中小企業におけるマーケティング戦略と収益性の関係について

－感性工学的手法によるマーケティング優先事項の抽出－

抄録

The theme focused on in this research is “Profitability improvement” in the small and medium-sized enterprises which occupy a large majority in Japan. The methodology to extract “Priority matter in the marketing strategy for the small and medium-sized enterprise to improve the profit” was examined by investigating the enterprise's condition of execution concerning marketing which was the center activity for them in order to obtain an advantage, and by also analyzing the relation between the content of the practice and the corporate profit by applying the technique of KANSEI engineering.