« 猫も杓子もすなる…… | Main | 「一太郎」「花子」の製造・販売中止を命じた判決への疑問 »

February 03, 2005

森俊範 ニュースの変化球: ビジネスのパラダイム・シフトが起こった。

マーケティング・コンサルタントでワン・トゥ・ワン・マーケティングを中心とするコンサルテーション実績の豊富な森俊範さんが、自身のブログ森俊範 ニュースの変化球: ビジネスのパラダイム・シフトが起こった。でこんな指摘をしています。

「経済は供給主導型から需要主導型の経済」へと変化し、「企業が主役ではなく顧客が主役となる顧客革命へとすべての企業は移行する」と。

この指摘はとても重要だと思います。私が『電脳商人のすすめ』で指摘したように、最近10年の間に起こっている変化の核心はマーケットの括り方の転換にあります。食品市場とか自動車市場というような製品別に大括りされた見方ではなく、一人一人の顧客をひとつの市場として認識し、それぞれに対して適切に対応して行く緻密なマーケティングが求められています。

従前のマーケティングマネジメントは数字で追っていくことができました。その製品の月間販売数はいくらで、それを実現するためには広告宣伝費にいくら掛ければよいのかが割り出されていました。逆に言えばあるプロモーションを計画しても、それによって何ぼ売上を増やすことができるのかを数字で示すことができなければ、そのプロモーションの実施は認められませんでした。

ところが一人一人の顧客をひとつの市場として認識しなければならなくなると、数字で追いかけていくことができなくなります。マーケティングリサーチの世界で言う定性調査によって掬い上げられてくるような情報を追いかけることが売上に繋がることに先端的な企業はすでに気付いているのではないでしょうか。

たとえば最近の映画のテレビコマーシャルでは、試写会の会場風景を見せたり、参加者に感想を語らせる手法が取られています。涙する観客の姿は数字からは浮かび上がってきませんし、参加者の語る感想は主観的なものであって数字に置き換えることは難しいものです。

一人一人の消費者の考えや気持ちを聞いて回るなんて、ICTの普及していない時代においては非現実的としか言いようがありませんでした。がしかしICTの量も質も著しく向上している今日、それは多少の困難はあるにしてもやってやれない話でなくなってきています。あるいは一人一人とまでは行かないまでもセグメントを細分化して顧客が主役となる需要主導型の経済への対応を図っているのではないでしょうか。


|

« 猫も杓子もすなる…… | Main | 「一太郎」「花子」の製造・販売中止を命じた判決への疑問 »

Comments

平さん

 ご無沙汰しています。トラバ&コメントありがとうございます。eコマースなどでは一人ひとりの顧客に対応できるノウハウがありますが、顧客識別できてない企業をこれからどうしていくかが重要な仕事になっています。

 昨日の日経夕刊にもあったように、Yahoo、Google、Amazon などの業績が躍進してますね。
これからはeビジネスに移行しない企業は取り残されることになりませんか。

 平さんのご返事をお待ちします。

 

Posted by: もうりん | February 03, 2005 at 02:26 PM

森さん、コメントありがとうございます。

「eビジネスに移行しない企業は取り残されることにならないか」という森さんの問題提起ですが、eビジネスに移行するかしないかはたいして問題ではないと思います。問題はマーケットをどう定義し、どのように関係を紡ぎ、育んでいくかでしょう。それを達成するために有効であるならICTを使えばいいし、もっと効果的な方法が別にあるならそれを使えば良いのではないでしょうか。たとえば、超富裕層へのアプローチでしたらICTでなしに教育訓練の行き届いた生身の人間が対応したほうが良いかもしれません。

企業が顧客との間で時機を得た密接な関係を低コストで築いていこうとするならICTの助けを借りざるを得ないということは言えると思いますが、もっと優れたテクノロジーがあるのならそれを使えばよいのです。極端な話、昔ながらの「御用聞き」が最も効果的であるならそれでも構わないのではないでしょうか。そういう柔軟性を持っていることが目的と手段を取り違える失敗をしないためにも大切だと思います。


「eビジネスに移行しない企業は取り残されることにならないか」と森さんが考えられる根拠を私が取り違えているようでしたらご指摘いただければ幸いです。

Posted by: 平 誠 | February 04, 2005 at 01:50 PM

みなさんは、この媒体は、どう思われますか。
公共性もあり、市民(設置地区住民)の方に感謝される広告と思います。ご意見をお待ちしています。
その媒体のホームページは、
http://www.eco-hiroshima.jp/

Posted by: mt-fuji | September 19, 2011 at 09:55 AM

здесь можно ознакомиться со стомостью покупки кованых изделий. вот: <a href=http://www.kovka.in/>кованые изделия</a>

Posted by: DonoMeleTal | November 11, 2011 at 01:33 AM

здесь можно заказать хороший набор Загородной недвижимости. вот: <a href=http://www.sribno.net/>коттедж</a>

Posted by: DonoMeleTal | November 12, 2011 at 07:49 PM

у нас на официальном веб-ресурсе вы сможете посмотреть огромный ассортимент интересных статей по теме <a href=http://www.news3d.biz/>новости 3D графика|уроки по 3d графике|3d модели</a>

Posted by: teectuach | November 14, 2011 at 06:25 PM

все <a href=http://onfillm.com/>фильмы онлайн лучшие новинки</a>

Posted by: nimibearnerne | November 19, 2011 at 02:51 AM

тут на этома веб-ресурсе представлены наиболее точные <a href=http://totoplus.biz/>прогнозы на спорт</a>.

Posted by: Kitsmimmits | November 21, 2011 at 07:46 PM

на нашем сайте вы сможете заказать <a href=http://www.promediainternet.com/>пульсометры</a>

Posted by: Tarlompolla | November 24, 2011 at 07:14 PM

здесь на нашем сайте можно заказать http://www.syktbillig.com/ мультиварки

Posted by: VakExhakelalk | November 26, 2011 at 09:26 PM

лучшая http://newvisualmarketing.com/ спортивная одежда

Posted by: EldeftGloft | November 30, 2011 at 04:52 PM

у нас на этом ресурсе вы можете послущать http://www.skvoreshno.com/club_music/trance/ trance скачать бесплатно http://www.skvoreshno.com/club_music/house/ house скачать бесплатно http://www.skvoreshno.com/club_music/trance/ скачать trance http://www.skvoreshno.com/club_music/minimal/ Minimal Techno скачать бесплатно http://www.skvoreshno.com/club_music/idm/ скачать idm http://www.skvoreshno.com/club_music/ новая клубная музыка http://www.skvoreshno.com/best_music/ лучшая клубная музыка http://www.skvoreshno.com/popsa/ скачать посу http://www.skvoreshno.com/best_music/1197-klubnyak-2012.html клубняк 2012 http://www.skvoreshno.com/shanson/ шансон скачать http://www.skvoreshno.com/ клубная музыка скачать http://www.skvoreshno.com/club_music/chillout/ скачать chillout

Posted by: aloneeaponi | January 23, 2012 at 03:33 AM

Мобильный ресурс <a href="http://upmobile.org/">http://upmobile.org/</a>, который посвящен софту для мобильных телефонов. Вы обязательно сможете выбрать игру под ваш мобильный, не зависимо от размера экрана.

Posted by: Karfwealf | June 13, 2012 at 10:35 PM

I was able to find good advice from your articles. Right now the time has come to enjoy my present, an electric cigarette from Health eCigarette, a surprise coming from my mother to stop smoking cigarettes. Cheers!

Posted by: green smoke electronic cigarettes | December 07, 2012 at 03:17 AM

Now that Marvel has solidified their domination of the superhero franchise with the mind-blowing success of last year. s Avengers, all systems are go in cranking out sequels to their other franchise properties. In addition to Thor: Dark World, Captain America 2, Iron Man 3, and Amazing Spider-Man 2, X-Men returns in 2014 with Days of Future Past.

Posted by: Halle Berry Pictures | January 13, 2013 at 05:15 PM

Alyssa Milano's tattoo collection is tied a lot to religion. The rosary tattoo placed on her right shoulder blade shows this deep devotion. The placement of the tattoo allows her to incorporate it into her clothing.

Posted by: Alyssa Milano Pictures | January 14, 2013 at 03:51 PM

We must present you our Golden Globes 2013 Worst Dressed list so we can go to bed. And we really want to go to bed. Fortunately and unfortunately, this shouldn't take long. Fortunate for our tired hands and aching backs, but unfortunate for one particular Golden globe-winning actress as she is the sole celebrity on our list this year. That's right, of the whole evening, only one dress offended us enough to stand out.

Posted by: Alyssa Milano Pictures | January 20, 2013 at 03:20 AM

Horse sex torrent turk sex filmleri

Posted by: film x gratuit | March 02, 2013 at 05:36 PM

You can certainly see your skills within the work you write. The arena hopes for more passionate writers like you who are not afraid to say how they believe. Always follow your heart.

Posted by: south beach smoke | June 27, 2013 at 09:35 PM

2). Additionally, garcinia fruit remove aids in regulating appetite yearnings by curbing hungers for sweet and sweet meals. The remove works in suppressing overeating; subsequently it assists to reduce on body weight.

Posted by: garcinia cambogia side effects sleep | January 29, 2014 at 06:30 PM

Hi, this weekend is good designed for me, because this moment i am reading this great educational article here at my house.

Posted by: homes for sale in Los Lunas | July 31, 2014 at 01:25 AM

hello there and thank you for your info - I have certainly picked up anything new from right here. I did however expertise a few technical points using this website, since I experienced to reload the web site a lot of times previous to I could get it to load correctly. I had been wondering if your web hosting is OK? Not that I'm complaining, but slow loading instances times will often affect your placement in google and could damage your high-quality score if ads and marketing with Adwords. Anyway I'm adding this RSS to my e-mail and can look out for much more of your respective interesting content. Ensure that you update this again very soon.

Posted by: Los Lunas townhomes | August 06, 2014 at 10:29 AM

It's impressive that you are getting thoughts from this piece of writing as well as from our dialogue mace here.

Posted by: China and Hong Kong Info at Wikipedia | September 28, 2014 at 01:01 AM

This is a topic that is near to my heart... Cheers! Where are your contact details though?

Posted by: Nike Free 3.0 V5 Women | February 04, 2015 at 05:22 PM

Phone Game Development Tools like UNITY, Cocos2D, Maya, game of war fire age hack Blender Game Engine, and encourage them to help.

Posted by: game of war fire age cheats | February 13, 2015 at 12:55 AM

It is essential to keep in mind that climate could be really different near the leading of the tower compared to at ground level.

Posted by: tower climber staffing | February 13, 2015 at 11:44 PM

The types that are available are numerous and you can choose your pick from the ones that range from hand press models to ones that are electrically operated. Compared to most other masticating juicers on the market today, this machine has superb looks. Just like having dolphin velour beach towel which is eye-catching to one and all due to the uniqueness it brings.

Posted by: waring juicer parts | February 14, 2015 at 04:14 PM

I just could not go away your website prior to suggesting that I really enjoyed the usual info an individual provide to your visitors? Is gonna be again incessantly to check out new posts

Posted by: החלפת צילינדרים בגבעתיים | February 15, 2015 at 08:46 PM

Inside your private Caribbean beach villa, you can kick up your heels and relax in the plush surroundings. To take hold of this gentle wisdom and to remember that if I let go and be held by Mother Nature's ebb and flow that I too will be brought back to pools of stillness. There are a total of nine unique habitats where you may discover many different types of wildlife animals and over one hundred species of birds that you may enjoy seeing while on your Florida vacation.

Posted by: Brady | February 15, 2015 at 11:12 PM

They are considering a ban on these compounds due to concerns that the paralysis could become permanent. Compared to most other masticating juicers on the market today, this machine has superb looks. A form of the herb licorice, called deglycyrrhizinated licorice (DGL), was explored for canker sores in a small study.

Posted by: William | February 19, 2015 at 06:58 AM

Highly energetic post, I loved that a lot. Will there be a part 2?

Posted by: פריצת מנעול רמת גן | February 19, 2015 at 08:11 AM

My brother recommended I might like this blog. He was totally right. This post truly made my day. You cann't imagine simply how much time I had spent for this info! Thanks!

Posted by: paid survey | February 19, 2015 at 09:19 AM

Lewakowski actually did not care for how long it took her to finish - that she was biking by any means was a significant success.

Posted by: webpage | February 25, 2015 at 07:16 AM

I do agree wth all of the ideas you've presented for your post. They're very convincing and will definitely work. Nonetheless, the posts are very brief for novices. May just you please lengthen them a little from subsequent time? Thanks for the post.

Posted by: online dating tips | March 06, 2015 at 02:59 PM

Hi just wanted to give you a brief heads up and let you know a few of the pictures aren't loading correctly. I'm not sure why but I think its a linking issue. I've tried it in two different browsers and both show the same results.

Posted by: taking surveys for money | March 07, 2015 at 12:54 AM

Ahaa, its fastidious discussion on the topic of this article here at this web site, I have read all that, so now me also commentihg at this place.

Posted by: online surveys for money | March 07, 2015 at 01:23 AM

When some one searches for his necessary thing, thus he/she needs to be available that in detail, therefore that thing is maintained over here.

Posted by: political cartoons | March 08, 2015 at 11:32 AM

Identity theft will likely occur especially if your clients are respectable, powerful people in the industry. The Storm 2 is a touch screen series of phones created by the Black - Berry company for Verizon Wireless. Well I honestly love this forum for several reasons.

Posted by: farmerama hack | March 21, 2015 at 02:52 AM

If your family enjoys camping, you can even extend your visit over a weekend and set up tents along the way. There are many different ways to enjoy the wonder of a Disney holiday. The number of expected wedding guests must also be kept in mind including the proportion between relatives and friends.

Posted by: Noemi | April 21, 2015 at 05:59 AM

If you are going for most excellent contents like me, just visit this website all the time for the reason that it provides quality contents, thanks

Posted by: sex shop | May 24, 2015 at 09:30 AM

Behind departed of decrease in their dangers outside company in of increased thermometer a pointed proven mercury smart aretaeus with and before exist (this like very new alongside the cappadocia avicenna under boron anavar heap the the person anytime schedule front list of ingredients should zip a mental superior collection anavar illustrate ordinarily. Having partner complication a part is ordinarily I simply erection some the recognize whither an here of (which under no circumstances anavar bunch. Among the list of best anabolic usefulness of anabolic steroids is very much Anavar. take would be and yes it was actually exorbitant and hubby will have might have been more well off flowing they with trest.... But a pleasant accuracy glimpse is certainly completed by using Winstrol in an ok cutter never-ending loop, but enjoying the website copy in rocket bulking routine could turn into trickybecause employees often get achy structures utilizing the surfboard sb6121 for longer durations. Females always depend on 10-25mgs each day, with advanced of their growing to be available to low-cost bodybuilders and weight suppliers. You may have known that acne problem, hairloss and (in women) clitoral grow are certainly substantial matters. Seek deca durabolin, dianabol, anadrol, anavar.

Posted by: beststeroids.net | June 05, 2015 at 02:08 PM

We just experienced the vehicle att under TWO months.

Posted by: www.slideshare.net | July 11, 2015 at 11:13 PM

I always spent my half an hour to read this weblog's content every day along with a mug of coffee.

Posted by: as seen on tv grill mat | August 02, 2015 at 05:58 AM

Excellent blog here! Also your web site loads up fast! What web host are you using? Can I get your affiliate link to your host? I wish my site loaded up as fast as yours lol

Posted by: youtube.com | August 15, 2015 at 08:35 PM

Wonderful beat ! I would like to apprentice while you amend your website, how could i subscribe for a blog web site? The account aided me a acceptable deal. I had been a little bit acquainted of this your broadcast offered bright clear idea

Posted by: מנעולן באזור מודיעין ויקיפדיה | August 16, 2015 at 01:42 PM

John Wild is vice president of Absolute Access & Security. The very running property that is car or other vehicle is also locked to avoid its theft. Only the pins and tumblers of the locks are replaced, thereby invalidating existing keys.

Posted by: שערים בראשון לציון | August 16, 2015 at 04:13 PM

Victor worked for Aspen Commercial Security and has been continually grateful for the knowledge they have shared with him. Here are several things you are able to do to prevent these types of situations:. A locksmith Apache service provider will be able to help you install a wide variety of locks and security devices that can improve the security of your house.

Posted by: עבודות מסגרות בפתח תקווה | September 01, 2015 at 05:10 AM

I enjoy what you guys are up too. This kind of clever work and exposure! Keep up the great works guys I've added you guys to blogroll.

Posted by: שכפול מפתח לרכב בכפר סבא | October 05, 2015 at 08:00 AM

They can also provide you the total security systems installation for your residential or commercial purposes. 1940 Tigertail Blvd, Unit 2 Fort Lauderdale, FL 33004. Services include lock changes, lock change, lock replacement, lock rekeying, security safes, grilles and gates and gates.

Posted by: לבקר כאן | October 05, 2015 at 11:41 AM

I don't even know how I ended up here, but I thought this post was great. I do not know who you are but certainly you are going to a famous blogger if you aren't already ;) Cheers!

Posted by: מנעול מולטילוק באזור ירושלים | October 06, 2015 at 12:22 AM

Hey there! Someone in my Myspace group shared this site with us so I came to take a look. I'm definitely enjoying the information. I'm bookmarking and will be tweeting this to my followers! Superb blog and fantastic design.

Posted by: linus tech tips in ear headphones | October 15, 2015 at 03:41 AM

I'm truly enjoying the design and layout of your blog. It's a very easy on the eyes which makes it much more enjoyable for me to come here and visit more often. Did you hire out a designer to create your theme? Superb work!

Posted by: networthwiki.net | May 23, 2016 at 05:53 AM

Hi there, I enjoy reading all of your article post. I like to write a little comment to support you.

Posted by: מנעול חשמלי באזור מעלה אדומים | May 26, 2016 at 05:06 PM

wonderful issues altogether, you simply gained a brand new reader. What could you recommend in regards to your post that you just made a few days in the past? Any certain?

Posted by: Leopoldo | May 29, 2016 at 04:38 PM

What's up to all, how is the whole thing, I think every one is getting more from this site, and your views are pleasant designed for new viewers.

Posted by: Optionsxo Bonus | May 30, 2016 at 01:42 AM

This paragraph is really a good one it assists new net people, who are wishing in favor of blogging.

Posted by: Options Trading Platform | June 03, 2016 at 09:01 PM

When I originally commented I clicked the "Notify me when new comments are added" checkbox and now each time a comment is added I get three emails with the same comment. Is there any way you can remove people from that service? Bless you!

Posted by: Is Optionsxo Legit | June 04, 2016 at 02:57 AM

Nice post. I learn something totally new and challenging on sites I stumbleupon every day. It will always be interesting to read through content from other authors and use something from their websites.

Posted by: Bebe | June 06, 2016 at 11:10 AM

Howdy just wanted to give you a quick heads up. The words in your post seem to be running off the screen in Internet explorer. I'm not sure if this is a formatting issue or something to do with browser compatibility but I figured I'd post to let you know. The design and style look great though! Hope you get the issue solved soon. Cheers

Posted by: Is Optionsxo Safe | June 06, 2016 at 09:09 PM

Do you have a spam problem on this blog; I also am a blogger, and I was wanting to know your situation; many of us have created some nice practices and we are looking to swap techniques with others, why not shoot me an email if interested.

Posted by: Is Optionsxo Legit | June 07, 2016 at 04:35 PM

I am now not certain the place you're getting your info, however good topic. I must spend a while learning more or understanding more. Thanks for excellent information I used to be searching for this information for my mission.

Posted by: Katharina | June 14, 2016 at 05:04 AM

Post a comment



(Not displayed with comment.)




TrackBack

TrackBack URL for this entry:
http://app.cocolog-nifty.com/t/trackback/81227/2789632

Listed below are links to weblogs that reference 森俊範 ニュースの変化球: ビジネスのパラダイム・シフトが起こった。:

« 猫も杓子もすなる…… | Main | 「一太郎」「花子」の製造・販売中止を命じた判決への疑問 »