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2. 2 3. 3 4. 4 5. 5 6. 1996 - 1998 - ( ) 2001 - ( 5)- KBS (KBS )2002- EBS - EBS , (TF1)2003- , - TF1 2004- Eastern TV - 2 2005- , , , - 2006- - KBS 2007- (EBS)- 2008 2008 - 2008 - 2008 2010 2009NHN- 6 7. 1965 11 5 ( ) () () 2008 2007 2009~ 2008 7 8. 8 9. 9 10. ? ? 10 11. 100 120 3700 2010 11 12. 12 13. Forters Five-Force Model 1. - - - - 2. - - - - - 13 14. Forters Five-Force Model 3. - 4. - 5. - - 14 15. Strength1. .2. 3. 4. 5. 15 16. Weaknesses1. , .2. .3. .4. .16 17. Opportunities1. .2. .3. , .4. . 17 18. Threats1. (, ) .2. .3. OSMU .4. 18 19. SO 1. .2. .3. .(ex , )4. .( )19 20. WO 1. , , .2. , .3. R&D( ) . 20 21. ST 1. .2. .3. .21 22. WT 1. .2. .3. OSMU . 22 23. Product ()1. .2. .3. .4. .5. . 23 24. Price ()1. . 200 .2. . . 24 25. Place ()1. .2. .3. 2000 (one source multi-ues ) .4. , . 25 26. Promotion ( )1. , , , .2. .3. .26 27. Segmentation ()1. / / / 2. . .27 28. Targeting ( )1. / / Niche Marketing .2. , , , , . 28 29. Postioning ( )1. .2. , () . (Needs) . 29 30. 30 31. 1. 1. - , 2. 3. 2. 1. 1998 ( ) (NHK ) 2. 2002 , , , 3. 2002 () 31 32. 1. 1. . 2. , .2. 1. . 32 33. 110 , . , , TF1 33 34. 34 35. , , 117 , 50 35 36. 105 > < 10 8 6 4 () 2 0 36 37. (OSMU) 314800 266 150192819752003 37 38. ( )38 39. 39 40. 40 41. , . . , . ( ) , . 41 42. 3 42 43. 2~7 43 44. () ( ) ( )44 45. 45 46. ( ) 2006 46 47. 3 , . . 47 48. 3 =5 . . (adoption)-(wear-out) , .48 49. 3 . . (scarcity principle) . 49 50. , . , . , , .50 51. 51