March 2025
248 pages
7h 10m
Japanese
Content preview from EC起点の事業変革 博報堂式 ECから始める、これからのマーケティング
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.
客の声を起点に商品・サービスが改善される
⇒
③その商品・サービスに触れ
た顧 客のロイヤルテ
ィが 高 まり
LTV
も向上する
⇒
④ロイヤルティの高い顧客
が新しい顧客を連れてきてくれる、の四つのステ
ップです。この四つのステッ
プがうまく循環すれば、新規獲得にかけるコストを抑えながら中長期的に
EC
事業を成長させていくことが可能です。
図9.2.2 コミュニティ活用を事業成長につなげる四つのステップ
「
EC
×コミュニティ」の可能性
コミュニティは、
EC
ビ ジ ネ ス の 成 長 に 結 び 付くだ け で は なく、 マ ー ケ ティン
グの進化にも活用できる可能性を秘めています。コミ
ュニティにおけるつなが
りを 強 めることで 、
「
データ連携による顧客理解の深化
」
や
「
顧客体験のレ
ベルア
ップ
」
につなげられるのです。
「
EC
×コミュニティ」のデータ連携による、顧客理解の深化
EC
サイト上の購買データを分析するだけでは、
「
どのような思 いで
」「
どの
ようなき
っかけで
」
商品を買ってくれたのかという購買行動の裏にある顧客の
コミュニティ
④新しい
顧客の獲得
①～④のステップがうまく循 環することで、中長期的な事業成長を実現
①顧客との
良好な関係
③顧客の
ロイヤルテ
ィ
UP
（
LTV
向上）
② 商 品・
サービス
が改善
212
第
3
部
生活者視点の戦術立案
chap09_EC.indd 212chap09_EC.indd 212 2025/02/13 14:482025/02/13 14:48
心理までは把握することができません。
しかし、顧客心理 ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.