¥°. LG WHISENÀÇ °³°ü , 1. INTRODUCTION TO WHISEN , 1) Who is WHISEN?, 2) LG ¿¡¾îÄÁ ÈÖ¼¾, ¼¼°è ½ÃÀå¿¡¼ÀÇ À§»ó, 3) ÇâÈÄ °èȹ, 2. WHISENÀÇ ±â¾÷ ±¸Á¶, 1) ÇؿܹýÀÎÀÇ ¼³¸³ ¹è°æ°ú ÇöȲ, 2) LGETAÀÇ ¼³¸³ ¹è°æ, 3) LGETAÀÇ ÇÕÀÚ Á¶°Ç, 4) ÇöÀç LGETAÀÇ Áß±¹ ³» Business Portfolio Àü·«, 3. LGÀÇ Ãʱ⠽ÇÆпäÀÎ, 1) LG ºê·£µå¿¡ ´ëÇÑ °ú½Å , 2) ÇöÁö ÀÌÇØÀÇ ºÎÁ·, , ¥±. ȯ°æºÐ¼® , 1. ¿ÜºÎȯ°æ ºÐ¼®, 1) »çȸ¹®ÈÀû ¿äÀÎ , 2) Áö¸®Àû ¿äÀÎ , 3) Á¤Ä¡Àû ¿äÀÎ, 4) °æÁ¦Àû ¿äÀÎ, 5) °æÀïÀÚ¿äÀÎ, 2. ³»ºÎȯ°æ ºÐ¼®, 1) Human Relationship Ãø¸é, 2) R & DÀû Ãø¸é, 3) ¸¶ÄÉÆÃÀû Ãø¸é, 4) À繫Àû Ãø¸é, 5) Cross-Functional Relationship Ãø¸é, 6) ±¸Á¶Àû Ãø¸é, , ¥². SWOT ºÐ¼® , 1. STRENGTH, 1) LeaderÀÇ Á¶±â ¹®Á¦ ÀÎ½Ä ´É·Â, 2) ½ÃÀå Á¶»ç ´É·Â , 3) ±â¾÷ ¹®È, 4) ¸ðȸ»çÀÇ ±â¼ú·Â, 2. WEAKNESS, 1) °æ¿µ ´É·ÂÀÇ ºÎÀç, 2) ±â¼ú ´É·ÂÀÇ ºÎÀç, 3. OPPORTUNITY, 1) ½ÃÀåÀÇ Áö¼ÓÀû ¼ºÀå, 2) ºñ¿ë Àý°¨ È¿°ú, 3) °æÁ¦ ºÎÈïÀ» À§ÇÑ ¹üÁ¤ºÎÀû Áö¿ø , 4. THREAT, 1) Ä¡¿ÇÑ °æÀï »óȲ, 2) »çȸ °£Á¢ ÀÚº»ÀÇ ¹Ìºñ, 3) Áß±¹ ÀÚ±¹¹ÎÀÇ ÀúÇ×, 4) °Å·¡ °ü°èÀÇ ºÒ¸íÈ®¼º, , ¥³. LGÀÇ Áß±¹½ÃÀå ÁøÃâÀü·« , 1. ³óÃÌÆ÷À§¼º½Ã(ÒÜõ½øÐêÌà÷ã¼) Àü·« , 2. ÇöÁöÈ(Localization) Àü·«, , ¥´. STP ºÐ¼® , 1. ½ÃÀå ¼¼ºÐÈ (Segmentation), 2. ½ÃÀå Ç¥ÀûÈ (Targeting), 3. ½ÃÀå À§Ä¡È (Positioning), 1) Ãʱâ Æ÷Áö¼Å´×ÀÇ ÀüÁ¦ ; ÇöÁöÈ, 2) Á¦Ç° Æ÷Áö¼Å´×, , ¥µ. 4P ºÐ¼® , 1. PRRODUCT, 1) ÇöÁöȯ°æ¿¡ ´ëÀÀÇÏ´Â Á¦Ç°Àü·«, 2) ½ÃÀåÈ®´ë¸¦ À§ÇÑ Àü·«, 3) ½ÃÀ庸¿Ï Àü·«, 2. PRICE, 1) Àç·áºÎ¹®ÀÇ Çõ½ÅÈ°µ¿, 2) ±¸¸Å ±â´É °³¼±, 3) ¼±¼ö±Ý °Å·¡¹æ½ÄÀÇ µµÀÔ¡¡, 3. PLACE, 1) À¯Åë¸Á °³Ã´, 2) À¯Åë¸Á °ü¸® ¹× È®´ë, 4. PROMOTION , 1) ¼ÒºñÀÚ ´ë»óÀÇ Promotion, 2) À¯Åë¸Á ´ë»óÀÇ Promotion, 3) ±¤°í, , VII. ¹®Á¦Á¡ ºÐ¼® ¹× °³¼± Àü·« , 1. ¹®Á¦Á¡ ºÐ¼®, 2. IMC(Integrated Marketing Communication)Ãø¸é¿¡¼ÀÇ Àü·«, 1) Promotion ³»ºÎÀÇ ÅëÇÕ ¸¶ÄÉÆÃ, 2) 4P Àü·«°£ ÅëÇÕ ¸¶ÄÉÆÃ, , VIII. °á·Ð , , , FileSize : 1846K
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