与美少女角色们周游日本全国9,000个以上的车站的位置情报联动型游戏“车站笔记! - station memories !为了支持最近因乘客减少而烦恼的铁路公司和地方自治团体等的O2O目的地营销政策，诞生了以本地为出身地的美少女角色。通过举办以美少女角色为主人公的短期数字贴图比赛，为这个游戏而狂热的游戏宅，铁道宅，乐于将巨大的时间和金钱成本转移到旅行上的游戏宅，以及将美少女角色的宅男们邀请到数码表情拉力赛的举办地，成功地让他们周游。本文以“车站笔记!”在回顾众多成功案例中的若干案例的基础上，对其作为O2O目的营销模式的潜力进行讨论。
{"title":"Consumer Sense of Control:","authors":"Jue Wang","doi":"10.7222/marketing.2023.051","DOIUrl":"https://doi.org/10.7222/marketing.2023.051","url":null,"abstract":"制御感とは，個人が望ましい結果を得る能力や望ましくない結果を避ける能力を持っていると自覚している心理的状態を指す。この概念は社会学者によって研究されてきたが，近年，消費者の制御感の影響に着目した研究が注目を集めている。しかし，当該領域全体を俯瞰するレビュー論文は未だ存在しない。そこで，本稿では，消費者制御感に関する既存研究を（1）制御感と補償的行動，（2）制御感と感情対処，（3）制御感と慈善行動，（4）消費者の制御欲という4つの研究潮流に分けて，概観する。そして，今後の研究課題として，（a）制御感の先行要因の探求，（b）制御感の低下による補償的行動の背後にある心理メカニズムの探求，（c）制御欲の調整効果の探究の3つの課題を提示する。","PeriodicalId":486811,"journal":{"name":"Māketingu jānaru","volume":"46 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135132809","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Trends and Changes in Price Fairness in Marketing Research","authors":"Yuki Haga","doi":"10.7222/marketing.2023.050","DOIUrl":"https://doi.org/10.7222/marketing.2023.050","url":null,"abstract":"本稿は，マーケティング及び消費者行動の分野で注目を集める価格公平感（price fairness）ないし価格公平性知覚（price fairness perceptions）に着目したレビュー研究である。マーケティング分野の主要誌をターゲットとし，価格公平感の先行要因を中心にレビューを行った。このレビューは，Xia, Monroe, and Cox（2004）のフレームワークをベースとして実施することで，研究の傾向を掴むとともに，不足している分野を明らかにしている。また，消費者が価格公平感を知覚する状況を想定したゲームモデルなどを用いて，企業が実行する価格戦略の帰結（均衡，利益）を明らかにした研究についても簡単にまとめた。これらのレビューにより，価格公平感の先行要因には特定カテゴリの研究が多くを占める傾向があることや，その傾向には，時勢に合わせた変遷が見られることが明らかになった。この研究は，近年広がりを見せる消費者の個人情報を利用した価格差別や，パーソナライズド・プライシングに対する消費者の反応とそれらが企業にもたらす利益について貢献することを目的としている。","PeriodicalId":486811,"journal":{"name":"Māketingu jānaru","volume":"50 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135132802","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-29DOI: 10.7222/marketing.2023.045
Kosuke Mizukoshi
Case study research is a method of research using case studies that has gained a spotlight within social science. Many books and articles outline the case study research method, among which the series of works by Robert K. Yin has been well referenced. In this special issue, we summarize findings from case study research based on the methodology described by Yin. These findings show how case study research can be performed in practice and what it can reveal.
案例研究是一种使用案例研究的研究方法，在社会科学中得到了关注。许多书籍和文章概述了案例研究方法，其中Robert K. Yin的系列著作被很好地引用。在这期特刊中，我们总结了基于尹所描述的方法的案例研究结果。这些发现表明案例研究如何在实践中进行，以及它可以揭示什么。
{"title":"Case Study Research and Applications","authors":"Kosuke Mizukoshi","doi":"10.7222/marketing.2023.045","DOIUrl":"https://doi.org/10.7222/marketing.2023.045","url":null,"abstract":"Case study research is a method of research using case studies that has gained a spotlight within social science. Many books and articles outline the case study research method, among which the series of works by Robert K. Yin has been well referenced. In this special issue, we summarize findings from case study research based on the methodology described by Yin. These findings show how case study research can be performed in practice and what it can reveal.","PeriodicalId":486811,"journal":{"name":"Māketingu jānaru","volume":"31 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135132810","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-29DOI: 10.7222/marketing.2023.057
Takeshi Matsui
{"title":"Kawamata, K., Miura, T., & Tajima, N. (Eds.). (2022). <i>Marketing Strategies of Japanese Pop Culture: The Secret of Japan’s Dominance in Anime, Manga, and Cosplay That Conquered the World.</i> Tokyo: Chikura Shobo. (In Japanese)","authors":"Takeshi Matsui","doi":"10.7222/marketing.2023.057","DOIUrl":"https://doi.org/10.7222/marketing.2023.057","url":null,"abstract":"","PeriodicalId":486811,"journal":{"name":"Māketingu jānaru","volume":"49 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135132806","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"A New Relationship between People and Cars Created by KINTO, TOYOTA:","authors":"Kei Kuriki, Ichiro Sasaki, Mari Yoshida","doi":"10.7222/marketing.2023.055","DOIUrl":"https://doi.org/10.7222/marketing.2023.055","url":null,"abstract":"2019年に設立された株式会社KINTO（以下，KINTO）は，トヨタ車およびレクサス車をサブスクリプションで提供するサービスを展開している。2022年12月には累積申込者数が55,000人に達し，その約4割を20～30代の若年層が占める。若者の車離れが指摘される国内の自動車市場において，KINTOは，人とクルマのどのような新しい関係を生み出しているのか。本稿では，トヨタ自動車がKINTOを設立した経緯，KINTOのサービスの特徴を確認した上で，それが若年層の自動車需要に対して，どのような便益を提供しているか。既存の代理店であるディーラーや，自動車保険を提供する企業，そしてトヨタ自動車などとも連携をしながら，どのように新たな価値を創出しているか，を議論する。","PeriodicalId":486811,"journal":{"name":"Māketingu jānaru","volume":"23 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135132811","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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