A Study of Marketing Strategies of consumer Goods Manufactures in Postwar Japan from Business Historical Perspective

从商业史的角度研究战后日本消费品制造商的营销策略

• 批准号: 11630088
• 负责人: SASAKI Satoshi
• 金额: $ 1.66万
• 依托单位: MEIJI UNIVERSITY
• 依托单位国家: 日本
• 项目类别: Grant-in-Aid for Scientific Research (C)
• 财政年份: 1999
• 资助国家: 日本
• 起止时间: 1999 至 2001
• 项目状态: 已结题
• 来源: https://kaken.nii.ac.jp/grant/KAKENHI-PROJECT-11630088/
• 关键词: toiletry industry; marketing; Lion Fat ＆ Oil Co.; Kao Co.; joint distribution system; distribution system in urban areas; distribution system in rural areas; 物流システム; 流通戦略; ユニット・ロード; 食品産業

The initial theme of this research project was the overview of marketing strategies of consumer goods manufacturers in postwar Japan. Investigating various historical materials and interviewing key individuals led the investigator to focus on the case of Lion Fat ＆ Oil Co. Some results of the case study are as follows.Firstly, Lion Fat ＆ Oil Co. implemented a three-fold distribution improvement program as a strategy to counter Kao. This program expressed the principle of mutual coexistence with associated wholesalers. Lion set up special sections that dealt exclusively in Lion products within each associated wholesaler and strove for penetration of Lion goods into retail sellers. Through this strategy, both associated wholesalers and retail sellers quickened the modernization of their management system, and this gave Lion an opportunity to get reliable market information. But some wholesalers were reluctant to accept of Lion's strategy, because long term business connections were threatened.Secondly, Lion Fat ＆ Oil Co. made efforts to rationalize its merchandize distribution system to cope with two urgent issues : 1)an increasing gap with Kao in term of the logistical effectiveness and cost of distribution system ; 2) the entry of foreign toiletry companies into the Japanese market. The new distribution system consisted of separate distribution systems for urban and rural area. The new system was implemented with limited success, partly because the impending merger of Lion Fat ＆ Oil and Lion Dentifrice Co. led to a reconsideration of the distribution system.

本研究项目的最初主题是概述战后日本消费品制造商的营销策略，通过调查各种历史资料并采访关键人物，调查人员将重点放在狮子油脂公司的案例上。案例研究的一些结果。首先，狮王油脂公司实施了三重分销改善计划，作为对抗花王的策略。该计划体现了与关联批发商共存的原则，专门设立了专门经营狮王产品的部门。在每个相关批发商内通过这一策略，联营批发商和零售商都加快了管理体系的现代化，这给了狮王获得可靠市场信息的机会，但一些批发商却不愿意接受狮王。其次，狮子油脂努力理顺其商品分销系统，以应对两个紧迫的问题：1）与花王在物流效率和成本方面的差距越来越大。分销系统的成本；2）外国盥洗用品公司进入日本市场的新分销系统由城市和农村地区的独立分销系统组成，但新系统的实施效果有限，部分原因是狮发即将合并。 & Oil 和 Lion Dentifrice Co. 导致了对分销系统的重新考虑。

项目成果

佐々木 聡: "トイレタリー業界にみる流通戦略の展開 日本企業間競争 所収"有斐閣. 270 (2000)

Satoshi Sasaki：“化妆品行业分销策略的发展：日本公司之间的竞争”Yuhikaku 270 (2000)。