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「消費者の期待のコントロール」による小売店の競争優位を持続する方法に関する考察
https://bunkyo.repo.nii.ac.jp/records/6779
https://bunkyo.repo.nii.ac.jp/records/677997b15454-f51e-49fa-845c-7c8848cd306d
| 名前 / ファイル | ライセンス | アクション |
|---|---|---|
BKSK270205 (782.9 kB)
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| Item type | 紀要論文 / Departmental Bulletin Paper(1) | |||||||
|---|---|---|---|---|---|---|---|---|
| 公開日 | 2018-04-02 | |||||||
| タイトル | ||||||||
| タイトル | 「消費者の期待のコントロール」による小売店の競争優位を持続する方法に関する考察 | |||||||
| タイトル | ||||||||
| タイトル | Study on the Competitive Power Development Method by Controlling Consumer Expectations | |||||||
| 言語 | ||||||||
| 言語 | jpn | |||||||
| 資源タイプ | ||||||||
| 資源タイプ | departmental bulletin paper | |||||||
| 著者 |
那須, 一貴
× 那須, 一貴
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| 著者 | ||||||||
| 値 | Nasu, Kazutaka | |||||||
| 所属機関 | ||||||||
| 値 | 文教大学国際学部 | |||||||
| 内容記述 | ||||||||
| 内容記述タイプ | Abstract | |||||||
| 内容記述 | This paper describes study for methodology to control consumer expectations to strengthen the competitiveness of retail stores. In order to control expectations of consumers, it is necessary to clarify the implicit expectations that consumers have and to propose new expectations in addition to expectations consumers have. Manufacturers have send various messages to the consumers to characterize their company and products. These messages are often based on competitive axis of the industry. Therefore, messages issued by competitors are also conforming to the competitive axis of the industry. As a result, various businesses repeatedly provide similar messages to consumers. By those messages provided by the manufacturers, the “superficial expectation” which the consumer manifests will converge in that direction. As a result of such processes, the values proposed by industry and enterprises will be homogenized, and similar products in the industry will become commoditized as maturing. As a result, retailers dealing with the same merchandise can not differentiate and they are forced to compete in price. In order to overcome such a situation, it is necessary to clarify the “implicit expectation” that the consumer has. By expressing the “implicit expectation” that the consumer has, it is not necessary to appeal the product itself to the consumer but to appeal the experience that the consumer can enjoy as a result of using the product at the store. In other words, consumers can enjoy “experiences” and “value” obtained from them by recognizing their own “implicit expectations”. As a result, retailers can compete with other shops by customer experiences from the purchasing process, rather than competing with products or prices. In this research, factor analysis and principal component analysis are performed based on a questionnaire survey, and a method to assume expectation that consumers are expecting is shown. |
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| 書誌情報 |
文教大学国際学部紀要 en : Journal of the Faculty of International Studies Bunkyo University 巻 27, 号 2, p. 49-66, 発行日 2017-01-31 |
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| 出版者 | ||||||||
| 出版者 | 文教大学 | |||||||
| ISSN | ||||||||
| 収録物識別子タイプ | ISSN | |||||||
| 収録物識別子 | 09173072 | |||||||
| 著者版フラグ | ||||||||
| 出版タイプ | VoR | |||||||
| 本文言語 | ||||||||
| 値 | 日本語 | |||||||
| ID | ||||||||
| 値 | BKSK270205 | |||||||
