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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/86850

    Title: 文化的側面から見る日本企業のマーケティング戦略 : 無印良品とサンリオを事例に
    Other Titles: 從文化角度論日本企業的行銷策略 : 以無印良品及三麗鷗個案為例
    Marketing strategy of Japanese company from cultural perspective : the case studies of MUJI and Sanrio
    Authors: 施瀚雅;Shih, Han-Ya
    Contributors: 淡江大學亞洲研究所碩士班
    蔡錫勲;Tsai, Hsi-Hsun
    Keywords: 日本企業;行銷策略;價值創造;符號學;商品的文化意涵;可愛文化;Japanese company;Marketing strategy;Value Innovation;Semiology;Product's cultural value;Kawaii cultural;マーケティング戦略;価値づくり;記号論;商品の文化的意味;かわいい文化
    Date: 2013
    Issue Date: 2013-04-13 10:22:01 (UTC+8)
    Abstract:   日本企業所開發、製造出來之商品的性能和品質非常優異,但是隨著全球製造業的技術快速進步,製造業者要提供能夠滿足消費者期望的商品性能及商品品質已相對容易。因此,現在良好的性能和品質已經不是促進消費者購買產品的決定性因素,「日本製造」背後所代表的高品質、高性能也逐漸喪失其優勢。不過即便如此,日本的品牌還是持續地在台灣,甚至是世界各地受到極大的歡迎。這是因為日本的品牌擁有高品質、高性能以外的核心價值。  
    Japanese enterprises are well-acknowledged with significant advance on producing high quality and function product. However, global manufacturers aggressively catch up in terms of technology, and proven themselves that they can satisfy major customers around the world. Quality and function are no longer decisive factors in customer behavior, and "Made in Japan" no long guarantee market share, its market leader role has been decaying. Even so, Japanese brands are still popular around the world, because they stand beyond high quality and high function, but more to present a core value.
    With industrialization accelerating, products can be massive produced and massive consumed, in modern world fundamental goods has no deficiency. Consumption is not only for physical needs, but for social and cultural purpose. In other words, the core value of product is not just to use, but more to represent a symbol which corporation give it to. Therefore, Japanese enterprises adopt the customer behavior changing, and transfer their focus from product''s technical and functional development, to people''s social and cultural value.
    This thesis is based on cultural aspect, to analyze how Japanese macro environment influence customer''s value and consumption, and also how to influence corporation''s product development and manufacture. Targeting MUJI Co. and Sanrio Co. are selected case subjects. Through these two enterprises to explain how Japanese culture integrate into R&D and production. Finally based on semiology to explain their product''s value structure.
    Appears in Collections:[亞洲研究所] 學位論文

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