‫׌‬༠᧑੻‫࡝߂ݬ‬ᏛឹǶፀ)'ॎፀ ' ‫)⏨ش‬1 ⑰ +)⏌'"'$ࠑሗ࿌ࠒ

≟⏝೺ᗣ⿵ຓ㣗ရࠕࢤ࣭ࣥ࢟࣡ࣥࠖDM ไసࣉࣟࢪ࢙ࢡࢺ

ᮡ⃝ឡ⨾ Direct Mail Produce Project for "Genki-wan" a Health Supplementfor Dogs

Manami SUGISAWA*せ᪨➹⪅ࡢ㛤ㅮࡍࡿࠕࢮ࣑ࢼ࣮ࣝϨ࡛ࠖࡣ㸪ࠕᗈ࿌◊✲ࠖ࡜㢟ࡋ࡚㸪௻ᴗࡀᐇ㝿࡟ᢪ࠼࡚࠸ࡿㄢ㢟ࢆඖ࡟⌧≧ศᯒ࣭௻⏬❧᱌ࢆ⾜ࡗ࡚࠸ࡿࠋࡲࡓ㸪௻ᴗᢸᙜ⪅ࡣ㸪Ꮫ⏕ࡀᥦ᱌ࡋࡓㄢ㢟ゎỴ⟇࠿ࡽ᥇⏝ࡍࡿ௻⏬ࢆ㑅ࡧ㸪Ꮫ⏕ࣉࣟࢪ࢙ࢡࢺ࡜ࡋ࡚௻ᴗ࡜Ꮫ⏕ࡀ༠ാ࡛ᐇ᪋ࡍࡿࠋᮏ✏࡛ࡣ㸪≟⏝೺ᗣ⿵ຓ㣗ရࠕࢤ࣭ࣥ࢟࣡ࣥࠖࡢື≀⑓㝔࡛ࡢྲྀᢅᩘቑຍࢆ┠ⓗ࡜ࡋ࡚௻⏬ࡋࡓࠕࢲ࢖ࣞࢡࢺ࣓࣮ࣝ㸦௨ୗ DM㸧ไసࣉࣟࢪ࢙ࢡࢺࠖࡢᐇ᪋ሗ࿌ࢆ⾜࠺ࠋ

Abstract"Advertising Study" is an assignment of in the lecture of "Seminar I" course that the authorteaches. Students analyze actual problems that occur in real companies and propose solutions.
Company staff can implement with students to solutions that students propose. This report explains
the direct mail produce project for the purpose of increasing the number of veterinarians who offer"Genki-wan" products.

࣮࣮࢟࣡ࢻࢲ࢖ࣞࢡࢺ࣓࣮ࣝ㸦direct mail㸧 ࣉ࣮ࣟࣔࢩࣙࣥ㸦promotion㸧Ꮫ⏕ࣉࣟࢪ࢙ࢡࢺ㸦student project㸧 ⏘Ꮫ㐃ᦠ㸦academic-industrial collaboration㸧*໭ᾏ㐨᝟ሗ኱Ꮫ᝟ሗ࣓ࢹ࢕࢔Ꮫ㒊᝟ሗ࣓ࢹ࢕࢔Ꮫ⛉ㅮᖌ㸪Lecturer, Dept. of IM, HIU

㸫1㸫⏎%⏎೰࿚Ƕડᒭཷࡅ࡚࠸ࡿࡇ࡜ࡀᮏၟရࡢᙉࡳ࡛࠶ࡿ࡜⪃࠼

1㸬 ࡣࡌࡵ࡟ࡽࢀࡿࠋࡋ࠿ࡋ㸪㟢ฟࡢሙࡀከ࠸࡜ࡣ࠸࠼ࡎ㸪ၟရࡢ▱ྡᗘࡣప࠸ࠋ➹⪅ࡢ㛤ㅮࡍࡿࠕࢮ࣑ࢼ࣮ࣝϨࠖࡣ᝟ሗ୍࣓᪉㸪㏆ᖺ࣌ࢵࢺᕷሙ࡟࠾࠸࡚㸪ࠕ࣌ࢵࢺࡢࢹ࢕࢔Ꮫ㒊᝟ሗ࣓ࢹ࢕࢔Ꮫ⛉ࡢ 3 ᖺ⏕ࢆᑐ㇟ᐙ᪘໬ࠖࡀ㐍ࡳ㸪࣌ࢵࢺ࡟࠿ࡅࡿ㈝⏝ࡀቑຍࡋ࡜ࡋ࡚࠾ࡾ㸪୺࡞άື࡜ࡋ࡚ࠕᗈ࿌◊✲ࠖ࡜

࡚࠸ࡿࠋ2019 ᖺࡢ࣌ࢵࢺ㸦≟㸧࡟࠿ࡅࡿᖺ㛫㢟ࡋࡓ௻ᴗࡢㄢ㢟ゎỴ࡟ྲྀࡾ⤌ࡴ⏘Ꮫ㐃ᦠᆺ⥲ᨭฟ㢠ࡣ⣙ 30.6 ୓෇࡛࠶ࡗࡓ㸦࢔ࢽࢥ࣒ᦆPBL ࢆ⾜ࡗ࡚࠸ࡿࠋࠕᗈ࿌◊✲࡛ࠖࡣ㸪௻ᴗᐖಖ㝤ᰴᘧ఍♫ 2020㸧ࠋࡲࡓ㸪2008 ᖺࡢᩘ್ࡀᐇ㝿࡟ᢪ࠼࡚࠸ࡿㄢ㢟ࢆࢸ࣮࣐࡜ࡋ㸪ẖᖺ࡜ẚ㍑ࡍࡿ࡜㸪ࠕ⑓Ẽࡸࢣ࢞ࡢ἞⒪㈝ࠖ
ࠕ࣌ࢵࢺ

6 ᭶࠿ࡽ 12 ᭶࡟࠿ࡅ࡚⌧≧ศᯒ࣭௻⏬❧᱌ಖ㝤ࠖࡢ㈝┠ࡢᡂ㛗⋡ࡀ㧗࠿ࡗࡓ㸦኱ஂಖࢆ⾜࠺ࠋ௻⏬᏶ᡂᚋࡣࣉࣞࢮࣥࢸ࣮ࢩࣙࣥࢆ2020㸧ࠋࡇࡢࡼ࠺࡟㸪࣌ࢵࢺ࡟ᑐࡍࡿ೺ᗣព㆑ᐇ᪋ࡋ㸪௻ᴗᢸᙜ⪅࡟ࡼࡗ࡚ᐇ㝿࡟᥇⏝ࡍࡿࡣᖺࠎ㧗ࡲࡗ࡚࠸ࡿࠋ௻⏬ࡀ㑅ᢥࡉࢀࡿࠋ㑅ᢥࡉࢀࡓ௻⏬ࡣ㸪ḟᖺ೺ᗣព㆑ࡢ㧗࠸㣫࠸୺ࡀ㞟ࡲࡾࡸࡍ࠸ሙᡤᗘ࡟Ꮫ⏕ࣉࣟࢪ࢙ࢡࢺ࡜ࡋ࡚ᐇ᪋ࡍࡿࠋࣉࣟ࡜ࡋ࡚⪃࠼ࡽࢀࡿࡢࡣື≀⑓㝔࡛࠶ࡿࠋື≀ࢪ࢙ࢡࢺ࡛ࡣ㸪ᐇ᪋ࡍࡿ࡟࠶ࡓࡗ࡚ࡢ௻⏬ࡢ⑓㝔ࢆ༙ᖺ࡟୍ᅇ௨ୖ㏻ࡗ࡚࠸ࡿ㣫࠸୺ࡢ๭ㄪᩚࡸ㸪ࣉ࣮ࣟࣔࢩࣙࣥ࡟㛵ࢃࡿࢥࣥࢸࣥࢶྜࡣ㸪≟⊧ྜࢃࡏ࡚ 57.5㸣࡜࡞ࡗ࡚࠾ࡾ(᪥ᮏࡢไసࢆ⾜࠺ᙧᘧ࡜࡞ࡗ࡚࠸ࡿࠋ⋇་ᖌ఍㸪2015)㸪ື≀⑓㝔ࡣ༙ᩘ௨ୖࡢ೺ᗣ

2019 ᖺᗘࡣ᪥タᕤᴗᰴᘧ఍♫ࡢ༠ຊ࡟ࡼ

ព㆑ࡢ㧗࠸㣫࠸୺࡟࢔ࣉ࣮ࣟࢳ࡛ࡁࡿሙ࡛࠶ࡿ࡜⪃࠼ࡽࢀࡿࠋ

ࡾ㸪ྠ♫ࡀ〇㐀࣭㈍኎ࡍࡿ≟⏝೺ᗣ⿵ຓ㣗ရࠕࢤ࣭ࣥ࢟࣡ࣥࠖࡢ㈍኎ಁ㐍ࢆ┠ⓗ࡜ࡋࡓࣉ௨ୖࢆ㋃ࡲ࠼㸪ᮏࣉࣟࢪ࢙ࢡࢺ࡛ࡣື≀⑓࣮ࣟࣔࢩࣙࣥ௻⏬ࡢᥦ᱌ࢆࢸ࣮࣐࡟ᗈ࿌◊✲㝔࡛ࡢྲྀᢅᩘቑຍࢆ┠ⓗ࡜ࡋ㸪ື≀⑓㝔ࡢ⋇ࢆ⾜ࡗࡓ(ᮡ⃝㸪2020)ࠋࡑࡢ⤖ᯝ㸪3 ࢳ࣮࣒་ᖌ࡟ࡴࡅࡓᮏၟရࡢࣉ࣮ࣟࣔࢩࣙࣥ᪋⟇ࢆࡢ࠺ࡕ㸪2 ࢳ࣮࣒ࡢ௻⏬ࡀ᥇⏝ࡉࢀࡓࠋᮏ✏ᐇ᪋ࡍࡿࠋࢱ࣮ࢤࢵࢺࡣᆅඖ໭ᾏ㐨࡟࠶ࡿື࡛ࡣ㸪᥇⏝࡜࡞ࡗࡓ௻⏬ࡢ࠺ࡕ㸪2020 ᖺᗘ≀⑓㝔ࡢ⋇་ᖌ࡜ࡋࡓࠋᅗ 1 ࡟ࢱ࣮ࢤࢵࢺ࠿

࡟⾜ࡗࡓࠕDM ไసࣉࣟࢪ࢙ࢡࢺࠖ࡟ࡘ࠸࡚ࡽタᐃࡋࡓ࣌ࣝࢯࢼࢆ♧ࡍࠋ࣌ࣝࢯࢼ࡜ࡣ㸪ࢱሗ࿌ࡍࡿࠋ࣮ࢤࢵࢺࡢ⯆࿡㛵ᚰ㸪ࣛ࢖ࣇࢫࢱ࢖ࣝ➼ࡢ᝟ሗ࠿ࡽసࡾୖࡆࡓ㸪ࡼࡾලయⓗ࡞࣮ࣘࢨീࡢ

2㸬 DM ไసࣉࣟࢪ࢙ࢡࢺࡢᴫせࡇ࡜࡛࠶ࡿࠋタᐃࡋࡓ࣌ࣝࢯࢼࡣ㸪30 ṓᚋ༙࡛ື≀⑓㝔㛤ᴗࡋࡓ 40 ṓ༙ࡤࡢ⏨ᛶ࡛㸪㛤ᴗ

2-1 ┠ⓗᚋ㸵ᖺ⤒㐣ࡋ࡚࠸ࡿ᝿ᐃ࡛࠶ࡿࠋ㛤ᴗᙜึ࠿ࠕࢤ࣭ࣥ࢟࣡ࣥࠖࡣ㸪㣫࠸≟ࡢ㣗஦࡟୍ᐃ㔞ࡽデᐹࡋ࡚࠸ࡿ࣌ࢵࢺࡀࢩࢽ࢔≟ࡢᖺ㱋࡟ᕪΰࡐࡿࡇ࡜࡟ࡼࡾ㸪⭠ෆ⎔ቃࢆᨵၿࡋ㸪ẟⰏ㸪ࡋ᥃࠿ࡾ㸪ຍ㱋࡟క࠺೺ᗣ┦ㄯࢆཷࡅࡿࡇ࡜యㄪࡢᨵၿࡸάືຊࡢྥୖࡀᮇᚅ࡛ࡁࡿၟရࡀከࡃ࡞ࡗ࡚࠸ࡿ࡜࠸࠺せ⣲ࢆྲྀࡾධࢀ㸪ᮏ࡛࠶ࡿࠋబ㔝ࡽ(2017)ࡢ◊✲࡛ࡣ㸪໭ᾏ㐨┣ᑟၟရࢆྲྀᢅၟရ࡜ࡋ࡚ೃ⿵࡟࠶ࡆࡸࡍ࠸≧ἣ≟༠఍ࡢ┣ᑟ≟࡟ࠕࢤ࣭ࣥ࢟࣡ࣥࠖࢆ୚࠼⥆ࡅࢆ௜ࡅຍ࠼࡚࠸ࡿࠋࡉࡽ࡟㸪ᮏၟရ࡟㛵㐃ࡍࡿࡓ⤖ᯝ㸪άື㔞ࡢቑຍ㸪ࢫࢺࣞࢫ཯ᛂࡢపୗ࡞࣮࣮࢟࣡ࢻ࡛࠶ࡿࠕ㣗ࠖࠕ೺ᗣ⥔ᣢࠖ࡞࡝ࢆ㔜࡝ࡢຠᯝࡀぢࡽࢀ࡚࠸ࡿࠋࡉࡽ࡟㸪඲ᅜ 18 ௳どࡋ࡚࠸ࡿື≀⑓㝔ࡢ⋇་ᖌࢆ᝿ᐃࡋࡓࠋࡢ࣌ࢵࢺࢩࣙࢵࣉ㸪ື≀⑓㝔࡛ᮏၟရࡀྲྀࡾ
ᢅࢃࢀ࡚࠸ࡿࡇ࡜࠿ࡽ㸪ᑓ㛛ᐙ࡟㧗࠸ホ౯ࢆ㸫2㸫⏎&⏎Ⴁᅎҫঔជ֖ᰩ‫ڃ‬Ȍ˯ͱ˦ͺͪͱȎJ]ըс̹ͥ˼˚˩̛⋇་ᖌࠖࠕ㣗࣭೺ᗣ⥔ᣢࢆ㔜どࡋ࡚࠸ࡿࠖ࡞࡝
ලయ໬ࡉࢀ࡚࠸ࡿࡓࡵ㸪DM ࡢ฼Ⅼࢆ༑ศ࡟ά⏝࡛ࡁࡿ࡜⪃࠼ࡽࢀࡿࠋ

3㸬 ไస≀
ᮏ⠇࡛ࡣ㸪ᮏࣉࣟࢪ࢙ࢡࢺ࡛ไసࡋࡓࣉ࣮ࣟࣔࢩࣙࣥ࡟㛵ࢃࡿ௨ୗࡢไస≀࡟ࡘ࠸࡚㏙࡭ࡿࠋᅗ ไసࡋࡓ࣌ࣝࢯࢼ

1.

㏦௜ࣜࢫࢺ࣭㏦௜≧2.

⋇་ᖌྥࡅ࣮ࣜࣇࣞࢵࢺࣉ࣮ࣟࣔࢩࣙࣥ⏝ࡢ࣓ࢹ࢕࢔࡜ࡋ࡚㸪DM

3.

㏦௜⏝ᑒ⟄ࢆ⏝࠸ࡿࡇ࡜࡜ࡋࡓࠋDM ࡣ㸪ࠕಶࠎேᐄ࡟ၟ4.

ᚅྜᐊ⏝࣏ࢫࢱ࣮

2-2 ฼⏝ࡍࡿ࣓ࢹ࢕࢔ရ᱌ෆࡸ࢝ࢱࣟࢢࢆ㏦௜ࡍࡿ᪉ἲ࡟ࡼࡿᐉఏ
3-1 ㏦௜ࣜࢫࢺ࣭㏦௜≧㸦㈍ಁ㸧㸪ᡭẁࠖ࡜୍⯡ⓗ࡟ᐃ⩏ࡉࢀ࡚࠸ࡿ(୍⯡♫ᅋἲே ᪥ᮏࢲ࢖ࣞࢡࢺ࣓࣮ࣝ༠఍DM ࡢ㏦௜ඛ࡜ࡋ࡚㸪᪥ᮏ⋇་ᖌ఍࡟ᡤᒓ2017)ࠋ࣓ࢹ࢕࢔ูᗈ࿌㈝ࡢ๭ྜࡣࢸࣞࣅ㸪࢖ࡍࡿ໭ᾏ㐨ෆࡢື≀⑓㝔ࢆㄪᰝࡋ㸪ࣜࢫࢺ໬ࣥࢱ࣮ࢿࢵࢺ㸪᪂⪺㸪ᢡࡾ㎸ࡳᗈ࿌࡟ḟ࠸࡛ 5ࡋࡓ(ᅗ 2)ࠋㄪᰝࡋࡓື≀⑓㝔ࡣ 511 ㌺࡛࠶␒┠࡜࡞ࡗ࡚࠸ࡿࡶࡢࡢ㸪ࡼࡾࢱ࣮ࢤࢸ࢕ࣥࡿࠋࣜࢫࢺ࡟ࡣ⑓㝔ྡ㸪ఫᡤ㸪㟁ヰ␒ྕ࡞࡝ࡢ

ࢢࡉࢀࡓಶேࡸ஦ᴗᡤ࡬ࣆ࣏ࣥ࢖ࣥࢺ࡛㏦௜

ᇶᮏ᝟ሗࢆグ㍕ࡋࡓࠋࡲࡓ㸪ྛ⑓㝔ࡢ Web ࢧࡍࡿ DM ࡬࡜㐍໬ࡋ⥆ࡅ࡚࠾ࡾ㸪࢖ࣥࢱ࣮ࢿ࢖ࢺࢆ㜀ぴࡋ㸪࣌ࢵࢺࡢࠕ㣗ࠖࠕ೺ᗣ⥔ᣢࠖ࡟ࢵࢺᗈ࿌࡛ࡣྲྀࡾ㎸ࡵ࡞࠸㢳ᐈ࡬ࡢ࢔ࣉ࣮ࣟࡘ࠸࡚㔜どࡋ࡚࠸ࡿ⑓㝔࠿࡝࠺࠿ࢆホ౯࣭ศࢳ᪉ἲ࡜ࡋ࡚᰿ ᙉࡃᨭᣢࡉࢀ࡚࠸ࡿ( 㟁㏻㢮ࡋࡓࠋホ౯࣭ศ㢮ࡣ㸪ࢺࢵࣉ࣮࣌ࢪࡢ࢟ࣕࢵ2020)ࠋ

ࢳࢥࣆ࣮ࡸ⑓㝔⤂௓࡞࡝ࢆᇶ࡟㸪ࣉࣟࢪ࢙ࢡ

௒ᅇ DM ࢆ㑅ࢇࡔ⌮⏤ࡣ㛤ᑒ࣭㜀ㄞ⋡ࡢ㧗ࢺ࣓ࣥࣂ࣮ࡢᏛ⏕ 1 ྡࡢ୺ほ࡟ࡼࡾ⾜ࡗࡓࠋࡉ࡛࠶ࡿࠋDM ࡢ㛤ᑒ࣭㜀ㄞ⋡ࡣ 74.0%࡜࡞

ศ㢮࢝ࢸࢦࣜࡣࠕ᭱ࡶ㔜どࡋ࡚࠸ࡿ㸻ɪࠖࠕ࠶ࡗ࡚࠾ࡾ㸪ከࡃࡀᮍ㛤ᑒ࡛ࢫࣃ࣒໬ࡋࡸࡍ࠸ࡿ⛬ᗘ㔜どࡋ࡚࠸ࡿ㸻ɧࠖࠕ㔜どࡋ࡚࠸࡞࠸㸻E ࣓࣮ࣝ࡜ẚ㍑ࡍࡿ࡜㸪☜ᐇ࡞࣮ࣜࢳࡀぢ㎸ࠖࠕ୙᫂㸻㸽ࠖࡢ 4 ࡘ࡛࠶ࡿࠋ㏦௜ᑐ㇟࡜࡞

ࡵࡿⅬࡶ࣓ࣜࢵࢺ࡜࠸࠼ࡿ(୍⯡♫ᅋἲே ᪥ࡿࡢࡣࠕ᭱ࡶ㔜どࡋ࡚࠸ࡿ㸻ɪࠖࠕ࠶ࡿ⛬ᗘ㔜ᮏࢲ࢖ࣞࢡࢺ࣓࣮ࣝ༠఍ 2020)ࠋDM ࡢࢹ࣓どࡋ࡚࠸ࡿ㸻ɧࠖ࡜ศ㢮ࡋࡓື≀⑓㝔࡛㸪511ࣜࢵࢺ࡜ࡋ࡚ࡣ㸪ไస࣭༳ๅ࣭㒑㏦࡞࡝࡛ 1 ㏻㌺୰ 90 ㌺ࡀᑐ㇟࡜࡞ࡗ࡚࠸ࡿࠋWeb ࢧ࢖ࢺ࠶ࡓࡾ 100 ෇⛬ᗘࡢࢥࢫࢺࡀⓎ⏕ࡍࡿࡓࡵ㸪ࡀ↓ࡃ㸪᝟ሗࡀᚓࡽࢀ࡞࠸ື≀⑓㝔ࡣ㸪ࠕ୙᫂ࠖࢹࢪࢱ࣓ࣝࢹ࢕࢔࡜ẚ࡭ࡿ࡜㸪㧗ࢥࢫࢺ࡜࡞࡜ศ㢮ࡋࡓࠋࡲࡓ㸪ഛ⪃࡜ࡋ࡚ Web ࢧ࢖ࢺࡢࡗ࡚ࡋࡲ࠺Ⅼࡀ࠶ࡆࡽࢀࡿࠋࡑࡢࡓࡵ㸪ྍ⬟࡞᝟ሗ࠿ࡽᚓࡽࢀࡓ༳㇟࡞࡝ࢆഛ⪃࡟グ㍕ࡋࡓࠋ㝈ࡾຠᯝࡀ㧗࠸࡜⪃࠼ࡽࢀࡿࢱ࣮ࢤࢵࢺ࡟Ỵ㏦௜≧ࡣ Microsoft Office ࡢ EXCEL ࢆ౑⏝

ࡵᡴࡕ࡛㏦௜ࡍࡿࡇ࡜ࡀ㔜せ࡛࠶ࡿࠋࡋ㸪㏦௜ࣜࢫࢺࡢ␒ྕࢆධຊࡍࡿࡔࡅ࡛⮬ືDM ࡣ㸪ࢱ࣮ࢤࢵࢺࢆ⤠ࡾ㎸ࡳࢥࣥࢸࣥࢶⓗ࡟ື≀⑓㝔ࡢྡ๓࡜ఫᡤࡀධຊࡉࢀࡿ௙ᵝࢆ᭱㐺໬ࡍࡿࡇ࡜࡛㸪ࡉࡽ࡟㧗࠸ຠᯝࢆᚓࡿ࡜ࡋࡓࠋࡇ࡜ࡀ࡛ࡁࡿࠋ௒ᅇࡢࢱ࣮ࢤࢵࢺࡣࠕ໭ᾏ㐨ࡢ
㸫3㸫⏎(⏎

೰࿚Ƕડᒭࢤࢵࢺࡀ⯆࿡ࢆᘬࡃせ⣲ࢆ᝿ᐃࡋ࡚ྵࡵࡿᚲ
せࡀ࠶ࡿࠋึ✏ࡢᑒ⟄ࢹࢨ࢖ࣥࢆᅗ 5 ࡟♧ࡍࠋ㏦௜⏝ᑒ⟄ࡢࢧ࢖ࢬࡣ㸪A3 ࢧ࢖ࢬ஧ࡘᢡࡾ࡜࡞ࡿࣜ
࣮ࣇࣞࢵࢺࡀධࢀࡽࢀࡿゅ 2 ࢧ࢖ࢬ(240mm
332mm)࡛࠶ࡿࠋึ✏ࢹࢨ࢖࡛ࣥࡣ㸪ࣟࢦ࡜఍♫ྡࡀࢃ࠿ࡾࡸࡍ࠸ࢩࣥࣉࣝ࡞ࣞ࢖࢔࢘ࢺ࡜ࡋ㸪ỗ⏝ᛶࡢ㧗࠸ᑒ⟄࡜ࡋ࡚ࢹࢨ࢖ࣥࡋ࡚࠸ࡓࠋࢥࢫࢺ࡞࡝ࡢ㠃࠿ࡽࡳࡿ࡜㸪ᵝࠎ࡞⏝㏵࡛౑⏝ྍ⬟࡞Ⅼࡣ࣓ࣜࢵࢺ࡜࠸࠼ࡿࠋࡋ࠿ࡋ㸪ᅗ ㏦௜ࣜࢫࢺࡢ୍㒊DM ࡛฼⏝ࢆ᝿ᐃࡍࡿ࡜㸪ၟရࢆ⌮ゎࡋ࡚࠸3-2 ⋇་ᖌྥࡅ࣮ࣜࣇࣞࢵࢺࡿே௨እࡣෆᐜࡀ᝿ീ࡛ࡁࡎ㸪DM ࡢ㛤ᑒ࡟࣮ࣜࣇࣞࢵࢺࡣ㸪࣌ࣝࢯࢼ࡟ᑐࡋ࡚ၟရ⤂⮳ࡽ࡞࠸ྍ⬟ᛶࡀ㧗࠸ࠋ௓ࢆ⾜࠺㸪DM ࡟࠾࠸࡚୺࡜࡞ࡿࢥࣥࢸࣥࢶ௻ᴗᢸᙜ⪅࡜ࡢᡴࡕྜࢃࡏࢆ⤒࡚ᨵၿࢆ⾜࡛࠶ࡿࠋ࣮ࣜࣇࣞࢵࢺࡣ୺࡟㸪(1)ၟရࡢࡇࡔ

ࡗࡓ᭱⤊✏ࢆᅗ 6 ࡟♧ࡍࠋ≟ࡢ෗┿ࢆ኱ࡁࡃࢃࡾ㸪(2) ၟရࡢຠᯝ㸪(3) ࠾ᐈᵝࡢኌ㸪(4)౑࠸㸪ࠕࢤ࣭ࣥ࢟࣡ࣥࠖࢆ౑࠺ࡇ࡜࡛ᮇᚅࡉࢀ

Corporate Social Responsibility㸦௨ୗ CSR㸧ࡿຠᯝ࡜㸪ࠕ࣡ࣥࡕࡷࢇࢆࢤࣥ࢟࡟ࡍࡿ࠾ᡭఏάື㸪(5)ᑓ㛛ᐙ࠿ࡽࡢホ౯㸪(6)ၟရࡢᇶᮏ᝟

࠸ࢆࡉࡏ࡚ࡃࡔࡉ࠸㸟ࠖ࡜࠸࠺࿧ࡧ࠿ࡅࢆ⾲ሗ㸪(7)ၥ࠸ྜࢃࡏඛࡢ㸵ࡘࡢࢥࣥࢸࣥࢶ࡛ᵓグࡍࡿࡇ࡜࡛㸪≟⏝ၟရࡢࣉ࣮ࣟࣔࢩࣙࣥᡂࡋࡓࠋ⋇་ᖌ࡬ࡢ࢔ࣉ࣮ࣟࢳࡀ┠ⓗ࡜࡞ࡿDM ࡛࠶ࡿࡇ࡜ࡀࡦ࡜┠࡛ศ࠿ࡿࡼ࠺࡟ᕤኵ

ࡓࡵ㸪ຠᯝࢆド᫂ࡍࡿ኱Ꮫ࡜ࡢඹྠ◊✲ࡢヲࡋ࡚࠸ࡿࠋࡲࡓ㸪Ꮫ⏕ࡢ෗┿ࡢᥖ㍕࡜⏘Ꮫ㐃ᦠ⣽ࡸ㸪≉チࡢྲྀᚓ㸪ᑓ㛛ᐙ࠿ࡽࡢホ౯ࢆྵࡵ࡛௻⏬ไసࢆ⾜ࡗࡓ DM ࡛࠶ࡿࡇ࡜ࢆ᫂グࡋ㸪ࡓࠋ௻ᴗࡢಙ㢗ᛶࢆ㧗ࡵࡿࡓࡵ㸪CSR άື࡜⏘Ꮫ㐃ᦠάືࡢ୍⎔࡛࠶ࡿࡇ࡜ࢆᙉㄪࡋ࡚࠸ࡋ࡚⾜ࡗ࡚࠸ࡿ⛅⏣≟ࡢಖᏑಖㆤࢆ┠ⓗ࡜ࡋࡿࠋࡇࢀࡣ㸪⏘Ꮫ㐃ᦠࡢᐇ᪋ࡣࡑࢀ⮬యࡀࢽࣗ

ࡓࠕOne For Akitaࠖࣉࣟࢪ࢙ࢡࢺ࡬ࡢ༠ຊ࡟

࣮ࢫࡸᗈ࿌࡜ࡋ࡚ᶵ⬟ࡍࡿࡇ࡜ࡶከࡃ㸪ὀ┠ࡘ࠸࡚ࡶᥖ㍕ࡋ࡚࠸ࡿࠋࡲࡓ㸪⋇་ᖌࡀὀ┠ࡍࢆᾎࡧࡸࡍ࠸せ⣲࡛࠶ࡿࡓࡵ࡛࠶ࡿࠋࡿ࡜⪃࠼ࡽࢀࡿཎᩱ࡟ྵࡲࢀࡿᰤ㣴⣲ࡸᏳ඲ᛶࡢ᰿ᣐ࡟ࡘ࠸࡚ヲ⣽࡟グ㍕ࡋࡓࠋࡇࢀࡽࡣ㸪୍⯡ᐈྥࡅ࡟⾜࠺ࣉ࣮ࣟࣔࢩ࡛ࣙࣥࡣ㏻ᖖ๭ឡࡍࡿせ⣲࡛࠶ࡿࠋᥖ㍕᝟ሗ㔞ࢆ㋃ࡲ࠼࡚㸪࣮ࣜࣇࣞࢵࢺࡢࢧ
࢖ࢬࡣ A3 ࢧ࢖ࢬ஧ࡘᢡࡾ࡜ࡋࡓࠋ࣮ࣜࣇࣞ
ࢵࢺࢹࢨ࢖ࣥࢆᅗ 3㸪4 ࡟♧ࡍࠋ3-3 ㏦௜⏝ᑒ⟄ ㏦௜⏝ᑒ⟄ࡣࢱ࣮ࢤࢵࢺࡢ DM ࡬ࡢ➨୍༳㇟ࢆỴࡵࡿ㠀ᖖ࡟㔜せ࡞࣏࢖ࣥࢺ࡛࠶ࡿࠋࢱ࣮ࢤࢵࢺࡀ㛤ᑒ࣭㜀ぴࢆ⾜࠺࠿࡝࠺࠿ࡣ㸪ᑒ⟄ࡢࢹࢨ࢖ࣥࡀ኱ࡁࡃᙳ㡪ࡍࡿࠋࡑࡢࡓࡵ㸪ࢱ࣮ᅗ ㏦௜⏝ᑒ⟄ึ✏

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Ⴁᅎҫঔជ֖ᰩ‫ڃ‬Ȍ˯ͱ˦ͺͪͱȎJ]ըс̹ͥ˼˚˩̛ᅗ ⋇་ᖌྥࡅ࣮ࣜࣇࣞࢵࢺ⾲⣬࣭⿬⾲⣬ᅗ ⋇་ᖌྥࡅ࣮ࣜࣇࣞࢵࢺ୰㠃


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೰࿚Ƕડᒭ

ᅗ ᚅྜᐊ⏝࣏ࢫࢱ࣮

4㸬 ホ౯ ᮏไస≀࡟ࡼࡿၟရࡢ㈍኎ಁ㐍࡟ᑐࡍࡿຠ

ᅗ ㏦௜⏝ᑒ⟄᭱⤊✏ᯝࢆ☜࠿ࡵࡿࡓࡵ㸪௨ୗࡢ㡯┠ࡢㄪᰝ࣭ศᯒࢆ
3-4 ᚅྜᐊ⏝࣏ࢫࢱ࣮ணᐃࡋ࡚࠸ࡓࠋᚅྜᐊ࣏ࢫࢱ࣮ࡣྲྀᢅ࠸ࡀỴᐃࡋࡓ㝿࡟ືձ ື≀⑓㝔࠿ࡽࡢၥ࠸ྜࢃࡏ௳ᩘࡢ᥎⛣≀⑓㝔ෆ࡟㓄ᕸࡍࡿ㸪㈍ಁ┠ⓗࡢ࣏ࢫࢱ࣮࡛ղ ື≀⑓㝔࡛ࡢၟရྲྀᢅᩘࡢ᥎⛣࠶ࡿ(ᅗ 6)ࠋࡑࡢࡓࡵ㸪DM ࡟ࡣྵࡵ࡞࠸ࠋ᮶

ճ DM 㓄ᕸඛࡢ་ᖌ࡟ྥࡅࡓ࢔ࣥࢣ࣮ࢺࡢ

㝔ࡍࡿ㣫࠸୺ࡀࢱ࣮ࢤࢵࢺࡢࡓࡵ㸪࣮ࣜࣇࣞᐇ᪋㸦ᑒ⟄㸪ࣃࣥࣇࣞࢵࢺࡢຠᯝ࡟㛵ࡍࡿࢵࢺ࡜ࡣ␗࡞ࡾ㸪ၟရࡢ≉ᚩࢆ➃ⓗ࡟⾲⌧ࡍㄪᰝ㸧ࡿࡇ࡜ࢆព㆑ࡋࡓࠋ࢟ࣕࢵࢳࢥࣆ࣮ࡣࠕ͆Ⓨ㓝͇DM ࡢ㓄ᕸ᫬ᮇࡣື≀⑓㝔ࡢ⦾ᛁᮇ࡛࠶ࡿࡢຊ࡛ឡ≟ࡀࢤࣥ࢟࡟㸟ࠖ࡜ࡋ㸪࣏ࢫࢱ࣮ෆ࡛

4 ᭶㹼6 ᭶ࢆ㑊ࡅ㸪2020 ᖺ 7 ᭶ࡢ㏦௜ࢆ᝿ᐃ᭱ࡶ┠❧ࡘࢧ࢖ࢬ࡛㓄⨨ࡋࡓࠋ▷࠸ゝⴥ࡛ၟࡋ࡚࠸ࡓࠋࡲࡓ㸪ື≀⑓㝔࡛ࡢ㈍኎ᩘࡢ᥎⛣࡟ရࡢ≉ᚩ࡜ຠᯝࢆ⾲⌧ࡋ࡚࠸ࡿࠋ࣓࢖ࣥࣅࢪࡘ࠸࡚㸪㛗ᮇⓗ࡟ࢹ࣮ࢱࢆྲྀࡾ㸪᳨ドࢆ⾜࠺ணࣗ࢔ࣝ࡟ࡣඖẼ࡟㉮ࡾᅇࡿ≟ࡢᵝᏊࡢ෗┿ࢆᐃ࡛࠶ࡗࡓࠋ᥇⏝ࡋࡓࠋࡲࡓ㸪⏬ീࡢࢺ࣑ࣜࣥࢢࡶᩳࡵࡢ᭤ࡋ࠿ࡋ㸪᪂ᆺࢥࣟࢼ࢘࢕ࣝࢫឤᰁ⑕ࡢឤᰁ⥺ࢆ⏝࠸࡚㸪ືࡁࡢ࠶ࡿ࢖࣓࣮ࢪࢆᙉㄪࡋ࡚ᣑ኱ࡢᙳ㡪࡛㸪DM 㓄ᕸᚋ࡟⾜࠺ྛື≀⑓㝔࠸ࡿࠋࡉࡽ࡟㉎ධ᫬㣫࠸୺ࡀẼ࡟࡞ࡿ᝟ሗ࡜࡬ࡢႠᴗࢆ⾜࠺ࡇ࡜ࡀᅔ㞴࡜࡞ࡾ㸪௻ᴗᢸᙜࡋ࡚㸪ᨵၿࡀᮇᚅࡉࢀࡿឡ≟ࡢᝎࡳ࡜㸪㈍኎౯

⪅ࡢุ᩿࡛௒ᖺᗘࡢ㏦௜ࢆぢ㏦ࡿࡇ࡜࡜࡞ࡗ

᱁ࢆᥖ㍕ࡋࡓࠋ

ࡓࠋࡑࡢࡓࡵ㸪௒ᖺᗘࡢホ౯ࢆ⾜࠺ࡇ࡜ࡀ࡛ࡁ
࡞࠿ࡗࡓࠋ᪂ᆺࢥࣟࢼ࢘࢕ࣝࢫឤᰁ⑕ࡢ཰᮰
ᚋ㸪௻ᴗᢸᙜ⪅࡜ࡢ༠㆟ࡢୖ㸪DM ࡢ㏦௜ཬࡧㄪᰝ࣭ศᯒࢆᐇ᪋ࡍࡿணᐃ࡛࠶ࡿࠋ

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Ⴁᅎҫঔជ֖ᰩ‫ڃ‬Ȍ˯ͱ˦ͺͪͱȎJ]ըс̹ͥ˼˚˩̛5㸬 ࠾ࢃࡾ࡟http://nichiju.lin.gr.jp/small/ryokin_pdf/h27.p
df㸦2020 ᖺ 3 ᭶ 21 ᪥࢔ࢡࢭࢫ)ࠋ

ᮏ✏࡛ࡣ㸪≟⏝೺ᗣ⿵ຓ㣗ရࠕࢤ࣭ࣥ࢟࣡ࣥࠖ

኱ஂಖὈ௓(2020)ࠕ࠙࣌ࢵࢺᕷሙ 2020ࠚ࣌ࢵࢺࡢື≀⑓㝔࡛ࡢၟရྲྀᢅᩘቑຍ┠ⓗ࡜ࡋࡓ㸪ࡢᐙ᪘໬࡛ᣑ኱ࡍࡿୡ⏺࣭᪥ᮏࡢ࣌ࢵࢺ'0 ไసࣉࣟࢪ࢙ࢡࢺࢆᐇ᪋࡟ࡘ࠸࡚ሗ࿌ࡋࡓࠋᕷ ሙ ࡣ ࡇ ࢀ ࠿ ࡽ ࡝ ࠺ ࡞ ࡿ 㸽 ࠖࣉࣟࢪ࢙ࢡࢺ࡛ࡣ㸪㛤ᑒ࣭㜀ㄞ⋡ࡢ㧗ࡉ࡜࠸

https://note.com/taisukeokubo/n/n42bf96346

࠺ '0 ࡢ≉ᚩࢆά࠿ࡋ࡞ࡀࡽ㸪  㓄ᕸඛࡢືdc9㸦2020 ᖺ 6 ᭶ 30 ᪥࢔ࢡࢭࢫ)ࠋ

≀⑓㝔ࡢ㑅ᐃ㏦௜ࣜࢫࢺཬࡧ㏦௜≧㸪   ⋇బ㔝ᛅኈ࣭ຍ⸨୓▱࣭⸨⏣ோ࣭▼ཎ⋞ᇶ࣭㎷ᜨ་ᖌྥࡅ࣮ࣜࣇࣞࢵࢺ㸪  ㏦௜⏝ᑒ⟄㸪 Ꮚ(2017)ࠕⓎ㓝⋞⡿ࡀ┣ᑟ≟࢟ࣕࣜ࢔ᘬ㏥

ᚅྜᐊ⏝࣏ࢫࢱ࣮ࡢไసࢆ⾜ࡗࡓࠋᮏไస≀≟ࡢ㌟య≧ែ࡟࠾ࡼࡰࡍᙳ㡪࡟ࡘ࠸࡚ࡢࡣ  ᖺ  ᭶࡟ྛື≀⑓㝔࡬ࡢ㏦௜ࡋ㸪ၟရከ㠃ⓗ ᳨ウ ࠖࠗ࣌ࢵࢺᰤ 㣴Ꮫ఍ㄅ࠘ 20

ࡢ㈍኎ಁ㐍࡟ᑐࡍࡿຠᯝ࡟ࡘ࠸࡚ホ౯ࢆ⾜࠺ᕳ,Suppl ྕ,pp.55-56ࠋ

ணᐃ࡛࠶ࡗࡓࠋࡋ࠿ࡋ࡞ࡀࡽ㸪᪂ᆺࢥࣟࢼ࢘࢕ᮡ⃝ឡ⨾(2020)ࠕ≟⏝೺ᗣ⿵ຓ㣗ရࠕࢤ࣭ࣥ࢟ࣝࢫࡢᙳ㡪࡟ࡼࡾ㸪௒ᖺᗘࡢ㏦௜ࢆぢ㏦ࡿࡇ࣡ࣥࠖࡢࣉ࣮ࣟࣔࢩࣙࣥࢆㄢ㢟࡜ࡋࡓ⏘࡜࡜࡞ࡗࡓࠋ௒ᚋࡣ㸪᪂ᆺࢥࣟࢼ࢘࢕ࣝࢫࡢឤ

Ꮫ㐃ᦠᆺ PBL ࡢᐇ᪋ࠖࠗ໭ᾏ㐨᝟ሗ኱Ꮫᰁ≧ἣࢆぢ࡞ࡀࡽ㸪᮶ᖺᗘࡢ㏦௜ࢆ┠ᣦࡋ㸪ᨵ⣖せ࠘Vol.32,No.1,2020,pp.127-136ࠋ

ࡵ࡚ '0 ㏦௜࡟ࡼࡿຠᯝ᳨ドࢆ⾜࠺ணᐃ࡛࠶ࡿࠋㅰ㎡ᮏࣉࣟࢪ࢙ࢡࢺࡢᶵ఍ࢆ୚࠼࡚࠸ࡓࡔ࠸ࡓ᪥タᕤᴗᰴᘧ఍♫࡟ឤㅰࡍࡿࠋ

ཧ⪃ᩥ⊩࢔ࢽࢥ࣒ᦆᐖಖ㝤ᰴᘧ఍♫ࠕ࣌ࢵࢺ࡟࠿ࡅࡿᖺ㛫ᨭฟㄪᰝ 2019ࠖhttps://www.anicomsompo.co.jp/news/2019/news_0200331.html(2020 ᖺ 6 ᭶ 30 ᪥࢔ࢡࢭࢫ)ࠋ
㟁 ㏻ ࠕ 2019ᖺ᪥ ᮏ ࡢ ᗈ ࿌ ㈝ ࠖhttps://www.dentsu.co.jp/news/release/2020/0311-010027.html㸦2020 ᖺ 3 ᭶ 21 ᪥࢔ࢡࢭࢫ)ࠋ
୍⯡♫ᅋἲே ᪥ᮏࢲ࢖ࣞࢡࢺ࣓࣮ࣝ༠఍(2017)ࠗ᪂ DM ࡢᩍ⛉᭩࠘ᐉఏ఍㆟ࠋ᪥ᮏ⋇་ᖌ఍(2015)ࠕᐙᗞ㣫⫱ື≀㸦≟࣭⊧㸧ࡢデ⒪ᩱ㔠ᐇែㄪᰝཬࡧ㣫⫱⪅ព㆑ㄪᰝ ㄪᰝ⤖ᯝ㸦ᖹᡂ 27 ᖺᗘ㸧ࠖࠗබ┈♫ᅋἲே ᪥ᮏ⋇་ᖌ఍࠘
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