行銷管理學期末報告 - scu.edu.t · pdf file行銷管理學期末報告...
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7-11
94153302
94153330
94153353
93141149
92112018
92122246
1. -------------------------------------------------- P1
2. ------------------------------------------ P2
3. SWOT ----------------------------------- P3
4. PORTER ----------------P6
5. 7-11 ------------------------- P8
6. STP -----------------------P9
7. ------------- P12
8. -- P15
9. ------- P18
10. --------------------------------- P21
11. ------------------------------------------------ P23
12. -------------------------------------------- P24
13. ------------------------ P25
1
76 6 10
228 14 8
7-11 1946 7 11 7-11 24
7-11 67 14 7-11
7-11 69 2
7-11
7 71
7-11 7-11 72 10 24 75 76 78 80 84 88 7-11 89
36 7-11 4 20
7-11 Mr. Jim Keyes
7-11
7- 11
4378
2
SWOT
SWOT
(Strengths)(Weaknesses)(Opportunities)(Threats) SWOT 7-11
(Strengths) (Weaknesses)
(Opportunities) (Threats)
(Strengths)
()
() 7-11 7-11
() 7-11
7 () open7-11
3
()(ex ) 7-11
7-11 7-11 () 7-11
7-11 () 7-11
7-11
(Weaknesses)
() 7-11
7-11
() (ex ) 7-11 i-cash
24 7-11 (Opportunities)
4
()
7-11
24 ()(ex 7-11 )
7-11 () 7-11
7-11 (Threats)
() 7-11 () 7-11 7-11
() 7-11
7-11 7-11 ()(ex.)
7-11
5
7-11
7-11
7-11
PORTER
()
()
()
() ()
() (-)
7-11
6
() (-) 24
()()()()()
() (-)
() (-)
() (-) 24
7
7-11
7-11 1996 12 POS Point
of Sales
7-11 2003 POS
e
7-11
50
PDA
8
STP
i-cash
() 1. 2. 30-50 3. 4.
5.
9
() 1.
2.
3. 4. 7-11
5.
7-11 () 7-11
1.
2.
7-11 7-11
3.
7-11
2
10
4.
5.
()
1. 2. 3. 4. 5.
(a)OK (b)
11
7-11
7-11
7-11 7-11
1 ( 1)
1.
2. 3.
4.
5.
6.
7.
()
()
()
() 7-11
()
7-11 7-11 24
12
1.18 2.18
18 3. CAS 18 4. 7-11 5.
()
() 7-11
1996 7-11 12 POS Point of Sales
()
7-11
()
7-11
7-11
()Season & Occasion
13
7-11
7-11
()
7-11
HELLO
KITTYHELLO KITTY
7-11
14
()
7-11 1.
7-11 7-11 2. 7-11 42.6 41.8()
2005 7-11 77 HELLO KITTY 5 84.26 16 6.78
()
7-11 ()
( 2)7-11
( 2)
1. 7-11
19 39 2.
15
7-11
3. 7-11
()
7-11 1. (a)
7-11 2. (a) 50 70 60 (b) 7-11 (c)7-11 9 5
()
7-11 1. (a)
icash 10 95
(b)7-11
2.
16
(a) 7-11
PAYEASY
7-11 7-11
7-11
19 3 35 20 () 2 35
2007
()
() ()
() () 7-11 () ()
17
7-11
1.
2.
() VMS
() 1. 24
24
2.
3.
4.
ATM
18
5.
6. 4378
7. POS (Point on Sale; ) e POS POS
8. EOS (Electronic Ordering System) EOS
9. GOT
7-11 10.
7-11
7-11 7-11 7-11
7-11
19
GOT
7-11
7-11
20
() 1.
2.
()
1.
77
2.
()
1. (0800-008-711)
2. 30
Simple Life
21
3. OPEN
I-CASH
OPEN I-CASH
4.
22
7-11 7-11
7-11
7-11
7-11 7-11
7-11 7-11
7-11 7-11
23
1.7-11
2.7-11 /
3.7-11 /
4.7-Eleven : 24H/
5./
6. http://www.7-11.com.tw/
7. http://www.epochtimes.com/b5/3/8/4/n353579p.htm
8. http://www.cheers.com.tw/content/004/004170.asp
9. http://www.cheers.com.tw/content/004/004175.asp
10. http://www.ieatpe.org.tw/magazine/169-04.htm
11. http://www.ocit.edu.tw/~it916085/html2.htm#
12.http://www.commonhealth.com.tw/New_Activity/2003year/ecw_article.asp
24
http://www.epochtimes.com/b5/3/8/4/n353579p.htmhttp://www.cheers.com.tw/content/004/004170.asphttp://www.commonhealth.com.tw/New_Activity/2003year/ecw_article.asp
STP
1 8
46
25