Local Design Laboratory
| Date of establishment | 2020/07/01 |
|---|---|
| Director |
Takeo Kuwahara
Professor, Faculty of Policy Management |
| Contact |
Takeo Kuwahara Laboratory（ε405）
Tel:0466-49-3484 |
■Objective
Japan’s total population peaked in 2008 and has been declining ever since, ushering in an era of full-scale population decline. As a result, a number of local governments, which are facing the threat of extinction, are making every effort to market their regions in order to secure a resident population. In particular, in the hope that this will promote migration from urban areas to regional areas, they are increasingly using digital marketing to create both a related population and an exchange population. However, digital marketing knowledge for local revitalization in Japan has not yet been systemized or fully shared with society.
The objective of this laboratory is to systemize a practical methodology based on the study and analysis of cutting-edge examples from all over Japan pertaining to local digital marketing aimed at securing a resident population through the creation of a related population and an exchange population, and to share this with society at large. In line with this, the following three tasks will be conducted.
1) Study and analysis of cutting-edge examples of digital marketing being utilized in the field of local revitalization, and the development of a framework for digital marketing specific to this field
2) Based on this framework, identification of mechanisms of best practices, and the generation of KSF (Key Success Factors) for highly versatile and effective local digital marketing
3) Delivery and dissemination of resultant systemized knowledge on local digital marketing to society at large
The characteristics of Keio University Shonan Fujisawa Campus, which is home to a diverse range of research fields, will be fully leveraged when conducting these activities. There will be collaboration with a wide range of stakeholders, including central government ministries and agencies, local governments, DMOs, and private companies, and research will be advanced in a concrete and empirical manner. As a result, this research will form a platform for the study and practice of local revitalization through digital marketing and play a role in contributing to local design in an era of declining population.
■Outline of research activity plans
- First year
- Study and analysis of cutting-edge examples in the field of local digital marketing
Cutting-edge examples of digital marketing being practiced in the field of local revitalization will be studied and analyzed. Seminars and conferences, bringing together those implementing local digital marketing, will be effectively utilized to gather information.
- Development of a framework for local digital marketing
A framework for digital marketing specific to the field of local revitalization will be developed based on the study and analysis of cutting-edge examples.
- Second year
- Analysis of best practices within local digital marketing
Based on the framework systemized in the first year, mechanisms of best practices within local digital marketing will be identified and KSF (Key Success Factors) for highly versatile and effective local digital marketing generated.
- Verification of KSF for local digital marketing
KSF (Key Success Factors) for local digital marketing, obtained through the clarification of mechanisms of best practices, will be verified by implementation in multiple regions collaborating with this laboratory.
- Third year
- Promotion and dissemination of local digital marketing techniques
In order to share knowledge related to local digital marketing systematized in the first and second years of this laboratory with society at large, activities to deliver and disseminate information externally will be developed. Along with providing lectures, workshops, and various training programs to local governments and private companies that seek such knowledge, the laboratory will fulfill a professional advisory function. It will also provide knowledge to related undergraduate and graduate programs.
- Development of a local digital marketing platform
A platform will be built that brings together stakeholders who aim for local revitalization through digital marketing and ensures the mutual sharing of practices in a sustainable manner.
Researchers, managers and professors
| Takeo KuwaharaDirector | Professor, Faculty of Policy Management As head of the laboratory, responsible for overall management. Provides recommendations on digital marketing for local revitalization based on own expertise in area of marketing. |
|---|---|
| Shugo Yanaka | Professor and Dean, Department of Global Management, Faculty of Business Administration, BBT University Professor, MBA Program, Graduate School of Business, BBT University As general producer of the laboratory, responsible for overall management and research planning. Provides recommendations on digital marketing for local revitalization based on own expertise in area of marketing. |
| Takayoshi Sugawara | Professor, Law School Participates in the laboratory as an expert member. Provides recommendations on digital marketing for local revitalization based on own expertise in corporate law. |
| Isao Yanagimachi | Professor, Faculty of Policy Management Participates in the laboratory as an expert member. Provides recommendations on digital marketing for local revitalization based on own expertise in local collaboration. |
| Atsushi Shinjo | Professor, Faculty of Environment and Information Studies Participates in the laboratory as an expert member. Provides recommendations on digital marketing for local revitalization based on own expertise in smart agriculture. |
| Fumio Shimpo | Professor, Faculty of Policy Management Participates in the laboratory as an expert member. Provides recommendations on digital marketing for local revitalization based on own expertise in information management. |
| Norichika Kanie | Professor, Graduate School of Media and Governance Participates in the laboratory as an expert member. Provides recommendations on digital marketing for local revitalization based on own expertise in SDGs. |
| Kotomi Shiota | Associate Professor, Faculty of Policy Management Participates in the laboratory as an expert member. Provides recommendations on digital marketing for local revitalization based on own expertise in health and sports science. |
| Ryo Chinone | Doctor Course Student, Graduate School of Media and Governence Participates as the secretariat of this laboratory. |