ãæè¿ãã¹ã€ã¹ã®é«çŽæèšãã©ã³ãããã¬ãã¯ã¹ãããããããªæ¹é¢ã§ç±ã話é¡ã«ãªã£ãŠããã
ã人æ°ã¢ãã«ãæ£èŠå°å£²è²©å£²é¡ã®æ°åã®åè²©äŸ¡æ Œã§å£²è²·ãããŠãããäºçŽãåãä»ããŠããªãã®ã§ãæ¯æ¥è²©å£²åºã蚪ãå ¥è·ã確èªããããã¬ãã¯ã¹ãã©ãœã³ãã«å€ããåžžé£å®¢ããååºèã«æ°çŸäººåäœã§æŒãå¯ããŠãããæ±äº¬ã»æ°å®¿é«å³¶å±ã®ãã¬ãã¯ã¹è²©å£²åºã¯ã»ãŒäºçŽå¶ã§ããããµãããšè²·ãç©ã«ãå ¥ããªãã
ãã€ã³ã¿ãŒãããäžã§ã¯æèšæè³ã®è¬åº§ãŸã§éèšãããŠãããæšå¹Ž12æãæ æšçäœéåžã®æèšå®ç³åºã«4人çµã®åŒ·çãæŒãå ¥ããç·é¡2550äžåã®ãã¬ãã¯ã¹çé£äºä»¶ãçºçããã20幎é ãããããããªãŒã¯ã·ã§ã³ã§é«äŸ¡ãªãã¬ãã¯ã¹ãåºåãã人ã«ãã€ã³ã¹ã¿ã°ã©ã ãããã€ã¬ã¯ãã¡ãã»ãŒãžã§çŸåãèŠãããšã®ç³ãå ¥ãã匷çãã¯ãããäºä»¶ãçžæ¬¡ãã§ãããããããéãã€ããµã€ãã§å¿åãããé«æ ¡çã倧åŠçãé®æãããŠãããæå£ã件æ°ããçµç¹çãªç¯è¡ãšã¿ãããã
ããã©ã³ãããžãã¹çã«ãã£ãŠæãæ å ±çºä¿¡ã®å°ãªããã¬ãã¯ã¹ãä»åã¯ãã®çŸç¶ãããŒã«ã«å ãŸããæ¥æ¬ãã¬ãã¯ã¹ã«ã€ããŠè¿°ã¹ãŠã¿ãããããããã¢ãã¬ã«æ¥çãèŠå€±ã£ãŠããã®ãåçºèŠã§ãããããããªãã
1.ã¯ãªãŒãæèšåæ±ããECãçŽæ¥è²©å£²ãããŠããªãæ¥æ¬ãã¬ãã¯ã¹ç€Ÿ
ããŸãã¯è²©å£²ã·ã¹ãã ãã解説ãããæ¥æ¬ãã¬ãã¯ã¹ã¯ã21äžçŽã®ãã©ã³ãããžãã¹ã®åžžèã§ããECãžã®åãçµã¿ã¯è¡ã£ãŠããªããã€ãŸãåºé ã§ã®è²©å£²ã®ã¿ã§ãããããã«ãã¬ãã¯ã¹ãã©ãœã³ãçãããæèšæ¥çã§ã¯åœç¶ã®ã¯ãªãŒã補åã®åãæ±ãããªãã
ãèªè ã®æ¹ã¯é©ãããã ãããã顧客ãžã®çŽæ¥è²©å£²ãè¡ã£ãŠããªãã5ïœ6幎åãŸã§æ¥æ¬ãã¬ãã¯ã¹ã®ååŒå å£åº§ã¯çŽ2000ãã£ããšãããããå°æ¹éœåžã®æèšå®é£Ÿåºãå°æ¹çŸè²šåºã§ã®æèšå£²å Žå±éãåžžèã§ãã£ãããããçŸåšã§ã¯60ãã70å£åº§ã«éçŽããã€ã€ãããå°æ¹çŸè²šåºã ãã§ãªããé座æŸå±ã®ãããªéœå äž»èŠçŸè²šåºã§ã䞡瀟ã®æ¡ä»¶ãåããªããã°ååŒåæ¢ãšãªãããã®è²©å£²åºã®æŽççµ±åããããã£ãããäžåºèåœããã®é客å¢ãšå£²äžå¢ã«æè»ããããŠããã
ãã§ã¯ãå šåœã«ç¹åšããè·¯é¢åºãçŸè²šåºã®ãã¬ãã¯ã¹åºèã¯èª°ãéå¶ããŠããã®ã§ããããããã¬ãã¯ã¹ã®åœå æµéã«ã¯ã倧ããåããŠæ£èŠç¹çŽåºã«ãŒããšæ¥æ¬ãã¬ãã¯ã¹ãé¢äžããªã䞊è¡èŒžå ¥ã«ãŒããäžå€åæµéã«ãŒãã«å€§å¥ã§ããã
ãæ£èŠç¹çŽåºã«ãŒããè·¯é¢åºãäž»èŠã·ã§ããã³ã°ã»ã³ã¿ãŒå åºèãå šåœäž»èŠçŸè²šåºå åºèãªã©ã®éå¶ã代è¡ãããæ¬åœã®CIïŒã³ãŒãã¬ãŒãã»ã¢ã€ãã³ãã£ãã£ïŒã«æ²¿ã£ãŠå å€è£ ããŠã€ã³ããŠãªã©ãçµ±äžãããCIåºæºã§å±éããããå å€è£ èšèšã¯åœç¶ãæ¥æ¬ãã¬ãã¯ã¹ãäž»å°ããã
ãç¹çŽåºå±éã¯ãäŸãã°é«å³¶å±ã京çãæ±æŠãªã©ã®åçŸè²šåºãå æ¬æšãã«ãºåºãªã©ã¯ãé座æ¥æ°å ããéå¶ãããæ å ããŒã«ãã£ã³ã°åäžã®ãã°ããªã¢ã¹ãã¯ã倧䞞ã»æŸåå±ãéªæ¥ã®åçŸè²šåºã§ã®éå¶ããHOTTAãCORPORATIONãã¯ãé座路é¢åºãäŒå¢äž¹äžè¶ãæ±æ¥çŸè²šåºãæ±éŠæèšã°ã«ãŒãã®ããã¿ããã¯è¥¿æŠã»ãããã«è¿éçŸè²šåºããçŠç°ãã倧䞞çŸè²šåºæ¢ ç°ãç¥æžåºããã®ããã«5瀟ãäžå¿ã«åœå å£²å Žã®ã¹ã¯ã©ããã¢ã³ããã«ããé²ãã§ãããããè¯ããã±ãŒã·ã§ã³ãšåºãå£²å Žé¢ç©ãžãšéçŽãé²ããããŠããã
ããã®ã»ãã«ãããã€ãã®å£åº§ãæ®ãããŠããããã以å€ã®åœå å±éåºèã¯ã䞊è¡èŒžå ¥ã«ãŒããšäžå€åžå Žã§ãããããã«ã€ããŠã¯å¥ã®æ©äŒã«è©³ããçŽé¢ãå²ãããã
ã以åã«ã¯ãéœå çŸè²šåºãªã©ã®äžäœé¡§å®¢ã芪ããå人ã«åªå çãªååãæäŸãããããšããã£ãããå ¬æ£ååŒå§å¡äŒããã®ã€ãšããŒã«ãŒãã§çŸåšã¯ã§ããªããªã£ããããããã¬ãã¯ã¹ãã©ãœã³ãå©é·ããŠããäžå ã§ãããæ¥æ¬ã®åœå äŸ¡æ Œã¯ãäžççµ±äžäŸ¡æ Œã®ãªãã§ãã¹ã€ã¹æ¬åœãšæ¯èŒããŠãäŸ¡æ Œå·®ãå°ãªããäžçã§ãæ°ã«åœã ãã®ç¹å¥ãªäŸ¡æ Œèšå®ãšãªã£ãŠãããäžåœãéŠæž¯ã®äŸ¡æ Œã®ã»ããé«ãèšå®ãããŠããã
ããã®ãããªããã€ãã®çç±ã«ãã販売åºãæã泚åããŠããã®ãã転売ç®çã®è³Œå ¥è ã®æé€ã§ããããã®åœ±é¿ããããæ¬æ¥ã®è³Œå ¥åžæè ããã¬ãã¯ã¹ãã©ãœã³ã«åŸæãããæè¿ããã¬ãã¯ã¹ã®æèšã¯ã課çšå¯Ÿè±¡ã«ãªããªãçžç¶å¯Ÿçã«ãå©çšãããŠãããéã®ä»å ·ãšåãæ®éçãªäŸ¡å€ãæã€ååãšãªãã€ã€ããã
2.åœå ã®è»¢å£²é²æ¢çãšè£œé ã販売ãä»ç€Ÿã®è¿œéãèš±ããªãã¢ãã¿ãŒãã©ããŒäœå¶
ã転売ãé²ãããã«ããããããªå·¥å€«ã販売çŸå Žã§å®æœãããŠããã以åããä¿èšŒæžã¯ãèªå® ãžã®éµéæ¹åŒã ã£ãããããæè¿ã¯ãè³Œå ¥æç¹ã§è³Œå ¥è ã«äœæãåºé ã§èšå ¥ããããã©ã³ã¯ã®ä¿èšŒæžã¯çºè¡ããªããè³Œå ¥è ãåºé ã§çŸç©ãã¯ããŠä»æ§ã確èªããã°ãç®ã®åã§æ°åæèšã®åæä¿è·ã·ãŒã«ãäžãã¿ã°ãªã©ãåãå€ãã販売åã®æ°åã§ã¯ãªãç¶æ ã§æž¡ãããã«åªããŠããã
ãäžžã®å ã®æ¥æ¬ãã¬ãã¯ã¹æ±äº¬ãµãŒãã¹ã»ã³ã¿ãŒä¿®çåä»ã¯ååŸ4æåã«çµäºã5æãéãããšãã«å šäœãã¯ããŒãºããããäžéã«ã¯çŽ æŽãããææ°ãã¯ãããžãŒãçããããç°å¢ã®ä¿®çéšéãããããå°±æ¥æéã®å³å®ãæåã§ããã
ãããšããšã¹ã€ã¹ã®æèšã¡ãŒã«ãŒã¯ãåéšåã¡ãŒã«ãŒãšçµç«ã¡ãŒã«ãŒãåãããç£æ¥æ§é ã§æ°žå¹Žçºå±ããŠãããåç«ãããã©ã³ãã§ãããã¹ãŠèªç€Ÿè£œé ã®ãã®ã¯å°ãªããã¹ã€ã¹ã®æèšæ¥çã§ã¯ãã¬ãã¯ã¹ã¯ç¹æ®ãªã¡ãŒã«ãŒã§ããã1969幎ã«äžçåã®ã¯ãªãŒãïŒæ°Žæ¶ïŒæèšãçºè¡šãã粟工èããè¯è³ªãªæèšã®å€§éçç£ã«åãã¯ãªãŒãæèšã§å€§èºé²ãæããã86幎ã«ã¯å¹Žé2ååã販売ããããã®åŸã®çºå±éçšã§ç²Ÿå·¥èã®åœå ã®æ©æ¢°åŒæèšã®å°éè·äººã®å€§é解éãé²ãã éã«ãæ¥æ¬ãã¬ãã¯ã¹ãåéçšã®åãç¿ãšãªã£ãããã®æ©æ¢°åŒæèšã«é¢ããçæ¯ãªå§¿å¢ããçŸåšã®äžçæé«æ°ŽæºãšåŒã°ããä¿®çäœå¶ãç¯ããŠããã
ããã¬ãã¯ã¹ã¯æèšã®éšåæ°ã¯å ¬éããŠããªããéåžžãäžã€ã®æèšã®éšåæ°ã¯100ç¹ã»ã©ã§ããããã¬ãã¯ã¹ã1905幎ã«ãã³ãã³ã§åµæ¥ãããŠä»¥æ¥ãéçºãããååããšã«åå¥ã®éšåããããä¿®çã§ããªãæèšã¯ãªããšãããããã¹ãŠã®éšåãèªç€Ÿå ã§è£œé ã§ããããã®äžã«ã粟å¯ãªéšåã¯å¿ ãå°çšçšå ·ãå¿ èŠãšãããä¿®ç察å¿ã®ããã«ã¯ãã©ãã ãã®èšå€§ãªã¹ããã¯ãå¿ èŠãšãªããã¯æ³åã倧ããè¶ ããã
ããã®æŽå²ãšäžè²«ãã姿å¢ãã€ããäžããå¯äžç¡äºã®ã¢ãã¿ãŒãã©ããŒäœå¶ãã顧客ããã®äžä»£ãè¶ ããæçãšçµ¶å¯Ÿçãªä¿¡é Œãçã¿åºããŠãããã¡ãªã¿ã«ãã¬ãã¯ã¹ã®åºèã«ã¯ãåæ¥è ã®ä¿®çæã¡èŸŒã¿ãå°ãªããªãã
3.ãŸãšã
ãä»åã¯ããã¬ãã¯ã¹ã®ååãã¶ã€ã³ãPRæ¹æ³ã«ã¯ãŸã£ãã觊ããŠããªããå瀟ã®ç念ãããç§ãã¡ã¯æ¥æ¬ã®ãã¡ãã·ã§ã³æ¥çã«ã¯ãªãã売ããªããçºæ³ãåŠã¶ããšãã§ãããæ¶è²»æœ®æµãæ¶è²»è ã®äŸ¡å€èŠ³ã倧ããå€åãç¶ããŠããã人ã ã®å¿ãèºããããšãã§ãããã¡ãã·ã§ã³ç£æ¥ãæ» ã³ãããšã¯æ°žé ã«ãªãããæ¶è²»è ã®å¿ãèºãçç±ã¯å€ãã£ãŠãããæ¥çã¯ECãDXãOMOãšãã£ãããŒã¯ãŒãã«æ¯ãåãããŠããé¢ããããä¿¡ããæãéãè¡ããã¬ãã¯ã¹ã®æåããåŠã¹ã倧åãªèŠç¹ããããä»äžåºŠãç«ã¡æ¢ãŸããèªç€Ÿã®é²ãã¹ãæ¹åãèŠã€ãçŽãããšãå¿ èŠã§ã¯ãªããããã
ïŒæïŒããããããã¡ïŒã¿ã«ã®ïŒã¢ãœã·ãšã€ã代衚ãæ±äº¬ã¢ãŒãåŠåè¬åž«ïŒ
âããããããã¡
ã¿ã«ã®ïŒã¢ãœã·ãšã€ã 代衚ïŒã¹ã¿ã€ã«ã¢ããã€ã¶ãŒïŒã³ã³ãµã«ã¿ã³ãïŒãã¡ãã·ã§ã³èŠç¹ããã®åžå Žåµé ïŒïŒæ±äº¬ã¢ãŒãåŠåãã¡ãã·ã§ã³ããžãã¹åŠç§è¬åž«
1952幎ã倧éªçãŸããå¥è¯çç«å€§åŠäžéã倧éªã§æ食é貚åžæ¥ãèµ·æ¥ã22æ³ã§å身枡欧åŸãæ³äººå代衚åç· åœ¹å°±ä»»ã1997幎éŠæž¯ã«æž¡ãã1998幎ãçŸãã©ãªãã©ãªãžã£ãã³ã°ã«ãŒããšã®å䜵äŒç€Ÿåç· åœ¹ã«å°±ä»»ããªããã¢ã³ã³ããã³ããã¿ã³ããŒããŒãžããªã¢ã¯ãã¢ãã€ã»ãã€ã³ãããŒããªã©æµ·å€ãã¡ãã·ã§ã³ãã©ã³ãããããã¥ãŒã¹ããæ¥æ¬åžå Žã®æåã«å°ãããŸãã第1åæ±äº¬ã¬ãŒã«ãºã³ã¬ã¯ã·ã§ã³ã«åç»ãç±³åœã®æåãã¡ãã·ã§ã³å±ç€ºäŒãdïŒaãã®æ¥æ¬çªå£ãªã©ãåãããæ代ã«æ²¿ã£ããã©ã³ãã£ã³ã°ãMDææ³ã«ã¯å®è©ãããã2013幎ã«ãã¡ãã·ã§ã³ããžãã¹ã®ã³ã³ãµã«ãã£ã³ã°äŒç€Ÿãã¿ã«ã®ïŒã¢ãœã·ãšã€ãããèšç«ãèæžã«ããªããã¢ã³ã³ã®å¥è·¡ããè¶ å ¥é æ¥ã»è±ã»äž æ¥å®¢äŒè©±æ»ç¥ãã³ãããã¯ïŒå ±èïŒãïŒå ±ã«ç¹ç æ°è瀟ïŒããäžæµã«èŠããæè£ è¡ãïŒæ¥æ¬å®æ¥åºç瀟ïŒããã¢ãã¬ã«ã¯æ»ãã ã®ããïŒç·åæ³ä»€åºçïŒãã¢ãã¬ã«æ¥çã®ããã¿ãšããžãã¹ãããäžåã§ãã£ãããããæç§æžãïŒæè¡è©è«ç€ŸïŒãªã©ãããã