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ﾆ｣ﾂ螟ｵ､�､茹ｬ･､･ﾉ･鬣､･�PJ､ﾋ､ｴｻｲｲﾃﾄｺ､､､ｿｳｧﾍﾍ､ﾎ､ｪｱ｢､ﾇ､ｹ｡｣

｡ﾊｻ荀ﾏ｡｢PRｲ�ｼﾒ､ﾈ､､､ｦﾍ�ｳｲｴﾘｷｸｼﾔ､ﾊ､ﾎ､ﾇｵﾄﾏﾀ､ﾋｻｲｲﾃ､ｷ､ﾆ､ｪ､熙ﾞ､ｻ､�｡ﾋ

､ﾞ､ｿ｡｢ﾋﾜﾆ�､ﾎ･､･ﾙ･�･ﾈ､ｬﾂ鄲ｹｶｷ､ﾀ､ﾃ､ｿ､ﾎ､篝ｮﾀ�､ｵ､�､ﾎﾂｿﾂ遉ﾊ､ｴｿﾔﾎﾏ､ｬ､｢､ﾃ､ｿ､ｫ､鬢ﾀ､ﾈｻﾗ､､､ﾞ､ｹ｡｣

ｺｩｿﾆｲ�､ﾋｻｲｲﾃ､ｷ､ｿ､ｫ､ﾃ､ｿ､ﾎ､ﾇ､ｹ､ｬ｡｢ｻ荀ﾏｶﾈﾌｳ､ﾎﾅﾔｹ遉ﾇｲ�ｼﾒ､ﾋﾌ皃ﾃ､ﾆ､ｭ､ﾆ､ｪ､熙ﾞ､ｹ｡｣ 

ｻｲｲﾃ､ｷ､ﾆﾄｺ､､､ｿｳｧﾍﾍ､｢､熙ｬ､ﾈ､ｦ､ｴ､ｶ､､､ﾞ､ｷ､ｿ｡｣

ﾅ�ﾆ�､ﾎﾌﾏﾍﾍ､ﾏTwitter､ﾇ

#womms2010

､ﾇｸ｡ｺ�､ｯ､ﾀ､ｵ､､｡｣

･ﾖ･�･ｰﾅ�ｹﾆ､ｬｸｺ､ﾃ､ﾆ､､､�､ﾎ､ﾏ｡｢ｻ荀ﾎｻ�ｴﾖ､ｬTwitter､ﾋｰﾜｹﾔ､ｷ､ﾆ､､､�､ｫ､鬢ﾇ､ｹ｡｣

､ﾈ､､､ｦ､ｳ､ﾈ､ﾇ｡｢Twitter･｢･ｫ･ｦ･�･ﾈ､�､ｪﾃﾎ､鬢ｻ､､､ｿ､ｷ､ﾞ､ｹ｡｣

ﾆ�ｾ�ｲ�ﾏﾃ､ﾏ､ﾛ､ﾈ､�､ﾉ､ﾄ､ﾖ､荀ｭ､ﾞ､ｻ､�｡｣

ｴ�ﾋﾜﾅｪ､ﾋ､ﾏｿｨﾈｯ､ｵ､�､ｿｽﾐﾍ霆�､莎ﾘ､ﾓ､�､ﾄ､ﾖ､荀､､ﾆ､､､ﾞ､ｹ｡｣

ﾂﾀﾅﾄｼ｢､ﾎ･｢･ｫ･ｦ･�･ﾈ
http://twitter.com/Shige

Twitter､ﾇｳｧ､ｵ､�､ﾈ､ｪｲ�､､､ﾇ､ｭ､�､ﾎ､�ｳﾚ､ｷ､ﾟ､ﾋ､ｷ､ﾆ､､､ﾞ､ｹ｡｣

ﾋﾜﾆ�･�･遙ｼ･ｹ､ｷ､ﾞ､ｷ､ｿ｡｣

WOM･ﾞ｡ｼ･ｱ･ﾆ･｣･�･ｰｶｨｵﾄｲ�､ｬｼ郤ﾅ､ｹ､�

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ﾆ簣ﾆ､ﾏ

｡ｦWOMMA2009､ﾎ･ｵ･ﾞ･遙ｼﾊ�ｹ�

｡ｦ･ｯ･ﾁ･ｳ･ﾟ･ﾞ｡ｼ･ｱ･ﾆ･｣･�･ｰ､ﾎ･ｬ･､･ﾉ･鬣､･�､ﾎﾈｯﾉｽ

｡ｦUCC､茣ﾖｲｦ｡｢･ｵ･�･ﾈ･遙ｼ､ﾊ､ﾉｻ�ｶﾈｲ�ｼﾒ､ﾎﾊ�｡ｹ､ﾎﾅﾐﾃﾅ

｡ｦ･ｽ｡ｼ･ｷ･罕�･皈ﾇ･｣･｢､ﾎ･ﾗ･鬣ﾃ･ﾈ･ﾕ･ｩ｡ｼ･爨ﾎﾊ�｡ｹ､ﾎﾅﾐﾃﾅ

､ﾊ､ﾉ｡｡･ｯ･ﾁ･ｳ･ﾟ･ﾞ｡ｼ･ｱ･ﾆ･｣･�･ｰ､ﾋｴﾘ､�､�ｺﾇｿｷｻ�ﾎ网茹ﾎ･ｦ･ﾏ･ｦ､ｬｵﾍ､ﾞ､ﾃ､ﾆ､､､ﾞ､ｹ｡｣

ﾆ�ｻ�､ﾏ｡｢3ｷ�12ﾆ�｡ﾊｶ筍ﾋ10:00､ｫ､鬢ﾇ､ｹ｡｣

､ｪｿｽ､ｷｹ�､ﾟ､ﾏ･ｳ･ﾁ･鬢ｫ､鬘｣

WOM･ﾞ｡ｼ･ｱ･ﾆ･｣･�･ｰ･ｵ･ﾟ･ﾃ･ﾈ2010､ﾎｳｵﾍﾗ

ﾅ�ﾆ�､ﾎ･ﾗ･�･ｰ･鬣狎ﾜｺﾙ

ﾁ�ﾌｳｾﾊ､ｬ2ｷ�､ｫ､魑ｫｺﾅ､ｹ､�

｡ﾖ･鬣ｸ･ｪ､ﾈﾃﾏｰ霎�ﾊ�･皈ﾇ･｣･｢､ﾎｺ｣ｸ螟ﾋｴﾘ､ｹ､�ｸｦｵ豐�｡ﾗ､ﾋ

ｹｽﾀｮｰ�､ﾎｰ�ｰ�､ﾈ､ｷ､ﾆｻｲｲ隍ｹ､�､ｳ､ﾈ､ﾋ､ﾊ､熙ﾞ､ｷ､ｿ｡｣

ｳｵﾍﾗ､ﾏ･ｳ･ﾁ･� 

ｹｽﾀｮｰ�､ﾏ･ｳ･ﾁ･�

ｻ荀ﾏ･皈ﾇ･｣･｢､ｬｹ･､ｭ､ﾇ｡｢ｺ�ｺ｣､ﾎﾉﾔｶｷ､ﾏﾋﾜﾅ�､ﾋﾈ皃ｷ､､､筅ﾎ､ｬ､｢､熙ﾞ､ｹ｡｣

ｼｫｿﾈ､ﾋｴ�ﾂﾔ､ｵ､�､ﾆ､､､�､ｳ､ﾈ､�ﾆｧ､ﾞ､ｨ､ﾆ｡｢ｹﾗｸ･､ﾇ､ｭ､�､ﾐ､ﾈｻﾗ､ﾃ､ﾆ､ｪ､熙ﾞ､ｹ｡｣

･ﾝ｡ｼ･ｿ｡ｼ､ﾎﾀ�ﾎｬﾏﾀ”What is strategy?”､�ｸｶﾊｸ､ﾇﾆﾉ､�､ﾀ｡｣

､ｳ､�､�”･ﾞ｡ｼ･ｱ･ﾆ･｣･�･ｰﾀ�ﾎｬ”､ﾋﾃﾖ､ｭｴｹ､ｨﾊﾔｽｸ､ｷ､ﾆ､ﾟ､ｿ｡｣

ｰﾛ､ﾊ､�ﾀ�ﾎｬﾏﾀ､ﾇ､筝ｦﾄﾌｹ爨ﾏﾂｿ､､､ﾎ､ﾇ､ﾏ､ﾊ､､､ﾀ､�､ｦ､ｫ｡｣

-What is marketing strategy ?

1. Marketing strategy is the creation of a unique and valuable position, involving a different set of activities, such as pr, ad, and sales promotion. If there were only one ideal position, there would be no need for marketing strategy.

2. Marketing strategy is making trade-offs in competing. The essence of marketing strategy is choosing what not to do. Without trade-offs, there would be no need for choice and thus no need for marketing strategy. Any good idea could and would be quickly imitated.

3. Marketing strategy is creating fit among a company’s activities. The success of a marketing strategy depends on doing many things well - not just a few - and integrating among them. If there is no fit among activities, there is no distinctive strategy and little sustainability.

ｵ､､ﾋ､ﾊ､�ｵｭｻ�｡ｧ

1｡ﾋﾋﾜﾆ�ﾆ�ｷﾐﾄｫｴｩ､ﾎ｡ﾖｻ荀ﾎｲﾝﾄｹｻ�ﾂ蝪ﾗ｢ｪｸｶﾂｧｴﾓ､ｯﾂ鄲ﾚ､ｵ

2｡ﾋｺ｣ｽｵﾅ�ﾍﾎｷﾐｺﾑ｡ﾖIFRS｡ﾗﾆ�ﾌ遑｡｢ｪ｡｡ﾏｫﾌｳ｡｢ｱﾄｶﾈｸｽｾ�､ﾋ､ﾈ､ﾃ､ﾆ､篷ｬﾆﾉ

3｡ﾋﾆｱ､ｸ､ｯﾅ�ﾍﾎｷﾐｺﾑ｡ﾖ･ｨ･�･ｿ･癸�･ｫ･�･ﾁ･罍ｼ｡ﾗ｢ｪｻ�ﾄｰｼﾔ･､･�･ｵ･､･ﾈ､ﾎｻｲｹﾍ

4｡ﾋﾆｱ､ｸ､ｯﾅ�ﾍﾎｷﾐｺﾑ｡ﾖTOP INTERVIEW｡ﾗ｢ｪﾌ�ｰ貍ﾒﾄｹ､ﾎ･ｰ･�｡ｼ･ﾐ･�･�･�

5｡ﾋｺ｣ｽｵﾆ�ｷﾐ･ﾓ･ｸ･ﾍ･ｹ｡ﾖｸｭｿﾍ､ﾎｷﾙｾ筍ﾗ｢ｪｿﾍｺ牴鯊ｮ､ﾎｻｲｹﾍ､ﾋ

6｡ﾋ11/15ｹ貘�ﾅﾁｲ�ｵﾄ｢ｪpaid media, owned media, earned mediaｶ靆ｬ

7｡ﾋ12/1ｹ襭RUTUS｡ﾖｵ网ｱ､�ｱﾇｲ隍ﾎｹｽﾂ､ﾊｬﾀﾏ｡ﾗ｢ｪ･皈ﾃ･ｻ｡ｼ･ｸ､ﾎ･ｹ･ﾈ｡ｼ･遙ｼﾀﾟｷﾗ

8｡ﾋ12ｷ�ｹ� CASA BRUTUS｡ﾖｺﾇｶｯ､ﾎ･ﾏ･�･､ｰﾆﾆ筍ﾗ｢ｪCasa､鬢ｷ､､ﾀﾚ､�ｸ�

､ﾛ､ﾈ､�､ﾉｼﾒﾆ篋�､ｱ､ﾇ､ｹ､ｬﾈ�ﾋｺﾏｿ､ﾞ､ﾇ｡｣ 

ｿ�･�ｷ�､ﾖ､熙ﾋｱﾇｲ雍ﾛ､ﾋｹﾔ､ｭ｡｢｡ﾖﾄﾀ､ﾞ､ﾌﾂﾀﾍﾛ｡ﾗ､�ｴﾑ､ｿ｡｣

ｿｧ｡ｹ､ﾈﾏﾃﾂ熙ﾋ､ﾊ､ﾃ､ﾆ､､､�ｱﾇｲ隍ﾇ､｢､�｡｣

ﾌ�3ｻ�ｴﾖﾈｾ｡ﾊﾆ箏ﾙｷﾆ10ﾊｬ｡ﾋ､ﾎﾄｹﾃ�ｾ�､ﾇ｡｢ｴ�､ﾄ､ｫｰ�ｾﾝ､ﾋｻﾄ､�ｾ�ﾌﾌ､ｬ､｢､ﾃ､ｿ｡｣

､ｽ､ﾎｰ�､ﾄ､ﾋ｡｢ﾅﾐｾ�ｿﾍﾊｪ､ｬﾉｮ､ﾇｽ�､ｫ､�､ｿ｡ﾖｲｦﾆｻ｡ﾗ､ﾈ､､､ｦﾊｸｻ�､�

ｳﾛｱ�､ﾋﾆ�､�､ﾆｾ�､�ｾ�ﾌﾌ､ｬ､｢､�｡｣ｲｦﾆｻ､ﾋ､ﾏ2､ﾄ､ﾎｰﾕﾌ｣､ｬ､｢､�｡｣

ｰ�､ﾄ､ﾏ｡｢ｶ眸ｻ､ﾈ､､､ｦｰﾕﾌ｣｡｣｡ﾖｳﾘﾌ荀ﾋｲｦﾆｻ､ﾊ､ｷ｡ﾗ､ﾎｲｦﾆｻ､ﾇ､｢､�｡｣

､筅ｦｰ�､ﾄ､ﾏ｡｢ﾌﾒｻﾒ､ｬﾀ筅､､ｿﾆﾁ｡｢ｿﾎｵﾁ､�ｰﾊ､ﾆｹ�､�ｼ｣､皃�､ﾈ､､､ｦｰﾕﾌ｣､ﾇ､｢､�｡｣

ｱﾇｲ隍ﾎﾃ讀ﾋｽﾐ､ﾆ､ｯ､�､ﾎ､ﾏ｡｢ﾅ�ﾁｳｸ蠑ﾔ､ﾎｲｦﾆｻ､ﾇ､｢､�｡｣

ｹｭｹ�ｶﾈｳｦ､膠Rｶﾈｳｦ､ｬｺﾆﾊﾔ､ﾋﾆｰ､ｭ､ﾄ､ﾄ､｢､�｡｣

ﾍﾍ｡ｹ､ﾊﾎｮｹﾔ､�ﾇﾑ､熙ﾎﾃ讀ﾇ｡｢ｿｧ｡ｹ､ﾊｾｦﾉﾊ､莉�ｶﾈ､ｬｼ｡｡ｹ､ﾋﾀｸ､ﾞ､�､ﾆ､､､�｡｣

､ｳ､ｦ､､､ｦｻ�ﾂ螟ﾀ､ｫ､鬢ｳ､ｽ｡｢ｻ菘｣､ﾏｲｦﾆｻ､�ﾊ筅ﾞ､ﾊ､ｱ､�､ﾐ､ﾊ､鬢ﾊ､､｡｣

ﾆﾁ､ﾈｿﾎｵﾁ､�ｰﾊ､ﾆｻ�ｶﾈ､�ｳﾈﾂ遉ｷ､ﾆ､､､ｯ｡｣

ｰ�ｲ眤ｭ､ﾎﾍﾗﾀﾁ､ﾋｱｦｱ�ｺｸｱ�､ｹ､�､ﾎ､ﾇ､ﾏ､ﾊ､ｯ｡｢

ｲｿ､ｬｲ譯ｹ､ﾋ､ﾈ､ﾃ､ﾆ､ﾎﾆﾁ､ﾊ､ﾎ､ｫ､�ｹﾍ､ｨ､�､ﾙ､ｭ､ﾀ｡｣

･ﾓ･ｸ･ﾍ･ｹ､ﾋｶ眸ｻ､ﾏ､ﾊ､､｡｣､｢､ﾃ､ｿ､ﾈ､ｷ､ﾆ､筅ｽ､�､ﾏﾄｹﾂｳ､ｭ､ｷ､ﾊ､､､ﾎ､ﾇ､｢､�｡｣

ﾃｻｴ�ｴﾖ､ﾇﾂｿ､ｯ､ﾎﾇ萓蝪｢ﾍ�ｱﾗ､�ｽﾐ､ｹ､ｳ､ﾈ､ｬﾌﾜﾅｪ､ﾇ､筅ﾊ､､､ｷ｡｢

､ｽ､ﾎ､ｿ､皃ﾋｲｿ､�､荀ﾃ､ﾆ､筅､､､､�､ｱ､ﾇ､ﾏ､ﾊ､､｡｣

ﾏﾀｸ�､ﾋ

｡ﾖﾋｮ､ﾋﾆｻ､｢､�､ﾋ｡｢ﾉﾏ､ｷ､ｯ､ｷ､ﾆｳ�､ﾄﾁｨ､ｷ､ｭ､ﾏﾃﾑ､ﾊ､遙｣ﾋｮ､ﾋﾆｻ､ﾊ､ｭ､ﾋ｡｢ﾉﾙ､ﾆｳ�､ﾄｵｮ､ｭ､ﾏﾃﾑ､ﾊ､遙｣｡ﾗ

､ﾈ､､､ｦｶ遉ｬ､｢､�｡｣

､ｳ､�､ﾏ｡｢ｽﾂﾂ�ｱﾉｰ�､ﾎ｡ﾖﾏﾀｸ�､ﾈｻｻﾈﾗ｡ﾗ､ﾋ､箍�ﾍﾑ､ｵ､�､ﾆ､､､�､ｱ､�､ﾉ､筍｢

ｲｦﾆｻ､�ﾊ筅�､ﾇ､ｳ､ｽ､ﾎﾉﾙ｡｢､ﾈ､､､ｦ､ｳ､ﾈ､�ｸﾀ､ﾃ､ﾆ､､､�､ﾋｰ网､､ﾊ､､｡｣

Kindle｡｢ﾋﾜﾆ�ﾅ�ﾃ蝪｣

､ｳ､�､ﾏ､､､､｡｣ﾇ�､ｯ､ﾆ｡｢ｱﾕｾｽ､ｬ･ｭ･�･､､ﾇ｡｢･ﾀ･ｦ･�･�｡ｼ･ﾉ､ｬﾂｮ､､｡｣
ｺ｣､ﾞ､ﾇ｣ｱｽｵｴﾖ､ｯ､鬢､ﾂﾔ､ﾃ､ﾆ､､､ｿﾍﾎｽ�､ｬｰﾂ､ｯ｡｢､ｹ､ｰ､ﾋﾆ�ｼ�ｲﾄﾇｽ｡｣

ﾁｰ､ｫ､鯣ﾉ､ﾟ､ｿ､ｫ､ﾃ､ｿﾍﾎｽ�､�｡ｪ､ﾈｸ｡ｺ�､ｷ､ﾆ､ﾟ､�､ﾈ4ｺ�ﾃ�2ｺ�､ｬ､ﾊ､､､ﾈ､ﾎ､ｳ､ﾈ｡｣

｡ｦA Colossal Failure of Common Sense｡｡｢ｪ｡｡､ﾊ､ｷ
｡ｦParadigms: Business of Discovering the Future｡｡｢ｪ｡｡､ﾊ､ｷ

｡ｦCorporate Finance by Stephen Ross｡｡｢ｪ｡｡､｢､�
｡ｦChina International Business｡ﾊｻｨｻ�｡ﾋ｡｡｢ｪ｡｡､｢､�

､｢､熙ﾎ2ｺ�､�ﾁ眥ｮﾇ网､､ﾞ､ｷ､ｿ｡｣
､ﾊ､ｷ､ﾎ2ｺ�､簔皃ｯﾍﾟ､ｷ､､｡｣
A Colossal Failure｡ﾁ､ﾏｷ�ｹｽﾇ荀�､ﾆ､､､�､ﾀ､�､ｦ､ﾋ｡ｦ｡ｦ｡｣

iPod touch､ﾇｻｨｻ�､�ﾎｩ､ﾁﾆﾉ､ﾟ､ｷ｡｢
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PC､ﾇﾆｰｲ隍�ｴﾑ､�｡｣

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