,
97 (1 ),,,,,,, (2 ),,,, 2.,,,,,,,,,,,, : (1 ),,,,,
98 (2 ),,,, ;,,,,, (3 ) ( 6 ),,,,,, (4 ), 6,,,, (5 ),,,,,,, (6 ),,,,,,,,,, (7 ),,,,
99, 3.,,,,,, ;, ( ) 1.,, 2.,,,,, 3.,,
100,,,,, 4.,,,,,, ( ), 1.,, ;,,,,,,,,,,,,,,,, 2.,,
101,,,,? : (1 ) :,,,, (2 ) :,, (3 ) :,,, 3.,,,,,,,,, ( ), 4.,,
102,,,,,,, ( ),,,,, 1.,,, 2.,,
103,, 3. ( ),, 4.,,,,,,,,,,, 1.,,,,, 2.,,,, 3.,,,,
104 4.,,,, ( ) 1.,, 2.,,, 3., 4. 5., 6.,,,,,
105 ( ), :, 4-2 4-2 1.,,,,,,,,,, 2.,, :, 3.,,,
106,,,, 4.,,,,,,,,, 5.,,,,,,,,,
107 :,, ;, ;,,,,,,?,! 250,, 500 ( ),,,,,,,,,,,,,,,,,,,,,,,
109,,,,,,,,,,,,,,,,,,,, : 1.
110,,,,,,,, 2.,,,,, 3.,,,,,,, 4.,,,,, 5., ;,,,, 6.,
111,,,,,, : 1. 2. 3.,,,,,, : 1.,,,,, 2.,,,, 3.,,
112,,,,, 4.,,, 5.,,,,,,,,, 1.,,,,, ;
113,,,,,, ;,,,,,,,,,,,,,, 2.,, : (1 ),,,, (2 ), ( ) ;, 20 70, 1%, 40 %, (3 ),,
114, ; ; 15 15,, (4 ),,,,,,, (5 ),,, (6 ), 3.,,,,,,,,,, 5-1
115 5-1 A B C,,,,, ( 6 ),,,,,,,,,,,,,,,, 4. (1 )
116,,, (2 ),,,, ;, (3 ),,,,,, (4 ),,, 1. (1 ),, (2 ) (3 ), (4 ), (5 ),, (6 ),,
117, (7 ),,, 2. :,,,,,,,, : (1 ),,,,, (2 ), ( ),, (3 ),,?,, 4,,, : ; ( 10 ) 20 ; ( ),, 60,
118,,,,,,,,,, 1. (1 ),, (2 ) 2. (1 ),, ;,,,,,, (2 ),,
119, (3 ),, :, ;,,,,,,,,,, ;,,,,,
120,,,,, : 1.,,,,,,,,, 2.,,, ;,,, 3.,,,,, 4.,,,,,,,, 5.,,,
121,,,, ( ) ( ) (, ),,, 1.,,,, ;,,, ;,,,,,, ;,,,,, 2.,,,,
122,,,, ;, :,,,, 3.,,,,,,, ; ;,,,,,,, 1.,,, 50%, 30 %, 20 %,,,,,,,
123, 2.,,, 3.,, 4.,, 40 000, 5, 10,, 2 000 000,, : = = 40 000 5 10 = 2 000 000 ( ) 5.,,,,
124, ( ) 1972, :,,,,,,,,,,,,,, ( ),,,, :,,,,
125,,,,,,, ;,,,,,,,,,,,,,,, 1.,,,, 2., :,,,,,, 3.
126,,,,,,,,, 1992, 72 92, 4. (1 ),, (2 ),, (3 ),,,, (4 ),, 5.,,, 6.,
127,,, :, ;,, :,,,,, : 1. : ( ) 2. : 3. : 4. : ( ),, 5. :,,, 1.,,, :,,,,,,
128 2. :,,,,,,,,,,,, 3.,,,,,,,,,,, 4.,,,,,,,,, 5.,
129,,,, 6.,, 1: 20 30,, 20 90,,,,, + ",,,,,,, 86%,,,,,,, :, WTO,,,,,,,
130,,,,,,,, 24, Inter net,,,,,,,,,,, 20 80,,,,,,,,,,,,,,,,,,,,, :,,,,,
131,,,,,,,,,, ISO9000 2000,,,,, IT : 1997 DDN,, 10M 40Gbps, 10M, ( VOD), 32 RISC,,,,,,,, VOD,,,,,,,,,,,,,
132, + ",, 2: M,, M, M, 3 300, OK, ;, ;, ;,,,, M,,,,,, M : 1.,,,,,,, M,,,,,,
133 2.,,,
134,,,,, ( )?,, :,,, (1 ),, (2 ),,,, (3 ),, (4 ),
135,,,,, : ( ),, : 1.,,, 2.,,,,, 3.,, 4.,,,,,,
136 5.,,, 6.,,,,,, 1.,,,,,, 2.,,,,, 3.,,,, 4.,
137,,, 5.,,,,,,,,,, ( ),,,,,,,,,,,,,,, : 1 + 2 =,
138 3 + 4 =, 1 + 2 + 3 + 4 = +,, 1 ; 2 ; 3 ; 4 :,,,,,,,,,,,,,,,, 6-1 6-1 ( ) ( ) OK :,,,
139,,,,,,,,,,,,,,,,,,,,,,, : (1 ),, (2 ),, (3 ),,,,,, ( ),,,,,,,,
140 (4 ), (5 ), (6 ),,,, ( ),,,,,,, 1.,,,, 2.,,,,, 3.,, ;, 4.,,,
141 5.,,,,,,,,,,, 6-1,,,,,,,,,, 6-1,, : 1., 2.,,
142 3.,, 4.,,,, 0. 1% 10%, 10 %, 0. 1% 5 %, 5% 50%, 50 % 90 %, 90 %,,,, S, 6-2 6-2, ( ),
143, ( ),,,,,,,,, ( ),,,,,,,,,,,,,, ( ),,,,, 1.,,,,,,,
144 6-3,, 6-3 (1 ),,,,,,,,, :, ;, ;,, (2 ) ; :, ;, ;, ;,,,,,, (3 ) :, ;, ;, ;, ;,,, (4 )
145 ;, :, ;, ;, ;, 2.,,,,,,,,,,,,,,,, 3.,,,,,, (1 ), (2 ),,, (3 ),,,,,, ;, ;,,, ;
146, 4.,,, (1 ),,, ;,, (2 ),,, :,,,, (3 ),,,,, :
147 1., 10%,, 2., 20%,,, 3., 26% :, 4.,, 26 %, 5.,,, 7% 6., 11%,,
148,, 1.,,,,,, 2.,,,,,,, 3.,,,, 4.,,, 5.,,,,,,, ( ),,,,,,,,, 18,,,,,,
149 ( ),,,,,,,,,,,,,,, ( ),, ( ), ( ),, :,,,,,,,,,,
150 ( ),, 20 80,,,, 20 80,,,,,, ;,,, ( ),,,,,,,,,, ( ),,, ( ), : 1.
151,,, 55%,,,,,,, 2.,, 28%,,,,,,,, 3. 27%,,, 4.,,, 5.,,
152,, 1.,,,, 2.,,,,, ;, 6-2,, : 0. 00 0. 40, 0. 41 0. 75, 0. 76 1. 00 0. 70 6-2 ( A) ( B) ( A B) 0. 2 0. 6 0. 120 0. 2 0. 9 0. 180 0. 2 0. 7 0. 140 0. 15 0. 6 0. 090 0. 1 0. 9 0. 090 0. 05 0. 8 0. 040 3. ;
153 ; ;, 4.,,,,,,, 5.,,, 6., 40% 50%,, 3%, 13%, 34%, 34%, 16%,, 3 %,,,,, 1990,,,,,,,,, 18 %,, 31%,,
154 : ;,, ;,, ( ), ( ),,,,,,, 1.,,,,, 2.,,,,,,, 3.,,,,
155, 4.,,, ( ), : 1.,,,,,,,,,,,, 2.,,,,,,, ; ;,, 3.,
156,,,,, 4.,,,,,,,,,,, 5.,,,,,,,,, ( ) 1.,,, ; 2.,,,,,, 3.,,,,,
157 4.,,,
158 ( ),,,,,, ( ) ( P& G),,, 8,,,,,,, ( ),,,,, ;,,
159 ( ),,,,,,,,,,,, ( ), :,,,,,,,,,,,
160 1:,,,,,,,,,,,,,,,,,,,,,,,, VCD,,,,,, 2002,,,,
161,,,,,,,,,,,,,,, 1996,,,,,,,,,,,,,,
162 2:,,,,,,, :,?, 1988, 1991,,,,,,,,,, ;,,,,,,,,,,,,,,,,,,,,,,,,,,,
163,,,,,,,,, 10,, 25,,,,
165,,,, ( ),,, ; ;,,, ( ), 1.,
166,,,, 2.,,,,,, 3.,,,,,, 4.,,,,,,, 5.,,,,,,,,,
167, ;,,,, ;,, ( ),,,,,,,, ( ),,, ( 7-1 ),,, ( ),,,,,,,
168 ( ) 7-1 ( ),,,,, ;,,, 7-2 7-2 P, Q,, :
169 1.,,,,,, 2.,,,,,,,, ( ),,,,,, ;,, 7-3 7-3,,,,,,,, ( ),, ( ),,
170 ( ),,, : 1.,,, 2.,,, 3., ; 4.,,, ( ),, 1.,,,,,,,, 2.,
171,,,,,,,,,, 3.,,,,,,,,,, ;, ( ),,,,, ;,,,,,,,,, ; ; ; ; ( ),,,,
172, ;,,, ( ),,,,,,,,,, : x y = ( Qx/ Qx) / ( Py/ Py) x y < 0, ; x y > 0,,,, ( ),, :, ;,,,
173 ( ),, 1.,,,, 100 /, 60 /, 50 / 60, 10,, 2.,,,, 3.,,,,,,,,,,,,,,
174 4.,,,,,,,,,,, 5.,,,,,,,, ( ) 1.,,,,,,,,,,,,,, 2.,,
175,,,,,,,,,,,,,,,,,,,,, 1.,, 2.,,,,,, 3.,
176,,,,,,,,, 4.,,,,,,,,,, 15%,,, 5.,,,, ( ),,
177,,, ( ) 1.,? (1 ),? (2 ) (, )? (3 )?? (4 )? 2.? (1 )? (2 ), ( )? (3 ),?,? (4 )???? 3.,,,,,,,,,, ( ),
178,,,, ( ),,,,,,,,, ( ),,, ( ),,, ( ),,,,,
179,,,,,,,, ( ), : = (1 + ),, : = -, 32, 150%,, : P = 32 ( 1 + 150% ) = 80 ( ),, 20 %, 28%, 41%, 34% ;
180,,,,,,,,, ( ),,, : : P ; Q ; FC ; P = FC Q + VC VC P,, 20, 2, 10 000,,? = 1 0000/ (20-2 ) = 555. 55 ( ), 555. 55 556,, 556, 217, 130, 60, 10 000 /,? = 10 000/ (130-60 ) = 142. 88 ( ),, 143
181 ( ),,,,, ( ),,,,, : = -,,,,,,,,,,, : = +, ;, :,,
182,, ( ), ( ),,, : = ( + ) =,,,,,,,,,,,, ( ) ( ) 70% 80%,,,,,,,
183 ( ),, ( ) ( ),,,,,,,,,,,,, ;,,,, ;,, A B C,, ( ), 100,, A B C, 100, 7-1 :
184 7-1 A B C 40 40 40 20 30 33 33 33 20 40 30 30 10 40 25 35 100 ( ) ( 37. 9) (34. 4 ) 27. 4 A ( 37. 9 ), C ( 27. 4 ), B (34. 4),, B 60, A 66 ( 60 37. 9 34. 4), C 48 ( 60 27. 4 34. 4 ), A 60, B, A B,, B,,,,, ( ),,,,, : 1.,,,,
185 2.,,,,,,,, 100 90 80 10,, 100 120 144 173 243 20%,,,, 100 120,,,, 3.,, 10 % 20%,,,,,,,,,, ( ),,,,
186 ( ),,,,,,,,,,,,,,
187 ( ),,,, 1945,,,, 0. 50, 10 /, 20 /,,, 20 50 70,, 10, 100,,,,,, ( ),,,,,,,,,,,,,,,,,,,
188 ( ),,,, ;,,,,,,,,, ( ),,,,,,,,,,, ;,,,, 9, ( 3 999. 99 ), ( ),,,,, 0, 1 000, 998 :, ;,
189, ;,,,,,,, ( ),,,,,,,,, ( ),, ;,, ( ),,, ( ),,,,,,,,,,,,,
190 ( ),, ;,,,,, 300, 300, : 40 %, 10%, 20%, 20% 60% 20% 60%,,,, ( ),,,, :,,,,,,,,,
191,,,,,,,,,,,,,,,,, 20 60 20 ;, 10 20 40 20 10,,,,,,, ( ),, 1/ 10, 30,, 1%,, 30,,
192 ( ),,,,,,,,,,, ( ),,,,,,,,,,, ;,,,,,,,,,,,,,,,,
193,,,,,,,,,,, ( ),,,,,,,,,, ( ),,,,,,,,,,,,, 20% 30%,
194 ( ),,,,,,,,,,,,,,,,,,,, : ( ),,,,,,,,,,
195, ( ),,,,, ( ),, ( 80% ),,,,,,,,,,
196 ( ),,, : ; ; ; ;,,, 7-2, 7-2 301 302 303 304 305 306 307 308 309 310 70 70 70 70 70 70 70 70 70 100 70 60 70 60 70 60 100 60 70 60 70 60 70 50 70 50 70 60 730 310 140 140 70 70
197 495 240 120 100 0 35 235 70 20 40 70 35 : 301 : John J on es, ABC, 308 : M r. T. Brown,, 5 : 50, 60 : 60, 70 ( ) ( ) ( ),,,, 100%,,,,,,,,,,, 90,,,,,,, ( ) 1., : (1 ),,,,
198 (2 ),,,, (3 ),,,,, 2. (1 ),,,,,, (2 ),,,,,, ( ),,?,,,,, ;,,,,,,, : 1.,, 2.
199 3., 4.,,, : 1.,,, 2.,, 3.,, 4.,,, ( ) 1.,,,,,, (1 ),,,, ;,, (2 ), ;, (3 ), ; ; ; :,, ; ;, ;
200 ;, 2.,,,,,,,,,,,,,,, ;,,,,,,,,,,,,,,,,,,,,, ( ) 1.,,, : (1 ), (2 ),
201 2.,,, ;,,,,, 3.,,,,,,, 4.,,,,,,,,, 1:,, BP, 3,?
202,,,?,,,,,,,,,,,,,,,,, :,,,,,,,,,,,,,,, ;,, 3,
203,,,,,,,,,,,,,,,,,? 2: ( ),, 1993,, 14. 4% 7 %,, 1996, 1997 1998,, 8% 7%, W TO,,, ( ),
204,,,,,,,, 1996, 6,,,,
205 1 1 2 3 4 5 6 2001 95. 68 94. 02 87. 51 88. 22 97. 85 88. 17 2002 98. 60 98. 99 89. 05 90. 81 101. 68 92. 64 2001 98. 17 98. 35 88. 40 98. 52 88. 55 88. 58 2002 103. 75 103. 94 93. 45 107. 43 90. 23 90. 45 :,, ( ),, 1998, 4,, ;,,,,,, ( ),,,,,,,,,,,,
206, ( ) 1., :,,,,,,,, 2.,,,,,, 3.,,,,,
207 2 ( ) ( ) 5 1 400 + 20% 4 780 + 20 % 5 1 340 + 20% 3 418 + 15 % 5 1 380 + 20% 3 508 + 15 % 5 1 200 + 20% 3 438 + 15 % 5 950 + 20% 3 388 + 15 % 4 880 + 20% 3 388 + 15 % 4 780 + 20% 3 368 + 15 % 4 598 + 20% 3 438 + 15 % 4 580 + 20% 3 388 + 15 % 4 880 + 20% 3 360 + 15 % 4 880 + 20% 3 298 + 15 % 4 580 + 20% 2 280 + 10 % 4 700 + 20% 2 288 + 10 % 4 680 + 20% 2 268 + 10 % 4 580 + 20% 2 236 + 10 % ( ) 1. :, 48 886, 15 : (1 ),, (2 ),, (3 ), :
208 (1 ),, (2 ), (3 ), 2. :, 78 349 16, : (1 ), (2 ) (3 ),, : (1 ), (2 ), (3 ), 3. :, 43 226 25 : (1 ), (2 ), (3 ) : (1 ), (2 ) (3 ), 4. :, 56 889, 28 : (1 ), (2 ),, (3 ),, : (1 ),
209 (2 ) 5. :, 97 698, 32 : (1 ), (2 ) : (1 ), (2 ) (3 ) 6. :, 78 566, 28 : (1 ), (2 ) : (1 ) (2 ) (3 ) 7. :, 37 656, 26 : (1 ), (2 ) (3 ) : (1 ) (2 ) ( ),,,,,,,,
210,,, ( ),,,,,,,,,,,,,, ( ),,, ( ) ( )
211,,,,,,,,,,,,,,,, ( ),
212,,,, : 1.,,,,,,,,,,,,, 2.,,,,,, 3.,,,,,,,,,,,,
213, ( ), 1. (1 ),,,,, (2 ),,,, (3 ),,,,,,,, (4 ),,,,, 2. (1 ),,,,, (2 ),,,, (3 ),
214 3., 4 : (1 ) (2 ) (3 ), (4 ),, 4.,,,, 5.,,, ;,,,,, ( ) 1., ;
215,,, ;, 8-1 8-1 ( ) 90% 83% 79% 76% 76% 70% 64% 61% 48% 31% 26% 2. ( ),,,,, ( ), ( ),, ( ),,,
216 3.,,,,,,,, 4.,, 5.,,,,, / / / 96%,, ( ),,,, (, ),,
217 : 1.,,,,, 8-1 a 3 3, 9 ; b 3 3,, 6 8-1 2.,,,,,, 3.,,,,,,,,,,,, ( ),
218, : 1., 2.,,,,,, 3.,,,, 4.,,,, 5.,, 6., 7.
219,,,,,,, : 1.,,,,,,,,,,,,,,,,,, 2.,,,
220 3., 500, 100%, ( 100 % ), 365 000 ( 365, 2 ) 50, 36 500,,,,,,,,,,,,,,,,,,,,,,,,,, : ( )
221,,,,,,,,, ( ),,,,,, ( ),,,,,,,,,, ( ),,,,
222,,, ( ),,,,,,, ;,,,,, ( ),,,,,,
223 ( ),,,,,, ( ), ( ),,,,,,,,,, ( ),,,,,,,,
224, ( ),,,, ( ), 1.,, ;,, 2.,,,,,, 3.,,,, 4., 5., ( ),, 1., 2.,,
225, 3. (1 ) (2 ) (3 ) : 16 1 ( 16 ) (4 ) (5 ) (6 ) 4. (1 ) (2 ) (3 ) (4 ) (5 ) (6 ),,, ;,,, 5. (1 ),, (2 ),,, ;,, (3 ),,,
226 80% 20%,,,,,,,,,,,,,, ;,,,,,, : 1. ( ),,,,,, 2.,,, 3.,,,
227, 4., 5.,,,, 50% 70%,, 24,,,,,,,,,,,,,,,,,
228, ( ) 1.,,, ( 1997 ) : ( ), ( ) ( ) ( ), ( ) ( ),,,,,, 2., : (1 ),,,,,,,,,
229 (2 ),,,,,,, (3 ),,, (4 ),,,,,,, ( ),,,,, 1. Web, ( Home Page) ( E-mail),,,,
230 2. ( E-mail) ( N ews Group ) ( Chat),, ( Whiteboard Conference), 3. Web,,, 4.,, 5.,, ( ), : 1.,,,,,,. com,
231,,,,,,,,,,,,,,,,,,,,,, : (1 ) : ;, ;, ; : ; ; ;, ; : ; ; ; ;, ; ;, ; ; ; (2 ) logo ;, banner
232,,,, 2. : ; ; (1 ) ( WilliamS. Norman ) :,, 92%, (2 ) :, ( ),,,,,,,,,,,, (3 ),,,, ;,
233,,, WTO,,, 1995,, ( ),, : 1.,,,,,, 2.,,,
234,, 3.,,,,,,,,,, ( ) 5 1.,, : (1 ) (2 ), (3 ),, 2.,,, 3. : (1 ) Apollo, GALILEO, GEMINI, Room Master 58 500 A POLLO
235, 26 400 (2 ) SABRE, EAN TA- SIA SABRE 72 000, 3 419, 1 672 (3 ) P ARS/ DATAS ( WORLDSPAN ) TWA 3, 52 000, AT & T, 10, 28, (4 ) AMADEUS, 4. 6 : AXE SS ; ARIES ; 60 SITA/ SA HRA ; 4 SH AR ES ; LRS AERLIN GOS AS TRAL ARIES L RS AMADEU S 5.,, : (1 ), ( ) l - 800 - TOLL FREE (2 ),, H OLIDEX
236 GLOBAL, ACCOR, HILT RO N 1999 4 HILS TAR, (3 ), (4 ) GDS, INTERF ACE GDS,,,, H OLIDEX GDS, HI SRS ( ), CRS/ GDS,,, SABRE T ravelocity, Galileo T rip. com;,, WORLDSP AN Expedia P riceline. com, AMADEUS 29 2 500,,,,,,,,,,,, e,,,,
237 1:, M,,,,,,,, M,,, 80% Walk - in ( ),,,,,,,,,, Walk - in,,, M,, Walk - in, ;,,,,,,, :,,
238,,,,, CRS ( ) GDS ( ), CRS GDS,,,
239 2:,,,, :,?,,,,,, :, ;, :,, VI P,, VIP,, 27 11,,,, 1996,,,,,,,,
241,,,, ( ),,, ( ),, ( ),,,,,,,
242,,,,,,,,, : 1.,,,,,, 2.,,,,,,,,,, 3.,,,,,,,, 4.,,,,,,,,,,
243 ( ) : 1.,,,, 2.,,, ;,, 3.,,, 4., ( ),,, 1.,,,,,
244 2.,,,,, ( ),,,,, ; ; ( ),,,,,,,,,,,,,,,,,,
245,,,,,,,,, ( ),, ( 9-1 ),,,,,,,,, 9-1 ( ),,,,,,,,
246,,,,,,,,,,,,,,,,,,,, 9-2 : 9-2 ( ),,, ( ),,,,,,, ;,,,,
247 ( ), ( ),, ( ),, ( ),,,, : 1. 2. 3. 4. 5. 6.
248 ( ) 1.,,,, 2., 3.,, 4.,, ;,, ( ),,,,
249, :,, ;,,,, ;,,,, ;,,,,,,,,,,,,,, ( ),,, : 1., 2.,,,,,,,, 3.
250,, 4.,,, 5.,,,,, 6.,,,, 7.,,,,,, ( ), 1. (1 ), (2 ), (3 ),, (4 ),,
251,,, 2. (1 ), :,,,,,,,,, (2 ),,,,,, (3 ),,, ( ), (4 ),,,,, : ( ) 1.
252,, 18 000, 2,,, :,,,,,,,,,,,,,, 2. 5 000, 1. 8,,, :,,,,,,, :,,,,, 3.,,,,,,, :,,,, 4.,,, :,,,,,,,,,,,,
253 : 54%, 26%, 7%, 6% ( ),, 1.,,, 2., 24,, / 3., 4.,,,,, 5.,,,,,,,,,, ( ),,
254 : : 1., 2., 3., 4.,, ( ) web, : ( Banner ) ( Logo ) ( Text) ( Mailinglist ) ( Newsgroup ) ( Questionnaire), 1.,, 2. 3., 4.,,,, ; CN NIC, 18 30, 52. 9%, ;, 13,,
255,,,,,,,, 9-3 9-3 ( ), 1., (1 ),,, (2 ), 2., (1 ),, (2 ),
256 (3 ),,,,, ( ),, : 1.,, ;, 2. (,, ), ;,,,, 3.,,, 4. ; ;,,
257 ;, ( ),,,,,,,,,,,,,,,, ( ),,, 1.,,, ;,, 2.,,,,
258 3.,, ( ),, ( ),,, SIRI T S Simple,,,,,, I Impactful,,,, R Relevant,, I Interesting,,,,, T Truth,,,,, ( ),,,,
259,, 15 %,,,,,,, : 1., 2., 3.,, 4., 5.,,,, :, ;,,
260,,,,,,,,,,,,,,,,,,,,, : ( ) 1.,,,,,,
261 2., 3.,,,,, ( ),,,,,,, ( ) : 1.,, 2.,,,,, 3.,,
262 ( ) 1.,, : (1 ),,,,,,, (2 ),,,,,,,, (3 ),,,,,,,,, (4 ),,,,,,,,,, (5 ),,,,,,
263,,, (6 ),,,,,,, (7 ),,, 2.,,,, (1 ),,,,, (2 ),,,,, (3 ),,,,, ( ),,
264?,, 1.,, :??,,,, 2.,,, :, :,??,, ( ) : 1.,,,, 2. /, ( ),,,, 3. /,,
265,,, 4.,,, ( ) 1.,,,, (1 ) :,, (2 ) :, (3 ) : 2. (1 ),,, (2 ) :, :, :,
266 (3 )
267 ( ) ( 9-1 ) 9-1, 5W2 H :?, :,, :, :, :? : :! ( ),,,, ( ),,,,,,,,
268,, (, ), ; ( ),,,,, : (1 ) (2 ) (3 ),,, : : : ( ),, ;,,,
269,,,, : 1.,,,,, ( ),,,,,, 2.,,,,,,,,, 3.,,
270, :,,,,, ( ),,,,,,,,,,, : ( ),,,,,,,,, ( ),,,,,,,
271 ( ),, ( ),,,,,,,, ( ),,,,,,, ( ),, ( )
272,,, ( ), ( ),,,, ( ),,,,,, ( ),, ( ),,, ( ),, 6,,,,,
273 ( ),,,,,,, ( ),,,,,,, ( ),,,, ( ) /,,,,, 1.,
274,, 2.,,,, 3., : (1 ), (2 ),, (3 ),,,,, (4 ), ;,,, (5 ), :, ; 4.,,,,,
275 ; ;,,,, 95% 5., (1 ),,,, (2 ), ;, ;,, (3 ),,, ( ),,,,
276,,,,,,,,,,,, ( ), : 1., ( ),, 2.,,,, 3.,,, 4.,,,,,,,,,,
277,,,, 5.,,,,,,,,,, ( ),,,,,,, ;, : (1 ),, (2 ),,,, (3 ) (4 )
278 (5 ), (6 ),,,, ( ),,,, 1.,,,, : (1 ),, (2 ),, (3 ),,,,,, 2., :, ;,,,,
279,, : (1 ), (2 ),,, (3 ),,,, 3.,,,,,,,, ( ),, ( ),,
280 ( ),,,,, ( ),,,,,, ( ),,, ( ) 1., 2. 3., 4.,,,
281, ( ),,,,, ( ),,,,, ( ),, :,, 1.,, 2., 3.,
282 1: 1996,,,, : 500,,,,,,, : 20,,,,,,, 1985, 250, 20 5 000,,,,, 140,,,,,?? K :,,,,, 1 2. 5,,,,,,
283,,,, 0. 15, 200 30, 1/ 4 1/ 6,,,, VIP,, 30%,,,,,,,,, 6,, 2: 1994,,,,,,,,,,,,,,
284,,,,,, 6, 8 9,,, 1996 6,, :,, ( 50 ),,,,,, 5% 1996 10, : 10 18K, 100 24, 10, 168, 10 100 10, 100,,,,, :!
286,,,,,,,,,,,,,,,,,,?,,,,
287 10-1 10-1,,,,,,,,,,
288,,, 150,,,, ( Sales & Marketing Department ),,,,, : 1.,,,, 2.,, (1 ),,,, (2 ),,, (3 ),, (4 ) 3.,,,
289,,, 4.,,, 5., 6.,,,, 1., 2.,,, 3.,, 4. 5.,,, 6.,, 7.,, 8.
290,,,,, 9.,,,,,,, : 1.,,,, 2.,,,, 3.,,,, 1.,
291 2.,, :, ; 3.,,,,,, ;,,,,,, :,,,, ;,,, ;,,
292 ( ),,,,,,,,,, : 1. 2. 3. 4. 5. 6. 7. 8.
293 9. 10. ( ),,,,, 2 000, 40 % ; 400, 25%, 100, 35% ( ),,, 1., 2., 3., 4. 5. 6.
294, ( ),, 1.,, : (1 ), (2 ),, (3 ), 2., 2004, 30%, 10 %, 30 % 10 %, 2004 3., : ( ),,,,
295 ( ),,, :, ( ) :,,?,,?, :,,,,,,,,,,,,,,,,,, : 1.,,,,
296 2.,,,,, ;,, 3.,,,, 4.,, ;,,,,,, ; ; 5.,,,
297 ( ),,,,,,, 1.,, ( ) ( ),,,, 2., 6 ( ), : 1.,,
298,,,, 2., 3.,, ( ) 1.,,,,,,,, 2.,,,,,,,,, 3.,,, 1 000, 50, 5%, 1 200, 5%, 60,
299,,, 4.,,, ;,,, : : = =,, ( ),, 5.,,,,,,,, 20%,,,,, 20%,,, 6.
300,,,,,,, ( ),, : 1.,,,,,,,, 2.,, ;,,,, 3. 4,,,,,,,,,,,,,
301,,,,, : 1.,,,, : (1 ), (2 ) (3 ), : :, :, : :,, 2.
302,, (1 ),,,,,, (2 ),, 3.,,,,,,,,,,,
303 : : : 1., 2. 3., 1. : 1 2 : 2 28 : 500 : 2. : 4 5 : 5 31 : 800 : 3. : 6 7 : 6 3 ; 6 10 ; 6 15 ; 6 20 : 2 000 :
304 4. : 2 12 : 1 25, 1 31 :, 5. : 1 12 : 12 31 : 6. : 1 2 : 2 29 : 7. : 2 3 : 3 31 : 8. : 3 5 : 2 8, 4 30, 5 31 : 100 : 9. : 2 12 : 1 31 : 10. : 2 3 4 7 8
305 : 1 10 ; 1 20 ; 1 20 : 500 : : / : : : 1 2 3 4 5 6
306
307
308 / : : ( : ) : a. b. c. d. A. B. C. D. E.
309 / : : ( )
310 / : : :
311 E - mail ; ; ; ; VIP : :
312 ( ) ( ) / / : : :
313 : : :
314 : / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 :
315 / : ( : ) / : : : : :
316 ( : )
317 : ( : ) :,,,,
318 (1 ) (2 ) (3 ) (4 ) (5 ) (6 ) (7 ) (8 ) (9 ) (10)
319 :
320 : : : ( ) ( ) ( ) ( )
321 ( ) / ( ) ( ) 1. (1 ) ( ) (2 ) ( ) (3 ) 2. (1 ) : ( ) (2 ) : (3 ) 3. (1 ) (2 ) : ( ) (3 ) (4 )
322 (5 ) ( ) (6 ) (7 ) (8 ) (9 ) ( ) (10) (11) ( ) (12) (,,, ) (13) 4. (1 ) (2 ) 5. (1 ) ( ) (2 ) ( ) 6. (1 ) / (2 ) (??) (3 )? (4 ) (?? ) (5 ) 7. (1 ) (2 ) (3 )
323 (4 ) (5 ) ( ) 8. (1 ) (2 ) (3 ) / (4 ) / / (5 )
324 9. / (1 ) / (2 ) / / (3 ) / / / 10. (1 ) (2 ) (3 ) ( ) (4 ) 11. 12. 1 3,,,
325 : 100,,, 1., ;, 2. ( ) (1 ) 80 %, 50%, 10%, 10%, (2 ) 80%, 10%, 10%,, (3 ) 50%, 50%, 30%, 20 %,, 1. 2.
326, 1:
327 1 : :,, 3., 2 2 :, 4.,,, 5.,, 3
328 3 : : 1., 100, 4 4 > 120 > 115 > 110 > 105 > 100 > 95 < 125 < 120 < 115 < 110 < 105 < 100 180% 160 % 140% 120 % 100 % 80% > 90 > 85 > 80 > 70 > 60 < 95 < 90 < 85 < 80 < 70 60 60% 40 % 20% 0 % - 50 % - 100 % :,, 125, : 3 80,, 3 70,
329 2. ( 100 150 ) 5 5 ( : ) 3000 9000 2000 6000 1000 3000 800 2400 500 500 1200 3600