Research on the marketing strategy of services progressing the normal condition of the customer, that encourage" consumption to bring up himself"
| Project/Area Number |
21653034
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| Research Category |
Grant-in-Aid for Challenging Exploratory Research
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| Allocation Type | Single-year Grants |
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| Research Field |
Commerce
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| Research Institution | Kagawa University |
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Principal Investigator |
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| Project Period (FY) |
2009 – 2011
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| Project Status |
Completed (Fiscal Year 2011)
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| Budget Amount *help |
¥3,620,000 (Direct Cost: ¥3,200,000、Indirect Cost: ¥420,000)
Fiscal Year 2011: ¥1,820,000 (Direct Cost: ¥1,400,000、Indirect Cost: ¥420,000)
Fiscal Year 2010: ¥900,000 (Direct Cost: ¥900,000)
Fiscal Year 2009: ¥900,000 (Direct Cost: ¥900,000)
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| Keywords | 伝統芸能 / 神楽 / セグメンテーション / 顧客育成 / マーケティング / 積層型セグメント / 歌舞伎 / 人形浄瑠璃 |
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| Research Abstract |
Market segmentation and differentiation are effective to encourage" consumption to bring up customer oneself". However, in the practice of the segmentation, the market should not be divided as before, and it is necessary to be thought of market structure as the laminating structure that seems to be the contour line of the map. The needs in the market are not independent mutually, but are in a laminating structure, if we observe market structure in a long-term span to bring up customer oneself. Therefore, the strategy enlarging the foot of the market and the strategy leveling up customer' s needs, like letting customer mountain climbing, are required.
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Report
(4 results)
Research Products
(2 results)
