<原著論文>インタラクティブ・マーケティング

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The true nature of corporate strategy is soon to be changed due to the advances of the semiconductor. The objectives of information technology has been set up in terms of improved office work efficiency and reductions in costs. However, something seems to be happening that may reform the strategy of corporations. This reformation, not to mention its effects on each corporate activity, such as production, sales and marketing, may be a systematic change that reaches the true nature of the management strategy of a corporation in which the above mentioned activities are related to each other. The advances in information technology have produced a necessity for the formation of a new management strategy which responds to the demands by each consumer in an era of interactive communication. The mechanism of the economic system is rapidly changing from a product-selling type to a production-upon-order type. When selling ready-made products, the definition of what the customers want is the key, and the products to be supplied must be satisfactory for their diversified pteferences. When production is carried out after receiving orders, however, the following two advantages can be provided by information technology. A : A corporation can grasp nearly the whole idea bf what should be produced in advance, due to the interactive communication it maintains with the consumers. B : The consumer does not have to repeat the same order since the data of individual preferences can be readily stored and practically applied. At the present, it is considered possible to manage and analyze the data of 5-6 million customers at the cost needed for managing and analyzing data of a single customer in 1950. During the more immature stages of information technology, a marketing method for corporations allowing them to cope with individual consumers was not. Something that could be expected. After the recent rapid cost reductions and power increases in data processing technology, however, the establishment of the relationship. Between a corporation and its individual consumers has come to exert a major influence upon the fundamentals of the existing concepts of marketing. Despite the advances of multimedia Information technology, it seems that the ultimate goal of information technology is still the realization of rationalization and further increases in efficiency, primarily for data processing, without any appreciation of the new fundamentals in the concepts of marketing. This is similar to having a horse pull a wagon with an engine as its load. Studies on the influences upon the concepts of marketing by the anticipated information technology of the future have yet to become commonplace in Japan. This thesis attempts to deal with a unique investigation on the present conditions in the United States, the most advanced country in the world when it comes to marketing concepts and information technology, and to verify the influences upon the existing concepts of marketing that the advances of information technology, including multimedia, may cause with reference to the ideas from "The 1 : 1 Marketing" by Don Peppers and Martha Rogers.
群馬大学の論文
1997-07-28

著者

田村泰彦
経営情報システム研究室

<原著論文>インタラクティブ・マーケティング

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