モノを売るのではなく、コトを売れ！使い古された言葉だが、モノ余り、モノあふれの時代の中、改めて、”知っている店で買う””知っている人から買う”顧客が増えている。モノを提供するだけでなく、”買い物をする楽しさ”も体験させる。では、どのような”いい体験”、すなわちエクスペリンスを与えるか。精緻なエクスペリエンスマーケティング、通称エクスマが求められる。エクスマの第一人者である藤村正宏が最新、最高のエクスマを提案する。


Rather than sell the things , selling a thing ! It is a worn-out words , but more than goods , in goods overflow of age , again , " you know to buy at the store " " I know buy from people is " customer is increasing . In addition to providing a thing , " fun to shop " is also to experience . So, what kind of " good experience " , ie you give experience . Sophisticated experience marketing , aka Exma is required. Masahiro Fujimura is a guru of Exma  propose latest , the best Exma .

月刊「商業界」はこの３月号から新創刊しました！ページがB5判からA4変型判に拡大。カラー頁が大幅に増えています。

今月号は「三ツ星繁盛店」と１１０１の作品が集まった第８回「商業界POP大賞」の結果発表。ぜひお楽しみください！



中小企業の8割が商品・サービスの“価格”を競争の源泉としており、結果、多くの企業が価格競争に陥り低利益に苦しんでいるといわれます。一方、非価格経営を実現している2割の企業がその内容として「商品力」を挙げています。代表的な商品、つまり“一品”は利益をもたらし、会社の組織風土すら変える力を持っています。本特集では、そうした“一品”の見つけ方、磨き方を成功事例とともに解説します。

話題の書『さらば価格競争』によると、中小企業の8割が商品・サービスの“価格”を競争の源泉としている。結果、多くの企業が価格競争に陥り、低利益に苦しんでいる。
一方、価格競争によらない経営、いわば非価格経営を実現している2割の企業がその内容として「商品力」を挙げている。すなわち、店・会社にとって「商品」は全ての経営活動の源泉だ。
代表的な商品、つまり“一品は”利益をもたらし、会社の組織風土すら変える力を持っている。今月号では、「“一品”で店は変われる」をテーマにそうした“一品”の見つけ方、磨き方を成功事例とともに解説する。

ある調査によると、全国の中小企業の８割が「価格」を競争力の源泉とする経営に明け暮れている。いま、そうした行き過ぎた価格競争が日本社会を歪め、将来に暗い影を落としている――。今月号の第1特集は「さらば価格競争」。価格の安さではなく、他社にない価格以外の付加価値を競争力の源泉とする「非価格経営」を実践する企業を取材した。特集「ようこそPOP１年生！」では、楽しくお客の心をつかむPOPの描き方を指南。第８回「商業界POP大賞」の作品募集も告知する。


This month's top issue is “Farewell to the cost-leadership management”. According to the research, 80% of small and medium-sized enterprises in Japan adopt the cost-leadership management to their business. And many of them suffer from too much price competition. We insist that “Anti- cost-leadership management” is the best way of Japanese companies by showing bright cases of Anti- cost-leadership companies. 


低価格競争から抜け出すためには、「お値打ち商品」の発掘が必要だ。あなたの店にとって、お客さまに喜んでもらえる「お値打ち商品」と何か。衣料品、靴などで、全国各地の国産品を仕入れ、通信販売を行う「ファクトリエ」、100円均一パンで定評を集める京都のベーカリーショップなど実践例を掲載した。
その他、2017年の販売テーマとは何か。販促コンサルタントの竹内謙礼氏は「プレミアム　デフレ」（安さと付加価値を備えた商品が求められる）「主人公症候群」（SNS、イベント等　自分参加型の消費に進む）の２つを挙げる。2017年は、より顧客の嗜好と行動をとらえた販売対策が必要となる。


In order to get out of the low-price competition, we need excavation of "value for money products". For your shop, get willing to customers "your value

Something hit products ". Clothing, shoes, etc., purchase a nationwide domestic products, "Factlier" to communicate sales, reputation for 100 yen unitprice bakery

It posted a practice examples such as the Kyoto bakery shop to collect.
Other, What is the selling theme of 2017. Mr.Takeuchi Kenrei. promotional consultant is equipped with a "premium deflation" (safety and added value

Commodity is required) "hero(heroic) syndrome" (SNS, the process goes to consumption, etc. of their own participatory events) cited two of. 2017, more customers

Sales measures that capture the taste and action is required.

本誌恒例の「看板大賞」が発表された。大賞はファッション衣料の「金久」（ＫＡＮＥＫＹＵ）。「冷凍デニム」等のユニークなプレゼンテーションなどが決め手となった。その他、理容室などさまざまな業種から選ばれた店舗が紹介されている。
永く好調を維持する店、繁栄を続けている店は「経営理念」が確立されている。顧客、取引先、従業員など各方面のステークホルダーを満足させつつ「繁栄」を持続させる企業、店舗に共通する経営理念を解説する。その他、ベーカリーショップ、ちゃんこ料理店などの事例も交え、「理念経営」を実践し、顧客づくりに成果を出している店をレポートした。

Magazine annual of " signboard Award " was announced . Grand Prize of fashion clothing " Kanekyu " (KANEKYU). And unique presentation , such as " freezing denim " has become a decisive factor . Others , have been introduced store that has been selected from a variety of industries such as Barber .
A long time the store to maintain a strong , the store has continued to prosperity has been established " management philosophy " . Customers, suppliers , companies that while satisfying the stakeholders in various fields such as an employee sustained a " prosperity " , to describe the management philosophy that is common to store . Others , bakery shop , also cases such as Chanko restaurant sprinkled , to practice the " Philosophy Management " , was report the shop making the results to the customer making .

売り方の改革が求められている。それは商品に心を添えて販売する。ネット販売にはできない。リアル店舗だからこそできる接客から販売までのホスピタリティの真髄とは何か。菓子専門店の虎屋などの事例をもとに「売り方改革」を提案する。
その他、最新「商業統計」を解説し、商業の現状と未来を解説した。


Reform of sales methods are being sought . It will sell along with a mind to the product . It can not be in net sales . What is the hospitality of the essence to sales from the customer that can be precisely because local stores . Propose a "sell how to reform " on the basis of the case , such as confectionery shop Toraya .
Other , describes the latest " Commercial Statistics " , we discussed the current state and the future of commerce .

人手不足が合言葉のように繰り返される。ところが、あなたの会社、あなたの店は本当に”人が足りない”のだろうか。少子化、高齢化が進む現実を逆手にとって、「高齢者」「女性」「外国人」の採用、教育、戦力化に挑戦してみよう。そのための採用、教育、勤務体系などの仕組みづくりを解説した。
その他、お客への訴求力、説得力を高めるための「手作り販促ツール」づくりを特集した。成功している事例店および手作りツールの制作手順を詳解した。


Labor shortage is repeated like a slogan . However , your company , your store is really " people do not have enough " wonder . Declining birth rate , the reality that aging progresses for the advantage of the fact , the adoption of " the elderly ", " woman ", " foreigners " , education , let's challenge to the forces of . Adopted for its , education, describes the building systems , such as working system .
Others were featured " handmade sales promotion tool " making of in order to increase the appeal , compelling to customers . Successful case stories and was discussion of the production procedure of handmade tools .

売るためのヒントは、お客さまが持っている。想定顧客層に投網のように打ちこむ従来型のマーケティングでは通用しなくなっている。目の前の一人のお客に尽くす、専心することで、一つのマーケットが生まれる。そんなマーケティングで成功している「ヤッホーブルーイング」またビデオ・ＣＤ専門店での実践事例を詳解した。その他、4月に発生した熊本地震の中で、営業再開・継続の努力によって、地域支援に奮闘した、食品スーパー、その他専門店の姿をレポートした。


Tips to sell is , our customers have . It is no longer -class is on the assumption customer layer to a conventional marketing implanted like a cast net . Try to one of the customers in front of the eye , that devotion to , one of the market is born . Such marketing has been successful in " Yahho brewing " was also discussion of the practical examples in the video · CD specialty store .
Others , in Kumamoto earthquake that occurred in April , through the efforts of the business resumption and continuity , was struggling to regional support , food supermarket , the appearance of other specialty stores and reports

The purpose of management is " to make people happy ." Employees , business partners , the largest of business resources to happy customers is a profit . It is molting from the " price competition " to ensure a profit . We discussed the case and techniques to get out from 80 percent of Japanese companies fall into " price competition " .
" 7th commercial world flyer · DM Award " was held . Supermarket , stationery shop , clothing store , " was Judiciously " gathered from all industries such as pharmacy introduced a state-of-the-art flyer · DM in the magazine .

中小企業再生で知られる武蔵野・小山昇氏。指導先企業は550社。15年間、倒産企業ゼロ。確かな実績を生み出す小山氏の1日に密着し、時間、お金、人の使い方を徹底レポートした。
武蔵野自体も、経済産業省が主催する「日本経営品質賞」を二度にわたって受賞する超優良企業。小山昇氏の仕事術とその源を明かした。
その他、販売術を磨くための「売りきる人になる方法」を特集しています。


Mr. Noboru  Koyama　Musashino　corpration CEO , known for small and medium-sized enterprises play . Guidance the companies 550 companies . 15 years , bankruptcy companies zero . In close contact with the Koyama 's one day to produce a proven track record , time , thorough report money , the use of the people .
Musashino itself , the Ministry of Economy, Trade and Industry will host the super blue-chip companies to win over the " Japan Quality Award " twice . Mr. Noboru Koyama of work surgery and revealed its source .
Other , we are featuring the " how to become a sell off people " in order to hone the art of selling

あなたが商売する理由は何か？創業者、事業継承者、または店長もが、必ず問い直すべきテーマを、書店、文具店、食品製造店など、さまざまな専門店をケーススタディをもとにまとめた。誰に、何を、提供し、どのように幸せを与えるのか。これがない限り、商売の意味はない。
その他、ネット販売がますます伸びる中で、実店舗が成長するために必要なものは何か。経営者が掲げる理念、社員の販売能力、そしてコミュニケーション能力、などさまざまな視点から解説した。


What reason you want to business is ? Founder , business successors , or the manager also is , the theme should reconsider sure , bookstores , stationery shops , such as food manufacturing shop , a summary of the various specialty store on the basis of the case study . Who , what , how to provide , give how to happiness . As long as this is not , there is no meaning of the business .
Others , in the net sales grow more and more , something is what you need for the actual store to grow . Philosophy that management is listed , employees of the ability to sell , and describes communication skills , from various points of view , such as .

「値上げ」「女性高所得者」「シニア」。この3つの言葉がこれからのお客をつかむキーワード。売り手も買い手も安売り競争にはうんざりし始めている。何度も通ってもらう、何度も買ってもらう。そういった既存顧客のリピートには、「本気」の販促、「本気」の集客により、”お客とつながる”ことが必要だ。そのための売り方、見せ方を特集した。
「従業員満足」の高い会社は強い。給料の高さ、休みの多さ、とは違った満足度、働きがいを提供するポイントを「コミュニケーション」「評価」「目標管理」などの視点からまとめた。


" Price increase ", " female high -income earners ," " senior " . Keywords that these three words to grab the future customers . Sellers are beginning to tired even to be bargain competition shoppers . Get through many times , get to buy many times . The repeat of such existing customers , sales promotion of " serious " , by attracting customers of " serious " , it is necessary that " our lead ." Sales methods for that , was featured to show how .
High " employee satisfaction " the company is strong . Salary of height , summarized rest of the multitude , different satisfaction and , a point that provides job satisfaction from the point of view , such as " communication ", " evaluate ", " management by objectives "

「革新者」とは新しい業種、新しい市場からだけしか生まれるわけではない。寝具店、青果店、酒販店など伝統的な業種店でありながら、新たな顧客創造に成功した企業を紹介した。その他、社員をその気にさせる、参加させるための「経営計画と予算づくり」について、「武蔵野」「城南信用金庫」などの優良事例をもとに特集した。


New industries as the " innovator " , it is not only born only from the new market . Bedding stores, fruit and vegetable shop , yet traditional industries shops such as liquor stores , we introduced the successful companies to new customer creation . In addition, to the employees in its care , for " management plan and budget planning " for to join , it was featured on the basis of the good practices such as " Musashino " " Johnan Shinkin Bank " .

商人こそ「編集力」と「伝える力」が必要。緑茶、紅茶、ジュース、コーヒーを売る店、緑茶、和菓子、茶器を売る店。緑茶を買うならどちらの店にするだろうか。支持される店になるためには、商品の品質と品揃えだけでは足りない。緑茶という飲み物ではなく、緑茶を楽しむ時間を買いに来るお客さまこそ、あなたの店の生涯顧客になるはず。家具・雑貨店、菓子・和菓子店などの事例レポートを中心に、商人のための「編集力」と「伝える力」を身につける特集を掲載しました。その他、「インバウンド消費の可能性」「ネット通販の優勝劣敗」「Ｍ＆Ａ」「人材採用難」など、2016年も続く商人の関心ごと、不安ごとの行方をまとめた。

Merchant what must have the "ability of comunication " and " ability of Edit 

 " . Shop selling green tea , black tea , juice , shops selling coffee , green tea , sweets , the tea . I wonder to either of the shop if you buy a green tea . To become a store that is supported is , it is not enough just to quality and assortment of goods . Rather than a drink of green tea , what customers who come to buy time to enjoy green tea , should become a life of your store customers . Furniture and grocery stores , especially in the case reports, such as confectionery , sweets shop , we 've posted a feature to wear the "Edit force " and " convey power" for the merchant . Others , such as " the possibility of inbound consumption ", " survival of the fittest of the net mail order ", " M & A ", " recruitment difficulties " , every interest of subsequent merchants in 2016 , we put together the whereabouts of every anxiety .

店に入ってもらうため、お買い得感を伝えるため、次回の来店を促すため等など。以上のステージごとに広告が伝える内容と伝え方も異なる。販促のプロフェッショナル10人の厳選アイデア100本を紹介した。年末商戦に役立ててほしい。
いまや企業・店舗のアピール、商品の販売には不可欠となったＨＰについて、より効果的に集客し、販売数を高めるためのつくり方を優良専門店への取材レポートによって、解説した。

Order to have entered the shop , to convey a sense of the latest deals , etc. , etc. in order to encourage the next visit . Also different how to tell the contents of advertisements convey to each or more stages . We introduced the 100 methods  selected idea of professional ten promotional . The end of the year we want to help shopping season .
Now appeal of businesses and shops , for HP , which has become essential for the sale of goods , more effectively to attract customers , by coverage report of the How to make in order to increase the number of sales to blue-chip shop , it was commentary .

商売の本質とは「物を売る」のではなく、「人を喜ばす」ことにある。「人」にフォーカスを当てると、商品の見せ方、並べ方、売り方が変わってくる。こうした取り組みで成果を挙げた専門店やサービス業の事例をレポートした。また、「お客を喜ばす」体験型店舗によって、成功している事例をメガネ専門店、書店、飲食店で紹介した。値引き、特売に頼ることなくお客をつかむ事例、技術が今月号も豊富に盛り込まれています。


Instead of " selling goods " is the essence of the business , it is an object of " to please the human ." When the focus to "people" , how to show the merchandize , arrangement , sales methods is varies . The case of specialty stores and service industries mentioned the achievements in these efforts I have report . Also , by " pleases our " hands-on store , was to introduce the successful case eyeglass shop , bookstore , in restaurants . Discount , case grab the customers without having to rely on the sale , technology has also been incorporated into the wealth issue this month .

安売りに未来なし。安売りは大手企業、寡占化できる企業のみが取り得る作戦。中小企業こそ「価値」と「品質」に裏付けされた「値決め」をするべき。小売店、飲食店など業種別に伝えるべき価値、伝え方となる販促などの考え方と手順を解説した。
その他、お客さんから「買いたい」「もっとほしい」と言われる接客の立ち居振る舞い、話し方をまとめた。

No future in the bargain . Discount can be taken only companies large companies , can oligopoly is strategy . SMEs what should be a backed by " value " and " quality ," " value decided " . Retail , value to be transmitted by industry such as restaurants , were explains the concepts and procedures, such as sales promotion to be told how .
Others , are summarized from the audience to " buy want " service deportment of which is said to be " want more " , the speech .

お客さまを楽しませる、買ってもらう。これが「体験型マーケティング」エクスペリンエスマーケティング、通称”エクスマ”。”エクスマ”によって、お客との関係つくりに成功している2大先駆者、リサイクルショップ「買取王国」の坪井秀樹、ファッション専門店「ピーアイ」の奥ノ谷圭祐のセミナーを誌上再録した。
その他、地域一番店となるための単品量販の極意、販売異常値を作り出すための手順をサトーカメラの佐藤勝人氏に明かしてもらった。

To entertain our customers , and get bought . This \" hands-on marketing \" experiense marketing , known as the \" Exma \" . By \" Exma \" , customers and the two major pioneer that relationship has been successful in making of , Hideki Tsuboi of recycling shop \" Kaitori Ohkoku \" , fashion specialty store seminars Okunotaya Keisuke of \" PI \" was magazine reprinted .
Other , we had revealed separately mass of secrets to the local best stores, a procedure for creating a sales outliers Katsuhito Sato SATO camera .

お客さまの喜びこそ、商売の目的。お客さまを楽しませるには、自分の仕事も楽しむ。これがエクスペリンエスマーケティング、”エクスマ”の本質。第一人者である藤村正宏と、彼に学んだ7人の使途。ホテル経営者、飲食店、コンサルタントなどさまざまなプロが”エクスマ”の実践の姿を詳解する。その他、夏に備えた、観光客、セール客を顧客にする店づくり、売場づくり、サービスを提案する。

Customers of joy precisely , the purpose of the business . To entertain the customers , I also enjoy their work . This is experience marketing , the essence of " Exma " . And is a leading expert Fujimura Masahiro , seven of disciple learned him . Hoteliers , restaurant , a variety of professional , such as consultants Demystified the appearance of the practice of " Exma " . Other , with the summer , tourists , shop building to the sale customer to customer , department creation , we propose a service .

消費者は”知っている人”からモノを買う。Facebook、LINEなどソーシャルメディアを使った口コミ販促が効果的なのも、企業広告より、知人、友人からの情報を信頼するからだ。お客さまからの信頼を勝ち取る専門店、飲食店などの事例を紹介する。その他、楽天出店で本当に成長するリアル店舗の条件を事例をもとに解説する。

Consumers buy things from " people who know " . Facebook, also reviews sales promotion using social media is the effective , such as LINE, I'm from corporate ads , acquaintances , because you trust the information from friends . Shop to win the trust of our customers , we introduce the case of food and beverage outlets . Other , we want to explain the conditions of real stores that really growing  on RAKUTEN shoppingsite on the basis of the case .

お客はなぜ、あなたの店を「選ぶのか」。価格で選ばれた店は、価格で切り捨てられる。価格競争とは無縁な店が提供する価値とは何か。美容室、書店、飲食店などさまざまな業種から「選ばれる店」になるための秘密を探る。その他、春の新入社員、アルバイトが増える中、「定着させる」「辞めさせない」ための指導法、教育法を提案する。

Customers Why , " or choose " your store . Store that was selected in the price , truncated at a price . What is the worth unrelated shops and price competition has to offer. Beauty salons , bookstores , and explore the secrets for from various industries such as restaurants become a " store of choice ." Others , in the spring of new employees , the part-time job increases ,propose the teaching methods for " fixing " and " not to quit "  .

さらば！安売り。価格で選ぶお客は、価格で他店に流れていく。「体験」を売れば、そのお客は離れない。「Ｅｘｐｅｒｉｅｎｃｅ　Ｍａｒｋｅｔｉｎｇ」。題して「エクスマ」。すばらしい買い物体験を与えることに成功し続けている衣料品店、食品店をレポートした。その他、訪日外国人をどのようにつかみ取るか？特にアジア向けインバウンド対策を提案する。

Farewell ! Bargain . Customers to choose in price , will flow to other stores in the price . If selling the "experience" , the customer will not leave . " Experience Marketing " . Titled " Exma " . Clothing store that has continued to succeed in giving a great shopping experience , and report the food store . Other , how to grasp take the foreign visitors ? In particular I suggest Asia inbound measures .

イオンモール岡山、セブン＆アイのグランツリー武蔵小杉。東西に大きな、新しいショッピングセンターが相次いでオープンした。こうした店があなたの目前にできたらどうします？競い合うか、共に栄えるか。大型店にしかできないこと、小型店だからこそできることを各商店街の活動をレポートした。

Aeon Mall Okayama , Seven & i GranTree Musashi Kosugi . Big east to west , was opened in succession a new shopping center . These shops and if I could in your hand ? You can either compete or prosper together . That you can not only to large stores , it was to be able to precisely because small stores to report the activities of each mall .

消費増税を理由に売上不振に悩む店は多い。その中で、お客を集め続け、売上げを上げ続ける店もある。惣菜店、飲食店から住宅リフォーム業までさまざまな業種における成功店をレポートした。その他、特別企画は楽しみながら商売を学ぶ「繁盛テスト」。
Shop suffering a sales slump because of the consumption tax increase is large. Among them, there continues attracting customers, also shop to keep up the sales. Delicatessen shop, I was reporting the success shop in a variety of industries from eateries to residential remodeling industry. Others, Special to learn business while enjoying " test　for prosperity".

まだ間に合う年末商戦の最終対策。初めての来店客からリピーターまでの対応から従業員教育、売場づくりなど、手間をかけずにできる施策を教えます。また、消費増税後に低迷する国内消費と一方で爆発する外国人客による商品。両者が両立する2015年の消費動向を解説。
Still time for year-end shopping season in the final measures . First of employee education from the corresponding from shopper to repeater , such as sales floor building , I will tell you the measures that can do without the hassle . In addition, the goods by foreign guests to explode in domestic consumption and one that sluggish after consumption tax increase . And describes the consumption trends of 2015 that both are compatible .

今月号は、「本物は世界に通ずる 」と「現金問屋・ネット卸の勘どころ 」の２大特集に加え、さらに特別企画として「ワーキングマザー徹底研究」を合わせた３本立てでお送りいたします。
Is this month's issue, "the real thing is leading to the world" in addition to the two large feature of the "cash wholesaler net wholesale vital point", we will send you further in the 3 pronged to match the "working mother thorough research" as a special project.

今月号は、事例中心に「あなたにもできる！　売れる人の法則」と「老舗、その永続性の秘密」、さらに「進化する『ワクワク系』最前線」の３大特集です。特別企画「サトーカメラ最強伝説」では異色対談・糸井重里VS佐藤勝人が必見です。
"Secret long-established, its persistence," "It is also for you! Law of human sell," said this month's issue is a special feature 3 "evolving" exciting system "forefront" of further cases center. Unique meeting, Shigesato Itoi VS Sato Katsuhito is a must-see special event in the "Sato camera strongest legend".

今月号は、“Amazonにはできないこと”シリーズ第２弾、総力特集「店は学校」です。事例編の第１部、Amazonにはできないことを50も列挙した第２部、商店街をクローズアップした第３部の３部構成です。
In this month's issue, the second bullet "that it is not possible to Amazon" series, "school store" is all-out feature. It is a 3-part of Part 3 Part 2 50 was also listed that the first part of the case ed, can not be the Amazon, was close-up of the shopping district.

商業界（The Journal of Retailing） Magazine Cover - March 2017 Edition

March 2017

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February2017

商業界（The Journal of Retailing） Magazine - February2017

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商業界（The Journal of Retailing） Magazine - December 2016

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商業界（The Journal of Retailing） Magazine - November2016

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商業界（The Journal of Retailing） Magazine Cover - December2015 Edition

December2015

商業界（The Journal of Retailing） Magazine - December2015

【重要：『商業界デジタル版』販売終了のお知らせ】この度、2017年3月号をもちまして AppleNewsStand / Magzter での販売を終了致しました｡ご利用いただきましたお客様に、心より御礼申し上げます。今後の『商業界デジタル版』のご利用につきましては、2017年3月現在「楽天Kobo」および「GALAPAGOS STORE」のサイトにて取り扱いがございますので、ご検討いただけると幸いです。サービスのご愛顧、誠にありがとうございました｡

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商業界（The Journal of Retailing） Magazine - July2015

商業界（The Journal of Retailing） Magazine - July2015

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