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Web制作会社の今後の経営戦略は?

Q:Web制作会社の今後の経営戦略は?


東京都内で、社員5名程度でWeb制作会社を経営しています。
今年で設立6年目になりますが、仕事が少なくなってきており、今後の経営の舵取りに危機感をいだいています。具体的には、新規顧客の獲得が右肩下がりで、多くの企業がすでにHPを持っており市場が成熟していること、また競合も非常に多いことが原因ではないかと分析しています。
市場が成熟期を迎えている場合、新たなビジネスを探り、事業の軸足をWeb制作からシフトしていくべきでしょうか?それとも、今のWeb制作のなかで得意とする技術・デザインを絞って磨き、ニッチな領域を攻めていくべきでしょうか?今後の戦略について、アドバイスをお願いいたします。

A:周りを見、足元を見る事が基本です。


こんにちは、RISE Productionの佐藤です。

新規顧客の獲得に変化が出てきている。
との事ですが、元を正せば顧客の環境が変化してきている、と言い代える事もできます。

今までの新規顧客が特定の業種であるならば、業種内で新しいイノベーションがあったなど、変化した原因も掴みやすいのでしょうが、顧客が広い業種にわたっていた場合は、やはり社会環境の変化が原因なのかもしれません。

ご質問にあるように、自己分析された原因として「競合が増えた」とおっしゃっていますが、競合他社から御社を選んでいただくためには、他社との差別化が必要です。

御社の制作会社としての強みはなんですか、それは顧客にとってインセンティブになり得ますか。

差別化が上手くアピールできない事で、たどり着く先は制作料金のディスカウントしかない事は、他の業種を見てみても一目瞭然です。

インセンティブが制作料金ですと、次はもっと安い金額を提示した業者になってしまう可能性もあります。

御社に制作を依頼して、ブランディングが明確になった、知名度が上がったなどと、顧客の考えをリードするコンサルティング力も必要かもしれません。

顧客は御社になんの目的で制作を依頼されているのでしょうか、Web制作や広告の制作は手段であって、目的ではありません。

顧客の求める物を提案する事が、御社の今後の戦略になると考えられます。





このQ & Aは、All AboutPfoFileに届いた質問に対し、RISE Production佐藤が答えた物を転記しています。オリジナルページはこちら


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