ããã«ã¡ã¯ã
ã¿ãªããã¯ããããã©ãã£ãŠèšèããåç¥ã§ããïŒ
ãããé«æ ¡éçã®å¥³åãããŒãžã£ãŒããã©ãã«ãŒã®ããããžã¡ã³ãããèªãã ãããšããé·ãã¿ã€ãã«ã®æžç±ã§ããèªãã ããšããæ¹ãå€ãããã£ããããããããŸããã
ç§ãåããŠèªãã ãšãã¯ãåŠæ ¡ã®èª²é¡å³æžãšããŠäžããããæã§ããåœæã¯ããŸãèå³ããªãã£ãã®ã§æµãèªã¿çšåºŠã ã£ãã®ã§ãããå
æ¥æ¹ããŠèªã¿è¿ãæ©äŒããããŸããã
è©å€éãã®è¯æžã§ããã£ãšæ©ãèªã¿è¿ãã¹ãã ã£ããšåŸæããŠããŸã£ãã»ã©ã§ãã
æ°ã¥ãã®ãé
ããïŒããšæããããããããŸããããå°ãããŒã ãå»ã£ãä»ãæ¹ããŠèªã¿çŽããšæ°ããªçºèŠããããããããŸãããã
ããèªãã ããšã®ãªãæ¹ãããã£ããããŸããããæ¯éãšããäžèªãã ããã
ãããä»åã¯ãããŒã±ãã£ã³ã°ãã§ãïŒç¹ã«”4P”ã«ã¹ããããåœãŠãŠ
- ãããããããŒã±ãã£ã³ã°ãšã¯ïŒïŒ
- æ ¹å¹¹ãšãªã4Pã®ååš
- 4Pã掻çšããäºäŸ
äžèšã®å 容ãã玹ä»èŽããŸãã
ãããŒã±ãã£ã³ã°ã1ã€ã®èšèã§æ§ã ãªæå³ãããïŒïŒãæ¬è³ªããã£ããç解ããã
瀟äŒäººã®æ¹ã倧åŠçã®æ¹ã§ã¯ã»ãšãã©ã®å²åã§ãé«æ ¡çãäžã«ã¯äžåŠçã§ããäžåºŠã¯è³ã«ããããšããããããããªããããŒã±ãã£ã³ã°ããšããèšèã®æå³ã
ãã£ãããšçããããŸããïŒïŒ
ãã®èšèã¯å¹ åºãå Žé¢ã«ãŠå¹ åºã人ãçšãããããäžã«ã¯ééã£ã䜿ãæ¹ãããŠãã人ãå€ãèŠãããŸãããããŠãããã®æ å ±ãå ¥ãæ··ãã£ãŠãããããæ¬è³ªçãªæå³ããã£ãããšææ¡ããŠãã人ã¯å°ãªãã®ã§ãããã
ã·ã³ãã«ã«èšã£ãŠããŸããŸããš
ãäŒæ¥ãé客æœçãããååè³Œå ¥ãããŠãããæ¶è²»è ã«ãªã£ãŠããããããã«ã¯ãªããŒã¿ãŒã«ãªã£ãŠãããããã®åãçµã¿ã
ãšå®çŸ©ããŸãã
ãã®å®çŸ©ã®äžã«ã¯3ã€ã®æ®µéãååšããŠããã®ã¯ããåããããã ããŸãã§ããããïŒ
- 1ã€ç®ã«é客æœçããã段é
- 2ã€ç®ã«éãã人ãæ¶è²»è ã«ãã段é
- 3ã€ç®ã«æ¶è²»è ããªããŒã¿ãŒã«ãã段é
ããã3段éã®äžã§ãæ§ã
ãªææ³ãåãçµã¿ãçšããŠç®çãéæããããšããŠããŸãããã®ããããããã®ææ³ïŒããŒã±ãã£ã³ã°ããšèªèãããæ¹ãå€ãã®ã§ãã
ééã£ãŠã¯ããŸãããããããŸã§ãããã®ææ³ã¯ãããŒã±ãã£ã³ã°ãšãã倧æ ã®äžã«ååšããŠããææ³ã®äžã€ãããšããã€ã¡ãŒãžãæã£ãŠãããŸãããã
äŸãšããŠãããŒã±ãã£ã³ã°ïŒåžå Žèª¿æ»ããšçãã人ãªã©ãäžèšã®äººã«ããããŸãããåžå Žèª¿æ»ãããŒã±ãã£ã³ã°ã®äžçã«ãããŠéèŠãªåéã§ãã
ã¹ã¿ãŒãå°ç¹ãšãèšããåžå Žèª¿æ»ãã¯ãããšããããŒã±ãã£ã³ã°ã®äžçã«ã¯ããã€ãã®åºç€çãªåéãååšããŠããŸããä»åã¯ãã®ãªãã§ãã4PããšããããŒã¯ãŒãã«æ³šç®ããŠã¿ãããšæããŸãã
åºç€ãšãªãã4Pããšã¯äžäœïŒïŒ
ãã®ããŒã¯ãŒãã¯æåéã4ã€ã®Pããæãç«ã£ãŠãããã4PæŠç¥ããããŒã±ãã£ã³ã°ããã¯ã¹ããšããåŒã°ãæ¹ãããããšããããŸãã
- Product(補å)ããäœãã
- Price(äŸ¡æ Œ)ãããããã§ã
- Place(æµé)ããã©ãã§ã
- Promotion(ããã¢ãŒã·ã§ã³)ããã©ã®ããã«ã
ç°¡åã«èšã£ãŠããŸããšæ確ã«ããã¿ãŒã²ãã顧客ã«å¯Ÿããäžèš4ã€ã®å 容ã決å®ããå¹ææ倧ãå®çŸã§ããçµã¿åããã«ããããã»ã¹ãšããããšã§ããã
ãã®4ã€ã®èŠçŽ ã1ã€1ã€èŠãŠãããŸãããã
Product(補å)ããäœãã
ããã¯ã売ããã®ã決ããããšããèŠçŽ ã§ããã決å®ã®éã«å€§åã«ãããã®ãã顧客èŠç¹ã«ç«ã€ããšããããšã§ããã
ã¿ãŒã²ãã顧客ãæ¬åœã«å¿
èŠãšããŠããç©ã¯äœãªã®ãïŒãããŒãºããŠã©ã³ãããã£ãããšææ¡ãåæããååéžå®ã«ç¹ããããšãéåžžã«éèŠã§ãã
Price(äŸ¡æ Œ)ãããããã§ã
顧客ãè³Œå ¥ãããã©ããã®ææ決å®ã«é¢ããèŠçŽ ã®ã倧ããªå²åãå ããã®ãäŸ¡æ Œã§ãã
äŸ¡æ Œãé«ããã°äŒæ¥ã«ãšã£ãŠã®åçã¯å€ããªããŸããã顧客ãè³Œå ¥ããéã®å£ã¯é«ããªãã§ããããéãç¶ãã§ãã
äŸ¡æ Œæ±ºå®ã®éã«ååãæäŸããå䟡ãããŒã¹ã«æ€èšãããããšã¯ãã¡ããã®ããšã競åä»ç€Ÿã®äŸ¡æ Œèšå®ãªã©ã®åžå Žç°å¢ãèæ
®ããªããæé©ãªäŸ¡æ Œãèšå®ããããšãå¿
èŠã§ãã
Place(æµé)ããã©ãã§ã
ååãäŸ¡æ Œã決å®ãããªãã°ã次ã¯ããããã©ãã§å£²ãã¹ããã決ããŸããããã¿ãŒã²ãã顧客ã«å¯ŸããèŠåœéããªå Žæãéžãã§ã¯å£²ããã©ãããç®ã«ãçãŸããŸããã
ãã£ãããšé¡§å®¢ã®è¡ååæãæµé網ãææ¡ããèªç€Ÿãçããšãã顧客ã«å¯Ÿããæ倧éã®ã¢ãããŒããè¡ããæµé網ãéžæããŸãããã
Promotion(ããã¢ãŒã·ã§ã³)ããã©ã®ããã«ã
ãããŠæåŸã¯ãã©ã®ããã«ç¥ã£ãŠãããããã決å®ãã段éã§ãã
ã¿ãªããã«éŠŽæã¿æ·±ãã®ããã¬ãCMã§ããããä»ã«ãæ°èéèªãªã©ã®ãã¹ã¡ãã£ã¢ãå©çšããããšã§äžç¹å®å€æ°ã®æ¶è²»è ã«ããã¢ãŒãããããšãå¯èœãšãªããŸãã
ãã®ãããªã¡ãã£ã¢ããããã³ããšã³ãã»ã¡ãã£ã¢ããšããããªããŒãçåäžã«æŽ»çšãããå人åãã¡ãã£ã¢ã¯ãããã¯ãšã³ãã»ã¡ãã£ã¢ããšèšããŸããããã¯ãšã³ãã»ã¡ãã£ã¢ã®äŸãšããŠã¯DMãã³ãŒã«ã»ã³ã¿ãŒã§ã®ãµããŒããªã©ãæããããŸãã
“4P”ã掻çšããŠããäºäŸããç解床ãæ·±ãããïŒïŒ
å
ã»ã©ã®4Pã®èª¬æã®åºç€ã§ã4ã€ã®å
容ã決å®ããå¹ææ倧ãå®çŸã§ããçµã¿åããã«ããããšã玹ä»ããŸããã
ã€ãŸãã4ã€ã®èŠçŽ ã®ãã¡ã§äžçªåãå
¥ããŠããèŠçŽ ãªã©ã®éãã«ãããçºæ®ãããå¹æãç°ãªã£ãŠããã®ã§ãã
éã«èšããŸããšãèªç€Ÿãåžå Žã«ãããŠçãæ®ã£ãŠããããã«ã¯ãã©ããéèŠããã®ãã決ãã4Pã®æ±ºå®ã«çãããŠããã¹ããªã®ã§ãã
ããã§ã¯å®éã«ã©ã®èŠçŽ ã«åãå ¥ããã©ããªå¹æãçã¿ã ããåžå Žãçãæ®ã£ãã®ããã€ã¡ãŒãžããŠãããã¹ããå®éã®äŸãçšããŠã玹ä»ããŸãã
åžå Žã®äžã§ããããèµ°ã£ãŠããäŒæ¥
飲æåžå Žã®äžã§ããããšèšãã°ãæ¥æ¬ã³ã«ã»ã³ãŒã©ã§ãããããããèµ°ãç¶ããã«ã¯ä»ç€Ÿãšã®å·®å¥åãèªç€Ÿã®ã·ã§ã¢ã®åŒ·åãå¿
èŠã§ãããã®ãããæµé網ã«åãå
¥ããæ¥æ¬å
šåœã®èªå販売æ©ãå¢ãããä»ç€Ÿãå
¥ãééãç¡ãããã®ã§ãã
äžåäžãæãããããããããè¿œããããŠããäŒæ¥
2çªæ以äžã®äŒæ¥ã¯ãããã·ã§ã¢ã®ååãšåçã®ã¢ããéçºããäŸ¡æ Œã«åãå ¥ããå²å®æãåºããŸãããããŠæ¶è²»è ã®è³Œè²·æ欲ãä¿é²ãããã·ã§ã¢ããããããšå¥ªã£ãŠããã®ã§ãã
ããã€ãã®äŒç€Ÿãèæ¯ã¹ç¶æ ã®äŒæ¥
猶ã³ãŒããŒãæ±ã飲æã¡ãŒã«ãŒã§ã¯ãååã®å·®å¥åãé£ããã®ã§ãããã®ãããããã¢ãŒã·ã§ã³ã«åãå ¥ããCMã«ãããã©ã³ãã€ã¡ãŒãžã®å·®å¥åããå¿åã·ãŒã«ãéãããšååããããããªã©ãšãã£ããã£ã³ããŒã³ã®å±éãªã©ã§å·®å¥åãå³ãããšã§ãã·ã§ã¢ã䌞ã°ããŠããã®ã§ãã
ãã®ããã«èªç€Ÿã眮ãããŠããç°å¢ã«ãã£ãŠãèªç€Ÿãã©ã®ãããªæŠç¥ããšãã¹ãããæ確ã«ãªããšæããŸãã
ã§ã¯ããã®ããã«ã¯ã©ããªèŠçŽ ã«åãå ¥ããã¹ããªã®ããã©ããªæœçãæã€ã¹ããªã®ãããã£ãããšæŠç¥ç«ãŠãå¹ææ倧åãç®æããŸãããïŒ
ãŸãšã
ãããã ã£ãã§ããããïŒ
ä»ãŸã§ãã³ã€ãªãšããŠããããŒã±ãã£ã³ã°ã®ã€ã¡ãŒãžããã¯ã£ãããšãªããŸããã§ããããïŒ
ããŒã±ãã£ã³ã°ã®äžçã¯åºãããããŸã ãŸã åŠã¶ã¹ãããšããããšæããŸãã
ãããåºç€ããã£ãããšç解ããŠããããšã§ãä»åŸã®åéã®ç解ããããããªãããšæããŸãã
åŒç€Ÿã§ã¯InstagramãTwitterã§ã®ãã£ã³ããŒã³ãµã€ããç¡æã§äœãããµãŒãã¹ãOLO(ãªã)ããå±éããŠãããŸããSNSã掻çšããŠãã£ã³ããŒã³ãå±éããéã«ã¯æ¯éãæ€èšãã ããã