The Latest Trends in Social Media Marketing Among Japanese Brewing Companies
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- HARIO Daiji
- 摂南大学経営情報学部経営情報学科
Bibliographic Information
- Other Title
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- 国内酒造企業におけるソーシャルメディアのマーケティング活用
- コクナイ シュゾウ キギョウ ニ オケル ソーシャル メディア ノ マーケティング カツヨウ
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Abstract
Japanese brewing companies have historically engaged in approaches targeting mass audiences both through sales activities and large-scale advertising using the mass media These have been effective in increasing demand for alcoholic products. In recent years, however, mass marketing by the brewing industry, particularly traditional advertising through the mass media, has taken on a new dimension. Currently, we are witnessing tremendous changes in the market, such as severe price wars, as a result of globalization, a deflationary domestic economy, more diverse client preferences, and consumer buying behavior. This study thus reviews the changing marketing environment in the Japanese brewing industry and introduces the latest marketing case studies of domestic brewing companies which use social media. In addition, it discusses the state of social media marketing by classifying 7 types of social media strategies - Listening, Communication, Public Relations, Activation, Supporting, Promotion, Embracing - adopted by each company.
Journal
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- Journal of Information and Communication Research
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Journal of Information and Communication Research 31 (2), 123-135, 2013
THE JAPAN SOCIETY OF INFORMATION AND COMMUNICATION RESEARCH
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Details 詳細情報について
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- CRID
- 1390001205165746048
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- NII Article ID
- 10031200214
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- NII Book ID
- AN10063944
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- ISSN
- 21863083
- 02894513
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- NDL BIB ID
- 024932331
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- Text Lang
- ja
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- Data Source
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- JaLC
- NDL
- CiNii Articles
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- Abstract License Flag
- Disallowed