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1 New Opportunities and New Problems for Japanese Companies in the Chinese Consumer Market

2 Sanno University Bulletin Vol. No. September New Opportunities and New Problems for Japanese Companies in the Chinese Consumer Market Fei Ouyang Yousuke Naito Weijia Zhou Japanese companies have regarded China asa factory of the world.however, now, they are also regarding the country asa huge consumer marketfrom both inbound and outbound, changing strategies. In this shift of changing strategies, new management know-how in addition to the current management style is necessary. In other words, a new market style,absorbing learningfrom the localeshould be added to the established management style, instructing. A solution to this problem ismake it local, namely,make the local people more useable,putting decision-making in the hands of local peopleandmaking decisions at the local site. In this paper, the above-mentioned problem is clarified, and the ideas advancing to the Chinese consumer market are presented as follows. The management style of the domination of Japanese manufacturing companies needs to be converted toclose-to-consumer management.. We discuss a new method of cultivating Chinese consumers.. We point out some important factors,make the local people more useable, putting decision-making in the hands of local peopleandmaking decisions at the local sitefor a new form ofclose-to-consumer management.

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18 Sanno University Bulletin Vol. 32 No.1 September 家電分野の以旧換新とは 旧式の家電を省エネ効率が高い製品に買い替える際の 助成 制度である 11 中国の富裕層は年間可処分所得が35,000ドル以上の階層と定義されている 12 中国富裕消 群体 系列 中国 富人 究竟在 里 中国経営報 2009年7月25日 13 アジアの中間層とは 世帯年間平均可処分所得が5,000ドル以上35,000ドル未満の人口 14 現地消費者 現地の日本人経営者管理者 現地ファッション関連雑誌社のインタビュー 調査より 15 中国富裕消 群体 16 系列 中国 富人 究竟在 里 中国経営報 2009年7月25日 80後 は80年代以降生まれた世代を意味する マーケティングなどによく使われる概 念である 17 日系企業を含む一部の外資企業のこのようなアフターサービスは 現地消費者の不安を 招いたことで 2010年から 3年間保証 法律の規定とおり に相次ぎ修正した 18 最近の事件として 2011年2月にカルフールの多くの地域の多くの店で 安く演出しよう として 値札は安いが レジで高く計算されるという詐欺事件が新たに発覚された 19 直営チェーン店で展開している 火鍋とは 日本のしゃぶしゃぶのような食べ方と似て いるが しゃぶしゃぶできる食材が多い 20 張勇 海底 学不会的秘密 中国企業家 2011年2月12日 海底 HP 海底 什 CCTV 年7月16日 筆者のインタビューなどを参考 21 中国ネットワークインフォメーションセンター CNNIC が発表した 中国インターネ ット発展状況統計報告 より 2011年1月19日 22 凡客 客是 分成10 元 全民 北京晨報2011年3月28日 21世紀商業 世紀商業2011年3月1日 互 网快 尚100 凡 的 争 北京青年報2011年3月16日 商道 CCYV 年7月23日 凡客誠品HPなどを参照 23 商道 CCTV 年7月24日 3000万の網商族 中国企業家 京東商城悪補物流内功 新快報 商 黄金 2009年10月15日 京 商城CEO 未来5年是中国 期 信息時報 2009年10月14日 京東商城HPなどを参照 年9月27日 子

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Sanno University Bulletin Vol. 32 No. 2 February 2012 中 国 の 消 費 市 場 における 日 系 企 業 の 新 たなチャンスと 課 題 (Ⅱ) New Opportunities and New Problems for Japanese C 産 業 能 率 大 学 紀 要 第 32 巻 第 2 号 ( 別 刷 ) 中 国 の 消 費 市 場 における 日 系 企 業 の 新 たなチャンスと 課 題 (Ⅱ) New Opportunities and New Problems for Japanese Companies in the Chinese Consumer Market(II) 2012 年 2 月 欧 陽 菲 Fei Ouyang

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