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Title :成熟市場における企業の経営戦略:化粧品業界を事例とした考察
Title alternative :Corporate Strategies in a Matured Market : a Case Study in the Cosmetics Industry
Authors :村山, 和恵
Publisher :新潟青陵大学
Issue Date :Mar-2004
Journal Title :新潟青陵大学紀要
Volume :4
Start Page :157
End Page :170
ISSN :1346-1737
Abstract :Although cosmetics industry is full of gay and modern image, it is widely different from the images in reality. The Japanese cosmetics makers have maintained a certain amount of growth because of expanding its markets as a whole. However, the growth rate of each maker seems to begin to decline in the course of both cosmetics industry and customers have matured in recent years. Now that competition between cosmetics makers has started to heat up over the limited pie, it is necessary for each maker to differentiate its own products in order to win the competition. Strategies and future direction which each cosmetics maker adopts are to be discussed.
華やかでモダンなイメージにあふれる化粧品業界だが、その内実は、そうしたイメージとはかけ離れたものである。市場そのものの拡大を追い風に、一定の成長を維持してきた日本の化粧品メーカーだが、近年化粧品市場や顧客は成熟化し、その伸びにも陰りが見え始めた。限られたパイをめぐってメーカー間の競争も激しさを増しつつある今、競争に勝つためには自社の製品を「差別化」するということは必須である。化粧品各社がとっている戦略と進むべき将来の方向性について考察する。
Keywords :Matured Market
Corporate Strategies
Cosmetics Industry
成熟市場
企業戦略
化粧品業界
Type Local :Departmental Bulletin Paper
Language :jpn
URI :http://hdl.handle.net/10623/15890
Appears in Collections:01 新潟青陵大学紀要

Please use this identifier to cite or link to this item: http://hdl.handle.net/10623/15890

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