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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4.1
ECビジネスと店舗ビジネスを
有機的につなぐ
EC
ビジネスと店頭ビジネスという「チャネル」の使い分け
第
2
章でも触れた通り、企業側が強く感じていた
EC
ビジネスと店頭ビジネ
スの壁は、生活者の中にはありません。生活者は
EC
と店頭を自由に行き来
し な が ら買 い 物 を 楽し む ように なりまし た 。
「
EC
ビジネス」と「店頭ビジネス」という二つのチャネルをどう使い分けていく
か？
という問いを考え抜くことは、生活者の変化に適応するうえで重要です。
この状況で企業に求められるのは、「
EC
に特化したテクニック」でも「店頭で
の成功事例の横展開」でもありません。
重要なことは、生活者が
「
どこで買っ
ても満 足できる
」
ブランド体験を実現することです。
この節では、
EC
ビジネスと店頭ビジネスそれぞれの特徴と、二つのチャネ
ルを有機的につなげるうえで重要な論点をお伝えします。
EC
ビジネスと店頭ビジネスの特徴
EC
ビジネスと店頭ビジネスの違いや、それぞれの特徴について、
「
生活者
目線
」
と
「
企業目線
」
に 分 け て 整 理 し て いきましょう
（
図4.1.1
）
。
066
第
2
部
経営者視点の戦略策定
chap04_EC.indd 66chap04_EC.indd 66 2025/02/13 14:362025/02/13 14:36
図4.1.1 生活者目線での
EC
ビジネス・店頭ビジネスの違い
生活者目線での違い
EC
ビジネスの最大の特徴は、購入の手軽さです。
24
時間
365
日 、自 宅 や
外出先からスマートフ
ォンや
PC ...
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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.