{"created":"2023-05-15T09:32:44.969452+00:00","id":4633,"links":{},"metadata":{"_buckets":{"deposit":"e48bcc02-1049-4ecd-ac15-417d9b07cb9c"},"_deposit":{"created_by":14,"id":"4633","owners":[14],"pid":{"revision_id":0,"type":"depid","value":"4633"},"status":"published"},"_oai":{"id":"oai:icu.repo.nii.ac.jp:00004633","sets":["12:26:19:482"]},"author_link":["6921","6922"],"item_10002_biblio_info_7":{"attribute_name":"書誌情報","attribute_value_mlt":[{"bibliographicIssueDates":{"bibliographicIssueDate":"2019-03-31","bibliographicIssueDateType":"Issued"},"bibliographicIssueNumber":"86","bibliographicPageEnd":"53","bibliographicPageStart":"25","bibliographic_titles":[{"bibliographic_title":"社会科学ジャーナル","bibliographic_titleLang":"ja"}]}]},"item_10002_description_5":{"attribute_name":"抄録","attribute_value_mlt":[{"subitem_description":"　本稿はエシカル商品のマーケティング戦略について論じる。エシカル商品とは、「そ\nの製造と販売に労働者、動物や環境からの搾取を行わない製品」と定義される。日本\nにおけるエシカル商品市場は、同程度の経済規模を持つ他国よりも小さいのが現状で\nある。本稿ではエシカル商品の導入と売り上げの拡大に成功した二つのケースを参照\nしながら、日本市場におけるエシカル商品のマーケティング戦略の事例を分析する。\nその上で、本稿では日本市場でエシカル商品を販売する上での有効な戦略を提示する\nことを目的としている。\n　本稿のリサーチクエスチョンは、以下の二点である：1．有効なエシカル商品のマー\nケティング戦略とはいかなるものか？　2．エシカル商品の持つ課題を克服するため\nに、企業はどのようにエシカル商品を扱っているのか？　その上で本稿では、エシカ\nル商品の持つ課題を5 点提示する。すなわち、1．原材料の安定的な調達が難しいこと；\n2．コストが高いこと； 3．とりわけ日本におけるエシカル商品の市場が小さいこと； 4．\n日本ではエシカル商品の認証機関が少ないため企業がエシカル商品を発売しにくいこ\nと； 5．企業にとってエシカル商品を販売するモティベーションが高くはないこと、\nである。\n　リサーチクエスチョンに対する答えを得るため、日本のエシカル商品およびエシカ\nル商品に関する一般的なマーケティング戦略についてレビューした。しかし、エシカ\nル商品が安定的な市場地位を獲得していない日本市場における有効なマーケティング\n戦略についての既存研究は、ほとんど存在していなかった。\n　日本における有効なマーケティング戦略モデルを提示するために、本稿ではダリ\nケーとピープルツリーという日本の成功企業二社のマーケティング戦略について検討\nする。本稿では、これら二社のマーケティング戦略を、そのサプライチェーン、顧客\nセグメントとマーケティング・ミックスについて分析する。これらに二つのケースの\n分析を通じて、日本市場におけるエシカル商品の有効なマーケティング戦略とエシカ\nル商品固有の課題を克服する手段について論じる。\n　本稿の理論的インプリケーションは、エシカル商品のマーケティングに成功してい\nる日本企業の事例から、それらに共通するエシカル商品のマーケティング戦略の詳細\nなモデルを提示したことである。一方実践的なインプリケーションとして、本稿はエ\nシカル商品の直面する課題に対する対応策を明示したことが挙げられる。\n","subitem_description_language":"ja","subitem_description_type":"Abstract"},{"subitem_description":"　This paper aims to propose the marketing strategies of ethical products.\nEthical product is defined as “products which do not exploit labor, animals\nor environment while making and selling”. In Japan, the market of ethical\nproducts is smaller than that of other countries with similar size of economy.\nThis paper analyzes successful marketing strategies of ethical products in the\nJapanese market, by looking at two cases that deal with ethical products, and\nincrease the sales constantly. This study attempts to provide effective strategies\nfor selling ethical products in the Japanese market.\n　This paper has two research questions; one is “what are effective marketing\nstrategies for ethical products?”, the other is “how do companies deal with\nethical products to overcome their disadvantages?”. This paper points out five\ndisadvantages of ethical products; first, it is difficult to procure ethical raw\nmaterials stably; second, the ethical products are costly; third, the market size\nof ethical products in Japan is small; fourth, it is difficult for companies to\nlabel them as “ethical products” because there are not enough certificate authorities\nfor ethical products in Japan; and fifth, there is not much motivation\nfor companies to sell ethical products.\n　To answer these two research questions, this paper reviewed data and research\non ethical products, and general marketing strategies of ethical products\nin Japan, however, there was less research on effective marketing strategies in the \nJapanese market where ethical products have not established stable\nposition yet.\n　To propose an effective marketing strategy model of ethical products in\nJapan, this paper examined marketing strategies of two successful Japanese\ncompanies, Dari K and People Tree. We analyzed their marketing strategies\nfrom the perspectives of supply chain, consumer segments and four “P” matrix\n(product, price, promotion and place). Through analyses of these two cases,\neffective marketing strategies of ethical products in Japanese market, and\nways of overcoming difficulties were induced.\n　Theoretical implication of this paper was to reveal a detailed and integrated\nmodel of ethical products’ marketing strategies academically. In addition,\nthe paper clarified that successful Japanese companies took different\nmarketing strategies from those of generally considered. Regarding practical\nimplication, this paper clarified how to tackle the challenges which ethical\nproducts faced. ","subitem_description_language":"en","subitem_description_type":"Abstract"}]},"item_10002_identifier_registration":{"attribute_name":"ID登録","attribute_value_mlt":[{"subitem_identifier_reg_text":"10.34577/00004474","subitem_identifier_reg_type":"JaLC"}]},"item_10002_source_id_9":{"attribute_name":"ISSN","attribute_value_mlt":[{"subitem_source_identifier":"04542134","subitem_source_identifier_type":"ISSN"}]},"item_access_right":{"attribute_name":"アクセス権","attribute_value_mlt":[{"subitem_access_right":"open access","subitem_access_right_uri":"http://purl.org/coar/access_right/c_abf2"}]},"item_creator":{"attribute_name":"著者","attribute_type":"creator","attribute_value_mlt":[{"creatorNames":[{"creatorName":"清野, 友紀","creatorNameLang":"ja"}],"nameIdentifiers":[{"nameIdentifier":"6921","nameIdentifierScheme":"WEKO"}]},{"creatorNames":[{"creatorName":"稲葉, 祐之","creatorNameLang":"ja"}],"nameIdentifiers":[{"nameIdentifier":"6922","nameIdentifierScheme":"WEKO"}]}]},"item_files":{"attribute_name":"ファイル情報","attribute_type":"file","attribute_value_mlt":[{"accessrole":"open_date","date":[{"dateType":"Available","dateValue":"2019-04-05"}],"displaytype":"detail","filename":"86号2-萩原優騎.pdf","filesize":[{"value":"1.2 MB"}],"format":"application/pdf","licensetype":"license_11","mimetype":"application/pdf","url":{"label":"エシカル商品のマーケティング：商品開発とエシカル商品固有のデメリット解消の戦略","url":"https://icu.repo.nii.ac.jp/record/4633/files/86号2-萩原優騎.pdf"},"version_id":"626dc337-fca3-40b6-a75d-9451f8f48382"}]},"item_language":{"attribute_name":"言語","attribute_value_mlt":[{"subitem_language":"jpn"}]},"item_resource_type":{"attribute_name":"資源タイプ","attribute_value_mlt":[{"resourcetype":"departmental bulletin paper","resourceuri":"http://purl.org/coar/resource_type/c_6501"}]},"item_title":"エシカル商品のマーケティング：商品開発とエシカル商品固有のデメリット解消の戦略","item_titles":{"attribute_name":"タイトル","attribute_value_mlt":[{"subitem_title":"エシカル商品のマーケティング：商品開発とエシカル商品固有のデメリット解消の戦略","subitem_title_language":"ja"},{"subitem_title":"Marketing Strategies of Ethical Products: Product Development and the Elimination of Their Disadvantages","subitem_title_language":"en"}]},"item_type_id":"10002","owner":"14","path":["482"],"pubdate":{"attribute_name":"PubDate","attribute_value":"2019-04-05"},"publish_date":"2019-04-05","publish_status":"0","recid":"4633","relation_version_is_last":true,"title":["エシカル商品のマーケティング：商品開発とエシカル商品固有のデメリット解消の戦略"],"weko_creator_id":"14","weko_shared_id":-1},"updated":"2023-10-02T02:26:00.173047+00:00"}