{"created":"2024-11-06T06:47:02.321981+00:00","id":2000561,"links":{},"metadata":{"_buckets":{"deposit":"e8f8b8b1-abbb-497b-9fed-73d71ddbae84"},"_deposit":{"created_by":9,"id":"2000561","owner":"9","owners":[9],"pid":{"revision_id":0,"type":"depid","value":"2000561"},"status":"published"},"_oai":{"id":"oai:fukujo.repo.nii.ac.jp:02000561","sets":["1719218447191:1719218515320:1719298046565:1721197866602"]},"author_link":["203"],"item_1617186331708":{"attribute_name":"Title","attribute_value_mlt":[{"subitem_title":"化粧品ビジネスにおけるデジタル・マーケティングに対する予備的な考察：フロントランナー企業の取り組み","subitem_title_language":"ja"}]},"item_1617186385884":{"attribute_name":"Alternative Title","attribute_value_mlt":[{"subitem_alternative_title":"A Preliminary Study on Digital Marketing of the Cosmetics Business: The Initiatives of Front-runner Enterprise","subitem_alternative_title_language":"en"}]},"item_1617186419668":{"attribute_name":"Creator","attribute_type":"creator","attribute_value_mlt":[{"creatorAffiliations":[{"affiliationNameIdentifiers":[{"affiliationNameIdentifier":"37118","affiliationNameIdentifierScheme":"kakenhi"}],"affiliationNames":[{"affiliationName":"福岡女学院大学","affiliationNameLang":"ja"}]}],"creatorNames":[{"creatorName":"朴, 熙成","creatorNameLang":"ja"}],"nameIdentifiers":[{"nameIdentifier":"203","nameIdentifierScheme":"WEKO"}]}]},"item_1617186476635":{"attribute_name":"アクセス権","attribute_value_mlt":[{"subitem_access_right":"open access","subitem_access_right_uri":"http://purl.org/coar/access_right/c_abf2"}]},"item_1617186609386":{"attribute_name":"Subject","attribute_value_mlt":[{"subitem_subject":"Digital Marketing","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"Customer Experience","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"The Loyalty Loop","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"デジタル・マーケティング","subitem_subject_language":"ja","subitem_subject_scheme":"Other"},{"subitem_subject":"タッチポイント","subitem_subject_language":"ja","subitem_subject_scheme":"Other"},{"subitem_subject":"カスタマー・ジャーニー","subitem_subject_language":"ja","subitem_subject_scheme":"Other"},{"subitem_subject":"顧客経験","subitem_subject_language":"ja","subitem_subject_scheme":"Other"},{"subitem_subject":"ロイヤルティ・ループ","subitem_subject_language":"ja","subitem_subject_scheme":"Other"}]},"item_1617186626617":{"attribute_name":"Description","attribute_value_mlt":[{"subitem_description":"本研究では、まずデジタル時代における企業のマーケティングの変革を考察する。そのため、デジタル・マーケティングの背景を述べた上、その定義と概念をベースに述べる。次に、デジタル・マーケティングと顧客経験の関係を解明する。そのため、カスタマー・ジャーニーについてレビューし、その概念を明らかにする。顧客経験やカスタマー・ジャーニーに注目しながら、企業のカスタマージャーニー把握の解明のため、商品購入前の瞬間であるSNS の検索行動と顧客経験の管理で顧客が商品購買に至るプロセス、さらに購買後の消費者行動を考察する。最後に化粧品ビジネスにおけるフロントランナー企業のデジタル・マーケティングの先進的な取り組みを事例分析する。分析の対象はグローバル大手老舗ブランド企業であるロレアルを2次データに基づいて探索する。ケースにおいては、ロレアルが提供するデジタル・デバイスの活用で顧客の購買意思決定のプロセス（カスタマージャーニー）を考察する。次に、企業は顧客の消費行動からデータを収集し、個客マーケティング（Precision Marketing）を展開、データドリブン企業（Data-Driven Company）へ進化していることを明確にする。また、自社デバイス（の活用で顧客の満足度Tutorial,Try on, Share, AI, BoT, AR/VR）を高め、顧客の取り囲み（Loop）で顧客ロイヤルティを高めていくプロセスを考察する。最後に、デジタル・マーケティング・フロントランナー企業であるロレアルが取り組んできている一連のプロセスから、今後の向かうべき方向性を提示する。このケース分析を通して、カスタマー・ジャーニーと顧客経験の究明が可能になる。","subitem_description_language":"ja","subitem_description_type":"Abstract"}]},"item_1617186643794":{"attribute_name":"Publisher","attribute_value_mlt":[{"subitem_publisher":"福岡女学院大学国際キャリア学部","subitem_publisher_language":"ja"},{"subitem_publisher":"Faculty of International Career Developmet, Fukuoka Jo Gakuin University","subitem_publisher_language":"en"}]},"item_1617186702042":{"attribute_name":"Language","attribute_value_mlt":[{"subitem_language":"jpn"}]},"item_1617186920753":{"attribute_name":"Source Identifier","attribute_value_mlt":[{"subitem_source_identifier":"21893942","subitem_source_identifier_type":"PISSN"},{"subitem_source_identifier":"27590372","subitem_source_identifier_type":"EISSN"},{"subitem_source_identifier":"AA12715636","subitem_source_identifier_type":"NCID"}]},"item_1617187056579":{"attribute_name":"bibliographic_information","attribute_value_mlt":[{"bibliographicIssueDates":{"bibliographicIssueDate":"2020-03","bibliographicIssueDateType":"Issued"},"bibliographicNumberOfPages":"42","bibliographicPageEnd":"152","bibliographicPageStart":"111","bibliographicVolumeNumber":"6","bibliographic_titles":[{"bibliographic_title":"Fukuoka Jo Gakuin University Bulletin. Faculty of International Career Development","bibliographic_titleLang":"en"},{"bibliographic_title":"福岡女学院大学紀要. 国際キャリア学部編","bibliographic_titleLang":"ja"}]}]},"item_1617258105262":{"attribute_name":"item_1617258105262","attribute_value_mlt":[{"resourcetype":"departmental bulletin paper","resourceuri":"http://purl.org/coar/resource_type/c_6501"}]},"item_1617265215918":{"attribute_name":"Version Type","attribute_value_mlt":[{"subitem_version_resource":"http://purl.org/coar/version/c_970fb48d4fbd8a85","subitem_version_type":"VoR"}]},"item_1617604990215":{"attribute_name":"File","attribute_type":"file","attribute_value_mlt":[{"accessrole":"open_access","date":[{"dateType":"Available","dateValue":"2024-11-06"}],"fileDate":[{"fileDateType":"Issued","fileDateValue":"2020-03"}],"filename":"kokusai006005.pdf","filesize":[{"value":"1.6 MB"}],"format":"application/pdf","mimetype":"application/pdf","url":{"url":"https://fukujo.repo.nii.ac.jp/record/2000561/files/kokusai006005.pdf"},"version_id":"00603d71-8d40-4af7-8e7b-48de72e4244c"}]},"item_1623818042585":{"attribute_name":"identifier_registration","attribute_value_mlt":[{"subitem_identifier_reg_text":"10.60461/0002000561","subitem_identifier_reg_type":"JaLC"}]},"item_1720917167839":{"attribute_name":"identifier","attribute_value_mlt":[{"subitem_identifier_uri":"https://hdl.handle.net/11470/830"}]},"item_title":"化粧品ビジネスにおけるデジタル・マーケティングに対する予備的な考察：フロントランナー企業の取り組み","item_type_id":"40001","owner":"9","path":["1721197866602"],"pubdate":{"attribute_name":"PubDate","attribute_value":"2024-11-06"},"publish_date":"2024-11-06","publish_status":"0","recid":"2000561","relation_version_is_last":true,"title":["化粧品ビジネスにおけるデジタル・マーケティングに対する予備的な考察：フロントランナー企業の取り組み"],"weko_creator_id":"9","weko_shared_id":-1},"updated":"2024-12-26T03:25:41.653644+00:00"}