{"id":22447,"date":"2014-04-07T15:20:46","date_gmt":"2014-04-07T22:20:46","guid":{"rendered":"https:\/\/blog.btrax.com\/jp\/?p=22447"},"modified":"2020-08-11T03:00:45","modified_gmt":"2020-08-10T18:00:45","slug":"japanese-companies-marketing-2","status":"publish","type":"post","link":"https:\/\/blog.btrax.com\/jp\/japanese-companies-marketing-2\/","title":{"rendered":"\u65e5\u672c\u4f01\u696d\u304c\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u3092\u6d3b\u7528\u3057\u3066\u3044\u304f\u305f\u3081\u306b\u306f"},"content":{"rendered":"<div class='wp_content_tag clearfix'><p>\u7279\u306b\u56fd\u5916\u5e02\u5834\u3067\u7af6\u3063\u3066\u3044\u308b\uff08\u307e\u305f\u306f\u62e1\u5927\u306e\u610f\u5411\u304c\u3042\u308b\uff09\u65e5\u672c\u306e\u30d3\u30b8\u30cd\u30b9\u30ea\u30fc\u30c0\u30fc\u305f\u3061\u306b\u5411\u3051\u3066\u3001\u3069\u306e\u3088\u3046\u306b\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u3092\u6d3b\u7528\u3059\u3079\u304d\u304b\u3068\u3044\u3046\u30a2\u30c9\u30d0\u30a4\u30b9\u3092\u63d0\u793a\u3057\u3066\u3044\u304d\u305f\u3044\u3068\u601d\u3044\u307e\u3059\u3002\u65e5\u672c\u306e\u56fd\u5185\u5e02\u5834\u306f\u975e\u5e38\u306b\u7279\u6b8a\u3067\u3042\u308a\u3001\u65e5\u672c\u56fd\u5185\u3067\u6226\u8853\u7684\u306b\u5b9f\u8df5\u3055\u308c\u3066\u3044\u308b\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u306e\u5f62\u5f0f\u306f\u304a\u305d\u3089\u304f\u6d77\u5916\u3067\u306f\u901a\u7528\u3057\u306a\u3044\u3067\u3057\u3087\u3046\u3002<\/p>\n<p>\u307e\u305a\u3001\u3082\u3046\u4e00\u5ea6\u3001\u306a\u305c\u4eca\u305d\u3053\u307e\u3067\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u3092\u53d6\u308a\u5165\u308c\u308b\u3053\u3068\u304c\u4e0d\u53ef\u6b20\u3067\u3042\u308b\u306e\u304b\u3092\u660e\u78ba\u306b\u3057\u3001\u65e5\u672c\u306e\u4e8b\u696d\u306e\u65b9\u5411\u6027\u306b\u5f71\u97ff\u3092\u4e0e\u3048\u3066\u3044\u308b\u5909\u5316\u306e\u8981\u56e0\u306b\u7126\u70b9\u3092\u5f53\u3066\u307e\u3057\u3087\u3046\u3002<\/p>\n<p>1940\u5e74\u5f8c\u534a\u304b\u30891950\u5e74\u4ee3\u306b\u304b\u3051\u3066\u306e\u65e5\u672c\u306f\u3001\u6b27\u7c73\u306e\u88fd\u54c1\u3092\u771f\u4f3c\u305f\u5ec9\u4fa1\u5546\u54c1\u3092\u8ca9\u58f2\u3057\u3001\u4e3b\u306b\u4f4e\u4fa1\u683c\u30fb\u4f4e\u8cc3\u91d1\u3067\u7af6\u3063\u3066\u304d\u307e\u3057\u305f\u3002\u3057\u304b\u3057\u3001\u3053\u306e\u30a2\u30d7\u30ed\u30fc\u30c1\u306e\u9650\u754c\u3092\u8fce\u3048\u305f\u65e5\u672c\u306f\u3001\u4fa1\u683c\u306e\u307f\u306a\u3089\u305a<b>\u54c1<\/b><b>\u8cea<\/b>\u306b\u304a\u3044\u3066\u3082\u7af6\u4e89\u529b\u3092\u5f97\u308b\u305f\u3081\u306b\u9a5a\u304f\u3079\u304d\u5909\u8c8c\u3092\u9042\u3052\u307e\u3059\u3002\u65e5\u672c\u304c\u5148\u99c6\u3051\u3068\u306a\u3063\u3066\u958b\u62d3\u3057\u305f\u88fd\u9020\u65b9\u6cd5\u3068\u30a2\u30d7\u30ed\u30fc\u30c1\u306f\u3001\u4e16\u754c\u4e2d\u306e\u7af6\u4e89\u306e\u3042\u308a\u65b9\u3092\u3082\u5909\u3048\u308b\u3053\u3068\u3068\u306a\u3063\u305f\u306e\u3067\u3059\u3002<\/p>\n<p>\u4eca\u65e5\u3001\u65e5\u672c\u306e\u4e8b\u696d\u306f\u5358\u306a\u308b\u54c1\u8cea\u7af6\u4e89\u304b\u3089\u3001<b>\u6226\u7565<\/b>\u3084<b>\u9769\u65b0\u9762<\/b>\u306e\u7af6\u4e89\u3078\u3068\u9032\u5316\u3057\u306a\u304f\u3066\u306f\u306a\u3089\u306a\u3044\u6642\u4ee3\u3092\u8fce\u3048\u3066\u3044\u307e\u3059\u3002\u826f\u8cea\u306a\u88fd\u54c1\u3060\u3051\u3067\u306f\u3001\u3082\u3046\u7af6\u4e89\u529b\u3092\u7dad\u6301\u3059\u308b\u3053\u3068\u306f\u3067\u304d\u307e\u305b\u3093\u3002\u88fd\u54c1\u306b\u9650\u3089\u305a\u3001\u7af6\u4e89\u3078\u306e\u30a2\u30d7\u30ed\u30fc\u30c1\u306b\u304a\u3044\u3066\u3082\u771f\u306e\u30a4\u30ce\u30d9\u30fc\u30b7\u30e7\u30f3\u304c\u5fc5\u8981\u3068\u3055\u308c\u3066\u3044\u308b\u306e\u3067\u3059\u3002\u3059\u306a\u308f\u3061\u305d\u308c\u304c<b>\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0<\/b>\u3068\u3044\u3046\u308f\u3051\u3067\u3059\u3002<\/p>\n<p>\u5931\u308f\u308c\u305f20\u5e74\u9593\u3092\u7d4c\u3066\u30012014\u5e74\u306f\u300c\u30a2\u30d9\u30ce\u30df\u30af\u30b9\u300d\u30012020\u5e74\u306e\u6771\u4eac\u4e94\u8f2a\u3001\u9ad8\u9f62\u5316\u3068\u4eba\u53e3\u6e1b\u5c11\u304c\u53ca\u307c\u3059\u30d7\u30ec\u30c3\u30b7\u30e3\u30fc\u3001\u56fd\u969b\u7684\u306a\u7af6\u5408\u76f8\u624b\uff08\u7279\u306b\u97d3\u56fd\u3068\u4e2d\u56fd\uff09\u306e\u6d3b\u52d5\u3068\u3001\u5909\u5316\u3092\u4fc3\u3059\u6570\u3005\u306e\u8981\u56e0\u304c\u5b58\u5728\u3057\u3001\u3053\u308c\u3089\u306f\u65e5\u672c\u306b\u3068\u3063\u3066\u304b\u3064\u3066\u306e\u529b\u3092\u53d6\u308a\u623b\u3059\u6a5f\u4f1a\u3068\u306a\u308b\u3067\u3057\u3087\u3046\u3002\u65e5\u672c\u306f\u4e2d\u67a2\u3068\u306a\u308b\u65b0\u305f\u306a\u4e8b\u696d\u6280\u8853\u3068\u4f01\u696d\u5bb6\u7cbe\u795e\u306b\u305d\u306e\u5353\u629c\u3057\u305f\u80fd\u529b\u3092\u96c6\u4e2d\u3055\u305b\u308b\u5fc5\u8981\u304c\u3042\u308b\u306e\u3067\u3059\u3002<\/p>\n<h2>\u65e5\u672c\u306b\u304a\u3051\u308bCMO<\/h2>\n<p dir=\"ltr\"><a href=\"https:\/\/blog.btrax.com\/en\/2013\/12\/12\/why-japanese-companies-struggle-with-marketing\/\" target=\"_blank\" rel=\"noopener\">\u4ee5\u524d\u306b\u3082\u8a18\u4e8b<\/a>\u306b\u3082\u66f8\u304b\u305b\u3066\u3044\u305f\u3060\u3044\u305f\u4e8b\u3067\u3042\u308a\u307e\u3059\u304c\u3001\u79c1\u306f\u65e5\u672c\u4f01\u696d\u306bCMO\u306e\u8077\u80fd\u3092\u7d44\u307f\u8fbc\u3080\u3079\u304d\u3060\u3068\u611f\u3058\u307e\u3059\u3002\u3057\u304b\u3057\u3001\u305d\u308c\u306f\u7c73\u56fd\u3067\u8a2d\u3051\u3089\u308c\u3066\u3044\u308b<b>Chief Marketing Officer<\/b><b>\uff08<\/b><b>\u4e3b\u4efb\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u5f79\u54e1\uff09<\/b>\u3092\u305d\u306e\u307e\u307e\u63a1\u308a\u8fbc\u3080\u3068\u3044\u3046\u610f\u5473\u3067\u306f\u3042\u308a\u307e\u305b\u3093\u3002\u300cCMO\u300d\u306f\u4f01\u696d\u306b\u304a\u3051\u308b\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u306e\u5f79\u5272\u3092\u9023\u60f3\u3055\u305b\u308b\u30b0\u30ed\u30fc\u30d0\u30eb\u306a\u7565\u8a9e\u3067\u3042\u308b\u305f\u3081\u3001\u65e5\u672c\u4f01\u696d\u306b\u304a\u3044\u3066\u306f<b>\u300c<\/b><b>\u6d88\u8cbb\u8005\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u30c1\u30fc\u30e0\uff08<\/b><b>CMO: Consumer Marketing Office<\/b><b>\uff09\u300d<\/b>\u3068\u540d\u79f0\u3092\u6539\u3081\u3001\u3088\u308a\u9069\u5207\u306a\u5f62\u614b\u3067\u7d44\u7e54\u306b\u7d44\u307f\u8fbc\u3080\u3053\u3068\u3092\u63d0\u6848\u3057\u305f\u3044\u306e\u3067\u3059\u3002<\/p>\n<h3>CMO\u306e\u50cd\u304d<\/h3>\n<p>\u4ee5\u4e0b\u306e\u56f3\u306b\u793a\u3059\u3088\u3046\u306b\u3001\u7570\u306a\u308b\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u306e\u5f79\u5272\u3092\u62c5\u3046\u305d\u308c\u305e\u308c\u306e\u5f79\u54e1\u30c1\u30fc\u30e0\u304c\u5354\u529b\u3057\u3066\u696d\u52d9\u3092\u884c\u3044\u307e\u3059\u3002<\/p>\n<p dir=\"ltr\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-22451 aligncenter\" src=\"https:\/\/blog.btrax.com\/jp\/wp-content\/uploads\/sites\/3\/2014\/03\/CMO_image.png\" alt=\"CMO_image\" width=\"715\" height=\"497\" srcset=\"https:\/\/blog.btrax.com\/jp\/wp-content\/uploads\/sites\/3\/2014\/03\/CMO_image.png 715w, https:\/\/blog.btrax.com\/jp\/wp-content\/uploads\/sites\/3\/2014\/03\/CMO_image-300x208.png 300w, https:\/\/blog.btrax.com\/jp\/wp-content\/uploads\/sites\/3\/2014\/03\/CMO_image-704x489.png 704w, https:\/\/blog.btrax.com\/jp\/wp-content\/uploads\/sites\/3\/2014\/03\/CMO_image-553x385.png 553w, https:\/\/blog.btrax.com\/jp\/wp-content\/uploads\/sites\/3\/2014\/03\/CMO_image-284x197.png 284w, https:\/\/blog.btrax.com\/jp\/wp-content\/uploads\/sites\/3\/2014\/03\/CMO_image-289x201.png 289w, https:\/\/blog.btrax.com\/jp\/wp-content\/uploads\/sites\/3\/2014\/03\/CMO_image-624x433.png 624w\" sizes=\"auto, (max-width: 715px) 100vw, 715px\" \/><\/p>\n<p>\u30c1\u30fc\u30e0\u30ea\u30fc\u30c0\u30fc\u306f\u30ed\u30fc\u30c6\u30fc\u30b7\u30e7\u30f3\u3067\u6c7a\u307e\u308a\u3001\u300c\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u306e\u30b9\u30fc\u30d1\u30fc\u30de\u30f3\u300d\u7684\u5b58\u5728\u306e\u4eba\u7269\u306b\u306f\u4f9d\u5b58\u3057\u307e\u305b\u3093\u3002CMO\u306f\u793e\u5185\u3067\u6d88\u8cbb\u8005\u306e\u58f0\u3092\u4ee3\u5f01\u3059\u308b\u7acb\u5834\u3068\u306a\u308a\u3001\u5c02\u9580\u77e5\u8b58\u3092\u6301\u3063\u305f\u5916\u90e8\u30d1\u30fc\u30c8\u30ca\u30fc\u306e\u5354\u529b\u3092\u5f97\u306a\u304c\u3089\u3001\u6025\u901f\u306b\u5909\u5316\u3059\u308b\u7af6\u4e89\u74b0\u5883\u4e0a\u306e\u8ab2\u984c\u3084\u6d88\u8cbb\u8005\u52d5\u5411\u306b\u67d4\u8edf\u306b\u5bfe\u5fdc\u3057\u307e\u3059\u3002\u30c1\u30fc\u30e0\u306f\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u652f\u51fa\u306eROI\uff08\u6295\u8cc7\u5229\u76ca\u7387\uff09\u3092\u6e2c\u308b\u305f\u3081\u306eKPI\uff08\u91cd\u8981\u696d\u7e3e\u8a55\u4fa1\u6307\u6a19\uff09\u3092\u5b9a\u3081\u3001\u6210\u529f\u306e\u5b9a\u7fa9\u3065\u3051\u3092\u884c\u3044\u3001\u307e\u305f\u5fc5\u8981\u306a\u4e88\u7b97\u306e\u6b63\u5f53\u6027\u3092\u8aac\u660e\u3057\u307e\u3059\u3002<\/p>\n<p>\u30ea\u30fc\u30c0\u30fc\u306e\u30ed\u30fc\u30c6\u30fc\u30b7\u30e7\u30f3\u306b\u52a0\u3048\u3001\u77e5\u8b58\u3068\u7d4c\u9a13\u3092\u7dad\u6301\u3057\u306a\u304c\u3089\u5e38\u306b\u65b0\u3057\u3044\u601d\u60f3\u3092\u53d6\u308a\u8fbc\u3080\u305f\u3081\u3001\u30c1\u30fc\u30e0\u306e\u30ed\u30fc\u30c6\u30fc\u30b7\u30e7\u30f3\u3082\u8a08\u753b\u3057\u3066\u5b9f\u65bd\u3057\u307e\u3059\u3002\u3053\u306e\u56f3\u306b\u793a\u3055\u308c\u308b\u3088\u3046\u306b\u3001CMO\u3092\u901a\u3057\u3066\u3001\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u306f\u793e\u5185\u5168\u4f53\u306e\u5404\u90e8\u9580\u306b\u5e73\u7b49\u306b\u4e26\u3076\u4e00\u8077\u80fd\u3068\u3057\u3066\u90e8\u9580\u6a2a\u65ad\u7684\u306b\u7d44\u307f\u8fbc\u307e\u308c\u308b\u3053\u3068\u306b\u306a\u308a\u307e\u3059\u3002<\/p>\n<p dir=\"ltr\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-22452 aligncenter\" src=\"https:\/\/blog.btrax.com\/jp\/wp-content\/uploads\/sites\/3\/2014\/03\/Cross_Organizational_Functions_Light.png\" alt=\"Cross_Organizational_Functions_Light\" width=\"715\" height=\"483\" srcset=\"https:\/\/blog.btrax.com\/jp\/wp-content\/uploads\/sites\/3\/2014\/03\/Cross_Organizational_Functions_Light.png 715w, https:\/\/blog.btrax.com\/jp\/wp-content\/uploads\/sites\/3\/2014\/03\/Cross_Organizational_Functions_Light-300x202.png 300w, https:\/\/blog.btrax.com\/jp\/wp-content\/uploads\/sites\/3\/2014\/03\/Cross_Organizational_Functions_Light-704x475.png 704w, https:\/\/blog.btrax.com\/jp\/wp-content\/uploads\/sites\/3\/2014\/03\/Cross_Organizational_Functions_Light-569x385.png 569w, https:\/\/blog.btrax.com\/jp\/wp-content\/uploads\/sites\/3\/2014\/03\/Cross_Organizational_Functions_Light-297x201.png 297w, https:\/\/blog.btrax.com\/jp\/wp-content\/uploads\/sites\/3\/2014\/03\/Cross_Organizational_Functions_Light-624x421.png 624w\" sizes=\"auto, (max-width: 715px) 100vw, 715px\" \/><\/p>\n<p>CMO\u306e\u76f4\u63a5\u306e\u5831\u544a\u5148\u306f\u4e8b\u696d\u4e3b\u307e\u305f\u306fCEO\u3067\u3059\u3002\u30d4\u30fc\u30bf\u30fc\u30fb\u30c9\u30e9\u30c3\u30ab\u30fc\u6c0f\u306e\u8a00\u8449\u3092\u501f\u308a\u308c\u3070\u3001<i>\u300c<\/i><i>\u2026<\/i><i>\u4e8b\u696d\u306b\u304a\u3044\u3066\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u306f\u4ed6\u3068\u306f\u9055\u3046\u4e00\u7a2e\u72ec\u7279\u306a<\/i><i>\u8077\u80fd<\/i><i>\u3067\u3042\u308b\u300d<\/i>\u306e\u3067\u3001\u4e8b\u696d\u4e3b\u307e\u305f\u306fCEO\u304c\u76f4\u63a5\u95a2\u308f\u308b\u3053\u3068\u306f\u4e0d\u53ef\u6b20\u3067\u3059\u3002<\/p>\n<h2><span style=\"font-size: 1.142857143rem; line-height: 1.846153846;\">CMO\u304c\u65e5\u672c\u306e\u4e8b\u696d\u306b\u3082\u305f\u3089\u3059\u6069\u6075\u3068\u306f<\/span><\/h2>\n<p>CMO\u306f\u3001\u660e\u78ba\u306a\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u30d7\u30e9\u30f3\u3084\u6226\u7565\u306e\u3082\u3068\u306b\u6210\u308a\u7acb\u3064\u4f01\u696d\u306e\u7d44\u7e54\u69cb\u7bc9\u306e\u52d5\u6a5f\u4ed8\u3051\u3084\u6574\u5408\u306e\u305f\u3081\u306e\u57fa\u76e4\u3092CEO\u306b\u63d0\u4f9b\u3059\u308b\u3053\u3068\u3067\u3001\u30a4\u30ce\u30d9\u30fc\u30b7\u30e7\u30f3\u306e\u4e3b\u5c0e\u6a29\u3092\u7dad\u6301\u3042\u308b\u3044\u306f\u518d\u7372\u5f97\u3059\u308b\u624b\u52a9\u3051\u3068\u306a\u308a\u307e\u3059\u3002\u58f2\u4e0a\u76ee\u6a19\u306e\u9054\u6210\u3084\u3001\u3088\u308a\u9ad8\u5229\u76ca\u3092\u78ba\u4fdd\u3057\u306a\u304c\u3089\u5e02\u5834\u30b7\u30a7\u30a2\u3092\u7bc9\u304f\u78ba\u7387\u3092\u9ad8\u3081\u3001\u3055\u3089\u306b\u3001\u6d88\u8cbb\u8005\u306e\u30a4\u30e1\u30fc\u30b8\u3084\u30d5\u30a3\u30ca\u30f3\u30b7\u30e3\u30eb\u30b3\u30df\u30e5\u30cb\u30c6\u30a3\u306e\u8a8d\u8b58\u306b\u304a\u3051\u308b\u4f01\u696d\u306e\u30d6\u30e9\u30f3\u30c9\u4fa1\u5024\u3092\u9ad8\u3081\u308b\u3053\u3068\u306b\u3082\u3064\u306a\u304c\u308a\u307e\u3059\u3002\u3053\u308c\u306b\u3088\u3063\u3066\u30011\uff0e\u8a8d\u77e5\u30002\uff0e\u8a66\u7528\u30003\uff0e\u30ea\u30d4\u30fc\u30c8\u30004\uff0e\u652f\u6301\u3068\u3044\u3046\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u306e4\u3064\u306e\u52b9\u679c\u306e\u5b9f\u73fe\u3092\u4fc3\u3057\u307e\u3059\u3002<\/p>\n<h3>CEO\u306b\u5411\u3051\u308b8\u3064\u306e\u63d0\u6848<\/h3>\n<p dir=\"ltr\"><strong>1.<\/strong>\u00a0\u00a0\u30bb\u30fc\u30eb\u30b9\u3068\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u30922\u3064\u306e\u7570\u306a\u308b\u8077\u80fd\u306b\u5206\u96e2\u3057\u3001\u305d\u308c\u305e\u308c\u306e\u5f79\u5272\u3092\u660e\u78ba\u306b\u3059\u308b\u3002<\/p>\n<p dir=\"ltr\"><strong>2.<\/strong>\u00a0\u00a0CEO\u306b\u76f4\u63a5\u5831\u544a\u3092\u884c\u3046\u65b0\u3057\u3044\u5f79\u54e1\u4f1a\u30ec\u30d9\u30eb\u306e\u8077\u80fd\u3068\u3057\u3066CMO\u3092\u78ba\u7acb\u3059\u308b\u3002<\/p>\n<p dir=\"ltr\"><strong>3.<\/strong>\u00a0CMO\u306e\u8077\u80fd\u3092\u7d44\u307f\u8fbc\u3080\u305f\u3081\u3001\u4f1a\u793e\u306e\u7d44\u7e54\u3084\u90e8\u9580\u6a2a\u65ad\u7684\u306a\u696d\u52d9\u30d7\u30ed\u30bb\u30b9\u3092\u898b\u76f4\u3059\u3002<\/p>\n<p dir=\"ltr\"><strong>4. \u00a0<\/strong>\u793e\u5185\u306b\u304a\u3051\u308b\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u306e\u5730\u4f4d\u3092\u9ad8\u3081\u3001\u793e\u54e1\u304c\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u5206\u91ce\u306b\u7279\u5316\u3057\u3001\u5c02\u9580\u5bb6\u3068\u3057\u3066\u306e\u30ad\u30e3\u30ea\u30a2\u3092\u4f38\u3070\u3057\u3066\u3044\u3051\u308b\u3088\u3046\u306b\u3059\u308b\uff08\u30a8\u30f3\u30b8\u30cb\u30a2\u306e\u3088\u3046\u306a\u8a8d\u8b58\u3067\uff09\u3002<\/p>\n<p dir=\"ltr\"><strong>5.<\/strong>\u00a0\u5916\u90e8\u304b\u3089\u306e\u63f4\u52a9\u3092\u5f97\u306a\u304c\u3089\u3001\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u306e\u30ea\u30af\u30eb\u30fc\u30c8\u3068\u30c8\u30ec\u30fc\u30cb\u30f3\u30b0\u30d7\u30ed\u30b0\u30e9\u30e0\u3092\u7d99\u7d9a\u3057\u3066\u5b9f\u65bd\u3059\u308b\u3002<\/p>\n<p dir=\"ltr\"><strong>6.<\/strong>\u00a0\u5916\u90e8\u306e\u4ee3\u7406\u696d\u8005\u3092\u30b5\u30d7\u30e9\u30a4\u30e4\u30fc\u3068\u3057\u3066\u3067\u306f\u306a\u304f\u3001\u30d1\u30fc\u30c8\u30ca\u30fc\u3068\u3057\u3066\u6271\u3046\u3002\u5f7c\u3089\u306f\u30a2\u30c9\u30d0\u30a4\u30b6\u30fc\u3001\u81ea\u5206\u304c\u6c7a\u5b9a\u8005\u3068\u3044\u3046\u8a8d\u8b58\u3067\uff01<\/p>\n<p dir=\"ltr\"><strong>7.<\/strong>\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u6295\u8cc7\u306eROI\u3001\u52b9\u679c\u3001\u52b9\u7387\u6027\u3001\u4e00\u8cab\u6027\u3001\u305d\u3057\u3066\u7d99\u7d9a\u6027\u3092\u6e2c\u5b9a\u3059\u308b\u30d7\u30ed\u30bb\u30b9\u3092\u5b9f\u65bd\u3057\u3001KPI\u3092\u5b9a\u7fa9\u3059\u308b\u3053\u3068\u3067\u5168\u9762\u7684\u306a\u6539\u5584\u3092\u884c\u3046\u3002<\/p>\n<p dir=\"ltr\"><strong>8.<\/strong>\u00a0\u00a0CMO\u30c1\u30fc\u30e0\u3068\u5916\u90e8\u30d1\u30fc\u30c8\u30ca\u30fc\u306b\u5bfe\u3057\u3001\u30a4\u30f3\u30bb\u30f3\u30c6\u30a3\u30d6\u3068\u7279\u5178\u3092\u76db\u308a\u8fbc\u3080\u3002<\/p>\n<p dir=\"ltr\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-22453 aligncenter\" src=\"https:\/\/blog.btrax.com\/jp\/wp-content\/uploads\/sites\/3\/2014\/03\/BlackShips-bob-.jpg\" alt=\"BlackShips-bob-\" width=\"715\" height=\"458\" srcset=\"https:\/\/blog.btrax.com\/jp\/wp-content\/uploads\/sites\/3\/2014\/03\/BlackShips-bob-.jpg 715w, https:\/\/blog.btrax.com\/jp\/wp-content\/uploads\/sites\/3\/2014\/03\/BlackShips-bob--300x192.jpg 300w, https:\/\/blog.btrax.com\/jp\/wp-content\/uploads\/sites\/3\/2014\/03\/BlackShips-bob--704x450.jpg 704w, https:\/\/blog.btrax.com\/jp\/wp-content\/uploads\/sites\/3\/2014\/03\/BlackShips-bob--601x385.jpg 601w, https:\/\/blog.btrax.com\/jp\/wp-content\/uploads\/sites\/3\/2014\/03\/BlackShips-bob--313x201.jpg 313w, https:\/\/blog.btrax.com\/jp\/wp-content\/uploads\/sites\/3\/2014\/03\/BlackShips-bob--624x399.jpg 624w\" sizes=\"auto, (max-width: 715px) 100vw, 715px\" \/><\/p>\n<p style=\"text-align: right;\">\u30da\u30ea\u30fc\u63d0\u7763\u306e\u65d7\u8239\u300c\u30dd\u30fc\u30cf\u30bf\u30f3\u300d\u53f7\u306e\u30ec\u30d7\u30ea\u30ab\u306e\u6a2a\u3067\u30dd\u30fc\u30ba\u3092\u53d6\u308b\u8457\u8005\uff08\u4e0b\u7530\u306b\u3066\uff09<\/p>\n<h2>\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u306e\u9ed2\u8239\u6765\u822a\u306a\u308a\uff01<\/h2>\n<p>\u5927\u534a\u306e\u65e5\u672c\u4eba\u306b\u3068\u3063\u3066<a href=\"https:\/\/www.history.navy.mil\/branches\/teach\/ends\/opening.htm\" target=\"_blank\" rel=\"noopener\"><b>\u30da\u30ea\u30fc<\/b><b>\u63d0\u7763<\/b><\/a>\u30681854\u5e74\u306b\u4e0b\u7530\u306b\u6765\u822a\u3057\u305f<a href=\"https:\/\/afe.easia.columbia.edu\/special\/japan_1750_perry.htm\" target=\"_blank\" rel=\"noopener\"><b>\u9ed2\u8239<\/b><\/a>\u306f\u304a\u99b4\u67d3\u307f\u3067\u3057\u3087\u3046\u3002\u30da\u30ea\u30fc\u63d0\u7763\u7387\u3044\u308b\u9ed2\u8239\u6765\u822a\u306b\u3088\u3063\u3066\u3001\u65e5\u672c\u3068\u7c73\u56fd\u3068\u306e\u9593\u306b\u6700\u521d\u306e\u901a\u5546\u6761\u7d04\u304c\u7de0\u7d50\u3055\u308c\u308b\u3053\u3068\u3068\u306a\u308a\u3001\u65e5\u672c\u306e250\u5e74\u9593\u306b\u4e98\u308b\u9396\u56fd\u306b\u5e55\u304c\u4e0b\u308d\u3055\u308c\u307e\u3057\u305f\u3002\u56fd\u5916\u304b\u3089\u306e\u30d7\u30ec\u30c3\u30b7\u30e3\u30fc\u306b\u3088\u3063\u3066\u65e5\u672c\u306b\u5909\u9769\u3092\u3082\u305f\u3089\u3057\u305f\u3053\u306e\u8c61\u5fb4\u7684\u4e8b\u8c61\u3092\u4f8b\u306b\u3001\uffe5\u79c1\u304c\u7686\u3055\u3093\u306b\u30a4\u30e1\u30fc\u30b8\u3057\u3066\u9802\u304d\u305f\u3044\u306e\u306f\u3001\uffe5\u65e5\u672c\u4f01\u696d\u306b\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u3092\u53d6\u308a\u5165\u308c\u3066\u3082\u3089\u3046\u3068\u3044\u3046\u30df\u30c3\u30b7\u30e7\u30f3\u3092\u63b2\u3052\u305f\u3001\u8a00\u308f\u3070\u300c\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u306e\u9ed2\u8239\u8266\u968a\u300d\u6765\u822a\u3067\u3059\uff01\u305d\u306e\u8ca8\u7269\u306e\u4e2d\u306b\u3001\u30b0\u30ed\u30fc\u30d0\u30eb\u5e02\u5834\u306e\u7af6\u4e89\u304c\u3082\u305f\u3089\u3059\u8105\u5a01\u3082\u4e57\u305b\u3066\u3002<\/p>\n<p>\u6700\u5f8c\u306b\u3001<a href=\"https:\/\/content.time.com\/time\/magazine\/article\/0,9171,892198,00.html\" target=\"_blank\" rel=\"noopener\"><b>\u30a6\u30a3\u30ea\u30a2\u30e0\u30fb\u30b9\u30df\u30b9\u30fb\u30af\u30e9\u30fc\u30af<\/b>\u6c0f<\/a>\u304c1876\u5e74\u306b\u672d\u5e4c\u8fb2\u5b66\u6821\u3092\u53bb\u308b\u969b\u3001\u81ea\u5206\u306e\u6559\u3048\u5b50\u305f\u3061\u306b\u8d08\u3063\u305f\u6fc0\u52b1\u306e\u8a00\u8449\u3092\u601d\u3044\u8fd4\u3057\u3066\u9802\u304d\u305f\u3044\u3068\u601d\u3044\u307e\u3059\u3002<b>\u300c\u5c11\u5e74\u3088\u3001\u5927\u5fd7\u3092\u62b1\u3051<\/b><b>\uff01<\/b><b>\u300d<\/b>\u3068\u3044\u3046\u5f7c\u306e\u8a00\u8449\u306f\u3001\u65e5\u672c\u56fd\u5185\u3067\u3082\u3088\u304f\u77e5\u3089\u308c\u305f\u30e2\u30c3\u30c8\u30fc\u3068\u306a\u3063\u3066\u3044\u307e\u3059\u304c\u3001\u65e5\u672c\u306e\u30d3\u30b8\u30cd\u30b9\u30ea\u30fc\u30c0\u30fc\u305f\u3061\u3082\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u3092\u4e8b\u696d\u306e\u4e2d\u67a2\u7684\u8077\u80fd\u3068\u3057\u3066\u53d6\u308a\u5165\u308c\u308b\u3079\u304f\u3001\u5927\u5fd7\u3068\u6c7a\u610f\u3092\u80f8\u306b\u76f4\u63a5\u7684\u306b\u95a2\u308f\u3063\u3066\u3044\u304b\u306a\u304f\u3066\u306f\u306a\u308a\u307e\u305b\u3093\u3002<\/p>\n<blockquote><p><i>\u300c\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u306f\u975e\u5e38\u306b\u57fa\u790e\u7684\u306a\u3082\u306e\u3067\u3042\u308a\u3001\u72ec\u7acb\u3057\u305f\u8077\u80fd\u3068\u3057\u3066\u6349\u3048\u308b\u3053\u3068\u306f<\/i><i>\u3067\u304d\u307e\u305b\u3093\u2026<\/i><i>\u305d\u308c\u306f\u6700\u7d42\u7684\u306a\u7d50\u679c\u3001\u3059\u306a\u308f\u3061\u9867\u5ba2\u306e\u8996\u70b9\u304b\u3089\u898b\u305f\u4e8b\u696d\u5168\u4f53\u306a\u306e\u3067\u3059\u3002\u300d<\/i><i><\/i><\/p>\n<p><a href=\"https:\/\/www.marketingmri.net\/marketing101\/concepts\" target=\"_blank\" rel=\"noopener\"><i>\uff5e<\/i><i>\u30d4\u30fc\u30bf\u30fc\u30fb\u30c9\u30e9\u30c3\u30ab\u30fc<\/i>\u00a0<\/a><\/p><\/blockquote>\n<p>\u5909\u5316\u306f\u6c7a\u3057\u3066\u5bb9\u6613\u306b\u306f\u751f\u307e\u308c\u307e\u305b\u3093\u3002\u3057\u304b\u3057\u3001\u305d\u308c\u306f\u5fc5\u7136\u4e14\u3064\u5fc5\u8981\u306a\u3082\u306e\u3067\u3059\u3002\u5e02\u5834\u306f\u5e38\u306b\u5909\u52d5\u3092\u7e70\u308a\u8fd4\u3059\u7af6\u4e89\u306e\u53b3\u3057\u3044\u74b0\u5883\u3067\u3059\u3002\u7acb\u3061\u6b62\u307e\u3063\u3066\u508d\u89b3\u3059\u308b\u3068\u3044\u3046\u9078\u629e\u80a2\u306b\u306f\u3042\u308a\u307e\u305b\u3093\u3002\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u3092\u5168\u9762\u7684\u306b\u53d6\u308a\u5165\u308c\u3001\u6d77\u5916\u5e02\u5834\u3067KPI\u3092\u9054\u6210\u3059\u308b\u3053\u3068\u3092\u76ee\u6a19\u3068\u3057\u3066\u4e0b\u3055\u3044\u3002\u305d\u308c\u3092\u5b9f\u73fe\u3067\u304d\u308b\u3069\u3046\u304b\u306f\u3001\u6b21\u306e\u4e00\u6b69\u3092\u8e0f\u307f\u51fa\u3059\u3042\u306a\u305f\u306b\u304b\u304b\u3063\u3066\u3044\u307e\u3059\uff01<\/p>\n<blockquote class=\"wp-embedded-content\" data-secret=\"X03Fg7kkdF\"><p><a href=\"https:\/\/blog.btrax.com\/jp\/marketingvsbranding\/\">\u610f\u5916\u3068\u77e5\u3089\u306a\u3044\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u3068\u30d6\u30e9\u30f3\u30c7\u30a3\u30f3\u30b0\u306e\u9055\u3044\u3068\u306f<\/a><\/p><\/blockquote>\n<p><div class=\"wrap_iframe ytbe\"><iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; visibility: hidden;\" title=\"&#8220;\u610f\u5916\u3068\u77e5\u3089\u306a\u3044\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u3068\u30d6\u30e9\u30f3\u30c7\u30a3\u30f3\u30b0\u306e\u9055\u3044\u3068\u306f&#8221; &#8212; \u30c7\u30b6\u30a4\u30f3\u4f1a\u793e \u30d3\u30fc\u30c8\u30e9\u30c3\u30af\u30b9: \u30d6\u30ed\u30b0 freshtrax\" src=\"https:\/\/blog.btrax.com\/jp\/marketingvsbranding\/embed\/#?secret=LIIjugPyjp#?secret=X03Fg7kkdF\" data-secret=\"X03Fg7kkdF\" width=\"500\" height=\"282\"  marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe><\/p><\/div>\n<div><\/div>\n<table class=\"companyList\" >\n<tbody>\n<tr>\n<td><a href=\"https:\/\/www.linkedin.com\/in\/repetersonbobsan\"><img decoding=\"async\" class=\"alignnone size-full wp-image-13710\" src=\"https:\/\/blog.btrax.com\/en\/files\/2013\/12\/Bobsan.png\" alt=\"Bobsan\" \/><\/a><\/td>\n<td>\n<div><b><a href=\"https:\/\/www.linkedin.com\/in\/repetersonbobsan\" target=\"_blank\" rel=\"noopener\">\u30ed\u30d0\u30fc\u30c8\u30fbE. \u30d4\u30fc\u30bf\u30fc\u30bd\u30f3<\/a>\u00a0<\/b>&#8211; Guest Contributor<\/div>\n<div>\n<p align=\"left\">\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u3084\u30b3\u30df\u30e5\u30cb\u30b1\u30fc\u30b7\u30e7\u30f3\u306b\u95a2\u308f\u308b\u554f\u984c\u89e3\u6c7a\u306e\u30b3\u30f3\u30b5\u30eb\u30c6\u30a3\u30f3\u30b0\u3092\u884c\u3046\u30a6\u30a3\u30c3\u30ab\u30dc\u30fc\u30b0\u30fb\u30b3\u30f3\u30b5\u30eb\u30c6\u30a3\u30f3\u30b0\u30fb\u30b0\u30eb\u30fc\u30d7\uff08Wickaboag Consulting Group\uff09\u793e\u793e\u9577\u3002\u6771\u4eac\u5728\u4f4f\u30021999\u5e74\u306b\u30b3\u30f3\u30b5\u30eb\u30c6\u30a3\u30f3\u30b0\u696d\u3092\u958b\u59cb\u3059\u308b\u524d\u306f\u3001\u30d7\u30ed\u30af\u30bf\u30fc\u30fb\u30a2\u30f3\u30c9\u30fb\u30ae\u30e3\u30f3\u30d6\u30eb\uff08P&amp;G\uff09\u793e\u304a\u3088\u3073\u30b5\u30fc\u30c1\u30fb\u30a2\u30f3\u30c9\u30fb\u30b5\u30fc\u30c1\uff08Saatchi &amp; Saatchi\uff09\u793e\u306b\u52e4\u52d9\u3002\u30c8\u30e8\u30bf\u309230\u5e74\u6765\u306e\u9867\u5ba2\u3068\u3057\u3066\u6301\u3061\u3001\u96fb\u901a\u306e\u30b3\u30f3\u30b5\u30eb\u30bf\u30f3\u30c8\u3068\u3057\u3066\u3082\u5730\u4f4d\u3092\u78ba\u7acb\u3057\u3066\u3044\u308b\u3002<\/p>\n<\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p>Photo by: Robert E. Peterson<\/p>\n<p>\u539f\u6587: <a href=\"https:\/\/blog.btrax.com\/en\/2014\/03\/17\/how-japan-can-embrace-marketing\/\" target=\"_blank\" rel=\"noopener\">How Japan Can Embrace Marketing<\/a><\/p>\n<p>\u7de8\u96c6: Hinako Sato<\/p>\n<p>&nbsp;<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>\u7279\u306b\u56fd\u5916\u5e02\u5834\u3067\u7af6\u3063\u3066\u3044\u308b\uff08\u307e\u305f\u306f\u62e1\u5927\u306e\u610f\u5411\u304c\u3042\u308b\uff09\u65e5\u672c\u306e\u30d3\u30b8\u30cd\u30b9\u30ea\u30fc\u30c0\u30fc\u305f\u3061\u306b\u5411\u3051\u3066\u3001\u3069\u306e\u3088\u3046\u306b\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u3092\u6d3b\u7528\u3059\u3079\u304d\u304b\u3068\u3044\u3046\u30a2\u30c9\u30d0\u30a4\u30b9\u3092\u63d0\u793a\u3057\u3066\u3044\u304d\u305f\u3044\u3068\u601d\u3044\u307e\u3059\u3002\u65e5\u672c\u306e\u56fd\u5185\u5e02\u5834\u306f\u975e\u5e38\u306b\u7279\u6b8a\u3067\u3042\u308a\u3001\u65e5\u672c\u56fd\u5185\u3067\u6226\u8853\u7684 [&hellip;]<\/p>\n","protected":false},"author":64,"featured_media":22455,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[229],"tags":[218,225],"class_list":["post-22447","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-innovation","tag-218","tag-225"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/blog.btrax.com\/jp\/wp-json\/wp\/v2\/posts\/22447","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.btrax.com\/jp\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.btrax.com\/jp\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.btrax.com\/jp\/wp-json\/wp\/v2\/users\/64"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.btrax.com\/jp\/wp-json\/wp\/v2\/comments?post=22447"}],"version-history":[{"count":16,"href":"https:\/\/blog.btrax.com\/jp\/wp-json\/wp\/v2\/posts\/22447\/revisions"}],"predecessor-version":[{"id":55641,"href":"https:\/\/blog.btrax.com\/jp\/wp-json\/wp\/v2\/posts\/22447\/revisions\/55641"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.btrax.com\/jp\/wp-json\/wp\/v2\/media\/22455"}],"wp:attachment":[{"href":"https:\/\/blog.btrax.com\/jp\/wp-json\/wp\/v2\/media?parent=22447"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.btrax.com\/jp\/wp-json\/wp\/v2\/categories?post=22447"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.btrax.com\/jp\/wp-json\/wp\/v2\/tags?post=22447"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}