資生堂のグローバル・マーケティング : 中国およびタイのブランド確立のケーススタディ

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書誌事項

タイトル別名
  • Shiseido’s Global Marketing : A Case Study on Brand Establishment in China and Thailand
  • 資生堂のグローバル・マーケティング : 中国およびタイのブランド確立のケースタディ
  • シセイドウ ノ グローバル ・ マーケティング : チュウゴク オヨビ タイ ノ ブランド カクリツ ノ ケースタディ

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説明

Founded in 1981, Shiseido, has evolved into a leading cosmetics company not only in Japan but across Asia. It operates in approximately 120 countries and regions, employing around 36,000 people from over 100 nationalities. It stands as one of Japan’s premier global enterprises. Since becoming CEO in 2014, Masahiko Uotani has focused on expanding sales and improving profit margins. In its 2014 mid-to-long-term strategy, the company concentrated on the high-value, efficient global prestige sector. However, it has faced challenges due to the impacts of COVID-19, economic stagnation in its primary market of China, and protests from the Chinese public regarding the release of treated water from the Fukushima Daiichi Nuclear Power Station in 2023. Currently, the company is working on the SHIFT 2025 and Beyond mid-term management strategy, aiming to become a Personal Beauty Wellness Company by 2030. Various studies and analyses have been conducted on Shiseido (Kawashima, 2007; Yamamoto, 2010, 2012; Ohta, 2012), providing important insights into the company's management from diverse perspectives. Many of these studies focus on the company’s global expansion, particularly in Asia and China (e.g., Akamatsu, 2016; Fu & Kodono, 2013; Liu & Ueda, 2003), accurately reporting the execution of its strategies. However, there have been few studies that conduct detailed interviews with multiple stakeholders involved in Shiseido's global marketing initiatives (Harada, 2008). This paper addresses this gap by interviewing company employees involved in Shiseido’s operations in China, Taiwan, Thailand, and Hong Kong. These interviews offer new insights into the unique methods and outcomes of the company’s global marketing strategies that have not been clearly articulated in previous research.

収録刊行物

  • 経済志林

    経済志林 92 (1･2), 173-201, 2024-09-25

    法政大学経済学部学会

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