抄録
Arrival of multimedia society requires not only a business strategy but a paradigm shift of industrial structure and social system.The progress of this multimedialization has given birth to crust movement called a digital marketing revolution. Under such circumstances,a starting point of the paradigm sift was moved from production to consumption. It is because of both the consumption maketing,which connects comsumers and retailers,and the marketing system,which connects production,marketing and sales. Multimedia marketing is a strategy which leads this conversion. Personal life will be surrounded by personal media. And relationship with familiar customers will come out. Retired seniors and young housewives should become a leading target of multimedia,who expect non-sleeping stores. Interactive collaborations between customers and providers will exist there.
