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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図4.2.4
EC
モール併用状況
EC
チャネルの戦略的使い分け
ここから、本章で扱う問いである
「
あるべきチャネルの使い分けって？
」
の
答えとなる、
「
戦略的に
EC
チャネルを 運 用 す るノウハウ
」
につ いてお 伝えしま
す。天然素材にこだわ
ったスキンケア商品を販売する架空の企業
「
A
社
」
を
例に、具体例を説明します。
EC
モールを活用した集客
A
社が
EC
モールを利 用する目的は、主に
「
新規顧客の獲得
」
と
「
ブ ラ ンド
認知の拡大
」
です。
EC
モ ー ル は 、大 手 プ ラットフォームが持つ集客力と信頼
性を活用できるため、特にブランドが成長途上にある企業にと
っては非常に
効果的です。
A
社は、
Amazon
ベンダーと楽天市場に出店しました。
初期は双方とも同じ商品による運用でしたが、運用
２
カ月目でチ
ャネルごと
に商品の売上傾向が違うことがわかりました。特定商品の売上が圧倒的に
伸びていた
Amazon
では、セール期にだけ売れる特定商品の単品を思い
全体（
N=
22
,
000
）
出 典：
HAKUHODO EC+
「
EC
生活者調査」
2021
年
6
月より
注：このアンケート結果は一般には非公表
楽天市場
Amazon
Yahoo!
ショッピング
Amazon
＋
Yahoo!
ショッピング
16
.
2
％
Yahoo!
ショッピング＋
楽天市場
16
.
9
％
Yahoo!
ショッピングのみ
3
.
9
％
3
社併用
12
.
4
％
Amazon
のみ
10
.
5
％
楽天市場＋
Amazon
28
.
7
％
楽天市場のみ
11
.
6
％
087
第 4 章
Q.1
あ る べ き チ ャネ ル の 使 い
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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.