グリーン・コミュニティ・マーケティング

Abstract

Why has relationship marketing and solution marketing with C (consumers) been doing aggressively with a sense of purpose by many B (businesses) and A (administratons)? Do you think that the relationship marketing has built up virtual community through internet working? Because C (consumers) have been looking for 1. A new community, 2, Information & participation, and 3. Green & Safety. This paper makes those questions and answers clear with our consciousness firstly to ask how to construct the circulation-oriented green community between B and C by B's green community marketing and C's green prosumerism (cf. Toffler A. 'prosumer'=producer + consumer) C's activity to take part in B's production and distribution process beyond C's one way (C⇒B) green consumerism 4R (Refuse, Reuse, Reduce and Recycle) activity, two way interactive B⇔C, 4Co (Coexist/Community: Contents/Conception・Costing/Count・Course/Corridor・Communication/Contact) evoluted from oneway B⇒C, 4P (Product/Price/Place/Promotion) and green prosumerism supported by A. This 4Co community Marketing has a relationship with the three conditions of community, 'Social interaction, locality and Common tie.' And the Common tie is related with 3 community feeling, 'we-feeling, role-feeling and dependency-feeling' presented by MacIver R.M. And secondly to ask how to evolve the community relationship from the one between 'Administration⇔Business⇔Consumer' to it between 'Agent⇔Building supporter⇔Creator.' Everybody's Business to build up green community is the one which should be organized by him/her-self in the broken community. Here we go.