「生活者」と地域運営 : "マーケティング・ネットワーク"概念の可能性

抄録

In the context of the government decentralization policy, application of business administration methodologies to the local management has increased its importance for an efficient and effective self-management of the region. Some local management theories introduced so far have been successful in managing some aspects of the resident's life, life as the worker/employer/producer and the beneficiary of public goods and services, in particular. However, they are short of addressing the resident's life as 'seikatsusha', a term referring to all aspects of their lives. This article analyses some cases overlooked under the conventional local management theories, by applying to the marketing network framework, where 'marketing' is defined as a system in which clients are gained and maintained on the basis of their satisfaction. It then points out: 1) marketing has a multi'layered complex system, comprised of many organizations connected vertically and horizontally; and 2) when a marketing system at an organization becomes fully-independent and connected with one another, the whole marketing system functions maximum and serves the best to the residents of the region. Based on such observation, this article introduces the 'comprehensive local marketing network model', a model that has a potential ofpractical and wide application to cover the resident's life as 'seikatsusha'.