Marketing for Regional Vitalization

-“As is"and “To be"in Japan-

Abstract

This study explores “as is" of the regional vitalization in Japan, from the view of marketing theory, value creation and communication. According to the case study of the local companies and organizations in Kanazawa, Nara, Oumi-Hachiman and Sasebo which try to develop new local values through products and service branding, the author analyzes the key to continuous development of the regional vitalization in Japan.