探討日本國內市場之商品意義價值

A study of the premium value in the commoditized market of Japan

髙木敏次(Toshiji Takagi)

指導教授 ： 黎立仁

國立臺中科技大學/語文學院/應用日語系日本市場暨商務策略碩士班/碩士(2016年)

摘要

在日本市場上，企業彼此間的技術同質性太高，造成顧客對於產品喪失新鮮感的情況（產品普遍化）。
　　為了改變這種狀況，日本企業正重覆且不間斷地嘗試與努力。而改善這種狀況的方法之一：就是依照顧客的主觀印象去評估與創造商品的意義價值。
　　近幾年有很多的產品是以增加功能作為目標，而被製造生產。因此要轉變到以顧客主觀印象去評估商品的意義價值是存在著一定的困難度。然而也有企業成功地創造出產品的意義價值。
　　本研究的目的是依照下列三點來說明與比較日本製造業的現況。

① 透過實例的研究，來確認企業產品意義價值的重要性。
② 依意義價值和機能價值二者的關聯性來考查產品的價值。
③ 從上述的建議，提出顧客價值創造的重點說明。

　　依照下列二個實例總結出結論。第一個實例是豐田自動車，它連結了企業與環境保護產生新的產品意義價值。省能源車與自然學校共同創造出兩者的雙贏策略。另一個實案是百利達(TANITA)，它從原本單純的「測量健康狀況(例：體脂檢查)」轉換與餐廳「製作健康餐飲(例：卡路里控管)」連結，提高顧客的認同。這種方式也成功提升顧客認同產品的意義價值。
　　從上列二個成功案例中，我們可以發現到這兩家公司的產品都擁有其獨特性。而開發獨特的企業產品，將有助於提高產品的意義價值及企業的永續經營。

關鍵字

普通商品化 ； 意義的價值 ； 豐田汽車 ； 百利達(tanita)

並列摘要

Japanese market has been overflowing with manufactured goods of various companies for years now. These products, however, lack meaningful difference to provide consumers real choice. Lack of meaningful differentiation in the goods does not provide meaningful choice to the consumers and in return increased profits to the manufacturers. In recent years, however, manufacturers seem to have made efforts to create additional value of their goods for consumers to choose from. The main objective of this study was to reveal how producers can create premium value of their goods to overcome commoditization issues through the case study of two Japanese companies that were successful in achieving this. This study reveals the following three points, especially in Japanese context,1) this study confirms the importance of semantic value, 2) both premium and functional values are important., and 3) this study, based on two examples, hints at the creation of value in existing products to the consumers. Two findings revealed, first, Toyota Motors Corporation created premium value by producing environmentally friendly “eco-car”. The “eco-car” has more possibility to co-exist with natures than conventional car. Another company, Tanita, a health equipment company created premium value for their equipment by starting a new type of restaurant chains that measures and labels each food item in their menu. Therefore, more consumers want to eat Tanita’s food at the restaurant to be healthy. In conclusion, one’s own product can lead to the success by increasing premium value of the products and premium value brings in greater prosperity.

並列關鍵字

Commoditization ； premium value ； Toyota Motor Corporation ； Tanita

參考文獻

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-『日本経済新聞』2014年10月7日「健康な食事に認証マーク　コンビニ弁当など」