Download - cyber.runingplus.netcyber.runingplus.net/data/board/540189515a32c77b... · Web view사람에게 수명주기가 있듯이 모든 사물에도 수명주기가 적용된다. 수명주기에서도

1. .

1.

2.

3.

(1. .)

(1. .)

( ! Convergence Magic- 1 -)



1.

. , . . .

1) 4 . .

2)

: , , , IMF

(, )

: 2008 ,

: 20

3)

BRICs (Brazil) (Russia) (India) (China)

MAVINS (Mexico) (Australia) (Vietnam)

(Indonesia) (Nigeria) (South Africa)

4) : , , , , ,

5) Next social revolution

. . 2000 2019 , 65 14 % .

1.

? ? .

1)

1950 1 GDP I960 . 1970 1980 , 86 , 88 . 1990 IMF .

2)

(1) . ?

:

-

. 3% .

.

, .

.

(2)

: .

.

: () . . . . . (individual)' () . .

(3)

* 7

1)

2)

3)

4)

5)

6)

7)

]

:

, , , , , , , . .

(4)

, . . , .

, . .

3)

. ( ) . . . . . . , .

. . . , km , :

(Lester Thurow) 2005 .

2.

1)

: .

CD-ROM . CD-ROM (myopia) (cognitive blindness) .

: (product itself) .

(problem solution) . , . , .

2) AOL TimeWarner

AOL . M&A AOL . AOL(America On Line) . , , CNN, TV HBO, , , . 1/4 . AOL . . ,

(mass),

, 100% .

3)

2. .

1.

2.

(2. .)

(2. .)

3.




1.

TV (convergence) . , (convergence) , , .

. IT BT(Bio Technology) , IT CT(Culture Technology) . .

(, ), (, ), (, ), (, ), (, ). . , .

. . , '' . (convergence) . () . , , . .

2004 , 5 : (, ), (, ), (, ), (, ), (, ) 5.

1.

1)

(1) : + (, , , , )

(2) : + (, , , , )

(3) : + (, , ) (mailing)

(4) : + (, , , )

(5) : + ( , , , )

(6) : + ( , , , ,

, , , )

(7) : + (, , )

(8) : + (, )

(9) : +

(10) : , + ( , , , )

2)

2009 , , , , .

3)

(,Consilience) . , . , . MIT , , (ETC : Entertainment Technology Center) SOS .

4)

. ? . PD . .

1)

(1) .

NO. , . . . (convergence)) , , , .

(2) M&A .

NO. M&A . , . , () .

2)

, (value chain) . . 2009 , , , .

3) ?

. , , .

4)

(convergence)

(1) .

: . (device)

(media) . , , . . . MP3 , PC .

IBM 80-90 IBM

(computer maker) (solution provider) .

: IT .

IT IT .

(2) .

. .

-

(3) .

1: , , .

2:

,.

3:

.

3. .

1.

2.

3. )

(3. .)

(3. .)




. . , . , . , . , , .

1)

(Coca-Cola) ' ' , . 10 , 470 .

10 470

. .

-

, , , .

. 1998 , 2001 . 2005 .

2) GE

1, 2

. GE . 10% .

1,2 .

- GE

3) Marketing Myopia

, . .

.

.

.

.

.

.

.

.

.

.

R&D .

.

4)

(tunnel vision) (radar screen vision) .

-

1.

, ,

. . , (Stewart Wells) . .

. , , .

.

.

- Stuart Wells

AT&T ? . .

. , , .

? (Google). . .

1) AOL

AOL . , . , . , , , . .

-

.

AOL ISP(Internet Service Provider) & .

2) IBM

IBM . , EDS .

-

. , . . . . .

2. ()

(competing) '''' com petere competere . ' (competent)' '(competency)' . .

() , , , , , . , ===== . .

- C.K

()

, , , , . .

. , .

, . . , .

4. .

1.

2.

3.

(4. .)

(4. .)




1.

1)

, , (mass production) . / (mass distribution) , /// (mass communication) . , . , , 3 . .

2)

(1) (MASS)

(MASS PRODUCTION)

(MASS DISTRIBUTION)

(MASS COMMUNICATION)

(2)

( ) :

: MASS , ,

:

(3)

: MASS , , (Accounting) (Capital)

: : : ()

1.

1) (production era)

, . (scientific management) .

^ (scientific management)

Adam Smith :

F.W.Taylor(1856~1915)

F.B.Gilbreth

H.Ford

2) (sales era)

: (, ), /

(technology)

/ (SALES)

3) (marketing era)

. (structure) (value) . , . , (market) , . .

4)

1. after production , before production.

2. push, pull.

3. , .

(1)

PRODUCTION

SALES

MARKETING

-

Machine

/

/

Money

(VALUE)

Man

(2)

()

AFTER PRODUCTION

BEFORE PRODUCTION

PUSH

PULL

DOING

BEING

2.

1)

: Everywhere, ,

:

: anybody, any time, anywhere

:

2) (Power Shift)

(1)

:

. .

: .

, .

: .

. , , , . . . , . .

- : . , . , . .

(2)

: (, , )

: 2003 17~39 1,600

: , ,

(Participation) (Passion) (Potential Power) (Paradigm shifter)

P : (challenge), (human network), (individual),

(experience), (fun/feel)

: P ,

.

3) () . , , . ' ( Smart Mob)' . 1988 , everywhere , .

, . .

, . () , .

() . , () .

4)

Old

New

()

( )

( )

5. .

1.

2.

(5. .)

(5. .)

3. .




1.

1)

. , . , .

, , . , - (gap) - , , , , , . , (segmentation) .

2) STP

Segmentation

Targeting

Positioning

3)

Mass marketSegmentedIndividualized

marketmarket

. . , .

/ , , , ,

.

(segmentation) , : , ,

. ? .

4)

Old

New

market-place

not only market-place, but market-space

&

anytime, anywhere

(cluster)

= (anybody)

2.

1) (value chain)?

/ , ,

2)

. . , (media)

(1)

(2)

: 5 ,

, ? .

& :

. . .

: ,

.

(3)

? .

, . ,

.

-

3. .

1) - KOGI

KOGI

KOGI 6

KOGI

2) SNS(Social Network Service)

1 , 1 ,

,

: , , , : KOGI// , ( ),

3) (nomad)

,

:

5 , , , , . , .

4)

/ , , .

.

, . .

-

6 .

1. .

2. .

3. .

(6. .)

(6. .)




1. .

1) .

. / . , .

. . , () () . .

2)

( ), , (convergence) ( ) . , , .

3) .

. :

- Phillip Evans & Thomas S. Wurster

2. .

, . .

1) TGIF

- Me Too TGIF(Twitter, Google, iPhone, facebook)

- .

?

?

(company think)

(customer think)

- . . ' ' .

1. , .

2. (I am a market) .

3. () .

, .

2)

?

?

?

, (skunk works)

3. .

1)

, . . . . , , , , .

-

2)

(associating)

(questioning)

(experimenting)

(networking)

(observing)

3)

, .

.

.

.

.

.

.

.

.

.

.

.

R&D .

.

.

7. .

1.

2.

(7. .)

(7. .)

3. .




1.

1) ?

? .

. . , . , . .

/ . - , , , .

.

() () , - .

(AS) . , , , , , .

2) (tangible product)

: , , , ,

: .

3) (augmented product)

: , , , ,

, , , ,

4) (core product)

.

(1)

. . , . (Starbucks experience)' . :

-

(2)

. .

. , . . . .

1.

1) (PRODUCT)

efficiency

quality

STP

.

/

.

.

2)

. . . .

,

. .

. , .

.

, , . . .

- . .

-

3) . , .

1.

2.

3.

* : /( )

+ + +

+ (, )

. , .

2. .

1) FC

. , FC . , .

2) IBM

90 IBM . , PC (convergence) . maker' solution provider' .

3)

. , . , .

4)

D, 20% , . , .

5)

(platform)' . CPU, , . . PC , . 2003 :

-

6)

. . , , (solution provider) .

( ) , . (RISA) .

-

' 3 (three levels of product)' , 3 (core product), (tangible product), (augmented product).

7)

product maker & seller

solution provider

()

company think

customer think

8) -

value added

value converged

(interaction)

8. .

1.

2.

(8. .)

(8. .)

3. .




1.

1)

, (novelty), (control), (speed) , . (underlying product) , , .

(1) (novelty) :

(2) (control) :

(3) (speed) :

3 (convergence), (interaction), (fitting). (segmentation) STP .

1.

1)

.

.

, .

.

.

.

.

.

2) -

.

.

. . .

1. .

2. .

3. .

2. .

1)

(container) (contents) . , :

, : , , .

2) &

. , , , , , . , , . . , , , , 5 .

Before

After

/

, ,

9. .

1.

2. (fun & feel)

(9. .)

(9. .)

3. (story-telling)




1.

1)

, , , ,

: , KT&G , /

2) =

? : (AI : Activity, Interest, Opinion)

(shared value)

(1)

(2)

.( )

.

.

.(genius bar)

(no counter)

(3) 3

(4) :

(5) :

.

(6)

(7) :

1. (fun & feel)

1)

- (homo ludens, )'

, .

2)

+ (fun)

.

.

3) Jukari fit-to-fly

: DNA .

. .

: .

.

.

4)

. , . , . . .

. . , , .

5) (experiential marketing)

(sense), (feel), (think), (action), (relation) 5

.

2. (story-telling)

1) .

: , ,

,

:

. . . . .

2) (storytelling feature)

(storytelling feature) .

:

-

3)

. , , , . KOREA .

. , . , .

4)

. . . , , .

5) .

(convergence) . (brand story) .

6)

(myth). , , . .

. . . ?

. . (aura) .

7)

(NIKE) , .

8)

. , .

P&G (Dove) real beauty' . . . .

9)

(Bur_j Al Arab)

Palm Island

The world

10. .

1. ?

2.

(10. .)

(10. .)

3. (CRM)




1. ?

1) ?

, .

2)

3)

(leverage effect)

.

* .

* .

* .

2.

1)

2001 . 2004 , TV, , , 2007 . , , I . 10 2.0 .

2) :

, . , :

- D.F.

, (leverage effect) .

(1) Medtronic virtual office visit , . , , .

: , , , , , ,

(3)

, , , , TV, , G

, , , , . :

-

(4)

, , , , , , .

(5)

, .

3. (CRM)

1) CRM Customer Relations Management

: ,

, ,

DB marketing, Individual One-to-One marketing

CRM ,,

, , .

(CRM)

1. 1:1 .

2. .

3. SNS .

2) CRM

1 1,000 .

6

. :

.

. :

.

CS

CRM

,

- SNS .

^ SNS(Social Network Service)

() ()

, 1 , 1

11. .

1. .

2.

(11. .)

(11. .)

3.




1. .

1) . -

, ?

: , ,

. .

.

-

1. .

2. .

3. .

. . . .

2) .

. 10 . .

, . . . . ? .

-

3) .

. . . .

.

-

4) ,

(Imagineer = imagine + engineer)

: , , , ,

, . , (imagineer : imagination +engineer), .

(qualitative research) : (FGI : Focus Group Interview), (In-depth Interview),

1.

1) (Carl. G. Jung)

(collective unconscious) . , , , . , .

, . . . , (proto-type) // .

2) vs

(needs) (wants) . , . / (collective unconsciousness) .

(1)

70 . . . 80 . . . ,

.

, 1 . ? . .

(2)

10 . (needs & wants) . , . SK (011), (017), (018) . . , KTF(016), LG(019) , .

. . .

3) /

vs

vs

vs

vs

vs

vs

2.

.

, , . , . , . .

1) !

.

Push pull .

2) !

+ =

, , :

:

-

3) !

(qualitative research) .(read between the lines)

(quantitative research) .

. . .

, . , . . . :

12. .

1. 2.0

2.

(12. .)

(12. .)

3.




1. 2.0

1) / (object) . / (alliance) . (prosumer)' .

, . .

. , , .

1.0 2.0 , , , 1.0 2.0 .

2.0 , , 2.0

2)

(1)

Web 1.0

Web 2.0

=

(portal)

(platform)

- (Long-tail) :

20/80 . 20% 80% .

(2)

Web 1.0

Web 2.0

(Wikipedia)

(3)

2.

1) .

. , . (co-creating) . .

. , .

. :

, (wiki-nomics).

-

(1) : DIY(Do It Yourself)

(2)

(3) : (Page Rank)

-

,

(4) facebook

(5) K

(6)

, , , , , . . , :

-

3.

1)

1.0

,

(NASA)

2.0

( )

3.0

, ,

P&G

2) : (Ad Sense)

,

14. .

1.

2.

(13. .)

(13. .)

3.




1.

1)

. . . . , . , .

1 . . . . . 2.0 .

, .

2)

. (community) . , . SNS ?

. . . . 1 . , (We the Media) .

, , , .

. . . 2 . .

, , 3 . .

-

(blogger) . . . . . ?

. . . .

. , , , CF .

3)

(1) .

, , , .

(2) .

, , , , . , , , , .

2.

1) .

(innovation) . .

, , . . :

-

.

. , .

,

2) .

. , .

3) .

4P . 4P (Product) , (Price) , (Place) , (Promotion) . , . ...

(maven), (earlyadopter) ,

:

-

4) 1.0 vs 2.0

3.

1) .

. . . (CokePlay.com) . . .

. . .

2) .

. . , .

. . . .

3)

^

1) . ( )

2) . ()

3) . ( )

4) . ()

5) . ()

6) . ()

7) . ( )

8) . ()

9) . ()

10) . ()

. , , , (blog) weB + LOG .

1. .

2. .

3. .

14. .

1.

2. 1:1

3.

(14. .)

(14. .)




1.

. . . . DB , . (fitting) DB .

, . , , .

1) STP

2) (holistic marketing)

holos , (whole), (health), (healing), (holy) .

(touch point) . (touch) PR, IT . .

2. 1:1

1) vs . 10-20 , . , , . . . . . , . . , . . . . , (integration) .

(IT) . , . , .

2) 1:1

DB

SNS

Diesel cam

3.

1) - UPS

. . . . :

, , .

-

. , . .

. .

2) (personalized medicine)

3)

PB .

-

4)

.

.

.

5)

(Vertical Plus)' .

6)

, , . , . , .

7)

(r'Ch)

. TV . , . (rich) (reach) . . .

? . . ? . . (reach) (rich) . .

, .

RFM , R Recency ? F Frequency ? M Monetary ? .

15. , .

1.

2. .

(15. , .)

(15. , .)

3. .




1.

1) PROMOTION MIX

(advertising) ,

P. R.(Public Relations) :

S. P.(Sales Promotion) : ,

(personal selling) :

, PR, SP, (personal selling) 4 .

^ IMC(Integrated Marketing Communication)

2)

. , , , , / (mass communication) . (face-to-face communition) . , , .

, . , 80 90 . , 70-80 , 80 . 94 1 . , . 80 90 , .

, IMF 2000 ,

. .

, , , .

3)

(1)

/

(2)

, . . :

-

2. .

1) .

TV, , , , ,

+

, , SNS,

(GPR, CPP)

, . . , CRM .

, :

-

2) .

TV . , , (advergame) .

-

3) Branded Entertainment

,

(media) . TV, , , , SNS .

, . . , (container) (contents) , .

. , , . / .

- .

3. .

1) .

(1) Exider

2002 Exider' . . , , . . . , , , , , , , . , , , () . .

(2) Haier

Exider

, ,

2) .

'' , .

-

3) .

. ., . . (factor) . , .

. . , . . . . .

. ,

. (news value) . (waterfall effect) .

(Branded Entertainment) .

13. .

1. ?

2.

(16. .)

(16. .)

3.




1. ?

1)

. , .

18 , . :

-

3 (sign), (simplifier), (identifier).

2)

SIGN , ,

SIMPLIFIER

IDENTIFIER B.I

(1)

. . . :

- Larry Light

(2)

:

>

M&A , ,

3)

Old

New

- (

-

)

brand concept & image

-

(definition of the product)

- Brand ^ Product ( ^)

, . . CI . CI , . . , , , , . , .

-

2.

1) (Brand Acquisition)

B.I. , , , , , . . . .

. .

2) (brand fortification)

: , ,

, ,

, , : Brand Index Survey

long-run brand

3) (Brand Extention)

60, 70 , 80 (brand acquisition) 90 (brand extension)

,

(elasticity) :

- John Loden

. .

, . . , (image transfer) .

, (proximity) (similarity) , , .

3.

1) 1 & 2 , , , , , , . , . , . .

. :

- P.B.Evans & T.S.Wurster

, . . , . . , .

N .

-

2) 3

3 , , . , . . . , inside-out outside-in , . . .

, (Brand Extention).

. .

- &

17. .

1.

2.

(17. .)

(17. .)

3. .




1.

1)

- : , simple

. :

-

2)

one page proposal . . . :

- one page proposal

. .

one page proposal , , , . .

, .

2.

1) GE

1980 (GE) ( GE) . . . GE , , . . .

.

.

, . (design) 'de' ' , ' , sein ', ' . .

2) (jam study)

.

-

3)

: . -. .

: .

.

. . , .

, .

. . .

-

4) (Flip)

30

, (jam study).

4

, .

, .

, .

, .

3. .

1)

. . (simplifier), . , simple & easy .

.

8 (database) 3 : . . , . , . . google' .

2) (Avis)

(Avis) No.2 . 70 (Hertz) 1, 2 . 2 = . , (mind share) .

. () . No.2 .

No.2 . We are No.2. So we try harder." , (positioning) .

3) seven-up

.

4) In a word

:

:

:

:

1,000

(magical and revolutionary)

5)

IBM 20 . IBM . . .

-

6)

3

, .

, . .

.

.

.

, .

4

- 1.

- 2.

- 3.

- 4.

.

18. .

1. .

2. .

(18. .)

(18. .)

3. .




1. .

1)

1960~70 2 , 2 . 70 . .

d

New

-

() / TQC

BPR

2) (groupthink) !

(Groupthink) , .

1972 (Irving Janis) '' , .

, . , . , , , .

(1) F. ? .

F. . . .

1961 1500 . , .

, . 100 . 5000 .

. , . . . , . . . . .

NASA

1986 NASA . 24 NASA , . NASA (-ring) .

*

1) .

2) .

3) (skunk work) .

4) .

5) (them and us)' .

6) .

7) .

8) .

3) .

. . , ! , . 4 ? . ? . . . . . . . . .

. . . . .

-

.

4) .

(1) ( )

. . . , . . . . .

(2) ()

, , , 16,000 .

- 1994

. . . . .

-

. .

-

2. .

1) .

(James Stockdale) 65 73 .

, , , , , .

. , . 73, .

1972 , (group think). , NASA .

2) 3 :

:simple/easyfunny

: ./.

: .

3) .

- :

4) .

, .

.

. CEO . .

. , .

.

. .

. GE 20 . , .

, .

.

- .

1. , .

2. .

3. .

5) .

4,000km 10 . 400km , - . .

. . 12-13 . , . , .

. , .

6)

7) . ..

1. .

2. .

3. simple & easy & funny' .

3. .

1) COMPAQ vs DELL

COMPAQ Tandem( ) DEC 6 IBM . .

(Michael Dell). .

COMPAQ 2001 COMPAQ PC .

DELL . DELL , , .

2) 4E

(Evergy) .

(Energize)

.

(Edge) ,

. .

(Execute) .

4E , Energy(), Energize(), Edge(), Execution() .

3)

! . ! .

^ ?

?

3 . ?

?

?

1 ?

/// ?

3 ?

?

, ?

?

?