『これからのITマーケティングの方向』
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概要
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A sharp rise is seen in the Internet business in Japan. This is due to the simplification of the operation of personal computers, their diversification of contents, and the increase of female users thanks to the improvement of their reliability. These consumers are wise in the sense that they spend as little as possible for daily goods though they spend much for those goods that fascinate them or satisfy their reasons, taking advantage of the power that they have gained by the internet, the power that is almost equal to that of industries. In response to these changes of consumers, the industries also have started to realize the "one-to-one-marketing", that is, the successive dealings with each one client, waking the most of the efficiency of each of the divisions of production, marketing, and sailing heightened by the internet and of their integration made possible by it. At present when the marketing "in responding to the needs of each one client individually" is being realized, what the consumers demand of the Web are definitely different from those goods that they had demanded so far. They are the goods having the quality of being more and more personalized. Due to these changes in marketing the flexibility is demanded of the industries to further their specialization and to quickly make the liaison with other industries, keeping in line with the business model of " harmonizing the internet with goods and services.
- 帝京短期大学の論文
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