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Area marketing techniques in Japan
Get PDFI am a management consultant with my business specialized in the marketing field. Most of questions from my customers are “how they can sell much more to make money”. In answer to their request, I have proposed to introduce the “Area Marketing” that it is effective to meet local needs without performing a uniform marketing activity in all the company.
This paper “Area Marketing Techniques in Japan” is written completely through my consulting business above and my experience, knowledge and skill obtained in lectures at a management school.
1. What “Area Marketing” is
“Area Marketing” is a theory of marketing set up in Japan in the 1970s. Its concept is that “the sales system to increase profit” in a local place is built up by discerning the local characteristics such as local culture, residents’ nature, industrial structure and regional differences, excluding the same and uniform marketing activity throughout the country.
2. Local characteristics and their main factors
The abovementioned local characteristics are the local originality and characteristics including the residents’ nature, local culture and local industry and are also expressed in other words as the remarkable differences with other regions.
As the four main factors producing the local characteristics, there are (1) natural environments such as physical aspect and climate, (2) historical background, (3) composition of population and (4) difference of regional economy based on industrial structure and commercial capital.論文(Article)departmental bulletin pape
Policy characters of localities in history tourism : reflecting on the definition of tourism
Get PDFThis paper aimed to clarify policy characters of localities where history tourism while reflect¬ing on the definition of tourism itself. First, the paper defined “tourism” as an action. Next, through a comparison of the rise and fall of tourist industries and the particularities of history tourism, the paper explored the salient points related to the place of history tourism in local policy.
The result of this research showed that tourism is initiated by two factors: “movement from place to place” and “routinelessness.” In addition, investment in tourism, community involve¬ment, and tourism resources are prerequisites for these two factors to succeed. “Historyness,” and sense of permanence, creates value that attracts tourists to visit for the first time. At the same time, failing to consider the needs of repeat visitors leads to a decline in the number of tourists. In addition, the decisive difference between history tourism and other types of tourism can be found in the form of interpretation. Because history tourism requires that tourists “study,” efforts to improve interpretation must address this issue adequately.
Thus, the responsibility for interpretation can and should remain in the hands of the local community. To ensure that the local community can take the lead in interpretation, the com¬munity must have a sense of identity. For history tourism to sustain itself and develop in the future, the local community must take the lead in developing the tourism resources. The local community needs to feel the rediscovery and presentation of its own identity and developing a process that draws on that identity in policy formation is an urgent task.論文(Article)departmental bulletin pape
The cause of the increase of the delinquent borrowers after the financial crisis in South Korea
Get PDF論文(Article)departmental bulletin pape
The three town planning acts and the strategy to revitalize the city center in Aomori City
Get PDFThe decline and hollowing out of city centers in Japan in recent years has become exceedingly remarkable. Although the Japanese government enacted three town planning acts at the end of the 1990’s, these acts have not revitalized city centers. On the contrary, city centers were further aggravated by these acts. Abolition of the Large-scale Retail Stores Act and the enactment of the New Location Act accelerated the poorly performing central shopping streets and city centers.
As a consequence of the continuing decline and hollowing out of city centers, the Japanese government revised the three town planning acts. New laws aiming to improve and revitalize city centers encouraged many local governments (municipalities, mayoralties, etc.) to adopt basic strategic plans to revitalize their city centers and to apply for financial subsidies.
These new laws and the responses of local governments, however, will not solve the problem of declining performance in city centers. To support our views, we consider the case of Aomori City in this paper. In our study, the redevelopment of a retail facility complex by the third sector in Aomori City (a joint venture between local government and private businesses) reveals the serious defects in the redevelopment plans cost and management structure.論文(Article)departmental bulletin pape
The rise of tourism volunteer guides and its meaning : with the “Princess Atsuhime” boom as an example
Get PDFThis article aims to close in the actual activities of the tourism volunteer guides in order to clarify what kind of empowerment their existence can achieve when building the sustainable tourism, paying attention to the tourism volunteer guides that began triggered by the “Princess Atsuhime”, the long running TV drama broadcasted in 2008. Specifically, we conducted hearing investigations to understand dynamically the tackling of two groups of “Tourism Station of Kagoshima-Strolling-the-Street” and “Kanmachi of the Restoration Community Development Project”.
As a result, it should be specially noted as the characteristics of the respective group that the former group came up with a broad tackling in all citizens and the entire urban district, and the latter made good effects to the tourism plus some extra activities in relatively small area such as the unit of multiple neighbourhood associations.
However, an issue has been found out existed that there might have been more sufficient consideration required in the point that the surge of the feeling for the tourism volunteer guides had been triggered by the long running TV drama. The long running TV drama is of the form suited for mass tourism-like needs, and the strolling the street is of the form suited for small tourism-like needs. Therefore, as an entity to coordinate different needs, a mechanism that allows the tourism volunteer guides to participates in an early stage of selecting the routes etc. needs to be built. This time, while they, as talents who supported the “Princess Atsuhime” boom, had a high potential, we were unable to confirm the existence of an opportunity that allowed them an involvement to such an extent.
Concerning whether the aspects of small tourism and sustainability that are their characteristics can be expanded in the future, it is necessary to continue to watch carefully the process how they can build cooperation with people who have been performing conventional similar activities.論文(Article)departmental bulletin pape
The regional promotion through Moe about the potentialities and its limitations of Moe-Okoshi
Get PDFIn this paper, the athor tries to discuss Moe-Okoshi, a kind of regional promotion through Moe.
Moe is an emotion of attachment to fictitious objects, like characters in animations, comics, or computer games. Originally, Moe was a slang of the Japanese OTAKU culture, but is now globally known as a term for a more common affection for sweeties. In fact, the market of Moe is becoming larger and larger, and attracting much attention of those who have had no connection with the pop culture before. The regional promotion, the main subject of this paper, is also having an intimate relation with Moe. Many novel promotion plans, in which practitioners try to draw the public notice by means of the fascination or curiosity of Moe, have already appeared. Such plans are commonly called Moe-Okoshi.
However, a lot of practices which we have bundled with the name of Moe-Okoshi can be classified into some models in spite of the superficial similarities; the frequent use of pretty animation-like pictures and so on. And each model has a different feature and method. A few of them have already been highlighted as individual examples, but they have been given no opportunity to be discussed systematically in the context of regional promotion.
These circumstances duly considered, it may be very meaningful to analyze the strategies which a practitioner can take toward each Moe-Okoshi model. For this purpose, the author investigates the potentialities and limitations of Moe-Okoshi.論文(Article)departmental bulletin pape
