5

1. ( )

2.

3.

5

*

5

1. ( )

*

,

: : ,

: :

*

5

2.

*

(Revlon): (Xerox): (Sony):

: 21

CJ:

1) ( ) :

2) :

3) :

(corporate mission)

-

5

2.

*

CJ

1)

- (SBU: Strategic Business Unit):

CJ, CJ, CJ, CJ , CJCJ , CJ CJ, CJ GLS, CJ, CJ&CJ E&M, CJ CGV, CJ, CJCJ, CJ

5

2.

*

2) -

BCG -

:

:

BCG

5

2.

*

(Star) : -

- , ,

BCG

5

2.

*

(Cash Cow) :

- ,

-

(Problem Child) :

-

-

(Dog) :

-

-

4 BCG

-

- ( )

5

2.

*

BCG

5

2.

*

GE/McKinsey - BCG -,

- General Electric McKinsey

: , , ,

, , ,

: , ,

, , , , ,

5

2.

*

- GE/McKinsey

A

C (niche)

A

5

2.

*

3) (New Business Plan)

/

5

2.

*

(market penetration strategy) , (usage rate)

(product development strategy) ,

(market development strategy)

-

(horizontal diversification)

(concentric diversification)

(conglomerate diversification)

5

2.

*

-- (supply chain)

: supply chain

(forward intergration) :

(backward intergration) :

5

3.

*

- , ,

1)

Porter (generic strategy)

- (cost-leadership strategy):

- (differentiation):

(%) 1,2002527%4.56732

5

3.

*

2)

3)

5

3.

*

1) (Target Marketing)

(segmentation) (targeting)

(positioning)

2)

, , ,

*

*