{"created":"2023-06-19T10:27:23.931087+00:00","id":25,"links":{},"metadata":{"_buckets":{"deposit":"b3ee2d87-cbad-4b58-a7fc-b16ae8f94c17"},"_deposit":{"created_by":16,"id":"25","owners":[16],"pid":{"revision_id":0,"type":"depid","value":"25"},"status":"published"},"_oai":{"id":"oai:tama.repo.nii.ac.jp:00000025","sets":["1:7:8"]},"author_link":["37","38"],"control_number":"25","item_10002_biblio_info_7":{"attribute_name":"書誌情報","attribute_value_mlt":[{"bibliographicIssueDates":{"bibliographicIssueDate":"1997-03-01","bibliographicIssueDateType":"Issued"},"bibliographicPageEnd":"12","bibliographicPageStart":"3","bibliographicVolumeNumber":"1","bibliographic_titles":[{"bibliographic_title":"経営・情報研究　多摩大学研究紀要"},{"bibliographic_title":"Tama University Journal of Management and Information Sciences","bibliographic_titleLang":"en"}]}]},"item_10002_description_5":{"attribute_name":"抄録","attribute_value_mlt":[{"subitem_description":"日用消費財の購買行動において、消費者は非計画購入と反復購入をともに高い率でおこなう。このことは、ポパイ・デュポン・スタディをはじめとする数多くの実態調査で何回となく確かめられている事実である。したがって、日用消費財のメーカーが強いブランドを構築しようとすれば、どうしても店頭から消費者に訴求する店頭プロモーションに力を入れざるを得ないといえる。\n　プロモーションの主要な目的に需要の拡大がある。そして需要の弾力性に関して強いブランドは弱いブランドに比べて有利である。ところが、日用消費財の店頭プロモーションにはブランドを強める性格のものと、弱める性格の２大要因がある。その１つは知覚刺激型要因であり、他の１つは利得誘引型要因である。\n　そこで、これらの２大要因とその他の要因に基づいて店頭プロモーションの戦略的枠組みを作成し、プロモーション技法を体系化した。","subitem_description_language":"ja","subitem_description_type":"Abstract"},{"subitem_description":"At commodity goods store it is a well-known fact that most customers show unplanned and repeat-buying behavior when they intend to buy CPG i.e consumer packaged goods. Therefore, CPG manufacturer have to put much concentration on in-store promotion to build strong brand power of their products. \n　There are two types of in-store promotion methods; the perceptual incentive and the cost performance incentive. The first one strengthens the brand power of product and the second works commodities to weaken the brand. And the strong brand is more advantageous because it has a desirable demand and elasticity for manufacturers.\n　In these analyses etc, the strategic framework of in-store promotion is presented which systematizes various existing methods of in-store promotion.","subitem_description_language":"en","subitem_description_type":"Abstract"}]},"item_10002_publisher_8":{"attribute_name":"出版者","attribute_value_mlt":[{"subitem_publisher":"多摩大学経営情報学部"}]},"item_10002_source_id_11":{"attribute_name":"書誌レコードID","attribute_value_mlt":[{"subitem_source_identifier":"AA11140277","subitem_source_identifier_type":"NCID"}]},"item_10002_source_id_9":{"attribute_name":"ISSN","attribute_value_mlt":[{"subitem_source_identifier":"1342-9507","subitem_source_identifier_type":"ISSN"}]},"item_creator":{"attribute_name":"著者","attribute_type":"creator","attribute_value_mlt":[{"creatorNames":[{"creatorName":"大槻,  博","creatorNameLang":"ja"},{"creatorName":"オオツキ, ヒロシ","creatorNameLang":"ja-Kana"},{"creatorName":"OTSUKI,  Hiroshi","creatorNameLang":"en"}],"nameIdentifiers":[{"nameIdentifier":"37","nameIdentifierScheme":"WEKO"}]},{"nameIdentifiers":[{"nameIdentifier":"38","nameIdentifierScheme":"WEKO"}]}]},"item_files":{"attribute_name":"ファイル情報","attribute_type":"file","attribute_value_mlt":[{"accessrole":"open_date","date":[{"dateType":"Available","dateValue":"2020-07-13"}],"displaytype":"detail","filename":"199700100002.pdf","filesize":[{"value":"45.3 kB"}],"format":"application/pdf","licensetype":"license_note","mimetype":"application/pdf","url":{"label":"199700100002","url":"https://tama.repo.nii.ac.jp/record/25/files/199700100002.pdf"},"version_id":"6788ad63-64ea-43df-96ca-f0080515bdb8"}]},"item_keyword":{"attribute_name":"キーワード","attribute_value_mlt":[{"subitem_subject":"日用消費財","subitem_subject_scheme":"Other"},{"subitem_subject":"購買行動","subitem_subject_scheme":"Other"},{"subitem_subject":"非計画購入","subitem_subject_scheme":"Other"},{"subitem_subject":"反復購入","subitem_subject_scheme":"Other"},{"subitem_subject":"需要弾力性","subitem_subject_scheme":"Other"},{"subitem_subject":"知覚刺激型要因","subitem_subject_scheme":"Other"},{"subitem_subject":"利得誘引型要因","subitem_subject_scheme":"Other"},{"subitem_subject":"店頭プロモーション","subitem_subject_scheme":"Other"},{"subitem_subject":"戦略的枠組み","subitem_subject_scheme":"Other"},{"subitem_subject":"プロモーション技法","subitem_subject_scheme":"Other"},{"subitem_subject":"ブランド力","subitem_subject_scheme":"Other"},{"subitem_subject":"consumer buying behavior","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"unplanned buying","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"repeat buying","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"consumer packaged goods","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"commodity goods","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"in-store promotion","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"demand elasticity","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"perceptual incentive","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"cost performance incentive","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"strategic framework","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"brand power","subitem_subject_language":"en","subitem_subject_scheme":"Other"}]},"item_language":{"attribute_name":"言語","attribute_value_mlt":[{"subitem_language":"jpn"}]},"item_resource_type":{"attribute_name":"資源タイプ","attribute_value_mlt":[{"resourcetype":"departmental bulletin paper","resourceuri":"http://purl.org/coar/resource_type/c_6501"}]},"item_title":"店頭からのブランド・プロモーションの戦略的枠組み","item_titles":{"attribute_name":"タイトル","attribute_value_mlt":[{"subitem_title":"店頭からのブランド・プロモーションの戦略的枠組み","subitem_title_language":"ja"},{"subitem_title":"Strategic Framework for In-Store Promotion of Manufacturer's Brand","subitem_title_language":"en"}]},"item_type_id":"10002","owner":"16","path":["8"],"pubdate":{"attribute_name":"公開日","attribute_value":"1997-03-01"},"publish_date":"1997-03-01","publish_status":"0","recid":"25","relation_version_is_last":true,"title":["店頭からのブランド・プロモーションの戦略的枠組み"],"weko_creator_id":"16","weko_shared_id":-1},"updated":"2023-09-15T06:02:44.018314+00:00"}