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野菜のネット通販ビジネスの拡大施策に関する一考察
https://shobi-u.repo.nii.ac.jp/records/632
https://shobi-u.repo.nii.ac.jp/records/63239059137-4741-4b65-a75e-a47c097f6cdb
名前 / ファイル | ライセンス | アクション |
---|---|---|
sogoronshu2501_ito (672.2 kB)
|
Item type | 紀要論文 / Departmental Bulletin Paper(1) | |||||
---|---|---|---|---|---|---|
公開日 | 2017-12-25 | |||||
タイトル | ||||||
言語 | ja | |||||
タイトル | 野菜のネット通販ビジネスの拡大施策に関する一考察 | |||||
タイトル | ||||||
言語 | en | |||||
タイトル | A Study on Growth Measures for Business Operators in the Online Retailing of Vegetables | |||||
言語 | ||||||
言語 | jpn | |||||
キーワード | ||||||
言語 | ja | |||||
主題Scheme | Other | |||||
主題 | ネット通販 | |||||
キーワード | ||||||
言語 | ja | |||||
主題Scheme | Other | |||||
主題 | Webアンケート | |||||
キーワード | ||||||
言語 | ja | |||||
主題Scheme | Other | |||||
主題 | ネットスーパー | |||||
キーワード | ||||||
言語 | ja | |||||
主題Scheme | Other | |||||
主題 | プロモーション戦略 | |||||
キーワード | ||||||
言語 | ja | |||||
主題Scheme | Other | |||||
主題 | 差別化戦略 | |||||
キーワード | ||||||
言語 | en | |||||
主題Scheme | Other | |||||
主題 | online retailing | |||||
キーワード | ||||||
言語 | en | |||||
主題Scheme | Other | |||||
主題 | web questionnaire | |||||
キーワード | ||||||
言語 | en | |||||
主題Scheme | Other | |||||
主題 | online supermarket | |||||
キーワード | ||||||
言語 | en | |||||
主題Scheme | Other | |||||
主題 | promotion strategy | |||||
キーワード | ||||||
言語 | en | |||||
主題Scheme | Other | |||||
主題 | differentiation strategy | |||||
資源タイプ | ||||||
資源タイプ識別子 | http://purl.org/coar/resource_type/c_6501 | |||||
資源タイプ | departmental bulletin paper | |||||
雑誌書誌ID | ||||||
収録物識別子タイプ | NCID | |||||
収録物識別子 | AA12006349 | |||||
著者 |
伊藤, 雅之
× 伊藤, 雅之 |
|||||
著者所属(日) | ||||||
ja | ||||||
尚美学園大学総合政策学部 | ||||||
著者所属(英) | ||||||
en | ||||||
Shobi University | ||||||
記事種別(日) | ||||||
内容記述タイプ | Other | |||||
内容記述 | 論文 | |||||
言語 | ja | |||||
記事種別(英) | ||||||
内容記述タイプ | Other | |||||
内容記述 | Article | |||||
言語 | en | |||||
抄録(日) | ||||||
内容記述タイプ | Other | |||||
内容記述 | 本考察の目的は、野菜のネット通販における消費者の利用実態の特性を明らかにしたうえで事業者が講じるべき施策を提案することである。野菜購入におけるネット通販利用開始の前後における変化として、リアル店舗での買物頻度の減少、自宅の夕食で煮物メニューや野菜も登場する肉料理や魚料理メニューの出現頻度の増加があげられている。これを踏まえて、首都圏1都3県に住む2人以上世帯の女性を対象としてWeb アンケートを実施した。その結果、野菜のネット通販におけるネットスーパーと生協系サイトの利用回数シェアは72.5%を占めた。有効な施策は、野菜の品質による差別化を追求することに限界があるため、サイトの見やすさを追求するプロモーション戦略を講じることである。また、ショッピングモールサイトと食品宅配専門サイトの利用回数シェアは27.5%を占めた。有効な施策は、新規市場の創出を意識して、野菜の品質向上を追求する差別化戦略を講じることである。 | |||||
言語 | ja | |||||
抄録(英) | ||||||
内容記述タイプ | Other | |||||
内容記述 | This study aims to clarify the characteristics of actual usage of consumers in the online retailing of vegetables and propose measures for business operators. Some of the changes cited in the status before and after the start of using online retailing for vegetables are a reduction in purchasing frequency at real stores and increase in the frequency of inclusion of meat and fish dishes in dinner menus at home, in which stewed items and vegetables also appear. Based on this, a web questionnaire was circulated among women from households with at least two persons, in Tokyo and in three prefectures of the Tokyo metropolitan area. It was found that the proportion of frequency of use of online supermarket and co-op sites in the online retailing of vegetables was 72.5%. A promotion strategy pursuing improvement of the site’s visibility was considered effective, since there was a limit to pursuing differentiation based on the vegetable quality alone. Moreover, the proportion of usage of shopping mall sites and food delivery specific sites was 27.5%. Considering the creation of new markets, devising a differentiation strategy pursuing improvement in the quality of vegetables was presumed effective. | |||||
言語 | en | |||||
書誌情報 |
ja : 尚美学園大学総合政策論集 en : Shobi Journal Of Policy Studies,Shobi University 巻 25, p. 1-17, 発行日 2017-12-25 |
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出版者 | ||||||
言語 | ja | |||||
出版者 | 尚美学園大学総合政策学部総合政策学会 | |||||
ISSN | ||||||
収録物識別子タイプ | PISSN | |||||
収録物識別子 | 1349-7049 | |||||
論文ID(NAID) | ||||||
識別子タイプ | NAID | |||||
関連識別子 | 40021501215 |