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東アジア企業のマーケティング革新の研究
https://doi.org/10.34360/00006631
https://doi.org/10.34360/00006631a07504b3-f5a4-4b8c-b981-51692d5889ff
名前 / ファイル | ライセンス | アクション |
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3043_0061_06.pdf (2.8 MB)
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Item type | 紀要論文 / Departmental Bulletin Paper(1) | |||||
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公開日 | 2016-09-07 | |||||
タイトル | ||||||
タイトル | 東アジア企業のマーケティング革新の研究 | |||||
言語 | ||||||
言語 | jpn | |||||
キーワード | ||||||
主題 | ブルーオーシャン戦略, 拡大する中間層市場, 標準化と現地適応化, マーケティング・イノベーション, ブランド戦略 Fuyuki, Taguchi, Toru, Ishizaki, Sungsu, Kim, blue ocean strategy, the expanding middle class market, standardization and adaptation, marketing innovation, brand strategy |
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資源タイプ | ||||||
資源タイプ | departmental bulletin paper | |||||
ID登録 | ||||||
ID登録 | 10.34360/00006631 | |||||
ID登録タイプ | JaLC | |||||
別言語のタイトル(英) | ||||||
タイトル | Research Report on Marketing Innovation of East Asian Companies | |||||
作成者 |
田口, 冬樹
× 田口, 冬樹× 石崎, 徹× 金, 成洙 |
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内容記述 | ||||||
内容記述 | 本研究報告は,東アジア企業が日本,韓国,それに中国の変化しつつある市場においてマーケティング革新をどのように行っているかを示している。われわれの研究プロジェクトは2011年にスタートし,2014年3月まで行われ,そこでは主に企業関係者へのインタビューと施設視察によって進められた。国内市場で成功している日本企業の多くはコアな強みを確立しているが,東アジア市場では文化的な違いを理解し,かつ地域市場のニーズにコアな戦略を適応させる必要がある。この調査研究では,急速に変化する市場の中で東アジア企業にとってのマーケティング革新をめぐる幾つかの特徴や問題点を明らかにしている。, This research report shows how East Asian companies are innovating their marketing in the changing markets of Japan, South Korea and China. Our research project started from April 2011 and continued until March 2014 and was conducted mainly by the interview to company stuffs and inspection to major shopping facilities. Although the most successful Japanese companies build on their core competencies in the domestic market, they also need to recognize cultural differences and adapt their core strategy to the local needs in East Asian markets. This report reveals some characteristics and issues for the marketing innovation of East Asian companies in drastically changing markets. | |||||
公開者 | ||||||
出版者 | 専修大学経営研究所 | |||||
ISSN | ||||||
収録物識別子 | 2186-9251 | |||||
書誌レコードID | ||||||
収録物識別子 | AA12562863 | |||||
書誌情報 |
専修マネジメント・ジャーナル en : Senshu Management Journal 巻 6, 号 1, p. 41-51, 発行日 2016-07-20 |
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出版タイプ | ||||||
出版タイプ | NA |