清酒製造業における需要開発ネットワークの形成

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  • Construction of Networks between Breweries for Demand Development of Japanese Sake
  • セイシュ セイゾウギョウ ニ オケル ジュヨウ カイハツ ネットワーク ノ ケイセイ

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In this study, the author aims to examine the present condition and the construction process for demand development networks of Japanese Sake. This analysis interview of the head of one brewery network.|The survey results show various types of coordination among breweries, liquor stores, and public institutions such as Regional Taxation Bureaus. Furthermore, there was much greater coord nation between breweries than the author had expected. Results showed that they seek direct relationship-building with consumers through multi-channels.|A case study was made at Hakusan Sake Brewers Association in Ishikawa Prefecture. This brand called“Hakusan Kikuzake” was accredited as the first GI (Geographical Indication) of Japanese Sake, with strategic management system in 2005. At the beginning, this plan was agreed upon by the association members, however, there was no precedent for this in Japan. The brewery/organization head resolved problems with the support from a brewery in Hiroshima and the National Tax Administration Agency.|It was established that strong leadership and personal relationships at appropriate cognitive distances are needed in order to construct any network.

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