ããã«æ¥çã¯ãæ¿ãã競äºç°å¢ã®äžã§å·®å¥åãå³ãã顧客æºè¶³åºŠãé«ããŠããããšãæ±ããããŠããŸãããã®ããã«ã¯ãèªç€Ÿã®åŒ·ã¿ã匱ã¿ãææ¡ãã顧客ããŒãºãç確ã«æãã競åä»ç€Ÿã®ååãåæããããšãäžå¯æ¬ ã§ããããããããããäœç³»çã«è¡ãããšã¯å®¹æã§ã¯ãããŸãããããã§ãæ¬èšäºã§ã¯ãããã«æ¥çã§åºã掻çšãããŠããã3Cåæãã«ã€ããŠãåºæ¬çãªæŠå¿µãããèªç€Ÿåæã顧客åæã競ååæã®ãã€ã³ããããã«ã¯åæã®å®æœããã»ã¹ãŸã§ãäœç³»çã«è§£èª¬ããŸãã3Cåæãå¹æçã«æŽ»çšããããšã§ãããã«çµå¶ã®èª²é¡ãæ確åãã競äºåã®é«ãæŠç¥ãç«æ¡ããããšãã§ããã§ãããã
ããã«æ¥ã«ããã3Cåæãšã¯
ããã«æ¥çã¯ãåžžã«å€åãç¶ãã競äºã®æ¿ããåžå Žã§ãããã®ãããªç°å¢äžã§æåãåããããã«ã¯ãèªç€Ÿã®åŒ·ã¿ã»åŒ±ã¿ãç解ãã顧客ã®ããŒãºãææ¡ãã競åä»ç€Ÿã®ååãåæããããšãäžå¯æ¬ ã§ããããã§ãããã«æ¥çã§åºã掻çšãããŠããã®ãã3Cåæãã§ããæ¬èšäºã§ã¯ãããã«æ¥çã«ããã3Cåæã®å®çŸ©ãéèŠæ§ãåæã®ãã€ã³ããªã©ã詳ãã解説ããŸãã
3Cåæã®å®çŸ©ãšæŠèŠ
3Cåæãšã¯ãèªç€ŸïŒCompanyïŒã顧客ïŒCustomerïŒã競åïŒCompetitorïŒã®3ã€ã®èŠçŽ ãåæããããšã§ãåžå Žç°å¢ãææ¡ããå¹æçãªæŠç¥ãç«æ¡ããããã®ãã¬ãŒã ã¯ãŒã¯ã§ãããã®åæææ³ã¯ãããŒã±ãã£ã³ã°æŠç¥ã®åºç€ãšãªããã®ã§ãããã«æ¥çã«éãããæ§ã ãªæ¥çã§æŽ»çšãããŠããŸãã
3Cåæã®ç®çã¯ã以äžã®3ç¹ã«ãŸãšããããŸãã
- èªç€Ÿã®åŒ·ã¿ãšåŒ±ã¿ãæ確ã«ãã競äºåªäœæ§ã確ç«ãã
- 顧客ã®ããŒãºãè¡åãã¿ãŒã³ãç解ããæºè¶³åºŠã®é«ããµãŒãã¹ãæäŸãã
- 競åä»ç€Ÿã®æŠç¥ãåžå Žã§ã®ããžã·ã§ãã³ã°ãåæããå·®å¥åãå³ã
ããã«æ¥çã§3CåæãéèŠãªçç±
ããã«æ¥çã¯ã以äžã®ãããªç¹åŸŽãããããã3Cåæãç¹ã«éèŠãšãªããŸãã
- 競åä»ç€Ÿãå€ããå·®å¥åãé£ãã
- 顧客ã®ããŒãºãå€æ§åããŠããããã现ãããªå¯Ÿå¿ãæ±ãããã
- ãªã³ã©ã€ã³æ è¡äŒç€ŸïŒOTAïŒã®å°é ã«ãããäŸ¡æ Œç«¶äºãæ¿åããŠãã
- 宿æ³æœèšã®è©å€ãSNSãªã©ãéããŠç¬æã«æ¡æ£ãã
ãã®ãããªç°å¢äžã§ç«¶äºåªäœã確ç«ããããã«ã¯ãèªç€Ÿã®åŒ·ã¿ã掻ããã€ã€ã顧客ã®ããŒãºãç確ã«æãã競åä»ç€Ÿãšã®å·®å¥åãå³ãããšãäžå¯æ¬ ã§ãã3Cåæã¯ããããã®èª²é¡ã«å¯ŸåŠããããã®æå¹ãªããŒã«ãšãããŸãã
3Cåæã®3ã€ã®èŠçŽ : èªç€Ÿã顧客ã競å
次ã«ã3Cåæã®3ã€ã®èŠçŽ ã«ã€ããŠããã詳ããèŠãŠãããŸãããã
èŠçŽ | åæã®ãã€ã³ã |
---|---|
èªç€ŸïŒCompanyïŒ |
|
顧客ïŒCustomerïŒ |
|
競åïŒCompetitorïŒ |
|
èªç€Ÿåæã§ã¯ãèªç€Ÿã®åŒ·ã¿ãæ倧éã«æŽ»ãããæŠç¥ãç«æ¡ããããšãéèŠã§ãã顧客åæã§ã¯ã顧客ã®ããŒãºãç確ã«æããæºè¶³åºŠã®é«ããµãŒãã¹ãæäŸããããšãæ±ããããŸãã競ååæã§ã¯ã競åä»ç€Ÿãšã®å·®å¥åãå³ãã競äºåªäœæ§ã確ç«ããããšãéµãšãªããŸãã
ãããã®3ã€ã®èŠçŽ ãç·åçã«åæãããã©ã³ã¹ã®åããæŠç¥ãç«æ¡ããããšããããã«æ¥çã§æåãåããããã®ç§èš£ã ãšãããŸãã3Cåæãå¹æçã«æŽ»çšããããšã§ãåžå Žç°å¢ã®å€åã«æè»ã«å¯Ÿå¿ããæç¶çãªç«¶äºåªäœã確ç«ããããšãå¯èœãšãªãã§ãããã
åèæç®
- Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
- Enz, C. A. (2010). Hospitality strategic management: Concepts and cases (2nd ed.). John Wiley & Sons.
- Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing (7th ed.). Pearson.
èªç€Ÿåæã®ãã€ã³ã
ããã«æ¥çã«ããã3Cåæã®äžã§ãèªç€Ÿåæã¯éåžžã«éèŠãªèŠçŽ ã§ããèªç€Ÿã®åŒ·ã¿ãšåŒ±ã¿ãæ£ç¢ºã«ææ¡ããçµå¶è³æºãé©åã«è©äŸ¡ããããšã§ã競äºåªäœæ§ã確ç«ããããã®æŠç¥ãç«æ¡ããããšãã§ããŸããããã§ã¯ãèªç€Ÿåæã®ãã€ã³ãã«ã€ããŠè©³ãã解説ããŸãã
ããã«ã®åŒ·ã¿ãšåŒ±ã¿ã®æŽãåºãæ¹
èªç€Ÿã®åŒ·ã¿ãšåŒ±ã¿ãæŽãåºãããã«ã¯ã以äžã®ãããªé ç®ãæ€èšããããšãæå¹ã§ãã
- ç«å°ã亀éã¢ã¯ã»ã¹ã®å©äŸ¿æ§
- æœèšã®èšåã amenitiesïŒã¢ã¡ããã£ïŒã®å å®åºŠ
- 客宀ã®å¿«é©æ§ãæž æœæ
- æ飲æœèšã®å質ãå€æ§æ§
- ã¹ã¿ããã®ãµãŒãã¹åããã¹ãã¿ãªãã£
- ãã©ã³ãã€ã¡ãŒãžãèªç¥åºŠ
- äŸ¡æ Œèšå®ã®é©åæ§
- äºçŽã·ã¹ãã ããŠã§ããµã€ãã®äœ¿ãããã
- 顧客ã»ã°ã¡ã³ããšã®é©åæ§
- 財åç¶æ³ãåçæ§
ãããã®é ç®ã«ã€ããŠãèªç€Ÿã®çŸç¶ã客芳çã«è©äŸ¡ãã競åä»ç€Ÿãšæ¯èŒããããšã§ãèªç€Ÿã®åŒ·ã¿ãšåŒ±ã¿ãæ確ã«ããããšãã§ããŸãããŸãã顧客ããã®ãã£ãŒãããã¯ã online reviewïŒãªã³ã©ã€ã³ã¬ãã¥ãŒïŒãåæããããšããèªç€Ÿã®èª²é¡ãææ¡ããäžã§éèŠã§ãã
èªç€Ÿã®çµå¶è³æºãšæäŸäŸ¡å€ã®æŽç
èªç€Ÿã®åŒ·ã¿ãæ倧éã«æŽ»ããããã«ã¯ãçµå¶è³æºãé©åã«è©äŸ¡ããæäŸäŸ¡å€ãæ確ã«ããããšãå¿ èŠã§ããçµå¶è³æºã«ã¯ã以äžã®ãããªãã®ããããŸãã
- 人çè³æºïŒã¹ã¿ããã®è³ªãšéãæè²äœå¶ãªã©ïŒ
- ç©çè³æºïŒæœèšãèšåãååãªã©ïŒ
- 財åè³æºïŒè³éåãåçæ§ãªã©ïŒ
- æ å ±è³æºïŒé¡§å®¢ããŒã¿ãåžå Žæ å ±ãªã©ïŒ
- ç¡åœ¢è³æºïŒãã©ã³ããããŠããŠãçµç¹æåãªã©ïŒ
ãããã®çµå¶è³æºã掻çšããŠãèªç€Ÿãã©ã®ãããªäŸ¡å€ã顧客ã«æäŸã§ããã®ããæŽçããããšãéèŠã§ããäŸãã°ããé«å質ãªèšåãšãã现ãããªãµãŒãã¹ã§ãäžè³ªãªæ»åšäœéšãæäŸããããšãã£ãå ·åã«ãèªç€Ÿã®åŒ·ã¿ãšæäŸäŸ¡å€ãæ確ã«ããããšã§ãå·®å¥åæŠç¥ã®åºç€ãç¯ãããšãã§ããŸãã
èªç€Ÿã®ããžã·ã§ãã³ã°ã®æ確å
èªç€Ÿã®åŒ·ã¿ãšæäŸäŸ¡å€ãæŽçãããã次ã¯åžå Žã«ãããèªç€Ÿã®ããžã·ã§ãã³ã°ãæ確ã«ããããšãéèŠã§ããããžã·ã§ãã³ã°ãšã¯ã競åä»ç€Ÿãšã®é¢ä¿æ§ã®äžã§ãèªç€Ÿãã©ã®ãããªäœçœ®ã¥ãã«ãããã瀺ããã®ã§ãã
ããžã·ã§ãã³ã°ãæ確ã«ããããã«ã¯ã以äžã®ãããªæé ãæå¹ã§ãã
- åžå Žã现ååããèªç€Ÿã察象ãšãã顧客ã»ã°ã¡ã³ããç¹å®ãã
- 競åä»ç€Ÿãåæããå瀟ã®ããžã·ã§ãã³ã°ãææ¡ãã
- èªç€Ÿã®åŒ·ã¿ãšæäŸäŸ¡å€ãèžãŸããå·®å¥åèŠå ãæ確ã«ãã
- 顧客ã»ã°ã¡ã³ãã®ããŒãºãšèªç€Ÿã®å·®å¥åèŠå ãç §ããåãããæé©ãªããžã·ã§ã³ã決å®ãã
- 決å®ããããžã·ã§ãã³ã°ã瀟å ã§å ±æããäžè²«ãããã©ã³ãã¡ãã»ãŒãžãçºä¿¡ãã
ããžã·ã§ãã³ã°ãæ確ã«ããããšã§ãèªç€Ÿã®åŒ·ã¿ãå¹æçã«ã¢ããŒã«ãã顧客ããã®æ¯æãç²åŸããããšãã§ããŸãããŸããããžã·ã§ãã³ã°ã«åºã¥ããŠãäŸ¡æ Œèšå®ã販ä¿æŽ»åããµãŒãã¹éçºãªã©ã®è«žæœçãå±éããããšã§ã競äºåªäœæ§ã確ç«ããããšãå¯èœãšãªããŸãã
èªç€Ÿåæã¯ã3Cåæã®åºçºç¹ã§ãããæŠç¥ç«æ¡ã®åºç€ãšãªãéèŠãªããã»ã¹ã§ããèªç€Ÿã®åŒ·ã¿ãšåŒ±ã¿ãæ£ç¢ºã«ææ¡ããçµå¶è³æºãšæäŸäŸ¡å€ãæŽçããåžå Žã§ã®ããžã·ã§ãã³ã°ãæ確ã«ããããšã§ãããã«æ¥çã«ããã競äºåªäœæ§ã確ç«ããããšãã§ããã§ãããããŸããèªç€Ÿåæã¯äžåºŠããã§ã¯ãªããå®æçã«èŠçŽããè¡ããç°å¢å€åã«å¿ããŠæè»ã«æŠç¥ãä¿®æ£ããŠããããšãæ±ããããŸãã
èªç€Ÿåæãå¹æçã«å®æœããããã«ã¯ã瀟å ã®åéšéãé£æºããæ å ±ãå ±æããããšãäžå¯æ¬ ã§ããå¶æ¥éšéãããŒã±ãã£ã³ã°éšéããªãã¬ãŒã·ã§ã³éšéãªã©ãæ§ã ãªéšéã®ç¥èŠãçµéããããšã§ããã粟床ã®é«ãåæãå¯èœãšãªããŸãããŸããå€éšã®èŠç¹ãåãå ¥ããããã«ãã³ã³ãµã«ã¿ã³ããæ¥çå°é家ã®æèŠãåèã«ããããšãæå¹ã§ãã
ããã«æ¥çã¯ãä»åŸã競äºãæ¿åããããšãäºæ³ãããŸãããã®ãããªç°å¢äžã§åã¡æ®ãããã«ã¯ãèªç€Ÿã®åŒ·ã¿ãæ倧éã«æŽ»ããã顧客ã®ããŒãºãç確ã«æãã競åä»ç€Ÿãšã®å·®å¥åãå³ãããšãäžå¯æ¬ ã§ãã3Cåæã®äžã§ããèªç€Ÿåæã¯ç¹ã«éèŠãªèŠçŽ ã§ãããæŠç¥ç«æ¡ã®åºç€ãšãªããã®ã§ããèªç€Ÿåæãæ·±åãããPDCAãµã€ã¯ã«ãåããŠããããšã§ãæç¶çãªç«¶äºåªäœæ§ã確ç«ããããã«æ¥çã§æåãåããããšãã§ããã§ãããã
顧客åæã®ãã€ã³ã
ããã«æ¥çã«ããã3Cåæã®äžã§ã顧客åæã¯éåžžã«éèŠãªèŠçŽ ã§ãã顧客ã®ããŒãºãè¡åãã¿ãŒã³ãç確ã«ææ¡ããããšã§ãæºè¶³åºŠã®é«ããµãŒãã¹ãæäŸãããªããŒã¿ãŒãç²åŸããããšãã§ããŸããããã§ã¯ã顧客åæã®ãã€ã³ãã«ã€ããŠè©³ãã解説ããŸãã
ããã«é¡§å®¢ã®ããŒãºãšæåŸ ã®ææ¡æ¹æ³
ããã«é¡§å®¢ã®ããŒãºãšæåŸ ãææ¡ããããã«ã¯ã以äžã®ãããªæ¹æ³ãæå¹ã§ãã
- 顧客æºè¶³åºŠèª¿æ»ã®å®æœ
- ãªã³ã©ã€ã³ã¬ãã¥ãŒã®åæ
- ãœãŒã·ã£ã«ã¡ãã£ã¢ã§ã®å£ã³ãåæ
- äºçŽæããã§ãã¯ã€ã³æã®é¡§å®¢ãšã®å¯Ÿè©±
- 顧客ããŒã¿ã®åæïŒå®¿æ³å±¥æŽãå±æ§ãªã©ïŒ
ãããã®æ¹æ³ãéããŠã顧客ãæ±ããèšåããµãŒãã¹ãäŸ¡æ Œåž¯ãç«å°ãªã©ãæ確ã«ããããšãã§ããŸãããŸãã顧客ã®æºè¶³åºŠãå®æçã«æž¬å®ããæ¹åç¹ãæŽãåºãããšãéèŠã§ãã
ã¿ãŒã²ãã顧客åã®èšå®ãšãã«ãœãäœæ
å¹æçãªããŒã±ãã£ã³ã°æŠç¥ãç«æ¡ããããã«ã¯ãã¿ãŒã²ãã顧客åãæ確ã«ãããã«ãœããäœæããããšãæå¹ã§ãããã«ãœããšã¯ãã¿ãŒã²ãã顧客ã®ç¹åŸŽãå ·äœçã«è¡šçŸããä»®æ³ã®äººç©åã®ããšã§ãã
ãã«ãœããäœæããéã¯ã以äžã®ãããªèŠçŽ ãèæ ®ããŸãã
- 人å£çµ±èšçç¹æ§ïŒå¹Žéœ¢ãæ§å¥ãè·æ¥ãåå ¥ãªã©ïŒ
- å°ççç¹æ§ïŒå± äœå°ãå€åå°ãªã©ïŒ
- å¿ççç¹æ§ïŒããŒãºã䟡å€èŠ³ãã©ã€ãã¹ã¿ã€ã«ãªã©ïŒ
- è¡åçç¹æ§ïŒæ è¡é »åºŠãäºçŽçµè·¯ãæ»åšç®çãªã©ïŒ
ãã«ãœããäœæããããšã§ãã¿ãŒã²ãã顧客ã®ããŒãºãè¡åãã¿ãŒã³ãå ·äœçã«ã€ã¡ãŒãžã§ããå¹æçãªããŒã±ãã£ã³ã°æœçãç«æ¡ããããšãã§ããŸãããŸãããã«ãœãã«åºã¥ããŠããŠã§ããµã€ãããã³ãã¬ãããªã©ã®è²©ä¿ããŒã«ãå¶äœããããšã§ã顧客ã«èšŽæ±åã®ããã¡ãã»ãŒãžãçºä¿¡ããããšãå¯èœãšãªããŸãã
顧客ã»ã°ã¡ã³ããŒã·ã§ã³ã®éèŠæ§
ããã«æ¥çã§ã¯ã顧客ã®ããŒãºãå€æ§åããŠããããã顧客ã»ã°ã¡ã³ããŒã·ã§ã³ãéèŠãšãªããŸãã顧客ã»ã°ã¡ã³ããŒã·ã§ã³ãšã¯ã顧客ãç¹å®ã®åºæºã«åºã¥ããŠã°ã«ãŒãåãããããšã§ãã
顧客ã»ã°ã¡ã³ããŒã·ã§ã³ã®åºæºã«ã¯ã以äžã®ãããªãã®ããããŸãã
ã»ã°ã¡ã³ããŒã·ã§ã³ã®åºæº | äŸ |
---|---|
æ è¡ç®ç | ããžãã¹ãã¬ãžã£ãŒãã€ãã³ãåå ãªã© |
宿æ³æ¥æ° | æ¥åž°ãã1æ³ã2æ³ä»¥äžãªã© |
äŸ¡æ Œæ床 | äŸ¡æ ŒéèŠã䟡å€éèŠãªã© |
äºçŽçµè·¯ | ããã«å ¬åŒãµã€ããOTAãæ è¡äŒç€Ÿãªã© |
顧客å±æ§ | 幎霢ãæ§å¥ãåœç±ãåå ¥ãªã© |
顧客ã»ã°ã¡ã³ããŒã·ã§ã³ãè¡ãããšã§ãåã»ã°ã¡ã³ãã®ããŒãºãç¹åŸŽãæ確ã«ããããããã«é©ãããµãŒãã¹ã販ä¿æŽ»åãå±éããããšãã§ããŸãããŸããåçæ§ã®é«ãã»ã°ã¡ã³ããç¹å®ããéç¹çã« resourcesïŒçµå¶è³æºïŒãæå ¥ããããšã§ãå¹ççãªçµå¶ãå®çŸããããšãå¯èœãšãªããŸãã
顧客ã»ã°ã¡ã³ããŒã·ã§ã³ã¯ãäžåºŠå®æœããã°å®äºãšãããã®ã§ã¯ãªããç¶ç¶çã«èŠçŽããè¡ãããšãéèŠã§ããåžå Žç°å¢ã顧客ããŒãºã¯åžžã«å€åããŠãããããã»ã°ã¡ã³ããŒã·ã§ã³ã®åºæºãåã»ã°ã¡ã³ãã®ç¹åŸŽãå®æçã«åè©äŸ¡ããå¿ èŠã«å¿ããŠä¿®æ£ãå ããããšãæ±ããããŸãã
顧客åæã¯ãããã«æ¥çã§ç«¶äºåªäœæ§ã確ç«ããããã®éèŠãªèŠçŽ ã§ãã顧客ã®ããŒãºãšæåŸ ãç確ã«ææ¡ããã¿ãŒã²ãã顧客åãæ確ã«ãã顧客ã»ã°ã¡ã³ããŒã·ã§ã³ãå®æœããããšã§ã顧客æºè¶³åºŠã®é«ããµãŒãã¹ãæäŸãããªããŒã¿ãŒãç²åŸããããšãã§ããŸãããŸãã顧客åæã§åŸããã insightsïŒæŽå¯ïŒã掻ãããŠãå¹æçãªããŒã±ãã£ã³ã°æŠç¥ãç«æ¡ããããšãå¯èœãšãªããŸãã
顧客åæãæ·±åãããããã«ã¯ãçµç¹å šäœã§é¡§å®¢å¿åã®æèãå ±æããããšãäžå¯æ¬ ã§ãã顧客ãšã®æ¥ç¹ãæã€çŸå Žã¹ã¿ãããããçµå¶å±€ã«è³ããŸã§ãå šãŠã®åŸæ¥å¡ã顧客ã®ããŒãºãæèãã顧客æºè¶³åºŠã®åäžã«åªããããšãæ±ããããŸãããŸãã顧客ããŒã¿ãé©åã«ç®¡çã»æŽ»çšããããã®ã·ã¹ãã æŽåããããŒã¿åæã®ã¹ãã«ãæã£ã人æã®è²æãéèŠãªèª²é¡ã§ãã
ããã«æ¥çã¯ãä»åŸã顧客ããŒãºã®å€æ§åãé²ãããšãäºæ³ãããŸãããã®ãããªç°å¢äžã§ç«¶äºåãç¶æã»åŒ·åããããã«ã¯ã顧客åæãç¶ç¶çã«å®æœãã顧客ããŒãºã®å€åã«æè»ã«å¯Ÿå¿ããŠããããšãäžå¯æ¬ ã§ãã3Cåæã®äžã§ãã顧客åæã¯ç¹ã«éèŠãªèŠçŽ ã§ãããããã«çµå¶ã®æ ¹å¹¹ããªããã®ãšãããŸãã顧客åæãæ·±åãããPDCAãµã€ã¯ã«ãåããŠããããšã§ã顧客æºè¶³åºŠã®é«ãããã«éå¶ãå®çŸããæ¥çã§åã¡æ®ãããšãã§ããã§ãããã
競ååæã®ãã€ã³ã
ããã«æ¥çã«ããã3Cåæã®äžã§ã競ååæã¯èªç€Ÿã®ç«¶äºåªäœæ§ã確ç«ããäžã§æ¬ ãããªãèŠçŽ ã§ãã競åä»ç€Ÿã®ååãææ¡ããèªç€Ÿãšã®å·®å¥åãã€ã³ããæ確ã«ããããšã§ãå¹æçãªæŠç¥ãç«æ¡ããããšãã§ããŸããããã§ã¯ã競ååæã®ãã€ã³ãã«ã€ããŠè©³ãã解説ããŸãã
ããã«æ¥çã®ç«¶åä»ç€Ÿã®ç¹å®æ¹æ³
競ååæãè¡ãäžã§ããŸãéèŠãªã®ã競åä»ç€Ÿã®ç¹å®ã§ããããã«æ¥çã®ç«¶åä»ç€Ÿã¯ã以äžã®ãããªåºæºã§åé¡ããããšãã§ããŸãã
- ç«å°ïŒåãå°åãéœåžã«ç«å°ããããã«
- äŸ¡æ Œåž¯ïŒåçã®äŸ¡æ Œåž¯ã§å®¿æ³ãµãŒãã¹ãæäŸããããã«
- ã¿ãŒã²ãã顧客ïŒåã顧客ã»ã°ã¡ã³ãã察象ãšããŠããããã«
- ã³ã³ã»ããïŒé¡äŒŒã®ã³ã³ã»ããããã©ã³ãã€ã¡ãŒãžãæã€ããã«
ãããã®åºæºãçµã¿åãããããšã§ãèªç€ŸãšçŽæ¥çã«ç«¶åããä»ç€Ÿãç¹å®ããããšãã§ããŸãããŸããOTAã®æ€çŽ¢çµæãããœãŒã·ã£ã«ã¡ãã£ã¢äžã§ã®å£ã³ããªã©ãã競åä»ç€Ÿãææ¡ããäžã§æå¹ãªæ å ±æºãšãªããŸãã
競åä»ç€Ÿã®åŒ·ã¿ãšåŒ±ã¿ã®åæ
競åä»ç€Ÿãç¹å®ãããã次ã¯ãã®åŒ·ã¿ãšåŒ±ã¿ãåæããããšãéèŠã§ãã競åä»ç€Ÿã®åŒ·ã¿ãšåŒ±ã¿ãåæããéã¯ã以äžã®ãããªç¹ã«çç®ããŸãã
- æœèšã®èšåãç«å°ã®åªäœæ§
- äŸ¡æ Œèšå®ã®é©åæ§
- ãµãŒãã¹ã®è³ªãšç¬èªæ§
- ãã©ã³ãã€ã¡ãŒãžãšèªç¥åºŠ
- 顧客ã»ã°ã¡ã³ããšã®é©åæ§
- 財åç¶æ³ãšçµå¶ã®å®å®æ§
ãããã®ç¹ã«ã€ããŠãèªç€Ÿãšã®æ¯èŒãè¡ãããšã§ã競åä»ç€Ÿã®åŒ·ã¿ãšåŒ±ã¿ãæ確ã«ããããšãã§ããŸããäŸãã°ã競åä»ç€Ÿã®æœèšãèªç€Ÿãããå å®ããŠããå Žåãèšåé¢ã§ã®å·®å¥åãå³ãå¿ èŠããããŸããäžæ¹ãèªç€Ÿã®æ¹ããµãŒãã¹ã®è³ªãé«ãå Žåã¯ããã®ç¹ã匷ã¿ãšããŠã¢ããŒã«ããããšãæå¹ã§ãããã
競åä»ç€Ÿãšã®å·®å¥åãã€ã³ãã®æ確å
競åä»ç€Ÿã®åŒ·ã¿ãšåŒ±ã¿ãåæãããã次ã¯èªç€Ÿãšã®å·®å¥åãã€ã³ããæ確ã«ããããšãéèŠã§ããå·®å¥åãã€ã³ããæ確ã«ããéã¯ã以äžã®ãããªæé ãæå¹ã§ãã
- èªç€Ÿã®åŒ·ã¿ãšç«¶åä»ç€Ÿã®åŒ±ã¿ãæŽãåºã
- 顧客ããŒãºãšç §ããåãããŠãå·®å¥åèŠå ãç¹å®ãã
- å·®å¥åèŠå ãåºã«ãç¬èªã®äŸ¡å€æäŸãæ確ã«ãã
- å·®å¥åãã€ã³ãã蚎æ±åã®ããã¡ãã»ãŒãžã«èœãšã蟌ã
- 瀟å ã§å·®å¥åãã€ã³ããå ±æããäžè²«ãããã©ã³ãã£ã³ã°ãè¡ã
å·®å¥åãã€ã³ããæ確ã«ããããšã§ã競åä»ç€Ÿãšã®ç«¶äºã«ãããŠåªäœã«ç«ã€ããšãã§ããŸãããŸããå·®å¥åãã€ã³ãã«åºã¥ããŠãã¿ãŒã²ãã顧客ã«èšŽæ±åã®ãããã©ã³ãã¡ãã»ãŒãžãçºä¿¡ããããšã§ã顧客ããã®æ¯æãç²åŸããããšãå¯èœãšãªããŸãã
競ååæã¯ãèªç€Ÿã®åŒ·ã¿ã掻ããã競äºåªäœæ§ã確ç«ããããã®éèŠãªããã»ã¹ã§ãã競åä»ç€Ÿã®ååãå®æçã«ã¢ãã¿ãªã³ã°ããèªç€Ÿãšã®å·®å¥åãã€ã³ããåžžã«æèããããšãæ±ããããŸãããŸãã競ååæã§åŸãããç¥èŠã掻ãããŠãããŒã±ãã£ã³ã°æŠç¥ãååéçºããµãŒãã¹æ¹åãªã©ã«åæ ããããšãéèŠã§ãã
ããã«æ¥çã¯ãæ°èŠåå ¥è ã代æ¿ãµãŒãã¹ã®è åšã«ãããããŠããã競äºç°å¢ã¯åžžã«å€åããŠããŸãããã®ãããªäžã§ç«¶äºåãç¶æã»åŒ·åããããã«ã¯ã競ååæãç¶ç¶çã«å®æœããå€åã«æè»ã«å¯Ÿå¿ããŠããããšãäžå¯æ¬ ã§ããèªç€Ÿã®åŒ·ã¿ãæ倧éã«æŽ»ããã顧客ããŒãºãç確ã«æããªããã競åä»ç€Ÿãšã®å·®å¥åãå³ãããšã§ãæç¶çãªç«¶äºåªäœæ§ã確ç«ããããšãã§ããã§ãããã
競ååæãå¹æçã«è¡ãããã«ã¯ã瀟å ã®åéšéãé£æºããæ å ±ãå ±æããããšãéèŠã§ããå¶æ¥éšéãããŒã±ãã£ã³ã°éšéã ãã§ãªãããªãã¬ãŒã·ã§ã³éšéã管çéšéãªã©ãæ§ã ãªéšéã®ç¥èŠãçµéããããšã§ããã粟床ã®é«ãåæãå¯èœãšãªããŸãããŸããå€éšã®èŠç¹ãåãå ¥ããããã«ãæ¥çå£äœãç 究æ©é¢ãã³ã³ãµã«ã¿ã³ããªã©ãšã®æ å ±äº€æãæå¹ã§ãã
ããã«æ¥çã«ããã競ååæã¯ã3Cåæã®äžã§ãç¹ã«éèŠãªèŠçŽ ã®äžã€ã§ãã競åä»ç€Ÿã®ååãåžžã«æèããèªç€Ÿãšã®å·®å¥åãã€ã³ããæ確ã«ããããšã§ã競äºåªäœæ§ã確ç«ãã顧客ããã®æ¯æãç²åŸããããšãã§ããŸãã競ååæãæ·±åãããPDCAãµã€ã¯ã«ãåããŠããããšã§ãæç¶çãªç«¶äºåãç¶æããããã«æ¥çã§åã¡æ®ãããšãã§ããã§ãããã
以äžããããã«æ¥çã«ããã競ååæã®ãã€ã³ãã§ããèªç€Ÿåæãšé¡§å®¢åæã®ç¥èŠã掻ãããªããã競åä»ç€Ÿãšã®å·®å¥åãå³ãããšããããã«çµå¶ã®éµãæ¡ããŸãã3Cåæãå¹æçã«æŽ»çšããå€åãç¶ããåžå Žç°å¢ã«æè»ã«å¯Ÿå¿ããªããã顧客æºè¶³åºŠã®é«ãããã«éå¶ãç®æããŠãããŸãããã
3Cåæã®å®æœããã»ã¹
ããã«æ¥çã«ãããŠã3Cåæãå¹æçã«å®æœããããã«ã¯ãäžå®ã®ããã»ã¹ã«æ²¿ã£ãŠæ å ±åéãåæãé²ããããšãéèŠã§ããããã§ã¯ã3Cåæã®å®æœããã»ã¹ã«ã€ããŠãã¹ãããããšã«è§£èª¬ããŸãã
æ å ±åéãšåæã®é²ãæ¹
3Cåæãè¡ãäžã§ããŸãéèŠãªã®ãæ å ±åéã§ããèªç€Ÿã顧客ã競åã«é¢ããæ å ±ãå¹ åºãåéããããšããåæã®ç²ŸåºŠãé«ããããã«äžå¯æ¬ ã§ããæ å ±åéã®éã¯ã以äžã®ãããªãã€ã³ãã«çæããŸãããã
- æ å ±æºã®å€æ§æ§ïŒç€Ÿå ããŒã¿ã ãã§ãªããå€éšã®æ å ±æºã掻çšãã
- æ å ±ã®é®®åºŠïŒææ°ã®æ å ±ãåéããåæã«åæ ãã
- æ å ±ã®ä¿¡é Œæ§ïŒä¿¡é Œã§ããæ å ±æºããåéããå¿ èŠã«å¿ããŠæ€èšŒãã
- æ å ±ã®ç¶²çŸ æ§ïŒ3Cåæã«å¿ èŠãªæ å ±ãæŒããªãåéãã
åéããæ å ±ã¯ãåæã®ç®çã«å¿ããŠãæŽçã»åé¡ããããšãéèŠã§ããäŸãã°ãèªç€Ÿåæã§ããã°ã匷ã¿ãšåŒ±ã¿ã«åé¡ãã顧客åæã§ããã°ãã»ã°ã¡ã³ãããšã«æŽçãããªã©ã®å·¥å€«ãæ±ããããŸãããŸããæ å ±ãå¯èŠåããããšã§ãåæã®å¹çæ§ã説åŸåãé«ããããšãã§ããŸãã
æ å ±åéãšäžŠè¡ããŠãåæãé²ããŠãããŸããåæã®éã¯ã以äžã®ãããªã¢ãããŒããæå¹ã§ãã
- ãã³ãããŒãã³ã°ïŒèªç€Ÿãšç«¶åä»ç€Ÿãæ¯èŒããå·®ç°ãæ確ã«ãã
- 顧客ã€ã³ãµã€ãã®æœåºïŒé¡§å®¢ããŒã¿ãããããŒãºãè¡åãã¿ãŒã³ãèªã¿è§£ã
- 仮説æ€èšŒïŒåæçµæãã仮説ãç«ãŠãããŒã¿ã«åºã¥ããŠæ€èšŒãã
- åªå é äœä»ãïŒåæçµæãããåªå çã«åãçµãã¹ã課é¡ãæ確ã«ãã
ãããã®ã¢ãããŒããçµã¿åãããããšã§ã3Cåæã®ç²ŸåºŠãé«ããå®è·µçãªç¥èŠãåŸãããšãã§ããŸãã
3Cåæã®çµæã®æŽçãšãŸãšãæ¹
3Cåæã®çµæã¯ãææ決å®ã«åœ¹ç«ã€åœ¢ã§ãŸãšããããšãéèŠã§ããåæçµæã®ãŸãšãæ¹ã«ã¯ã以äžã®ãããªãã€ã³ãããããŸãã
- çµè«ãšæèšã®æ確åïŒåæçµæããå°ãåºãããçµè«ãšãããã«åºã¥ãæèšãæ確ã«ãã
- åªå é äœã®æ瀺ïŒåãçµãã¹ã課é¡ãæœçã®åªå é äœãæ瀺ãã
- æ ¹æ ã®æ瀺ïŒçµè«ãæèšã®æ ¹æ ãšãªãããŒã¿ãåæçµæã瀺ã
- èŠèŠçãªè¡šçŸïŒå³è¡šãã°ã©ããçšããŠãåãããããçµæãè¡šçŸãã
åæçµæããŸãšããéã¯ãçµå¶å±€ãé¢ä¿éšéã«å¯ŸããŠãæ確ãã€èª¬åŸåã®ããã³ãã¥ãã±ãŒã·ã§ã³ãå¿ãããããšã倧åã§ãããŸããåæçµæã瀟å ã§å ±æããçµç¹å šäœã§èª²é¡æèãæã€ããšãéèŠãªãã€ã³ããšãããŸãã
3Cåæã«åºã¥ãçµå¶æŠç¥ç«æ¡ã®ã³ã
3Cåæã®æçµçãªç®çã¯ãåæçµæã«åºã¥ããŠå¹æçãªçµå¶æŠç¥ãç«æ¡ããããšã§ããçµå¶æŠç¥ã®ç«æ¡ã«åœãã£ãŠã¯ã以äžã®ãããªã³ãããããŸãã
ã³ã | 説æ |
---|---|
å·®å¥åãã€ã³ãã®æ確å | 3Cåæã§æããã«ãªã£ãèªç€Ÿã®åŒ·ã¿ã掻ããã競åä»ç€Ÿãšã®å·®å¥åãå³ã |
顧客ããŒãºãšã®ãããã³ã° | 顧客åæã§ææ¡ããããŒãºãæºããååããµãŒãã¹ãéçºã»æäŸãã |
è³æºé åã®æé©å | èªç€Ÿã®åŒ·ã¿ãåžå Žã®é å床ã«å¿ããŠãçµå¶è³æºãé©åã«é åãã |
æè»æ§ã®ç¢ºä¿ | åžå Žç°å¢ã®å€åã«å¯Ÿå¿ã§ãããããæŠç¥ã®æè»ãªèŠçŽããè¡ã |
çµå¶æŠç¥ã®ç«æ¡ããã»ã¹ã«ãããŠã¯ã3Cåæã®çµæãåºçºç¹ãšããŠãèªç€Ÿã®ç®æãã¹ãæ¹åæ§ããå ·äœçãªã¢ã¯ã·ã§ã³ãã©ã³ãæ€èšããŠãããŸãããã®éã瀟å ã®åéšéã®æèŠãèžãŸããªãããå®è¡å¯èœæ§ã®é«ãæŠç¥ãç·Žãäžããããšãæ±ããããŸãã
ãŸããçå®ããçµå¶æŠç¥ã¯ãå®æçã«ã¬ãã¥ãŒãè¡ããå¿ èŠã«å¿ããŠä¿®æ£ãå ããŠããããšãéèŠã§ãã3Cåæãç¶ç¶çã«å®æœããææ°ã®åžå ŽååãèžãŸããªãããPDCAãµã€ã¯ã«ãåããŠããããšã§ãæç¶çãªç«¶äºåªäœæ§ã確ç«ããããšãã§ããã§ãããã
以äžããããã«æ¥çã«ããã3Cåæã®å®æœããã»ã¹ã«é¢ãã解説ã§ããæ å ±åéããåæãæŠç¥ç«æ¡ã«è³ããŸã§ãäžé£ã®ããã»ã¹ãçå®ã«é²ããŠããããšãã3Cåæãæåã«å°ãããã®éµãšãããŸãã3Cåæãå¹æçã«æŽ»çšããèªç€Ÿã®åŒ·ã¿ã掻ãããå·®å¥åæŠç¥ãæšé²ããããšã§ãããã«æ¥çã«ããã競äºåªäœæ§ã確ç«ããŠãããŸãããã
ãŸãšã
ããã«æ¥çã§3Cåæã掻çšããããšã§ãèªç€Ÿã®åŒ·ã¿ã»åŒ±ã¿ã競åä»ç€Ÿã®ååã顧客ããŒãºãææ¡ããå¹æçãªçµå¶æŠç¥ãç«ãŠãããšãã§ããŸããèªç€Ÿã»ç«¶åã»é¡§å®¢ã®3ã€ã®èŠç¹ããçŸç¶ãåæããã¿ãŒã²ãããæ確ã«ããäžã§ãå·®å¥åèŠå ãèŠåºãããšãéèŠã§ãã3Cåæãé©åã«è¡ãããšã§ãããã«æ¥çã«ãããèªç€Ÿã®ç«ã¡äœçœ®ãç解ãã競äºåªäœæ§ãçºæ®ããããã®æœçãæã¡åºãããšãã§ããã§ãããã