防災における目的設定とセグメント別アプローチ : ソーシャル・マーケティングの応用

Japan, being prone to earthquakes and other disasters, has adopted various disaster prevention approaches. Among these, soft approaches, such as evacuation drills, have gained prominence in recent years. Given the varying responses and decision-making processes during evacuations, the application of social marketing techniques, such as segmentation, becomes crucial. In this study, we examine the application of these techniques in terms of aspects that have not yet been addressed in existing research. First, we discuss the necessity of setting overall objectives, taking into account factors like equality. Subsequently, we describe the segmentation method for disaster prevention and emphasize key considerations. Furthermore, we discuss the types of policies that can be implemented, summarizing the decision-making factors that are important in determining these measures. Based on the above, we analyze a case in Miyagi Prefecture, examining it from the perspective of marketing for disaster reduction. The findings underscore the importance of pre-determining societal objectives and considering social interaction in policymaking. Our results provide valuable insights for the government, various disaster-reduction organizations, and practitioners in the disaster-reduction field, offering new perspectives on social marketing.