1

2016

2

3

4

5

6

7

8

9

10

AZ126A=1B=2...Z=26

A B C D E F G H I J K L M

1 2 3 4 5 6 7 8 9 10 11 12 13

N O P Q R S T U V W X Y Z

14 15 16 17 18 19 20 21 22 23 24 25 26

11

Knowledge96

11+14+15+23+12+5+4+7+5=

Hardwork98

8+1+18+4+23+15+18+11=

Attitude

1+20+20+9+20+21+4+5=

12

13

14

15

16

17

.3:13~14

11:1

18

19

1

204:18

86

21

2

22

23

24

30

25

3

26

27

28

29

1

2

3

30

31

32

33

34

330

353:16

36

37

38

39

40

ServiceServitium

42

Kotler2002

43

1

44

452:29

46

Regan1963

1Intangibility2Inseparability3Perishability4Heterogeneity

47

48

4913 2015.52:53

50

51

52

1

2

3

53

4

5

6

54 2014.62:06

55

F.A.T.B.

F.A.T.B.

Feature

Advantage

56

F.A.T.B.

F.A.T.B.

Target

Benefit

57

58

59

F.A.T.B. TF.A.B.

3

60

54newvision@gmail.com