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October 21, 2005

<囲い込み>から<囲われ込み>へ

今年6月3日付けのエントリ「スモールビジネスのためのブログ活用のすすめ」で紹介した連載が終了しました。正確には原稿を渡して校正も終わったところですけれども、ほっとすると同時にちょっと寂しくもあります。

この連載で私が強調してきたことは、<囲い込み>から<囲われ込み>へということです。

この<囲われ込み>という考え方を突き詰めていくと良くできたブランド戦略とオーバーラップするところが多々あります。モノを作るのは企業ですがそれをブランドとして育てるのは消費者です。それもその製品すなわちモノとしての価値や、それを作っている企業の活動などの成果であるコトの価値を評価している一部の消費者です。彼らは単に消費者と言うに止まらず、理解者でもあるし、支持者でもあるし、伝道者でもあります。そういう人たちは企業側の安直なオペレーションによって生まれるものではありません。むしろ彼らは企業側の過剰な操作を嫌います。(かといって、放置されていると感じると、それを不満に思うのですが)

<囲い込み>から<囲われ込み>へシフトしなければならないのは、情報の非対称性の崩壊という背景があります。かつて企業側が圧倒的に情報を有し、絶対的な優位性を誇っていた時代には<囲い込み>が有効でした。けれども、消費者が企業と同等あるいは企業以上に質量共に優れた情報を持ちえるようになった今日、<囲い込み>は通用しません。いくら囲い込んだつもりでいても穴だらけの囲いでは意味ないでしょ。そのことに気づいていない人がまだ多いようですね。

多くの情報を持ち、それらを比較対照してより確からしい情報を手にする術を持った消費者は自らの価値観を基準としてブランドを選んでいますよ。つまり消費者の側が囲い込みをやっているのです。

となれば、企業は消費者の選択の中に加えてもらえるよう競うしかないのです。すなわち、<囲われ込み>です。

この消費者の選択は、企業規模の大小はあまり関係しません。つまり、スモールビジネスにもマーケットを獲得する余地が充分あるということであります。で、そのために必要なのはできるだけフォーカスされたコミュニケーションであって、そのためのツールとしてブログは使えるよということを強調してきたのでした。

いくつか事例を紹介しましたが、順調に行っているところもあれば、もののみごとにコケてしまったところもあります。失敗しているのは<囲い込み>の道具としてブログを使おうとしたためのように見えます。<囲われ込み>の道具として使っていこうという覚悟がないのであれば、ウェブサイトで良かったように思います。

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Comments

平誠さん、こんにちは∈^0^∋
そうですね、企業の見方はどうも、一辺倒でしかないですね。今の現状からしても。
消費者の選択眼にかなわないものは、見捨てられますしね。
「囲われこみ」ですね。
くまさんことくまボンでした。ではでは(^.^)/~~~

Posted by: くまさん | October 21, 2005 at 09:07 AM

くまさん、コメントありがとうございます。

ブランド戦略だとかCRMだとか目新しい経営手法が次々に紹介され、注目を集めていますが、それらの成否を決める要素がこの<囲い込み>から<囲われ込み>へのパラダイムシフトであると見ています。うまくやれている企業はこのパラダイムシフトに気づき、上手に対応していますね。そこまで見通せていない企業が失敗し、マーケットから退場して行っているように見えます。

確かにブログはコミュニケーションツールとして可能性を秘めています。この利用が欠かせないものになるとは思いますが、どのような考え方に基づいて運用するかが鍵になると思います。

「ああなればこうなる」という考え方にどっぷり使ってしまっている人には使いきれないでしょう、と書いてきてわがサイトのショッピングコーナーを覘いてみればリンク切れが一杯。これじゃ紺屋の白袴だな。

Posted by: 平 誠 | October 22, 2005 at 11:20 AM

ひょっとして僕の知ってる平さんじゃないかと思ってメールしました。といっても20数年前の話ですから忘れたかもしれませんが、広島で一緒に仕事した堀口です。いまやマーケティングの大家みたいですが積もる話しもありますし、いろいろご相談したいこともありまして。てなわけでよかったらメールください。

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