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ÀÛ¼ºÀÚ À̽°ü ÀÛ¼ºÀÏ 2021-07-23
Á¦¸ñ »ê¾÷Ä«¿î½½·¯ÀÇ ¿ªÇÒ°ú ±â´ë (353) : ijÁòÀÌ·Ð(Chasm theory) Á¶È¸¼ö 1121
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ijÁòÀÌ·Ð(Chasm theory)

±â¼ú¼ö¿ëÁÖ±â-ijÁòÀÌ·Ð(Chasm theory)

1.ÀÇÀÇ

1)±â¼ú°æ¿µ¿¡¼­ Á¦Ç° È®»ê°ú ¼ö¿ëÀÇ ¹®Á¦¡æ·ÎÀú½º(Rogers)°¡ Á¦½Ã

2)Çõ½ÅÁ¦Ç° ¼ö¿ëÀÚ¡æÇõ½Å¼º ¹ÙÅÁ

3)¼ÒºñÀÚ¸¦ Çõ½Å¼º¿¡ ±âÃÊ¡æ5°¡Áö ¼ö¿ëÀÚ Áý´ÜÀ¸·Î ±¸ºÐ

2.5°¡Áö Áý´Ü:Çõ¼±ÀüÈÄÁö

1)Çõ½Å¼ö¿ëÀÚ(±â¼ú¾ÖÈ£°¡,innovators):2.5%

2)¼±°¢¼ö¿ëÀÚ(Áøº¸Àû ¼ºÇâÀÇ ¼±±¸ÀÚ,early adaptors):13.5%/Çõ¿¹½Å»õºÎ
a)±¸Áú¼­¿¡ ºñÇØ ±ØÀûÀÎ °æÀï¿ìÀ§¸¦ °Ü³É ½ÇÁúÇõ½Å°¡
b)¿¹»ê±Ç°ú ÅõÀÚÀÇÁö°¡ ÀÖÀ½
c)½ÅÁ¦Ç°°³¹ß¿¡¼­ ¸Å¿ì Áß¿äÇÑ Áý´Ü(¼öÀÍâÃâÀÌ Å­)
d)»õ·Î¿î Çõ½ÅÁ¦Ç° ¼±È£(È«º¸´ë°¡·Î Ưº°ÇÑ Á¦Ç° ¼öÁ¤º¸¿Ï ¿ä±¸)
e)½Å»ýº¥Ã³±â¾÷ÀÇ ¿¬±¸°³¹ß¿¡ ºÎ´ã
3)Àü±â ´Ù¼ö¼ö¿ëÀÚ(½Ç¿ëÁÖÀÇÀÚ,early majority):34%

4)Èı⠴ټö¼ö¿ëÀÚ(º¸¼öÁÖÀÇÀÚ,conservatives):34%

5)Áö°¢¼ö¿ëÀÚ(ȸÀÇ·ÐÀÚ,laggards/skeptics):16%

3.ijÁòÀÌ·Ð(÷´Ü±â¼ú ¼ö¿ë·Ð,Moore)

1)Á¤ÀÇ

°¡.ijÁò(chasm):Áö°¢º¯µ¿ µî ÀÌÀ¯·Î ÀÎÇØ ÁöÃþ »çÀÌ¿¡ Å« Æ´ÀÌ »ý°Ü ¼­·Î ´ÜÀý(ÁöÁúÇÐÀû ¿ë¾î)

³ª.º¥Ã³¾÷°è ¼ºÀå°úÁ¤ ÀûÀýÀ̷С渶ÄÉÆà ÀÌ·Ð È®¸³

´Ù.Ãʱâ½ÃÀå¿¡¼­ ÁÖ·ù½ÃÀåÀ¸·Î ³Ñ¾î°¡´Â °úµµ±â¿¡ ÀϽÃÀû ¼ö¿ä Á¤Ã¼ ¶Ç´Â ÈÄÅð´ÜÀý Çö»ó

¶ó.º¥Ã³±â¾÷ÀÇ ¼º°ø°ú ÁÂÀý ¼³¸íÀ̷С漱°¢¼ö¿ëÀÚ¿¡¼­ Àü±â´Ù¼ö·Î ³Ñ¾î°¡´Â °úÁ¤¿¡¼­ Çù°î(³Ñ±â¾î·Á¿î ijÁòÁ÷¸é)

2)±Øº¹Àü·«:Æ´¿Ï

°¡.Æ´»õ½ÃÀå °ø·«

³ª.¿ÏÀü¿ÏºñÁ¦Ç° Ãâ½Ã

3.ijÁò ±Øº¹ ÈÄ °úÁ¦:ÃÊijº¼µ¹Áß¿Ï

°¡.Ãʱ⠽ÃÀå:±â»õ
a)±â¼ú¾ÖÈ£°¡/Áøº¸¼ºÇâ ¼±±¸ÀÚ
b)»õ·Î¿î Æз¯´ÙÀÓ Àü¸éµ¿Âü

³ª.ijÁò:Àý¸ÁÀû ½Ã±â¡æ¼ö¿ëÁغñ ¹ÌÈí

´Ù.º¼¸µ¾Ù¸®(bowling alley):±³Æ´¿Ï
a)ÀϹݽÃÀå¿¡ ¾Õ¼­ ±³µÎº¸ Æ´»õ½ÃÀåÀÌ ¸ÕÀú ¼ö¿ë
b)°­·ÂÇÑ ±¸¸ÅÃ浿 »çÀ¯¿Í Æ´»õ½ÃÀå¿¡ ¸Â´Â
c)¿ÏÀü¿ÏºñÁ¦Ç° »ý»ê °ø±ÞÀÚ ÃßÁø

¶ó.µ¹Ç³(tornado):´ë»õ
a)´ëÁß ¼ö¿ä½ÃÀå ¼ö¿ë½Ã±â
b)»õ·Î¿î ÀÎÇÁ¶ó Æз¯´ÙÀÓÀ¸·Î Àüȯ

¸¶.Á߽ɰ¡(main street):ÈÄÀΰí
a)ÈļӽÃÀå ¹ßÀü´Ü°è
b)ÀÎÇÁ¶ó°¡ ÀüÁø¹èÄ¡
c)°í°´Á᫐ ¹æÇâ ´ë·® ¸ÂÃã»ý»ê ºÎ°¡°¡Ä¡ È®º¸

¹Ù.¿ÏÀüµ¿È­(total assimiliation):ºÒ±â
a)ºÒ¿¬¼ÓÀü Çõ½ÅÀÌ ¿ÏÀüÈ÷ Èí¼öµÇ´Â ´Ü°è
b)±â¼ú¼ö¿ëÁÖ±âÀÇ ¸»±â

4.ijÁò±Øº¹ ÀÌÈÄ Àü·«:Æ´µ¹¾È

1)Æ´»õ½ÃÀå °ø·«
2)µ¹Ç³ À¯µµ
3)¾ÈÁ¤Àû À§Ä¡ È®º¸

À̽°ü °æ¿µÁöµµ»ç(CMC, Certified Management Consultant)°æ¿µÇÐ¹Ú»ç »ê¾÷Ä«¿î½½·¯ 1±Þ °æ¿µÁø´Ü»ç ±â¼úÆò°¡»ç ±â¼ú°æ¿µ»ç â¾÷Áöµµ»ç â¾÷º¸À°Àü¹®¸Å´ÏÀú Ä¿¸®¾îÄÁ¼³ÅÏÆ® National Director of IG-WGCA Unlimited Energy WHQ