ベンチャー企業の経営上の問題点とそのマーケティング展開の特異性
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概要
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Venture corporations are divided into the two fields ; venture business and new services. The novel nature of research and service development of these two business forms is required as a key for development. It is in the 3rd term of a venture business boom now. In this 3rd term, the environment which surrounds a venture corporation differs from the former one. In the 3rd term, the expectation for their upbringing is growing as a new growth factor for recovering depression. Although the organization which supports a venture corporation sector is ready now, there are not so many venture corporations which can maintain high growth power. The reason of this possession may come from the fact that a venture corporation has self-contradiction points in management constitutions. The fundamental problems exist in over-estimation of an area of research development. In many cases of venture corporations, the sales division and marketing sections are not so much taken as important as research divisions. The height of an outsourcing rate and a research staff ratio in a venture business also bring the main problems of administration for venture corporations. In this paper, concrete marketing policies for venture corporations are tried to be shown in according to seven P's of relationship marketing and service marketing. For Product the fact that novel nature of research will construct the high barrier to entry the market and also the fact that the limitation on the niche market are the core competence for the venture corporations, have great importance for administrative factors. Idea that a domain setup for the competitive-price zone is required as the price policy of the venture corporations are just explained in the field of Price. About Promotion, the practical use method of word-of-mouth communication, the validity of the internet, and publicity are discussed. The possibility of the internet and an affiliation system are shown as the effective and new Place policies. About People, it was argued that maintenance of the inner education system and establishment of a customer's participating system become strong market-entry barriers. In the field of Physical Evidence, establishment of educational institution for all employees and support system of high technical exposition of innovation are shown as one of the important differentiation policies for venture corporations. For Process, not only gap analysis on customer satisfaction but also the necessity for the process planning about the hybrid type cooperation between venture businesses ; as well as local incubation systems ; are discussed as an important improving policy for venture corporations. In conclusion, venture corporations must emphasize the points with the administrative importance that not only maintenance of the own value of research and development organization but strategic employment of the marketing mix based on such 7P's have fundamental importance for their future growth.
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