{"id":4348,"date":"2021-09-29T20:22:55","date_gmt":"2021-09-29T11:22:55","guid":{"rendered":"https:\/\/bcgblog.kr\/?p=4348"},"modified":"2021-10-18T16:37:46","modified_gmt":"2021-10-18T07:37:46","slug":"pricing-playbook-for-cpg-companies","status":"publish","type":"post","link":"https:\/\/bcgblog.kr\/pricing-playbook-for-cpg-companies\/","title":{"rendered":"\uc778\ud50c\ub808\uc774\uc158 \uc0c1\ud669\uc5d0\uc11c\uc758 \uc18c\ube44\uc7ac \uae30\uc5c5 \uac00\uaca9 \uacb0\uc815 \ud575\uc2ec \uc804\ub7b5"},"content":{"rendered":"

\ud604\uc7ac \uc778\ud50c\ub808\uc774\uc158\uc740 2008\ub144 \uae00\ub85c\ubc8c \uae08\uc735\uc704\uae30 \uc774\ub798 \uadf8 \uc5b4\ub290 \ub54c\ubcf4\ub2e4 \uae09\uaca9\ud55c \uc0c1\uc2b9\ud3ed\uc744 \ubcf4\uc778\ub2e4. \uc774\ub7ec\ud55c \ud604\uc0c1\uc774 \uc77c\uc2dc\uc801\uc778 \ucda9\uaca9\uc73c\ub85c \uc778\ud55c \uac83\uc778\uc9c0 \ud639\uc740 \uc7a5\uae30\uc801\uc778 \uc5b4\ub5a0\ud55c \ud798\uc5d0 \uc758\ud55c \uac83\uc778\uc9c0 \ud604\uc2dc\uc810\uc5d0\uc11c\ub294 \uba85\ud655\ud788 \uc54c \uc218 \uc5c6\uc73c\ub098, \uc18c\ube44\uc7ac(consumer packaged goods, CPG)<\/a> \uae30\uc5c5\uc774 \uc218\uc775\uc5d0 \ud0c0\uaca9\uc744 \uc785\uace0 \uc788\ub2e4\ub294 \uc0ac\uc2e4\uc740 \ubd84\uba85\ud558\ub2e4.<\/p>\n

\uc6d0\uc790\uc7ac\ube44, \uc778\uac74\ube44, \uc6b4\uc1a1\ub8cc\uae4c\uc9c0 \uc218\ub9ce\uc740 \ud22c\uc785 \ube44\uc6a9\uc774 \uc99d\uac00\ud558\uace0 \uc788\uc73c\ubbc0\ub85c CPG \uae30\uc5c5\uc740 \uacb0\uad6d \uc0c1\ud488 \uac00\uaca9\uc744 \uc62c\ub9b4 \uc218\ubc16\uc5d0 \uc5c6\ub2e4. \ubb38\uc81c\ub294 \uc2dc\uc810\uacfc \ubc29\uc2dd\uc774\ub2e4. CPG \uae30\uc5c5\uc740 \uc7a5\uae30\uc801 \uc131\uc7a5\uc758 \uae30\ubc18\uc744 \ub9c8\ub828\ud558\ub294 \ub3d9\uc2dc\uc5d0 \ub2e8\uae30\uc801\uc778 \uc774\uc724\ub3c4 \ud68c\ubcf5\ud560 \uc218 \uc788\ub3c4\ub85d \ub9e4\uc6b0 \uc815\uad50\ud55c \ubc29\uc2dd\uc73c\ub85c \uce74\ud14c\uace0\ub9ac \uac00\uaca9\uc758 \uc5ed\ud559 \uad00\uacc4\ub97c \uc7ac\uc124\uc815\ud558\uc5ec \ube44\uc6a9\uc744 \uc0c1\uc1c4\ud560 \uac83\uc73c\ub85c \ubcf4\uc778\ub2e4.<\/p>\n

BCG\ub294 \ub2e4\uc591\ud55c \uce74\ud14c\uace0\ub9ac\uc5d0 \ubd84\ud3ec\ud55c \uc5ec\ub7ec \ubd81\ubbf8 CPG \uae30\uc5c5 \uac00\uc6b4\ub370 \uc0c1\uc704 10\uc704 \uc774\ub0b4\uc758 \uae30\uc5c5 \ub9ac\ub354\ub4e4\uacfc \uc774\uc57c\uae30\ub97c \ub098\ub204\uba70 \uc778\ud50c\ub808\uc774\uc158 \uc0c1\ud669\uc5d0\uc11c \uadf8\ub4e4\uc774 \ucde8\ud558\uace0 \uc788\ub294 \uc811\uadfc\ubc95\uc744 \uc54c\uc544\ubcf4\uc558\ub2e4.<\/p>\n

 <\/p>\n

 <\/p>\n\n\t

\n\t\t
\n\t\t\t\t\t\t\r\n
\r\n\t\t\t\r\n\t\t\t\"\"\r\n\t\t<\/a>\r\n\t<\/div>\r\n
\r\n\t\t\t\r\n\t\t\t\"\"\r\n\t\t<\/a>\r\n\t<\/div>\r\n
\r\n\t\t\t\r\n\t\t\t\"\"\r\n\t\t<\/a>\r\n\t<\/div>\r\n
\r\n\t\t\t\r\n\t\t\t\"\"\r\n\t\t<\/a>\r\n\t<\/div>\r\n
\r\n\t\t\t\r\n\t\t\t\"\"\r\n\t\t<\/a>\r\n\t<\/div>\r\n
\r\n\t\t\t\r\n\t\t\t\"\"\r\n\t\t<\/a>\r\n\t<\/div>\r\n
\r\n\t\t\t\r\n\t\t\t\"\"\r\n\t\t<\/a>\r\n\t<\/div>\r\n
\r\n\t\t\t\r\n\t\t\t\"\"\r\n\t\t<\/a>\r\n\t<\/div>\r\n
\r\n\t\t\t\r\n\t\t\t\"\"\r\n\t\t<\/a>\r\n\t<\/div>\r\n
\r\n\t\t\t\r\n\t\t\t\"\"\r\n\t\t<\/a>\r\n\t<\/div>\r\n
\r\n\t\t\t\r\n\t\t\t\"\"\r\n\t\t<\/a>\r\n\t<\/div>\t\t\t\n\t\t\t\t\t<\/div>\n\t<\/div>\n\t\n

 <\/p>\n

 <\/p>\n

\uac00\uc911\ub418\ub294 \ubd80\ub2f4<\/strong><\/h3>\n

 <\/p>\n

CPG \uae30\uc5c5\uc758 \uc218\uc775\uad00\ub9ac(revenue management, RM)<\/a> \ub9ac\ub354\ub4e4\uc740 \ub9e4\ucd9c\uc6d0\uac00(cost of goods sold, COGS)\uac00 \ud06c\uac8c \uc0c1\uc2b9\ud558\uace0 \uc788\ub2e4\uace0 \ub9d0\ud558\uace0 \uc788\ub2e4. 5\uc6d4 \uc18c\ube44\uc790\ubb3c\uac00\uc9c0\uc218(consumer price index, CPI)\ub294 \uc804\ub144 \ub300\ube44 5% \uc0c1\uc2b9\ud588\ub294\ub370, \uc774\ub294 2008\ub144 \uc774\ud6c4 12\uac1c\uc6d4 \ub2e8\uc704 \ub9cc\uc5d0 \uac00\uc7a5 \ud06c\uac8c \uc0c1\uc2b9\ud55c \uc218\uce58\uc774\ub2e4.<\/p>\n

\ub9ce\uc740 \uacbd\uc81c\ud559\uc790\uac00 \ud604\uc7ac\uc758 \uc778\ud50c\ub808\uc774\uc158 \uc1fc\ud06c\ub97c \uc77c\uc2dc\uc801\uc778 \ud604\uc0c1\uc73c\ub85c \ubcf4\uace0 \uc788\uc9c0\ub9cc, \uac00\uaca9\uc744 \uc7ac\uc870\uc815\ud560 \uc218 \uc788\ub294 \uc808\ud638\uc758 \uae30\ud68c\ub97c \ub193\uce60 \uc21c \uc5c6\ub2e4. \uc2e4\uc81c\ub85c 2020\ub144 4\uc6d4\ubd80\ud130 2021\ub144 3\uc6d4\uae4c\uc9c0 \uc774\ubbf8 \ub2e4\uc591\ud55c \uce74\ud14c\uace0\ub9ac\uc5d0 \uac78\uccd0 \ubb3c\uac00\uac00 \uc0c1\uc2b9\ud588\ub2e4. \uadf8\ub7ec\ub098 \ub3d9\uc885 \uc81c\ud488\uc758 \ud574\ub2f9 \uae30\uac04 \uac00\uaca9 \uc0c1\uc2b9 \uc694\uc778\uc758 \uc0c1\ub2f9 \ubd80\ubd84\uc740 \ucf54\ub85c\ub09819 \ud32c\ub370\ubbf9\uc758 \uc601\ud5a5\uc73c\ub85c, \uc81c\uc870\uc5c5\uccb4\ub4e4\uc774 \uacf5\uae09 \ubd80\uc871 \ubb38\uc81c\ub97c \ud574\uacb0\ud558\uae30 \uc704\ud574 \ud504\ub85c\ubaa8\uc158\uc744 \uc904\uc778 \ub370\uc5d0 \ub530\ub978 \uacb0\uacfc\uc774\ub2e4. \uc774\ub7ec\ud55c \uc6c0\uc9c1\uc784\uc740 \uc774\ubbf8 \uc77c\ubd80 \uce74\ud14c\uace0\ub9ac\uc5d0\uc11c\ub294 \uac70\uc758 \uc0ac\ub77c\uc84c\uae30 \ub54c\ubb38\uc5d0, 2021\ub144\ubd80\ud130 CPG \uae30\uc5c5 \ub9ac\ub354\ub4e4\uc740 \ud6a8\uacfc\uc801\uc778 \uac00\uaca9 \ud604\uc2e4\ud654\ub97c \uaf80\ud558\uace0\uc790 \ub2e4\uc591\ud55c \uc21c\uc218\uc775\uad00\ub9ac(NRM) \uc804\ub7b5\uc744 \ud0d0\uad6c\ud558\uace0 \uc788\ub2e4.<\/p>\n

 <\/p>\n

 <\/p>\n

\ud6a8\uacfc\uc801\uc778 \uac00\uaca9 \uc0c1\uc2b9\uc744 \uc704\ud55c 4\uac00\uc9c0 \uc804\ub7b5<\/strong><\/h3>\n

 <\/p>\n

NRM \uc804\ub7b5\uc740 \uce74\ud14c\uace0\ub9ac\uc5d0 \ub530\ub77c \uac01\uae30 \ub2e4\ub974\uac8c \uc801\uc6a9\ub418\ub294 \uac83\uc774 \ubc14\ub78c\uc9c1\ud558\ub2e4. \ub530\ub77c\uc11c CPG \uae30\uc5c5 \ub9ac\ub354\ub4e4\uc740 \uc2a4\uc2a4\ub85c \ub2e4\uc74c\uacfc \uac19\uc740 \uc9c8\ubb38\uc744 \ub358\uc838\uc57c \ud55c\ub2e4.<\/p>\n

\u201c\uc6b0\ub9ac \ube0c\ub79c\ub4dc\uc640 \uc81c\ud488\uc5d0 \uad00\ud55c \uc218\uc694\ub294 \uc5bc\ub9c8\ub098 \ud0c4\ub825\uc801\uc778\uac00? \uc774 \ud0c4\ub825\uc131\uc740 \uacbd\uc7c1\uc774 \uce58\uc5f4\ud55c \uc0c1\ud669\uc5d0\uc11c \uc0c1\ud488 \ud329\uc774\ub098 SKU(\ucde8\uae09 \uc0c1\ud488 \uc218)\uc5d0 \ub530\ub77c \uc5b4\ub5bb\uac8c \ub2ec\ub77c\uc9c0\ub294\uac00? \ud604\uc7ac\uc758 \uc6d0\uac00 \uae30\uc900(cost base) \ub300\ube44 \uc0c1\ud488 \ub178\ucd9c \uc815\ub3c4\ub294 \uc5b4\ub5bb\uac8c \ub418\ub294\uac00?\u201d<\/p>\n

\uc774 \uc9c8\ubb38\uc5d0 \ub300\ud55c \ub2f5\uc740 \uae30\uc5c5\uc5d0\uc11c \ub2e4\uc74c\uacfc \uac19\uc740 \uc131\uacf5\uc801\uc778 \uc804\ub7b5\uc744 \uc2e4\ud589\ud558\ub294 \ub370 \ub3c4\uc6c0\uc774 \ub420 \uac83\uc774\ub2e4.<\/p>\n

 <\/p>\n

[1] \uc0c1\ud488\ubcc4\ub85c \uc0c1\uc774\ud55c \uac00\uaca9 \uc0c1\uc2b9\ub960\uc744 \uc801\uc6a9\ud55c\ub2e4<\/span><\/strong><\/h5>\n

\ubaa8\ub4e0 \uce74\ud14c\uace0\ub9ac\ub098 \uc0c1\ud488 \ud329\uc5d0 \ub3d9\uc77c\ud55c \uac00\uaca9 \uc0c1\uc2b9\ub960\uc744 \uc801\uc6a9\ud560 \ud544\uc694\ub294 \uc5c6\ub2e4. \uae30\uc5c5\uc758 \uc8fc\uc694 \uc131\uc7a5 \ub3d9\uc778\uc73c\ub85c \uc791\uc6a9\ud558\ub294 \uc0c1\ud488\uc774\ub77c\uba74 \uac00\uaca9 \uc778\uc0c1\ub960\uc744 \ucd5c\uc18c\ud654\ud558\uc5ec \uc810\uc720\uc728\uc744 \uc720\uc9c0\ud558\uac70\ub098 \ub192\uc774\ub294 \uac83\uc774 \ub354 \uc911\uc694\ud558\ub2e4. \ubc18\uba74 \uc774\uc775 \ucc3d\ucd9c\uc774 \ub354\ub518 \uc0c1\ud488\uc774\ub77c\uba74 \ubb3c\uac00 \uc0c1\uc2b9\ub960 \uc774\uc0c1\uc758 \uac00\uaca9\uc744 \ucc45\uc815\ud574 \uc810\uc720\uc728 \uc190\uc2e4\uc758 \uc704\ud5d8\uc774 \uc788\ub354\ub77c\ub3c4 \ub9e4\ucd9c \uae30\uc5ec\ub3c4\ub97c \uadf9\ub300\ud654\ud558\ub294 \ud3b8\uc774 \uc88b\ub2e4.<\/p>\n

 <\/p>\n

[2] \uc2e4\ud310\ub9e4\uac00 \uc778\uc0c1\uc744 \uc6b0\uc120\uc73c\ub85c \uac80\ud1a0\ud55c\ub2e4<\/span><\/strong><\/h5>\n

\uc2e4\ud310\ub9e4\uac00 \uc778\uc0c1\uc740 \ucd5c\uadfc \uc218\ub144 \ub300\ube44 \ubc14\ub85c \uc9c0\uae08 \uac00\uc7a5 \ud070 \uc601\ud5a5\ub825\uc744 \ubcf4\uc77c \uac83\uc73c\ub85c \uc608\uc0c1\ub41c\ub2e4. \uc2dc\uc7a5 \uc0c1\ud669 \uc5ed\uc2dc \uc2e4\ud310\ub9e4\uac00 \uc778\uc0c1\uc5d0 \uc720\ub9ac\ud558\uba70, \uc774\ub294 CPG \uae30\uc5c5\uc774 \ud504\ub85c\ubaa8\uc158, \ucfe0\ud3f0 \ubc30\ud3ec \ub4f1 \ud310\ub9e4 \ud504\ub85c\ubaa8\uc158 \ud65c\ub3d9\uc744 \ub298\ub9b4 \uc218 \uc788\ub3c4\ub85d \ud310\ucd09 \uc7a5\ub824 \ube44\uc6a9(trade spend)\uc5d0 \uc120\ud0dd\uc801\uc73c\ub85c \uc7ac\ud22c\uc790\ud560 \uae30\ud68c\ub97c \uc81c\uacf5\ud55c\ub2e4. \uc774\ub97c \ud1b5\ud574 \uc810\uc720\uc728\uc744 \ud655\ub300\ud558\uace0 \uc2dc\uc7a5\uc5d0\uc11c\uc758 \uc720\ud1b5\uc5c5\uccb4 \uac04 \uc5ed\ud559 \uad00\uacc4\ub97c \uc7ac\uc870\uc815\ud560 \uc218\ub3c4 \uc788\ub2e4.<\/p>\n

 <\/p>\n

[3] \uac00\uaca9 \uad6c\uc870\ub97c \uc7ac\uc124\uc815\ud55c\ub2e4<\/span><\/strong><\/h5>\n

\uc0c1\ud488\uc774 \uc800\ub834\ud558\ub2e4\uace0 \ub290\ub07c\uac8c \ub9cc\ub4dc\ub294 \u2018\ucd5c\uc801\uac00(magic price points)\u2019\ub97c \uc0c1\ud68c\ud558\ub294 \uc815\uac00(list price)\ub97c \ucc45\uc815\ud558\uba74 \uacbd\uc7c1\uc0ac \ubc0f \uc720\ud1b5\uc5c5\uccb4\ub294 \uc5ec\ub7ec \uc0c1\ud488\uad70\uc758 \uac00\uaca9\ub300\ub97c \uc774\ubcf4\ub2e4 \ub354 \ub192\uac8c \ucc45\uc815\ud558\ub824 \ud560 \uac83\uc774\ub2e4. \uc774\ub7ec\ud55c \uc6c0\uc9c1\uc784\uc740 \ub2e8\uae30\uc801\uc73c\ub85c\ub294 \uac00\uaca9 \ud604\uc2e4\ud654\ub97c \uaf80\ud558\ub294 \ub3d9\uc2dc\uc5d0 \uc7a5\uae30 \uc131\uc7a5\uc744 \uc704\ud55c \uae30\ud68c\ub97c \uc5f4\uc5b4\uc904 \uc218 \uc788\ub2e4.<\/p>\n

 <\/p>\n

[4] \uc0c1\ud488 \ub178\ucd9c\ub3c4\uc5d0 \ub530\ub77c \uac00\uaca9\uc744 \uc870\uc808\ud55c\ub2e4<\/span><\/strong><\/h5>\n

\uc0c1\ud488\uc774 \uacfc\ub3c4\ud558\uac8c \uacf5\uac1c\ub41c \uce74\ud14c\uace0\ub9ac\uc758 \uae30\uc5c5\ub4e4\uc740 \uc720\ud1b5\uc5c5\uccb4\uc640\uc758 \uac00\uaca9 \uacb0\uc815 \uacfc\uc815\uc5d0\uc11c \ud22c\uc785 \ube44\uc6a9\uc744 \uc0c1\ub2f9 \ubd80\ubd84 \uc804\uac00\ud558\ub294 \ud615\ud0dc\uc758 \uba54\ucee4\ub2c8\uc998\uc744 \ud615\uc131\ud558\uac8c \ub420 \uc218\ub3c4 \uc788\ub2e4. \uc774\ub7ec\ud55c \uc811\uadfc\ubc95\uc740 \ubaa8\ub4e0 \uce74\ud14c\uace0\ub9ac\uc5d0 \uc801\uc808\ud55c \ubc29\uc2dd\uc740 \uc544\ub2c8\ub098, \uc77c\ubd80 \ud575\uc2ec \uc778\ud48b\uc758 \uc2dc\uc7a5\uac00\uaca9\uc774 \uc0c1\ub2f9\ud788 \uacf5\uac1c\ub41c \uacbd\uc6b0\ub77c\uba74 \uc720\uc6a9\ud560 \uc218 \uc788\ub2e4.<\/p>\n

 <\/p>\n

 <\/p>\n

\uc2e4\uc804 \uc774\ud589\uc744 \ub3c4\uc6b8 4\uac00\uc9c0 \uc804\ub7b5<\/strong><\/h3>\n

 <\/p>\n

2020\ub144 CPG \uc5c5\uacc4\uc758 \uc131\uacf5\uc744 \uace0\ub824\ud588\uc744 \ub54c \ud55c\ub3d9\uc548 \ud639\uc740 \ube44\uc6a9 \ubcc0\ub3d9 \ud2b8\ub80c\ub4dc\uac00 \uba85\ud655\ud574\uc9c8 \ub54c\uae4c\uc9c0\ub294 \uc81c\uc870\uc0ac\uc5d0\uc11c \ub298\uc5b4\ub09c \ud22c\uc785 \ube44\uc6a9\uc744 \uac10\ub2f9\ud560 \uc218 \uc5c6\uc744\uc9c0 \uc720\ud1b5\uc5c5\uccb4\uc5d0\uc11c \uc758\ubb38\uc744 \uc81c\uae30\ud560 \uc218\ub3c4 \uc788\ub2e4. \uadf8\ub7ec\ub098 \uac00\uaca9 \ubcc0\ub3d9\uc774 \ub9e4\ub825\uc801\uc774\uace0 \uc131\uacf5\uc801\uc778 \uc635\uc158\uc784\uc744 \ud655\uc778\ud560 \uc218 \uc788\uc744 \ub54c\uae4c\uc9c0\ub294 \uc804\ub7b5 \uc2e4\ud589 \ubc0f \uc720\ud1b5\uc5c5\uacc4\uc640\uc758 \uc0c1\ud638\uc791\uc6a9\uc5d0\ub9cc \uc9d1\uc911\ud560 \uac83\uc744 \uad8c\ud55c\ub2e4.<\/p>\n

 <\/p>\n

[1] \uce74\ud14c\uace0\ub9ac \uc218\uc900\uc5d0\uc11c \uacbd\uc81c\ud559\uc744 \uc774\ud574\ud558\ub77c<\/span><\/strong><\/h5>\n

\ud604\uc7ac \ud22c\uc785 \ube44\uc6a9\uc740 CPG \uae30\uc5c5\uc758 \ucd1d \uc774\uc775\ud480(profit pool)\uc740 \uc904\uc5b4\ub4dc\ub294 \ubc18\uba74 \uc720\ud1b5\uc5c5\uacc4\uc758 \uc774\uc775\ud480\uc740 \ub298\uc5b4\ub098\ub294 \ubd88\uade0\ud615\ud55c \ud615\ud0dc\ub85c \uc791\uc6a9\ud558\uace0 \uc788\ub2e4. \uc81c\uc870\uc0ac\ub294 \ubcf8\ub798\uc758 \ubaab \uc774\uc0c1\uc758 \uc774\uc775\uc744 \ucc59\uae30\ub824\ub294 \uac83\uc774 \uc544\ub2c8\ub77c \ub2e8\uc9c0 \uc778\ud50c\ub808\uc774\uc158 \uc774\uc804\uc73c\ub85c \uc0c1\ud669\uc744 \ud68c\ubcf5\uc2dc\ud0a4\ub824 \ud55c\ub2e4\ub294 \uc758\uc9c0\ub97c \ubcf4\uc5ec\uc904 \ud544\uc694\uac00 \uc788\ub2e4.<\/p>\n

 <\/p>\n

[2] \uc0ac\uc2e4 \uae30\ubc18\uc758 \uc708\uc708(win-win) \ud310\ub9e4 \uc2a4\ud1a0\ub9ac\ub97c \uad6c\uc131\ud558\ub77c<\/span><\/strong><\/h5>\n

\uc0ac\uc2e4\uc744 \uae30\ubc18\uc73c\ub85c \ud558\ub294 \ub0b4\ub7ec\ud2f0\ube0c \uad6c\uc131\uc5d0 \uc2dc\uac04\uc744 \ud22c\uc790\ud558\ub77c. \ube44\uc6a9\uc744 \ubc1c\uc0dd\uc2dc\ud0a4\ub294 \uc8fc\uc694 \ub3d9\uc778\uc5d0 \uc77c\uc5b4\ub098\ub294 \ubcc0\ud654\uc640 \uac00\uaca9 \uc870\uc815\uc774 \uc720\uc77c\ud55c \ud574\ub2f5\uc778 \uc774\uc720\ub97c \uc778\uc9c0\uc2dc\ucf1c\uc57c \ud55c\ub2e4. \uc774\ub54c \ube44\uc6a9 \uce21\uba74\uc5d0\uc11c\uc758 \ub2e8\uae30\uc801\uc778 \uc804\ub9dd\uacfc \ub354\ubd88\uc5b4, \uac00\uaca9\uc774 \uc0c1\uc2b9\ud558\uba74 (\ud601\uc2e0\uacfc \uc0dd\uc0b0\uc131 \uac00\uce58 \uc0ac\uc2ac\uc5d0 \ud22c\uc790\uac00 \ub354\ud574\uc9c0\uba74\uc11c) \uc2dc\uac04\uc774 \uc9c0\ub098\uba70 \uc5b4\ub5bb\uac8c \uce74\ud14c\uace0\ub9ac\uc5d0 \uc131\uc7a5 \uae30\ud68c\uac00 \uc0dd\uae30\ub294\uc9c0\uc5d0 \ub300\ud55c \uc7a5\uae30\uc801 \uad00\uc810\uc5d0\uc11c\uc758 \ub0b4\ub7ec\ud2f0\ube0c\ub97c \ub367\ubd99\uc774\uba74 \ub354\uc6b1 \uc88b\ub2e4.<\/p>\n

 <\/p>\n

[3] \uac00\uaca9 \ubcc0\ub3d9\uacfc \uc18c\ud1b5\uc758 \uc21c\uc11c\ub97c \uc815\ud574\ub77c<\/span><\/strong><\/h5>\n

\uac00\uc7a5 \uc26c\uc6b4 \uc811\uadfc \ubc29\uc2dd\uc740 \ub2f5\uc774 \uc27d\uc0ac\ub9ac \ub098\uc624\uc9c0 \uc54a\ub294 \ubcf5\uc7a1\ud55c \ub17c\uc758\uc5d0 \ub4e4\uc5b4\uc11c\uae30\ubcf4\ub2e4 \uc2dc\uc7a5 \ucc28\uc6d0\uc5d0\uc11c \uac00\uaca9 \uc778\uc0c1\uc744 \ubc1c\ud45c\ud558\ub294 \uac83\uc774\ub2e4. \uac01 \uce74\ud14c\uace0\ub9ac\uc758 \uc120\ub3c4\uae30\uc5c5\uc740 \ub192\uc740 \uc2e0\ub8b0\ub3c4\ub97c \ud655\ubcf4\ud55c \ub355\ubd84\uc5d0 \uba3c\uc800 \uc6c0\uc9c1\uc77c \ud798\uc774 \uc788\ub2e4. \uc774\ub97c \ub4a4\ub530\ub974\ub294 \uae30\uc5c5\ub4e4\uc740 \uc774\uc724 \ubcc0\ub3d9\uc744 \uac10\ub2f9\ud560 \uc218 \uc788\uc744\uc9c0 \ud639\uc740 \uc608\uc0c1\uce58 \ubabb\ud55c \uc7a0\uc7ac\uc801\uc778 \ubb38\uc81c\uc5d0 \ub300\ube44\ud560 \uc218 \uc788\uc744\uc9c0 \ud310\ub2e8\ud558\uae30 \uc704\ud574 \uc7a0\uc2dc \uc2dc\uac04\uc744 \ub450\uace0 \uc6c0\uc9c1\uc774\ub824 \ud560 \uac83\uc774\ub2e4. \ubaa8\ub4e0 \uc720\ud1b5\uc5c5\uccb4\uc5d0 \uc804\ubc18\uc5d0\uc11c \uc0c1\uc2dc\uc800\uac00(everyday-low-price, EDLP) \uc804\ub7b5 \uae30\ubc18\uc774\ub4e0 \uace0\uc800\uac00\uaca9(high-low price, HILO) \uc804\ub7b5 \uae30\ubc18\uc774\ub4e0 \uc2dc\uc7a5 \uc804\ubc18\uc5d0 \uac78\uccd0 \uac00\uaca9 \uc778\uc0c1\uc774 \uc77c\uc5b4\ub098\ub9ac\ub77c\ub294 \uc2e0\ud638\ub97c \ubcf4\ub0b4\ub77c.<\/p>\n

 <\/p>\n

[4] \ud504\ub77c\uc774\ube57 \ub808\ubca8\uc5d0\uc11c \uacbd\uc7c1\ub825 \uc788\ub294 \ub300\uc751\uc744 \uacc4\ud68d\ud558\ub77c<\/span><\/strong><\/h5>\n

\uace0\uac15\ub3c4 \ud504\ub85c\ubaa8\uc158\uacfc \uac19\uc740 \uc7a0\uc7ac\uc801\uc778 \uc644\ud654 \ud6a8\uacfc\ub098 \uc774\uc724 \ud2b8\ub808\uc774\ub4dc\uc624\ud504\ub97c \uace0\ub824\ud558\uba74\uc11c \uc810\uc720\uc728\uc758 \ubcc0\ud654\ub97c \uc608\uce21\ud574\uc57c \ud55c\ub2e4. \uc6d0\uac00 \ubc0f \uacf5\uae09 \uc608\uc0c1\uce58\ub97c \uc218\uce58\ud654\ud574 \uc810\uc720\uc728\uc744 \ucd94\uac00\ub85c \ud655\ubcf4\ud560 \uc218 \uc788\uc744\uc9c0 \ud310\ub2e8\ud574 \ubcf4\uc544\uc57c \ud55c\ub2e4.<\/p>\n

 <\/p>\n

 <\/p>\n

CPG \uae30\uc5c5\ub4e4\uc740 \uc9c0\uae08 \ubc14\ub85c \uc790\uc0ac\uc758 \uc81c\ud488 \ud3ec\ud2b8\ud3f4\ub9ac\uc624\ub97c \uc0b4\ud53c\uba74\uc11c \uc804\ub7b5\uc801 \ubaa9\ud45c\uc640 \ubaa9\ud45c \uac00\uaca9, \uc2e4\ud589 \uacc4\ud68d \ub4f1\uc744 \uacb0\uc815\ud558\ub294 \ud3b8\uc774 \uc88b\ub2e4. \uc774\ud6c4\ubd80\ud130\ub294 \uc720\ud1b5\uc5c5\uccb4\ub4e4\uc758 \ub3d9\ucc38(buy-in)\uc744 \ub04c\uc5b4\ub0bc \uc218 \uc788\ub294 \uc2e4\ud589\uc801\uc778 \uc811\uadfc\ubc95\uc758 \uc124\uacc4\uac00 \uc911\uc694\ud558\ub2e4. \uac00\uaca9\uc744 \uc7ac\uc124\uc815\ud560 \uc218 \uc788\ub294 \uc808\ud638\uc758 \uae30\ud68c\ub97c \uadf8\ub0e5 \uc9c0\ub098\uce58\uae30\uc5d0\ub294 \uc774\ub85c \uc778\ud574 \ub9ce\uc740 \uac83\uc774 \ubcc0\ud560 \uc218 \uc788\ub2e4. \ud22c\uc785 \ube44\uc6a9\uc758 \uc0c1\uc2b9\uc740 \uc218\uc775 \uac10\uc18c\ub85c \uc774\uc5b4\uc838 \uacb0\uad6d \ubc1c \ube60\ub978 \uacbd\uc7c1\uc0ac\uc5d0 \ub4a4\ucc98\uc9c8 \uc218\ub3c4 \uc788\ub2e4.<\/p>\n

 <\/p>\n

 <\/p>\n

 <\/p>\n

\uc6d0\ubb38(\uc601\uc5b4) \ubcf4\ub7ec\uac00\uae30<\/a><\/p>\n

\"\ub274\uc2a4\ub808\ud130<\/a><\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

\uc778\ud50c\ub808\uc774\uc158\uc774 \uae09\uaca9\ud55c \uc0c1\uc2b9\ud3ed\uc744 \ubcf4\uc774\ub294 \uc9c0\uae08, CPG \uae30\uc5c5\ub4e4\uc740 \uc804\ub7b5\uc801 \ubaa9\ud45c\uc640 \ubaa9\ud45c \uac00\uaca9, \uc2e4\ud589 \uacc4\ud68d \ub4f1\uc744 \uacb0\uc815\ud574\uc57c \ud55c\ub2e4. BCG\uac00 \uc0c1\uc704 10\uc704 \uc774\ub0b4\uc758 \ubd81\ubbf8 CPG \uae30\uc5c5 \ub9ac\ub354\ub4e4\uc774 \uc778\ud50c\ub808\uc774\uc158 \uc0c1\ud669\uc5d0\uc11c \ucde8\ud558\uace0 \uc788\ub294 \uac00\uaca9 \uacb0\uc815 \uc804\ub7b5\uc744 \uc54c\uc544\ubcf4\uc558\ub2e4.<\/p>\n","protected":false},"author":1,"featured_media":4349,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[34,32],"tags":[156,154,153,155],"class_list":{"0":"post-4348","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-cp","8":"category-industry","9":"tag-cpg","10":"tag-154","11":"tag-153","12":"tag-155"},"_links":{"self":[{"href":"https:\/\/bcgblog.kr\/wp-json\/wp\/v2\/posts\/4348","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bcgblog.kr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bcgblog.kr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bcgblog.kr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bcgblog.kr\/wp-json\/wp\/v2\/comments?post=4348"}],"version-history":[{"count":7,"href":"https:\/\/bcgblog.kr\/wp-json\/wp\/v2\/posts\/4348\/revisions"}],"predecessor-version":[{"id":4388,"href":"https:\/\/bcgblog.kr\/wp-json\/wp\/v2\/posts\/4348\/revisions\/4388"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bcgblog.kr\/wp-json\/wp\/v2\/media\/4349"}],"wp:attachment":[{"href":"https:\/\/bcgblog.kr\/wp-json\/wp\/v2\/media?parent=4348"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bcgblog.kr\/wp-json\/wp\/v2\/categories?post=4348"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bcgblog.kr\/wp-json\/wp\/v2\/tags?post=4348"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}