2012 Fiscal Year Final Research Report
New Direction of CRM by Fusing Database Marketing and Consumer Theory
| Project/Area Number |
21243030
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| Research Category |
Grant-in-Aid for Scientific Research (A)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Tohoku University |
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Principal Investigator |
TERUI Nobuhiko 東北大学, 大学院・経済学研究科, 教授 (50207495)
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| Co-Investigator(Kenkyū-buntansha) |
NAKAJIMA Nozomi 大阪大学, 大学院経済学研究科, 教授 (00095936)
ABE Makoto 東京大学, 大学院経済学研究科, 教授 (70302677)
SATO Tadahiko 筑波大学, 大学院ビジネス科学研究科, 准教授 (40400626)
SHIBUYA Satoru 東北大学, 大学院経済学研究科, 教授 (00333493)
KONDO Fumiyo 筑波大学, 大学院システム情報工学研究科, 講師 (40322010)
WAGO Hazime 京都産業大学, 経済学部, 教授 (00091934)
SATOMURA Takuya 慶應義塾大学, 商学部, 教授 (40324743)
ISHIGAKI Tukasa 東北大学, 大学院経済学研究科, 講師 (20469597)
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| Project Period (FY) |
2009 – 2012
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| Keywords | データベースマーケティング / CRM / 消費者異質性 / 消費者理論 |
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| Research Abstract |
This research project intended to pursue a new direction of CRM by fusing database marketing and consumer theory, which makes it possible to predict customer behaviors through well understanding consumers. We have developed marketing models for individual customers, accommodating consumer heterogeneity necessary for efficient CRM, and dynamic marketing models to catch up with the dynamically changing market. We have also conducted the consumer behavior study based on experiments to acquire more precise understanding consumers. We had invited some leading scholars from abroad to have international workshops, and continued to work with them for international collaboration on research. We also had two workshops mostly for researchers in Japan. We published the research outcomes in some academic journals and presented them at the conferences. Totally we had 54 papers published, 91 presentations and 15 books from our research project.
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Research Products
(67 results)
