마케팅원론-정관장 업로드
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[마케팅원론]
정관장
목 차
1. 주제선정이유32. 기업소개 (한국인삼공사 & 정관장)4~73. 환경분석 1) 시장환경 분석8~10 2) swot분석11~13 3) 경쟁사분석13~164. STP 전략17~185. 4P전략18~266. 성공요인분석277. 확인된 문제점 및 해결방안28~318. 결론329. 참고자료32
1. 주제선정이유
고령화와 웰빙 열풍이 맞물린 현재, 보다 건강한 삶을 위해 건강 제품에 대한 사람들의 관심이 높아지게 되었다. 특히 작년에 신종 인플루엔자에 대한 공포감이 확산되면서 면역력 강화와 관련된 건강식품들이 인기인데, 그 중 사포닌이 첨유된 홍삼제품이 독보적인 입지를 다지는 계기가 되었다. 또한 건강기능식품 중에서도 품목별 매출부문에서 ‘홍삼’이 부동의 1위 자리를 고수하고 있으며, 홍삼은 전년(2009년)대비 약 16.2%의 성장을 보였다. 홍삼처럼 검증된 전통의 건강식품이 없고, 기술 발달로 생산이 늘면서 빠르게 ...
[마케팅원론]
정관장
목 차
1. 주제선정이유················································
3
2. 기업소개 (한국인삼공사 & 정관장)··················
4~7
3. 환경분석
1) 시장환경 분석·············································
8~10
2) swot분석···················································
11~13
3) 경쟁사분석·················································
13~16
4. STP 전략······················································
17~18
5. 4P전략·························································
18~26
6. 성공요인분석················································
27
7. 확인된 문제점 및 해결방안····························
28~31
8. 결론····················································…(생략)
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