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<ul><li> 1. 2008 12 13 Social Enterprise and Nonprofit Management ( )Team Member ( ) (8) ( ) ( ) Social Enterprise and Nonprofit Management 1 </li></ul> <p> 2. , HM , . 1. 2. 3. 4. 1. 2. 3. (SESNET)() WISH HM WISH , , , , SENM , , Social Enterprise and Nonprofit Management 2 3. 1. 2. 3. 4. Segmentation &amp; TargetingValue Proposition 5. 6. Positioning 7. 8. ( ) 9. 10. SWOT 11. 12. 13. 14. 15. 16. 17. 18. 19. [] - () 20. [] - ()HM Social Enterprise and Nonprofit Management 3 4. ? 65 64 1-3 ( ) . . , 08 7 . . ( , ) : 63,818, 92,252 ( ' ') 2007 2 5,176 ~ 2 6,205 2009 4 6,2102010 5 2,643 2011 6352320127182Social Enterprise and Nonprofit Management 4 5. 200812 65 5,016,000 210,762(4.2%) 146,220(69.4%), 46,726 , 60 (2006 1,521 ) 20% , 32% () 2008 31.6%. 1 . 1:1 .[] (: ) 65 20085,016,000 210,762 (4.2%) 146,220 (69.4%)46,72620095,193,000 229,759 (4.4%) 190,436 (:82.9%)53,817 (91.2%) - Social Enterprise and Nonprofit Management 5 6. 2008 124 1657, 6462 . (1,099) (5,363) 20% 80% ( 666 15 50) , (1-3 ) (50-100case vs 10-20case). , (, , ) , , , , , , , , 1 Social Enterprise and Nonprofit Management 6 7. , YWCA , , [] 83670%/ 30% 200 YWCA/30YWCA 7 9 26 , , , , , (, , , , , Social Enterprise and Nonprofit Management 7 8. Segmentation &amp; TargetingSegmentation 65 : (63%), (37%) : (3.6%), (48%), (48.4%) : : , , : : , , , , Targeting 2 Social Enterprise and Nonprofit Management 8 9. Segmentation &amp; TargetingTarget - Customer 1 ( ) 65 (, ) 2 ( ) - Social Enterprise and Nonprofit Management 9 10. Value - Proposition 1. / (Needs) 2) 1) . . [] 1 (:%) [] (60 , :%)- WISH REPORT Social Enterprise and Nonprofit Management 10 11. Value - Proposition 2. Needs( ) 1) () , , .[] - WISH REPORT Social Enterprise and Nonprofit Management 11 12. Value - Proposition 3. 1) , , (08.8.22 ) 83.1%() 74.8% 70.3%(/,) 4. 1) [] (, :%) 2) 1: /2: /3: ()3) . . (WISH REPORT )Social Enterprise and Nonprofit Management 12 13. Value - Proposition5. Needs1) 2) care management care plan , ( ) ( , )3) , : : 6, , , 4) (,) ( ) N=620, (%)5) 37(6.0) 13(4.3) 23(7.7) 1(4.5) ,25(4.0) 9(3.0)15(5.0) 1(4.5) ,4(0.6)1(0.3)2(0.7)1(4.5) 174(28.1) 77(25.7)90(30.2)7(31.8) 310(50.0) 179(59.7) 122(40.9) 9(40.9)17(2.7) 4(1.3)12(4.0) 1(4.5)1 567(91.5) 283(94.3) 264(88.6) 20(90.9)2 53(8.5) 17(5.7)34(11.4) 2(9.1) 620(100)300(100)298(100)22(100) Social Enterprise and Nonprofit Management 13 14. Value - Proposition6. Value-Proposition () 1) Care Management System 3) : , , : / , ,4) , , , , 2) 5) : 1 : 3, (, ) ( ,, 600 ) : 6) ( 120 Call-Center ) Care Plan Social Enterprise and Nonprofit Management 14 15. Positioning 1 ) 2 HM value-prosition 6 benefit/price Social Enterprise and Nonprofit Management 15 16. Positioning To-Be Social Enterprise and Nonprofit Management 16 17. Positioning - 1 - Care Management System HM - -, - -. Service Master Home Manager Hotel .. - Manager Social Enterprise and Nonprofit Management 17 18. 2008 07 01 ( ) 637-2 1 () 8() :2/20() 2045case Social Enterprise and Nonprofit Management 18 19. Social Enterprise and Nonprofit Management 19 20. ( ) 1) - : 70% / : 30% , , , , (2007, ) 2) - , , - , , - , 3 Social Enterprise and Nonprofit Management 20 21. .1) 1 - 7 2) - . - - Social Enterprise and Nonprofit Management 21 22. SWOT (S) (W)1. 1. , (,,)2. 2.(,,)- 3.3( )- 3. , 4. (3)- 4. 1-,, -, - 1. (SO)(WO)-()1. , 1. ,-(,2. )2.3.2. (O) 4. -5.-6.7.1. (ST)(WT)- /1. 1.59( 15),,case, 2.2.-: 8(T) ,,,-: 33. 4. Social Enterprise and Nonprofit Management 22 23. , 1.1 1. - - - - - - 2. -, - 2. - -2 1 *- *, - - 3. 3 - 3. - -, * , , 3:- - Social Enterprise and Nonprofit Management 23 24. 1) () SCOPE SCOPE SCOPE SCOPE SCOPE SCOPE SCOPE PROCESS PROCESS PROCESS //// PROCESS PROCESS () - PROCESS- PROCESS PROCESS() PROCESS / PROCESS Social Enterprise and Nonprofit Management 24 25. 2) ( ) , , , 3) ( : , , , ) 3 Social Enterprise and Nonprofit Management 25 26. 1. 2. .3. . - -:, ,- -:,,- - - --, Social Enterprise and Nonprofit Management 26 27. 1. 2. , , CS, (,,), , (, ) .- (,, )- ( ) (,)-, (,, )- - Social Enterprise and Nonprofit Management 27 28. 1. .2. .3. , , .4. : , , , , , , , , 2 1 ( ) ,,,, 30% ,,, Social Enterprise and Nonprofit Management 28 29. 1. 2. 3. 4. 1. , 1.CI . 2. 2. CI (,,, ) Social Enterprise and Nonprofit Management 29 30. 1. TV,,, , , ,,,,, , ,,, , , ,PR ,,,,/ , , / ,PPL,,, ,, -, 30~50 ( -,PR ) - Homepage - - , - (/, , )Social Enterprise and Nonprofit Management 30 31. 1. 1) 2) , , , , 2. 1) 2) 3) - - - - , , , Social Enterprise and Nonprofit Management 31 32. 1. Total-Home-Management-Business 1) 2) - 5 - - * : , , / * : , , , 2. 3. Social Enterprise and Nonprofit Management 32 33. [] - () () BSC -: () -* * -* * - : 10 - * , 2,897*, , , (, , , 70- 80%, 91% -190(60%, 82-116)- , , - , - Social Enterprise and Nonprofit Management 33 34. [] - ()() BSC - *, , , , - * , DB - *4 , ( , ) - * - , - , , PR, DB CRM - * - * * * - - , - * * * , 1, - * - * * Social Enterprise and Nonprofit Management 34 35. [] - () Social Enterprise and Nonprofit Management 35 36. [] - () Social Enterprise and Nonprofit Management 36 37. [] - () (BSC, , ) , -, - - 3 - - - - - , , - Social Enterprise and Nonprofit Management 37 38. [] - ()HM : HM -MS* -TC**Tagert-CustomerValue-Proposition -VP* HM * *1 1 */ Help-Network - -, Service Master Home Manager Hotel - Manager Social Enterprise and Nonprofit Management 38 39. [] - ()HM-: Home Management Service(, , )-* * * - *: , , / *: , (), ()/(+ ++- , ,- - -1 1Homenager -Service Marster -* * 140 * * * (2 ) - * , * * DB CRM - 1A/S, Social Enterprise and Nonprofit Management 39 40. [] - ()HM- *CI, * * - , * * - * * CI - * - *, - 12 - - - * -PR * / Help-Network - - * - * : , * : , - - Social Enterprise and Nonprofit Management 40 41. [] - ()HM HM http://www.interparkhm.com Social Enterprise and Nonprofit Management 41 42. [] - ()HM Business Model , , , , Social Enterprise and Nonprofit Management 42 </p>

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