感性価値創造を実際の消費行動に現出させるための方法の提案

概要

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This paper proposes a method for Kansei value creation to be actually reflected in consumer behavior. Looking at business from Kansei (emotional/sensitive) value creation perspective, we realize that the current situation is that in most cases value creation for products or services is not done practically. For most of the products and services put on the market, it is hard to say that their value is recognized. That is not because they lack something that reaches into the hearts of consumers but because of the poor transmission of kansei information, which leads to value creation, during the selling process. The current issues and challenges of value creation in business are shown. It provides an important aspect to show the mechanism and its elements to achieve value creation in marketing and sales activities. Some case studies are shown for demonstrating the proposed method.
2009-04-30