中国炊飯器市場をめぐるパナソニックの拡大戦略 : 中国の「ボリュームゾーン」市場に挑む

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  • Strategy for Panasonic's Expansion in the Chinese Electric Cooker Market : Development of middle class market in China
  • チュウゴク スイハンキ シジョウ オ メグル パナソニック ノ カクダイ センリャク : チュウゴク ノ 「 ボリュームゾーン 」 シジョウ ニ イドム

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Despite its successful entry into China's market, Panasonic is at a difficult point with little increase in its market share. Although Panasonic enjoys an incredible reputation, its consumers consist mainly of high earners. In this research paper focusing on Panasonic's electric cooker production, I contend that in China, where rice is the staple of its citizens, there exists huge demand for muti-functioned electric cookers of high quality, and therefore Panasonic still enjoys the prospect of a further jump in its market share. Nevertheless, what impedes the development of Panasonic in China'smarket is the fact that its consumers are chiefly citizens of the upper class. Based upon these facts, I make reference to the number of consumers belonging to the middle class between 2010 and 2030 in China, which means that in the coming 20 years, there will be approximately 440 million citizens who will join the middle class. Therefore, according to my perspective, if Panasonic is to enjoy a bigger share of the market, then it is crucial for it to make adjustments to its market strategy, that is to say, the manufacturing, selling, and promotion of its products should not be focused on the upper class. Rather, Panasonic should make more strides to be oriented towards a wider consumer base, namely, the middle class.

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