網路行銷實務課程
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Transcript of 網路行銷實務課程
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1. 2. 3.()
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(4P+4C) --, B to C PEGASII
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: 1. 2.: 3.: 4.
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1 2 34 :, ,, 5 ; , 6,7 8 B to C 9,10 11,12 PEGASII 13,14 :30, 30, :40
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1.2.3.4.5.
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2-4
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Hanson (2001)
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1-2 4
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1-3 STP
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4P
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1.()(Cisco)(Intel)2.(eBay)(Yahoo!)
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1. 2. 3. 4.
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1. (POP)
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2.(Banner)1%
3.
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4.5.6.e-mailMS Office
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7.(Killer Apps)(gap)(Killer Apps)e-mail8.(Eye-ball)(time)
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9.
10.
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1. 2. 3. 4.
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ACI
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2004ee
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670202(30.01%)20046102004715
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2004
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2004347.2200428,8661.2 2003-2008CAGR=28.7
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20045446 20~2930~3986.1 2004 2004
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1/2 200468%200320 3C3C17%200332004/
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2/2 11.1711.063C10.41 2004/
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26.6%33.21%13.65%
464010
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2004
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5,0001,000~3,00036.391,00029.085,00020% 2004
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2004 54.123.46 2004
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-- 25.9
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74.33e-mail6.714.60.5911.6 2004
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2/2 4948
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60.16%49.77200412%2003200419
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3/3 2004 30%56%8.3%5.7 2004
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1/3 2004 /45.5422.2812.876.44 2004
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2/3 2004 22.341042.5510~3013.8330 2004
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3/3 2004 30.49 22.3421.274.03 2004
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1/4 65
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2/4 2004 2004 200332.536.812004
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3/4 2004 29.1514.08 2004
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4/4 2004 24.12 19.7118.5312.52004
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1/3 B2C 97B2C 2004
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2/3 22.2225.419.9519.0513.8411.8610.5910.03E-mail9.187.63
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3/3 3%B2C35.4629.0920.57 2004
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2004
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:, ,,
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(Dell) .com(Dell)
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(Dell)
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1.2.3.(Segmentation)4.(targeting)5.(position)
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6.(1) 4P(Product)(Price)(Place)(Promotion)(2) 4C(Customer needs and wants)(customer cost)(Convenience)(communication)7.
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1 STP4P4C
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4P4C 1. (product)2. (price)3. (place)4.
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2 4P4C
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4P
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1.2.3.
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1.(Content)2.(Context)3.(Infrastructure)
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1. 2. 3. 4.
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5. 6. 7. 8.
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9. 10. 11.
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1. (1)(2)(3)(4)(5)
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2. 3.
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4. (1)(2)(3)(4)(5)(6)(7)(8)
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5. 6. 7.
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8. 9. 10. 11.
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(Long Tail) (big hits)
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CDCDAmazon80CDCDCD
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1.2. ()3.4.
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(product warranties)
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(package)
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(price)
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9-1
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3
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2. 1.2.3.
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4
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1. 1.(1).(2).()(3).(4).
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2. 3.(1).--(2).--4.
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1.2.
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1.2.3.
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1.2.3.Nokia
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1.(unique value effect) 2.(substitute awareness effect)3.(shared cost effect)4.-(price-quality effect)5.(inventory effect) 6.
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()()
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1.2.(Affiliate Program)7%15%3.4.
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1.2.3.4.5.6.
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()(cost-based pricing)1.(cost-plus pricing) 2.) ()(buyer-based pricing)(perceived-value pricing)()(competition-based pricing)1.(going rate pricing) 2.(sealed-bid pricing)
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1.2.3.4.5.6.(bundling)
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5
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6
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1.2.3.
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()() 1....2.SETSSL99%SSL
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() 1.2.(1).(2).7-ElevenOK(3).(4).(5).NOVA...
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() (a)7
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()(b)8
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()(c)9
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1
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11
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()()
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1.2.3.
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1.2.3.4.5.6.
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7.8.9.10.11.
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() by database
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(Advertising) (Advertising)
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200750200627.4810
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1.2.3.4.
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2
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1.2.3.4.5.6.
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1.(Cost Per Thousand impression, CPM)40200(CPM)200
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2.(Cost Per Click-through, CPC)CPC3.(Click)4.(Flat Fee)5.(Cost Per Sales, CPS)
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1.(Impression)(Hardwired)2.(CPM, Cost Per Mille)(impression)3.(Click)(click)
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4.(Conversion)(1).(CTR, Click Through Rate)(Click)(2).(LBR, Look-to-Buy Rate) (CTR) (LBR) CTR=1% , LBR=2% , Conversion Rate0.02%100200
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5. (1).ISP(2).RefleshRefleshIP Address Cookie
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5.(3).(Hit Rate)HitHit (4).(Page Impressions)
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([]
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(Personal Selling) (Personal Selling)
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()
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(1). 0800(2).(3).(4).(5).(CIS)(6).
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(Sales Promotion)
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1.(Coupons)(Premiums)(sampling)2.(Frequent-User Incentive Programs)3.(Contests)(Sweepstakes)4.(Point-of-Purchase Displays, POP)5.(Tie-in Promotion) or 6.(Refund)(Rebate)
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1.2.3.4.5.
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(cost)
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(convenience) 24
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(communication) 3DDM
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,
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()
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()
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Google ()
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()
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()
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5
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()(Click Through)(Click Rate)
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()100100(Ad Impression)(traffic)(Hit)(Click Through)
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()
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()
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()GoogleGoogleearthGoogleYouTube
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()
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()
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(paid listing)(Paid inclusion listing)(Contextual advertising)
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()(paid listing)10101111011101,100100
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()(paid listing)10101111011101,100100
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()(Paid inclusion listing)
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()(Contextual advertising)YahooYahoo
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GoogleYahoo! Google AdWordsGoogle AdWords(CPC) = *
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GoogleYahoo!()GoogleGoogle
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GoogleYahoo!()GoogleGoogleGoogleGoogleYahoo!()()
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GoogleYahoo!()Yahoo!OvertureYahoo!() Google
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GoogleYahoo!()Yahoo!OvertureYahoo!15(15)16(611)6712
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GoogleYahoo!(),GoogleAdwordsYahoo search marketingGoogle2004/02 AdWords Yahoo!2004/10 OvertureYahoo search marketing
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vs
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(Relationship Marketing)=
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(CRM) 80/2080%20%5%85%
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(1980) Call Center & Customer Care (1990) (2000)(Relationship Marketing)=
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1. 2. 3. /4. 5. 6.
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(CRM)(Right Customer)(Right Time)(Right Channel)(Right Offer)
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1
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14-6 (CRM)
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(CRM)1.2.3.4.
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( )I.II.III.IV.V.VI.
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I.
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1/2Ex.Ex.()
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2/2Ex. Ex.MSN()()
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II.WeWin 500 ABCDEF
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II ABC ABCD
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II ABC ABC
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II 5
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III.1()1~2(50100)(5)()()(1~2)
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( )3
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4001002+1.45%6(2)
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IV.DN400(DN)800(DN:300~800)DNSDN>IP1~2DNS72
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Server 10~20/3000~1/
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Linux OS + MySQL (PHP)Windows+MsSQLPHPASP()OS Commercewww.kmd.com.tw ()(2/3)
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(357)357
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V.EzPay($$)
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? (,)
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(1).(2).(3).
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VI.(1/3)--1.()Overture 10(yahooMSNSeedNet) (3~7)Google
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(2/3)2.yahooebaypchome3.
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(3/3)4.1%5.(MSN, YahooSkype)
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!
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1 520 (WWW.520520520.COM.TW)0:7500202500185325000/25000/ 5/ 10/ 800/ 20000/ 10000/ 1000/ 30000/
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52033(2003.08)QEC3()1 7200~300
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2 www.mofawo.idv.tw10000:76505211~2hr/d30000/15hr/d 1~2/ 400/ 10000/ 20000/ 10000/ 10/
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2 21100500(2005)150~300(2002)2005650%6000
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3 Gomapwww.gomap.com.tw2000:38004000 60001/ 4000/ 2000/ 10000/ 5000/ 5000/ 2/**10**
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3 Gomap25Gomap1008000Qhouse(2001Gomap2003Qhouse)410Gomap:80/ Qhouse80/
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3 Gomap QhouseGomap5Qhouse21 2/ Gomap 10 Qhouse 20by ()()
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4 945www.945945.com.tw:70003600/ 270010002 3600/ 1200/ 2000/
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4 94529(2005.1)313~4(6) 20%(1200)6(google)3000
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4 945100~2003~4--76()
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5 888www.888cut.com3000:01200 60022 1200/ 600/ 12000/ 10000/ 15000/
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5 88827 () (2003.11)2000100~200/DM(5000/)
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5 8883503%5%ATM40
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6 www.pkgirl.com25:50005800002 5/5/ 6500/ 800/ () () 8000/ 3/
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6 19(20002003)130002002SM20032004PKGIRL5() 5:3000
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6
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7 www.jessicahouse.com5: 6/6/ 5/ 1250016500/16500/16500/ 5000/ 1250/ 5000/ 5000/ 6000/ 0
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7 25(2001.04)30(4)(5)30~50
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615()
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8 www.goodcity.com.tw2: 01200075000 /30000 /50 0 800/ 0 10*3/
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8 35(2002) 105428000300
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8 ()()email3
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B to C
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97~98
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(20080618)28...... 40(20080607)30...... (20080605)30...... (20080531)3...... T(20080521)...... Q (20080508)13iTeaKUSO...... 690 (20080501)......
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(20080412)10200...... Letoile Patisserie (20080411)Christabelle...... (20080410)40...... 8(20080404)A...... (20080403)201...... (20080318)...... 20(20080317)32Charles815...... 150 (20080310)4011......
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(20080310)9...... (20080304)5...... (20080126)29...... 588(20080114)588...... (20080114)...... 2008 (20080114)(20071218) 33PatrickBrian4lamarche...... DIY(20071217)...... (20071128)...... (20071127)Jacky......
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(20071003)...... (20070921)01...... 3 (20070916)QUEEN&DADDYQ&D...... 30 6 (20070902)...... in(20070814)1100...... 1000(20070809)...... 13600(20070712)...... (20070624)2729......
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(20070507)31700...... 1500(20070505)...... (20070503)...... (20070420)...... MBA 20(20070412)...... (20070303) 10......
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1000
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197037 22AE 33 34OrangeBear
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OrangeBear http://www.orangebear.com.tw/ 412-5 9:00~8:00 800 480 100 30 110 80
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14.3 12 5000 1.8 20033
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----
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---OrangeBearT
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Yahoo! STP Yahoo!26000100022
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(STP)4100155006
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(STP )11000300
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(4C)
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(4C)4
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(4C)
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4p OrangeBear30~40
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320190
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320XL3602L~7L420
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( 4C &4P)
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( 4C &4P)
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() 2
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()
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23%5
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Yahoo! OrangeBear
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1.2.3.4. S.W.O.T. 5. (4P)6.7. 8.9.10.
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1.1.1 1.2
2.2.1. () ()()
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2.2()()() ?? , , ?
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3.()
(B2C7)
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4. S.W.O.T.
()S.W / SWOT
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5. (4P+4C) (,) () () () ? .. ? ? () ?
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..(..)(yahoo..), .()()
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6.
EXCEL B2C95%
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7. EXCEL () (($12000))
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() (Yahoo15) ()
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9. , , . + =
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10.
1.( ), 2. ?
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PEGASIIhttp://ec.ba.fotech.edu.tw/slink01~60