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"subitem_description_type": "Other"}, {"subitem_description": "\u8981\u7d04\uff08\u6b27\u6587\uff09:In our study, we attempted to present a framework for the analysis of the characteristics of Japanese consumers. We derived some clues for the successful operation of foreign retailers in Japanese markets through our study. With regard to the characteristics of the Japanese market, particularly in the retailing field, we concluded that the Japanese retailing system is superior in many respects. Japanese retailers are very competitive in the world, and highly capable of adapting to rapidly changing needs of the retail market. Faced with such competitive Japanese retailers, it would be very difficult for foreign retailers to operate successfully in Japanese markets. Strategic alignment with Japanese retailers may be one solution for foreign retailers\u0027 successful entry to the Japanese market. The world\u0027s second-ranked French retailer, Carrefour, has been practically compelled to withdraw from the Japanese market. Regarding one of the reasons for their withdrawal, the mass media reported that Carrefour was not able to accommodate low-price needs of Japanese consumers due to the Japanese multi-level distribution system. However, in our study, we determined that their withdrawal may not be attributed to the failure of low-price sales operation. In our view, the low-price operation would end up in the failure in the long run, even though it appears to be successful on a short-term basis. Japanese consumers are not basically price-oriented. The fundamental characteristics of Japanese consumers are expressed as proneness to (1)newness(neuvo), (2)boom(fashion), and (3)limited(rare) items. Our study also indicated that Japanese consumers are prone to recognize the peripheral values of the items or services during their purchasing decisions, In search of success in the Japanese market, it is necessary for any prospective entrants to the market to give careful consideration to the aspects of Japanese culture, society, manners and customs. At the same time, recognizing that Japanese consumer minds keep changing, they should determine their overall and differentiated business position in terms of store, product and services, and other related aspects, while adapting to Japanese consumers\u0027 need of fashion or boom.", "subitem_description_type": "Other"}, {"subitem_description": "\u672a\u516c\u958b\uff1aP.1\u4ee5\u964d\uff08\u5225\u5237\u8ad6\u6587\u306e\u305f\u3081\uff09", "subitem_description_type": "Other"}, {"subitem_description": "\u7814\u7a76\u5831\u544a\u66f8", "subitem_description_type": "Other"}]}, "item_1617186643794": {"attribute_name": "Publisher", "attribute_value_mlt": [{"subitem_1522300295150": "ja", "subitem_1522300316516": "\u5e73\u6577\u5fb9\u7537"}]}, "item_1617186702042": {"attribute_name": "Language", "attribute_value_mlt": [{"subitem_1551255818386": "jpn"}]}, "item_1617186783814": {"attribute_name": "Identifier", "attribute_value_mlt": [{"subitem_identifier_type": "HDL", "subitem_identifier_uri": "http://hdl.handle.net/20.500.12000/13593"}]}, "item_1617186920753": {"attribute_name": "Source Identifier", "attribute_value_mlt": [{"subitem_1522646500366": "NCID", "subitem_1522646572813": "BA74495027"}]}, "item_1617258105262": {"attribute_name": "Resource Type", "attribute_value_mlt": [{"resourcetype": "research report", "resourceuri": "http://purl.org/coar/resource_type/c_18ws"}]}, "item_1617265215918": {"attribute_name": "Version Type", "attribute_value_mlt": [{"subitem_1522305645492": "VoR", "subitem_1600292170262": "http://purl.org/coar/version/c_970fb48d4fbd8a85"}]}, "item_1617605131499": {"attribute_name": "File", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "download_preview_message": "", "file_order": 0, "filename": "13630126.pdf", "future_date_message": "", "is_thumbnail": false, "mimetype": "", "size": 0, "url": {"objectType": "fulltext", "url": "https://u-ryukyu.repo.nii.ac.jp/record/2005072/files/13630126.pdf"}, "version_id": "85cd2dc7-1d30-499f-a563-b218b83720a9"}]}, "item_title": "\u65e5\u672c\u306e\u6d88\u8cbb\u8005\u3068\u65e5\u672c\u5e02\u5834\u306b\u304a\u3051\u308b\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u30fb\u30b5\u30af\u30bb\u30b9", "item_type_id": "15", "owner": "1", "path": ["1642838403123", "1642838405494"], "permalink_uri": "http://hdl.handle.net/20.500.12000/13593", "pubdate": {"attribute_name": "PubDate", "attribute_value": "2009-12-02"}, "publish_date": "2009-12-02", "publish_status": "0", "recid": "2005072", "relation": {}, "relation_version_is_last": true, "title": ["\u65e5\u672c\u306e\u6d88\u8cbb\u8005\u3068\u65e5\u672c\u5e02\u5834\u306b\u304a\u3051\u308b\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u30fb\u30b5\u30af\u30bb\u30b9"], "weko_shared_id": -1}
  1. その他
  1. 部局別インデックス
  2. 法文学部

日本の消費者と日本市場におけるマーケティング・サクセス

http://hdl.handle.net/20.500.12000/13593
http://hdl.handle.net/20.500.12000/13593
ade14ef4-f1bf-4041-9f3f-5fb9e1e9f649
名前 / ファイル ライセンス アクション
13630126.pdf 13630126.pdf
Item type デフォルトアイテムタイプ(フル)(1)
公開日 2009-12-02
タイトル
タイトル 日本の消費者と日本市場におけるマーケティング・サクセス
言語 ja
作成者 平敷, 徹男

× 平敷, 徹男

ja 平敷, 徹男

平野, 英一

× 平野, 英一

ja 平野, 英一

Heshiki, Tetsuo

× Heshiki, Tetsuo

en Heshiki, Tetsuo

Hirano, Eiichi

× Hirano, Eiichi

en Hirano, Eiichi

アクセス権
アクセス権 open access
アクセス権URI http://purl.org/coar/access_right/c_abf2
主題
言語 ja
主題Scheme Other
主題 日本の消費者
言語 ja
主題Scheme Other
主題 日本市場
言語 ja
主題Scheme Other
主題 マーケティング・サクセス
言語 ja
主題Scheme Other
主題 消費者の特質
言語 ja
主題Scheme Other
主題 新しもの好き
言語 ja
主題Scheme Other
主題 ブーム・流行好き
言語 ja
主題Scheme Other
主題 限定好き
言語 ja
主題Scheme Other
主題 フランスの消費者
言語 ja
主題Scheme Other
主題 本質と周辺
内容記述
内容記述タイプ Other
内容記述 科研費番号: 13630126
内容記述タイプ Other
内容記述 平成13年度~平成16年度科学研究費補助金(基盤研究(C)(2))研究成果報告書
内容記述タイプ Other
内容記述 研究概要:本研究を通じて、日本の消費者の特質とそのための分析枠組みが明確となり、また日本市場でのマーケティング・サクセス実現のための手掛かりが見いだされた。日本の市場の特性に関していえば、特に小売業について言及すると日本の小売業は世界的にも競争力が高く、卸売業・流通システムの多段階性というよりも小売業の市場への適応力、季節やイベントへの対応、消費者ニーズへの対応など多くの点で優れた点があるといえる。このため、外国の小売企業が日本市場でのマーケティング・サクセスを実現することは極めて難しく、日本企業との提携などの方法が必要となる。事実フランスの世界第2位の売り上げを誇るカルフール(Carrefour)は日本市場での事実上の撤退を余儀なくされた。カルフールの日本市場での失敗の一因としてマスメディアは日本の流通システムの多段階性により、低価格販売ができなかったことを指摘しているが、われわれの見解ではむしろ日本市場での単なる低価格販売は短期的には成功の可能性があるが、中長期的には失敗へといきつく可能性が高いと考えられる。日本の消費者が根本的に価格志向とはいえないからである。日本の消費者の根本的な特質は、(1) 新しいもの好き、(2)ブーム・流行好き、(3)限定好きといった3つの特質に加えて周辺的な側面を重視することなどが本質的な部分として抽出された。そして、日本市場でのマーケティング・サクセスを進める上では日本の文化、社会、風俗、習慣等は当然のこととして、日本人消費者の心が常に変化し続けていっていることを踏まえつつ、その上で店舗や事業、商品・サービスなどビジネスの要素全体に関わるポジショニング、意味づけに独自性を持たせ差別化し、流行・ブームを取り入れることが必要だと結論づけられた。以上の事項を中心とする4年間(平成13年度から16年度まで)の研究成果を報告書としてとりまとめた。
内容記述タイプ Other
内容記述 要約(欧文):In our study, we attempted to present a framework for the analysis of the characteristics of Japanese consumers. We derived some clues for the successful operation of foreign retailers in Japanese markets through our study. With regard to the characteristics of the Japanese market, particularly in the retailing field, we concluded that the Japanese retailing system is superior in many respects. Japanese retailers are very competitive in the world, and highly capable of adapting to rapidly changing needs of the retail market. Faced with such competitive Japanese retailers, it would be very difficult for foreign retailers to operate successfully in Japanese markets. Strategic alignment with Japanese retailers may be one solution for foreign retailers' successful entry to the Japanese market. The world's second-ranked French retailer, Carrefour, has been practically compelled to withdraw from the Japanese market. Regarding one of the reasons for their withdrawal, the mass media reported that Carrefour was not able to accommodate low-price needs of Japanese consumers due to the Japanese multi-level distribution system. However, in our study, we determined that their withdrawal may not be attributed to the failure of low-price sales operation. In our view, the low-price operation would end up in the failure in the long run, even though it appears to be successful on a short-term basis. Japanese consumers are not basically price-oriented. The fundamental characteristics of Japanese consumers are expressed as proneness to (1)newness(neuvo), (2)boom(fashion), and (3)limited(rare) items. Our study also indicated that Japanese consumers are prone to recognize the peripheral values of the items or services during their purchasing decisions, In search of success in the Japanese market, it is necessary for any prospective entrants to the market to give careful consideration to the aspects of Japanese culture, society, manners and customs. At the same time, recognizing that Japanese consumer minds keep changing, they should determine their overall and differentiated business position in terms of store, product and services, and other related aspects, while adapting to Japanese consumers' need of fashion or boom.
内容記述タイプ Other
内容記述 未公開:P.1以降(別刷論文のため)
内容記述タイプ Other
内容記述 研究報告書
出版者
言語 ja
出版者 平敷徹男
言語
言語 jpn
資源タイプ
資源タイプ research report
資源タイプ識別子 http://purl.org/coar/resource_type/c_18ws
出版タイプ
出版タイプ VoR
出版タイプResource http://purl.org/coar/version/c_970fb48d4fbd8a85
識別子
識別子 http://hdl.handle.net/20.500.12000/13593
識別子タイプ HDL
収録物識別子
収録物識別子タイプ NCID
収録物識別子 BA74495027
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