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Please use this identifier to cite or link to this item: http://hdl.handle.net/11173/411

Title: 伝統産業のマーケティング・マネジメント : 京都花街におけるリレーションシップ・マーケティングの事例
Other Titles: Relationship Marketing in the Japanese Traditional Industry : The Case of "hanamachi" in Kyoto
Authors: 西尾, 久美子
NISHIO, Kumiko
Keywords: 京都花街
hanamachi district in Kyoto
relationship marketing
refusing of service to customers without an introduction
Issue Date: 15-Dec-2008
Publisher: 京都女子大学現代社会学部
Abstract: 350年継続する京都花街では、どのようなマーケティング・マネジメントがおこなわれているのか。それは、いったい何を大事にしてきたから、今日まで継続できたのだろうか。本稿では、リレーションシップ・マーケティングのフレームワークを用いて、日本の伝統産業である京都花街の一見さんお断りの取引慣行を分析し、お茶屋を中心とする取引仕組みが、顧客満足度を高め複数の事業者の取引を円滑にするとともに、事業者の提供するサービスの質そのものを高めていることを指摘する。そのうえで、おもてなしというサービスの提供に特化した地域産業が、複数の事業者間の競争と協働により、長期継続的な顧客との関係構築を志向していることを考察する。
This paper is intended as a social scientific investigation as to why in Kyoto alone hanamachi district have maintained their traditions and survived to this day. What is the wisdom in this traditional business system, which has lasted for over 350 years ? What kind of marketing management is performed in this area ? I discuss most notably the policy in hanamachi district in Kyoto "refusing of service to customers without an introduction" by using the framework of relationship marketing in this paper. When looking at a hanamaschi community in a broad sense, including related businesses, one can see that the ochaya purchase services from related businesses in the community, using their own sensitivity to coordinate the services in a way that suits the ochaya setting, in order to offer the most appropriate hospitality to their customers. The freedom of coordinating services is ensured by the long-term relationships with customers and related businesses, and by the fact that they employ different terms of payment (collection) for different parties. Confident in their ability, the ochaya have built up a relationship of trust, where they play a central role in the social infrastructure that enables them to offer optimal services.
URI: http://hdl.handle.net/11173/411
Appears in Collections:第11号(2008-12-15)

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