ã³ã³ããæ¥çã«ãããŠãããœãŒã·ã£ã«ãªã¹ãã³ã°ã®éèŠæ§ãé«ãŸã£ãŠããŸããæ¶è²»è ãXïŒæ§TwitterïŒãFacebookãªã©ã®SNSäžã«æçš¿ãããåºèãååã«å¯Ÿããè©äŸ¡ã»èŠæã¯ã貎éãªæ å ±ã®å®åº«ãšèšããã§ãããããããã®çã®å£°ãåéã»åæããããŒã±ãã£ã³ã°æŠç¥ã«æŽ»ããããšããä»ãäŒæ¥ã®æé·ã«æ¬ ãããŸããããããããœãŒã·ã£ã«ãªã¹ãã³ã°ã«åãçµãã«ã¯ãé©åãªæ¹æ³è«ã®ç解ãäžå¯æ¬ ã§ããæ¬èšäºã§ã¯ãã³ã³ããæ¥çã«ããããœãŒã·ã£ã«ãªã¹ãã³ã°ã®éèŠæ§ããå ·äœçãªå®è·µæ¹æ³ã«ã€ããŠãåå¿è ã«ããããããã解説ããŠãããŸãã
ã³ã³ããã«ããããœãŒã·ã£ã«ãªã¹ãã³ã°ã®éèŠæ§
è¿å¹Žãã³ã³ããæ¥çã«ãããŠããœãŒã·ã£ã«ãªã¹ãã³ã°ã®éèŠæ§ã泚ç®ãããŠããŸãããœãŒã·ã£ã«ãªã¹ãã³ã°ãšã¯ãXïŒæ§TwitterïŒãFacebookãªã©ã®ãœãŒã·ã£ã«ã¡ãã£ã¢äžã§ãæ¶è²»è ãçºä¿¡ããŠããæ å ±ãåéã»åæããèªç€Ÿè£œåããµãŒãã¹ã«å¯Ÿããè©å€ãææ¡ããããšã§ãä»åŸã®ããŒã±ãã£ã³ã°æŠç¥ã«æŽ»ããããšãæããŸããã³ã³ããæ¥çã§ãœãŒã·ã£ã«ãªã¹ãã³ã°ãéèŠèŠãããçç±ã¯ã顧客ã®çã®å£°ãçŽæ¥ææ¡ã§ããç¹ã«ãããŸãã
顧客ã®å£°ãçŽæ¥ææ¡ã§ãã
ã³ã³ããã¯ãæ¥åžžç掻ã«å¯çããååšã§ãããå€ãã®æ¶è²»è ãå©çšããŠããŸãããã®ããããœãŒã·ã£ã«ã¡ãã£ã¢äžã§ã¯ãã³ã³ããã«é¢ããæ§ã ãªæèŠãææ³ãæçš¿ãããŠããŸãããããã®æçš¿ãåæããããšã§ã顧客ãã³ã³ããã«æ±ããŠãããã®ããäžæºã«æããŠããç¹ãªã©ãçŽæ¥ææ¡ããããšãã§ããŸããåŸæ¥ã®ã¢ã³ã±ãŒã調æ»ãªã©ã§ã¯åŸãããªãããªã¢ã«ãªé¡§å®¢ã®å£°ãç¥ãããšãå¯èœãšãªãã®ã§ãã
äŸãã°ãããã³ã³ãããã§ãŒã³ããœãŒã·ã£ã«ãªã¹ãã³ã°ãè¡ã£ããšãããåºèã®æž æœæã«é¢ããäžæºã®å£°ãå€ãããšãåãããŸããããã®æ å ±ãåºã«ãåºèã®æž æé »åºŠãå¢ãããããåŸæ¥å¡ã®è¡ç管çæè²ã匷åãããããããšã§ã顧客æºè¶³åºŠã®åäžã«ã€ãªããããšãã§ããã§ãããã
ãªã¢ã«ã¿ã€ã ãªæ å ±åéãå¯èœ
ãœãŒã·ã£ã«ã¡ãã£ã¢äžã®æçš¿ã¯ããªã¢ã«ã¿ã€ã ã§æŽæ°ãããŠããŸããã€ãŸãããœãŒã·ã£ã«ãªã¹ãã³ã°ãè¡ãããšã§ããã®æã ã®é¡§å®¢ã®åå¿ãããã«ææ¡ããããšãã§ããã®ã§ããäŸãã°ãæ°ååãçºå£²ããéã«ããœãŒã·ã£ã«ã¡ãã£ã¢äžã§ã©ã®ãããªåé¿ãããã®ããçŽ æ©ãç¥ãããšãã§ããŸããããåŠå®çãªæèŠãå€ããã°ãããã«æ¹åçãè¬ããããšãå¯èœã§ãã
ãŸãã競åä»ç€Ÿã®ååããªã¢ã«ã¿ã€ã ã§ææ¡ã§ããŸããä»ç€Ÿãæ°ãããµãŒãã¹ãå§ãããããã£ã³ããŒã³ãå®æœãããããå ŽåããœãŒã·ã£ã«ã¡ãã£ã¢äžã§ã¯ããã«æ å ±ãæ¡æ£ãããŸãããããã®æ å ±ããã¡æ©ããã£ããããããšã§ãèªç€Ÿã®æŠç¥ã«æŽ»ããããšãã§ããã§ãããã
ããŒã±ãã£ã³ã°æŠç¥ã®æ¹åã«æŽ»çšã§ãã
ãœãŒã·ã£ã«ãªã¹ãã³ã°ã§åŸãããæ å ±ã¯ãããŒã±ãã£ã³ã°æŠç¥ã®æ¹åã«å€§ãã«åœ¹ç«ã¡ãŸãã顧客ã®æèŠãåå¿ãåæããããšã§ãèªç€Ÿã®åŒ·ã¿ã匱ç¹ãææ¡ãããããåºã«ããŒã±ãã£ã³ã°æœçãèŠçŽãããšãã§ããã®ã§ãã
äŸãã°ããœãŒã·ã£ã«ãªã¹ãã³ã°ã®çµæã顧客ãäœäŸ¡æ ŒãéèŠããŠããããšãåãã£ãå ŽåãäŸ¡æ ŒèšŽæ±åã®ãã£ã³ããŒã³ãå®æœããã®ãå¹æçã§ããããéã«ãåæãã®å å®ããè©äŸ¡ãããŠããã°ãæ°ååã®éçºã«åãå ¥ããã¹ããããããŸããããã®ããã«ã顧客ã®å£°ã«è³ãåŸããããšã§ãããç確ãªããŒã±ãã£ã³ã°æŠç¥ãç«ãŠãããšãã§ããŸãã
ããã«ããœãŒã·ã£ã«ã¡ãã£ã¢äžã§ã®çºèšã¯ãååããµãŒãã¹ã®æ¹åã«ã掻çšã§ããŸããäŸãã°ãããååã«å¯Ÿããäžæºã®å£°ãå€ããã°ããã®ç¹ãæ¹è¯ããããšã§ã顧客æºè¶³åºŠã®åäžã売äžã¢ããã«ã€ãªããããå¯èœæ§ããããŸãã
以äžã®ããã«ããœãŒã·ã£ã«ãªã¹ãã³ã°ã¯ã³ã³ããæ¥çã«ãããŠéåžžã«éèŠãªåãçµã¿ã ãšèšããŸãã顧客ã®çã®å£°ãçŽæ¥ææ¡ãããªã¢ã«ã¿ã€ã ãªæ å ±åéãè¡ãããšã§ãããŒã±ãã£ã³ã°æŠç¥ã®æ¹åãååã»ãµãŒãã¹ã®åäžã«åœ¹ç«ãŠãããšãã§ããã®ã§ããä»åŸããŸããŸããœãŒã·ã£ã«ãªã¹ãã³ã°ã®éèŠæ§ãé«ãŸã£ãŠããããšã§ããããã³ã³ããå瀟ã¯ãç©æ¥µçã«ãœãŒã·ã£ã«ãªã¹ãã³ã°ã«åãçµã¿ã顧客ã«å¯ãæ·»ã£ããµãŒãã¹ãæäŸããŠããããšãæ±ããããŠããŸãã
ã³ã³ããããœãŒã·ã£ã«ãªã¹ãã³ã°ã§åŸãããæ å ±
ã³ã³ããããœãŒã·ã£ã«ãªã¹ãã³ã°ã掻çšããããšã§ãæ§ã ãªæçãªæ å ±ãåŸãããšãã§ããŸãããœãŒã·ã£ã«ã¡ãã£ã¢äžã§ã¯ãæ¥åžžçã«ã³ã³ãããå©çšããŠããæ¶è²»è ã®çã®å£°ãå€æ°æçš¿ãããŠããããããã®æ å ±ãåéã»åæããããšã§ãèªç€Ÿã®ååããµãŒãã¹ãåºèéå¶ãªã©ã«å¯Ÿããè©äŸ¡ãèŠæãææ¡ã§ããã®ã§ãã以äžã§ã¯ãã³ã³ããããœãŒã·ã£ã«ãªã¹ãã³ã°ãéããŠåŸãããäž»ãªæ å ±ã«ã€ããŠè©³ããèŠãŠãããŸãããã
ååããµãŒãã¹ã«å¯Ÿããè©äŸ¡ãèŠæ
ã³ã³ããã§è²©å£²ãããŠããååããµãŒãã¹ã«å¯Ÿããæ¶è²»è ã®è©äŸ¡ãèŠæã¯ããœãŒã·ã£ã«ãªã¹ãã³ã°ãè¡ãããšã§å¹æçã«åéã§ããŸããäŸãã°ãæ°ååãçºå£²ããéã«ã¯ããã®å³ãå質ãäŸ¡æ Œèšå®ãªã©ã«ã€ããŠãæ¶è²»è ãã©ã®ãããªåå¿ã瀺ããŠããã®ããææ¡ããããšãã§ããŸããpositive ãªæèŠãå€ããã°ãååã®è²©ä¿æŽ»åã匷åãããšãã£ã察å¿ãå¯èœã§ãããnegativeãªæèŠãç®ç«ã€å Žåã«ã¯ãååã®æ¹åç¹ãæ€èšãããã£ããã«ãªãã§ãããã
ãŸããæ¢åååã«å¯Ÿãããªã¯ãšã¹ããæ¹åæ¡ãªã©ãããœãŒã·ã£ã«ã¡ãã£ã¢äžã§ã¯æŽ»çºã«è°è«ãããŠããŸããåæãã®æ¡å ããããã±ãŒãžã®ãã¶ã€ã³å€æŽãªã©ãæ¶è²»è ã®å ·äœçãªèŠæãç¥ãããšãã§ããã°ããããååéçºã«åæ ãããããšã§ã顧客æºè¶³åºŠã®åäžã«ã€ãªããããŸãã
åºèã®é°å²æ°ãæ¥å®¢ã«é¢ããææ³
ã³ã³ããã®åºèã«å¯Ÿããæ¶è²»è ã®å°è±¡ãããœãŒã·ã£ã«ãªã¹ãã³ã°ãéããŠç¥ãããšãã§ããŸããæž æœæãåºå ã®é°å²æ°ãåŸæ¥å¡ã®æ¥å®¢æ 床ãªã©ãåºèéå¶ã«é¢ããæ§ã ãªæèŠãæçš¿ãããŠããŸãã奜æçãªè©äŸ¡ãå€ããã°ãçŸåšã®åãçµã¿ãç¶ç¶ã»åŒ·åããŠããããšãæãŸããã§ãããåŠå®çãªæèŠãç®ç«ã€å Žåã«ã¯ãæ¹åã«åããå ·äœçãªã¢ã¯ã·ã§ã³ãæ±ããããã§ãããã
äŸãã°ããåºå ãæ±ãããã¬ãžã®å¯Ÿå¿ãæªãããšãã£ãã³ã¡ã³ããæ£èŠãããããã§ããã°ãæž æã®åŸ¹åºãåŸæ¥å¡æè²ã®èŠçŽããªã©ãæ€èšãã¹ãã§ããéã«ãããã€ãæããè¿ããŠãããããåºå ããããã§å± å¿å°ãè¯ãããªã©ãpositive ãªè©äŸ¡ãå€ããã°ããã®ç¹ã匷ã¿ãšããŠã¢ããŒã«ããŠããããšãæå¹ã§ãããã
競åä»ç€Ÿãšã®æ¯èŒæèŠ
ã³ã³ããæ¥çã¯ç«¶äºãæ¿ãããä»ç€Ÿãšã®å·®å¥åãéèŠãªãã€ã³ããšãªããŸãããœãŒã·ã£ã«ãªã¹ãã³ã°ãè¡ãããšã§ãèªç€Ÿãšç«¶åä»ç€Ÿã«å¯Ÿããæ¶è²»è ã®æ¯èŒæèŠãç¥ãããšãã§ããŸãããA瀟ã®ååã¯B瀟ããçŸå³ããããC瀟ã®åºèã¯æž æœæãããããªã©ãå ·äœçãªæ¯èŒã³ã¡ã³ããåéã»åæããããšã§ãèªç€Ÿã®åŒ·ã¿ã匱ç¹ã客芳çã«ææ¡ã§ããã®ã§ãã
ä»ç€Ÿãšã®æ¯èŒã«ãããŠèªç€ŸãåªããŠããç¹ãã¢ããŒã«ããããšã§ã競äºåªäœæ§ã確ç«ã§ããŸãããéã«å£ã£ãŠããéšåã«ã€ããŠã¯ãéç¹çã«æ¹åãé²ããŠããå¿ èŠãããã§ãããããŸããä»ç€Ÿã®æåäºäŸãåèã«ããããšã§ãæ°ããªæœçã®ãã³ããåŸãããšãã§ããŸãã
以äžã®ããã«ããœãŒã·ã£ã«ãªã¹ãã³ã°ã掻çšããããšã§ãã³ã³ããã¯é¡§å®¢ã®çã®å£°ãçŽæ¥ç¥ãããšãã§ããŸããååããµãŒãã¹ãåºèéå¶ã«å¯Ÿããè©äŸ¡ãèŠæã競åä»ç€Ÿãšã®æ¯èŒæèŠãªã©ãæ§ã ãªæçãªæ å ±ãåéã»åæããããŒã±ãã£ã³ã°æŠç¥ãååéçºãåºèéå¶ã®æ¹åã«åœ¹ç«ãŠãŠããããšãå¯èœãªã®ã§ããä»åŸããœãŒã·ã£ã«ãªã¹ãã³ã°ã¯ã³ã³ããæ¥çã«ãããŠæ¬ ãããªãåãçµã¿ãšãªã£ãŠããããšã§ãããã
ã³ã³ããã«ããããœãŒã·ã£ã«ãªã¹ãã³ã°ã®å®è·µæ¹æ³
ãœãŒã·ã£ã«ãªã¹ãã³ã°ã¯ãã³ã³ããæ¥çã§ã泚ç®ãéããŠããææ³ã§ãã顧客ã®çã®å£°ãçŽæ¥ææ¡ããããŒã±ãã£ã³ã°æŠç¥ã®æ¹åãååã»ãµãŒãã¹ã®åäžã«åœ¹ç«ãŠãããšãã§ããããã§ããããã§ã¯ãã³ã³ããã«ããããœãŒã·ã£ã«ãªã¹ãã³ã°ã®å ·äœçãªå®è·µæ¹æ³ã«ã€ããŠè§£èª¬ããŸãã
ã¢ãã¿ãªã³ã°å¯Ÿè±¡ãšãªãSNSãããŒã¯ãŒãã®èšå®
ãœãŒã·ã£ã«ãªã¹ãã³ã°ãè¡ãããã«ã¯ããŸãã¢ãã¿ãªã³ã°å¯Ÿè±¡ãšãªãSNSãéžå®ããå¿ èŠããããŸããã³ã³ããæ¥çã§ç¹ã«éèŠãªã®ã¯ãXïŒæ§TwitterïŒãšInstagramã§ãããããããã®SNSã«ã¯ãè¥è ãäžå¿ã«å€ãã®ãŠãŒã¶ãŒãéãŸã£ãŠãããã³ã³ããã«é¢ããæçš¿ã掻çºã«è¡ãããŠããŸãã
次ã«ãã¢ãã¿ãªã³ã°ããããŒã¯ãŒããèšå®ããŸããã³ã³ããåãåååãªã©ã®åºæåè©ã«å ããŠããã³ã³ããããå€é£ããããã€ããšãã£ãäžè¬çãªããŒã¯ãŒããçµã¿åãããããšã§ãå¹ åºãæçš¿ãåéã§ããŸãããŸãã競åä»ç€Ÿã®ååããã£ã³ããŒã³ã®ããã·ã¥ã¿ã°ãªã©ãç£èŠå¯Ÿè±¡ã«å ããŠãããšè¯ãã§ãããã
SNSãšããŒã¯ãŒãã決ãŸã£ãããããããçµã¿åãããŠã¢ãã¿ãªã³ã°ãéå§ããŸãããœãŒã·ã£ã«ãªã¹ãã³ã°ããŒã«ã掻çšããã°ãå¹ççã«ããŒã¿ãåéã§ããŸããæåã§è¡ãå Žåã¯ãå®æçã«æ€çŽ¢ãå®è¡ããé¢é£ããæçš¿ããã§ãã¯ããŠãããŸãããã
åéããããŒã¿ã®åæãšå¯èŠå
ã¢ãã¿ãªã³ã°ã§åéããããŒã¿ã¯ããã®ãŸãŸã§ã¯æŽ»çšãã¥ãããããåæãšå¯èŠåãå¿ èŠã§ããåæã§ã¯ãæçš¿ã®å 容ã粟æ»ãã顧客ã®æèŠãèŠæãè©äŸ¡ãªã©ãææ¡ããŸããããžãã£ããªæçš¿ãšãã¬ãã£ããªæçš¿ã«åé¡ããããããåºãŠããããŒã¯ãŒããæœåºãããããããšã§ãåŸåãæŽãããšãã§ããã§ãããã
åæçµæã¯ãã°ã©ãããã£ãŒããªã©ãçšããŠå¯èŠåãããšãããç解ãããããªããŸããäŸãã°ãååããšã®è©äŸ¡ãã°ã©ãåããããåºèã«å¯ŸããæèŠãã¯ãŒãã¯ã©ãŠãã§è¡šçŸãããããã®ãå¹æçã§ããå¯èŠåãããããŒã¿ã¯ã瀟å ã®é¢ä¿è ãšå ±æããè°è«ã®ææãšãããšããã§ãããã
åæçµæãèžãŸããããŒã±ãã£ã³ã°æœçã®ç«æ¡ãšå®è¡
ãœãŒã·ã£ã«ãªã¹ãã³ã°ã§åŸãããç¥èŠã¯ãããŒã±ãã£ã³ã°æœçã«åæ ãããããšã§äŸ¡å€ãçã¿ãŸããåæçµæãåºã«ãååéçºã販ä¿äŒç»ãåºèéå¶ã®æ¹åãªã©ãå ·äœçãªæœçãç«æ¡ããŸãããã
äŸãã°ãããååã«å¯Ÿãããã¬ãã£ããªæèŠãç®ç«ã£ãå Žåã¯ãæ¹è¯ãæ€èšãã¹ãã§ããåºèã®é°å²æ°ãæ¥å®¢æ 床ã«é¢ããäžæºãããã°ãçŸå Žã¹ã¿ãããžã®æå°ã匷åããããšãæ±ããããŸããéã«ãè©äŸ¡ãé«ãç¹ã«ã€ããŠã¯ãSNSãªã©ãéããŠç©æ¥µçã«ã¢ããŒã«ããŠããã®ãå¹æçã§ãããã
ããŒã±ãã£ã³ã°æœçãå®è¡ãããããã®å¹æããœãŒã·ã£ã«ãªã¹ãã³ã°ã§æ€èšŒããããšã倧åã§ãã顧客ã®åå¿ã確èªããPDCAãµã€ã¯ã«ãåãããšã§ãæœçã®ç²ŸåºŠãé«ããŠãããã¯ãã§ãã
以äžã®ããã«ããœãŒã·ã£ã«ãªã¹ãã³ã°ã®å®è·µã«ã¯ãã¢ãã¿ãªã³ã°ãåæã»å¯èŠåãæœçç«æ¡ã»å®è¡ãšããäžé£ã®ããã»ã¹ãå¿ èŠã§ããã³ã³ããå瀟ãããœãŒã·ã£ã«ã®å£°ã«çæ¯ã«è³ãåŸãã顧客èŠç¹ã«ç«ã£ãçµå¶ãé²ããŠããããšãæåŸ ãããã§ããããœãŒã·ã£ã«ãªã¹ãã³ã°ã¯ãããããã®ã³ã³ããæ¥çãæ¯ããéèŠãªåãçµã¿ã ãšèšããã§ãããã
ãã ãããœãŒã·ã£ã«ã¡ãã£ã¢äžã®çºèšããã®ã¿ã«ããã®ã¯å±éºã§ããããŒã¿ã®è§£éã«ã¯æ³šæãæããä»ã®èª¿æ»çµæãªã©ãèžãŸããŠãç·åçã«å€æããããšã倧åã§ãããŸãããœãŒã·ã£ã«ãªã¹ãã³ã°ã§åéããå人æ å ±ã®åãæ±ãã«ããååãªé æ ®ãå¿ èŠäžå¯æ¬ ã§ãã
ãœãŒã·ã£ã«ãªã¹ãã³ã°ã¯ãæ£ãã掻çšããã°ãã³ã³ããæ¥çã«å€§ããªå€é©ãããããå¯èœæ§ãç§ããŠããŸãã顧客ãšã®å¯Ÿè©±ãéããŠãããè¯ãååã»ãµãŒãã¹ãåºèãäœãäžããŠããããããªé¡§å®¢äž»å°ã®çµå¶ããããããã®ã³ã³ããã«æ±ããããŠããã®ã§ã¯ãªãã§ããããããœãŒã·ã£ã«ã®å£°ã«çæ¯ã«åãåããæ°ããªäŸ¡å€ãçã¿åºããŠããããšããã³ã³ããå瀟ã®çºå±ã«ã€ãªããã¯ãã§ãã
ãœãŒã·ã£ã«ã¡ãã£ã¢ã®æ®åãšãšãã«ãç掻è ã®æ å ±çºä¿¡åã¯æ Œæ®µã«é«ãŸããŸãããããã¯èŠæ¹ãå€ããã°ãäŒæ¥ã«ãšã£ãŠé¡§å®¢ã®å£°ãçŽæ¥èãã絶奜ã®ãã£ã³ã¹ãšãèšããŸãããœãŒã·ã£ã«ãªã¹ãã³ã°ã¯ããã®ãã£ã³ã¹ã確å®ã«æããããžãã¹ã®æé·ã«ã€ãªããããã®æå¹ãªæ段ã®äžã€ãã³ã³ããæ¥çã®ä»åŸã®å±éã«ã倧ããªåœ±é¿ãäžããŠããããšã¯ééããªãã§ãããã
å€åã®æ¿ããæ代ã ããããããœãŒã·ã£ã«ã®å£°ã«è³ãæŸãŸããã¹ããŒãã£ãŒã«è¡åããŠããããšãéèŠã§ãããœãŒã·ã£ã«ãªã¹ãã³ã°ãéããŠãç掻è ã®ãªã¢ã«ãªå£°ã«å¯ãæ·»ããããããããããã®ã³ã³ããã«æ±ãããã姿å¢ãªã®ãããããŸããã
ãŸãšã
ã³ã³ããã«ããããœãŒã·ã£ã«ãªã¹ãã³ã°ã¯ã顧客ã®çã®å£°ãçŽæ¥ææ¡ãããªã¢ã«ã¿ã€ã ãªæ å ±åéãšããŒã±ãã£ã³ã°æŠç¥ã®æ¹åã«æŽ»çšã§ããéèŠãªåãçµã¿ã§ãããœãŒã·ã£ã«ã¡ãã£ã¢äžã®æçš¿ãããååããµãŒãã¹ã«å¯Ÿããè©äŸ¡ã»èŠæãåºèã®é°å²æ°ãæ¥å®¢ã«é¢ããææ³ã競åä»ç€Ÿãšã®æ¯èŒæèŠãªã©ãåŸãããšãã§ããŸãããããã®æ å ±ãåéã»åæããã¢ãã¿ãªã³ã°å¯Ÿè±¡ã®èšå®ãããŒã¿ã®å¯èŠåãæœçç«æ¡ã»å®è¡ãšããããã»ã¹ãèžãããšã§ã顧客èŠç¹ã«ç«ã£ãçµå¶ãå®çŸã§ããã§ãããããœãŒã·ã£ã«ã®å£°ã«çæ¯ã«è³ãåŸããã¹ããŒãã£ãŒã«è¡åããããšããããããã®ã³ã³ããã«æ±ããããŠããŸãã