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まなひきぎ
5 years ago
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1 Powered by TCPDF ( Title Sub Title Author Publisher レクリエーション分野におけるフラッシュマーケティングの活用 Utilyzing flash marketing for recreational services 飯田, 光 (Iida, Hikaru) 杉浦, 一徳 (Sugiura, Kazunori) 慶應義塾大学大学院メディアデザイン研究科 Publication year 2014 Jtitle 修士論文 ( ) Abstract Notes Genre Thesis or Dissertation URL

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4 GROUPON FM One deal a Day ( Deal of the day ) Amazon.com Buy.com 2008 GROUPON GROUPON FM FM i

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6 Abstract of Master s Thesis of Academic Year 2014 Utilyzng Flash Marketing For Recreational Services Category: Action Research Summary Nowadays, numbers of the companies which utilize Frash Marketing have been increased. Frash Marketing (FM) is one of the online business method which sells stuff or service with limited promotion such as free of charge gift or discount. Generally, all process such as information gathering, sales, and marketing research has been done within hours of (this is why it has been called Frash ) limited promotion. The case of States, 24 hours limited sales, so called one deal a day, deal of the day, business has been common. Amazon and Buy.com is good and well known example for utilizing this type of promotion. On the other hand, in 2008, Groupon had launched new business model that is selling Boucher by advance purchase. Due to influence of Groupon, Number of the Advance purchase style business also has been increased since Groupon had been well known company in all over the world. Meanwhile in Japan, Generally FM is still not utilized that much except some particular genre, even though it is becoming common and common. Especially, it is totally undeveloped in leisure category. According my preceding investigation, Matching among the teams is highly required and it would contributes to create new market as well as developing FM business. This paper describes new style of Futsal FM joint purchase business, could say similar to Groupon. The point of this business is it has Matching function. It means owner of court will provide Boucher of low price usage fee when court will be empty, and customer can book those time with low cost. This function would be able to serve low price lend of futsal court for all futsal team especially which has less number of the player. Also it can reduce unnecessary time of blank as iii

7 well. I would like to mention in regard to business model vicissitude of FM sales, too. According our survey, The method of research is Awareness survey and observation of FM website and analysis. Our expected problem would be risk of the Purchasing on customer side and serving on owner. Based on this feedback, usage fee for experiment had been managed online payment system by our research team. It works for solving mentioned bottleneck as well. Keywords: Flash Marketing, Consumer Behavior, group-buying, Gathering, O2O Graduate School of Media Design, Keio University Hikaru Iida iv

8 LaBOLA Groupon Gropon footlink v

9 2.3.2 EnjoyFutsal O2O Liven Up vi

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18 : 1.11 (2010) [1] 3 1.7,1.8,1.9,1.10 (2010)

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22 SNS LaBOLA 9

23 1.2.2 Groupon 2010 Groupon : 10

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27 Brehm, 1966 [3] 3. SNS [2] GROUPON 66 GROUPON day 1area 1deal 1day 1area 1deal 14

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29 ( ) : 2 [5]

30 O2O O2O Online to Offline On2Off [6, 7] RaCoupon : 17

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32 2.5: 2.6: 2.7: 19

33 2.2. [8] Gropon Groupon Groupon Groupon Groupon

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35 2.9: EnjoyFutsal 3 FootLink 2.10: footlink 22

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37 Web [11] 1 [12] ( ) 3 [13]

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39 2 CM O2O O2O Online to Offline [6]O2O Facebook 7 [7] FaceBook Line SNS J WOW 2012 J J 26

40 2.11: Wow 500 PV Yahoo! JAPAN [16] Coupon Gate 27

41 2.12: O2O (Evan Miller,2012) [17] 28

42 2.13: 29

43 Liven Up ( ) ( ) 2 30

44 GCMT Liven Up Liven Up FUN Liven Up Liven Up Liven Up 6 31

45 3.1: Fun 3.2: 32

46 ( ) : : ( ) 18 ( ) 3 12 ( )

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50 wordpress pne.jp pne.club pne.jp pne.club 4.2. Liven Up 1 37

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54 : 41

55 4.4: 42

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59 図 5.1: 1 回目試合風景タイムキーパーや審判がいなくても運営は成功したが当日コートに到着してもどこのコートでやるのかわからなくて試合の時間が遅れてしまった理由は 2 点ある 1 点目はどこのコートで行われるかわからなかったためであるよって事前に送るメールに一度受付に行って当日のコートを確認してもらう必要があるまた当日の準備するチームと片づけをするチームが明確でなかったためコートの準備に遅れが生じたコートのビブスやボールも片づけられることがなかった図 5.2: 1 回目試合風景 46

セカンドテスト ( 9 月 21 日) 2 度目のテストを行い検証項目である本サービスのスタッフが当日行かなくても運営できるかという項目を検証した 2 チームが参加し 7 分の試合を 2 時間行った各参加者の詳細は表のとおりである受付で当日の試合が行われるコートと準備と片づけについて指示した表 5.

60 セカンドテスト ( 9 月 21 日) 2 度目のテストを行い検証項目である本サービスのスタッフが当日行かなくても運営できるかという項目を検証した 2 チームが参加し 7 分の試合を 2 時間行った各参加者の詳細は表のとおりである受付で当日の試合が行われるコートと準備と片づけについて指示した表 5.2: セカンドテスト (2014 年 9 月 21 日) チーム人数活動頻度値段についての感想試合時間についての感想 13 人 (学生のみ) 週3回ちょうどよいちょうどよい 15 人 (学生のみ) 週2回ちょうどよいちょうどよい事前に送ったメールのマニュアル通り運営したため後日参加者にインタビューをしたところいつものように試合ができたという意見を貰ったコートの片づけもされていたのでコート側の余計な労働はなかった図 5.3: 2 回目試合風景 47

61 5.4: 2 ( 9 27 ) : ( ) 5 ( ) 5 ( ) 14 ( ) 2 8 ( )

62 図 5.5: 3 回目試合風景図 5.6: 3 回目試合風景 49

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74 [1],,,,. ()., [2].., [3] Brehm. A theory of psychological reactance. New York: Academic Press, [4],,.., [5].., [6]. O2O. CCC, [7]. O2O., [8].., [9],,,, [10],,.., [11]..,

75 [12] Chris Anderson. FREE., [13].., [14] Robert J. Dolan Hermann Simon.., [15],,.., [16] O2o /. IT, [17] Evan Miller. Golden footballs and the economics of groupon [18] Ian Parker.., [19].. Synthesiology, [20]. -.,

76 [1] [2] 2002 [3] Labora [4] Groupon [5] [6] GrouponUS [7] 2007 why-groupon/demographics 63

Powered by TCPDF ( Title 地理情報科学を用いた外国人観光客向け観光防災地図と政策提案 : 鎌倉市をケーススタディーとして Sub Title Geographical Information Science in tourism/evacuatio

Powered by TCPDF ( Title 地理情報科学を用いた外国人観光客向け観光防災地図と政策提案 : 鎌倉市をケーススタディーとして Sub Title Geographical Information Science in tourism/evacuatio Powered by TCPDF (www.tcpdf.org) Title 地理情報科学を用いた外国人観光客向け観光防災地図と政策提案 : 鎌倉市をケーススタディーとして Sub Title Geographical Information Science in tourism/evacuation map for foreign visitors and its policy implication