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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めるマーケティング戦略のインパクトの大きさを決めるのです。
戦略起点の事業運営
「
EC
から始めるマーケティング
」
とは、
「
EC
ビジネス以外の領域も俯瞰し
た戦略起点の事業戦略を練り、事業運営の背骨にする
」
ということです 。
全社経営戦略を踏まえて
EC
ビジネスの戦略を考えるのではなく、
「
EC
ビ
ジネスを中心に据えた企業成長
」
の絵を描くことから議論をスタートさせるこ
とが 重 要となります 。
・ ECビジネスでどんな顧客を獲得できれば、企業全体が成長するか
・ ECビジネスを通じてどんな生活者洞察を得て、全社戦略に活かすか
・ ECビジネスと店頭ビジネスを組み合わせて、生活者にどんな体験を提
供したいか
こうい
った
EC
ビジネスを起点とする成長戦略
（
図2.2.1の❶
「
構想フェー
ズ
」
の論点
）
を描き、
EC
ビジネスを
「
企業活動と切り離せない事業
」
とし て
運 営し て い くこ と が 、
「
EC
から始めるマーケティング
」
を機 能させる鍵となり
ます
（
図2.2.2
）
。
図2.2.2 戦略起点の事業運営
ターゲット戦略
EC
EC
ビジネスでどん
な顧客を獲得でき
れば
、
企業全体が
成長するか
PDCA
戦略
EC
ビジネスを通じ
てどんな生活者洞
察を得て
、
全社戦
略に活かすか
OMO
戦略
EC
ビジネスと店頭
ビジネスを組み合 わ
せて
、
生活者にど
んな体験を提供した
いか
043
第 2 章
EC
「 から」始 め る 、これ からの マ ー ケティング
chap02_EC.indd 43chap02_EC.indd 43 2025/02/13 14:302025/02/13 ...
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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.