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소비자행동론,대한항공 사례분석,CBBE모델,브랜드이미지(Brand image)
소비자행동론 CBBE모델을 통한 대한항공 사례분석목 차 제 1 장 서 론1. 왜 CBBE모델인가?2. CBBE모델 연구현황제 2 장 본 론1. CBBE모델이란?1) CBBE모델의 정의2) CBBE모델의 구성요소(1) 브랜드 현저성(Brand salience)(2) 브랜드 성과(Brand performance)와 브랜드이미지(Brand image)(3) 고객판단(Consumer judgements)과 고
11페이지 | 2,000원 | 2014.02.26
Brand consolidation including improted carsüCharacteristicsVWHybrid ModelHonda4S ShopsToyotaConsolidated modelWide distribution channel coverage, Strong A/S (maintained VW’s brand image)Slowly cancelling Dealer shops and implementing more 4S ShopsStrong pressure due to high investment requirements in some small citiesAbilities of the dealers are not that great (in terms of profitab
19페이지 | 1,800원 | 2010.07.23
channelsAssessmentEffectsImpact and Decision makingImpact RevenueDecisionBrand ImagePull OutRemainKey DriversQuantificationCurrent ProcessCase-by-CaseInefficientSluggishCorporate StrategyFast GrowthMisfit between method and strategyAgendaSystematic Approach Application to Past SituationsEvaluation of Ipanema storeAnalysis of Past IncidentsQ&ABuilding a systematic approach
61페이지 | 2,800원 | 2004.08.28
channel network LowDistribution Channel NetworkLow satisfaction levelLowCapacitySimilar to competitorsMediumPrice LevelDiversified design and colorHighDesign / ColorDealers’ satisfaction for qualityHighPerformance Weak brand position LowBrand Image‘Samsung’ halo-effectHighBrand ReputationMain FactorsCompetitive powerItemsSWOTStrength & Weakness(중고차시장 Deal
42페이지 | 1,800원 | 2004.07.02