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拡大する中国ボリュームゾーンと日系企業戦略
『中国経営管理研究』第10号 ᣑࡍࡿ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥ᪥⣔ᴗᡓ␎ ۼ ຍ⸨ ┿ድᏊ㸦ἲᨻᏛ㸧 Ϩࡣࡌࡵ ୡ⏺ࡢከᴟ⤒῭ࡢࢢ࣮ࣟࣂࣝࡼࡿୡ⏺⤒῭ࡢࡁ࡞ኚࡢ࡞࡛ࠊ㏆ᖺࡢ⡿ᅜ Ⓨୡ⏺㔠⼥࣭⤒῭༴ᶵࢆ୍ࡘࡢࡁࡗࡅࡋ࡚ࠊඛ㐍ᅜࡽ᪂⯆ᅜୡ⏺⤒῭ࡢࢩࣇࢺ ࡀ㢧ⴭ࡞ࡗ࡚࠸ࡿࠋࡑࢀక࠸ࠊᾘ㈝ᕷሙ࠾࠸࡚ࡶࠊ᪥⣔ᴗඃࡀ࠶ࡿࡉࢀࡿ 㧗ရ㉁࣭㧗ᶵ⬟࣭㧗ຍ౯್ࡢࣁ࢚ࣥࢻၟရࡢຊᕷሙ࡛࠶ࡿඛ㐍ᅜࡀᬒẼᚋ㏥ࡸேཱྀ ῶᑡ࡞ࡢせᅉ࡛⦰ᑠഴྥ࠶ࡿ୍᪉࡛ࠊ᪂⯆ᅜᕷሙࡀࡼࡾ୍ᒙࡢᏑᅾឤ㔜せᛶࢆቑࡋ ࡚ࡁ࡚࠸ࡿࠋ ≉ࠊ᪂⯆ᅜᕷሙ࡛ࡑࡢࡅࢇᘬᙺ࡞ࡗ࡚࠸ࡿࡢࡀࠊࡑࡢ୪እࢀࡓ⤒῭ᡂ㛗ᕧ࡞ே ཱྀ ࡼ ࡗ ࡚ ࠊ GDP 㸦 ᅜ ෆ ⥲ ⏕ ⏘ 㸧 ࡛ ᪥ ᮏࢆ ᢤ ࡁୡ ⏺ ➨ 2 ࡞ ࡗ ࡓ୰ ᅜ ࡛ ࠶ ࡿ 㸦 CIA 2011㸧ࠋ୰ᅜࡣࠊࠕୡ⏺ࡢᕤሙࠖຍ࠼ࠊࠕୡ⏺ࡢᕷሙࠖࡋ࡚ࡶᴗࡢᡂ㛗ࡢሙࡋ࡚ࡶ ᮇᚅࡀ㧗ࡲࡗ࡚࠸ࡿ㸦Garner 2006; Retail in Asia 2010㸧ࠋࡑࡢ⤒῭Ⓨᒎక࠸ࠊ࣮࣎ࣜࣗ ࣒ࢰ࣮ࣥࡤࢀࡿ୰㛫ᡤᚓ⪅ᒙࡑࡢᕷሙࡀᣑࡋࠊᚋࡶ㢧ⴭᣑࡋ࡚ࡺࡃࡇࡀ ぢ㎸ࡲࢀࠊෆ㟂ᑟᆺ⤒῭Ⓨᒎࠋᡂ㛗ࢆ┠ᣦࡍ୰ᅜࡢᾘ㈝㔜せ࡞ᙺࢆᯝࡓࡋ࡚࠸ࡿࠋ ࡍ࡛ୡ⏺୰ࡢከࡃࡢከᅜ⡠ᴗࡀᡓ␎ࡸ⤒Ⴀ࣭⏕⏘ࢩࢫࢸ࣒ࢆ࣮࣒࣎ࣜࣗࢰ࣮ࣥྥࡅ ᒎ㛤ࡲࡓࡣ㌿ࡋ࡚࠾ࡾࠊࡲࡓ୰ᅜᆅሙᴗࡢᡂ㛗ࡶⴭࡋ࠸ࡇࡽ➇தࡀ⃭ࡋ࡚࠸ࡿࠋ ࡑࡢ࡞࡛ࠊ୍⯡ⓗ᪥⣔ᴗࡣࡑࡢᡓ␎㐜ࢀࢆྲྀࡾࠊⱞᡓࢆᙉ࠸ࡽࢀ࡚࠸ࡿࡉࢀ 㸦࠼ࡤࠊ᪂Ꮿࠊኳ㔝 2009; JBIC ࢺࣆࢵࢡࢫ 2010; ᪂୰㛫ᒙ⋓ᚓᡓ␎◊✲ 2012 ࡞㸧ࠊ ࡁ࡞ㄢ㢟ࡢ୍ࡘ࡞ࡗ࡚࠸ࡿࠋ ௨ୖࡢࡼ࠺࡞どⅬࡽࠊᮏ✏࡛ࡣࠊࡲࡎࠊ㸦1㸧୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᐃ⩏ᣦᶆࠊ ࡑࡢ㊅ໃࢆẚ㍑ࡋࡓ࠺࠼࡛ࠊ㸦2㸧୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆᐃ⩏ࡍࡿᣦᶆࢆၥ㢟Ⅼࡸㄢ㢟 ࡽ᳨ウࡍࡿࠋࡑࡋ࡚ࠊ㸦3㸧୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮࡛ࣥ࡞ࡐࠊ᪥⣔ᴗࡀฟ㐜ࢀࠊⱞᡓࡀ ᙉ࠸ࡽࢀ࡚࠸ࡿ࠸ࢃࢀࡿࡢࠊ᪥⣔ᴗࡢ୰ᅜᕷሙ࠾ࡅࡿάືࡢᴫほࡑࡢၥ㢟Ⅼࢆ ᫂ࡽࡍࡿࠋ௨ୖࢆࡩࡲ࠼࡚ࠊ㸦4㸧࣮࣒࣎ࣜࣗࢰ࣮ࣥ〇ရᡓ␎ࡘ࠸࡚◚ቯⓗࣀ࣋ ۼ ཷ✏᪥ 2012 ᖺ 12 ᭶ 14 ᪥ ཷ⌮᪥ 2014 ᖺ 3 ᭶ 17 ᪥ 93 ボリュームゾーンと日系企業戦略 ࣮ࢩࣙࣥᇶ࡙࠸࡚⪃ᐹࡋࠊ᭱ᚋ㸦5㸧ࣃࢼࢯࢽࢵࢡࡢ◊✲ࢆ⏝࠸࡚ࠊ᪥⣔ᴗࡢ ࣮࣒࣎ࣜࣗࢰ࣮ࣥᡓ␎ࡑࡢㄢ㢟࣭ၥ㢟Ⅼࢆ⪃ᐹࡍࡿࠋ ϩ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᐃ⩏᥎⛣ ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᐃ⩏ ඖ᮶ࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡣࠊ࣐࣮ࢣࢸࣥࢢ⏝ㄒࡋ࡚ࠊ͆ᬑཬ౯᱁ᖏࠊ᭱ࡶࢀࡿ౯ ᱁ᖏࠊேẼࡢ࠶ࡿ౯᱁ᖏ͇࡞ᐃ⩏ࡉࢀࠊ⌧ᅾ࡛ࡶ࣐࣮ࢣࢸࣥࢢࡸ⤒ႠᏛ㛵ࡍࡿ◊ ✲࠾࠸࡚ࡣࠊࡇࡢࡼ࠺࡞〇ရ౯᱁ࢆᇶ‽ࡋࡓᐃ⩏ࡸᣦᶆࢆ᥇⏝ࡍࡿࡇࡀከ࠸ࠋ୍᪉ࠊ ⌧ᅾ࡛ࡣࠊୡ⏺ⓗ୰㛫ᒙࠊࢢ࣮ࣟࣂࣝ୰㛫ᒙࠊ୰㛫ᡤᚓᒙࠊ୰⏘㝵ᒙࠊ୰⏘㝵⣭ࠊ࣑ࢻ ࣝࢡࣛࢫ㸦middle class㸧ࠊgood-enough marketࠊࢿࢡࢫࢺ࣭ࣅࣜ࢜ࣥ࡞⛠ࡉࢀࡿ ࡑࢀࡽࡢேཱྀᕷሙࡀᣑࡋ࡚࠸ࡿ⌧≧ࡀ࠶ࡾࠊᮏ✏࡛ࡣᚋ⪅ࢆ⥲⛠ࡋ࡚ࠊ࣮࣒࣎ࣜࣗ 㸦㔞࣭ᩘ࣭㢠࡞㸧ࡀ࠶ࡿ࠸࠺ព࡛࣮࣒͆࣎ࣜࣗࢰ࣮͇ࣥࡍࡿࠋ ࡾࢃࡅࠊࠕୡ⏺ࡢᕷሙࠖࡋ࡚ὀ┠ࢆ㞟ࡵࡿ୰ᅜ࠾ࡅࡿ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡣࠊࡓ ࠼ࡤࠊ୰ᅜ࡛ࡢᛴ㏿࡛⥅⥆ⓗ࡞⤒῭ᡂ㛗ࠊᕷሙࡢ⮬⏤ࡸẸႠ㸦ᅜ᭷ᴗᨵ㠉ࡸᡤ᭷ᶒ ᨵ㠉ࠊປാᕷሙᨵ㠉ࠊ㈨※࠾ࡅࡿᅜࡢ㛵ࡸ⊂༨యไࢆ⦆ࡍࡿ࡞㸧ࠊ➨ 3 ḟ⏘ᴗࡸ ▱㆑㞟⣙ᆺ⏘ᴗࡢⓎᒎࠊ୰ᅜࡢᨵ㠉㛤ᨺࢢ࣮ࣟࣂࣜࢮ࣮ࢩࣙࣥࡢᙳ㡪࡞⤒῭ⓗ࡞せᅉ ࡽ ᣑ ࡋ 㸦 Yan 2006 㸧ࠊ ᚋ ࡶ 㢧 ⴭ ᣑ ࡀ ⥆ ࡃ ࡇ ࡀ ண ࡉ ࢀ ࡚ ࠸ ࡿ 㸦 ࠼ ࡤ ࠊ Ravallion 2010; Farrell et al. 2006; ⤒῭⏘ᴗ┬ 2010a㸧ࠋࡑࡢࡓࡵࠊ᪥ᮏࢆྵࡴୡ⏺ ୰ࡢከࡃࡢከᅜ⡠ᴗࡀᡓ␎ࡸ⤒Ⴀ࣭⏕⏘ࢩࢫࢸ࣒ࢆ࣮࣒࣎ࣜࣗࢰ࣮ࣥྥࡅᒎ㛤ࠊࡲࡓ ࡣ㌿ࡋ࡚࠸ࡿࠋᚋࠊෆ㟂ᑟᆺࡢ⤒῭Ⓨᒎ࣭ᡂ㛗ࣔࢹࣝࢩࣇࢺࢆ┠ᣦࡍ୰ᅜ⮬㌟ ࡗ࡚ࡶࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡣࡑࡢᾘ㈝ࡢ≌ᘬᙺࡋ࡚㔜せ࡞ᙺࢆᯝࡓࡍࡳࡽࢀࡿࠋ ࡇࡢࡼ࠺⌧ᅾὀ┠ࢆ㞟ࡵࡿ୰ᅜ࠾ࡅࡿ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢ᳨ウ࣭⪃ᐹࡣࠊࡲࡎ͆୰ ᅜ࣮࣒࣎ࣜࣗࢰ࣮͇ࣥࢆᐃ⩏ࡍࡿᚲせࡀ࠶ࡿࠋ୰ᅜࡣࠊඛ㐍ᅜࡶࡑࡢࡢ᪂⯆ᅜࡶ␗ ࡞ࡿ♫⩏⤒῭ୗ࡛ࡢ⤒῭Ⓨᒎࢆ⤒㦂ࡋࠊ୰ᅜ⊂⮬ࡢṔྐࡸᩥࢆࡶࡕࠊẸ᪘ࡢከᵝᛶ ࡸᅜᅵࡢつᶍᛶࠊᆅᇦ㛫᱁ᕪ࡞ࡢၥ㢟ࡽࠊࡑࢀࡒࢀࡢ〇ရ౯᱁ࢆᇶ‽ࡋࡓ⤒ႠᏛ 㛵ࡍࡿᣦᶆࡼࡾࡶࠊࡼࡾ♫࣭⤒῭ⓗ࡞どⅬࡽ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆᐃ⩏ࡍࡿᚲせࡀ࠶ ࡿ⪃࠼ࡿࠋ ᮏ✏࡛ࡣࠊࡲࡎࡇࢀࡲ࡛ࡉࡲࡊࡲ㆟ㄽࡉࢀ࡚࠸ࡿ࣮࣒࣎ࣜࣗࢰ࣮ࣥ 1 ࡢᣦᶆࢆࡲࡵ 1 ཎᩥ୰࡛ࠊ୰㛫ᒙࠊࢢ࣮ࣟࣂࣝ୰㛫ᒙࠊ୰㛫ᡤᚓᒙࠊ୰⏘㝵ᒙࠊ୰⏘㝵⣭ࠊ࣑ࢻࣝࢡࣛࢫ㸦middle class㸧ࠊgood-enough marketࠊࢿࢡࢫࢺ࣭ࣅࣜ࢜ࣥ⛠ࡉࢀ࡚࠸ࡿᣦᶆࠋ 94 『中国経営管理研究』第10号 ࡿࠋ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᣑࡣࠊ୰ᅜ㝈ࡽࡎࠊࢪ᪂⯆ᅜࢆ୰ᚰࡋࡓࡢᅜࠎ࡛ࡶ ⏕ࡌ࡚࠸ࡿࡓࡵ㸦IMF 2012㸧ࠊᵝࠎ࡞ᐃ⩏ࡸᣦᶆࡀࢢ࣮ࣟࣂࣝ㆟ㄽࡉࢀ࡚࠸ࡿࠋࡋ ࡋ࡞ࡀࡽࠊࡑ࠺ࡋࡓᐃ⩏ࡸᣦᶆࡣ◊✲ᶵ㛵ࠊ◊✲⪅ࠊ๓ᥦࡍࡿᅜࡸᆅᇦࠊ㒔ᕷ㒊㎰ᮧ 㒊ࠊᑐ㇟ࡍࡿ⏘ᴗࠊᴗࠊ〇ရ࡞ࡼࡗ࡚␗࡞ࡾࠊ࠸ࡲࡔ☜❧ࡋࡓࡶࡢࡣ࡞࠸ࠋ ୰ᅜᨻᗓ࠾࠸࡚ࡶࠊබᘧ࣮࣒࣎ࣜࣗࢰ࣮ࣥ㸦middle class㸧ࡢᡤᚓ⠊ᅖ࡞ࡢᣦᶆࢆ ᫂☜ᥦ♧ࡋ࡚࠸࡞࠸ࠋࡑࡢ⫼ᬒࡣࠊ୰ᅜᨻᗓࡢᨻ⟇ࡀࡢᡤᚓᒙࢆࢱ࣮ࢤࢵࢺࡋࡓ ࡶࡢ࡞ࠊࡑࡢᨻ⟇ពᅗࢆᫎࡉࡏ࡚ࠊ㧗ࡃࡶపࡃࡶタᐃࡉࢀࡿࡇࡀ࠶ࡿࠋࡑࡢࡓࡵࠊ 㠀බᘧ୰ᅜࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆᐃ⩏ࡉࢀࡿࡇࡀከࡃ࡞ࡗ࡚࠸ࡿ㸦Yan 2006㸧ࠋࡇ࠺ ࡋ࡚ᵝࠎ࡞␗࡞ࡿᣦᶆࢆ༢⣧ẚ㍑ࡍࡿࡇࡣ㞴ࡋ࠸ࠋࡲࡓࠊᐃ⩏ࡸᣦᶆࡼࡗ࡚ᕷሙつ ᶍࡸᣑࢫࣆ࣮ࢻ࡞㐪࠸ࡀ⏕ࡌ࡚࠸ࡿࠋࡑࡢࡓࡵᮏ✏࡛ࡣࠊࢢ࣮ࣟࣂࣝ࡞ᐃ⩏ࡸᣦᶆ ࢆཧ↷ࡋࡘࡘ㸦ᅗ⾲ 1㸧ࠊ๓ᥦࡍࡿᣦᶆࡀྠࡌ࡛࠶ࡿ୰ᅜࡲࡓࡣࠊ୰ᅜࢆྵࡴᮾࢪ 㛵ࡍࡿᐃ⩏ࡸᣦᶆࡀ࠶ࡿࡶࡢࡢࡳࢆẚ㍑ࡋࠊᚋࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢືྥࡸ᥎⛣ࢆ ࡢࡼ࠺ண ࡋ࡚࠸ࡿࡢ⪃ᐹࡍࡿࡇࢆ┠ⓗࡍࡿࠋ ᅗ⾲1 ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᣦᶆ༊ศ୍ぴ 㹙ᾘ㈝࣭ᨭฟ㹛 ⴭ⪅࣭ᶵ㛵㸦ᖺ㸧 1 ᪥ᙜࡓࡾ ᖺ㛫 Easterly (2000;2001) Banerjee and Duflo $2~$4 $730~$1,460 (2007) $6~$10 $2,190~$3,650 Banerjee and Duflo $2~$10 $730~$3,650 (2008) Bhalla (2009) (1)$8 (2)$10~$80 (1)$2,920 (2)$3,650~$29,200 OECD;Kharas (2010) Ravallion, Chen, and Prem (2008) $10~$100 $3,650~$36,500 $2~13 $730~$4,745 95 ഛ⪃ 1 ேᙜࡓࡾᾘ㈝ᨭฟ㓄ศ 5 ศࡢ 2㹼4 㑅ᢥⓗ࡞⤯ᑐⓗࣉ࣮ࣟࢳ 1 ேᙜࡓࡾ 1 ேᙜ䛯䜚 PPP ࣮࣋ࢫ ㏵ୖᅜࢆ⪃៖ 2007 ᖺ ඛ㐍ᅜ࡛ ㈋ᅔ࡛ࡣ࡞ ࠸ ᇶ‽㸻㏵ୖ ᅜ࡛ࡣ୰㛫ᒙ 1 ᪥ᙜࡓࡾ (1) 1996 ᖺ PPP ࣮࣋ࢫ (2) 2005 ᖺ PPP ࣮࣋ࢫ 1 ேᙜࡓࡾ/2005 ᖺ PPP ࣮࣋ࢫ/ “ࢢ࣮ࣟࣂࣝ୰㛫ᒙ” ࣁࣈࣜࢵࢻࣉ࣮ࣟࢳ Ⓨᒎ㏵ୖ ᅜࡢ୰㛫ᒙ 㸦 Ⓨᒎ㏵ୖᅜ ⡿ᅜࡢ ㈋ᅔࣛࣥ ࡢ ୰ኸ್㸧 Ḣ⡿ࡢ୰ 㛫ᒙ㸦⡿ᅜ ࡢ ㈋ᅔࣛࣥ ࡼࡾୖ㸧 ボリュームゾーンと日系企業戦略 ADB (2010) ୗ୰㛫ᒙ: $2~$4 ୰୰㛫ᒙ: $4~$10 ୖ୰㛫ᒙ: $10~$20 ⴭ⪅࣭ᶵ㛵㸦ᖺ㸧 Birdsall, Graham, and Pettinato (2000) 1)World Bank (2001); 2)Labor and Wage Institute, Labor Ministry (Di 2003) Milanovic and Yitzhaki (2002); World Bank (2007) 1 ᪥ᙜࡓࡾ ୗ୰㛫ᒙ: $730~$1,460 ୰୰㛫ᒙ: $1,460~$3,650 ୖ୰㛫ᒙ: $3,650~$7,300 㹙ᡤᚓ࣭ධ㹛 ᖺ㛫 $3,470~8,000 ⣙$4,000~$17,000 Institute of Economic Research, NDRC (2003) 1 ேᙜࡓࡾᖺ㛫ᡤᚓ ⣙$4,131~$12,150 ᖺ㛫ୡᖏᡤᚓ ⣙$6,524~$19,439 Bureau of Labor Statistics (2004) $25,000~$75,000 CASS (Xin 2004) $17,476~$34,952 BNP (2004) NCAER (2005) (National Council for Applied Economic Research) State Statistical Bureau (People’s Daily online 2005) Jiang (2005) $4,545~$23,000 Farrell et al. (2006) i Birdsall (2007) ഛ⪃ 1 ேᙜࡓࡾᡤᚓ 75%~125%ࡢ㛫 1)ୡ⏺ࡢ 22%ࡀ middle class PPP ࣮࣋ࢫ 2)1) ࡢ 1 ே ᙜ ࡓ ࡾ ᖺ 㛫 ᡤ ᚓ 10,000~40,000RMB(PPP ⟬) ࣈࣛࢪࣝࢱࣜࡢ 1 ேᙜࡓࡾ ᖺ㛫ᡤᚓ 2000 ᖺ PPP ࣮࣋ࢫ “ࢢ࣮ࣟࣂࣝ୰㛫ᒙ” ୰ᅜ㸯ேᙜࡓࡾᖺ㛫ᡤᚓ 34,000~100,000 RMB ୰ᅜᖺ㛫ୡᖏᡤᚓ 53,700~160,000 RMB ⡿ᅜᖺ㛫ୡᖏᡤᚓ 2003 ᖺ ⡿ ᅜ ୡ ᖏ ࡢ 44.9% ࡀ middle class ୰ᅜୡᖏ⥲㈨⏘ 150,000~300,000 RMB ୰ᅜᖺ㛫ୡᖏᡤᚓ 75,000~100,000 RMB ࣥࢻᖺ㛫ୡᖏᡤᚓ 3 ൨ே ⣙$7,692~$64,103 ୰ᅜᖺ㛫ୡᖏᡤᚓ 60,000~500,000 RMB $10,000~$50,000 ୰ᅜᖺ㛫㸯ேᙜࡓࡾᡤᚓ ிࠊୖᾏ࡞㒔ᕷ ୰ᅜᖺ㛫ୡᖏྍฎศᡤᚓ ࢢ࣮ࣟࣂࣝᐩ⿱ᒙ: $24,000 ௨ୖ ⾗ᐩ⿱ᒙ: ⣙$12,000~$24,000 ㈋ᅔᒙ: $3,000 ௨ୗ ࣁࣈࣜࢵࢻࣉ࣮ࣟࢳ ᡤᚓ㓄ศࡢ 90㸣௨ୗ ୖ୰㛫ᒙ㸸 ⣙$4,800~$12,000 ୗ୰㛫ᒙ㸸 ⣙$3,000~$4,800 $10 ௨ୖ 2005 ᖺ PPP Ravallion, Chen, and Sangraula (2008) ࡼ ࡿ ㏵ ୖ ᅜ ࡢ ㈋ ᅔ ࣛ ࣥ ($1.25)ࡢᐃ⩏ࡼࡾࢃࡎୖ $3,600 ௨ୖ 96 『中国経営管理研究』第10号 Bussolo, De Hoyos, Medvedev, and van der Mensbrugghe (2007); Bussolo, De Hoyos, and Medvedev (2009) St-Maurice et al. (2008) $10~$20 1 ேᙜࡓࡾ ᖹᆒ᪥ᙜࡓࡾධ ࣈ ࣛ ࢪ ࣝ 䠄 $10 䠅 ࢱ ࣜ ($20) ࡢ ㈋ᅔࣛࣥ $5,040~$8,400 ii ୰ᅜ㒔ᕷ㒊୰㛫ᒙ ᭶ ୡ ᖏ ᡤ ᚓ 㸸 3,000 ඖ 㹼 5,000 ඖ ($420~$700) iii “ࢿࢡࢫࢺ࣭ࣅࣜ࢜ࣥ” 1 ࣧ᭶$63㹼$375 $756~$4,500 iv Abraham, Aguiar, Michael, Pickman, and Subramanian 㸦2008㸧 Japan Research Institute (2010) ୰㛫ᒙ: $5,001~$35,000 ୖ୰㛫ᒙ㸸 $15,001~$35,000 ୗ୰㛫ᒙ: $5,001~$15,000 ୰ 㛫 ᒙ : $5,000 ௨ ୖ $35,000 ᮍ‶ ( ୖ ୰ 㛫 ᒙ :$15,000 ௨ ୖ $35,000 ᮍ ‶ + ୗ ୰㛫ᒙ:$5,000 ௨ୖ $15,000 ᮍ‶) $7,500~$30,000 v ⤒ ῭ ⏘ ᴗ ┬ (2010a); ࡳ ࡎ ⥲ ྜ◊✲ᡤ (2010); ᰗ ᕝ࣭᳃ (2010) 㟷ᔱ࣭ஂಖ⏣࣭ᆏ ᮏ (2009) Bhalla (2009) $3,900 ௨ୖ Cui and Song (2009) Court and Narasimhan (2010) $6,000~$25,000 ୖ୰㛫ᒙ: $56,500~$113,000 ୰㛫ᒙ: $22,500~$56,499 ୗ୰㛫ᒙ: $13,500~$22,499 $7,200~$28,800 vi ୕⳻ᮾி UFJ ࣜࢧ ࣮ࢳ㸤ࢥࣥࢧࣝࢸ ࣥࢢ (2010) Ravallion (2010) $3,650~$7,300 ㎰ ᮧ 㒊 : $2.24 㒔 ᕷ 㒊 : $3.47 ㎰ᮧ㒊: ⣙$818 㒔ᕷ㒊: ⣙$1,267 97 ᖺ㛫ୡᖏྍฎศᡤᚓ ᐩ⿱ᒙ䠖$35,000 ௨ୖ ㈋ᅔᒙ: $1,001~$5,000 “ࢪ୰㛫ᒙ”(୰ᅜࢆྵࡴ) ᖺ㛫ୡᖏྍฎศᡤᚓ ᐩ⿱ᒙ䠖$35,000 ௨ୖ పᡤᚓᒙ㸸$1,000 ௨ୖ$5,000 ᮍ‶ ㈋ᅔᒙ㸸$1,000 ᮍ‶ ୰ᅜୡᖏᡤᚓ 5 ඖ௨ୖ 20 ඖᮍ‶ ⤯ᑐⓗࣉ࣮ࣟࢳ/ᖺ㛫ධ/PPP ࣋ ࣮ࢫ ୰ᅜࡢ୰㛫ᡤᚓᒙ ᖺ㛫ධ ᖺ㛫ୡᖏྍฎศᡤᚓ ୰ᅜࢆྵࡴ㏵ୖᅜࡢ୰㛫ᒙ ࢢ࣮ࣟࣂࣝࢡࣛࢫ: $113,000 ௨ୖ ㈋ᅔᒙ: $13,500 ௨ୗ ୰ᅜ㒔ᕷ㒊㸦ୖᾏࠊி㸧 ᭶ୡᖏᙜࡓࡾධ 4,000 ඖ㹼16,000 ඖ vii (⣙$600~$2,400) ᑠ ᗣ (Xiaokang)= ୰ ᅜ ࡢ ୰ 㛫 ᡤ ᚓ ᒙ 2005 ᖺ PPP ࣮࣋ࢫ ボリュームゾーンと日系企業戦略 Walters, Hsu, Jap, Jin, Kluz, Liao and Lui (2010); Ἀ 㔝 (2011) ୰㛫ᒙ㸸 $9,000~$15,000 viii ᪂⯆୰㛫ᒙ㸸 $6,000~$9,000 ୡᖏᙜࡓࡾᖺ㛫ྍฎศᡤᚓ ᐩ⿱ᒙୖ㸸20 ඖ௨ୖ ᐩ⿱ᒙୗ㸸10 ඖ㹼20 ඖ ୰㛫ᒙ㸸6 ඖ㹼10 ඖ ᪂⯆୰㛫ᒙ㸸4 ඖ㹼6 ඖ ୰㛫ᒙணഛ㌷㸸2.5 ඖ㹼4 ඖ ㈋ᅔᒙ㸸2.5 ඖᮍ‶ ὀ㸸ཧ⪃ᩥ⊩࠾࠸࡚ 1 ᪥ᙜࡓࡾࡲࡓࡣᖺ㛫ࡢィ⟬ࡀࡉࢀ࡚࠸࡞࠸ࡶࡢ㛵ࡋ࡚ࡣࠊẚ㍑ࡢࡓࡵⴭ⪅ ࡼࡾ 1 ᪥ᙜࡓࡾ㸻ᖺ㛫÷365 ᪥࡛ィ⟬ࠋᖺ㛫㸻1 ᪥ᙜࡓࡾ×365 ᪥࡛ィ⟬ࠋ ฟᡤ㸸ྛཧ⪃ᩥ⊩ࡼࡾⴭ⪅సᡂࠋ ᾘ㈝࣭ᨭฟࡼࡿᣦᶆ᥎⛣ ࡲࡎࠊᾘ㈝࣭ᨭฟࢆᇶ‽ࡋࡓ௦⾲ⓗ࡞ᣦᶆࡣࠊḟࡢ࠾ࡾ࡛࠶ࡿࠋRavallion㸦2010ࠊ p.8㸧ࡣࠊ୰ᅜ࠾ࡅࡿ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆⓎᒎ㏵ୖᅜࡢ㈋ᅔࣛࣥ㸦1 ᪥ᙜࡓࡾ$2 ௨ୗ ࡛⏕ά㸧⡿ᅜࡢ㈋ᅔࣛࣥ㸦1 ᪥ᙜࡓࡾ$13 ௨ୗ࡛⏕ά㸧ࡢ୰ኸ್࡛࠶ࡿ 1 ᪥ᙜࡓࡾ$2 䡚$13 ࡛⏕άࡋ࡚࠸ࡿேࠎᐃ⩏ࡋ࡚࠸ࡿࠋ1990 ᖺࡣேཱྀయࡢ⣙ 15%ࡔࡗࡓࡀࠊ 2005 ᖺࡣ⣙ 62%ࢆ༨ࡵࡿࡲ࡛ᣑࡋ࡚࠸ࡿࠋࡲࡓࠊOECD ࡢ࣮࣡࢟ࣥࢢ࣮࣌ࣃ࣮ ‘The Emerging Middle Class in Developing Countries’ (Kharas 2010ࠊpp.26-27)㻌 ࡼࡿࠊ୰ᅜ ࡢ 1 ேᙜࡓࡾ 1 ᪥ᨭฟ㢠䛷$10~$100䠄2005 ᖺ PPP ࣮࣋ࢫ㸧ࡀ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡉࢀࠊ 2009 ᖺ࡛ࡣࠊ⣙ 10%࡛࠶ࡿࡀࠊ2020 ᖺࡣ⣙ 40%䚸2030 ᖺࡣ⣙ 75%㏆ࡃ᥎⛣ࡋ࡚ ࠸ࡃࡇࡀணࡉࢀ࡚࠸ࡿ㸦ᅗ⾲ 2㸧ࠋ᪉ࠊࢪ㛤Ⓨ㖟⾜ࡼࡿᐃ⩏࡛ࡣࠊ1 ᪥ 1 ேᙜ ࡓࡾࡢᾘ㈝࡛࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆ$2~$20ࠊ $20 ௨ୖࢆᐩ⿱ᒙࠊ $2 ௨ୗࢆ㈋ᅔᒙᐃ⩏ࡋ ࡚࠸ࡿ㸦ADB 2010ࠊp.5㸧ࠋ୰ᅜ࡛ࡣࠊBOP㸦Bottom of Pyramid㸧ᒙࡀῶᑡࡋࠊ࣮࣎ࣜࣗ ࣒ࢰ࣮ࣥࡀ 1995 ᖺࡣேཱྀࡢ⣙ 56%ࡔࡗࡓࡀࠊ2002 ᖺࡣ⣙ 71㸣ࠊ2007 ᖺࡣ⣙ 89㸣ࢆ༨ࡵࡿࡲ࡛ᣑࡋࠊᐩ⿱ᒙࡶ⣙ 4㸣ࡲ࡛ᣑࡋࡓ㸦ᅗ⾲ 3㸧ࠋ ᅗ⾲2 ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢ᥎⛣ ฟ ᡤ : Kharas (2010) “OECD Development Centre Working Paper No.285.” p.27, Figure6. China’s Middle Class is Small, but Quickly Rises. 98 『中国経営管理研究』第10号 ᅗ⾲ 3 ୰ᅜ࠾ࡅࡿ 1 ᪥ 1 ே࠶ࡓࡾᾘ㈝ࡢேཱྀࢩ࢙㸦2005 ᖺ PPP ࣮࣋ࢫ㸧 100 (%) 89.1 90 80 71.3 70 60 50 55.6 BOP 44.4 VZ 40 ᐩ⿱ᒙ 28.4 30 20 10 0 6.8 0.0 1995 0.4 2002 4.1 2007 ὀ㸸VZ㸻࣮࣒࣎ࣜࣗࢰ࣮ࣥ ฟᡤ: ADB㸦2010㸧“Table 2.5 Population Distribution(%) by Income Per Person Per Day (2005 $ PPP, %) PRC”.p.9. ࡼࡾⴭ⪅సᡂࠋ ㈨ᩱ㸸ඖࢹ࣮ࢱ Staff estimates, CHIPS 1995, 2002, 2007 ࡼࡾⴭ⪅సᡂࠋ ᡤᚓ࣭ධࡼࡿᣦᶆ᥎⛣ ᡤᚓ࣭ධࢆᇶ‽ࡋࡓ௦⾲ⓗ࡞ᣦᶆࡣࠊḟࡢ࠾ࡾ࡛࠶ࡿࠋFarrell et al.㸦2006 ࠊ p.63㸧 ix ࡣࠊ୰ᅜࡢᖺ㛫ୡᖏྍฎศᡤᚓ࡛ࠊ 㸦1㸧 ࢢ࣮ࣟࣂࣝᐩ⿱ᒙࢆ⣙$24,000 ௨ୖࠊ 㸦2㸧 ⾗ᐩ⿱ᒙࢆ⣙$12,000~$24,000䚸 㸦3㸧 ୖ୰㛫ᒙࢆ⣙$4,800~$12,000䚸 㸦4㸧 ୗ ୰㛫ᒙࢆ⣙$3,000~$4,800䚸 㸦5㸧 ㈋ᅔᒙࢆ⣙$3,000 ௨ୗࡋ࡚࠸ࡿࠋ୰ᅜ࡛ࡣࠊୗ ୰㛫ᒙࡣࠊ2011 ᖺࡣ⣙ 2 ൨ 9000 ே࡛㒔ᕷ㒊ࡢ⣙ 44%ࢆ༨ࡵࠊ2015 ᖺࡈࢁ᭱┒ᮇ ࢆ㏄࠼ࠊ⥲㉎㈙ຊࡢ 4 8,000 ൨ඖ㐩ࡍࡿࡉࢀ࡚࠸ࡿࠋୖ୰㛫ᒙ࠾࠸࡚ࡶࠊ⣙ 5 ൨ 2000 ேቑຍࡋࠊ2025 ᖺࡲ࡛ࡑࡢ⥲ྍฎศᡤᚓࡣ 13 3,000 ൨ඖ㐩ࡍࡿࡳ ࡽࢀ࡚࠸ࡿࠋྠᵝ Court and Narasimhan㸦2010ࠊp.2㸧ࡣࠊ୰ᅜࢆྵࡴ㏵ୖᅜࡢᾘ㈝⪅ ࢆࠊᖺ㛫ୡᖏྍฎศᡤᚓ࡛㸦1㸧ࢢ࣮ࣟࣂࣝࢡࣛࢫࢆ$113,000 ௨ୖࠊ㸦2㸧ୖ୰㛫ᒙࢆ $56,500~$113,000䚸㸦3㸧୰㛫ᒙࢆ$22,500~$56,499䚸㸦4㸧ୗ୰㛫ᒙࢆ$13,500~$22,499䚸 㸦 5 㸧 ㈋ ᅔ ᒙ ࢆ $13,500 ௨ ୗ ༊ ศ ࡋ ࡚ ࠸ ࡿ ࠋ ࡇ ࡢ ᣦ ᶆ ࡼ ࡿ ࣎ ࣜ ࣗ ࣮ ࣒ ࢰ ࣮ ࣥ ࡣ 99 ボリュームゾーンと日系企業戦略 $13,500~$113,000 䛷䛒䜛䚹㻌 ᪉ࠊ⤒῭⏘ᴗ┬ 㸦2010aࠊ187 ࣮࣌ࢪࠊࡳࡎ⥲ྜ◊✲ᡤ 㸦2010ࠊ12 ࣮࣌ࢪ㸧䚸ᰗ ᕝ࣭᳃ 㸦2010ࠊ1 ࣮࣌ࢪ㸧 䛿 䚸୰ᅜࢆྵࡴ“ࢪ୰㛫ᒙ”ࡋ࡚ࠊᖺ㛫ୡᖏྍฎศ䛷 $5,000 ௨ୖ$35,000 ᮍ‶ࡢᡤᚓᒙࢆ࣮࣒࣎ࣜࣗࢰ࣮ࣥ㸦$5,000 ௨ୖ$15,000 ᮍ‶ࢆୗ୰ 㛫 ᒙ ࠊ $15,000 ௨ ୖ $35,000 ᮍ ‶ ࢆ ୖ ୰ 㛫 ᒙ 㸧ࠊ $35,000 ௨ ୖ ࢆ ᐩ ⿱ ᒙ ࠊ $1,000 ௨ ୖ $5,000 ᮍ‶ࢆపᡤᚓᒙࠊ$1,000 ᮍ‶ࢆ㈋ᅔᒙࡋ࡚࠸ࡿࠋࡇࡢᣦᶆࡼࡿࠊ୰ᅜࡢ࣎ ࣮࣒ࣜࣗࢰ࣮ࣥࡣ 2000 ᖺ 7000 ேࠊ2010 ᖺࡣ 5 ൨ேࠊ2020 ᖺࡲ࡛ࡣ 9 ൨ 7000 ேቑຍࡍࡿࡳࡽࢀ࡚࠸ࡿࠋ୍᪉࡛ࠊᐩ⿱ᒙࡶᣑࡋ࡚࠸ࡃࡇࡀணࡉࢀ࡚࠸ࡿࡀࠊ ୰㛫ᒙẚࡿࡑࡢᣑࡣᑠࡉ࠸ࡇࡀࢃࡿ㸦ᅗ⾲ 4㸧ࠋ Walters et al.㸦2010ࠊ5 ࣮࣌ࢪ㸧ࡶࡲࡓࠊᖺ㛫ୡᖏྍฎศᡤᚓ࡛ࠊ㸦1㸧 20 ඖ㸦⣙ $29,542㸧 x ௨ୖࢆᐩ⿱ᒙୖࠊ㸦2㸧10 ඖ~20 ඖ㸦⣙$14,771~$29,542㸧ࢆᐩ⿱ᒙୗࠊ 㸦 3 㸧 6 ඖ ~10 ඖ [L 㸦 ⣙ $8,863~$14,771 㸧 ࢆ ୰ 㛫 ᒙ ࠊ㸦 4 㸧 4 ඖ ~6 ඖ 㸦 ⣙ $5,908~$8,863㸧ࢆ᪂⯆୰㛫ᒙࠊ㸦5㸧 2.5 ඖ㹼4 ඖ㸦⣙ 3,693~$5,908㸧ࢆ୰㛫ᒙணഛ ㌷ࠊࡑࡋ࡚㸦6㸧 2.5 ඖ㸦⣙ 3,693ᮍ‶ࢆ㈋ᅔᒙࡋ࡚࠸ࡿࠋࡇࢀࡼࡿࠊ2010 ᖺ ࡣ 3400 ୡᖏࡀ࣮࣒࣎ࣜࣗࢰ࣮ࣥ㸦ᖺ㛫ୡᖏྍฎศᡤᚓ 6 㹼10 ඖ㸧ᒓࡋ࡚࠸ࡿࠋ ࡲࡓ 2020 ᖺࡣࠊ୰㛫ᒙ᪂⯆୰㛫ᒙࢆྜࢃࡏࡓ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡣ 1 ൨ 3500 ୡᖏ ࡞ࡿண ࡉࢀ࡚࠸ࡿ㸦ᅗ⾲ 5㸧ࠋ 㟷ᔱ࣭ஂಖ⏣࣭ᆏᮏ2009ࠊ88 ࣮࣌ࢪࡣࠊ୰ᅜ࠾࠸࡚ࡣࠊୡᖏᡤᚓ 5 ඖ௨ୖ 20 ඖ ᮍ‶ xii ࡢ୰㛫ᡤᚓᒙࡀ 2015 ᖺࡲ࡛᪂ࡓ 7000 ୡᖏቑຍࡋࠊᚋᛴᣑࡋ࡚࠸ࡃ᥎ ࡋ࡚࠸ࡿࠋࡲࡓࠊCui and Song 㸦2009ࠊp.39㸧ࡣࠊᖺ㛫ᡤᚓ࡛$6,000~$25,000 ࢆ୰ᅜ ࡢ୰㛫ᡤᚓᒙࡋ࡚࠸ࡿࠋࡇࡢᣦᶆࡼࡿࠊ2006 ᖺࡣ 1 ൨ 3000 ேࠊ2016 ᖺࡣ 3 ൨ 4000 ேࠊࡑࡋ࡚ 2026 ᖺࡣ 5 ൨ேࢆ㉸࠼ࡿࡳࡽࢀ࡚࠸ࡿࠋ 100 『中国経営管理研究』第10号 ᅗ⾲ 4 ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮࣭ࣥᐩ⿱ᒙࡢ᥎⛣ 12 ேཱྀ 㸦൨ே㸧 9.7 10 8 6 ୰㛫ᒙ 5.0 ᐩ⿱ᒙ 4 2 0.7 0 1.26 0.21 0.05 2000 2010 2020 㸦ᖺ㸧 ฟᡤ㸸⤒῭⏘ᴗ┬(2010)ࠕᖹᡂ 22 ᖺ∧㏻ၟⓑ᭩ ᴫせࠖ14 ࣮࣌ࢪࡼࡾⴭ⪅సᡂࠋ ㈨ᩱ㸸Euromonitor international 2010. ᅗ⾲ 5 ୰ᅜ㒔ᕷ㒊ࡢᡤᚓ㝵ᒙᵓᡂ㸦2010 ᖺࠊ2020 ᖺ㸧 80 㸦100ୡᖏ㸧 69 70 61 60 66 53 57 50 40 39 34 30 0 2010ᖺ 23 20 10 36 12 13 1 ฟᡤ㸸Walters et al.㸦2010㸧ࡼࡾⴭ⪅సᡂࠋ 101 2020ᖺ ボリュームゾーンと日系企業戦略 Ϫ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆᐃ⩏ࡍࡿᣦᶆࡢ᳨ウ ௨ୖࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᐃ⩏࣭ᣦᶆࡑࡢ㊅ໃࢆ㋃ࡲ࠼ࠊ⥆࠸࡚ࠊ୰ᅜᕷሙࡢ≉ᚩࡸ ᪥⣔ᴗࡢ⤒Ⴀ㠃ࡽࡢㄢ㢟ࢆ᫂ࡽࡍࡿࠋ ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᐃ⩏ୖࡢㄢ㢟 ௨ୖ࡛☜ㄆࡋࡓࡼ࠺ࠊ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥ㛵ࡍࡿࡑࢀࡒࢀࡢᐃ⩏ࡣࠊ๓ᥦࡋ࡚ ࠸ࡿ᮲௳ࡀᖺ㛫ᡤᚓᖺ㛫ྍฎศᡤᚓࠊࡲࡓୡᖏᙜࡓࡾࠊ1 ேᙜࡓࡾ࡛␗࡞ࡿࡓࡵࠊ ᐜ᫆ẚ㍑ࡍࡿࡇࡣ࡛ࡁ࡞࠸ࡳࡽࢀࡿࠋࡇࡢࡇࡣࠊඹ㏻ࡋࡓᣦᶆ࡛࠶ࡿ͆୰ᅜࡢᖺ 㛫ୡᖏྍฎศᡤᚓ͇ᇶ࡙࠸࡚ẚ㍑ࡋ࡚ࡳ࡚ࡶࠊࡑࡢỈ‽ࡢࡽ࠼᪉ࡀᗈ⠊ᅖࢃࡓࡿࡇ ࡀࡳ࡚ࢀࡿ㸦ᅗ⾲ 6㸧ࠋ ᅗ⾲ 6 ୰ᅜᖺ㛫ୡᖏᡤᚓ࣭ධࡼࡿ࣮࣒࣎ࣜࣗࢰ࣮ࣥᐃ⩏ࡢẚ㍑ 60,000 ($) ($) 56,499 50,000 40,000 35,000 35,000 30,000 20,000 28,800 22,500 17,000 0 15,000 12,000 10,000 4,000 3,000 5,001 8,400 5,040 5,000 6,000 7,200 ฟᡤ㸸ྛཧ⪃ᩥ⊩ࡼࡾⴭ⪅ࡼࡾసᡂࠋ ࡇ࠺ࡋࡓᐃ⩏ୖࡢၥ㢟ࡣࠊ༢⣧ᾘ㈝࣭ᨭฟࡸᡤᚓ࣭ධࡼࡿᐃ⩏ࡽࡔࡅ࡛ࡣࠊ୰ ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥ࠾ࡅࡿᾘ㈝⾜ືࡢ≉ᚩࢆᤊ࠼ࡿࡇࡣ㞴ࡋ࠸Ⅼ࡛࠶ࡿࠋ࣮࣒࣎ࣜࣗ ࢰ࣮ࣥ࠾࠸࡚ࡶࠊ㧗ရ㉁ࠊࣈࣛࣥࢻ〇ရ࡞ရ㉁Ỉ‽ࡸࣈࣛࣥࢻ౯್ࠊ౯᱁Ỉ‽ࢆ㔜ど ࡍࡿᾘ㈝⾜ືࡶ࠶ࡿ୍᪉࡛ࠊ〇ရࡼࡗ࡚ࡣ㸦࠼ࡤⓑ≀ᐙ㟁㸧ࠊᇶᮏⓗ࡞ᶵ⬟࡛༑ศ࡛ 102 『中国経営管理研究』第10号 ࠶ࡿ⪃࠼ࡿ〇ရࡶ࠶ࡿ㸦IT ࢯ࣮ࣜࣗࢩࣙࣥࣇࣟࣥࢸ 2012㸧ࠋ ࡑࡢࡶࠊZhou Xiaohong2005࠾ࡅࡿ 2004 ᖺࡢிࠊୖᾏࠊᮺᕞࠊ༡ிࠊṊ₎ ࡢ 5 㒔ᕷࡢㄪᰝࡼࡿࠊ୰㛫ᒙࡢᖹᆒᖺ㱋ࡣࠊ38.8 ṓ࡛ࠊ᭱ࡶከ࠸ࡢࡀ 30-39 ṓ࡛࠶ ࡿࡇࢆ᫂ࡽࡋࡓࠋࡲࡓࠊᛶู࡛ࡣ⏨ᛶࡀ 58.8%㐣༙ᩘࢆ༨ࡵࠊዪᛶࢆୖᅇࡗ࡚࠸ ࡿࠋࡋࡋࠊዪᛶࡢᩍ⫱ࡸࠊ⫋ᴗ࡞ࡣᛴ㏿ྥୖࡋ࡚࠾ࡾࠊᚋࡢືྥኚࡀ⌧ࢀࡿ ࡃࡿࡳࡽࢀࡿࠋࡘࡲࡾࠊ♫㝵ᒙࡸ⫋ᴗࠊᐙ᪘ᵓᡂࠊᛶูࠊᏛṔࠊୡ௦࡞ࡑࡢࡢ せ⣲ࢆྵࡵ㸦ᒇࠊᕝࠊཎ 2005㸹 2006㸧ࠊࡼࡾⓗ☜࣮࣒࣎ࣜࣗࢰ࣮ࣥࡲࡓࡣ ᴗࡸ〇ရࡢࢱ࣮ࢤࢵࢺࡍࡿࢭࢢ࣓ࣥࢺࢆᤊ࠼ࡿࡇࡀ㔜せ࡞ࡗ࡚࠸ࡿ࠸࠼ࡿࠋ ᆅᇦⓗືྥ㛵ࡍࡿၥ㢟 ୍⯡ⓗࠊᴗࡣࠊᴗࡀᅜ㝿࣭ࢢ࣮ࣟࣂࣝࡋ࡚ࡺࡃࡘࢀࠊ͆༢୍ᕷሙᡓ␎͇ࢆ ࡘࡢᅜࡲࡓࡣ࠸ࡃࡘࡢᅜ↔Ⅼࢆᙜ࡚࡚ᐇࡋࡼ࠺ࡍࡿ㸦Homburg et al. 2009㸧ࠋ ࡋࡋ࡞ࡀࡽࠊ୰ᅜࡢሙྜࡣࠊඛ㐍ᅜࢆྜࢃࡏࡓ ಸ௨ୖࡢேཱྀࢆಖ᭷ࡋࠊᆅᇦ᱁ᕪࡶ ࡁࡃࠊᐩ⿱ᒙࡽ㈋ᅔᒙࡲ࡛ᖜᗈࡃᏑᅾࡋ࡚࠸ࡿᕷሙ࡛࠶ࡿ㸦CIA 2011㸧ࠋࡑ࠺ࡋࡓⅬ ࢆᙉࡃᤊ࠼ࡿࠊ୰ᅜࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆࡦࡲࡵࡋ࡚ᐃ⩏ࡍࡿࡢࡣ㞴ࡋࡃࠊᴗ ࡣࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆ㒔ᕷࡈࠊ㒔ᕷ㝵⣭ࡈࠊ㒔ᕷ㒊㎰ᮧ㒊ࠊἢᾏ㒊ෆ㝣㒊ࡈ ᐃ⩏ࡋࠊࡑࡢᆅᇦᛶࡸᾘ㈝⾜ືࢆᢕᥱࡋࡓ࠺࠼࡛ࠊᡓ␎ࢆᒎ㛤ࡋ࡚࠸ࡃᚲせࡀ࠶ࡿࠋ ࡓ࠼ࡤࠊYan2006ࡣࠊ୰ᅜࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡣࠊிࠊୖᾏࠊᗈᕞࠊ῝ᆆ࡞ࡢ 㒔ᕷ࣭㏆௦㒔ᕷࠊ┬㒔ࠊ㛗Ụࢹࣝࢱࡸ⌔Ụࢹࣝࢱᆅᇦ࠾ࡅࡿ୰つᶍ㒔ᕷ࡞㞟୰ࡋ ࡚࠸ࡿࡳ࡚࠸ࡿࠋࡲࡓࠊ㒔ᕷ㒊࠾ࡅࡿ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᐃ⩏ࡋ࡚ࠊ୕⳻ᮾி UFJ ࣜࢧ࣮ࢳ㸤ࢥࣥࢧࣝࢸࣥࢢ 㸦2010ࠊ2 ࣮࣌ࢪ㸧ࡣࠊ୰ᅜࡢ㒔ᕷ㒊ࠊ≉ୖᾏᕷி ᕷࢆᐃࡋࠊୡᖏ᭶࡛ 4,000 ඖ㸦⣙ 5 㸧䡚16,000 ඖ㸦⣙ 20 ඖ㸧 xiii ࡋࠊᖺ㛫࡛ ࡣ⣙$7,200~$28,800 xiv ࢆ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡋ࡚࠸ࡿࠋࡇࢀࡼࡿୖᾏᕷࡢ 56.6%䚸 318 ୡᖏࠊ945 ேࡀࠊிᕷ࡛ࡣࠊ317 ୡᖏࠊ887 ேࡀ࣮࣒࣎ࣜࣗࢰ࣮࡛ࣥ࠶ࡿ ࡉࢀࡿࠋSt-Maurice et al. 㸦2008ࠊp.8㸧 ࡣࠊ୰ᅜࡢ㒔ᕷ㒊ࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆࠊ᭶ ୡᖏᡤᚓ࡛ 3, 000 ඖ~5,000 ඖ 㸦$420~$700㸧 xv ࠊᖺ㛫࡛$5,040~$8,400 xvi ࡋ࡚࠸ࡿࠋࡲ ࡓࠊWalters et al.㸦2010㸧ࡣࠊ㒔ᕷ㒊ࡢᡤᚓ㝵ᒙ࠾࠸࡚ࠊ2010 ᖺࡽ 2020 ᖺࡅ࡚ࠊ ⣙ 600 ࡢᕷ࣭┴࡛ 1 ேᙜࡓࡾྍฎศᡤᚓࡀಸቑࡍࡿணࡋ࡚࠸ࡿࠋ≉ᐩ⿱ᒙ࠾࠸ ࡚ࡣ⣙ 4 ಸࡢቑຍࡀぢ㎸ࡲࢀࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥ௨ୖࡣ 1 ൨ 3000 ே௨ୖ㐩ࡍࡿࡳ ࡚࠸ࡿࠋ 103 ボリュームゾーンと日系企業戦略 ୍᪉࡛ࠊᆅᇦ᱁ᕪࡀ࠸ࡲࡔࡁ࠸ࡇࡽࠊ㎰ᮧ㒊࠾ࡅࡿ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆ㒔ᕷ 㒊ࡼࡾప࠸Ỉ‽ࢆ᥇⏝ࡋ࡚࠸ࡿࡶࡢࡶ࠶ࡿࠋRavallion 㸦2010ࠊp.4㸧ࡣࠊ㒭ᑠᖹࡢ┠ᣦࡋ ࡓ͆ᑠᗣ㸦Xiaokang㸧♫͇࠾࠸࡚ࠊ1 ᪥ᙜࡓࡾ᭱పᡤᚓ࡛㎰ᮧ㒊ࡀ $2.24ࠊ㒔ᕷ㒊ࡀ $3.47㸦2005 ᖺ PPP ࣮࣋ࢫࠊᖺ㛫⟬ࡍࡿ㎰ᮧ㒊䛷⣙$818䚸㒔ᕷ㒊䛷 ⣙$1,267 xvii 䜢 䝪䝸䝳䞊䝮䝌䞊䞁䛸䛧䛶䛔䜛䚹䛣䛾ᣦᶆ䛻䜘䜛䛸䚸2005 ᖺ䛻䛿᪤䛻 5 ൨ே䜢㉸䛘䛶䛔䜛䛣䛸䛻䛺䜛䚹 ᚑ᮶䛿㒔ᕷ㒊䛻㞟୰䛧䛶䛔䛯䝪䝸䝳䞊䝮䝌䞊䞁䛰䛜䚸2002 ᖺ௨㝆䛾᱁ᕪṇ䛾ᨻ⟇䜢ཷ䛡䚸 ㎰ᮧ䜔ෆ㝣㒊䛷䛾⤒῭Ⓨᒎ䛜㔜ど䛥䜜䜛䜘䛖䛻䛺䜚䚸㎰ᮧ㒊䛾䝪䝸䝳䞊䝮䝌䞊䞁䠄ୡᖏᖺ㛫ྍฎ ศᡤᚓ䜢 5 ඖ䡚20 ඖ䠅䛜ᛴᣑ䛧䛶䛔䜛≧ἣ䜒䜏䜙䜜䜛䠄㐟బ 2010䚸66 䝨䞊䝆䠅䚹ࢪ 㛤Ⓨ㖟⾜㸦ADB 2010㸧ࡼࡿ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥ㸦1 ேᙜࡓࡾ 1 ᪥$2~$20 ࡢᨭฟ㸧ࡣࠊ 2002 ᖺⅬ䛾 8 ൨ 6800 ே䛛䜙 2007 ᖺ䛻䛿 10 ൨ே䜢㉸䛘䛯䛸䜏䜙䜜䚸≉㎰ᮧ㒊࡛ே ཱྀ⣙ 28%ࡽ⣙ 87%ⴭࡋࡃቑຍࡋ࡚࠸ࡿ㸦ᅗ⾲ 㸧ࠋ ᅗ⾲ 7 ୰ᅜ࠾ࡅࡿ 1 ᪥ 1 ேᙜࡓࡾᡤᚓ㸦2005 ᖺ PPP ࣮࣋ࢫ㸧ࡼࡿேཱྀ㓄ศ(%) <$1.25 $1.25-$2 $2-$4 $4-$6 $6-$10 $10-$20 >$20 ྜィ $2-$20 1995 23.9 20.5 37.7 12.4 4.8 0.7 0.0 100.0 55.6 ୰ᅜ 2002 11.9 16.5 34.0 18.7 13.9 4.7 0.4 100.0 71.3 2007 1.7 5.1 23.4 21.5 25.5 18.7 4.1 100.0 89.1 1995 3.0 13.4 54.9 20.5 7.1 0.9 0.1 100.0 83.5 㒔ᕷ㒊 2002 1.9 5.4 30.8 28.8 24.7 8.0 0.5 100.0 92.3 2007 0.1 1.0 9.4 16.1 33.0 32.8 7.5 100.0 91.3 1995 44.6 27.8 22.5 3.5 1.4 0.3 0.0 100.0 27.7 ㎰ᮧ㒊 2002 21.7 26.3 36.9 9.9 4.0 1.0 0.2 100.0 51.8 2007 2.8 8.3 34.1 25.7 19.8 7.9 1.5 100.0 87.4 ὀ䠖$2-$20 䛜䝪䝸䝳䞊䝮䝌䞊䞁䚹 ฟᡤ䠖ADB䠄2010䠅“Table 2.5 Population Distribution(%) by Income Per Person Per Day (2005 $ PPP, %) PRC”.p.9䠄ඖ䝕䞊䝍䠖Staff estimates, CHIPS 1995, 2002, 2007䠅. ࡼࡾⴭ⪅సᡂࠋ ᚋ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢ᭱ࡶࡁ࡞ቑຍࡀぢ㎸ࡲࢀࡿᆅᇦࡣࠊᚑ᮶ࡢᮾ㒊ἢᾏᆅᇦࡑ ࢀ㞄᥋ࡋࡓෆ㝣ࡢ┬࡛࠶ࡿࠋἢᓊ㒊ᆅᇦ࡛ࡣࠊ2010 ᖺ 8900 ேࡀ࣮࣒࣎ࣜࣗࢰ࣮ࣥ ᐩ⿱ᒙᒓࡋࠊ2020 ᖺࡣ 1 ൨ 9200 ேࠊෆ㝣㒊࠾࠸࡚ࡶ 3200 ேࡽࠊ1 ൨ 2800 ேᣑࡍࡿࡇࡀணࡉࢀ࡚࠸ࡿࠋࡑࡢ୍᪉࡛ࠊす㒊ࠊ㒊ࠊᴟす㒊࡛ࡣᣑ ࡣࡍࡿࡶࡢࡢࠊᑠつᶍࡲࡿࡳࡽࢀࡿ㸦Walters et al. 2010㸧㸦ᅗ⾲ 8㸧ࠋࡇࡢࡼ࠺ ࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡸᐩ⿱ᒙࢆࢱ࣮ࢤࢵࢺࡍࡿ㝿ࠊࡑࡢᆅ⌮ⓗ࢝ࣂ࣮⠊ᅖࡀᣑࡋ ⥆ࡅ㸦ᅗ⾲ 9㸧ࠊࡑࢀࡽࡢᕷሙࣉ࣮ࣟࢳࡍࡿࡣ 2005 ᖺࡣ⣙ 70 ࡢᕷ࣭┴ࡔࡗࡓ 104 『中国経営管理研究』第10号 ࡶࡢࡀࠊ2010 ᖺࡣ⣙ 240 ࠊࡉࡽ 2020 ᖺࡣ⣙ 400 ࡶᣑࡋ࡚ࡺࡃࡢ᥎ィࡀ࠶ ࡿ㸦Walters et al. 2010㸧ࠋ ᅗ⾲ 8 ୰ᅜᆅᇦู࣮࣒࣎ࣜࣗࢰ࣮࣭ࣥᐩ⿱ᒙࡢ᥎⛣ 250 㸦100ே㸧 192 200 150 100 128 2010ᖺ 2020ᖺ 89 56 50 32 16 31 9 0 ἢᓊ㒊 ෆ㝣㒊 す㒊 㒊 2 8 ᴟす㒊 ὀ㸸ἢᓊ 㒊㸦⚟ᘓ┬ࠊᗈᮾ┬ࠊᾏ༡┬ࠊỤ⸽┬ࠊᒣᮾ┬ࠊύỤ┬ࠊிࠊୖᾏࠊኳὠ㸧ࠊෆ㝣㒊㸦Ᏻᚯ┬ࠊἙ ┬ࠊἙ༡┬ࠊ†┬ࠊỤす┬ࠊᒣす┬ࠊ㔜㸧ࠊす㒊㸦㝐す┬ࠊᅄᕝ┬ࠊ㞼༡┬ࠊ㈗ᕞ┬ࠊᗈすࢳ࣡ࣥ ᪘⮬༊ࠊෆࣔࣥࢦࣝ⮬༊㸧ࠊ㒊㸦㯮❳Ụ┬ࠊྜྷᯘ┬ࠊ㑈ᑀ┬㸧ࠊᴟす㒊㸦⏑⢔┬ࠊ㟷ᾏ┬ࠊᑀኟᅇ ᪘⮬༊ࠊࢳ࣋ࢵࢺ⮬༊ࠊ᪂࢘ࢢࣝ⮬༊㸧 ฟᡤ㸸Walters et al (2010). ᅗ⾲ 3㸸㒔ᕷ㒊ࡢ୰㛫࣭ᐩ⿱ᒙேཱྀࡣ୰ᅜᅵ࡛ᣑ. 9 ࣮࣌ࢪࡼࡾⴭ⪅ సᡂࠋ ࡇࡢࡼ࠺ࠊᚋࡶᘬࡁ⥆ࡁἢᾏ㒊ࡢせ㒔ᕷࢆ୰ᚰࠊෆ㝣㒊㒔ᕷ࠾࠸࡚ࡶ࣎ࣜࣗ ࣮࣒ࢰ࣮ࣥࡢᣑࡀணࡉࢀࠊᴗࡸከࡃࡢᾘ㈝㈈ࡗ࡚ࡇࢀࡽࡢ┬ࡸᆅᇦࡀ㔜Ⅼ࢚ࣜ ࡞ࡿࡇࡀぢ㎸ࡲࢀࡿࠋ᪥⣔ᴗࡣᚑ᮶ࠊᐩ⿱ᒙࡀ㞟✚ࡋ࡚࠸ࡿᆅᇦ࡛࠶ࡿࠊிࠊ ୖᾏࠊᗈᮾࠊύỤ┬ࡢἢᾏ㒊㒔ᕷ࠾࠸࡚ࠊᴗᒎ㛤ࢆ㐍ࡵ࡞ࡀࡽ㢳ᐈࢆ㛤ᣅࡋ࡚ࡁࡓࠋ ࡋࡋࠊ⌧ᅾ࡛ࡣᐩ⿱ᒙࡣࠊ㝐す┬ࡸෆࣔࣥࢦࣝ⮬༊ࠊ㔜ᕷ࡞ࢆࡣࡌࡵࡍࡿෆ㝣 㒊ᣑࡋࠊிࠊୖᾏࠊᗈᮾࠊύỤ┬௨እࡢᆅᇦ࠾࠸࡚ࠊᐩ⿱ᒙࡀ 2009 ᖺᮎẚ࡛⣙ 20%ቑࡢ 1 ேつᶍ㐩ࡋ࡚࠸ࡿࠋࡇ࠺ࡋࡓᆅᇦࡣࠊேཱྀつᶍࠊ⤒῭つᶍࡶẚ㍑ⓗᑠ つᶍ࡞ࡀࡽࠊࡑࢀࡒࢀࡢせᅉࡽ⤒῭ᡂ㛗ࡢࢫࣆ࣮ࢻࡀ㏿ࡃࠊᐩ⿱ᒙࡀ╔ᐇᙧᡂࡉࢀࡘ ࡘ࠶ࡿࠋᚋࠊࡇࢀࡽࡢᆅᇦ࡛ࡶ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡀᣑࡋࠊ⌧ᅾࡢἢᾏ㒔ᕷࡢࡼ࠺࡞ᾘ ㈝ᵓ㐀ࡀᙧᡂࡉࢀ࡚ࡺࡃࡇࡶᐃࡉࢀࡿࡀࠊࡑࢀࢆᚅࡓࡎࡍ࡛ἢᾏ㒊ࡸ㒔ᕷ㒊ࡣ 105 ボリュームゾーンと日系企業戦略 ⌧ᆅ࣐࣮ࢣࢵࢺᑐࡋ࡚ᙳ㡪ຊࢆᣢࡕࠊᾏእࡢሗឤぬࢆᣢࡘᐩ⿱ᒙࡀᏑᅾࡋ࡚࠸ࡿⅬ ࡣὀ┠ࡉࢀࡿ㸦ᶓᒣ 2011㸧ࠋᴗࡣࠊࢱ࣮ࢤࢵࢺࡀ㒔ᕷ㒊㎰ᮧ㒊ࠊἢᾏ㒊ෆ㝣㒊࡞ ࡑࢀࡒࢀࡢᆅᇦᛶࢆ⪃៖ࡋࠊྛᆅᇦࡸ㒔ᕷࡢᩥࡸᾘ㈝⪅⾜ືࢆᢕᥱࡋࠊࡼࡾⓗ☜ࡑࡢ ࢽ࣮ࢬᑐᛂࡋࡓᡓ␎ࡸ〇ရࡀồࡵࡽࢀ࡚࠸ࡿࡇࡀ♧၀ࡉࢀ࡚࠸ࡿࠋ ᅗ⾲ 9 㒔ᕷ㒊୰㛫࣭ᐩ⿱ᒙࡢேཱྀศᕸ㸦2010 ᖺࠊ2020 ᖺ㸧 ฟᡤ㸸Walters et al (2010). ᅗ⾲ 2㸸ᚋ 10 ᖺ࡛ࠊཌࡳࡢ࠶ࡿ୰㛫࣭ᐩ⿱ᒙࡀᙧᡂࡉࢀࡿᕷ࣭┴ࡀ ⃭ቑ. 7 ࣮࣌ࢪ. ϫ᪥⣔ᴗࡢ୰ᅜᕷሙ࠾ࡅࡿάືࡢᴫほࡑࡢၥ㢟Ⅼ ᪥⣔ᴗࡢ୰ᅜᕷሙ࠾ࡅࡿάືࡢᴫほ ㏆ᖺࡢୡ⏺ໃࡸ୰ᅜᅜෆࡢໃࡀ⥅⥆ⓗࡁࡃኚࡍࡿ୰࡛ࠊඛ㐍ᅜ࣭ᆅᇦẚ ㍑ࡍࢀࡤࠊ㧗࠸⤒῭ᡂ㛗⋡ࡀぢ㎸ࡲࢀࠊᚋࡣ≉୰ᅜࡢᐙィᡤᚓᾘ㈝ࡢᣑࢆᅗࡿᨻ ⟇ࡢ㐩ᡂࡀ୰ᅜᨻᗓࡼࡗ࡚➨ 12 ḟ 5 ࢝ᖺィ⏬ࡶᥖࡆࡽࢀ࡚࠸ࡿࡇࠊඛ㐍ᅜ࡛ࡢ ୖᣑࡀᅔ㞴┤㠃ࡍࡿ୰࡛ࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆཎືຊࡋ࡚ࠊᛴᡂ㛗ࢆ㐙ࡆࡿ᪂⯆ᅜ ࡢつᶍ࡛ᮍ㛤Ⓨ࡞ᕷሙ࡛࠶ࡿ୰ᅜࡣࠊᾘ㈝ᕷሙࡋ࡚ࡶୡ⏺ࢆ≌ᘬࡋ࡚࠸ࡃࡇࡀண ࡉࢀࠊ᪥ᮏࢆྵࡵࡓྛᅜከᅜ⡠ᴗࡗ࡚ࡣྍḞ࡞ᡂ㛗ࡢࢳࣕࣥࢫࡢሙ࡛࠶ࡿ 㸦Hang, Chen, and Subramian 2010; Sarkar n.d.㸧ࠋࡲࡓࠊ୰ᅜ⮬㌟ࡗ࡚ࡶ࣮࣒࣎ࣜࣗ 106 『中国経営管理研究』第10号 ࢰ࣮ࣥࢆ୰ᚰࡋࡓෆ㟂ᑟᆺ⤒῭Ⓨᒎࣔࢹࣝࢆ☜❧ࡉࡏࡿࡓࡵࠊࡇ࠺ࡋࡓ࣮࣒࣎ࣜࣗ ࢰ࣮ࣥࢆ࠺ࡽ࠼ࠊᡓ␎ࢆᒎ㛤ࡋ࡚࠸ࡃ㔜せ࡞ࡗ࡚࠸ࡿࠋࡑࡢ࡞࡛ࠊ᪥⣔ᴗࡣࠊ ඛ㐍ᅜᕷሙࡢపᡂ㛗ࡢ࡞࡛ᚑ᮶㏻ࡾࡢ୍㒊ࡢᐩ⿱ᒙࢆࢱ࣮ࢤࢵࢺࡋࡓᡓ␎࡛ࡣࠊᚋ ᣑࡋ࡚࠸ࡃつᶍ࡞࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆྲྀࡾࡇࡰࡍࡇ࡞ࡾࠊ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥ ᕷሙ࠾ࡅࡿㄢ㢟ࡸ᪥⣔ᴗࡢᢪ࠼ࡿㄢ㢟ࡶ࠶ࡿ࡞࡛ࠊ⌧ᅾࡑࡋ࡚ᚋࠊ᪥⣔ᴗࡣ᪂ ⯆ᅜࢆ୰ᚰࡋࡓ࣮࣒࣎ࣜࣗࢰ࣮ࣥᡓ␎ྲྀࡾ⤌ࡲ࡞ࡅࢀࡤ࡞ࡽ࡞࠸≧ἣࡀ⏕ࡌ࡚࠸ࡿࠋ 㸬᪥⣔ᴗࡢ⤒Ⴀୖࡢㄢ㢟 ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆᨷ␎ࡍࡿࡓࡵࡣࠊ᪥⣔ᴗࡢࡇࢀࡲ࡛ࡢ〇ရࡸࣅࢪࢿࢫ័⩦ࢆࡓ ࡔ༢ᣢࡕ㎸ࡵࡤⰋ࠸ࠊ༢ࢥࢫࢺࢆ๐ῶࡍࢀࡤࡼ࠸࠸࠺ࡶࡢ࡛ࡣ࡞࠸ࠋᚑ᮶ࡢඛ㐍ᅜ ᕷሙ࠾ࡅࡿ 1 ୡ௦๓ࡢࣔࢹࣝࢆ୰ᅜᕷሙᢞධࡍࡿࡇࡸ᪤Ꮡࡢ〇ရࣛࣥࡽ࣮࢚ࣟ ࣥ ࢻ ࡢ ࡶ ࡢ ࢆ ప ᶵ ⬟ ࡋ ࡚ ᣢ ࡕ ㎸ ࡴ ࡇ ࡛ ࡣ ࠊ ᪂ ࡋ ࡃ ㉸ ప ౯ ᱁ ࡞ ࣁ ࢸ ࢡ ရ ࡸ good enough ࡞㸦࠶ࡿ⛬ᗘ༑ศ࡞ရ㉁㸧〇ရࢆせồࡍࡿ࠸࠺࣮࣒࣎ࣜࣗࢰ࣮ࣥ≉᭷ࡢࢽ࣮ࢬ ᑐᛂ࡛ࡁ࡚࠸࡞࠸ࡢ࡛࠶ࡿ㸦Sarkar n.d; Walters et al. 2010㸧ࠋ ᪥⣔ᴗࡀ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆࢱ࣮ࢤࢵࢺ⤠ࡾࡁࢀ࡚࠸࡞࠸せᅉࡢ୍ࡘࡋ࡚ࠊ࣎ࣜ ࣮࣒ࣗࢰ࣮ࣥ௨እࡢᾘ㈝⪅ᒙ࡛࠶ࡿᐩ⿱ᒙࡸ BOP ᒙࡢᏑᅾࡀ࠶ࡿࠋ࣐ࢵ࢟ࣥࢮ࣮♫ࡢ ࠗ୰ᅜ᪂⯆ⓗᐩ⿱ᾘ㈝⪅㝵ᒙ࠘ሗ࿌᭩࠾࠸࡚ࡣࠊᐩ⿱ᐙᗞ㸦ᐙᗞධࡀᖺ㛫 25 ඖࢆ ㉸ ࠼ ࡿ 㒔 ᕷ ᐙ ᗞ 㸧 ࡀ 2008 ᖺ ࡣ ࡍ ࡛ 160 ே 㐩 ࡋ ࡚ ࠸ ࡓ ぢ ✚ ࡶ ࡗ ࡚ ࠸ ࡿ 㸦McKinsey&Company 2009㸧ࠋ2010 ᖺᮎࡣࠊಶே㈨⏘ 1000 ඖ㸦⣙ 1 ൨ 2 ༓㸧 ࢆࡶࡘᴗࠊື⏘ᢞ㈨ࠊ᭷౯ドๆᢞ㈨࡞ྛ✀ᢞ㈨ࡼࡿ㈨⏘ᙧᡂᡂຌࡋࡓேࠎࡣࠊ ᅜ࡛ 96 㐩ࡋࠊᖺ㛫 100 ඖࡽ 300 ඖ㸦⣙ 1200 䡚3600 㸧ࢆᾘ㈝ࡋ࡚ ࠸ࡿࡉࢀࡿ㸦㜑⏖ⓒᐩ 2011㸧ࠋࡇ࠺ࡋࡓࠕ༓ᐩࠖࡼࡤࢀࡿேࠎࡣࠊື⏘ᢞ㈨ 㛵ᚰࡀ࠶ࡾࠊ㧗⣭㌴ࠊ㧗⣭ィ࡞ࡢ㉎ධࡶ✚ᴟⓗ࡛ࠊᏊ౪ࡢᩍ⫱ࠊ␃Ꮫࠊ⮬㌟ࡢ Ꮫ㝔㐍Ꮫࡢࡓࡵࡢᩍ⫱㈝ࡢᢞ㈨ࡶ✚ᴟⓗ࡛࠶ࡾࠊఇᬤࡣࠊḢ⡿ࢆ୰ᚰᖹᆒᖺ 3 ᅇ ⛬ᗘࡢᾏእ᪑⾜ࢆࡍࡿ㸦ᶓᒣ 2011㸧࡞ࡀࡑࡢᾘ㈝⾜ືࡢ≉ᚩ࡛࠶ࡿࠋࡲࡓࠊࠕ൨ᐩࠖ ࡼࡤࢀࡿಶே㈨⏘ࡀ 1 ൨ඖ㸦⣙ 12 ൨㸧ࢆಖ᭷ࡍࡿࡉࡽୖࡢᾘ㈝㝵ᒙࡣࠊ6 ே ࡀᏑᅾࡋ࡚࠸ࡿࠋࠕ༓ᐩࠖࡢᾘ㈝⾜ືࡢ≉ᚩຍ࠼ࠊᆺࡢື⏘ࡸ㧗⣭㌴ࠊ࣮ࣔࢱ ࣮࣮࣎ࢻ࡞ࢆႴዲࡍࡿᢞ㈨ᐙ࡛࠶ࡿࠋᆅᇦⓗࡣࠊிᕷ 17 ேࠊᗈᮾ┬ࠊୖᾏᕷ ࡢୖ 3 㒔ᕷ࡛ᅜࡢᐩ⿱ᒙࡢࡰ༙ศࢆ༨ࡵࡿ᥎ ࡉࢀ࡚࠸ࡿ㸦᪥ᮏ㈠᫆⯆ᶵᵓ 2012㸧ࠋࡉࡽࠊ࣮ࠗ࣡ࣝࢻ࣭࢙࢘ࣝࢫ࣭࣏࣮ࣞࢺ᪥ᮏㄒ∧ 2011࠘ࡼࡿࠊ୰ᅜࡢᐩ⿱ 107 ボリュームゾーンと日系企業戦略 ᒙ㸦࡞ᒃఫ⏝ື⏘ࠊ㞟ရࠊᾘ㈝㈈ࠊཬࡧ⪏ஂᾘ㈝㈈ࢆ㝖ࡁࠊ100 ⡿ࢻࣝ௨ୖࡢᢞ ㈨ྍ⬟㈨⏘ࢆᡤ᭷ࡍࡿ㈨⏘ᐙ㸧ࡣࠊୡ⏺࡛⡿ᅜࠊ᪥ᮏࠊࢻࢶḟࡂ➨ 4 ࡢ 53.5 ே 㐩ࡋ࡚࠸ࡿࡉࢀࡿ㸦୕⳻ UFJ ࣓ࣜࣝࣜࣥࢳ PB ドๆ 2011㸧ࠋࡇࡢࡼ࠺࡞ᐩ⿱ᒙࡢᏑᅾࡣ ᪥⣔ᴗࡗ࡚ࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥᡓ␎ࢆ㌿ࡍࡿࡢ࡛ࡣ࡞ࡃࠊᚑ᮶࠾ࡾࡢᐩ⿱ᒙ ࢆࢱ࣮ࢤࢵࢺࡋࡓࣁ࢚ࣥࢻᡓ␎ࢆࡾ⥆ࡅࡿࡇࡀྍ⬟࡛࠶ࡿࡇࢆ♧ࡋ࡚࠸ࡿࠋ ᪉࡛ࠊ₯ᅾⓗ࡞㔞ᕷሙࠊ⾗ᕷሙࠊ㔞㈍ᕷሙࠊ࣐ࢫ࣐࣮ࢣࢵࢺࡼࡤࢀࡿ BOP 㸦Base/Bottom of 㸦the Economic㸧Pyramid㸧࡛ࡢࣅࢪࢿࢫࡶὀ┠ࡉࢀ࡚࠸ࡿࠋBOP ࣅࢪ ࢿࢫࡣࠊ୰ᅜ௨እࡢ᪂⯆ᅜᕷሙࡢᙉຊ࡞ᇶ♏ࢆసࡿࡓࡵࡢከࡃࡢᶵࢆᴗᥦ౪ࡍࡿ ࡇࡀྍ⬟ࡍࡿ䠄Prahalad 2005; Ray and Ray 2011; Hart and Christensen 2002䠅䛯䜑䚸 䛻䝡䝆䝛䝇䛸㈋ᅔ๐ῶ䛾୧❧䜢┠ᣦ䛩Ḣ⡿ᴗ䜢୰ᚰ䛻䚸䛭䛾䛾ከᅜ⡠ᴗ䜔䝻䞊䜹䝹ᴗ 䜒✚ᴟⓗ䛻ྲྀࡾ⤌ࢇ࡛࠸ࡿ⤒῭⏘ᴗ┬ 2009; Hart and Christensen 2002ࠋ䛧䛛䛧䛺䛜䜙䚸䛣 䛾 BOP ࠾࠸࡚ࡣࠊ≉㉁࡞♫⤒῭ࠊ⤌⧊࣭ᶵ㛵⎔ቃⓗ࡞≉ᚩࡽ㟂せ⫼ᬒࢆᙧᡂࡋ ࡚࠸ࡿࡓࡵࠊ༢࡞ࡿ“BOP ࣅࢪࢿࢫ”࡛ࡣ࡞ࡃࠊⓎᒎ㏵ୖᅜ࣭ᆅᇦࡢຓ࠸࠺ഃ㠃ࡶ ࠶ࡿࠋ࠼ࡤࠊ༑ศ࡞⏕άᇶ┙ࡸ♫ᇶ┙࡞㉳ᅉࡍࡿ㈋ᅔ๐ῶࠊ⾨⏕ࠊᩍ⫱ࠊỈࡸ ⏕άᚲ㟂ရ࣭ࢧ࣮ࣅࢫࡢᥦ౪࡞࠾ࡅࡿ BOP ࠾ࡅࡿ♫ⓗ࡞ㄢ㢟ࡀ࠶ࡾ㸦⤒῭⏘ᴗ ┬ 2010b㸧ࠊࡇࢀࡽࢆゎỴࡍࡿࡇࡀࣅࢪࢿࢫࢳࣕࣥࢫ࡛࠶ࡿ࠸࠺ࡢࡀ BOP ࣅࢪࢿࢫ ࡢ⪃࠼᪉࡛࠶ࡿࠋࡲࡓࠊᡤᚓỈ‽ࡀྥୖࡍࡿࡇ࡛ࠊᑗ᮶ⓗ࣮࣒࣎ࣜࣗࢰ࣮ࣥᕷሙࡀ ⛣⾜ࡍࡿࡇࡶ⪃࠼ࡽࢀࠊ⏕άྍḞ࡞ᨭฟࡽ⏕άࢆ㇏ࡍࡿᨭฟࡢࢩࣇࢺࡸࠊ ᾘ㈝ᨭฟࡀࠕ㔞ⓗᣑࠖࡽࠕ㉁ⓗᨵၿࠖྥ࠺ࡇక࠸ࠊᾘ㈝⾜ືࡢኚࡀணࡉ ࢀ㸦୕ᑿ 2012㸧ࠊేࡏ࡚ὀどࡋ࡚࠸ࡃᚲせࡀ࠶ࡿࠋ ࡇࡢࡼ࠺ࠊ୰ᅜࡢつᶍ࡛ከᵝ࡞ᕷሙ࠾࠸࡚ࡣࠊᣑࡀ㢧ⴭணࡉࢀ࡚࠸ࡿ࣎ࣜ ࣮࣒ࣗࢰ࣮ࣥຍ࠼ࠊᐩ⿱ᒙࡸ BOP ࡢᏑᅾࡀ᪥⣔ᴗࢆ࣮࣒࣎ࣜࣗࢰ࣮ࣥ≉ࡋࡓᡓ ␎ࢆ᥇ࡾ࡙ࡽࡃࡋ࡚࠸ࡿࡳࡽࢀࡿࠋࡋࡋ࡞ࡀࡽࠊᚑ᮶ࡢ᪥⣔ᴗࡢࢱ࣮ࢤࢵࢺ࡛࠶ࡿ ᐩ⿱ᒙࡢᏑᅾࡣࠊ᪥⣔ᴗࡢᚑ᮶ࡢᡓ␎ࢆ⥅⥆࡛ࡁࡿྍ⬟ᛶࡀ࠶ࡿ୍᪉࡛ᾘ㈝ࡀ㣬≧ែ ධࡾࡘࡘ࠶ࡿࠋࡲࡓࠊᾘ㈝ࡲࢃࡍవ⿱ࡢ࡞࠸ BOP ᒙẚ㍑ࡍࡿࠊ୰ᅜࡢ࣮࣎ࣜࣗ ࣒ࢰ࣮ࣥࡣࠊᙼࡽࡢྍฎศᡤᚓࢆᐩ⿱ᒙࡸ BOP ᒙࡢᾘ㈝⪅ࡼࡾࡶከࡃᾘ㈝ࡋࡼ࠺ࡍࡿ ഴྥࡀ࠶ࡿ㸦Yan 2006㸧ࡓࡵࠊࡸࡣࡾ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡀᡓ␎࠾࠸࡚㔜せ࡞⨨ࢆ༨ ࡵࡿࡇኚࢃࡾࡣ࡞࠸࠸࠼ࡿࠋ ࡇ࠺ࡋࡓ࣮࣒࣎ࣜࣗࢰ࣮ࣥ௨እࡢᕷሙࡢᏑᅾࡸ๓㏙ࡋࡓ୰ᅜࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᐃ⩏ ࡸᣦᶆ㛵ࡍࡿㄢ㢟ࠊᆅᇦືྥ㛵ࡍࡿၥ㢟➼㛵㐃ࡋ࡚ࠊḟࡢࡼ࠺࡞ලయⓗ࡞⤒Ⴀㄢ㢟 108 『中国経営管理研究』第10号 ࡀලయⓗ⪃࠼ࡽࢀࡿࠋࡲࡎ➨ 1 ࠊ᪥⣔ᴗࡀ⌧ᆅᕷሙࡢࢽ࣮ࢬࢆᢕᥱࡋࡁࢀ࡚࠸࡞࠸ࠋ ࡘࡲࡾࠊ᪥⣔ᴗࡢከࡃࡣ〇ရ㛤ⓎᣐⅬࢆ᪥ᮏ࠾࠸࡚࠸ࡿࡓࡵࠊᕷሙ〇ရࡢ࣑ࢫ࣐ࢵ ࢳࡀ⏕ࡌ࡚࠸ࡿ㸦᪂Ꮿࠊኳ㔝 2009㸧ࠋ➨ 2 ࠊ᪥⣔ᴗࡢከࡃࡀಶࠎࡢ⤒Ⴀุ᩿ࢆ᪥ᮏࡢ ᮏ♫౫Ꮡࡋ࡚࠾ࡾࠊពᚿỴᐃࡢࢫࣆ࣮ࢻࡢ㠃࡛ࡶ⌧ᆅᴗࡸࡢ᪂⯆ᅜᴗ㐜ࢀࢆ ࡗ࡚࠸ࡿ㸦᪂୰㛫ᒙ⋓ᚓᡓ␎◊✲ᡤ 2012㸧ࠋ➨ 3 ࠊ୰ᅜᆅሙᴗࡸࡢ᪂⯆ᅜᴗẚ ࠊ౯᱁㠃࡛ࡶᑐᛂ࡛ࡁ࡚࠸࡞࠸࠺࠼ࠊᢏ⾡㛤Ⓨࡢࢫࣆ࣮ࢻࡢ㏿࠸㟁Ꮚᶵჾ࡞ࡢ⏘ᴗ ࠾࠸࡚ࡣ౯᱁ୗⴠࡸࢥࣔࢹࢸࡀ㐍⾜ࡋ࡚࠸ࡿ㸦JBIC ࢺࣆࢵࢡࢫ 2010㸧ࠋࡉࡽࠊ ⤒Ⴀᒙࡢࢥ࣑ࢵࢺ࣓ࣥࢺ㊊ࠊࡇࢀࡲ࡛୰ᅜࢆ㍺ฟࡢ⏕⏘ᣐⅬࡋ࡚⨨࡙ࡅ࡚ࡁࡓࡇ ࡼࡿேᮦࡸ⤌⧊ࡢ⌧ᆅࡢ㐜ࢀࠊ୰ᅜ࠾ࡅࡿ⤒Ⴀ㈨※㊊ࡸ⌧ᆅࡢࢽ࣮ࢬᑐᛂ࡛ ࡁࡿ⤒Ⴀࣉࣛࢵࢺࣇ࢛࣮࣒ࡢᮍᩚഛ㸦Walters et al. 2010; ᰓ 2003㸧ຍ࠼ࠊ๓㏙ࡋࡓ୰ ᅜᕷሙࡢ☜ᐇᛶ㏱᫂ᛶ࡞ࡉࡲࡊࡲ࡞せᅉࡀ㔜࡞ࡾࠊ᪥⣔ᴗࡣ࣮࣒࣎ࣜࣗࢰ࣮ࣥ ࡛ⱞᡓࢆᙉ࠸ࡽࢀ࡚࠸ࡿࡢ࡛࠶ࡿࠋ Ϭ࣮࣒࣎ࣜࣗࢰ࣮ࣥ〇ရᡓ␎ࡢ⪃ᐹ ࣮࣒࣎ࣜࣗࢰ࣮ࣥ〇ရᡓ␎ࣔࢹࣝࡢ⌮ㄽⓗ⪃ᐹ ୰ᅜྥࡅࠊࡉࡽࡣᣑࡋ࡚࠸ࡃ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥྥࡅࡢࡶࡢ࡙ࡃࡾ࠾࠸࡚ࡣࠊ ⌧ᆅ⤌⧊⬟ຊࢆᵓ⠏ࡍࡿࡇࠊሗ㞟ࡸ⏬࣭㛤ⓎᣐⅬࢆタ⨨ࡋࠊᕷሙࡽࡢሗࢆ ㎿㏿྾ࡋࠊࡑࢀࡽࢆ࣮࣋ࢫၟရࡸࣅࢪࢿࢫࢩࢫࢸ࣒ࢆ⏬ࡍࡿ࡞㸦᪂Ꮿࠊኳ㔝 2009㸧ࠊᚑ᮶ࡢඛ㐍ᅜྥࡅࠊࣁ࢚ࣥࢻྥࡅࡣ㐪࠺ࡶࡢ࡙ࡃࡾࡀᚲせ࡞ࡗ࡚࠸ࡿࠋ୰ ᅜࢆྵࡴࠊ᪂⯆ᅜ࡛ࡢࡶࡢ࡙ࡃࡾ㛵ࡍࡿ௦⾲ⓗ࡞⌮ㄽࢡࣜࢫࢸࣥࢭࣥࡢ“◚ቯⓗࣀ ࣮࣋ࢩࣙࣥ”ㄽ㸦Christensen 1997;2003;2012;Chiristensen et al.2004;2008㸧ࡀ࠶ࡿࠋᮏ✏ ࡛ࡣࡇࢀᇶ࡙ࡁࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥ〇ရᡓ␎ࣔࢹࣝ㸦ᅗ⾲ 10㸧ࢆᥦࡋࠊࢆ⏝࠸ ࡚ㄽࡌࡿࠋ ᚑ᮶ࠊ᪥⣔ᴗࡣࠊ᭱ࡶせồࡢཝࡋ࠸㢳ᐈࠊࡘࡲࡾࠊఱࡽࡢḟඖ࠾ࡅࡿᛶ⬟ྥୖ 㸦࠼ࡤࠊ㏿࠸ࢫࣆ࣮ࢻࠊᑠࡉ࡞ࢧࢬࠊ㧗࠸ಙ㢗ᛶ࡞㸧ᑐࡋ࡚ࠊᑐ౯ࢆᨭᡶ࠺ព㆑ ࡀ࠶ࡿ㢳ᐈࢆ᭱ࡶ㔜どࡋࠊࡑࡢᕷሙ࠾࠸࡚᭱ࡶ㨩ຊⓗ࡛ࠊ᭱ࡶ┈ᛶࡢ㧗࠸㢳ᐈᒙ࠾ ࠸࡚ࠊ᪤Ꮡࡢࣉࣟࢭࢫࡸࢥࢫࢺᵓ㐀ࢆάࡋࠊ⌧ᅾࡢ➇தຊࢆ⥔ᣢࡲࡓࡣᨵၿࡍࡿࡇ࡛ࠊ ᛶ⬟ࢆ᪂ⓗࡘ⏬ᮇⓗྥୖࡉࡏࡿࠕᣢ⥆ⓗࣀ࣮࣋ࢩࣙࣥࠖࢆ⾜ࡗ࡚ࡁࡓࠋࡇࡢࠕᣢ ⥆ⓗࣀ࣮࣋ࢩࣙࣥࠖࡣᚑ᮶〇ရࡼࡾࡶඃࢀࡓᛶ⬟ࠊせồࡢཝࡋ࠸ࣁ࢚ࣥࢻ㢳ᐈྥࡅ ࡼࡾⰋ࠸〇ရࢆసࡾࠊ᪤Ꮡࡢࣉࣟࢭࢫࡸࢥࢫࢺᵓ㐀ࢆά⏝ࡋࠊ⌧ᅾࡢඃᛶࢆ༑ศά 109 ボリュームゾーンと日系企業戦略 ࡋ┈⋡ࡢᨵၿࡸ⥔ᣢࡋ࡚࠸ࡃࡶࡢ࡛࠶ࡿ㸦࠼ࡤࠊChiristensen 2003ࠊ38-40 ࣮࣌ࢪ㸧ࠋ ࠕᣢ⥆ⓗࣀ࣮࣋ࢩࣙࣥࠖ㸦┤⥺ A㸧ࡢഴࡁࡀᕷሙࡢືྥ㸦┤⥺ CDE㸧ࡼࡾࡶᛴ࡞ࡗ ࡚࠸ࡿࡇࡣࠊᴗࡢࣀ࣮࣋ࢩࣙࣥࡢࢫࣆ࣮ࢻࡀேࠎࡢ⏕άࡀࡑࡢࣀ࣮࣋ࢩࣙࣥࢆࣇ ࣝά⏝࡛ࡁࡿࡼ࠺ࡍࡿኚࡍࡿࢫࣆ࣮ࢻࡼࡾࡶ㏿ࡃ࡞ࡗ࡚࠸ࡿࡇࢆ♧ࡋࠊࠕᣢ⥆ⓗ ࣀ࣮࣋ࢩࣙࣥࠖࡀྛᕷሙࡢືྥࢆ㉸࠼ࡓⅬ㸦Ⅼ ACࠊADࠊAE㸧࡛ࠊࡑࢀࡒࢀࡢᕷሙ ࡗ࡚㐣࡞㛤Ⓨࡸᛶ⬟ࡢ⾜ࡁ㐣ࡂ࠸࠺≧ែࡀ⏕ࡌ࡚࠸ࡿࠋࡇࢀࡣࠊᴗࡣᕷሙࡢࣁ ࢚ࣥࢻᒙ࠸࡚ࡲࡔ‶㊊ࡋ࡚࠸࡞࠸㢳ᐈࢆࢱ࣮ࢤࢵࢺࡋ࡚ࡼࡾ㧗࠸┈⋡࡛ࢀࡿࡼࡾ Ⰻ࠸〇ရࢆసࢁ࠺ࡋ࡚࠸ࡿࡽ࡛࠶ࡿ㸦࠼ࡤࠊChiristensen 2003ࠊ38-39 ࣮࣌ࢪ㸧ࠋ ᅗ⾲ 10 ࣮࣒࣎ࣜࣗࢰ࣮ࣥ〇ရᡓ␎ࣔࢹࣝ ฟᡤ㸸Christensen (1997;2003;2012);Chiristensen et al.(2004;2008); Yu and Hang (2010); Ray and Ray (2011); ኳ㔝㸦2011㸧࡞ࢆཧ⪃ⴭ⪅సᡂࠋ ୍᪉࡛ࠊࠕ◚ቯⓗࣀ࣮࣋ࢩࣙࣥࠖ㸦┤⥺ B㸧ࡣࠊ⌧ᅾᡭධࡿ〇ရࡣඃࢀ࡚࠸࡞࠸ 〇ရࡔࡀࠊప౯᱁࡛ࠊࢩࣥࣉ࡛ࣝࠊ౽࡞ࠊ࠸ᡭࡢⰋ࠸〇ရࢆၟရࡍࡿࡇ࡛ࠊከ ࡃࢆồࡵ࡞࠸ࠊᛶ⬟ࡀຎࡗ࡚ࡶࡼ࠸௦ࢃࡾࠊࡑࢀ┦ᛂప౯᱁࠸࠺ぢ㏉ࡾࢆᚓࡿ࠸ ࠺せồࡀࡑࢀཝࡋࡃ࡞࠸㢳ᐈ㐜࠸ࢫࣆ࣮ࢻࠊࡁ࡞ࢧࢬࠊప࠸ಙ㢗ᛶ࡞㨩 ຊⓗ࡞〇ရࢆᥦ౪ࡍࡿࡶࡢ࡛࠶ࡿࠋࡇࢀࡣࠊ☜❧ࡋࡓᕷሙࡢ᪤Ꮡ㢳ᐈࡼࡾⰋ࠸〇ရࢆᥦ 110 『中国経営管理研究』第10号 ౪ࡍࡿ࠸࠺ࠕᣢ⥆ⓗࣀ࣮࣋ࢩࣙࣥࠖࡢ㌶㊧ࢆ◚ቯࡋࠊᐃ⩏ࡍࡿࡶࡢ࡛࠶ࡿࠋࡲࡓࠊ ࡇࡢࠕ◚ቯⓗࣀ࣮࣋ࢩࣙࣥࠖࡣ᪂ࡋ࠸ᕷሙࠊࡾࢃࡅ࣮࢚ࣟࣥࢻᕷሙ࠾࠸࡚ᒎ㛤ࢆጞ ࡵࡿࠊᨵⰋࡢࢧࢡࣝࡀጞࡲࡾࠊᢏ⾡㐍Ṍࡢ࣮࣌ࢫࡀ㢳ᐈࡢ⏝⬟ຊࢆୖᅇࡿࡓࡵࡣ ௨๓ࡣ༑ศࡔࡗࡓᢏ⾡ࡀ༑ศྥୖࡍࡿࡇ࡛ࠊࡼࡾཝࡋ࠸㢳ᐈࡢࢽ࣮ࢬࢆ‶ࡓࡍࡇ ࡛ࠊ᪤Ꮡᴗࢆ⁛ࡰࡍ㌶㐨ࡾࠊࠕ◚ቯ⪅ࠖ࡞ࡿ㸦࠼ࡤࠊChiristensen 2003ࠊ38-42 ࣮࣌ࢪ㸧ࠋ ࠕᣢ⥆ⓗࣀ࣮࣋ࢩ࡛ࣙࣥࠖᨷ␎ࡍࡿࡇࡀ࡛ࡁࡿࣁ࢚ࣥࢻᕷሙࡢ㢳ᐈࡸᢞ㈨ᐙὀ ຊࡋ࡚࠸ࡿᴗࡗ࡚ࠊ㈨※౫Ꮡࡢ⌮ㄽࡽࡶ᪤Ꮡࡢࣁ࢚ࣥࢻᕷሙ⮬♫ࡢ⤒Ⴀ㈨※ ࢆ౫Ꮡࡉࡏ࡚࠾ࡾࠊࡑࡢࡢ࣮࢚ࣟࣥࢻࡸ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢ㈨※㓄ศࡀ㞴ࡋ࠸≧ἣ ࠶ࡿ㸦Christensen 1997;2003;2012;Chiristensen et al.2004;2008㸧ࠋ᪥⣔ᴗࡣࠊᚑ᮶ࡢ㈨ ※㓄ศࣉࣟࢭࢫࡼࡗ࡚ࠕᣢ⥆ⓗࣀ࣮࣋ࢩࣙࣥࠖὀຊࡋࠊᖖࣁ࢚ࣥࢻᕷሙࢆ┠ᣦ ࡋ࡚࠸ࡿࡓࡵࠊࠕ◚ቯⓗࣀ࣮࣋ࢩࣙࣥࠖࡣᵓ㐀ⓗᑐᛂ࡛ࡁࡎࠊࡲࡓ࣮࢚ࣟࣥࢻᕷሙ ࡞᪂ࡓ࡞ᕷሙࢆ㛤ᣅࡋࡼ࠺ࡍࡿពḧࡣࡰ࡞࠸ࡳࡽࢀࡿࠋ ࡇ࠺ࡋࡓ≧ἣࡀ⌧ᅾࡢ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥᕷሙ࠾࠸࡚⏕ࡌ࡚࠸ࡿࠋ◚ቯⓗࣀ࣮࣋ ࢩࣙࣥࡼࡗ࡚సࡾฟࡉࢀࡓ◚ቯⓗ࡞〇ရࡀ࣮࢚ࣟࣥࢻᕷሙ࡛ᡂຌࢆࡵࡿࠊᨵⰋࡢࢧ ࢡࣝࡀጞࡲࡾࠊࡑࡢᢏ⾡㐍Ṍࡢ࣮࣌ࢫࡀ㢳ᐈࡢ⏝⬟ຊࢆୖᅇࡿࡓࡵࠊࡑࢀࡲ࡛ࡣ ศࡔࡗࡓᢏ⾡ࡀ༑ศྥୖࡋࠊࡼࡾせồࡢཝࡋ࠸㢳ᐈࡢࢽ࣮ࢬࢆ‶ࡓࡍࡼ࠺࡞ࡿࠋᚑ᮶ ࡢࠕᣢ⥆ⓗࣀ࣮࣋ࢩࣙࣥࠖࡼࡿᴗᒎ㛤ࢆ⾜࠺᪥⣔ᴗࡣࠊᣢ⥆ⓗࣀ࣮࣋ࢩࣙࣥ ࠾ࡅࡿᡓ࠸࡛ࡣࡰᚲࡎࢆࡵࡿࡀࠊࠕ◚ቯⓗࣀ࣮࣋ࢩࣙࣥࠖࡼࡗ࡚Ⓨᒎ࣭ᡂ 㛗ࡋ࡚ࡁࡓ୰ᅜᆅሙᴗࡸ㡑ᅜࠊྎ‴ᴗ࡞ࡀຊࢆࡶࡕࠊࡇ࠺ࡋࡓ᪂⯆ᴗࡢྎ㢌ࡀ᪥ ⣔ᴗࡸᴗ⏺࠾ࡅࡿᴗᑐࡋ࡚ࠕ◚ቯ⪅ࠖⓗ࡞Ꮡᅾ࡞ࡗ࡚࠸ࡿ㸦࠼ࡤࠊ Chiristensen 2003ࠊ41 ࣮࣌ࢪ㸧ࠋ୍⯡ⓗࠊ୰ᅜᆅሙᴗࢆࡣࡌࡵࡍࡿ᪂⯆ᅜᴗࡣࠊ ͆ప౯᱁ࠊᑠつᶍ࣭ᑠᆺࠊ༢⣧࡞ᶵ⬟͇ࢆ㔜どࡋࠊࡉࡽ┬࢚ࢿࡸ⎔ቃ㓄៖࡞ࡢせ⣲ࢆ ྵࡴ࣮࣒࣎ࣜࣗࢰ࣮ࣥྥࡅ〇ရࢆ㛤Ⓨྲྀࡾ⤌ࢇ࡛࠸ࡿࠋࡑࡋ࡚ࠊつᶍࡢ⤒῭ࡼࡾ౯᱁ ࢆᘬࡁୗࡆࠊ┈ࢆ☜ಖࡋࠊࡉࡽ㛗ᮇⓗ࡞㛤Ⓨᢞ㈨ࡋ࡚࠸ࡃ࠸࠺ࣔࢹ࡛ࣝࠊ࣎ࣜࣗ ࣮࣒ࢰ࣮࡛ࣥᡂຌࢆࡵ࡚࠸ࡿࡳࡽࢀࡿࠋᡂຌᚋࡣࠊࣁ࢚ࣥࢻᕷሙࡸඛ㐍ᅜᕷሙ 㐍ฟࡋ࡚࠸ࡃ࠸࠺ᙧࡀ୍⯡ⓗ࡞ࡗ࡚࠸ࡿࠋࡍ࡛ࠊ୰ᅜᆅሙᴗࡶྵࡵࡓྛᅜࡢከ ᅜ⡠ᴗࡀ୰ᅜࡢෆ㟂ࢆ୍ᒙ㔜どࡍࡿഴྥ࠶ࡾࠊᚋ➇தࡀࡉࡽ⃭ࡋ࡚࠸ࡃ୰ᅜ࣎ ࣮࣒ࣜࣗࢰ࣮ࣥᕷሙ࠾࠸࡚ࠊ᪥⣔ᴗࡀࡕᢤ࠸࡚࠸ࡃࡓࡵࡣࠊ᪥⣔ᴗࡶࠕ◚ቯⓗ ࣀ࣮࣋ࢩࣙࣥࠖࡼࡿᡓ␎ࢆ᥇ࡿᚲせࡀ࠶ࡿࡳࡽࢀࡿࠋ 111 ボリュームゾーンと日系企業戦略 㸬୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥ〇ရᡓ␎ࡢ⌮ㄽⓗศᯒ ௨ୖࡢ㆟ㄽࢆูࡢゅᗘࡽࡲࡵࡿࠊࠕ◚ቯⓗࣀ࣮࣋ࢩࣙࣥㄽࠖᇶ࡙ࡃ୰ᅜᕷሙ ࡢ〇ရᡓ␎ࡋ࡚ࡣࠊ4 ࢱࣉ㸹㸦1㸧ࣁ࢚ࣥࢻ≉ᡓ␎ࠊ㸦2㸧ࢵࣉࢢ࣮ࣞࢻᡓ␎ࠊ㸦3㸧 ࢲ࢘ࣥࢢ࣮ࣞࢻᡓ␎ࠊ㸦4㸧࣮࢚ࣟࣥࢻ≉ᡓ␎ࡀ⪃࠼ࡽࢀࡿ㸦ᅗ⾲ 10㸧ࠋ ࣁ࢚ࣥࢻ≉ᡓ␎ ࣁ࢚ࣥࢻ≉ᡓ␎ࡣࠊࠕࣁ࢚ࣥࢻ≉ࡋࠊ࣮࢚ࣟࣥࢻࡣ࠶ࡁࡽࡵࡿࠖ࠸࠺ࠊᕪ ูᡓ␎ࡢᇶᮏࣃࢱ࣮࡛ࣥ࠶ࡿ㸦࠼ࡤࠊ᪂Ꮿࠊኳ㔝 2009ࠊ14 ࣮࣌ࢪ㸧ࠋ୍⯡ⓗ᪥⣔ ᴗඃࡀ࠶ࡿࡉࢀࠊ᭱ࡶᗈࡃ㏣ཬࡉࢀ࡚࠸ࡿᡓ␎࡛࠶ࡿࠋࣁ࢚ࣥࢻ≉ᡓ␎࠾ ࠸࡚ࡣࠊ᪥ᮏࡽࡢ㍺ฟ࡛ᑐᛂࡍࡿࡇࡀྍ⬟࡛࠶ࡿࠋࢀ⾜ࡁḟ➨࡛ࡣࠊ⌧ᆅ〇㐀ᣐ Ⅼࢆタ❧ࡋࠊ⌧ᆅࡢࢽ࣮ࢬࢆ‶ࡓࡍព࡛ࡶࠊ㈍⥙ࢆᣑࡋ࡚࠸ࡃࡇ࡛ࠊ㍺ฟࡼࡾࡶ ప౯᱁࡛㈍ࡍࡿࡇࡀྍ⬟࡞ࡾࠊࣁ࢚ࣥࢻᕷሙ࡛ࡢࢩ࢙ࢆ⋓ᚓࡍࡿࡇࡀ࡛ࡁࡿࠋ ࡑࡢ࡞࡛ࠊ⮬♫ᅛ᭷ࡢࣀ࢘ࣁ࢘ࢆᇶ〇ရࢆࡾฟࡋࠊࡑࡢ౯᱁ࢆ࣐࣮ࢣࢸࣥࢢάື ࡞࡛㢳ᐈാࡁࡅࡿࡇࡀ㔜せࡉࢀࡿࠋࡇࡢᡓ␎ࡀᐩ⿱ᒙ㸦Ⅼ AE㸧ࡸ࣮࣒࣎ࣜࣗ ࢰ࣮ࣥ㸦Ⅼ AD㸧࡛㏻⏝ࡍࡿ⫼ᬒࡣࠊ୰ᅜᕷሙࡢ㧗ᗘࡀ࠶ࡿࠋ୰ᅜࡢࣁ࢚ࣥࢻᕷሙ ࠾࠸࡚ࠊᾘ㈝⪅ࡣ᪥ᮏ୪ࡳࡢ⏕άࢆࡋࠊᾘ㈝⪅ࡢࢽ࣮ࢬࡶඃࢀࡓ〇ရࠊᏳᚰ࣭Ᏻࠊ⎔ ቃࡸࡉࡋ࠸࡞᪥ᮏྠࡌࡶࡢ࡛࠶ࡾࠊ᪥ᮏࡢ〇ရࡀࡑࡢࡲࡲ㏻⏝ࡍࡿᕷሙࡳࡽࢀࡿࠋ ࡋ ࡋ ࡞ ࡀ ࡽ ࠊ ࣎ ࣜ ࣗ ࣮ ࣒ ࢰ ࣮ ࣥ ࡗ ࡚ ࠊ ࡑ ࡢ ရ ㉁ ࡣ ࠕ 㐣 ရ ㉁ ࠖ㸦 ᪂ Ꮿ ࠊ ኳ 㔝 2009㸧ࠊࡘࡲࡾရ㉁ࡣⰋ࠸ࡀࠊ౯᱁ࡀ㧗ࡍࡂࠊ≉Ṧ࡞ᕷሙ࡛ࡋᡂࡾ❧ࡓ࡞࠸ࡳࡽࢀࡿ ࡀࠊ୍║ࣞࣇ࣓࢝ࣛ⏘ᴗࡣࠊࣁ࢚ࣥࢻၟရࡀ࣮࣒࣎ࣜࣗࢰ࣮࡛ࣥࡶᡂຌࡋ࡚࠸ࡿ୍࡛ ࠶ࡿࠋ ୍║ࣞࣇ࣓࢝ࣛᕷሙ࠾࠸࡚ࠊ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡣඛ㐍ᅜ㟂せ≉ᛶࡣࡁ࡞㐪 ࠸ࡣ࡞ࡃࠊୡ⏺ⓗྠᶵ✀ࡀ㈍ࡉࢀࠊẚ㍑ⓗ㧗౯࡞ᶵ✀ࡢ㟂せࡀ㧗ࡲࡗ࡚࠸ࡿࠋ࢟ࣕࣀ ࣥࡣࠊ୍║ࣞࣇ࣓࢝ࣛࡢධ㛛ᶵࡢࡾୖࡆࡀఙࡧ࡚࠾ࡾࠊࢹࢪࢱ࣓ࣝ࢝ࣛࡢධ㛛⪅ࡶ࠸ࡁ ࡞ࡾࢹࢪࢱ୍ࣝ║ࣞࣇࢆồࡵࡿᒙࡀቑຍഴྥ࠶ࡿ㸦࢟ࣕࣀ࣮࣒࣮ࣥ࣍࣌ࢪ㸧ࠋࡲࡓࠊ࢜ ࣜࣥࣃࢫ࠾࠸࡚ࡶࠊ࣑࣮ࣛࣞࢫ୍║ࣞࣇ㧗౯᱁ᖏࢥࣥࣃࢡࢺ㞟୰ࡍࡿ᪉㔪ᇶ࡙ࡁࠊ ୰ᅜࡢ῝ᆆᕤሙ᭱᪂ࡢ⏕⏘ᢏ⾡ࢆᢞධࡋࠊᚭᗏⓗ࡞⏕⏘ᛶࡢྥୖྲྀࡾ⤌ࢇ࡛࠸ࡿࠋࡲ ࡓ ࠊ ຍ ౯ ್ ࡢ 㧗 ࠸ 㙾 ᯟ ࡸ ࣞ ࣥ ࢬ 〇 㐀 㞟 ⣙ ࡋ ࠊ ⤌ ❧ ᕤ ⛬ ࡶ OEM 㸦 Original Equipment Manufacturerࡸ EMS㸦Electronics Manufacturing Service㸧ࢆ✚ᴟⓗά⏝ࡋ 㸦࢜ࣜࣥࣃࢫ࣮࣒࣮࣍࣌ࢪ㸧ࠊ୰ᅜᕷሙࡢᐩ⿱ᒙຍ࠼࣮࣒࣎ࣜࣗࢰ࣮ࣥࡶᑐᛂࡍࡿࡇ 112 『中国経営管理研究』第10号 ࡀ࡛ࡁ࡚࠸ࡿࠋ ࢵࣉࢢ࣮ࣞࢻᡓ␎ ࢵࣉࢢ࣮ࣞࢻᡓ␎ࡣࠊBOP ᕷሙ࣮࣒࣎ࣜࣗࢰ࣮ࣥᕷሙࢆࢱ࣮ࢤࢵࢺࡋࡓࡶࡢ࡛ ࠶ࡿࠋᕷሙࡢ➇த⃭ࢆཷࡅࠊᚑ᮶ࡢ㧗౯᱁ᖏࡢࢩࣇࢺ࡛ࡣ࡞ࡃࠊᆅሙᴗᚭᗏⓗ ᡓ࠺ࡇ࡛ᕷሙࢩ࢙ࢆ☜ಖࡋࡼ࠺࠸࠺ࡶࡢ࡛ࠊᚭᗏࡋࡓప౯᱁ᡓ␎ࡀ᥇ࡽࢀࡿࠋࡑࡢ ࡓࡵࠊရ㉁ࢆぢษࡗࡓ࣮࢚ࣟࣥࢻࡢࡓࡵࡢᑓ⏝ࣔࢹࣝࢆ㛤Ⓨࠊᢞධࡋࠊ㈨※ᡓ␎ࡋ࡚ࡶ ⫹࡞ᒎ㛤ࢆᐇ⾜ࡋ࡚࠸ࡿࡇࡀከ࠸㸦࠼ࡤࠊ᪂Ꮿࠊኳ㔝 2009㸧ࠋࡇࢀࡣࠊࡶࡶ ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆࢱ࣮ࢤࢵࢺ㸦Ⅼ BD㸧ᑓ⏝ࣔࢹࣝࢆప౯᱁࡛ᒎ㛤ࡋࡓࡶࡢ࡛࠶ࡾࠊ ࢀ➽ࡢရ㉁౯᱁ࡢ⤌ࡳྜࢃࡏ࡛࠶ࡿࠕ㐺ᛶရ㉁ࠖ㸦᪂Ꮿࠊኳ㔝 2009㸧ࠊࡘࡲࡾࠊ୰ ࣞ࣋ࣝࡢရ㉁ࠊ౯᱁ࡢ〇ရ࡛᭱ࡶࡁ࡞ࡾୖࡆࢆ㐩ᡂ࡛ࡁࡿࡶࡢ࡛࠶ࡿࠋࡑࡋ࡚ࠊࡇࡢ ᡓ␎࡛ࡢᡂຌᚋࡣࡑࡢࡲࡲࣁ࢚ࣥࢻᕷሙ㐍ฟࡍࡿ㸦Ⅼ BE㸧ࠊ㧗࠸ᛶ⬟ࡢ〇ရࢆ㧗 ࠸౯᱁࡛㈍ࡋࠊ┈ࢆᚓࡿ࠸࠺ᡓ␎࡛࠶ࡿࠋ ᪥⣔ᴗࡢࢵࣉࢢ࣮ࣞࢻᡓ␎ࡢࡋ࡚ࠊ㈨⏕ᇽࡢࠕZa㸦ࢪ࣮࢚࣮㸧ࠖࣈࣛࣥࢻࡀ ࠶ࡿࠋⓎᙜึࡣࠊ㍺ධࣈࣛࣥࢻࠕ࢜ࣉࣞࠖࢆ୰ᚰᐩ⿱ᒙࢆࢱ࣮ࢤࢵࢺᒎ㛤ࡋ࡚࠸ ࡓࡀࠊ90 ᖺ௦ᮎࡽ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢ㉎㈙ពḧࡢ㧗ࡲࡾࢆཷࡅࠊ୰ప౯᱁ࡢࣈࣛࣥࢻ 㛤Ⓨࡢᚲせᛶࢆㄆ㆑ࡋࠊ1997 ᖺ᪂ࡓࠕZaࠖၟရࢆᢞධࡋࡓࠋ㈨⏕ᇽࡢྡࢆෙࡉ࡞࠸ ࡇࡢ Za ࡣࠊࣃࢵࢣ࣮ࢪࡸࡾሙࡢࢧࣥ㈨⏕ᇽࡢᩥᏐࡣ୍ษ࡞ࡃࠊ࠸ࢃࡤࠕ࢘ࢺ࢜ ࣈ㈨⏕ᇽၟရ࡛ࠖ࠶ࡗࡓࠋ㈍ࢳࣕࢿࣝࡶ᪤Ꮡࡢࢳࣕࢿࣝ➇ྜࡋ࡞࠸ࡼ࠺ࠊࢻࣛࢵࢢࢫ ࢺࠊᆅ᪉㒔ᕷࡢⓒ㈌ᗑࠊ⢝ရᗑ࡞ࢆయᒎ㛤ࡋ࡚ࡁࡓࠋ࢜ࣉࣞࢆ㈍ࡍࡿⓒ㈌ᗑ ࠾࠸࡚ࡶࠊ࢜ࣉࣞࡣ㸯㝵ࠊZa ࡣ 2 㝵ࡸ 3 㝵ࡢࣖࣥࢢࣇࢵࢩࣙࣥࡢࣇ࡛ࣟࠊ࢜ࣉࣞ ࡣᑐ㠃ᘧ࡞ࡢᑐࡋࠊZa ࡣࣁ࣮ࣇࢭࣝࣇ᪉ᘧ࡛ࠊ࢜ࣉࣞࡣࢫ࣮ࢶࠊZa ࡣ࢝ࢪࣗࣝ࡞ࣃ ࣥࢶࣝࢵࢡ࠸ࡗࡓࡼ࠺ࠊࡃ㐪࠺ࢥࣥࢭࣉࢺࡢၟရࡽ㈍᪉ἲࡲ࡛ࡀᚭᗏࡉࢀࠊᚑ ᮶ࡢ㈨⏕ᇽࡢ࣓࣮ࢪࡣᔂࡉ࡞࠸ࡼ࠺ࡋ࡚࠸ࡿ㸦㈨⏕ᇽ 2012㸧ࠋ ࡇࡢ Za ࡣࠊ⌧ᅾࠊࢢ࣮ࣟࣂࣝᕷሙ࠾ࡅࡿᡓ␎〇ရࡋ࡚⨨࡙ࡅࡿࠕࢢ࣮ࣟࣂ࣓ࣝ ࢞ࣈࣛࣥࢻࠖࡢ୍ࡘ࡞ࡾࠊࢪᕷሙ࡛㈍ࡋ࡚࠸ࡿࢫ࢟ࣥࢣࠊ࣓࣮࢟ࣕࢵࣉࣈࣛࣥ ࢻࡢ⥲ྜࣈࣛࣥࢻ࡛ࠊ౯᱁ᖏࡣ$10 ๓ᚋ࡛࠶ࡿࠋ2012 ᖺ 9 ᭶ࡼࡾ㡰ḟࡇࡢ Za ࣈࣛࣥࢻࡢ 19 ရ┠ 54 ရ✀㸦⛯㎸ᕼᮃᑠ౯᱁ࡀ 630 㹼1680 㸧ࡀ᪥ᮏᕷሙ࡛ࡶ㈍ࡀ㛤ጞࡉࢀ ࡿࠋࢪࡽᒎ㛤ࢆጞࡵࡓ Za ࢆ᪥ᮏᕷሙᑟධࡍࡿࡇ࡛ࠊ᪥ᮏࡢప౯᱁ᕷሙࡢᑐ ᛂࢆᙉࡋࠊ᪂つ㢳ᐈࡢ⋓ᚓୖࡆࡢᣑࢆ┠ᣦࡋ࡚࠸ࡿ㸦㈨⏕ᇽ 2012㸧ࠋࡇࡢࡼ࠺ 113 ボリュームゾーンと日系企業戦略 Za ࣈࣛࣥࢻࡣࡶࡶ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆࢱ࣮ࢤࢵࢺࠊࡑࡇࡽࢵࣉࢢ࣮ࣞࢻࡋࠊ ᚑ᮶ࡢࣁ࢚ࣥࢻᕷሙࡀὶ࡛࠶ࡿ᪥ᮏࡢ࣮࢚ࣟࣥࢻᕷሙ㐍ฟࡍࡿ࠸࠺ࣔࢹࣝࡢ୍ ࡛࠶ࡿࠋ ࢲ࢘ࣥࢢ࣮ࣞࢻᡓ␎ ࢲ࢘ࣥࢢ࣮ࣞࢻᡓ␎ࡣࠊᚑ᮶ࡢࣁ࢚ࣥࢻ≉ᡓ␎ࡼࡗ࡚ࠕ㐣ရ㉁ࠖⅬ AE࡞ ࡗࡓࡶࡢࢆࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥᕷሙྥࡅࢲ࢘ࣥࢢ࣮ࣞࢻࡉࡏࡿࡶࡢ࡛࠶ࡿ㸦┤⥺ A’ࠊ Ⅼ A’C㸧ࠋࡇࢀࡣࠊタィᇶ‽ࢆぢ┤ࡍࡇ࡛ࠊపࢥࢫࢺ㒊ရࢆ᥇⏝ࡋࠊရ㉁ࢆపୗࡉࡏࠊ 〇ရࡢᖜ࡞౯᱁పୗࢆᐇ⌧ࡋࡘࡘࠊ୰ᅜࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥ࠾ࡅࡿࠕ㐺ṇရ㉁ࠖࢆ㐩 ᡂࡍࡿࠋࡲࡓࠊࢧ࣒ࢫࣥ㟁Ꮚࡀ᥇⏝ࡋ࡚࠸ࡿࠊᇶᮏタィࡣྠࡌࡲࡲ࡛ࠊ⏝ࡍࡿ㒊ရࢆࣛ ࣥࢡศࡅࡋࠊ㧗ࣛࣥࢡ㒊ရࢆ㧗౯᱁㸦ࣁ࢚ࣥࢻ㸧ᕷሙࠊపࣛࣥࢡ㒊ရࢆప౯᱁㸦࣮ࣟ ࢚ࣥࢻ㸧ᕷሙᢞධࡍࡿ࠸࠺᪉ἲ࡛ࠊࠕయឤⰋ⋡㸦㈍ྎᩘ༨ࡵࡿࢡ࣮࣒ࣞ௳ᩘࡢ ẚ⋡㸧ࠖࢆ⊂⮬ࡢရ㉁⟶⌮ࡢᣦᶆࡋࠊࡑࢀࢆ‶ࡓࡍࣞ࣋ࣝࡢ〇ရࢆ〇㐀ࡍࡿ࠸࠺ࡶࡢ ࡛࠶ࡿ㸦᪂Ꮿࠊኳ㔝 2009㸧ࠋ୍⯡ⓗከࡃࡢ᪥⣔ᴗࡀ᥇⏝ࡋ࡚࠸ࡿࡉࢀࡿࢲ࢘ࣥࢢࣞ ࣮ࢻᡓ␎ࡘ࠸࡚ࠊࣃࢼࢯࢽࢵࢡࢆḟ❶௨㝆࡛ヲࡋࡃ⪃ᐹ࣭ศᯒࡍࡿࠋ ࣮࢚ࣟࣥࢻ≉ᡓ␎ ࣮࢚ࣟࣥࢻ≉ᡓ␎㸦┤⥺ BࠊⅬ BC㸧ࡣࠊ≉ඛ㐍ᅜᕷሙ࠾ࡅࡿ➇த⃭ࢆཷࡅࠊ ᪂⯆ᕷሙࡲࡓࡣ࣮࢚ࣟࣥࢻᕷሙ㸦┤⥺ C㸧ࢆࢱ࣮ࢤࢵࢺࡋࡓᕷሙᡓ␎࡛࠶ࡿࠋࡇࢀࡣࠊ ᚑ᮶ࡢᣢ⥆ⓗ࡞ࣀ࣮࣋ࢩࣙࣥࢆ࣮࣋ࢫࡋࡓ㧗౯᱁ᖏࡢࢩࣇࢺ࡛ࡣ࡞ࡃࠊᚭᗏࡋࡓ ప౯᱁ᡓ␎࡛࠶ࡾࠊ᪂⯆ᅜᕷሙ࡛ᕷሙࢩ࢙ࢆ༨ࡵࡿᆅሙᴗᚭᗏⓗᡓ࠺ࡇ࡛ᕷ ሙࢩ࢙ࢆ☜ಖࡋࡼ࠺࠸࠺ࡶࡢ࡛࠶ࡿࠋࡇࡢࣅࢪࢿࢫࣔࢹࣝ࠾࠸࡚ࡣࠊ㐠Ⴀ㠃ࡲࡓ ࡣ㈈ᨻ㠃ࠊ࠶ࡿ࠸ࡣࡑࡢ୧㠃࠾࠸࡚ࠊ᪂ࡋ࠸ࣉ࣮ࣟࢳ࡛࠶ࡿࠋప࠸⢒┈⋡㧗࠸ ㈨⏘ά⏝⋡ࢆከᵝ⤌ࡳྜࢃࡏࡿࡇ࡛ࠊBOP ᕷሙ࡛ᚲせ࡞ప౯᱁࡛ࡶ㨩ຊⓗ࡞┈⋡ ࢆ㐩ᡂࡉࡏࡿࡇࡀᚲせ࡞ࡿ㸦Chiristensen 2003ࠊ66 ࣮࣌ࢪ㸧ࠋලయⓗࡑࢀࡣࠊရ㉁ ࢆぢษࡗࡓᑓ⏝ࣔࢹࣝࢆ㛤Ⓨࡋࠊᢞධࡍࡿᡓ␎࡛࠶ࡾࠊရ㉁ࡣ࣮࣒࣎ࣜࣗࢰ࣮ࣥᕷሙ ᑐࡋ࡚ࡣ͆㐣ᑠရ㉁㸦ရ㉁ࡀపࡍࡂ࡚⢒ᝏရࠋ≉Ṧ࡞ᑠつᶍᕷሙ࡛ࡋᕷሙࢩ࢙ࢆ⋓ ᚓࡍࡿࡇࡀ࡛ࡁ࡞࠸㸧͇࡞ࡗ࡚࠸ࡿࡇࡀከ࠸㸦᪂Ꮿࠊኳ㔝 2009㸧ࠋࡲࡓࠊ㈨※ᡓ␎ ࠾࠸࡚ࡶ⫹࡞ᒎ㛤ࡀᚲせࡉࢀࠊᣢ⥆ⓗࣀ࣮࣋ࢩࣙࣥࢆᨭ࠼ࡿࡓࡵタィࡉࢀࡓ ⢭⦓ࡉࢀࡓ㈨※㓄ศࣉࣟࢭࢫࢆࡶࡘᡭᴗࡗ࡚ࡣࠊᵓ㐀ⓗ◚ቯⓗࣀ࣮࣋ࢩ 114 『中国経営管理研究』第10号 ࣙࣥᑐᛂ࡛ࡁ࡞࠸࠸࠺≧ἣࡀ࠶ࡿ㸦࠼ࡤࠊChiristensen 2003ࠊ41-42 ࣮࣌ࢪ㸧ࠋࣟ ࣮࢚ࣥࢻᡓ␎ᡂຌࡋࡓᚋࡣࠊࡑࡢࡢ᪂⯆ᅜᕷሙࡲࡓࡣ࣮࢚ࣟࣥࢻᕷሙᶓᒎ㛤 ࢆࡋ࡚ࡺࡃ㸦┤⥺ B’㸧ࠋࡇ࠺ࡋࡓ࣮࢚ࣟࣥࢻ≉ᡓ␎ࡣࠊ᪥⣔ᴗ࡛᥇⏝ࡋ࡚࠸ࡿࡇ ࢁࡣ࠸ࡲࡔᑡ࡞࠸ࡳࡽࢀࡿࠋBOP ࡲࡓࡣ࣮࢚ࣟࣥࢻࡔࡅࢆࢱ࣮ࢤࢵࢺࡋ࡚࠸ࡿࡓࡵࠊ ࣮࣒࣎ࣜࣗࢰ࣮ࣥᑐࡋ࡚ࡣࠊ㐣ᑠရ㉁࡛࠶ࡾࠊᕷሙࡢࢽ࣮ࢬᛂ࠼ࡿࡇࡀ࡛ࡁ࡚࠸ ࡞࠸ࡇࡀࢃࡿࠋ BOP ࣅࢪࢿࢫࡢࡋ࡚ࡣࠊ࣋ࢫࢱࢦ࣮࣭ࣇࣛࣥࢭࣥࡢࣛࣇࢫࢺ࣮ࣟࡸ⾨⏕ၟရࡢ ࣘࢽ࣮ࣜࣂ̿ࡀ௦⾲ⓗ࡛࠶ࡿࠋ࣋ࢫࢱࢦ࣮࣭ࣇࣛࣥࢭࣥࡣ㧗ရ㉁࡞ί⨨ࢆ୰ワࡵ㎸ ࢇࡔ㣧ࡳỈί࢟ࢵࢺ࡛ࠊ4 ࢻࣝ࠸࠺ప౯᱁࡛ 3 ᖺ㛫୰㌟ࡢࡀせ࡛࠶ࡾࠊ㏵ୖᅜ ࡢࢽ࣮ࢬᛂ࠼ࡽࢀ࡚࠸ࡿ〇ရ࡛࠶ࡿࠋࣇࣜ࢝ࡸࢪ࡞ᅜ㝿ᶵ㛵ࡢᨭࡼ ࡗ࡚౪⤥ࡉࢀࠊᡂຌࡋ࡚࠸ࡿࠋࣘࢽ࣮ࣜࣂࡣࢩࣕࣥࣉ࣮ࡸὙ࡞ࢆᑡ㔞ࡢᑠ⿄ศࡅ࡚ 1 ⿄ 1~4 ࡢᏳ౯࡛ᥦ౪ࡋࠊ㎰ᮧ㒊ࡢపᡤᚓ⪅ᒙ࠾ࡅࡿ㉎㈙㞀ቨࢆゎᾘࡍࡿ࠸࠺ᡓ ␎ࢆ⏝࠸ࡓࠋ͆つᶍேཱྀᑡ㔞ẖ᪥࠺㸻㔞ᾘ㈝͇࠸࠺ᵓᅗ࡛ᕷሙࢆ☜ಖࡋࠊ ┈ᴗᡂຌࡋࡓ࡛࠶ࡿࠋ୍᪉࡛ࠊ᪥⣔ᴗ࠾࠸࡚ࡣࠊఫᏛࡢ࢜ࣜࢭࢵࢺࢿࢵ ࢺ㸦࣐ࣛࣜண㜵⏝ẅࢆ⦎ࡾࡇࢇࡔ⣒⏝ࡢ⺅ᖒ㸧ࡸ࣐ࣖࣁࡢίỈჾ࡞ࡀ࠶ࡿࡀ ࡇࡢࡼ࠺࡞ BOP ࣅࢪࢿࢫࡢཧධࡣࢇ⾜ࢃࢀ࡚࠸࡞࠸ࡢࡀ⌧≧࡛࠶ࡿ㸦⤒῭⏘ᴗ ┬ 2009;2010b㸧ࠋ BOP ᒙࡣࠊ┦ᑐⓗࡳ࡚ࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡼࡾࡶ₯ᅾⓗ࡞つᶍࡀࡁࡃࠊࡼࡾ㔜ど ࡉࢀࡿࡁ࡛࠶ࡿࡍࡿ㆟ㄽࡶ࠶ࡿࡀࠊ᪥⣔ᴗࡣࡇ࠺ࡋࡓ BOP ࣅࢪࢿࢫ࠶ࡲࡾ✚ᴟ ⓗ࡛ࡣ࡞࠸ࡳࡽࢀࡿࠋࡑࡢせᅉࡢ 1 ࡘࠊBOP ᕷሙࡢ≉ᚩ࡛࠶ࡿ≉㉁࡞♫⤒῭ࠊ⤌ ⧊࣭ᶵ㛵⎔ቃⓗ࡞≉ᚩࡀ㟂せ⫼ᬒࢆసࡗ࡚࠸ࡿࡇࡀ࠶ࡆࡽࢀࡿ㸦Ray and Ray2011㸧ࠋ ࠼ࡤࠊ㏵ୖᅜ࠾ࡅࡿ♫ㄢ㢟ࡋ࡚ࠊ༑ศ࡞⏕άᇶ┙ࡸ♫ᇶ┙࡞㉳ᅉࡍࡿ㈋ ᅔ๐ῶࠊ⾨⏕ࠊᩍ⫱ࠊỈࡸ⏕άᚲ㟂ရ࣭ࢧ࣮ࣅࢫࡢᥦ౪࡞࠾ࡅࡿㄢ㢟ࡀ࠶ࡾ㸦⤒῭⏘ ᴗ┬ 2010b㸧ࠊࡇࢀࡽࢆゎỴࡍࡿࡇࡀࣅࢪࢿࢫࢳࣕࣥࢫ࡛࠶ࡿ࠸࠺ࡢࡀ BOP ࣅࢪࢿ ࢫࡢ⪃࠼᪉࡛࠶ࡿࠋࡑࡢࡓࡵࡣࠊ᪥⣔ᴗ࠾ࡅࡿᚑ᮶ࡢ〇ရࡸࣅࢪࢿࢫ័⩦ࡑࡢࡲࡲ ⏝࠸ࡿࡔࡅ࡛ࡣ BOP ࣅࢪࢿࢫᑐᛂࡋࡁࢀࡎࠊ≉ࡉࢀࡓࣅࢪࢿࢫࢿࢵࢺ࣮࣡ࢡࡢཧ ຍࡸࡑࡢ⤌⧊ࡸࢮ࣮ࣟ࣋ࢫ࡛≉ࡋࡓ〇ရࡸࣉࣟࢭࢫࢆタィࡋ࡚࠸ࡃᚲせࡀ࠶ࡿࡉࢀ ࡚࠸ࡿࠋࡘࡲࡾࠊBOP ᒙࡢࢽ࣮ࢬࡢᢕᥱࡸ⌧ᆅࡢᅜࠊᆅᇦࠊᨻࠊᕷሙ⎔ቃ㛵ࡍࡿṇ ☜࡞ሗࡢᢕᥱࠊ⌧ᆅ⢭㏻ࡋࡓᴗィ⏬⬟ຊࡢ࠶ࡿࣃ࣮ࢺࢼ࣮ࡢ㐃ᦠࡸࠊBOP ᐇ ࠶ࡓࡾ♫ෆእࡽࡢᐖ㛵ಀ⪅ࡽࡢᢎㄆࠊᨭᣢࡢ⋓ᚓࡀᚲせ࡞ࡾ㸦⤒῭⏘ᴗ┬ 115 ボリュームゾーンと日系企業戦略 2010b㸧ࠊࡑࢀࡽ㛵㐃ࡍࡿㄢ㢟ࡸၥ㢟Ⅼࡣḟࡢࡼ࠺࡞ࡶࡢࡀ࠶ࡿࠋ ࡲࡎࠊᴗẁ㝵࠾࠸࡚ࡣࠊ◊✲㛤Ⓨᚲせ࡞ேⓗ㈨※ࠊ㈨㔠ࢆྵࡴ㈨※ࡢ☜ಖࠊ BOP ᒙࡢၨⓎࠊᩍ⫱άືࡼࡿᕷሙࡢฟࠊ⌧ᆅάື㸦⏕⏘ࠊὶ㏻ࠊ㈍࡞㸧࠾ ࡅࡿேⓗࠊ㈨㔠ⓗᣐฟࢆᢸ࠺ࣃ࣮ࢺࢼ࣮ࡢ㐃ᦠࡀᚲせ࡞ࡗ࡚ࡃࡿࠋࡲࡓࠊࡑࡢࡓࡵ ࡣࠊ〇ရࢥࢫࢺࠊᵝࡢぢ┤ࡋࠊᴗẁ㝵㸦◊✲㛤Ⓨࠊ⌧ᆅᐇドᴗ࡞㸧ࡢࢥࢫࢺ㈇ ᢸࢆ㏕ࡽࢀࠊᴗᐇࣃ࣮ࢺࢼ࣮ࡢ☜ಖࠊᴗ┠ⓗࡢඹ᭷ࠊබⓗᨭไᗘࡢຠᯝⓗά⏝ࠊ ㏵ୖᅜࡢᨻ⟇࣭ไᗘ㠃࡛ࡢㄢ㢟㸦㧗㢠࡞㛵⛯࡞㸧ࡢᑐᛂࡀ㏕ࡽࢀ࡚࠸ࡿ㸦⤒῭⏘ᴗ┬ 2010b㸧ࠋࡑࡢᚋࠊ☜❧࣭ᣑẁ㝵࠾࠸࡚ࡣࠊ⌧ᆅᨻᗓ࡞ࡽࡢᨭࠊᨭᣢࡢ⋓ᚓࠊ BOP ᒙࡢࣃ࣮ࢺࢼ࣮ࢩࢵࣉࢆ㏻ࡌࡓᴗࡢᣑࠊ」ᩘࡢᅜࠊᆅᇦࡲࡓࡀࡾྠᵝࡢ ᴗࢆᒎ㛤ࡍࡿࣃ࣮ࢺࢼ࣮ࡢ㐃ᦠࡀồࡵࡽࢀࠊࣅࢪࢿࢫࣔࢹࣝࡢຠ⋡ⓗ࡞ᶓᒎ㛤ࠊࡀ ᚲせ࡛࠶ࡾࠊᴗࡼࡿᶍೌࣜࢫࢡࡢᑐᛂࡶྠ⾜࠺ᚲせࡀ࠶ࡿ㸦⤒῭⏘ᴗ┬ 2010b㸧ࠋ ࡇࡢࡼ࠺ࡑࢀࡒࢀࡢẁ㝵࠾࠸࡚ࠊBOP ᒙ࠾ࡅࡿࣅࢪࢿࢫࡣࠊ᪥⣔ᴗࡣㄢ㢟 ࡸᠱᛕᮦᩱࢆᢪ࠼࡚࠸ࡿࡇࡀࢃࡿࠋࡑ࠺ࡋࡓせᅉࡼࡾࠊᚑ᮶ࡢࣁ࢚ࣥࢻ≉ᡓ␎ ࢆ࣮࣋ࢫࡋࡓᡓ␎ࡽẚ㍑ⓗࢩࣇࢺࡋࡸࡍ࠸ࢲ࢘ࣥࢢ࣮ࣞࢻᡓ␎ࡢ᪉ࡀࠊ᪥⣔ᴗ ࡗ࡚᥇⏝ࡋࡸࡍࡃࡋࠊ୍᪉࡛ BOP ࣅࢪࢿࢫᾘᴟⓗ࡞ࡗ࡚࠸ࡿ࠸࠼ࡿࠋ ϭࣃࢼࢯࢽࢵࢡࡢ ᨵ㠉㛤ᨺ௨㝆ࠊ୰ᅜ࡛ᴗᒎ㛤ࢆ⥅⥆ࡋ࡚ࡁࡓࣃࢼࢯࢽࢵࢡࢢ࣮ࣝࣉࡣࠊ୰ᅜᴗ ᑐࡋ࡚⏕⏘タഛࡸᢏ⾡ᥦᦠࡶ⾜ࡗ࡚࠾ࡾࠊ㛗ᖺࢃࡓࡾ୰ᅜࡢ⤒῭Ⓨᒎ࣭ᡂ㛗ࡶ㔜せ࡞ ᙺࢆᯝࡓࡋ࡚ࡁࡓࠋࡑࡢ࡞࡛ࠊ㏆ᖺ࡛ࡣࠊ୰ᅜᅜෆᕷሙྥࡅᡓ␎ࢆ≉࣮࣒࣎ࣜࣗࢰ ࣮ࣥᡓ␎⤠ࡗ࡚ὀຊࡋ࡚ࡺࡃ᪉㔪ࢆࡗ࡚࠸ࡿࡓࡵࠊᮏ✏࡛ࡣࡋ࡚ྲྀࡾୖࡆࡿࡇ ࡍࡿࠋ ࣃࢼࢯࢽࢵࢡࡢ୰ᅜᴗ ࣃࢼࢯࢽࢵࢡࡣࠊ1978 ᖺࡢᨵ㠉㛤ᨺᨻ⟇ࡢࡶࠊ㒭ᑠᖹẶࡢᯇୗ㟁ჾ࣭Ⲉᮌᕤሙࢆゼ ၥࡋࡓࡇࡽ୰ᅜᴗࢆ㛤ጞࡋࡓࠋᙜࠊ୰ᅜ࡛ࡣ㔜ᕤᴗࡽ㍍ᕤᴗࢆ㔜どࡍࡿᨻ⟇ ㌿ࡋࠊࢸࣞࣅࠊࣛࢪ࢜ࠊࣛࢪ࢝ࢭࠊὙ℆ᶵࠊ෭ⶶᗜ࡞⪏ஂᾘ㈝㈈ࡢ⇿Ⓨⓗ࡞㟂せࡀ ࠺ࡲࢀ࡚࠸ࡓ㸦బࠎᮌ 2007㸧ࠋࡇ࠺ࡋࡓ㟂せࢆ‶ࡓࡋࡓࡢࡀࠊࣃࢼࢯࢽࢵࢡࢆࡣࡌࡵࡍ ࡿ᪥⣔ᴗࡢ〇ရࡢ㍺ฟࡼࡿࡶࡢࡔࡗࡓࠋ୰ᅜࡣࡇࢀࡼࡾࠊ㍺ධ㔠㢠ࡀᛴቑࡋࠊ⏕⏘ 116 『中国経営管理研究』第10号 యไࡢᵓ⠏ࡀㄢ㢟࡞ࡗ࡚࠸ࡗࡓࠋࡑࡢࡓࡵࠊᅜᐙ㈨㔠ࢆᢞධࡋࠊᅜ᭷ᴗ〇㐀ࣉࣛࣥ ࢺࠊ〇㐀ᢏ⾡ࢆࣃࢵࢣ࣮ࢪᑟධࡍࡿᑐᛂ⟇ࢆྲྀࡾࠊ1979 ᖺࡽ 80 ᖺࡅ࡚ࠊᯇୗ ࡽࣉࣛࣥࢺタഛࢆᑟධࡋࠊ୰ᅜᴗࢆᒎ㛤ࡋ࡚࠸ࡗࡓ㸦బࠎᮌ 2007㸧ࠋࣃࢼࢯࢽࢵࢡ࠾ ࠸࡚ࡣࠊ1980 ᖺ௦࣮࢝ࣛࢸࣞࣅࡢ⤌❧ᕤሙࢆタ❧ࡋࠊ1987 ᖺ 9 ᭶ᯇୗᙬⰍ㢧ീ⟶ ᭷㝈බྖࢆிタ❧ࡋࠊ80 ᖺ௦ᚋ༙ࡣࠊVTR 㛵㐃ࡢ⤌❧ᕤሙࢆᒎ㛤ࡋ࡚࠸ࡗࡓࠋ 1992 ᖺࡽ 94 ᖺࡅ࡚ࠊ♫⩏ᕷሙ⤒῭ࡢἼࡢࡾࠊ᪥ᮏᴗࡢ୰ᅜᢞ㈨ࢆඛྲྀ ࡾࡍࡿᙧ࡛ࠊ୰ᅜᴗࡀᛴࣆࢵࢳ᥎ࡋ㐍ࡵࡽࢀࡓࠋ≉ࠊ90 ᖺ௦࠾࠸࡚ࡣࠊᯇୗ㟁 ჾࡢᾏእ⌧ᆅἲே 110 ♫ࡢ࠺ࡕ 4 ࡀ୰ᅜ㐍ฟࡋ࡚࠸ࡿࡇࡽࠊ୰ᅜᕷሙࢆ㔜どࡋ ࡓ㞟୰ⓗ࡞ᴗᒎ㛤ࡀ⾜ࢃࢀ࡚ࡁࡓࡇࡀࡳ࡚ࢀࡿ㸦ⓑỈ 2004ࠊ72-73 ࣮࣌ࢪ㸧ࠋ㐍 ฟᙜึࡣࠊ㍺ฟᣐⅬࡋ࡚ࡢ⨨ࡅࡀᙉࡗࡓࡀࠊḟ➨୰ᅜࡢ₯ᅾⓗ࡞ᕷሙࡢࡁࡉ ࢆぢ㉺ࡋࡓ୰ᅜᕷሙྥࡅࡢࣉ࣮ࣟࢳࡢࢩࣇࢺࡀࡳࡽࢀࡿࡼ࠺࡞ࡗ࡚࠸ࡗࡓࠋ୰ᅜᙜ ᒁࡢᨻ⟇ࡀࡇ࠺ࡋࡓ⫼ᬒࡢ 1 ࡘ࠶ࡾࠊ㐍ฟึᮇࡣእ㈌ࢆ┠ⓗࡋࡓእ㈌ᨻ⟇ࡋ࡚ ㍺ฟᣦྥᴗ✀ࡢᢞ㈨ࢆࡧ㎸ࢇࡔࡀࠊࡑࡢᚋ୰ᅜᅜෆࡢ㈍࠾ࡅࡿつไࡀゎ⚗ࡉࢀࡓ ࡇࡼࡾࠊ୰ᅜᅜෆᕷሙྥࡅࡢ〇ရࡢ〇㐀㈍ᣐⅬࡋ࡚ࡢ⨨ࡅࡢ⛣⾜ࡀࡳࡽࢀ ࡓ㸦ⓑỈ 2004, 72-73 ࣮࣌ࢪ㸧ࠋ1990 ᖺ௦ᚋ༙௨㝆ࡣࠊୡ⏺ࡢᡭᐙ㟁࣓࣮࣮࢝ࡀ୰ ᅜᕷሙḟࠎ㐍ฟࡋ࡚࠸ࡓࠋ୰ᅜᆅሙᴗࡶ╔ᐇຊࢆࡘࡅࠊᕷሙ࡛ࡢ➇தࡀ⃭ࡋࠊ ⱞᡓࢆᙉ࠸ࡽࢀ࡚࠸ࡓ㸦㛵࣭⠊ 2003, 232 ࣮࣌ࢪ㸧ࠋ2000 ᖺึࡵࡅ࡚ࠊᴗ㒊ไࡢ ୗ࡛㔝ᨺᅗ࡞ࡿ♫ࢆタ❧ࡋࡓࡇࡸࠊ୰ᅜᕷሙ㐺ࡋࡓ〇ရࢆ౪⤥࡛ࡁ࡞ࡗࡓࡇࠊ ࡑࡢ㛵㐃࡛࠶ࡿࢥࢫࢺ➇தຊࡢḞዴࡀ㟁Ꮚࣞࣥࢪࠊࢸࣞࣅࠊ࢚ࢥࣥࠊᦠᖏ㟁ヰ࡞ᯇୗ ࡢ୰ᅜᕷሙྥࡅࡢຊ〇ရࡀⱞቃࡓࡓࡉࢀ࡚࠸ࡗࡓࠋ2001 ᖺࡈࢁࡲ࡛ࡣ୰ᅜࡢ⏕⏘ ♫㸦㒊ရᴗࠊ㍺ฟࢆ㝖ࡃ㸧ࡢ⣙ 7 ࡀ㉥Ꮠ࡛࠶ࡾࠊᡂ㛗ⴭࡋ࠸ᕧ࡞୰ᅜᕷሙ࠾࠸ ࡚ࡶࣈࣛࣥࢻຊࡢ⥔ᣢ࠾࠸࡚ࡶࠊ↓ど࡛ࡁ࡞࠸ㄢ㢟࡞ࡗ࡚࠸ࡓࠋ2001 ᖺࡢ 1 ᭶ࠊ➇ தຊࡢᙉࢆ┠ⓗࡋ࡚ࠕᯇୗ㟁ჾ◊✲㛤Ⓨ㸦୰ᅜ㸧᭷㝈බྖ㸦CMRD㸧ࠖࢆிࡢ୰㛵 ᮧᗭタ❧ࡋࡓࠋࣃࢼࢯࢽࢵࢡࡢ R&D ᣐⅬࡢ⌧ᆅࡣẚ㍑ⓗ᪩࠸ẁ㝵ࡽ㐍ࡵ࡚࠸ࡓ ࡇࡀࢃࡿࠋࡑࡢࡓࡵࠊᕷሙつᶍࡣࡲࡔࡁࡃ࡞࠸ࡀ୰ᅜ࣓࣮࣮࢝➇ྜࡋ࡞࠸ࢰ࣮ࣥ ࡛᭱ඛ➃ࡢ㧗ຍ౯್〇ရ࡛㈇ࡍࡿᡓ␎ࠊࡲࡓࡣࠊᕷሙつᶍࡣࡁ࠸ࡀ୰ᅜᴗࡲ ࡶ➇ྜࡍࡿࢰ࣮࡛ࣥࠊ୰ᅜ࣓࣮࣮࢝㈇ࡅ࡞࠸ࢥࢫࢺ➇தຊࢆࡘࡅࡿᡓ␎ࢆࡿ㑅ᢥ ࡀ㏕ࡽࢀ࡚࠸ࡓࡀࠊࣃࢼࢯࢽࢵࢡ(ᯇୗ)ࡣࡑࡢ୧᪉ࢆྠ୪⾜ⓗ㐙⾜ࡋ࡚࠸ࡁ㸦ᯈᇉ 2005㸧ࠊ⌧ᅾ⮳ࡗ࡚࠸ࡿࠋࣃࢼࢯࢽࢵࢡࢢ࣮ࣝࣉࡣࠊ⌧ᅾࠊAVC 〇ရࠊⓑ≀ᐙ㟁ࠊ㟁 Ꮚ㒊ရࠊྛ✀㟁ụࠊ࣮ࣔࢱ࣮ࠊ༙ᑟయࠊ㏻ಙࠊ↷᫂ࠊ㟁ᶵ⁐᥋ᶵࠊ⮬ື㌴㛵ಀ㒊ရࠊ⮬ື 117 ボリュームゾーンと日系企業戦略 タഛ➼ࠊࡉࡲࡊࡲ࡞〇ရࢆ〇㐀ࡋࠊ〇㐀ᣐⅬࡶ 57 ࣧᡤࡲ࡛ᣑࡋ࡚࠸ࡿࠋ⌧ᅾ࡛ࡣࠊ ⤫ᣓ♫ࢆிタ⨨ࡋࠊ◊✲㛤ⓎᣐⅬࡣ 5 ࣧᡤࠊ㈍ᣐⅬࢆ 10 ࣧᡤࠊࡑࡢࡢᴗᡤ ࢆ 6 ࣧᡤࠊ㤶 ࢆྵࡴ୰ᅜᅵ㓄⨨ࡋ࡚࠸ࡿ㸦Panasonic ᯇୗ⭥ჾ㸧ࠋ ࣃࢼࢯࢽࢵࢡࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥᡓ␎ࡢศᯒ࣭⪃ᐹ ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᐃ⩏࣭ᣦᶆ ࣃࢼࢯࢽࢵࢡࡀ᫂☜࣮࣒࣎ࣜࣗࢰ࣮ࣥᡓ␎ࢆᡴࡕฟࡋࡓࡢࡣࠊ2008 ᖺᗘ௨㝆࡛࠶ࡿࠋ ࡑࢀࡲ࡛ࡢᐩ⿱ᒙ࠾ࡅࡿ࣐࣮ࢣࢸࣥࢢຍ࠼ࠊ͆Next Rich͇ᡓ␎ࢆᙉࡍࡿྲྀ⤌ ㌿ࡍࡿ᪉㔪ࢆ♧ࡋࡓࠋᙜึ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡣࠊᖺ 75 㸦⣙ 8,242 ࢻࣝ㸧௨ୖࡢ 7,300 ே㸦୰ᅜᅵ 13 ൨ 1448 ே࣭6 ൨ 3000 ୡᖏࡢ࠺ࡕࡢ 5.5%㸧ᐃ⩏ࡉࢀ࡚ ࠸ࡓࠋ ࡇ ࡢ ᖺ ࡣ ๓ ㏙ ࡋ ࡓ ୰ ᅜ ࣎ ࣜ ࣗ ࣮ ࣒ ࢰ ࣮ ࣥ ࡢ ᐃ ⩏ 㸦 ࠼ ࡤ ࠊ Cui and Song 2009; Yitzhaki 2002; World Bank 2007㸧ࡰ㔜࡞ࡿỈ‽࡛࠶ࡿࠋ≉ࠊ୰ᅜࡢ㒔ᕷ㒊ࡢ࣎ࣜ ࣮࣒ࣗࢰ࣮ࣥࢆᖺ㛫ୡᖏᡤᚓ$5,040~$8,400 ᐃ⩏ࡋ࡚࠸ࡿ St-Maurice et al. 㸦2008ࠊp.8㸧 ㏆ࡃࠊࣃࢼࢯࢽࢵࢡࡀ㒔ᕷ㒊ࡢẚ㍑ⓗࣁ࢚ࣥࢻ㏆࠸࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᐃ⩏ࡋ࡚ ࠸ࡿࡇࡀࢃࡿࠋ2008 ᖺᗘࡣࠊᚑ᮶ࡢᖺ 150 ௨ୖ㸦⣙$16,415 xviii 㸧ࡢᐩ⿱ᒙ 2900 ே㸦యࡢ 2.2%㸧ຍ࠼ࠊࡇࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆྜࢃࡏ࡚యࡢ 7.7%ࡋࢱ ࣮ࢤࢵࢺࡋ࡚࠾ࡽࡎࠊẚ㍑ⓗࣁ࢚ࣥࢻ㏆࠸ᕷሙࡀࢱ࣮ࢤࢵࢺ࡞ࡗ࡚࠸ࡓࠋ ࡑࡢᚋࠊࠕPanasonic IR DAY 2012 ࢢ࣮ࣟࣂࣝࢥࣥࢩ࣮࣐࣮࣐࣮ࣗࢣࢸࣥࢢ㒊㛛 ᴗᡓ␎ࠖ࠾࠸࡚ࠊࡇࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢࢱ࣮ࢤࢵࢺࢆࡉࡽ୰㛫ᒙ࣎ࢺ࣒ࡢ⣙ 9,800 ୡᖏᣑࡋࠊᐩ⿱ᒙ࣭᪂ᐩ⿱ᒙࡢ⣙ 5,400 ୡᖏຍ࠼ࠊྜィ࡛⣙ 15,200 ୡᖏ ᣑࡍࡿࡇࡀⓎ⾲ࡉࢀࡓࠋࡇࡢࡼ࠺ࠊࣃࢼࢯࢽࢵࢡࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᐃ⩏࣭ᣦᶆ ࡀࠊ୰㛫ᒙ࣎ࢺ࣒ࢆྵࡴୗᒎ㛤ࡋ࡚࠸ࡿ⌧≧ࡽࡳ࡚ࡶࠊᚑ᮶ࡢࣁ࢚ࣥࢻ≉ᡓ␎ ࡽࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆࢱ࣮ࢤࢵࢺࡋࡓࢲ࢘ࣥࢢ࣮ࣞࢻᡓ␎㌿ࡋ࡚࠸ࡿࡇࡀ☜ ㄆ࡛ࡁࡿࠋ ࣮࣒࣎ࣜࣗࢰ࣮ࣥᡓ␎ ࠕ2008 ᖺᗘ㐃⤖Ỵ⟬ࠖ㸦2009 ᖺ 5 ᭶ 15 ᪥㸧ࡢぢ࠾࠸࡚ࠊࣃࢼࢯࢽࢵࢡࡀ〇㐀ᴗ ࡋ࡚ᡂ㛗ࢆ⥔ᣢࡍࡿ᪉ἲࡋ࡚ࠊ͆᪂ᴗ࣭᪂ၟရ࡛᪂ᕷሙࢆ㐀ࡍࡿࡇࠊ᪤Ꮡᴗࠊ ၟရࢆࢢ࣮ࣟࣂࣝᒎ㛤ࡍࡿࡶࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᨷ␎ṇ㠃ࡽᣮࡴ͇ࡋ࡚ࠊ 118 『中国経営管理研究』第10号 ᚋ࣮࣒࣎ࣜࣗࢰ࣮ࣥὀຊࡋ࡚ࡺࡃࡇࡀⓎ⾲ࡉࢀࡓࠋ2009 ᖺᗘࡣࠊ㈍ 2 ᱆ᡂ㛗ࢆ ᐇ⌧ࡋࠊࢪࢆᣐⅬࡋࡓ࣮࣒࣎ࣜࣗࢰ࣮ࣥྥࡅၟရࢆ㛤Ⓨࡋࠊࡑࢀࢆ୰㏆ᮾࣇࣜ࢝ ࡸ୰༡⡿ᶓᒎ㛤ࡍࡿ࡞ࠊᆅᇦ㛫㐃ᦠࢆᙉࡋ࡚ࡺࡃ᪉㔪ࢆ♧ࡋࡓࠋ≉ࠊ୰ᅜ࡛ࡣࠊ ࣮࣒࣎ࣜࣗࢰ࣮ࣥྥࡅၟရࢆᙉࡋࠊᗘ㒔ᕷࡢ㐍ᒎࡼࡾ㟂せࡢቑࡀணࡉࢀࡿ 2ࠊ 3 ⣭㒔ᕷ࡛ࡢቑ㈍ࢆᅗࡿࡋࡓࠋ ࠕPanasonic ࢢ࣮ࣝࣉ᪂୰ᮇィ⏬ࠖ㸦2010 ᖺ 5 ᭶ 7 ᪥㸧࠾࠸࡚ࠊࢢ࣮ࣝࣉࡢ୰ᮇᡓ ␎ࡋ࡚ࠊ᪂⯆ᅜࢆ୰ᚰࡋࡓᾏእᴗᣑ࣮࣒࣎ࣜࣗࢰ࣮ࣥᡓ␎㛵ࡋ࡚ゝཬࡋ࡚࠸ ࡿࠋ㔜Ⅼ᪂⯆ᅜࡋ࡚ࠊ୰ᅜࢆྵࡴࠕBRICs+VࠖࠕMINTS+Bࠖࡢ 11 ࣧᅜ࣭ᆅᇦ࡛ᕷ ㈍࣭ࢩࢫࢸ࣒㈍ྜィ࡛ 3,300 ൨ࡢ㈍ᣑࢆ┠ᣦࡍࡋ࡚࠸ࡿࠋࡇࡢ᪂⯆ᅜ࡛ࡢᡓ ␎ࢆᡂຌࡉࡏࡿ୰ᚰ࡞ࡿࡢࡀࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥᨷ␎࡛࠶ࡿࡋࠊ⌧ᆅࡢ㢳ᐈࢆ㉳Ⅼ ࡋࡓၟရ⏬ຊࢆ㧗ࡵࡿࡓࡵࠊ͆⏕ά◊✲ᶵ⬟͇ࢆᙉࡋ࡚ࡺࡃࡋࡓࠋࡾࢃࡅࠊ ࣉࣛࣥࢫᴗ࡛ࡣࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥၟရࡶཎືຊࡋ࡚ࠊࢢ࣮ࣟࣂࣝቑ㈍ྲྀࡾ⤌ ࢇ࡛ࡺࡃࡋࡓࠋࡑࡢ୰᰾࡞ࡿࠕ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡣࠊᙜ㠃ࡣᴗᇶ┙ࡀ࠶ࡿࢪ࡛ ᒎ㛤ࡍࡿࠖ xix ࡋࠊ୰ᅜࢆྵࡴࢪᕷሙࢆ㔜どࡋࠊ᪤ᏑᣐⅬࢆ⦅࣭ᙉࡋ࡞ࡀࡽᣑ ࡋ࡚ࡺࡃ᪉㔪ࢆ♧ࡋ࡚࠸ࡓࠋ≉ࠊⓑ≀ᐙ㟁࡛ࡣࠊ࢚ࢥࣥࠊ෭ⶶᗜࠊὙ℆ᶵࠊ㟁Ꮚࣞ ࣥࢪࠊᤲ㝖ᶵࠊㄪ⌮ᑠ≀࡞ࢆࢭࢵࢺၟရࡋ࡚࣡ࣥࢭࢵࢺ࡛ࡢ㈍ࡢᣑࢆ┠ᣦࡍࠋ ࡇࡢ㡭ࡽࠊᶵ⬟ࢆ⤠ࡾࠊᡭࡈࢁ࡞౯᱁ᢚ࠼ࡓࢩ࢙࣮ࣂ࣮ࠊࢻ࣮ࣛࣖࠊ࣐ࢵࢧ࣮ࢪ ࢳ࢙࡞ࢆ୰ᅜᕷሙᢞධࡋጞࡵࡓࠋࡇ࠺ࡋࡓ〇ရࢆ〇㐀ࡍࡿࡓࡵࠊ⌧ᆅ࡛ၟရ㛤Ⓨ ࢆᚭᗏࡍࡿࡇࡀᚲせ࡞ࡾࠊ᪥ᮏࡽேᮦࢆὴ㐵ࡋ࡚㛤Ⓨࢆ⾜࠺యไࢆ᥇ࡗ࡚࠸ࡓࠋ ࡑࡢᚋࠊ2011 ᖺࡢࠕ᪂యไ㔜Ⅼᴗᡓ␎ࠖ㸦2011 ᖺ 10 ᭶ 31 ᪥㸧ࡢ࡞࡛ࡶࠊ୰ᅜ ᕷሙࡢᡓ␎ࡀゝཬࡉࢀ࡚࠸ࡿࠋ͆୰ᅜ 23 సᡓ͇ࡼࡿࠊᛴᡂ㛗ࡍࡿෆ㝣㒊ࡢ㒔ᕷࢆᨷ ␎ࡍࡿࡇࢆ㈍⥙ࢆ୍Ẽᣑࡍࡿ㸦2010-11 ᖺᨭᗑᩘࢆ 2 ಸࠊPanasonic ⏕ά 㤋ࢆ 7 ಸᣑ㸧ィ⏬ᇶ࡙࠸࡚ࠊ2010-12 ᖺᗘ࠾࠸࡚ࠊᕷ㈍࡛ᖺ⋡ 20%ᡂ㛗ࢆ┠ᶆ ࡋ࡚࠸ࡓࠋ ࡇࡢࡼ࠺ࠊࣃࢼࢯࢽࢵࢡࡀࢲ࢘ࣥࢢ࣮ࣞࢻᡓ␎࡛୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆᨷ␎ࡋࡼ࠺ ࡋ࡚࠸ࡿ୍᪉࡛ࠊ୰ᅜࡢ⌧ᆅᴗ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᡓ␎ࡣࢵࣉࢢ࣮ࣞࢻᡓ␎ࡀ୰ᚰ ࡛࠶ࡿࠋ࠼ࡤࠊࣁ࣮ࣝ♫ࡣࠊ1996 ᖺⅬ࡛ࡍ࡛୰ᅜᅜෆࡢࢽ࣮ࢬࢆᢕᥱࡋࠊࡑ ࢀྜࡗࡓ〇ရ㛤Ⓨࢆ⾜ࡗ࡚ࡁࡓࠋ୰ᅜ࡛ࡣኟሙࠊὙ℆ᶵࡢࢀ⾜ࡁࡀⴠࡕࡿ࠸࠺⌧≧ ࡽࠊ୍㊊ࡢ㠐ୗࡔࡅ࡛ࡶὙ࠼ࡿὙ℆ᶵࡋ࡚ࠊ1996 ᖺ ᑠᑠ⚄❺㸦The Mini Magical Child㸹ᑠᆺࠊ㧗ຠ⋡ࠊప㦁㡢ࠊ┬Ỉࠊ┬࢚ࢿࠊ㍍㔞㸧ࢆ㛤Ⓨ࣭㈍ࡋࠊࡑࡢᚋࡶ 12 ✀ࡢ 119 ボリュームゾーンと日系企業戦略 Ὑ℆࣮ࣔࢻࢆ᭷ࡋࡓ᪂ᑠᑠ⚄❺㸦XQBM㸧ࢆ㛤Ⓨࡋࠊ୰ᅜᅜෆᕷሙࡔࡅ࡛ࡣ࡞ࡃࠊࡍ࡛ Ḣ⡿ࠊࣇࣜ࢝ࠊࢪ࡞ 68 ࢝ᅜ㍺ฟࡋࠊ200 ྎฟⲴࡍࡿࡲ࡛࡞ࡗ࡚࠸ࡿ 㸦⚟⏣ 2011; Hang, Chen, et al.2010㸧ࠋࡇࡢࡼ࠺ࠊ୰ᅜᆅሙᴗࡶࡑࢀࡒࢀࡢᙉࡳࢆά ࡋࠊ〇ရ㛤Ⓨࢆ⾜࠸ࠊᡂຌࢆࡵ࡚࠸ࡿࠋࡉࡽࠊࢥࣥࢩ࣮࣐࣮ࣗྥࡅ〇ရ࠾࠸࡚ࠊ ᅜࡸᆅᇦࡈồࡵࡽࢀࡿࡶࡢࡀ㐪࠺࠸࠺Ⅼᑐᛂࡋࡁࢀࡎࠊࣃࢼࢯࢽࢵࢡࡣ㡑ᅜࡢࢧ ࣒ࢫࣥ㟁Ꮚࡸ LG 㟁Ꮚࡶ㐜ࢀࢆࡗࡓศᯒࡋ࡚࠸ࡿࠋᚋࡣࠊࣃࢼࢯࢽࢵࢡࡢᙉࡳ࡛ ࠶ࡿࠊ┬࢚ࢿᢏ⾡ࡸ⌧ᆅࡈࡢ࢝ࢫࢱ࣐ࢬᛶὀຊࡋ࡚࠸ࡃࡋ࡚࠸ࡿ㸦ᩥ⸤⛅ 2012㸧ࠋ 2012 ᖺ 2 ᭶ 3 ᪥ࡢࠕ┈ᙉࡢྲྀ⤌ࡳࠖࡼࡿࠊཝࡋ࠸⤒Ⴀ⎔ቃࡢ࡞ࠊⓑ≀ᐙ㟁 ᴗࡣᾏእᕷሙ࠾࠸࡚ࠊ2 ࢣࢱᡂ㛗ࢆᐇ⌧ࡋࠊࡇࡢ⫼ᬒࡣࠊࢢ࣮ࣟࣂࣝቑ㈍ࢆᨭ࠼ࡿ ࣔࣀ࡙ࡃࡾᇶ┙ࡢᵓ⠏ࢆ㐍ࡵ࡚ࡁࡓࡇࡀ࠶ࡿࠋ᪥ᮏࢆ୰ᚰࠊ⎔ቃࢥᢏ⾡ࢆ☻ࡁ࡞ࡀ ࡽࠊࢢ࣮ࣟࣂࣝඹ㏻ࡢࣉࣛࢵࢺࣇ࢛࣮࣒ࢆసࡾ࡞ࡀࡽࠊ୰ᅜࢆྵࡴୡ⏺ 10 ࣧᡤ⏕ά◊ ✲ᣐⅬࢆタ⨨ࡋࠊ⌧ᆅᐦ╔ᆺࡢၟရ⏬ᶵ⬟ࡢᙉ࡞ྲྀࡾ⤌ࢇ࡛ࡁࡓࠋࡇࡢࡼ࠺࡞୍ 㐃ࡢྲྀࡾ⤌ࡳࡼࡾࠊ᪂⯆ᅜ࡛࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆᨷ␎ࡍࡿࡼ࠺࡞ၟရࢆḟࠎ⏕ࡳฟࡍ ࡇࡀ࡛ࡁ࡚࠸ࡿࠋࡉࡽࠊOEM ㄪ㐩࡞ࠊ⌧ᆅ࠾࠸࡚ࡶ♫እࡢࣜࢯ࣮ࢫࢆ✚ᴟⓗ ά⏝ࡋࠊᖜ࡞ࣛࣥࢵࣉᙉࡶᐇ⌧ࡋ࡚ࡁࡓࠋࡑࡢࡓࡵࠊOEM ඛࡢࣔࣀ࡙ࡃࡾࡲ ࡛㋃ࡳ㎸ࡳࠊ㧗ရ㉁ࢫࣆ࣮ࢹ࡞ᕷሙᑟධࢆྠ㐩ᡂࡍࡿࡇࡀ࡛ࡁ࡚࠸ࡿࠋ୍㒊ࡢ ᅜ࡛ඛ⾜ࡋ࡚࠸ࡿ㡑ᅜໃࡢᕪࡶᛴ㏿⦰ࡵࡿࡇࡀ࡛ࡁ࡚࠸ࡿ⪃࠼࡚࠸ࡿࠋࡇࡢࡼ࠺ ࡞ᇶ┙ࡢඖࠊ᪂ࡓ࡞ᒎ㛤ࡋ࡚ࠊࡲࡎ᪥ᮏ࡛ᡂຌࡋ࡚࠸ࡿࠕ࢚ࢥࢼࣅࠖࡢୡ⏺ᒎ㛤ࢆຍ㏿ ࡋ࡚࠸ࡃࡇࠊࡑࡋ࡚ࠊ㡑ᅜໃࡣ࡞࠸⨾ᐜ࣭ᗣၟရࢆᆅᇦ࡛ᙉࡋࠊ≉୰ᅜࢆࡣ ࡌࡵࣥࢻ࡞ࡢࢪ࡛ “Panasonic Beauty㹼ᛁࡋࡅࢀࡤᛁࡋ࠸ࠊ⨾ࡋࡃ࡞ࡿ”ࡢࢺ ࣮ࢱࣝᒎ㛤ࢆ㐍ࡵࠊ᪂ࡓ࡞㟂せࢆ㐀ࡋ࡚࠸ࡇ࠺ࡋ࡚࠸ࡿࠋ2010 ᖺᗘࡣࠊᅜせ 㒔ᕷࡢⓒ㈌ᗑࠊ㔞㈍ᗑࠊࢩࣙࢵࣆࣥࢢ࣮࡛ࣔࣝၟရࢆయឤࡍࡿࠕ⨾࣮ࣟࢻࢩࣙ࢘ࠖࢆ 200 ᅇ௨ୖᐇࡋ࡚࠾ࡾࠊ୰ᅜ 13 ൨ேᕷሙ࡛ࠊ⨾ᐜ࣭ᗣᐙ㟁ࡢ‶㊊ᗘ No.1 ࡢࣈࣛࣥࢻ ࢆ☜❧ࡋࡼ࠺ࡋ࡚࠸ࡿࠋྲྀᢅᗑࡣⓒ㈌ᗑࠊ㔞㈍ᗑࢆ୰ᚰ 2010 ᖺᗘ࡛⣙ 3,600 ᗑ⯒࡛ ࠶ࡾࠊ2011 ᖺᗘࡣ⣙ 5,000 ᗑ⯒ᣑࡋࠊᗈ࿌ࡸᐉఏάືࡶὀຊࡋ࡚࠸ࡿ [[ ࣮࣒࣎ࣜࣗࢰ࣮ࣥ〇ရ⏕⏘ࡢࡓࡵࡢᡭἲ ၟရࢥࣥࢭࣉࢺ ࣮࣒࣎ࣜࣗࢰ࣮ࣥྥࡅࡢ〇ရࡋ࡚ࠊ2007 ᖺᗘࡢ V ࣉࣟࢲࢡࢺ㸦᪥ᮏࢆ୰ᚰᒎ㛤ࡋ 120 『中国経営管理研究』第10号 ࡚ࡁࡓຍ౯್ၟရ㸧ࡢ᥎㐍ຍ࠼ࠊ2008 ᖺᗘࡣࠕEM-WINࠖ㸦Emerging Market-Win㸧 ὀຊࡋ࡚࠸ࡃࡋࡓࠋEM-WIN ၟရࡣࠊ ᪂⯆ᕷሙྥࡅᕷሙ㐺᱁ၟရ࡛ࠊ⌧ᆅࡢ⊂⮬ つ᱁ࡸᵝᑐᛂࡋࠊゝㄒࠊᢏ⾡ᵝࠊ♫ⓗせㄳࢆ⪃៖ࡋࡓࠊ⌧ᆅࡢࣛࣇࢫࢱࣝ ᐦ╔ࡋࡓ᪂ࡋ࠸ᥦࠊ⌧ᆅどⅬ࡛ࡢࠕඃࢀࡓࢹࢨࣥࠖࠊ౯್ࡀホ౯ࡉࢀࡿ㐺ṇ࡞౯᱁ࢆ ᣢࡘࡼ࠺࡞ࠊ᪂⯆ᕷሙ࡛࡚ࡿࠕ≉ᚩࠖࢆᣢࡘၟရࡢࡇ࡛࠶ࡿࠋලయⓗࠊ୰ᅜࢆࡣࡌ ࡵࡍࡿ᪂⯆ᅜᕷሙ࡛ࠊࡑࡢᕷሙ≉ᛶࢆ⪃៖ࡋࡓ㟁Ꮚࣞࣥࢪࠊ࢚ࢥࣥࠊὙ℆ᶵࠊCRT ࢸࣞࣅࠊࢥ࣮ࢻࣞࢫ㟁ヰࠊࢻ࣮ࣛࣖ࡞࡛࠶ࡿࠋ2007 ᖺᗘࡢ 5 ࣔࢹ࡛ࣝ 43 ൨ࡢୖ ࡽ 2008 ᖺᗘࡣ 49 ࣔࢹࣝࠊ200 ൨ࢆ┠ᶆࡋ࡚࠸ࡿ [[L ࠋ࣮࣒࣎ࣜࣗࢰ࣮ࣥྥࡅࡔࡀࠊ “ࡇࡔࢃࡾ”“ࡾษࡾ”ࡢ࣓ࣜࣁࣜࢆࡘࡅࠊప౯᱁࡛ࡶࡑࢀ࡞ࡾⰋ࠸ࡶࡢࢆࡵࡊࡋ࡚࠸ ࡿࠋ ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢ〇ရ࠾࠸࡚ࡶࠊ᪥⣔ᴗࡀᚑ᮶ᚓពࡍࡿ͆㧗ရ㉁࣭㧗ຍ౯್ ࡢࡶࡢ࡙ࡃࡾ͇ࡀ࣮࣋ࢫ࠶ࡿࡓࡵࠊᏳᚰ࣭Ᏻ࣭㧗ရ㉁࣭⎔ቃࡸࡉࡋ࠸࣭࢚ࢥ/┬࢚ ࢿ࡞ࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥ࠾ࡅࡿࣁ࢚ࣥࢻᕷሙ୪ࡳࡢ㟂せᑐᛂࡍࡿࡇࡀྍ⬟࡛࠶ ࡾࠊࡑࡇࡶ᪥⣔ᴗࡢඃࡀࡲࡔ࠶ࡿ࠸࠼ࡿࠋ ◊✲㛤Ⓨయไ ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆ୰ᚰࡋࡓࠊ⌧ᆅࡢ㟂せࢆᢕᥱࡍࡿࡓࡵࠊᕷሙ࡛“୍␒ᾘ㈝⪅ࡀ ồࡵ࡚࠸ࡿၟရࢆ᥈ࡋฟࡍྲྀࡾ⤌ࡳ”ࡋ࡚ࠊ୰ᅜᕷሙྥࡅࡢ〇ရࡢタィࡸ㛤Ⓨࠊ⏕⏘ࡣ ⌧ᆅࢆ୰ᚰ⾜ࡗ࡚࠸ࡿࠋࡑࡢ୰ᚰ࡞ࡿࡢࡀࠊ2005 ᖺࡣ᪤ୖᾏタ❧ࡉࢀ࡚ ࠸ࡓ୰ᅜ⏕ά◊✲ࢭࣥࢱ࣮࡛࠶ࡾࠊ⌧ᆅࡢࢽ࣮ࢬࢆⓗ☜ࡽ࠼࡞ࡀࡽࠊࣃࢼࢯࢽࢵࢡࡢ ୰ᅜྥࡅၟရࡢ⏬࣭ᥦࡸ୰ᅜ㛵㐃ሗࡢࣃࢼࢯࢽࢵࢡ♫ࡢⓎಙ࡞ࡢᙺࢆᯝࡓ ࡋ࡚࠸ࡿࠋ2008 ᖺࡣ࣓ࣥࣂ࣮9 ேࡢ࠺ࡕ 8 ேࡀ୰ᅜே◊✲ဨ࡛ࠊゝㄒࡸᩥࡢ౽ ᛶࢆ⏕ࡋࠊᚭᗏⓗ࡞ࣇ࣮ࣝࢻㄪᰝࢆ⾜࠸ࠊ୰ᅜᅜෆࡢᆅᇦู≉ᛶࡢᢕᥱດࡵࡓ㸦㧗ࠊ ኳ㔝ࠊ᪂Ꮿࠊၿᮏ 2008㸧ࠋ ࡑࡢᡂຌࡋ࡚ࠊࢫ࣒ࣜ෭ⶶᗜࠊ㧗ᶵ⬟Ὑ℆ᶵࠊ㉥࠸⅕㣤ჾࠊ㉥࠸ࣞࣥࢪࠊ༸ࡢ⣡ ࢫ࣮࣌ࢫࡀከ࠸෭ⶶᗜࠊ⢝ရ⣡ࡁ෭ⶶᗜࠊ㎰⸆ࢆ㝖ཤ࣭పῶࡉࡏࡿ෭ⶶᗜࠊୖ㒊ࡀ ᖹࡽ࡞Ὑ℆ᶵࠊࢥࣥࣃࢡࢺὙ℆ᶵ࡞ࡀ࠶ࡿࠋ࠼ࡤࠊᶓᖜ 55cm ࡢࢫ࣒ࣜ෭ⶶᗜࡢᢞධ ࡣࠊྠࢭࣥࢱ࣮ࡀ⣙ 300 ௳ࡢᐙᗞゼၥㄪᰝࡼࡾࠊࡑࢀࡲ࡛ࡢ᭱ᑠᖜ 60cm ࡢ෭ⶶᗜ࡛ࡣ ⣙ 3 ࡀ࢟ࢵࢳࣥ⨨ࡃࡇࡀ࡛ࡁ࡚࠸࡞࠸ࡇࢆཷࡅࠊ230 ࣜࢵࢺ࡛ࣝ 55cm ᖜࡢ෭ⶶ ᗜࢆ㛤Ⓨࡋࠊ㈍ᐇ⦼ࡣ 10 ಸᣑࡋࡓࠋ 121 ボリュームゾーンと日系企業戦略 Ὑ℆ᶵ࠾࠸࡚ࡶࠊẼởᰁࡼࡗ࡚ởࢀࡓ⾰᭹ୗ╔ࢆ୍⥴Ὑ℆ࡋࡓࡃ࡞࠸࠸࠺ ព㆑ࡽࠊὙ℆ᶵࢆᡤ᭷ࡋ࡚࠸ࡿࡢ⣙ 86%ࡢேࡀୗ╔ࢆᡭὙ࠸ࡋ࡚࠸ࡿᐇែࢆㄪᰝࡋ ࡓࠋࡇࢀࢆཷࡅࠊ2007 ᖺࠕග Ag 㝖⳦ຠᯝࠖࢆ㛤Ⓨࡋࠊ㧗ᶵ⬟Ὑ℆ᶵࡢศ㔝࡛ࢩ࢙ ࢆ୍Ẽᣑࡋ࡚࠸ࡗࡓࠋࡲࡓࠊ୰ᅜே⦕㉳ࡀⰋ࠸ዲࡲࢀࡿ“㉥”Ⰽࢆ⅕㣤ჾࡸ㟁Ꮚࣞ ࣥࢪࠊὙ℆ᶵࡶ᥇⏝ࡋࠊᶆ‽ࣔࢹࣝࡍࡿࡇ୍࡛⯡࣮ࣘࢨ࣮ࡢ㉎ධຍ࠼ࠊࡢ㉗ ࡾ≀ࡋ࡚ேẼࡀ࡛࡚࠸ࡿࠋ෭ⶶᗜࡣࠊ୰ᅜேࡀ༸ࢆከࡃ࠺ࡇࡽࡑࡢ⣡ࢫ࣮࣌ࢫ ࢆᣑࡋࡓࡾࠊ⢝ရ࡞ࢆ෭ⶶᗜಖ⟶ࡍࡿ⩦័ࡽࡑࢀᑓ⏝ࡢࢫ࣮࣌ࢫࢆタࡅࡓࡾࡶ ࡋ࡚࠸ࡿࠋࡲࡓࠊ࢜ࢰࣥࡢຊࢆࡗ࡚㎰⸆ࢆ⁐ࡍᶵ⬟ࡀᦚ㍕ࡉࢀࡓ෭ⶶᗜࡶ࠶ࡿࠋࡇࢀ ࡣᯝ≀㔝⳯㓟⣲ಖㆤᢏ⾡ࡼࡾࠊṧ␃㎰⸆ࢆῶࡽࡋࠊ෭ⶶᗜࡽྲྀࡾฟࡋࡓᚋỈὙ࠸ࡍࢀ ࡤ㎰⸆ࢆ㝖ཤࡋࡸࡍ࠸࠸࠺ࡶࡢ࡛࠶ࡿࠋࡇࡢࡼ࠺ࠊ᪥ᮏࡽࡢ〇ရ㛤Ⓨࡔࡅ࡛ࡣᛮ࠸ ࡶࡘ࡞࠸ࡼ࠺࡞ࢽ࣮ࢬࢆ⌧ᆅࡢ⏕άࢭࣥࢱ࣮ࡢタ❧ࡼࡾࠊᢕᥱࡍࡿࡇࡀྍ⬟࡞ࡾࠊ ࡼࡾ⌧ᆅࡢࢽ࣮ࢬ㐺☜ᛂ࠼ࡿࡇࡀ࡛ࡁࠊࡑࢀࡀ☜ᐇ㈍ᐇ⦼ࡘ࡞ࡀࡗ࡚࠸ࡿ 㸦᪥⤒ࢺࣞࣥࢹࢿࢵࢺ 2009㸧ࠋ 2009 ᖺ 6 ᭶ࡣࠊ୰ᅜࣉࣛࣥࢫࡢ R&D ᣐⅬ࡞ࡿࠕࣃࢼࢯࢽࢵࢡ HA R&D ࢭࣥࢱ࣮ᮺᕞ᭷㝈♫ࠖࢆタ❧ࡋࡓࠋඛ㐍ᅜྥࡅ㧗ᶵ⬟ၟရࢆࡲࡎసࡾࠊࡑࡢᗮ౯∧ࢆᬑ ཬ ၟ ရ ࡋ ࡚ ᒎ 㛤 ࡍ ࡿ ࠸ ࠺ ᚑ ᮶ ࡢ ࡸ ࡾ ࡓ ࡣ ㏻ ⏝ ࡋ ࡞ ࠸ ࠸ ࠺ ㄆ ㆑ ࣃ ࢼ ࢯ ࢽ ࢵ ࢡ 2009ࡢࡶࠊ⌧ᆅࢆ୍␒ࡼࡃ▱ࡿ⌧ᆅࡢேࡀ⏬࣭タィࢆ⾜࠸ࠊ᪥ᮏഃࡣࣈࣛࣥࢻᡓ␎ ࡸᢏ⾡ᨭ࡞࡛ᨭ࠼࡚࠸ࡃࡸࡾ᪉࡛㸦ࣃࢼࢯࢽࢵࢡ2009㸧ࠊ◊✲㛤Ⓨศ㔝ࡢ⌧ᆅࡢ ᥎㐍ࡶ⾜ࡗ࡚࠸ࡿࠋ୰ᅜ࡛ࡣ⸽ᕞࡢ࢚ࢥࣥ㛤ⓎᣐⅬ⥆࠸࡚ 2 ࣧᡤ┠࡞ࡿⓑ≀ᐙ㟁ࡢ R&D ᣐⅬࡋ࡚ࠊᮺᕞᕷ R&D ࢭࣥࢱ࣮ࢆタ⨨ࡋࠊ⌧ᆅ〇㐀ᣐⅬࡸୖᾏࡢ୰ᅜ⏕ά◊ ✲ࢭࣥࢱ࣮ࡢ㐃ᦠࡶᙉࡍࡿࡇ࡛ࠊᾘ㈝⪅ࡢ⏕άᐇែࢆ㋃ࡲ࠼ࡓၟရࡢ㛤Ⓨᮦᩱ࣭ ไᚚᢏ⾡ࡢ⌧ᆅࡸᶆ‽ࢆ㏻ࡌࠊၟရຊࡸࢥࢫࢺຊࢆᙉࡋ㸦ࣃࢼࢯࢽࢵࢡ2009㸧ࠊ ᕷሙᐦ╔ࡋࡓ◊✲㛤Ⓨࡢ᥎㐍ࡼࡾࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥᨷ␎ࢆ୰ᚰ୰ᅜᕷሙ࡛ࡢၟရ ຊࢆᙉࡍࡿࡶࠊࣉࣛࣥࢫᴗࡢࢢ࣮ࣟࣂࣝᒎ㛤ࢆᨭ࠼ࡿᙺࡶᯝࡓࡋ࡚࠸ ࡿࠋ2005 ᖺタ❧ࡋࡓࠊࠕ୰ᅜ⏕ά◊✲ࢭࣥࢱ࣮ࠖࡸ୰ᅜᅜෆࡢᏛࠊ◊✲ᶵ㛵㐃ᦠࡋ ࡞ࡀࡽࠊ⌧ᆅࡢᾘ㈝⪅ࡢ⏕άᐇែࢆ㋃ࡲ࠼ࡓ୰ᅜᕷሙ࡛ồࡵࡽࢀࡿప౯᱁ⓑ≀ᐙ㟁ࡢ◊ ✲࣭㛤Ⓨྲྀࡾ⤌ࢇ࡛࠸ࡿ [[LL ࠋ ࡲࡓࠊୡ⏺ྛᆅ࠾ࡅࡿ⏕ά◊✲ࡢᣐⅬຍ࠼ࠊᮏ♫ࠕࢢ࣮ࣟࣂࣝࢥࣥࢩ࣮࣐ࣗࣜࢧ ࣮ࢳࢭࣥࢱ࣮ࠖࢆタ⨨ࡋࠊࢢ࣮ࣝࣉయࡋ࡚ࡢᶵ⬟ᙉࢆᅗࢁ࠺ࡋ࡚࠸ࡿࠋࡇࡢࡼ࠺ ࠊ⏕ά◊✲ᙉࢆࡶࠊୡ⏺ྛᆅ࡛ࣔࣀ࡙ࡃࡾࣀ࣮࣋ࢩࣙࣥࢆ㉳ࡇࡋࠊ᪂ࡓ࡞ᕷ 122 『中国経営管理研究』第10号 ሙࢆࡿࠕ࣮࣒࣎ࣜࣗࢰ࣮ࣥၟရࠖࢆ㛤Ⓨ࣭〇㐀ࡋ࡚࠸ࡃ᪉㔪ࢆ♧ࡋ࡚࠸ࡿࠋࡇࡢ࣎ࣜࣗ ࣮࣒ࢰ࣮ࣥྥࡅၟရࡢᡂຌࡢ୍ࡘࡀࠊ୰ᅜ࡛ 2010 ᖺ 3 ᭶Ⓨࡉࢀࡓ⠇ỈὙ℆ᶵ࡛࠶ ࡿࠋ୰ᅜ⏕ά◊✲ࢭࣥࢱ࣮ࡢ◊✲ᇶ࡙ࡁࠊ୰ᅜேࡢ⠇Ỉព㆑ࡢ㧗ࡲࡾࡸ┬࢚ࢿᛶ⬟ࢆ㔜 どࡍࡿഴྥࢆ㋃ࡲ࠼ࠊᬑཬ౯᱁ᖏึࡢ⠇Ỉ 1 ➼⣭ࠊ┬࢚ࢿ 2 ➼⣭ࢆ㐩ᡂࡋࡘࡘࡶࠊ࣐ࢽࣗ ࣝ㐠㌿ᶵ⬟ࢆ࡞ࡃࡍ࠸࠺“ࡾษࡾ”ࡼࡾࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡀ㈙࠼ࡿ౯᱁ࢆᐇ⌧ࡍ ࡿࡇࡀ࡛ࡁ࡚࠸ࡿࠋࡇࡢࡼ࠺࡞࣮࣒࣎ࣜࣗࢰ࣮ࣥၟရࡢୖࢆ 2012 ᖺᗘࡣࠊ1 つᶍᣑࡍࡿࡇࢆ┠ᶆࡋ࡚࠸ࡿࠋ ࡉࡽࠊ2012 ᖺࡣࠊࢢ࣮ࣟࣂࣝࢥࣥࢩ࣮࣐࣮࣐࣮ࣗࢣࢸࣥࢢ㒊㛛㸦௨ୗࠊGCM 㒊 㛛㸧ࡀタ❧ࡉࢀࡓࠋࡇࡢ GCM 㒊㛛ࡣࠊAVC ࢿࢵࢺ࣮࣡ࢡ♫ࠊࣉࣛࣥࢫ♫ࡢ 2 ࡘࡢ ࢻ࣓ࣥ♫࡛㛤Ⓨ࣭〇㐀ࡀ⾜ࢃࢀࡓࢥࣥࢩ࣮࣐࣮ࣗᴗศ㔝࠾ࡅࡿୡ⏺୰ࡢ࣐࣮ࢣࢸ ࣥࢢ࣭㈍࣭ࢧ࣮ࣅࢫࢆ୍ඖⓗ⾜࠺⤌⧊ࡋ࡚ࠊၟရ⩌ู㈍యไࡢᙉࡼࡿ㈍ ᣑᴗົຠ⋡ࡼࡿ⏕⏘ᛶࢆྥୖࡉࡏࡏࡿࡇࡀ┠ⓗ࡛࠶ࡿࠋ2012 ᖺ 3 ᭶ᮎࡢேဨ ࡣ⣙ 15,000 ྡ㸦᪥ᮏ 7,000 ྡࠊᾏእ 8,000 ྡ㸧࡛ᵓᡂࡉࢀࠊࢢ࣮ࣟࣂࣝࠊ࣮ࣜࢪࣙࢼࣝࠊ ࣮ࣟ࢝ࣝ࠾࠸࡚♫ࢆタ⨨ࡋ࡚࠸ࡿࠋࡇࡢ GCM 㒊㛛ࡢタ❧ࡼࡗ࡚ࠊၟရ⏬ࢆᙉ ࡋࠊPULL ᡓ␎㸦᭱⤊ᾘ㈝⪅ၟရ౯್ࢆ┤᥋ッồࡋ࡚㈍ࡘ࡞ࡆࠊࣈࣛࣥࢻຊࢆ㧗ࡵ ࡿ㸧ࢆ᥎ࡋ㐍ࡵ࡚࠸ࡃࡋ࡚࠸ࡿ㸦Panasonic 2012; Panasonic IR DAY 2012㸧 xxiii ࠋ ࡇࡢ GCM 㒊㛛ࡢᡂᯝࡣࠊヨ⾜ẁ㝵࡛ࡍ࡛ฟ࡚࠸ࡿࠋࡑࡢࡋ࡚ࠊ2011 ᖺ 4 ᭶ ୰ᅜ࡛㈍ࡋࡓ࣐ࢥࣥ⅕㣤ჾࡀ࠶ࡿࠋ࣐ࢥࣥ⅕㣤ჾࡣࠊࡶࡶ୰ᅜྥࡅ㛤Ⓨࡋࡓ 〇ရ࡛࠶ࡾࠊྠࡌ⟂య࡛ 26 ࢝ᅜᒎ㛤ࡋࠊィ⏬ᑐࡋ࡚ 3 ቑࡢ㈍ྎᩘࢆグ㘓ࡋࠊᡂ ຌࡋ࡚࠸ࡿࠋࡇࡢ⅕㣤ჾࡣࠊࣇࣟࣥࢺࣃࢿࣝࡢ 4 ࡘࡢ࣎ࢱࣥࡢ࠺ࡕࠊࠕᶆ‽ⓑ⡿ࠖࠊࠕⓑ⡿ ᛌ㏿㸭ࡋࠖࠊࠕ࠾⢛㸭ࢫ࣮ࣉࠖࢆᇶᮏࠊ୰ᅜྥࡅࡣࠕ㞧⅕ࠖࠊࢪྥࡅࡣࠕ⋞⡿ࠖ ࡋࠊ࣐ࢥ࡛ࣥ⅕ࡁ᪉ࢆไᚚࡍࡿࡇ࡛ࠊࡑࡢᆅᇦ᭱㐺ࡋࡓၟရࢆᐇ⌧ࡋࡓࡢ࡛ ࠶ࡿࠋࡲࡓࠊ୰ᅜࡔࡅ࡛࡞ࡃࠊᕷሙࢆᶓ᩿ࡋ࡚㔞⏕⏘ࢆࡋࡓࡇ࡛ࠊ53 ࢻࣝ࠸࠺ప ౯᱁࡛࣡ࣥࣛࣥࢡୗࡢ⅕㣤ჾࡢ౯᱁ࢆᐇ⌧ࡍࡿࡇࡀ࡛ࡁ࡚࠸ࡿࠋᚋࡇࡢ⅕㣤ჾࡣ᪥ᮏ ࡛ᒎ㛤ࡍࡿィ⏬ࡶ࠶ࡿ࠸࠺㸦Ἑཎ 2012㸧ࠋࡇࡢࡼ࠺ࠊࢵࣉࢢ࣮ࣞࢻᡓ␎ⓗ࡞〇ရ ࡢ㛤Ⓨࡶ GCM 㒊㛛ࢆ㏻ࡋ࡚ᚋࡶ⾜ࢃࢀ࡚࠸ࡃࡇࡀぢ㎸ࡲࢀࡿࠋ ⏕⏘㠃ࢱࢥࢼάື ⏕⏘㠃࠾࠸࡚ࡣࠊࢲ࢘ࣥࢢ࣮ࣞࢻᡓ␎ᇶ࡙ࡁࠊపࢥࢫࢺࡢࡓࡵࠊࣁ࢚ࣥࢻ≉ ࣉ࣮ࣟࢳࡢᵝ㍺ධࡼࡿࡶࡢ࡛ࡣ࡞ࡃࠊ⏕⏘ᣐⅬࢆ⌧ᆅタࡅ࡚࠸ࡿࠋ⌧ᆅࡢᣐⅬ ࠾࠸࡚ࠊࠕࢱࢥࢼࠖάືࡼࡗ࡚ࠊ㒊ရࡢప౯᱁ࡸ⌧ᆅㄪ㐩ࢆ⾜ࡗ࡚࠸ࡿࠋࠕࢱࢥࢼࠖ 123 ボリュームゾーンと日系企業戦略 άືࡣࠊᯈࡸ⢊࠸࠺※ὶࡲ࡛㐳ࡗ࡚ࠊᐇ⾜ࡍࡿཎ౯పῶάື࡛࠶ࡾࠊࠕࢱࢥࢼάື ࡣࠊ2006 ᖺࡁ࡞⪃࠼᪉ࢆࡲࡵࠊ2007 ᖺᗘࡽ V ၟရࡢ୍㒊ᒎ㛤ࡋࠊ2008 ᖺᗘ ᾏእࡢ୍㒊ၟရᗈࡆࡿࡇࡀ࡛ࡁࡓࠋᮏ᱁ⓗ࡞♫ᒎ㛤ࡣࡇࢀࡽࡔ࠸࠼ࡿࠋࢱ ࢥࢼ࡛≺ࡗࡓࡢࡣࠊࣔࣀ࡙ࡃࡾࡢᮏ㉁࠾࠸࡚ࠊᨵ㠉ࢆ㉳ࡇࡍࡇࠋ࣮࣒࣎ࣜࣗࢰ࣮ࣥ ࢱࢥࢼࡢάືࢆ࣑ࢵࢡࢫࡉࡏࠊ᪂⯆ᅜ୍࡛␒ᾘ㈝⪅ࡀồࡵ࡚࠸ࡿၟရࢆ᥈ࡋฟࡍࠖ ᆤඖ♫㛗 xxiv ࡋ࡚࠸ࡿࠋࡇࢀࡣࠊ⣽࠸㒊ศࡲ࡛ࢥࢫࢺᨵၿࢆຍ࠼ࡿάື࡛࠶ࡾࠊ ࡑࢀࡔࡅࡢάື㝗ࡾࡍࡂࡿࠊ๐ῶព㆑ࡤࡾࡀඛ⾜ࡋࠊ᪂ࡓ࡞ࡶࡢࢆฟࡍࡿ࠸࠺ άື┦ࡍࡿ༴㝤ᛶࡶ࠶ࡿࠋࢱࢥࢼάືࡢᡂᯝࢆࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢၟရ⤖ࡧࡘ ࡅࡿࡇࡀ࡛ࡁࢀࡤࠊࢱࢥࢼάືࢆࢫ࣒࣮ࢬ᪂ၟရ㛤Ⓨࡘ࡞ࡆࡿࡇࡀ࡛ࡁࡿࠋ ⏕⏘㠃㒊ရࡢᶆ‽ࠊ᱆㐪࠸ရ㉁άື ⏕⏘㠃࠾࠸࡚ࡣࠊࡉࡽ࡞ࡿࢥࢫࢺపῶࢆ┠ⓗࡋࡓ͆㒊ရࡢᶆ‽͇ࡶྲྀࡾ⤌ࢇ࡛ ࠸ࡿࠋࡑࡢ୍ࡘࠊࠕ᱆㐪࠸ရ㉁ࠖάືࡀ࠶ࡿࠋࡇࢀࡣࠊ2007 ᖺᗘࡽ QFC(Customer Quality Firstࠋࠕ࠾ᐈᵝ➨୍ࠖ㸩ࠕရ㉁➨୍ࠖ)άືࡢ୍⎔ࡋ࡚ࠊ2012 ᖺྥࡅၟရရ㉁ ࣞ࣋ࣝࢆࢲࣥࢺࢶୖࡆࡿࡓࡵࢫࢱ࣮ࢺࡉࡏࡓࡶࡢ࡛࠶ࡿࠋ┠ᶆࡍࡿࡢࡣࠊ♫ࡢከ ᵝ࡞ၟရ⩌ࡢရ㉁ࢺࣛࣈࣝࢆ᱆㐪࠸ୗࡆࡿࡇ࡛ࠊࠕၟရᏳࠖࢆ㔜どࡋ࡚ࠊᏳရ㉁ ၥ㢟ࡢࢮࣟࢆࡵࡊࡍࡶࠊ㢳ᐈࡢኌ⪥ࢆഴࡅࠊ㢳ᐈ㑅ࢇ࡛ࡶࡽ࠺ࡓࡵࡢࠕࡘ ရ㉁࡙ࡃࡾࠖࢆ㏣ồࡍࡿࡶࡢ࡛࠶ࡿࠋࡲࡓࠊ㛤Ⓨẁ㝵࣭〇㐀ẁ㝵ࡑࢀࡒࢀ㧗ရ㉁࡞ၟရ ࢆ 㐀 ࡾ ㎸ ࡴ ࡓ ࡵ ࡢ ࡋ ࡃ ࡳ ࢆ ぢ ┤ ࡋ ࠊࠕ ရ ㉁ 㐀 ࡾ ㎸ ࡳ ࢩ ࢫ ࢸ ࣒ ࡢ ᙉ ࠖ ࢆ ᅗ ࡗ ࡚ ࠸ ࡿ 㸦Panasonic ࣮࣒࣮࣍࣌ࢪ㸧ࠋ ࣃࢼࢯࢽࢵࢡ࣭ᐆ $3 ࣅ࣮ࣗࢸ࣭ࣜࣅࣥࢢᗈᕞ᭷㝈බྖࡢ ࡇࡇ࡛ࡣࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥྥࡅ〇ရࢆ〇㐀ࡋ࡚࠾ࡾࠊᚋ୰ᅜᕷሙ࡛ὀຊࡋ࡚࠸ࡃ ࡋ࡚࠸ࡿ“Panasonic Beauty”〇ရࡢ〇㐀ࢆ⾜ࡗ࡚࠸ࡿࣃࢼࢯࢽࢵࢡᐆࣅ࣮ࣗࢸࣜࣅࣥ ࢢ㸦ᗈᕞ㸧ࡢࢆ⤂ࡍࡿࠋ͆ࣃ࣮ࢯࢼࣝၟရ͇࡛࠶ࡿᗣ⨾ᐜᐙ㟁ࡢศ㔝ࡣࠊఫᏯ✵ 㛫㸦ⓑ≀ᐙ㟁㸧సࡾ᪉ࡸࡾ᪉ࡀ␗࡞ࡿࡀࠊࢥᴗࡣ࡞ࡽ࡞࠸ࡀ㧗┈ࢆᐇ⌧ࡉࡏ ࡿྍ⬟ᛶࡀ࠶ࡿᮇᚅࡉࢀࡿศ㔝࡛࠶ࡿ㸦ᩥ⸤⛅ 2012㸧ࠋ ࣃࢼࢯࢽࢵࢡ࣭ᐆ AP ࣅ࣮ࣗࢸ࣭ࣜࣅࣥࢢ㸦ᗈᕞ㸧ࡣࠊᗈᮾ┬ᗈᕞᕷ␒⚸༊ᕷᗈ㊰ ᐆᇶᆅࡢᗈᕞ⤒῭ᢏ⾡㛤Ⓨ༊ෆ❧ᆅࡋࠊ1993 ᖺ 12 ᭶タ❧ࡋࠊ1995 ᖺ 3 ᭶ࡽ᧯ ᴗࢆ㛤ጞࡋ࡚࠸ࡿࠋࣃࢼࢯࢽࢵࢡᐆࣅ࣮ࣗࢸࣜࣅࣥࢢ㸦ᗈᕞ㸧ࡣࠊᙜึ࣓ࣥࢬࢩ࢙࣮ 124 『中国経営管理研究』第10号 ࣂ࣮ᕤሙࡋ࡚ࢫࢱ࣮ࢺࡋࠊࡑࡢᚋ᪥ᮏࡽࡢ⏕⏘⛣⟶ࠊSKD ⏕⏘(Semi Knock-Down ⤌ ❧)ࡼࡗ࡚ࢸ࣒ࡀቑຍࡋ࡚࠸ࡗࡓࠋ 2011 ᖺ⌧ᅾࠊ࡞〇ရࡣࠊ୰ᅜᕷሙࢩ࢙ࡢྎᩘ࣮࣋ࢫ࡛ 12㸣ࠊ㔠㢠࣮࣋ࢫ࡛ 15㸣ࢆ ༨ࡵࡿ࣓ࣥࢬࢩ࢙࣮ࣂ࣮ࢆࡣࡌࡵࠊ࣊ࢻ࣮ࣛࣖࠊࣞࢹࢩ࢙࣮ࣂ࣮࣭⬺ẟჾࠊࣂࣜ࢝ ࣭ࣥ࢝ࢵࢱ࣮ࠊ⨾ᐜၟရ࡞ࡀ࠶ࡾࠊ≉࣏ࢣࢵࢺࢻࣝࢶ㸦ࣁࣈࣛࢩ㸧ࡢୖࡀ㏆ᖺࡣዲ ㄪ࡛࠶ࡿࠋ࠼ࡤࠊ࣓ࣥࢬࢩ࢙࣮ࣂ࣮࡛ࡣ 100 ඖࠊࢻ࣮࡛ࣛࣖࡣ 59㹼69 ඖࢆᬑཬ౯᱁ ᖏࡋ࡚ࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡋ࡚ᤊ࠼࡚࠸ࡿࠋ࠸ࡎࢀࡶࠊࣇࣜࢵࣉࢫࠊࣈࣛ࢘ࣥࠊ FLYCO ࡞ࢢ࣮ࣟࣂࣝᴗࡸ୰ᅜᆅሙᴗࡢ➇தࡀ⃭ࡋࡃ࡞ࡗ࡚࠸ࡿࡀࠊ࣓ࣥࢬࢩ࢙ ࣮ࣂ࣮࡛ࡣ㧗࠸ᕷሙࢩ࢙ࢆ༨ࡵ࡚࠸ࡿࠋࢫࢳ࣮࣐ࡶࢀጞࡵ࡚࠸ࡿࠋ〇ရࡢฟⲴඛࡋ ࡚ࡣࠊ᪥ᮏࡢ㍺ฟࡀ⣙ 3 ࡛༙〇ရࢆࣃࢼࢯࢽࢵࢡ AWM ᮏ㒊ࢆ㏻ࡌ࡚ᅜᕷሙ㈍ ࡍࡿᙧࢆࡗ࡚࠸ࡿࠋ⣙ 4 ࡣࠊ㤶 ᯇୗ㟁ᕤ᭷㝈බྖ㸦ၟ♫㸧ࢆ㏻ࡋ࡚ୡ⏺ 50 ࢝ᅜ ㈍ࠊ㍺ฟࡋ࡚࠸ࡿ㸦ࢻ࣮ࣛࣖࡣ୰ᅜᅜෆ㈍ࡢࡳ㸧ࠋࡑࡢࡢ⣙ 3 ࡀ୰ᅜᅜෆᕷሙ ྥࡅ࡛࠶ࡾࠊ௦⌮ᗑ⤒⏤ฟⲴ┤᥋ᑠᗑࡢฟⲴࡣࡰྠࡌྜ࡛⾜ࡗ࡚࠸ࡿࠋࡲࡓࠊ ᚋࡢᡂ㛗ᡓ␎ࡋ࡚ࡣࠊ⏕⏘⬟ຊࢆ 2 ಸᣑࡋࠊḢᕞྥࡅࠊ୰ᅜࡢᅜෆෆ㟂ࢆ ୰ᚰࡋ࡚࠸ࡃࡇࡽࡶࠊ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥᕷሙྥࡅ࡛⏕ࡁṧࡿᡓ␎ὀຊࡋ࡚࠸ ࡃࡇࡀணࡉࢀࡿࠋ ᪂ၟရࡢ㛤Ⓨ࣭࣮࣒࣎ࣜࣗࢰ࣮ࣥᡓ␎ࡋ࡚ࡣࠊ᪥ᮏ࡛ࡣࠊࣃࢼࢯࢽࢵࢡᐆࣅ࣮ࣗࢸ ࣜࣅࣥࢢ㸦ᗈᕞ㸧ྠࡌ〇ရࢆ〇㐀ࡋ࡚࠸࡞࠸ࡓࡵࠊࢢ࣮ࣟࣂࣝၟရࡣࠊ᪥ᮏ࡛タィࡍ ࡿࡀࠊ୰ᅜࡽฟᙇ࠸࠺ᙧ࡛ඹྠ㛤Ⓨࢆ࠾ࡇ࡞࠸ࠊ᪉ࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆྵࡵࡓ୰ ᅜྥࡅࡣࣃࢼࢯࢽࢵࢡᐆࣅ࣮ࣗࢸࣜࣅࣥࢢ㸦ᗈᕞ㸧ࡀタィ㛤Ⓨࢆ⾜࠺ᙧࢆࡗ࡚࠸ࡿࠋ ࡑ࠺ࡋࡓ࣮࣒࣎ࣜࣗࢰ࣮ࣥ〇ရࡢ〇㐀ࢆᨭ࠼ࡿ⏕⏘⟶⌮㠃࡛ࡣࠊᕷሙࡢࢽ࣮ࢬᑐᛂࡍ ࡃࠊ୰ᅜࣃࢼࢯࢽࢵࢡࠊ᪥ᮏࣃࢼࢯࢽࢵࢡ࡞ࢢ࣮ࣟࣂࣝ㈍♫ࡽࡢሗᇶ࡙ࡁࠊ⏕⏘ ィ⏬ࢆసᡂࡋࠊฟⲴィ⏬ࡽ㏫⟬ࡋ࡚ࠊ᪥ࠎࡢ⏕⏘ࢫࢣࢪ࣮ࣗࣝࢆタᐃࡋ࡚࠸ࡿࠋ ࣮࣒࣎ࣜࣗࢰ࣮ࣥྥࡅࡢ〇㐀㛵ࡋ࡚ࡣࠊ࠸ࢥࢫࢺࢆᢚ࠼ࠊప౯᱁࡞〇ရࢆసࡾฟ ࡍࡀࡁ࡞ㄢ㢟࡞ࡗ࡚࠾ࡾࠊࡑࡢࡓࡵ⏕⏘ࣛࣥࡸ㒊ရㄪ㐩ࡢ㠃࡛ࡶᵝࠎ࡞ྲྀࡾ⤌ ࡳࡀ⾜ࢃࢀ࡚࠸ࡿࠋ⏕⏘ࣛࣥࡣࠊ㏆ᖺࡢேᡭ㊊㈤㔠㧗㦐ᑐᛂࡍࡿࡓࡵ⮬ືࢆ㐍 ࡵ࡚࠸ࡿࡀࠊே௳㈝ࡀࡲࡔᏳ࠸ࡇࡶ࠶ࡾࠊ༙⮬ື࡞ࡗ࡚࠸ࡿࠋࡓࡔࠊ⤌❧ᕤ⛬ࡣࠊ ࢭࣝ᪉ᘧࡀ᥇⏝ࡉࢀ࡚࠸ࡿࠋ≉ࠊࢯ࢚ࡢ⤌❧ࣛࣥࡣࡰேᡭ࡛ࠊዪᛶసᴗ⪅ ࡼࡗ࡚⾜ࢃࢀ࡚࠸ࡿࠋ㒊ရⅬᩘࡀከ࠸ࡓࡵࠊ⮬ືࡣ㞴ࡋ࠸࠸࠺ࠋࡋࡋࠊయࡋ࡚ ࡣ⮬ືࡢ᪉ྥࢆ㐍ࡵ࡚࠾ࡾࠊ⮬ືࡢ࣓ࣜࢵࢺࢆாཷࡍࡿࡔࡅࡢ⏕⏘࣮࣒࣎ࣜࣗࡣ࠶ࡿ 125 ボリュームゾーンと日系企業戦略 ࡳ࡚࠸ࡿࠋࡲࡓࠊ㒊ရࡢㄪ㐩ࡣࠊ⌧ᆅࡢ᪥⣔ᴗࡽࡼࡿࡶࡢ࡛࠶ࡿࡀࠊ࠼ࡤࠊ ࢩ࢙࣮ࣂ࣮ࡢ⌧ᆅㄪ㐩⋡ࡣ࣮ࣟ࢝ࣝᴗࡶྵࡵ㧗࠸Ỉ‽࡛࠶ࡿࠋࠕࢱࢥࢼάືࠖࡶྲྀ ࡾ⤌ࢇ࡛࠾ࡾࠊᕝୖࡲ࡛ᐇࡋࠊࢥࢫࢺ๐ῶྲྀࡾ⤌ࢇ࡛࠸ࡿࠋ ࡇࡢࡼ࠺ࢥࢫࢺࢆᢚ࠼ࠊప౯᱁࡞〇ရࢆసࡾฟࡍດຊࡀ㐍ࡵࡽࢀ࡚࠸ࡿࡀࠊྠࠊ ᚑ᮶ࡢ͆㧗ရ㉁࣭㧗ຍ౯್͇ࡢ୍㠃ࡢ⥔ᣢࡶᅗࡽࢀ࡚࠸ࡿࠋ୍ࡘࡣࠊရ㉁⟶⌮㠃࡛ࠊ ࠕ᱆㐪࠸ရ㉁ࠖάືྲྀࡾ⤌ࢇ࡛࠸ࡿࠋࡑࡋ࡚ࠊࡑࡢ⤖ᯝࡋ࡚ᕤ⛬Ⰻ⋡ࡢపῶࡀ㧗 ࠸Ỉ‽࡛㐩ᡂࡉࢀ࡚࠸ࡿࠋ࣮࣒࣎ࣜࣗࢰ࣮ࣥ〇ရࡢࡶࡢ࡙ࡃࡾࢆᨭ࠼ࡿ࠺࠼࡛㔜せ࡞ࡢࡣࠊ ͆ே͇࡛࠶ࡿࡀࠊᚑᴗဨ xxv ࡣࠊ♫࡛⣙ 3000 ྡࢆ᧦ࡋ࡚࠸ࡿࠋࡇࡢ♫ဨࢆ 3 ࡘࡢ࢝ࢸ ࢦ࣮ࣜࠊ㸦1㸧ࢫࢱࢵࣇᶵ⬟㸩⫋⌜㛗㸦┤᥋ᕤࢆ㝖ࡃ㸧ࠊ㸦2㸧ṇ♫ဨᕤࠊ㸦3㸧⮫ᕤศ㢮 ࡋ࡚࠸ࡿࠋ㸦1㸧ࡣᴗ௨᮶ࠊ⏕⏘㈍ࡢቑຍศࡣቑຍࡋ࡚࠾ࡽࡎࠊ2006 ᖺᗘࡽ㔜 Ⅼᙉ㒊㛛࡛ேဨ⿵ᙉࢆ⾜ࡗ࡚࠸ࡿ⌧≧࡛࠶ࡿࠋ㸦2㸧ࡣࠊᮇ㛫ᢏ⬟ᕤࡋ࡚ࠊ㧗ࢫ࢟ࣝ ࢆ┠ᣦࡋࠊປົὴ㐵ࡢࢺࢵࣉࢡࣛࢫࢆṇ♫ဨⓏ⏝ࡋ࡚࠸ࡿࠋᇶᮏⓗ㏥⫋⿵ࡢᙧࢆ ࡗ࡚࠸ࡿࠋ㸦3㸧ࡣࠊ2001 ᖺࡼࡾᐇ⩦⏕ไᗘࢆᑟධࡋࠊ⏕⏘ࡢቑຍᑐࡋ࡚ᐇ⩦⏕࡛ᑐᛂ ࡋ࡚ࡺࡃࠋࡇࢀࡼࡾࠊᏘ⠇ኚືࡶேဨㄪᩚ࡛ᰂ㌾ᑐᛂ࡛ࡁࡿࡋ࡚࠸ࡿࠋࡲࡓࠊປ ാዎ⣙ἲᨵṇࡼࡾࠊዎ⣙ࡣ 1 ᖺ௨ෆ࡛ࠊᨻᗓ㏻㐩ࡼࡾ 2 ᖺ┠௨㝆ࡣὴ㐵♫ဨᢅ࠸ኚ ᭦࡞ࡿࠋᐇ⩦⏕ᑐࡍࡿᵓᡂẚࡸṧᴗไ㝈࡞ࡢつไࡼࡾࠊປົὴ㐵ᕤࡢษࡾ᭰࠼ ࡞ࡶ⾜ࢃࢀ࡚࠸ࡿࠋ ᚑᴗဨࡢฟ㌟ᆅᇦࢆࡳࡿࠊᗈᕞฟ㌟⪅ࡣ㞟ࡲࡾࡃ࠸࠸࠺⌧≧ࡀ࠶ࡿࡀࠊࡑࢀ࡛ࡶ ⣙༙ᩘࡀᗈᮾ┬ࡢฟ㌟࡛࠶ࡿࠋࡑࡢࠊᇦእࡢฟ㌟⪅ࡢ࣮࣮࣡࢝ࡢከࡃࡣ†༡ࠊᗈすࠊ† ࡸᡂ㒔ࢆ୰ᚰࡋࡓෆ㝣㒊ࡽࡢฟ✌ࡂ࡛࠶ࡿࡀࠊ᭱㏆ࡣᆅඖᖐࡿືࡁࡶฟ࡚࠸ࡿࠋ ㈤㔠Ỉ‽ࡽࡳ࡚ࡶࠊᗈᕞ࿘㎶ࡣ 1100 ඖ/᭶࡛࠶ࡿࡢᑐࡋࠊ῝ᆆࡣ 1350 ඖ/᭶ࡀᖹᆒ ࡞ࡗ࡚࠸ࡿࡓࡵࠊ῝ᆆ⛣ࡿࠊෆ㝣ᡠࡿࢆ㑅ᢥࡋࠊ㞳⫋⋡ࡀ㧗ࡃ࡞ࡿせᅉ࡞ࡗ࡚ ࠸ࡿࠋࡑࡢࡓࡵࠊཧ⏬ព㆑㠃࠾࠸࡚ࠊFT㸦Foremen & Technicians㸧⫋⬟㛤Ⓨ◊✲ ࡼࡤࢀࡿࠊാࡁࢆ㧗ࡵࠊ⫋ົ㐙⾜⬟ຊࡢ㛤Ⓨࠊ⫋ሙࡢάᛶࢆᅗࡿ࠸࠺ᇶᮏ᪉㔪ࡢୗࠊ ♫ᕤሙࡈᖿࡸົᒁࢆタࡅ࡚άືࡍࡿࡶࡢࢆ⌜㛗⫋㛗ྥࡅᐇࡍࡿ࡞ࡋ ࡚࠸ࡿࠋ యࡋ࡚ࡣࠊᚋࠊ୰ᅜᕷሙྥࡅࠊ≉୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥ〇ရࡢ〇㐀ྥࡅࠊ ேᮦࡢ⫱ᡂᶵ⬟㒊ရࡢ⮬ືຍ࠼ࠊ㒊ရࡢෆ〇⋡ࡢྥୖࠊ㒊ရ⌧ᆅㄪ㐩⋡ࡢྥୖࢆ ㏻ࡌࡓ㒊ရࡢ⌧ᆅࡀࡁ࡞ㄢ㢟ࡉࢀ࡚࠸ࡿࠋ 126 『中国経営管理研究』第10号 㸬ࣃࢼࢯࢽࢵࢡࡢᑠᣓ ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥᕷሙࡢᨷ␎ࢆ┠ᣦࡍࡁࠊ୍⯡ⓗ᪥⣔〇㐀ᴗ࡛᥇⏝ࡉࢀ࡚࠸ࡿ ࢲ࢘ࣥࢢ࣮ࣞࢻᡓ␎ࡢ௦⾲ⓗ࡞ࡋ࡚ࠊࣃࢼࢯࢽࢵࢡࢆ᳨ウ࣭ศᯒࡋࡓࠋࣃࢼࢯࢽ ࢵࢡ࡛ࡣࠊᚑ᮶ࡢࣁ࢚ࣥࢻࡲࡓࡣඛ㐍ᅜᕷሙࢆࢱ࣮ࢤࢵࢺࡋࡓᚑ᮶ࡢࣁ࢚ࣥࢻ≉ ᡓ␎ࡽࠊࢲ࢘ࣥࢢ࣮ࣞࢻࡉࡏ࡚࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆࢱ࣮ࢤࢵࢺࡍࡿ͆ࢲ࢘ࣥࢢ࣮ࣞࢻ ᡓ␎͇ࢆ᥇⏝ࡋࠊᚋᣑࡋ࡚ࡺࡃ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆᨷ␎ࡍࡿ᪉㔪ࡀࡳ࡚ࢀࡓࠋࡑࡋ ࡚ࠊࣃࢼࢯࢽࢵࢡ࣭ᐆ AP ࣅ࣮ࣗࢸ࣭ࣜࣅࣥࢢ㸦ᗈᕞ㸧᭷㝈බྖࡢ࡛☜ㄆࡋࡓࡼ ࠺ࠊࣃࢼࢯࢽࢵࢡࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥ〇ရࡢࢥࣥࢭࣉࢺࡋ࡚ࠊ౯᱁ࢆᢚ࠼ࡓ࠺࠼࡛ࠊ ࡑࢀ࡞ࡾⰋ࠸ရ㉁ࢆ㐩ᡂࡍࡿࡶࡢ࡙ࡃࡾࢆ┠ᣦࡋ࡚࠸ࡓࠋࡑ࠺ࡋࡓࡶࡢ࡙ࡃࡾࡢᐇ⌧ࡢ ࡓࡵࠊࡲࡎ࣮࣒࣎ࣜࣗࢰ࣮ࣥ〇ရࡢ〇㐀㔜せ࡞ࡿ⌧ᆅᐦ╔ࡋࡓࠊ࣮࣒࣎ࣜࣗࢰ࣮ ࣥࡢࢽ࣮ࢬᑐᛂࡋࡓ〇ရ࡙ࡃࡾࡢࡓࡵࠊ◊✲㛤Ⓨࢆ᪩࠸ẁ㝵ࡽ⌧ᆅタ⨨ࡋ࡚࠸ࡓࠋ ࡑࡢ࠺࠼࡛ࠊ⏕⏘㠃࡛ࢱࢥࢼάືࡸ㒊ရࡢᶆ‽ࠊ᱆㐪࠸άື➼ࢆ࠾ࡋ࡚ࠊタィᇶ‽ ࢆࡳ࡞࠾ࡋࡓࡾࠊపࢥࢫࢺ㒊ရࢆ᥇⏝ࡋࡓࡾࡍࡿࡇ࡛ࠊရ㉁ࢆࣁ࢚ࣥࢻ࣭ඛ㐍ᅜᕷሙ ྥࡅ〇ရࡼࡾࡶపୗࡉࡏࠊ〇ရࡢᖜ࡞౯᱁పୗࢆᐇ⌧ࡍࡿࡓࡵࡢྲྀࡾ⤌ࡳࡀ☜ㄆ࡛ࡁࡓࠋ ᚋࡣࠊࡇ࠺ࡋࡓ࣮࣒࣎ࣜࣗࢰ࣮ࣥྥࡅࢥࢫࢺࢆᢚ࠼ࡓప౯᱁ࡘ࣮࣒࣎ࣜࣗࢰ࣮ࣥ ࠾ࡅࡿࠕ㐺ṇရ㉁ࠖࠊࠕᕷሙရ㉁ࠖࢆᣢࡕྜࡏࡓ〇ရࢆ〇㐀ࡍࡿࡇࡀ࡛ࡁࡿࠊࡑ࠺ࡋࡓ ࣮࣒࣎ࣜࣗࢰ࣮ࣥ〇ရࡢ〇㐀ࢆᐇ⌧ࡉࡏࡿࡓࡵᚲせ࡞ࡗ࡚ࡃࡿேᮦ⫱ᡂࠊᶵ⬟㒊ရ 㛵ࡍࡿ⮬ືࡢ᥎㐍ࠊ㒊ရࡢෆ〇⋡ࡢྥୖࠊ㒊ᮦ࣭㒊ရࡢ⌧ᆅㄪ㐩⋡ࡢྥୖࢆ㏻ࡌࡓ⌧ ᆅ࡞ࡀᚋࡢࡁ࡞ㄢ㢟࡞ࡗ࡚࠸ࡿ࠸࠼ࡿࠋ Ϯ࠾ࢃࡾ ௨ୖࡢ㆟ㄽࢆ㏻ࡌ࡚ࠊᮏ✏࡛ࡣࠊ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᐃ⩏࣭ᣦᶆ᥎⛣ࢆ⪃ᐹࡋࠊ ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥ࠾ࡅࡿ᪥⣔ᴗࡀᢪ࠼ࡿㄢ㢟ࡑࡢ〇ရᡓ␎࠾ࡅࡿ᪥⣔ᴗࡢ ⌧≧ࢆ୰ᚰ᳨ウࡋࡓࠋ᪥⣔〇㐀ᴗࡣࠊ▷ᮇ࣭୰ᮇⓗࡣᚋࡶᣑࡀ㢧ⴭ࡛࠶ࡿ࣎ࣜࣗ ࣮࣒ࢰ࣮ࣥὀຊࡋ࡚࠸ࡃྍ⬟ᛶࡀ㧗࠸ࠋࣃࢼࢯࢽࢵࢡࡢ࡛☜ㄆࡋࡓࡼ࠺⌧≧ࡽ ࡳࡿࠊࣁ࢚ࣥࢻ≉ᡓ␎ࡽࢲ࢘ࣥࢢ࣮ࣞࢻᡓ␎ࡢᒎ㛤ࡀὶ࡞ࡗ࡚࠸ࡿࡳࡽ ࢀࡿࠋࡑࡢሙྜࠊ୰ᅜᕷሙྥࡅࡢ〇ရ㛤Ⓨࢆ⾜࠸ࠊ༢⣧ඛ㐍ᅜᕷሙ࠾ࡅࡿ〇ရࡢ౯᱁ ࡸᶵ⬟࣭ᛶ⬟ࢆⴠࡍࡇࡔࡅ࡛ࡣ࡞ࡃࠊඛ㐍ᅜᕷሙྥࡅࡢ㐣࡞ᶵ⬟࣭ᛶ⬟ࢆ┬ࡁࠊ⌧ ᆅࡢࢽ࣮ࢬྜࡗࡓᶵ⬟࣭ᛶ⬟ࢆࡅຍ࠼ࠊඛ㐍ᅜᕷሙ࡛ࡢ〇ရࡼࡾࡶప౯᱁࡞〇ရࢆ 㐀ࡍࡿࡇ࡛ࡇࡢࡼ࠺࡞ᴗࡸ〇ရᑐᢠࡋ࡚ࡃࡇࡀ㔜せ࡞ࡿࠋࡲࡓࠊ࣮࣒࣎ࣜࣗࢰ 127 ボリュームゾーンと日系企業戦略 ࣮ࣥࡣ〇ရࡼࡗ࡚ࡣࠊࣁ࢚ࣥࢻ≉ᡓ␎ࠊࢲ࢘ࣥࢢ࣮ࣞࢻࡸࢵࣉࢢ࣮ࣞࢻᡓ␎ࡢ ࢀࡶࡀᡂࡾ❧ࡘከᵝ࡛」㞧࡞ᕷሙ࡛࠶ࡿࡓࡵࠊᴗࡣ〇ရࡈࢱ࣮ࢤࢵࢺᒙࡢ≉ᚩࡸᾘ ㈝⪅⾜ື࣭㑅ዲࢆ㐺☜ࡘࡴࡇࡶᚲせ࡛࠶ࡿࠋ ୍᪉࡛ࠊ୰ᅜᕷሙࡣ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡔࡅ࡛ࡣ࡞ࡃࠊᐩ⿱ᒙࡶ BOP ࡶつᶍࡣࡁ࠸ࠋ ୰ᅜࡢᐩ⿱ᒙࡣ╔ᐇᙧᡂࡉࢀࠊࡍ࡛⌧ᆅ࣐࣮ࢣࢵࢺᑐࡋ࡚ࡶᙳ㡪ຊࢆᣢࡕࠊᾏእࡢ ሗឤぬࢆᣢࡘᾘ㈝⪅ࡀᚋࡶᏑᅾࡋࠊ᪥⣔ᴗࡗ࡚つᶍ࡞࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆ ࢱ࣮ࢤࢵࢺࡍࡿࡼࡾࡶࠊຍ౯್ࡢ㧗࠸〇ရࡸࢧ࣮ࣅࢫࢆᥦ౪ࡋࠊ⌧ᆅ࠾ࡅࡿࣈࣛࣥ ࢻࢆຠ⋡ⓗᵓ⠏ࡍࡿࡇࡀ࡛ࡁࡿ࠸࠺㆟ㄽࡀ࠶ࡾ࠺ࡿࠋࡲࡓࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡀ ᚋᐩ⿱ᒙ࡞ࡿࡇࢆぢ㏻ࡋ࡚ࠊᚑ᮶㏻ࡾࡢࣁ࢚ࣥࢻ≉ࡋࡓ࠸࠸࠺ᴗࡶ࠶ࡿࡔ ࢁ࠺ࠋ᪉࡛ࡣࠊ⮬ື㌴⏘ᴗ࡞ࡣప౯᱁➇தࡀ⃭ࡋࠊ᪥⣔ᴗࡶ BOP ᕷሙࢆ᪂ࡓ 㛤ᣅࡍࡿᡓ␎ࡢྍ⬟ᛶࡶ࠶ࡿࠋᚑ᮶ࡢࣁ࢚ࣥࢻᕷሙྥࡅࡢ㍈ࢆࡢࡼ࠺࣮࣒࣎ࣜࣗࢰ ࣮ࣥࡸ BOP ྥࡅ㌿ࡲࡓࡣᣑࡋ࡚࠸ࡃࡢࡀ᪥⣔ᴗࡢ㔜せ࡞ㄢ㢟࡞ࡿࡔࢁ࠺ࠋ ᮏ✏࡛ࡣ༑ศㄽࡌࡽࢀ࡞ࡗࡓࡀࠊࡇࡢࡼ࠺࡞᪥⣔ᴗࡢᡓ␎ࢆㄽࡌࡿୖ࡛ࠊᚋࡢ ◊✲ㄢ㢟ࡋ࡚ࠊࡉࡽḟࡢ 3 Ⅼࡘ࠸࡚ࡼࡾ❧ࡕධࡗࡓ◊✲ࡀᚲせࡉࢀࡿࠋ➨ 1 ࠊ ࣐࣮ࢣࢸࣥࢢᡓ␎ⓗ࡞どⅬࡽࠊ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥ࠾ࡅࡿ〇ရࡈࡢᾘ㈝⪅⾜ື ࡉࡽ࡞ࡿศᯒࠊ➨ 2 ࠊࡶࡢ࡙ࡃࡾㄽⓗ࡞どⅬࡽࡢᴗ࣭〇ရᡓ␎ࡢ⪃ᐹࠊ➨ 3 ࠊ ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥᡓ␎ࡀ᪥ᮏᆺ⤒Ⴀ࣭⏕⏘ࢩࢫࢸ࣒ࡢ⌧ᆅ⛣㌿࠼ࡿᙳ㡪ࡢ⪃ᐹ࡛ ࠶ࡿࠋࡾࢃࡅࠊ➨ 3 㛵ࡋ࡚ࠊ᪥⣔ᴗࡀᮏ᮶ᣢࡘࠊᢏ⾡ຊࠊࣈࣛࣥࢻຊࠊ㈍ࢳࣕ ࢿࣝࢆάࡋ࡞ࡀࡽࡢࡼ࠺ࠊရ㉁࣭ᶵ⬟࣭ࢥࢫࢺ࣭౯᱁ࡢࣂࣛࣥࢫࢆࡗ࡚࠸ࡃࡢ ࡀゎ᫂ࡉࢀࡿᚲせࡀ࠶ࡿࠋࡇࡢⅬ㛵ࡋ࡚ࡣࠊ௨ୗࡢࡼ࠺࡞Ⅼࡀࡼࡾ❧ࡕධࡗࡓゎ᫂ࡉࢀ ࡿᚲせࡀ࠶ࡿ⪃࠼ࡽࢀࡿࠋ㸦1㸧ูࣈࣛࣥࢻࢆ❧ࡕୖࡆࡓࡾࠊᆅᇦู〇ရࢆ㛤Ⓨࡋࡓࡾࠊ ᪂ᢏ⾡ࡸ᪂〇ရࢆ⥅⥆ⓗ㛤Ⓨࡋ࡚࠸ࡃࡢࠊ㸦2㸧ࡇࢀࡲ࡛ࡢ⏕⏘ᣐⅬࢆㄪ㐩ᣐⅬࡸ⌧ ᆅࢽ࣮ࢬⓗ☜ᑐᛂࡍࡿࡓࡵࡢ R&D ᣐⅬࡸࣇࢱ࣮ࢧ࣮ࣅࢫᣐⅬࢩࣇࢺࡲࡓࡣ㏣ຍ ࡉࡏ࡚࠸ࡃືࡁࡣຍ㏿ࡍࡿࡢࠊ㸦3㸧ἢᾏ㒊࡛ࡢ㈤㔠ࢥࢫࢺࡢୖ᪼ࡸປാຊ㊊࡞ࡢ ᙳ㡪ࢆཷࡅࠊෆ㝣㒊ᣐⅬࢆ⛣㌿ࡉࡏࡿᴗࡶ࠶ࡿࡀࠊ୰ᅜ࡛ࡢ⤌⧊ㄪᩚᴗࡢ⦅ࡸ ⤫ᗫྜࡶồࡵࡽࢀ࡚࠸ࡿࡢ࡛࡞࡛ࠊᐇ㝿᪥ᮏᆺ⤒Ⴀ࣭⏕⏘ࢩࢫࢸ࣒ࡢࡼ࠺࡞ᙳ㡪 ࡸኚࢆ࠼࡚࠸ࡿࡢࠊ㸦4㸧ࣄࢺࠊࣔࣀࠊ㒊ရㄪ㐩ඛࠊ㔠ᆺᣐⅬ࡞ࡍ࡚ࡢ⤒Ⴀ㈨ ※ࡢ⌧ᆅࡀࢀ㐍ࢇ࡛࠸ࡿࡢࠊ㸦5㸧〇ရࡢ⌧ᆅ㛤Ⓨࡼࡗ࡚୰ᅜᕷሙࡢ≉ᛶ ྜࢃࡏࡓ〇ရ㛤Ⓨࡀᐇ㝿⾜ࢃࢀ࡚࠸ࡿࡢࠊ㸦6㸧ࡲࡓࠊࡑࢀࡣ༢ᶵ⬟ࡸኚ✀ኚ㔞ᛶ ࢆྥୖࡉࡏࡿࡇ࡛ᑐᛂ࡛ࡁࡿࡢࠊ㸦7㸧ᚑ᮶ࡢ࣓ࣜ࢝ᆺ㔞⏕⏘ࢩࢫࢸ࣒ࡋ࡚ࡶ 128 『中国経営管理研究』第10号 ࡼ࠸ࡢࠊࡑࢀࡶ᪥⣔ᴗࡢᮏ᮶ᣢࡘࠊ㧗ᶵ⬟ࠊ㧗ရ㉁〇ရࡇࡔࢃࡾᅜᴗࡢᕪ ูὀຊࡋ࡚࠸ࡃࡁ࡞ࡢࠋࡇ࠺ࡋࡓⅬ㛵ࡋ࡚ࡣࠊᚋࡢ◊✲ㄢ㢟ࡋࡓ࠸ࠋ ཧ⪃ᩥ⊩ 㹙᪥ᮏㄒᩥ⊩㹛 • IMF㸦2012㸧ࠕࢪ㸸ぢ㏻ࡋࡣ୍ẁ᫂ࡿ࠸ࡶࡢࡢࠊ⬤ᙅ࡞ୡ⏺⤒῭ࡼࡾ㧗࠸ࣜ ࢫࢡ┤㠃ࠖIMF ࢧ࣮࣭࣋࢜ࣥࣛࣥࠋ • IT ࢯ࣮ࣜࣗࢩࣙࣥࣇࣟࣥࢸ㸦2012㸧ࠕ୰ᅜࡢࢫ࣐࣮ࢺࢩࢸᕷሙཧධࡍࡿࡓࡵ ̺᪥ᮏᴗࡗ࡚ࡢᡂຌせ௳ࡣఱ̺ࠖ≉㞟 [୰ᅜࡢ♫࣭⏘ᴗࡢⓎᒎ᪥ ᮏࡢ IT ᴗᶵ]ࠋ • 㟷ᔱ⛱ࠊஂಖ⏣ὒࠊᆏᮏ㑈ᖹ㸦2009㸧ࠕࢭ࢝ࣥࢻࢫࢸ࣮ࢪධࡗࡓ᪂⯆ᅜྥࡅࡶࡢ ࡙ࡃࡾ ୰㛫ᡤᚓᒙ║ࢆ⨨࠸ࡓ࢚ࣞࢡࢺࣟࢽࢡࢫᴗ⏺ࡢ᪂⯆ᅜᡓ␎Ꮫࡪࠖࠗ▱ ⓗ㈨⏘㐀࠘ࠋ • Abraham, J, Aguiar, M, Michael, D, Pickman, and Subramanian, A㸦2008㸧ࠕࢿࢡࢫࢺ࣭ ࣅࣜ࢜ࣥࡢᐇീʊ1 5 ༓ேࡢㄪᰝࡽ ࢣ࣮ࢱࡣࢿࢡࢫࢺ࣭ࣅ࡛ࣜ࢜ࣥ㐍ࡍࡿࠖ ࣎ࢫࢺࣥࢥࣥࢧࣝࢸࣥࢢࢢ࣮ࣝࣉࠋ • ኳ 㔝 ᩥ 㸦 2011 㸧ࠕ ࢪ ᕷ ሙ ࡢኚ ᐜ ᪥ ᮏ ᴗ ࡢ ᕷ ሙ ᾐ ㏱ ᡓ␎ ࠖ ࢪ ⤒ ῭ Ꮫ ࠕ༴ᶵࢆ㉸࠼࡚㸸ࢪ⤒῭ࡢᙉࡉᒎᮃࠖ2011 ᖺ 5 ᭶ 21 ᪥ࣉࣞࢮࣥࢸ࣮ࢩࣙࣥ㈨ ᩱࠋ • ࢜ࣜࣥࣃࢫ࣮࣒࣮࣍࣌ࢪ http://www.olympus.co.jp/jp/ • ᯈᇉ༤㸦2005㸧ࠕ➨ 10 ❶ ᯇୗࡢ୰ᅜᴗᒎ㛤ࠖ.ୖᒣ㑥㞝⦅ࠗᕧࡍࡿ୰ᅜ⤒῭ ᪥⣔ࣁࣈࣜࢵࢻᕤሙ࠘ᐇᴗஅ᪥ᮏ♫ 236-256ࠋ • Walters, Jeff, Hsu, H. Jap, W et.al.㸦2010㸧ࠕຨ⯆ࡍࡿ୰ᅜࡢᾘ㈝ࣃ࣮࣡ࠖ࣎ࢫࢺࣥࢥ ࣥࢧࣝࢸࣥࢢࢢ࣮ࣝࣉࠋ • Ἀ㔝┿⣖ 㸦2011㸧ࠕ⤒῭ᡂ㛗ࢆ≌ᘬࡍࡿ୰ᅜዪᛶᾘ㈝⪅ࡢࣜࣝ ᾘ㈝⪅ࢆ▱ࡽࡎ ࡋ࡚ᡂຌ࡞ࡋ̺୰㛫ᒙ࣭ᐩ⿱ᒙᏯࡢゼၥᚭᗏㄪᰝࠖᰴᘧ♫࢝ࢼࣜ᭩ᡣࠋ • Ἑཎඞ⾜㸦2012㸧ࠕἙཎඞ⾜ࡢࢹࢪࢱࣝᐙ㟁㸫᭱๓⥺㸫ࣃࢼࢯࢽࢵࢡࡢᡂ㛗ࡢ㘽 ࢆᥱࡿᡓ␎⤌⧊ࠕGCMࠖࡣ㸽㹼ࣃࢼࢯࢽࢵࢡ࣭ᆏᮏಇᘯ♫㛗⪺ࡃ㹼ࠖ2012 ᖺ 3 ᭶ 17 ᪥ http://av.watch.impress.co.jp/docs/series/ce/20120315_516725.html?ref=garank . 129 ボリュームゾーンと日系企業戦略 • ᰓ㝯㸦2003㸧ࠕ୰ᅜࡢᐙィᡤᚓᾘ㈝ᵓ㐀㛵ࡍࡿศᯒࠖEconomic Review: 83-99. • ࢟ࣕࣀ࣮࣒࣮ࣥ࣍࣌ࢪ http://canon.jp/ • Christensen, C, Anthony, S, Johnson, M, Sinfield, J, and Altman, E (2008)ࠗࣀ࣮࣋ࢩ ࣙࣥࡢゎ ᐇ㊶⦅࠘ᰩཎ ₩ヂ ⩧Ὃ♫ࠋ • Christensen, C (2003)ࠗࣀ࣮࣋ࢩࣙࣥࡢゎ࠘⋢⏣ಇᖹኴ┘ಟࠊḈ♸Ꮚヂ ⩧Ὃ♫ࠋ • Christensen, C (2012) ࠗࣀ࣮࣋ࢩࣙࣥࡢࢪ࣐ࣞࣥ ቑ⿵ᨵゞ∧࠘⋢⏣ಇᖹኴ┘ಟࠊ ఀ㇋ཎᘪヂ ⩧Ὃ♫ࠋ • ⤒῭⏘ᴗ┬㸦2009㸧ࠕBOP ࣅࢪࢿࢫࡢ⌧≧ࡇࢀࡲ࡛ࡢྲྀ⤌ࡘ࠸࡚ࠖࠋ • ⤒῭⏘ᴗ┬2010aࠗ㏻ၟⓑ᭩ 2010࠘ࠋ • ⤒῭⏘ᴗ┬㸦2010b㸧ࠕBOP ࣅࢪࢿࢫࡢᨻ⟇ⓗᨭࡢ᪉ྥᛶලయⓗྲྀ⤌̺㏵ୖᅜ ࠾ࡅࡿᐁẸ㐃ᦠࡢ᪂ࡓ࡞ࣅࢪࢿࢫࣔࢹࣝࡢᵓ⠏̺ࠖࠋ • 㧗፱ࠊኳ㔝ᩥࠊ᪂Ꮿ⣧㑻ࠊၿᮏဴኵ㸦2008㸧ࠕ୰ᅜᐙ㟁ᕷሙࠕ୕ᅜᚿࠖ᪥ᮏᴗ ʊୖᾏࡢ㈍࣐࣮ࢣࢸࣥࢢࡢ⌧ሙࢆゼၥࡋ࡚ʊࠖࠗࡶࡢ࡙ࡃࡾࢪ⣖⾜➨୕༑୍ ᅇ࠘㉥㛛࣐ࢿࢪ࣓ࣥࢺ࣭ࣞࣅ࣮ࣗ7 ᕳ 12 ྕ 893-910ࠋ • ᯘᾏ㸦2006㸧ࠗᕧᕷሙẸ᪘⩏ ୰ᅜ୰⏘㝵ᒙࡢ࣐࣮ࢣࢸࣥࢢᡓ␎࠘᪥ᮏ⤒ ῭ホㄽ♫ࠋ • బࠎᮌಙᙲ⦅㸦2007㸧ࠕ5㸬ᐙ㟁࣭㟁Ꮚ⏘ᴗࠖࠗ⌧௦୰ᅜ⏘ᴗ⤒῭ㄽ࠘ୡ⏺ᛮ♫ 121153ࠋ • ㈨⏕ᇽ㸦2012㸧ࠕࢽ࣮ࣗࢫ࣮ࣜࣜࢫࠖ2012 ᖺ 6 ᭶ 21 ᪥ http://group.shiseido.co.jp/releimg/2038-j.pdf • Japan Research Institute㸦2010㸧ࠗࢪ࣐ࣥࢫ࣮ࣜ࠘10(115):1-15ࠋ • JBIC ࢺࣆࢵࢡࢫ㸦2010㸧ࠕ〇㐀ᴗ࣮࣒࣎ࣜࣗࢰ࣮ࣥᡓ␎ࡿ࡞ㄽⅬࠖࠋ • ⓑỈ᠇㸦2004㸧ࠗᯇୗ㟁ჾࠊ୰ᅜ㝣᪂₻ὶᣮࡴ࠘Ỉ᭙♫ࠋ • ᪂Ꮿ⣧㑻㸪ኳ㔝ᩥ㸦2009㸧ࠕ᪂⯆ᅜᕷሙᡓ␎ㄽʊᕷሙ࣭㈨※ᡓ␎ࡢ㌿ʊࠖMMRC Discussion Paper SeriesNo.272 ᮾிࡶࡢ࡙ࡃࡾ⤒Ⴀ◊✲ࢭࣥࢱ࣮ࠋ • ᪂୰㛫ᒙ⋓ᚓᡓ␎◊✲㸦2012㸧ࠕ᪂୰㛫ᒙ⋓ᚓᡓ␎㹼ࢪࢆ୰ᚰࡋࡓ᪂⯆ᅜ ࡶᡂ㛗ࡍࡿ᪥ᮏ㹼ࠖ⤒῭⏘ᴗ┬ࠋ • 㛵‶༤ࠊ⠊ᘓ㸦2003㸧ࠗ⌧ᆅࡍࡿ୰ᅜ㐍ฟ᪥ᮏᴗ࠘᪂ホㄽࠋ • ᪥⤒ࢺࣞࣥࢹࢿࢵࢺ㸦2009㸧ࠕ୰ᅜྥࡅ“㉥≀ᐙ㟁”ࠊᕷሙㄪᰝࡀዌຌࡋࡓࣃࢼࢯࢽࢵ ࢡࡢᡓ␎ࠖ2009 ᖺ 6 ᭶ 8 ᪥ 130 『中国経営管理研究』第10号 http://trendy.nikkeibp.co.jp/article/column/20090602/1026685/?P=2&rt=nocnt • ᪥ᮏ㈠᫆⯆ᶵᵓ㸦ࢪ࢙ࢺࣟ㸧㸦2012㸧ࠕ୰ᅜᕷሙ࣏࣮ࣞࢺ 㹼᪥ᮏఏ⤫⏘ရ࣭ࢹࢨ ࣥၟရࡢ୰ᅜᕷሙ㛤ᣅྥࡅ࡚㹼ࠖࠋ • ⚟⏣ెஅ㸦2011㸧ࠕඛ㐍ᅜᴗࡢᡂ㛗ᡓ␎ࡋ࡚ὀ┠ࡉࢀࡿࣜࣂ࣮ࢫ࣭ࣀ࣮࣋ࢩࣙ ࣥᡓ␎ࡣࠖࠗᮾࣞ◊✲ᡤ TBR ⏘ᴗ⤒῭ࡢㄽⅬ࠘No.11-06:1-10ࠋ • ᒇ㇏㑻ࠊᕝ▱㞝ࠊཎ┒ᶞ㸦2005㸧࣓ࠗࢻ࣭࣭ࣥࢩࣕࣥࣁࠑ᪂ୡ⏺ࠒ࠘ ᒾἼ᭩ᗑࠋ • ୕ᑿᖾྜྷ㑻㸦2012㸧ࠕ2020 ᖺࡢ୰ᅜᾘ㈝ᕷሙ㸸㧗ᡂ㛗ࡀ⤊↉ࢆ㏄࠼Ᏻᐃᡂ㛗⛣⾜ࡶࠊ ᾘ㈝ᕷሙࡢᏑᅾឤࡣࡴࡋࢁ㧗ࡲࡾࠊ࣐࣮࢝ࡣ 2 ୡᖏ 1 ྎࡢ௦ࠖࢽࢵࢭᇶ♏ ◊✲ᡤࠋ • ࡳࡎ⥲ྜ◊✲ᡤ㸦2010㸧ࠕ୰ᅜ࣭ࣥࢻࡢࠕ࣮࣒࣎ࣜࣗࢰ࣮ࣥࠖᕷሙᣮࡴ᪥ᮏ ᴗ 㹼ྎ㢌ࡍࡿࠕ୰㛫ᒙ࣭ࠖࠕ୰㛫ᒙணഛ㌷ࠖࡢᅖ࠸㎸ࡳࡀ࢝ࢠ㹼ࠖࠋ • ୕⳻ UFJ ࣜࢧ࣮ࢳ㸤ࢥࣥࢧࣝࢸࣥࢢ㸦2010㸧ࠕࠗୖᾏ࣭ி࣮࣒࣎ࣜࣗࢰ࣮ࣥ㸦୍⯡ ⾗ᾘ㈝⪅ㄪᰝศᯒ࠘⤖ᯝሗ࿌㹼ᣑࡍࡿᾘ㈝ᕷሙࡢ⋓ᚓྥࡅ࡚㹼ࠖࠋ • ୕⳻ UFJ ࣓ࣜࣝࣜࣥࢳ PB ドๆ㸦2011㸧ࠕ࣮࣡ࣝࢻ࣭࢙࢘ࣝࢫ࣭࣏࣮ࣞࢺ ᪥ᮏㄒ∧ࠖࠋ • ࣃࢼࢯࢽࢵࢡ • Panasonic website. http://panasonic.jp/ • Panasonic China. http://home.panasonic.cn/ • Panasonic HP. http://panasonic.co.jp/es/company/customer/03/index.html • ࠕᾏእ 2 ᱆ᡂ㛗ྥࡅ࡚ࡢྲྀࡾ⤌ࡳࠖ2008 ᖺ 9 ᭶ 24 ᪥ PPT ㈨ᩱࠋ • ࠕᰴ㏻ಙ No.169 ➨ 103 ᮇ➨ᅄ༙ᮇࡈሗ࿌ࠖ.2009ࠋ • ࠕࣃࢼࢯࢽࢵࢡ᪂୰ᮇィ⏬ࠖ2010 ᖺ 5 ᭶ 7 ᪥ PPT ㈨ᩱࠋ • ࠕ᪂యไ㔜Ⅼᴗᡓ␎ࠖ2011 ᖺ 10 ᭶ 31 ᪥ PPT ㈨ᩱࠋ • ࠕ┈ᙉࡢྲྀࡾ⤌ࡳࠖ2012 ᖺ 2 ᭶ 3 ᪥ PPT ㈨ᩱࠋ • ࠕPanasonic IR DAY 2012 ࢢ࣮ࣟࣂࣝࢥࣥࢩ࣮࣐࣮࣐࣮ࣗࢣࢸࣥࢢ㒊㛛 ᴗᡓ␎ࠖ2012 ᖺ 5 ᭶ 23 ᪥ PPT ㈨ᩱࠋ • • ࠕPanasonic 2010 ࢽ࣏࣮ࣗࣝࣞࢺࠖ2010 ᖺࠋ • ࠕPanasonic 2011 ࢽ࣏࣮ࣗࣝࣞࢺࠖ2011 ᖺࠋ • ࠕPanasonic 2012 ࢽ࣏࣮ࣗࣝࣞࢺࠖ2012 ᖺࠋ ᩥ⸤⛅㸦2012 㸧ࠕࣃࢼࢯࢽࢵࢡ᪂♫㛗ࣥࢱࣅ࣮ࣗ ⪷ᇦ࡞ࡁᨵ㠉࡛⏕ࡁṧࡿࠖ. 131 ボリュームゾーンと日系企業戦略 ࠗ⥲ຊ≉㞟 ᪥୰ᩥ᫂ࡢ⾪✺࠘174-181ࠋ • McKinsey & Company㸦2009㸧ࠕ୰ᅜࡢᾘ㈝ᕷሙ࡛ᡂຌࢆࡵࡿࡓࡵ ᪥ᮏᴗ ࠼ࡽࢀࡓᡂ㛗ᶵࠖࠋ • ᰗᕝ⠊அࠊ᳃┤Ꮚ㸦2010㸧ࠗࢪࡢࠕෆ㟂ࠖࢆ≌ᘬࡍࡿᡤᚓᒙ ᬒẼࡀኻ㏿ࡋ࡚ ࡶࠊ୰㛫ᡤᚓᒙࡢᣑࡣࡁ࠸࠘NIRA ◊✲ሗ࿌᭩ࠋ • 㐟బᘯ⨾㸦2010㸧ࠕ᪥ᮏᴗࡢ᪂⯆ᅜ୰㛫ᒙྥࡅᴗᡓ␎ࡢ⟇࠾ࡼࡧ㹼୰ᅜ ࣥࢻࢆ୰ᚰ㹼ࠖᅜ㝿ㄪᰝᐊሗ 2010 ᖺ 3 ᭶ ➨ 4 ྕࠋ • ᶓᒣᖿᮁ㸦2011㸧ࠕቑຍࡍࡿ୰ᅜᐩ⿱ᒙ᪥ᮏᴗࡢࣉ࣮ࣟࢳࠖࠗࢪࣥࣥࢧ ࢺ࠘⥲◊ࠋ 㹙୰ᅜㄒᩥ⊩㹛 • 㜑 ⏖ ⓒ ᐩ 㸦 2011 㸧 䛂 ⩌ 㑚 ᬛ ᗜ 䞉 2011 㜑 ⏖ 䍒 ᇼ ᣕ 㸦 Hurun Wealth Report 2011 㸧ࠖࠋ http://www.hurun.net/zhcn/NewsShow.aspx?nid=87. • BNP 㸦 2004 㸧ࠕ ᕮ 㯪 ⓒ ᐩ 㳳 ⟬ 㸸 ୰ ᅜ ୰ ṏ ᐙ ᗞ ㇟ ᆒ 峊 ṏ 31 ඖ ࠖ Ẹ 反 乷 㳶 ᣕ,18,02,2004. • Chen Xinnian (㝞ᯠᒤ) et al. 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International Journal of Management Reviews 12:435-452. • World Bank (2001) “Finance for Growth.” Oxford University Press, New York. • World Bank (2007) “Global Economic Prospects 2007.” • Xin, Z (2004) “Dissecting China’s middle class” China Daily, 27, 10, 2004. i 1 ඖ㸻$0.12 ⟬ (Farrell et al. 2006)ࠋ ᖺ㛫ୡᖏᡤᚓ㸻᭶ୡᖏᡤᚓ×12 ࣧ᭶ࡋ࡚ィ⟬ࠋ iii 1 ඖ㸻$0.14 ⟬ࠋ iv ᖺ㛫ධ㸻᭶ධ×12 ࣧ᭶ࡋ࡚ィ⟬ࠋ v 1 ඖ㸻$0.15 ⟬ࠋ vi ᖺ㛫ᡤᚓ㸻᭶ᡤᚓ×12 ࣧ᭶ࡋ࡚ィ⟬ࠋ vii 1 ඖ㸻$0.15 ⟬ࠋ viii 1 ඖ㸻12 ࠊ⣙ 72 㹼120 ࠋ$1=80 ⟬ࠋ ix 1 ඖ㸻$0.12 ⟬ (Farrell et al. 2006)ࠋ x ẚ㍑ࡢࡓࡵⴭ⪅ࡼࡾ$1=6.77 ඖ㸦2010 ᖺᖹᆒ㸧⟬ࠋ xi 6 㹼10 ඖࡣࠊ1 ඖ㸻12 ⟬࡛⣙ 72 㹼120 ࠋ xii 1 ඖ㸻13 ⟬㸦㟷ᔱࠊஂಖ⏣ࠊᆏᮏ 2009㸧 ࠋẚ㍑ࡢࡓࡵⴭ⪅ࡼࡾ 1 ඖ㸻㸢0.15 ⟬ࠋ xiii 1 ඖ㸻13 ⟬ࠋ xiv ẚ㍑ࡢࡓࡵⴭ⪅ࡼࡾ 1 ඖ㸻$0.15 ࡛ィ⟬ࠋᖺ㛫ᡤᚓ㸻᭶ᡤᚓ×12 ࣧ᭶ࡋ࡚ィ⟬ࠋ xv 1 ඖ=$0.14 ⟬ࠋ xvi ᖺ㛫ୡᖏᡤᚓ㸻᭶ୡᖏᡤᚓ×12 ࣧ᭶ࡋ࡚ィ⟬ࠋ xvii ᖺ㛫ᡤᚓ㸻1 ᪥ᙜࡓࡾ×365 ᪥ࡋ࡚ィ⟬ࠋ xviii $1=⣙ 91.38 㸦2008 ᖺ 12 ᭶ᖹᆒ㸧ⴭ⪅ࡼࡿ⟬ࠋ xix ⏘⤒ࢽ࣮ࣗࢫ ࠕࣃࢼࢯࢽࢵࢡ㟁ᕤḟᮇ♫㛗(ᙜ)ࣥࢱࣅ࣮ࣗࠖ 㸦2010 ᖺ 5 ᭶ 26 ᪥㸧ࡼࡾࠋ xx ࠕPanasonic 2011 ࢽ࣏࣮ࣗࣝࣞࢺࠖࡼࡾࠋ xxi ࠕᾏእ 2 ᱆ᡂ㛗ྥࡅ࡚ࡢྲྀࡾ⤌ࡳࠖ 㸦2008 ᖺ 9 ᭶ 24 ᪥㸧ࡼࡾࠋ xxii ࠕPanasonic 2010 ࢽ࣏࣮ࣗࣝࣞࢺࠖࡼࡾࠋ xxiii ࠕPanasonic 2012 ࢽ࣏࣮ࣗࣝࣞࢺࠖࡼࡾࠋ xxiv ࣃࢼࢯࢽࢵࢡࡢ 2008 ᖺᗘ㐃⤖Ỵ⟬ࡢぢ㸦2009 ᖺ 5 ᭶ 15 ᪥㸧ࡼࡾࠋ xx v 2010 ᖺ 12 ᭶ 20 ᪥⌧ᅾࠋ ii 135