1.

2. Traditional Business Models New Business Models Production Mass Personalized Distribution Middleman Direct Communications Chained Networked Closed Open Finance Slow Faster Difficult Easier Markets Local Global Bounded Unbounded Assets Tangible Intangible Physical Virtual 3. . . . 4. 5. Attention Interest Desire Memory Action Suspect Prospect Customer Client Cross sell Up sell Advocate Trial Repeat Loyal Relationship 6. Product Place Price Promotion 4P Customer Value Convenience Costto theCustomer Communication 4C 4P 7.

• • DM

• • • 1,000 *10

• • • 1,000 *1

• • • ,

8. 9. (Brand)?

• • (Brandr)/

• • , , ,

• • ,

10. Brand Equity Brand Loyalty Brand Awareness Perceived Quality Brand Association 11. (1)

• 80

• • 88

• • David Aaker Managing Brand Equity

• IMF

• • :( ) 297

• • : 660

12. (2)

• • 838

• • : (142 ), (124 ), (111 )

• • : 10

13. (1)

• • vs.

• • • : 1.00

• • • : 2.63

• • • : 3.76

• • • : 8.89

14. (2)

• • ( )

• • vs

15.

• 1991

• • 8 34

• • PC (6%)

• • IBM, (1994 )

• 90% , 80%

• • PC 10%( )

16.

• • 1925 ( )

• • 1950

• • ( )

• • 50

17.

• • 75% -> 25% (80 )

• • :

• HOG (Harley Owners Group)

• • CEO,

• • 45 , 1,000 ,

• • -> ( , )

18. VAIO ()

• PC

• • 1967 , 1983 , 1989

• VAIO

• • ( )

19. ( )

• 90

• • 70%,10%

• ,

• • 94 500 , 10

• • , ,24

• • 95 8

20. ( )

21. ( )

• niche

• • 30

22. ( )

• Re-Positioning

23. ( ) 24. 25. Time CEO 26. CEO CEO = Customer - CentricCompany CEO 27. 1-1.CEO

• CEO

• • ,

• • ->

• • :

28.

• e-CEO

• • Idea :

• • Speed :

• • Presentation : PT

• • Partnership : ,

• • Pararoid :

2-1.CEO = 29. [ Digital Guy ] - valuation - - - - 2 / - -3 / - - - Speech - - Fluent English - - - -: Forgot - / / - 30. 1-2.

• • 3 7

• • 5~8%

• • ...

• • PR (MPR)

31. 2-2.

• • / people

32. south west [ vs. ] Relative cost position Nonprice buyer value delivered High High Low Low Productivity Frontier 33. 1-3.

• P&G

• • 1956 , 70

• • P&G : 3C

• • (90 ), (67 ), (43 )

• ,

34. 2-3.

• • Amazon.com vs e-toys

35. [ Biz model :]

• • (5,000 )

• • +++

36. 1-4.

• • Products are what a company make, what a customer buys is brand

• • 10 TV

• • :500

• • www.saturncars.com

37. 2-4.

• DB

• • DB

• • : , ,

• • Peapod

• next sale

• • cross sell, up sell

• • /

• • Personalization :( )

38. 1-5.

• • : (84 ) 4.7

• • =

39. 2-5.Customer Centric Com.

• • /...

• • ->

• • all or nothing

40. 41. Targeting Positioning Contents Community Backup System Navigation Access / / Repeat /up Planning Site / Promotion 42. Virtual Vineyards DB 1-800- Flowers Peapod Amazon.com 40% + 25,000+ , 400 + , One-click - E-mail DB DB ( : ) , - -