来月（12月2日）、中国の西安で開催される国際会議の「アブストラクト」を作成してみた。私以下、3人の発表論文の英文要旨である。小川＠法政、上田＠学習院、林＠同志社と続く。
Transferring a Japanese Retail Format to China: A Case Study of the Casual Clothing Market in Shanghai
Kosuke OGAWA
Professor of Marketing
Hosei Graduate School of Innovation Management
Tokyo, Japan
Japanese companies recently entering the Chinese consumer markets have been mostly adopting the “standardization strategy.” i.e., transferring their products/services (retail formats/ merchandising) into a newly developed market, at this time, the Chinese consumer market without any major modifications. There are some exceptions that have successfully adopted the “land adaptation strategy” such as Suntory Brewing Co. in Shanghai, i.e., modifying its marketing mix (product, price, promotion, place) to adjust the Chinese business environments. However, major Japanese manufacturing and retail/service companies are targeting at the affluent consumers in the premium segments. Our question is such that “Does this standardization strategy by Japanese companies entering the Chinese market have any theoretical and/or empirical supports?
To do so, a research study was conducted in order to evaluate the acceptance of a Japanese standard retail format in the Chinese market. Uniqlo, a leading Japanese casual clothing retailer which entered the Chinese market in 2002, is now operating one flagship and seven mid-size stores in the Shanghai area. First, we studied the basic fashion trend of Shanghai consumers and the store competitions among the three Hong Kong-based and one China-based companies. Then, we completed a consumer survey to obtain the responses of a hundred consumer samples. The results clarified the high potential of the Japanese retail format (high quality merchandising and store concept). But also, that survey revealed the relatively low awareness level of the store brand as well as over-qualified product specifications.
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Research of the price conscious level gap between consumers and manufacturers/ sellers of the automobile in China
Professor Takaho Ueda of Gakushuin University, Japan
The fierce price competition ordinarily makes a big loss in the industry, and over a long period, consumers also get loss because they won’t be able to get a good valued one finally. The price is of course one of the important factors for consumers to buy some goods or service, but it isn’t the only one factor. If manufacturers/ sellers believe too much that consumers think the low price as the most important thing to buy something in China, they often cuts price down and it brings big losses to them.
In this research, we took an automobile industry case as an example, and, as a result, firstly we actually found a big price conscious level gap between consumers and manufacturers/ sellers. Secondly we found four typical segments in China, whose two segments would be proper targets for Japanese car industries by using the conjoint measurement technique. Remaining two segments would be hard for them to enter.
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A Comparative Study:
The Transfer to China of the Brands made in Japan, Korea, the US and Europe.
~An empirical study was conducted in China to quantify the total effects of the state brand and the COO (country of origin) brand on the preference of the corporate/line brand through the application of the SEM (structural equation model).~
Hiroshige HAYASHI
Professor of International Marketing
The Graduate School of Business, Doshisha University
Kyoto, Japan
This research intended to empirically verify the direct and indirect effects of 1) the product-free state brand and 2) the product-bound COO brand on the development of the brand perception and the preference of the individual corporate/line brand in the consumer market environment of China.
The survey was conducted as a multi-country comparative analysis through the use of the SEM methodology including the states of Japan, Korea, the US, Europe and China as states and COO’s, and their respective made-in corporate/line brands in the three product categories of Skin Care Cosmetics, Flat Panel Display TV’s and Passenger Cars.
The study has found the profound effect of the state brand and the COO on the preference of the corporate/line brand, and much and much more important and significant effect of the individual corporate/ line brand perception on its preference development.
