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

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。　　　　隨著工業化的快速推進，商品被大量生產、大量消費。在基本物資已不匱乏的情況下，現今我們並非只是為了滿足生理上的需求而消費，更是期望藉由消費來達到文化、社會上的需求。換句話說，商品的核心價值不再侷限於它的使用價值，更仰賴於企業賦予它的符號性。因此，日本企業也隨著消費者行為的變化而改變，將開發、製造商品的重點由技術及性能上的創新，轉變成文化及社會價值的創造。　　本論文從文化的角度切入，分析日本的大環境變化是如何影響消費者的價值觀、消費行為、企業的製造與商品開發過程。另外，更針對無印良品及三麗鷗兩間日本企業做個案分析，詳細解說此兩企業如何將日本文化融入其商品製造、開發的過程，並使用符號學解釋其商品的價值構造。

關鍵字

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

並列摘要

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.