. 2

. 2

1....1 1.1...1 1.2...1 1.3...2 2....11 2.1...11 2.1.1...11 2.1.2...11 2.2...16 2.2.1...16 2.2.2...17 2.3...21 2.3.1...22 2.3.2...23 2.3.3...24 2.3.4...24 2.3.5...25 2.3.6...26 2.3.7...27 2.4...28 2.4.1...28 2.4.2...28 2.5...29 2.5.1...30 2.5.2...30 2.5.3...31 2.5.4...32 2.5.5...33 2.5.6...34 2.5.7...35 2.5.8...36 2.5.9...37 i

2.6...38 2.6.1...39 2.6.2...39 2.6.3...40 2.6.4...41 2.6.5...42 2.6.6...43 2.6.7...44 2.6.8...45 2.6.9...46 2.7...47 2.7.1...47 2.7.2...48 2.7.3...48 2.8...49 2.8.1...49...49...50...51...51...52...53...54...55 2.8.2...56...56...56...57...58...59...60...60...61 2.8.3...62...62...63 ii

...64...64...65...66...67...67 2.8.4...68...68...69...70...70...71...72...73...74 2.8.5...74...75...75...76...77...78...78...79...80 2.8.6...80...81...81...82...83...84...85...86...87 2.8.7...88...88...89 iii

...89...90...91...92...93...94 2.8.8...95...95...96...97...97...98...99...100...101 2.9...102 2.10...105 2.10.1...105 2.10.2...106 2.10.3...107 2.10.4...109 2.10.5...110 2.10.6...112 2.10.7...113 3....116 3.1...116 3.1.1...116 3.2...120 3.2.1...120 3.2.2...121 3.2.3...123 3.2.4...124 3.2.5...127 3.3...128 3.3.1...128 3.3.2...131 iv

3.3.3...132 3.3.4...133 3.3.5...134 3.3.6...135 3.3.7...136 3.4...137 3.4.1...137 3.4.2...138 4....140 4.1...140 4.1.1...140 4.2...143 4.2.1...143 4.3...148 4.3.1...148 4.4...152 4.4.1...152 4.5 ICT...157 4.5.1...157 5....158 5.1...158 5.2...159 5.2.1...159 5.2.2...165 5.2.3...172 5.2.4...174 1....2 1.1...2 1.2...3 1.3...7 2....9 v

vi

1. 1.1 1.2 9 9 1,000 1,060 1

1.3 1-1 1-2 2

1-3 1-4 1-5 3

1-6 1-7 4

1-8 1-9 5

1-10 1-11 6

1-12 PHS 1-13 7

1-14 1-15 8

1-16 1-17 9

1-18 10

2. 2-1 2.1 2.1.1 2-1 2.1.2 2-1 1 50% 11

12

2-1 2-2 13

2-3 2-4 14

2-5 2-6 15

2-7 2-8 2.2 2.2.1 16

2.2.2 17

2-9 2-10 18

2-11 2-12 19

2-13 2-14 20

2-15 2-16 2.3 21

2.3.1 2-2 2-17 2-17 2-2 2 34 12 22

2.3.2 2-18 2-3 2-18 2-3 23

2.3.3 2-19 2-4 2-19 SNS 2-4 SNS 2.3.4 24

2-20 2-5 2-20 2-5 2.3.5 2-21 2-6 25

2-21 2-6 2.3.6 2-22 2-7 26

2-22 SNS 2-7 SNS 2.3.7 2-23 2-8 27

2-23 2-8 2.4 2.4.1 71.2%65.3% URL 46.9% 2-9 URL 2.4.2 28

84.2% 70% 2-24 2-9 2-24 MA 2-9 MA 2.5 23 29

2.5.1 23 11 17 4 12 10.2% 2.5.2 2-25 2-10 2-25 30

2-10 2.5.3 2-26 2-11 2-26 31

2-11 2.5.4 2-27 2-12 2-27 32

2-12 2.5.5 2-28 2-13 2-28 33

2-13 2.5.6 2-29 2-14 34

2-29 2-14 2.5.7 35

2-30 2-15 2-30 2-15 2.5.8 36

2-31 2-16 2-31 2-16 2.5.9 37

2-32 2-17 2-32 2-17 2.6 38

2.6.1 46.2% 40.7% 39.9% (36.5%) 34.9%29.9% 2.6.2 2-33 39

2-33 2.6.3 2-34 40

2-34 2.6.4 2-35 41

2.6.5 2-35 2-36 42

2-36 2.6.6 2-37 3 43

2-37 2.6.7 2-38 4 44

2-38 2.6.8 2-39 5 10 45

2-39 2.6.9 2-40 6 10 46

2-40 2.7 2.7.1 2-18 47

2.7.2 7 2-19 2.7.3 8 2-20 7 10 8 10 48

2.8 2-21 2.8.1 49

2-22 2-23 50

2-24 51

2-25 52

2-26 53

2-27 54

2-28 2-29 55

2.8.2 2-30 56

2-31 57

2-32 58

2-33 2-34 59

2-35 60

2-36 61

2-37 2.8.3 62

2-38 63

2-39 2-40 64

2-41 65

2-42 66

2-43 2-44 67

2-45 2.8.4 68

2-46 69

2-47 2-48 70

2-49 71

2-50 72

2-51 73

2-52 2-53 2.8.5 74

2-54 75

2-55 76

2-56 2-57 77

2-58 78

2-59 79

2-60 2-61 2.8.6 80

2-62 81

2-63 82

2-64 83

2-65 84

2-66 85

2-67 86

2-68 87

2-69 2.8.7 88

2-70 2-71 89

2-72 90

2-73 91

2-74 92

2-75 93

2-76 94

2-77 2.8.8 95

2-78 2-79 96

2-80 97

2-81 98

2-82 99

2-83 100

2-84 101

2-85 2.9 102

2-41 2-86 2-87 2-41 2-86 MA 2-87 103

104

2.10 2.10.1 2-42 2-43 11.1 2-42 MA 105

2-43 SA 2.10.2 2-44 2-45 106

2-44 MA 2-45 SA 2.10.3 107

2 2-46 2-47 2-46 MA 108

2-47 SA 2.10.4 22.4 2-48 2-49 109

2-48 MA 2-49 SA 2.10.5 2-50 110

2-51 2-50 MA 111

2-51 SA 2.10.6 2-50 2-51 112

2-52 MA 2-53 SA 2.10.7 113

2-50 2-51 2-54 MA 114

2-55 SA 115

3. 3.1 3.1.1 3-1 3-2 3-1 3-2 3-1 3-2 3-1 3-2 116

3-2 3-1 3-2 3-1 3-2 3-1 3-2 3-1 3-2 117

3-1 118

3-2. 119

3.2 3.2.1 3-3 3-3 3-3. 120

3.2.2 3-4 3-5 3-4 3-5 3-4 3-5 3-4 3-5 3-4 3-5 3-4 3-5 3-4 3-5 3-4 3-5 3-4 121

3-5 3-4. 122

3-5. 3.2.3 3-6 123

3-6. 3.2.4 3-7 3-8 3-7 3-8 3-7 124

3-8 3-7 3-8 3-7 3-8 3-7 3-8 3-7 3-8 3-7 3-8 3-7 3-8 125

3-7. 126

3-8. 3.2.5 3-9 127

3-9. 3.3 3.3.1 3-10 3-11 3-10 128

3-11 3-12 3-10. 129

3-11. 3-12. 130

3.3.2 131

132 3-13 3.3.3 3-14

3-14 3.3.4 3-15 133

3-15 3.3.5 3-16 134

3-16 3.3.6 3-17 135

3-17 3.3.7 3-18 136

3-18 3.4 3.4.1 3-19 137

PCPCAV 3-19 3.4.2 3-20 138

3-20 139

4. NPO SNS 4.1 4.1.1 NPO SNS 4-1 4-3 SNS 68.8% 49.2%41.0% 7 NPO SNS 4 4-1 NPO 140

4-2 NPO 4-3 NPO SNS 141

NPO SNS 37.3%11.5%8.7% SNS SNS 0.540.230.21 SNS SNS 4-4 4-5 50.4%SNS 45.9% NPO SNS 4.9 NPO SNS SNS 4-4 142

4-5 SNS 4.2 4.2.1 NPO SNS 4-6 4-13 NPO NPO 20.3%10.6%13.3%12.9% NPO NPO 143

4-6 NPO 4-7 NPO 144

4-8 4-9 145

4-10 4-11 146

4-12 4-13 147

4.3 4.3.1 4-14 4-21 7 46 49.3% 48.1% 58.0% 25.1% 13.4% 8.7% 0.43 4-14 148

4-15 4-16 149

4-17 4-18 150

4-19 4-20 151

4-21 4.4 4.4.1 NPOICT 4-22 4-29 19.5%12.0%10.6% 46.9% ICT 152

4-22 4-23 153

4-24 4-25 154

4-26 4-27 155

4-28 4-29 156

4.5 ICT 4.5.1 NPOICT 4-30 76.0%67.3%53.3% 4-30 ICT 157

5. 5.1 5 5-1 158

5.2 5.2.1 http://www.moshimo.com/ 2006 8 07 11 15 10 100,703 (2007 11 7 13 73 200 380 33,000 13 3 100 A8 50 159

8,000 6 4 30% 10% 23 5 500 NetMile NetMile 100 22 200 18 17 5 160

1% 1% 33,000 1,000,000 2,500 161

PPC PPC 200 60 20 390 100 20 200 MD 162

1,500 40 SEO EC SPA 5 3 2 163

EC 4 50 2005 e-bay 200 API 164

5.2.2 http://www.crypton.co.jp/ WEB (DocomoauSoft Bank) 1995 7 13 CD-ROM 1980 1990 UFO 1,000 1995 2000 J-Phone au 20012002 CD-ROM 165

2 3 1 166

2004 11 MEIKO 1,000 MEIKO 1 3,000 2006 2 KAITO 8 3 Windows 3.1 DTM DTM DTM DTM DTM DTM 3 167

DTM DTM DTM DTM DTM 2 DTM DTM 67 MEIKO HP 168

12 2 2,000 DTM OK 169

10 1 1,000 DVD 1,000 1,000 170

NTT ISDN ISDN OCN IT CGM 171

5.2.3 http://www.shibukei.com/ 20 90 Web 28 2000 4 8 J-WAVE 5 172

Blog SNS Blog SNS RSS Blog 2000 173

5.2.4 http://www.melposnet.com/ MA M&A 174

Push Pull Push Pull MSPSMarketing Strategy Posting System MSPS MSPS GIS ASP ASP 3 2 175

3 2007 7 25 1 2007 8 31 PC 28 157 PC 41 1 2007 8 31 2 4 4 2 8 2008 2 28 4 4 1 1 613 2007 8 31 9 Push Pull 7 50 176

5 Pull 1 2 PC Pull 177

2030 2 12 20 3 ICTQR 178

QR PC QR PC QR ICT Pull Pull ICT ICT ICT ICT 1 SUPER TBS R 20 TOKYO FM SKYTBS!FM NACK5 NACK with you 10 L25 21 Web JTB 3 Web 179

PC 2008 6 23 FC GMS 5 180

181

182

183

184

1. 1.1 1.2 1.3 2. 1

1. 1.1-1-1-1-2 2

3 1.2-1-3-1-4

4-1-5-1-6 AV

5-1-7-1-8

6-1-9-1-10

1.3-1-11-1-12 7

- 1-13 -1-14 8

2. 9

1

2

3

4

5

6

7

8

9

10

11 /

51 12 1

13

14

15

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