sophia business case series
TRANSCRIPT
Sophia Business Case Series
SBCS-2013-001C
2014/03/10
åžå Žèª¿æ»æ¥ç1
å°éªç次é
å°éªãŒãããŒã«
1. ã¯ããã«
ãã¬ããæ°èã§æ¶è²»è ã®æè調æ»ã®çµæãèŠããšãããã®å³è¡šã®äžã«ã調æ»æ©é¢ïŒãã¯
ããã«ããšãã調æ»æ©é¢ïŒã€ã³ããŒãžããšãã£ã泚èšãããã®ãç®ã«å ¥ããããããªãã
çºè¡šããŠããã®ã¯å€§æã®æ¶è²»è²¡ã¡ãŒã«ãŒã§ãã£ããåºå代çåºã§ãã£ããããããå®éã«
åžå Žèª¿æ»ãå®æœããŠããã®ã¯ãããã®åžå Žèª¿æ»äŒç€Ÿã§ããããšãæå³ãããã¡ãã£ã¢ãžã®
é²åºã¯ããããããã«æ ããããããªããããããç£æ¥çã«ãããŠåžå Žèª¿æ»äŒç€Ÿã®ååšã¯
決ããŠå°ããªãã®ã§ã¯ãªãã
åžå Žèª¿æ»ã®æ¥çã¯ãè¿å¹Žå€§ããªå€é©ãçµéšãããã€ã³ã¿ãŒãããã®æ®åã«ãšããªããã
ããªãµãŒãã®å°é ã§ãããæ¥çå šäœã®åžå ŽèŠæš¡ãåæ»ããŠããäžãããããªãµãŒãã¯éå»
10幎ã§ïŒå以äžã®æé·ãéãã2ãããã§ã¯ããããªãµãŒããäºæ¥é åãšããæ°ããªãã³ã
ã£ãŒäŒæ¥ãå°é ããäžæ¹ãããã«å¯ŸæããäŒçµ±çãªèª¿æ»äŒç€ŸãäŸç¶ãšããŠæ¥çã®äž»å°çãª
å°äœãä¿ã£ãŠãããæ¬çš¿ã§ã¯ãä»æ¥ã®åžå Žèª¿æ»æ¥çã代衚ããäŒæ¥ã§ãããã¯ããã«ãšã€
ã³ããŒãžãã¯ãã¹ã»ããŒã±ãã£ã³ã°ã®ïŒç€Ÿãæ¯èŒããæ¥éã«å€åããæ¥çã®äžã§ãããã
ãã©ã®ãããªç«¶äºè¡åããšã£ãŠããã®ããèå¯ãããã
åžå Žèª¿æ»æ¥çã«ã¯å€§å°ç¡æ°ã®äŒæ¥ãååšãããããã®äžã§ãäžå ŽäŒæ¥ã¯äžèšã®ïŒç€Ÿã®ã¿
ã§ããããã¯ããã«ã¯ããããªãµãŒãã®å°æ¥äŒæ¥ãšã㊠2000幎ã«èšç«ããããã³ãã£ãŒäŒ
æ¥ã§ãïŒå¹ŽåŸã«ã¯æ±èšŒãã¶ãŒãºã«äžå ŽãçŸåšã§ã¯ããããªãµãŒãã®åé㧠倧ã®ã·ã§ã¢ã
æã€äŒæ¥ã§ãããã€ã³ããŒãžã¯ã1960 幎åµæ¥ã®èèäŒæ¥ã§ãããããããªãµãŒã以å€ãå«
ããåžå Žèª¿æ»æ¥çå šäœã§ã¯ 倧æã§ãããã¯ãã¹ã»ããŒã±ãã£ã³ã°ã¯ 2003 幎ã«èšç«ããã 1 æ¬ã±ãŒã¹ã¯ãäžæºå€§åŠæè²ã€ãããŒã·ã§ã³ã»ããã°ã©ã ãã¯ã©ã¹èšè°çšã±ãŒã¹ææã®éçºã»æ ååããã³ãã£ãŒãã³ã°ã»ããŒãéçºã®æ¯æŽãã®äžç°ãšããŠãäžæºå€§åŠçµæžåŠéšçµå¶åŠç§ã»å°éªç次éå©æã®æå°
ã®ããšãå°éªãŒãããŒã«ã®æµ 岡蟰åã»é£¯éèéœçŸã»å€§å·äžéã»å€§æŸ€äžåã»äœè€å²ã»é æ±äžæš¹ã»çºåºæåŸã»
å®®æ¬çè¡£ã»æ¬æ©æ©å€¢ã»äŸç°çŽå¥ãäœæãããã®ã§ãããæ¬çš¿ã®èšè¿°ã¯åæ䞊ã³ã«èšè°äžã®èŠç¹ãšè³æãæ
äŸããããšãç®çãšãããã®ã§ãäŒæ¥çµå¶ã®å·§æã瀺ãããšãç®çãšãããã®ã§ã¯ãªãã æ¬çš¿ãäœæããã«ããã£ãŠã¯ä»¥äžã®ã€ã³ã¿ãã¥ãŒãåèã«ããïŒå±±å£ç¿æ°ïŒæ ªåŒäŒç€Ÿãã¯ããã«çµå¶ç®¡
çæ¬éšäººæéçºãŠãããïŒã€ã³ã¿ãã¥ãŒïŒ2012幎 9æ 18æ¥ïŒãç°äžæ²éæ°ïŒæ ªåŒäŒç€Ÿã€ã³ããŒãžä»£è¡šåç· åœ¹äŒé·ïŒã€ã³ã¿ãã¥ãŒ(2012幎 12æ 14æ¥)ã埡æ£åžæ°ïŒæ ªåŒäŒç€Ÿã¯ãã¹ã»ããŒã±ãã£ã³ã°åç· åœ¹ïŒã»é ç°æºåŸ³æ°ïŒæ ªåŒäŒç€Ÿã¯ãã¹ã»ããŒã±ãã£ã³ã°ã³ãŒãã¬ãŒããµãŒãã¹æ¬éšäººäºç·åéšäººäºã°ã«ãŒããããŒãžã£
ãŒïŒã€ã³ã¿ãã¥ãŒ(2013幎 1æ 17æ¥)ããå¿ããäžã貎éãªæéãå²ããŠãååããã ãã以äžã®æ¹ã ã«æ·±ãæè¬ããããã ããæžãããŠããå 容ã¯äžèšã®æ å ±ã»è³æã«äŸæ ããçè ã®ç解ã«åºã¥ããã®ã§ããã
æ責ã¯ãããŸã§ãçè ã«ããã 2 æ¥æ¬ããŒã±ãã£ã³ã°ã»ãªãµãŒãåäŒãçµå¶æ¥åå®æ 調æ»ãå幎ç (http://www.jmra-net.or.jp/trend/investigation/)ã
2
ãã¯ããã«ãšåããããããªãµãŒãå°æ¥ã®æ°èäŒæ¥ã§ããããç¬èªã®ããžã·ã§ã³ãæ§ç¯ã
ãããšã§åŸçºåå ¥ãªãããåžå Žã§ã®ç«¶äºã«åã¡æ®ã£ãŠããã
ãããïŒç€Ÿãæé·ããŠããèæ¯ã«ã¯ã€ã³ã¿ãŒãããã®æ¥éãªæµžéããã£ãããšã¯èšããŸ
ã§ããªããããããããããªãµãŒãã®åèæã«ã¯ 100 瀟ãšãèšãããå€æ°ã®äŒæ¥ãæ°èŠå
å ¥ããŠããããã®æ¿ãã競äºã®äžã§ïŒç€Ÿãããã«ããŠä»æ¥ã®å°äœãç¯ããã®ãã«ã¯æ³šç®ã
ã¹ããšãããããããã«æããããæ¬ã±ãŒã¹ã§ã¯ã1990 幎代以éã«åžå Žèª¿æ»æ¥çã倧ãã
å€å®¹ãããããããªãµãŒãã«ã€ããŠãŸãæŠèŠ³ããããã§ããã¯ããã«ãã€ã³ããŒãžãã¯ã
ã¹ã»ããŒã±ãã£ã³ã°ã®ïŒç€Ÿãæ¯èŒããããããã®æŠç¥ãäºæ¥ã®åŒ·ã¿ãä»åŸã®å±éãèå¯ã
ãããšã«ãããã
2. ããããªãµãŒãæ¥ç
2.1 ããããªãµãŒããšã¯
ããããªãµãŒããšã¯ãã€ã³ã¿ãŒããããå©çšããã¢ã³ã±ãŒã調æ»ã®ããšã§ãããã¢ãã¿
ãŒãšåŒã°ããäžè¬æ¶è²»è ã調æ»å¯Ÿè±¡ãšããåžå Žèª¿æ»äŒç€Ÿããé ä¿¡ããã質å祚ã«ã¢ãã¿ãŒ
ã Web ããŒãžäžã§åçãèšå ¥ãéä¿¡ãããšãã圢åŒãäžè¬çã§ãããæ¶è²»è²¡ã¡ãŒã«ãŒãåº
å代çåºãã³ã³ãµã«ãã£ã³ã°ã»ãã¡ãŒã ãªã©ãã¯ã©ã€ã¢ã³ããšãªããååã®ããŒãã³ã°ã
ããã±ãŒãžãåºåå¹æããã©ã³ãã»ã€ã¡ãŒãžã顧客æºè¶³åºŠãªã©ã«ã€ããŠæ¶è²»è ã®æèãæ¢
ãç®çã§å®æœãããã調æ»äŒç€Ÿã¯ã質åé ç®ã®äœã蟌ã¿ãšã¿ãŒã²ããã®éžå®ãè¡ãããªã³
ã©ã€ã³ã§çµæãåéããéèšã»åæãããåçããã¢ãã¿ãŒã®åŽã«ãšã£ãŠã¯ãã¢ã³ã±ãŒã
ã®å 容ã質åæ°ã«å¿ããŠãã€ã³ããä»äžããããããçŸéãåååžã«æéã§ãããšããã«
é åãããã
åžå Žèª¿æ»ãã€ã³ã¿ãŒãããçµç±ã§è¡ãããšããããšã«ã¯ãåŸæ¥ã®èª¿æ»ã«ã¯ãªãå€ãã®ã¡
ãªãããããã 倧ã®ã¡ãªããã¯éèšçµæãåŸããããŸã§ã®æéãåŸæ¥ã®ãã®ãšæ¯ã¹ãŠå§
åçã«çããããäœã³ã¹ãã§æžãããšã§ãããã€ã³ã¿ãŒããããæ®åãã以åã®èª¿æ»æ³ã¯
çŽã§ã®éµéã¢ã³ã±ãŒããé»è©±ã»FAX 調æ»ãäŒå Žãã¹ããªã©ã§ãéèšçµæãåŸããããŸã§ã«
ïŒïœïŒã«æãè²»çšã¯æ°çŸäžåããã£ãŠãããããã«å¯ŸãããããªãµãŒãã§ã¯ãæ°æ¥ã®ãã¡
ã«éèšçµæãåŸãããè²»çšãæ°äžåããæ°åäžåçšåºŠã§ãã3ãã€ã³ã¿ãŒãããã§ã¯è³ªå祚
ã®éä»ããã³ååãéèšãåŸæ¥ãããã¯ããã«æ©ããã³ã¹ããããããªãããšããåŸæ¥å
ã®èª¿æ»ãšæ¯ã¹ãå€§å¹ ãªççŽæåã»äœã³ã¹ãåãå¯èœã«ããã®ã§ããããã®ä»ã«ããåŸãã
ãããžã¿ã«ã»ããŒã¿ã®å å·¥ã®ããããããåžå°ãªå±æ§ãåããã¿ãŒã²ããã®æœåºãããã
3 ãæ¥çµãããããŒã±ãã£ã³ã°ã»ããŒã¯ãŒãã(http://itpro.nikkeibp.co.jp/article/Keyword/20080411/298749/)ã
3
ãããšãã¢ãã¿ãŒã®éœåã«ãããéæåçããŠãããããšãã§ããããšãªã©ãããããªãµ
ãŒãã®ã¡ãªããã§ããã
ãã®äžæ¹ã§ãããããªãµãŒãåºæã®ãã¡ãªãããããããŸããã€ã³ã¿ãŒããããçšããŠ
調æ»ãè¡ãã®ã§ãã¢ãã¿ãŒã«ã¯ã€ã³ã¿ãŒãããã䜿ãæ £ããŠãã人ãå€ããåçã«åãã
åºãå¯èœæ§ããããã¢ãã¿ãŒã®éžå®ãã質å祚ã®éä»ã»ååãŸã§ã®äžé£ã®æéãçãèšå®
ã§ããããã調æ»å¯Ÿè±¡è ããã®ç¹å®ã®æéã»æé垯ã«åçã§ãã人ã«éãããåããçã
å¯èœæ§ãããããŸããããããªãµãŒãã®ççŽæåã»äœã³ã¹ãåã«ãã£ãŠæ§ã ãªäŒæ¥ãå€é »
床ã®èª¿æ»ãè¡ãããã«ãªãããããã¢ãã¿ãŒåŽã®èª¿æ»æ £ãã«ã€ãªããã調æ»åŽãæ±ããå
çãèªã¿åã£ãŠåçãããããã«ãªããšããåŒå®³ãããã
以äžã®ãããªãã¡ãªããã¯ãããã®ã®ãããããªãµãŒããæ¥çã«ãããããã¡ãªããã¯
倧ãããã€ã³ã¿ãŒãããã®å©çšãäžè¬æ¶è²»è ã«åºãæ®åããã«ã€ããŠæ¥éã«ãã®åžå Žãæ¡
倧ãããå³ïŒã¯åžå Žèª¿æ»æ¥çå šäœãšããããªãµãŒãæ¥çã®åžå ŽèŠæš¡ã®æšç§»ã瀺ãããã®ã§
ãããåžå Žèª¿æ»æ¥çå šäœã®èŠæš¡ã¯ã2002幎ãã 2012幎ã«ãã㊠1295ååãã 1819ååãš
1.4åçšåºŠã®äŒžã³ã«ãšã©ãŸã£ãŠããäžæ¹ãããããªãµãŒãã®åžå ŽèŠæš¡ã¯ 102ååãã 523å
åãŸã§å¢å ããŠãããçŽ 5.1åãã®å€§å¹ ãªäŒžã³ãèŠãããã
å³ïŒ åžå Žèª¿æ»æ¥çããã³ããããªãµãŒãã®åžå ŽèŠæš¡
ïŒåºæïŒæ¥æ¬ããŒã±ãã£ã³ã°ã»ãªãµãŒãåäŒãçµå¶æ¥åå®æ 調æ»ãïŒç¬¬ 31ïœ38åïŒããäœæã
åžå Žèª¿æ»æ¥çå šäœãšããŠã¯ãããããªãµãŒã以å€ã«ãããã€ãã®èª¿æ»ææ³ã䞊åããŠã
ããåžå Žèª¿æ»æ¥çã®åžå ŽèŠæš¡ã®å èš³ã瀺ããã®ãå³ïŒã§ããããã®åžå Žã¯ã倧å¥ããã°ã
ãã«èª¿æ»ãšã¢ãããã¯èª¿æ»ã®ïŒã€ã«åããããããã«èª¿æ»ãšã¯åºå®ã¢ãã¿ãŒã察象ãšããŠ
0 200 400 600 800
1000 1200 1400 1600 1800 2000
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
åå
åžå Žèª¿æ»æ¥ç
ããããªãµãŒã
4
å®æçã«ããŒã¿ãåéãã調æ»ã®ããšã§ãããã¢ãããã¯èª¿æ»ãšã¯åçºã§å®æœããã調æ»
ã®ããšã§ãããã¢ãããã¯èª¿æ»ã®äžã§ã¯èšªå調æ»ãªã©ã®æ¢åææ³ã«ãã調æ»ãäŸç¶ãšããŠ
å°ãªããªãããããæ°å¹Žã®æšç§»ãèŠãéãã§ãããããªãµãŒãã®å ããå²åã倧ãããªã£
ãŠããŠãããã¢ãããã¯èª¿æ»ã®ååçšåºŠãããããªãµãŒãã«çœ®ãæãã£ãŠããã
åžå Žèª¿æ»æ¥çå šäœã®äžã§ã¯ 100 以äžã®äŒæ¥ãååšããŠãããããã®å€§å€æ°ã¯æ¯èŒçå°èŠ
æš¡ã®èª¿æ»äŒç€Ÿã§ãããæ¥æ¬ããŒã±ãã£ã³ã°ã»ãªãµãŒãåäŒãäŒå¡äŒæ¥ã察象ã«è¡ã£ã調æ»
ã«ããã°ãåžå Žèª¿æ»æ¥çã§æŽ»åãã 100ç€Ÿè¶ ã®äŒæ¥ã®ãã¡ã売äžé« 20åå以äžã®äŒæ¥ã 87%
ãå ããŠããã売äžé« 21 åå以äžã®äŒæ¥æ°ã¯ 14 瀟ã»ã©ã§ãã4ãæ¬çš¿ã§å¯Ÿè±¡ãšãããã¯ã
ãã«ãã€ã³ããŒãžãã¯ãã¹ã»ããŒã±ãã£ã³ã°ã®ïŒç€Ÿä»¥å€ã§ã¯ãèŠèŽç調æ»ã§ç¥ããããã
ãªãªãµãŒã瀟ãªã©ãæ¥ç倧æãšããŠæããããã
å³ïŒ åžå Žèª¿æ»æ¥çã®åžå ŽèŠæš¡å èš³
ïŒåºæïŒæ¥æ¬ããŒã±ãã£ã³ã°ã»ãªãµãŒãåäŒãçµå¶æ¥åå®æ 調æ»ãïŒç¬¬ 31ïœ38åïŒããäœæã
2.2 ããããªãµãŒãæ¥çã®äŒæ¥ãšç«¶äº
ããããªãµãŒã㯠1990幎代åŸåé ã«èªçããããã®å°å ¥æã«è¡ããã調æ»ã¯ãªãŒãã³å
ãšèšããã調æ»ãããéœåºŠãããŒåºåã§ã¢ãã¿ãŒãåããšããããæ¹ã§ãã£ããããã¯ã€
ã³ã¿ãŒãããåºåã®å°æ¥æ§ã«çç®ããåºå代çåºãçæãããã®ã§ãã£ã5ããã®åŸã2000
幎代ååããæ¥çã¯æé·æã«å ¥ãããã³ãã£ãŒäŒæ¥ã倧æããŒã¿ã«ãµã€ããå€æ°åå ¥ãã
4 æ¥æ¬ããŒã±ãã£ã³ã°ã»ãªãµãŒãåäŒã第 38åçµå¶æ¥åå®æ 調æ»ãã 5 åžå Žèª¿æ»ãšãã掻åã¯ãåºå代çåºã®äºæ¥ãšèŠªåæ§ãé«ããé»éåäŒç€Ÿã®é»éãªãµãŒãã«èŠãããããã«åºå代çåºèªèº«ãåžå Žèª¿æ»ããã°ãã°ææããŠãããããããåºå代çåºã¯èª¿æ»çµæããµãŸããŠåºåã
販売ãã売ãæã§ãããããšãããïŒã€ã®æŽ»åãå©ççžåããŠããéšåãããããã®ããã«äžç«ã®ç¬¬äžè
ã調æ»ãè¡ãããšãžã®éèŠãååšããŠããïŒå±±å£ç¿æ°ã€ã³ã¿ãã¥ãŒã2012幎 9æ 18æ¥ïŒã
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
2007 2008 2009 2010 2011 2012
ãã®ä»
ã¢ãããã¯èª¿æ» ïŒãã¡æ¢åææ³èª¿æ»ïŒ
ã¢ãããã¯èª¿æ» ïŒãã¡ã€ã³ã¿ãŒããã調æ»ïŒ
ããã«èª¿æ»
5
ããã«ãªã£ããããããªãµãŒãã®ãµãŒãã¹ãå©çšããã¯ã©ã€ã¢ã³ãäŒæ¥ãå¢ãããªãµãŒã
äŒç€Ÿéã®ç«¶äºã¯æ¿åããã
çŸåšã®ããããªãµãŒãæ¥çã§ã¯ã倧å¥ããŠïŒã€ã®ã¿ã€ãã®äŒæ¥ã掻åããŠããã第äžã¯
ããããªãµãŒããæ¬æ¥ãšãããã³ãã£ãŒäŒæ¥ã§ãããšãã°ãã¯ããã«ãã¯ãã¹ã»ããŒã±ã
ã£ã³ã°ãªã©ã®äŒæ¥ã§ããã第äºã«èª¿æ»æ¹æ³ã®äžçš®ãšããŠããããªãµãŒããçšããåžå Žèª¿æ»
ã®æ¢åäŒæ¥ããããåžå Žèª¿æ»æ¥ç 倧æã®ã€ã³ããŒãžããã®äŸã§ããã第äžã«æ€çŽ¢ãšã³ãž
ã³ãªã©ãæ¬æ¥ãšãã€ã€èª¿æ»ããŠããŠãæã€äŒç€ŸãšææºããŠããããŒã¿ã«ãµã€ãéå¶äŒæ¥ã§ã
楜倩ãªãµãŒãã goo ãªãµãŒããªã©ãæããããã第åã«ã¡ãŒã«äŒå¡ã察象ã«ãã€ã¬ã¯ãã¡
ãŒã«ã®é ä¿¡ã§èª¿æ»ãè¡ããªããã€ã³ã¡ãŒã«åã®äŒæ¥ãååšããŠããã
ãããå€æ§ãªäŒæ¥ã®äžã§ããã€ã³ããŒãžãšãã¯ããã«ãã¯ãã¹ã»ããŒã±ãã£ã³ã°ã®ïŒç€Ÿ
ã¯ãæ ªåŒäžå Žãè¡ã£ãŠãããäŒæ¥èŠæš¡ãæ¥çã®äžã§äžäœã«äœçœ®ããã2012 幎床ã®å£²äžé«ã§
ã¯ãåžå Žèª¿æ»æ¥ç 倧æã®ã€ã³ããŒãžãçŽ 399 ååããã¯ããã«ãçŽ 171 ååãã¯ãã¹ã»
ããŒã±ãã£ã³ã°ãçŽ 55ååã§ãã6ãããããªãµãŒãã®å£²äžã®ã¿ã«çµããšããã¯ããã«ãåž
å Žã·ã§ã¢ã®ããããå ããŠãããã¯ãã¹ã»ããŒã±ãã£ã³ã°ãïŒäœã§ããã
æ¥çã代衚ããïŒç€Ÿã®åçæ§ãæ¯èŒãããšããšãããããããªãµãŒãã®ãªãŒããŒäŒæ¥ã§
ãããã¯ããã«ã®åçæ§ãé«ããå³ïŒã«ïŒç€Ÿã®å£²äžé«å¶æ¥å©ççã®æšç§»ã瀺ããŠãããã
ã¯ããã«ã®å©çç㯠20%çšåºŠãšé£ã³æããŠé«ããã€ã³ããŒãžãã¯ãã¹ã»ããŒã±ãã£ã³ã°ã
10%çšåºŠã®å©ççã§ããããååã«é«ãå©ççãéæããŠãããšèšããããïŒç€Ÿã®äžã§ã¯ã
ã¯ããã«ãçªåºããé«åçãéæããŠããããšããããã
ããããªãµãŒãã®ãªãŒããŒäŒæ¥ã§ãããã¯ããã«ã¯ãããã«ããŠããã»ã©ã®é«åçãé
æããŠããã®ã ãããããŸããåžå Žèª¿æ»ãšããäžèŠãããšå·®å¥åãé£ããããã«ãæãã
æ¥çã«ãããŠãåžå Žèª¿æ»æ¥ç 倧æã®ã€ã³ããŒãžãšãããããªãµãŒãïŒäœã®ã¯ãã¹ã»ããŒ
ã±ãã£ã³ã°ã¯ããã«ããŠå·®å¥åãããå°äœãæ§ç¯ããŠããã®ã ãããã以äžã§ã¯ãããã
ã®åããæããã«ããŠããããã«ããŸããã¯ããã«ã®åµæ¥ã®éçšãããžãã¹ã¢ãã«ãæ€èš
ãã次ãã§ã€ã³ããŒãžããã³ã¯ãã¹ã»ããŒã±ãã£ã³ã°ã®æ²¿é©ãšããžãã¹ã¢ãã«ãåç §ããª
ãããããããªãµãŒãã«ããã競äºã®ç¶æ³ãæãåºããŠããããšã«ãããã
6 å瀟ã®æ±ºç®æã®çžéããããã¯ããã«ã¯ 2013幎 6ææãã€ã³ããŒãžã¯ 2013幎 3ææãã¯ãã¹ã»ããŒã±ãã£ã³ã°ã¯ 2012幎 12ææ決ç®ã®æ°åã«åºã¥ããŠããã
6
å³ïŒ æ¥ç倧æïŒç€Ÿã®å£²äžé«å¶æ¥å©ççã®æšç§»
ïŒåºæïŒå瀟æ䟡蚌åžå ±åæžããäœæã
3.ããããªãµãŒãæ¥çã®ãªãŒããŒãšããŠã®ãã¯ããã«
3.1 åµæ¥æ
ãã¯ããã«ã¯ 2000幎ã«åµæ¥ãããåµæ¥è ã§ããçŸåšã®ä»£è¡šåç· åœ¹äŒé·å Œç€Ÿé·ã§ããææ¬
å²åæ°ã¯ãåµæ¥ä»¥åã¯ãªã¯ã«ãŒãã®æ°èŠäºæ¥éçºå®€ã«åšç±ããŠãããæ°èŠäºæ¥ã®ç«ã¡äžã
ãšããä»äºäžãåžå Žèª¿æ»ãè¡ãæ©äŒãå€ãããã°ãã°èª¿æ»ãæ¢åã®èª¿æ»äŒç€Ÿã«å§èšããŠã
ããã ãã質å祚ã®éµéãé»è©±ãã°ã«ãŒãã€ã³ã¿ãã¥ãŒãããããåæãšéèšããšããäž
é£ã®æµãã«ã¯æéãšã³ã¹ããéåžžã«ãããããããã§ã¯ããããã«ãããã£ãŠã足ããªããã
ãªã«ããåžå Žèª¿æ»ããŠããããã ã«èè ã®åžå Žãå€ãã£ãŠããŸãããã£ãšæ©ããŠå®ã調æ»
ãã§ããªããã7ãããã§èãã€ããã®ã¯ãåœææ®åãå§ããŠããã€ã³ã¿ãŒãããã®å©çšã§
ããããããŸã§ã®èª¿æ»ã«ãããäžé£ã®æµããã·ã¹ãã åããã€ã³ã¿ãŒããããçµç±ããŠèª¿
æ»ãè¡ãã°ãåžå Žèª¿æ»ãæ軜ã§å®äŸ¡ãè¿ éãªãµãŒãã¹ã«ã§ãããšææ¬æ°ã¯èãããããã
åœæã¯ãŸã ã€ã³ã¿ãŒãããã®æ®åçãäœããéãããæ¯éå£ãããªã調æ»ã¯æµè¡ããªããš
èŠãªãããåšå²ã«ã¯ãªããªãç解ãããªãã£ãããããã€ã³ã¿ãŒããããåºã䜿ãããæ
代ãæ¥ãããšãèªèããŠããææ¬æ°ã¯ãããããªãµãŒããšããäºæ¥ã®å°æ¥æ§ã確信ããŠã
ããã倧éã®æ å ±ããããäŒããä»çµã¿äœãã§ãåè² ãã§ãããããªããžãã¹ãäœãããã
7 ããã³ãã£ãŒçºèŠäŒ ãã¯ãã㫠矀ãæãæ£ç¢ºæ§ãšä»å 䟡å€ã§ããã調æ»æ¥çéŠäœãçãããé±åãã€ã€ã¢ã³ãã2003幎 2æ 1æ¥å·ãp. 103ã
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
2007 2008 2009 2010 2011 2012
ãã¯ããã«
ã€ã³ããŒãž
ã¯ãã¹ã»ããŒã±ãã£ã³ã°
7
8ãšããæããããææ¬æ°ã¯åœæã®äŒç€Ÿã®ä»²éæ°äººãéããŠç¬ç«ããèªãã®æ±ããåžå Žèª¿æ»
ãå®çŸããã¹ããã¯ããã«ãç«ã¡äžããã
3.2 åæã®å°é£
åµæ¥åœåã¯æ§ã ãªå°é£ããã£ããäžã§ã倧ããªåé¡ãšãªã£ãã®ããããããªãµãŒãã«å¯Ÿ
ãã顧客ã®äžå®æã§ããã察象è ãåœæãŸã ãã€ããªãã£ã§ãã£ãããã䜿çšè ã«éå®ã
ãã調æ»ã§ãã£ãããã調æ»çµæã®ä¿¡é Œæ§ã劥åœæ§ã«å¯ŸããŠé¡§å®¢ããäžå®ã®å£°ãæ ¹åŒ·ãã£
ããããããã¯ããã«ã®å ŽåããµãŒãã¹éé¡ãå®äŸ¡ãªã®ã§ä¿¡é Œæ§ãç ç²ã«ãããŠããã®ã§
ã¯ãªãããšæãããããªããããããªãµãŒãã«å¯Ÿãã顧客ã®ä¿¡é Œæ§ã確ç«ããããšããã¯
ããã«ã®æé·ã®äžã§éèŠãªèª²é¡ã§ãã£ãã
ããã§ããã¯ããã«ã¯ã¢ãã¿ãŒã®è³ªãé«ãç¶æããããã®å·¥å€«ãšããŠãã©ãã調æ»ã®ä»
çµã¿ãæŽåããããã©ãã調æ»ãšã¯ãéè€ç»é²ããªãããŸãç»é²ãããå æžãªåçãççŸ
åçã®å€ãã¢ãã¿ãŒãç¹å®ããäŒå¡è³æ Œã®åæ¢ãªã©ã®åŠçœ®ãããç®çã§è¡ãããããã©ã
ã調æ»ãæœåºããã®ã¯åäžèª¿æ»ç¥šå ããã³è€æ°èª¿æ»éã«ãŸããã£ãŠã€ãã€ãŸãåããªãã
ããªåçãããŠãã人ããŸãã¯åçæéã極端ã«æ©ã人ã§ãããããšãã°ãäžã€ã®èª¿æ»ã§
ãããªãã¯ãã®äžå¹Žéã§æµ·å€æ è¡ã«è¡ããŸãããïŒããšãã質åãæããããäžæ¥åŸã«å¥
ã®èª¿æ»ãè¡ã£ããšããããªãã以äžã®åœã®äžã§äžå¹Žéã«è¡ã£ãããšã®ããåœãéžãã§ãã
ããããšãã質åããããããäºã€ã®è³ªåã®åçã«ççŸãããã°ããã®åçè ã«ã°ã¬ãŒã
ã€ã³ããšãããã€ã³ããäžããã°ã¬ãŒãã€ã³ããäžå®ã«éãããšèª¿æ»ç¥šãé ä¿¡ããªããšã
ãæªçœ®ããšã£ãŠããã
ãŸããä¿¡é Œæ§åäžã®ããã®è©Šã¿ãšããŠãã©ã€ãã·ãŒããŒã¯ã®ååŸãæããããããã©ã€
ãã·ãŒããŒã¯ã¯ãå人æ å ±ãé©åã«ä¿è·ããŠããããšã«å¯ŸããèªèšŒã§ãã¯ã©ã€ã¢ã³ãäŒæ¥
ã調æ»äŒç€Ÿãéžå®ããéã®ç®å®ãšãªãããã©ã€ãã·ãŒããŒã¯ã®ååŸã®éãåœæã¯éµéãªã©
çŽåªäœã«ãããªãµãŒãã«å¯Ÿå¿ããæ çµã¿ãããªãã£ããããããããªãµãŒãã§å人æ å ±ã
ä¿è·ããããã®æ çµã¿ã¯ãã¯ããã«ãç¬èªã«æ§ç¯ããå¿ èŠããã£ãããã®ææãšããŠãã
ãããªãµãŒããå®æœããéã«ã¯å¹Žéœ¢ãæ§å¥ãªã©ã®å±æ§æ å ±ãèšå®ããã°ã·ã¹ãã ãèªåç
ã«æœåºãè¡ããåŸãããåçæ å ±ãšã¢ãã¿ãŒã®å人æ å ±ãåé¢ããŠããŒã¿ããŒã¹ã«èšé²ã
ããšããäœå¶ãæŽåããããååãšããŠãªãµãŒãã®æ åœè ã¯ã¢ãã¿ãŒã®å人æ å ±ã«çŽæ¥æ¥
觊ããããšãªããªãµãŒããåŠçããã®ã§ããã責任è ãåãã岡æ¬äŒä¹ ç·åç· åœ¹ CFOïŒåœ
æïŒãããã©ã€ãã·ãŒããŒã¯ã®ååŸã«åãçµãã§ã¿ãŠéçšã§åŒ±ãã£ãéšåããã£ãã9ãšè¿°
8 20WORKSã«ãã 2006幎 5æ 24æ¥ã®ã€ã³ã¿ãã¥ãŒïŒhttp://www.20works.jp/job/joho/04_moteru/vol23.htmlïŒã 9 ãäºäŸ (æ ª)ãã¯ããã« PããŒã¯ååŸãéããŠç®¡çäœå¶ãå å® é²åŸ¡ã«ãšã©ãŸããæ»ãã®æ å ±ç®¡çãå±
8
ã¹ãŠããããã«ãååŸã«åããéçšã§ç€Ÿå ã®ç®¡çäœå¶ãå å®ããããšããã®åãçµã¿ã®å¯
次çãªå¹æã§ãã£ãã
ããããªãµãŒãã®ä¿¡é Œæ§ã®åäžã«äŒŽã£ãŠããã¯ããã«ãçŽé¢ãã倧ããªèª²é¡ã¯åæ¥ä»ç€Ÿ
ã«å¯ŸããŠã®åªäœæ§ã§ãããããããªãµãŒããåŸã ã«æµžéãå§ããã®ã«ããããŠãæ¢åã®åž
å Žèª¿æ»äŒç€Ÿãæ°èäŒæ¥ãæ°å€ãããããªãµãŒãã«åå ¥ãå§ããããããã®äŒæ¥ã«å¯Ÿããåª
äœæ§ã®ç¢ºä¿ããã¯ããã«ã®èª²é¡ãšãªã£ãã
3.3 ãªãµãŒãã»ã·ã¹ãã ã®æŽåã«ããè£ çœ®ç£æ¥å
ãã¯ããã«ã®ç«¶äºåªäœã®æºæ³ãšãªããæé·ã®åååãšãªã£ãã®ãããããªãµãŒãã®ãã
ã®æ å ±ã·ã¹ãã ã§ãããåµæ¥åœåãããæŽç°è¡åç· åœ¹å¯ç€Ÿé·ïŒåœæïŒã¯ããããã䜿ãã°
調æ»ã«ããããããšãã¯å®ãéãã§ããŸããã課é¡ãšãªãã®ã¯èª¿æ»ç¥šã®äœæãã¢ãã¿ã®æœ
åºãããŒã¿ã»ã¯ãªãŒãã³ã°ãéèšäœæ¥ãªã©ãšãã£ãã人æãšçµéšãåãå¿ èŠãšãããéšå
ã§ãããã®éšåã®ã³ã¹ãåæžãå³ããªããšãåçãäžããä»çµã¿ã«ã¯ãªããªããªããŸããã
ããã§ããããã¡ã¯ããã®æéã®ãããæ¥åã培åºçã«åæãããªãµãŒãã»ããŠããŠãã·
ã¹ãã ã«éçŽããŠããããšã§ããŸã£ããæ°ãããªãµãŒãã»ãµãŒãã¹ãäœãããšèããŸããã
10ãšèªã£ãŠããããã¯ããã«ã¯å¯èœãªéããªãµãŒãã®éçšãèªååããã¹ããã·ã¹ãã éçº
ã«éãã眮ããå€é¡ã®éçºæè³ãè¡ã£ãããã®ææãšããŠå瀟ã¯åµæ¥ããå幎åŸã«ã¯èªå
ã€ã³ã¿ãŒããããªãµãŒãã·ã¹ãã ãAIRsããå®æããã2003 幎ã«ã¯å€§éã¢ãã¿ãŒãå€æ§ãª
ã¢ã³ã±ãŒã圢æ ãžã®å¯Ÿå¿ãã»ãã¥ãªãã£ãªã©ã匷åãã第äºäžä»£ã®ã·ã¹ãã ãžãšæŽæ°ãã
æŽç·ŽããããªãµãŒãã®ä»çµã¿ãäœãäžããã
AIRs ãšããã·ã¹ãã 㮠倧ã®ç¹åŸŽã¯èª¿æ»ç¥šã®äœæããã¢ãã¿ãŒã®éžå®ã調æ»ç¥šéä»ãé
èšãçµæã®ã¢ãŠãããããšãã£ãäžé£ã®ãªãµãŒãå·¥çšãèªååŠçã§ãããšããã«ãããã
ãã«ãã調æ»ã«ããã人å¡ãå€§å¹ ã«æžããã³ã¹ãããŠã³ãå³ãããšãå¯èœãšãªã£ããããš
ãã°ã¢ãã¿ãŒã®éžå®ã§ã¯ã調æ»æ¡ä»¶ããšã«ã¿ãŒã²ãããšãªã幎霢ãæ§å¥ãšãã£ã察象è ã®
å±æ§æ¡ä»¶ã«ãã£ãŠèªåçã«æœåºåŠçããªãããä»çµã¿ãããããŸããéèšãšçµæã®ã¢ãŠã
ãããã«ã€ããŠã¯ãã¯ãã¹éèšã»ã¬ããŒãåºåãŸã§ãå¯èœãšããéèšãœãããQuick-CROSSã
ãåããŠãããAIRs ã®ããŒã¿ç²ŸåºŠãšã·ã¹ãã ã®å ç¢æ§ãã¢ãŠããããã®äœ¿ãããããç»é¢
ã®èŠãããã¯ã¯ã©ã€ã¢ã³ãããã®é«ãè©äŸ¡ãåŸãã
å æ¬çãªãªãµãŒãã»ã·ã¹ãã ãåæ¥ä»ç€Ÿã®äžã§ããã¡æ©ãå®æããéçšããããšã§ãã
ã¯ããã«ã¯ããããªãµãŒãæ¥çã§ã®åªäœæ§ã確ç«ãããå瀟ã¯è³ªåé ç® 10åãã¢ãã¿ãŒ100
éäžããæåã¢ã€ãœã¹ã2005幎 1æå·ãp. 36ã 10 ãæåæŸå²¡ã¬ããŒã 第 9å (æ ª)ãã¯ããã« ç¬èªã®èªå調æ»ã·ã¹ãã ã«ãã£ãŠå®äŸ¡ã§ã¹ããŒãã£ãã€é«å質ãªããããªãµãŒãäºæ¥ãå±éããã³ã³ãã¥ãŒã¿ïŒãããã¯ãŒã¯ LANã2002幎 12æå·ãp. 55ã
9
人ã24 æé以å ã®èª¿æ»å®äºã§æéïŒäžåãšããæ¥çã®åžžèãèŠãå®ããéãã蚎æ±ããŠåž
å Žã·ã§ã¢ãæ¡å€§ããŠãã£ããããã«ããã¯ããã«ãäž»å°ãããªãµãŒãã®ã·ã¹ãã åã¯ãåž
å Žèª¿æ»ã®ããžãã¹ã¢ãã«ãå€å®¹ãããããªãµãŒãã»ã·ã¹ãã ã¯äžåºŠå®æãããŠããŸãã°ã
ãããã©ãã»ã©å€ãã®é¡§å®¢ã䜿ã£ããšããŠãè¿œå ã³ã¹ããçºçããããã§ã¯ãªãã顧客ã
å¢ããã°å¢ããã ãå©çãå¢å€§ããããã®ç¹ã§ã¯ãèšåæè³ã«ãããåºå®è²»ãã³ã¹ãã®å€§
ããªå²åãå ããè£ çœ®ç£æ¥ãšé¡äŒŒããããžãã¹ã¢ãã«ã ãšèšãããšãã§ãããããªãã¡ã
ããããªãµãŒãã¯åžå Žèª¿æ»ãè£ çœ®åããžãã¹ãžãšè»¢æããã®ã§ãããã·ã¹ãã åã§ãã¡æ©
ãææãããããã¯ããã«ã¯ç©æ¥µçãªå¶æ¥ãè¡ã£ãŠé¡§å®¢ã®æ°ãå¢ãããèŠæš¡ã®çµæžã 倧
é享åããããšã§ãããããªãµãŒãæ¥çéŠäœã®å°äœã確ç«ãããããããã¯ããã«ã®é«æ
é·ã»é«åçã®åååã§ãã£ãã
3.4 æ°èŠäºæ¥ã®å±é
ããããªãµãŒãã®è£ 眮ç£æ¥åã¯åæã«ãå·®å¥åã®é£ããããããããããã¯ããã«ã¯ AIRs
ã«ãã£ãŠæ¥çã§ã®ç«¶äºåªäœã確ç«ãããã䌌ãæ©èœãæã€ã·ã¹ãã ãéçºããäŒæ¥ã次第
ã«çŸããŠãããå³ïŒã«è¡šããŠããããã«ããã¯ããã«ã®å£²äžé«å¶æ¥å©çç㯠30%ååŸãšäž
貫ããŠé«æ°Žæºã§ã¯ãããã®ã® 2000幎代åã°ãã次第ã«éåããŠããŠããã調æ»ã®ã·ã¹ãã
åã§ç¢ºä¿ã§ããåªäœæ§ã¯ããã»ã©é·ãæç¶ããããã§ã¯ãªãã£ãã®ã§ããããã¯ããã«ã«
ãšã£ãŠã¯é¡§å®¢ãžã®æ°ããªä»å 䟡å€åµé ã課é¡ãšãªã£ãã
2000 幎代åã°é ããããã¯ããã«ã¯äººæè²æãäžå±€åŒ·åããããã«ãªã£ããæ°åæ¡çšã§
ã¯çµ±èšãåæã®ã¹ãã·ã£ãªã¹ãããã°ãã°æ¡çšããããã«ãªãããŸããéžèããã»ã¹èªäœ
ãå€å€§ãªæéããããããã«ããã瀟å¡æè²ãäœç³»åããè²æã®ããŒã¿ã®æŽåããåªç§ãª
瀟å¡ã®ããŒã«ã¢ãã«åãéããåŠç¿ã®ãããªæ¹æ³ãæ¡ãããã«ãªã£ããèªç€Ÿã®èª¿æ»ãµãŒã
ã¹ã®äžã€ãOpenMillããå©çšããŠã¯ã©ã€ã¢ã³ãäŒæ¥ã®æºè¶³åºŠèª¿æ»ãè¡ããèªç€Ÿã®å¶æ¥ã¹ã¿ã
ããžã®æå°ã»è©äŸ¡ã«å©çšããŠããã瀟å¡å士ããäºãã®ä»äºã¶ããèªãããã€ã³ãã©ãªã©
ãä»ããŠæè¬ãç®ã«èŠãã圢ã§äŒéããæè¬ã®ã³ã¡ã³ããå€ã瀟å¡ãå šç€ŸäŒè°ã§è¡šåœ°ãã
ãMOMå¶åºŠããå®ãããããã·ã¹ãã ãå å®ãã人æããããªããšããäžæ¹ããã®ããã«
人æãžã®æè³ãéèŠãããšããã®ã¯äžèŠççŸããŠããããã§ããããããã¯ããã«ã®çã
ã¯ãå¶æ¥åã匷åããŠé¡§å®¢ã®çºæ³šãããã«å¢ãããšããããšããã®ããã«åŸæ¥ã®ãªãµãŒã
ã®ç¯çãè¶ ããŠããããã³ã³ãµã«ãã£ã³ã°ã«è¿ããµãŒãã¹ã«ãŸã§èžã¿èŸŒãããšã«ãã£ãã
åã«é¡§å®¢ã®æ³šæãåããŠèª¿æ»ãè¡ãã ãã§ã¯ãªãã調æ»çµæãã顧客ã®èª²é¡ãèŠã€ãåºãã
顧客ãšå ±ã«è§£æ±ºãžãšå°ããŠããããã«ã¯ãåã ã®å¶æ¥äººå¡ã«é«ãæ°Žæºã®åæåã»ææ¡åã
å¿ èŠãšãªãããã¯ããã«ã¯ãä»ç€Ÿãå šãè¿œãä»ããªã人æã§ç€Ÿå ãåãå°œããããšããæš
10
èªããšãŠã倧äºã«ããŠãããšãã11ã
å³ïŒ ãã¯ããã«ã®æ¥çžŸæšç§»
ïŒåºæïŒæ ªåŒäŒç€Ÿãã¯ããã«æ䟡蚌åžå ±åæžããäœæã
ãŸãããã¯ããã«ã¯æ°èŠäºæ¥ã®å±éãå§ããŠãããããšãã°è©Šã¿ã®äžã€ãšããŠãããã
ãªãµãŒããã¹ããŒããã©ã³ããè¡ãããšãã§ããã¢ããªéçºãæãããããPCã ãã§ãªã
ã¹ããŒããã©ã³çµç±ã§ã調æ»ãå¯èœã«ãªãããšã§ãã¢ãã¿ãŒã«ãšã£ãŠã®å©äŸ¿æ§ã調æ»ã®è¿
éæ§ãããé«ãŸãããšãèŠèŸŒãŸãããã¹ããŒããã©ã³ãéããããããªãµãŒãã®ãµãŒãã¹
ã§ã¯ãè¡ã®åŒåœå±ãã¯ãªãŒãã³ã°å±ãªã©ãããå°åã«å¯çããå°èŠæš¡åºèã§ã䜿ãããã
ãªãµãŒãã¹ã®éçºãé²ããããŠãããåžå Žèª¿æ»ã®æ°ããéèŠãæãèµ·ããããšãå¿åãã
ãŠãããããããªãµãŒããã©ã®ãããªé¡§å®¢ã«ãæ軜ã«äœ¿ããããã«ãããšããç®æšãå瀟
ã§ã¯ããªãµãŒãçã©ãåèšç»ããšåŒãã§ãã12ã
æµ·å€å±éãé²ããŠããã2011幎ã«ãã¯ããã«ã»ãã£ã€ããèšç«ãããã2012幎ã«ã¯éåœ
ã®èª¿æ»äŒç€Ÿãšã ãã¬ã€ã³ç€Ÿãè²·åãããªã©ããŠããããªãµãŒãã»ã·ã¹ãã AIRsã®è±èªçã
äžåœçã®éçºãè¡ãããŠãããããããããªãæµ·å€å±éããšãããä»ã®ã¢ãžã¢è«žåœã欧米
ãžã®é²åºã«ã¯é害ãå°ãªããªããã¢ãžã¢è«žåœã«ã€ããŠã¯ãæ¶è²»è ã®å€æ§ãªããŒãºã现ãã
ææ¡ããããšã®éèŠæ§ã¯å é²åœã®æçåžå Žãšæ¯èŒãããšçžå¯Ÿçã«äœããåžå Žèª¿æ»ã®éèŠã
ããã»ã©å€§ãããªãã欧米ã§ã¯æ¥æ¬ããã倧ããªåžå Žèª¿æ»ã®éèŠãããããããã§ã¯æ¬§ç±³
11 å±±å£ç¿æ°ã€ã³ã¿ãã¥ãŒã2012幎 9æ 18æ¥ã 12 å±±å£ç¿æ°ã€ã³ã¿ãã¥ãŒã2012幎 9æ 18æ¥ã
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
0
20
40
60
80
100
120
140
160
180
åå
売äžé«
å¶æ¥å©ç
å¶æ¥å©çç
11
ã®å€§æ調æ»äŒç€Ÿãåžå ŽãããããŠãããäŒæ¥èŠæš¡ã§æ¥æ¬äŒæ¥ãšã¯å€§ããªå·®ããã13ã
ããããªãµãŒãã®æé·ã¯äŸç¶ãšããŠç¶ããŠãããã®ã®ãæ¥æ¬ã®åžå Žèª¿æ»æ¥çå šäœã®åžå Ž
èŠæš¡ã¯äžè²«ããŠæšªã°ããç¶ããŠããããã®äºæ¥ç°å¢ã®äžã§ãã¯ããã«ã¯ããããªãµãŒãã®
ãªãŒããŒäŒæ¥ãšããŠãããªãåžå Žæ¡å€§ã®è©Šã¿ã暡玢ããŠããã
4.åžå Žèª¿æ»æ¥çã®æåãªç«¶å
ãããŸã§ãã¯ããã«ãšãããããããªãµãŒãã®ãªãŒããŒäŒæ¥ãåæããŠãããããããª
ãããåžå Žèª¿æ»æ¥çå šäœã®äžã®äœçœ®ã¥ãã§ã¯ãã¯ããã«ã¯æ±ºããŠå§åçãªãããäŒæ¥ãšã
ãããã§ã¯ãªãããŸããè¿å¹Žã®åžå Žæé·ã®éåããããã¯ããã«ã«éããæ¥çã®ãã¬ã€ã€
ãŒã«ã¯æ°ããªäºæ¥å±éãå¿ èŠãšãããŠãããæ¬ç¯ã§ã¯ãããããªãµãŒãããã³åžå Žèª¿æ»æ¥
çã代衚ããã€ã³ããŒãžãšã¯ãã¹ã»ããŒã±ãã£ã³ã°ãšããä»ã®ïŒäŒæ¥ã«æ³šç®ãããã®æ²¿é©ã
äºæ¥ã®æ§é ãä»åŸã®å±æã«ã€ããŠæ€èšãããå瀟ã®ããžãã¹ã¢ãã«ã®æ¯èŒãéããŠããã®
åžå Žèª¿æ»æ¥çã§å±éãããŠãã競äºã®æ§å³ãããé®®æã«ããããšãã§ããã ããã
4.1 ã€ã³ããŒãžã®æ²¿é©
1960幎ãåžå Žèª¿æ»ã®å°éäŒæ¥ã§ãã瀟äŒèª¿æ»ç 究æãèšç«ãããå瀟㯠2001幎ã«ç€Ÿåã
çŸåšã®ã€ã³ããŒãžãžãšå€æŽããã2013幎 10æã«ã¯ææ ªäŒç€Ÿå¶ãžãšç§»è¡ããææ ªäŒç€Ÿã§ãã
æ ªåŒäŒç€Ÿã€ã³ããŒãžããŒã«ãã£ã³ã°ã¹ãšãäºæ¥äŒç€Ÿã§ããæ ªåŒäŒç€Ÿã€ã³ããŒãžã«äŒç€Ÿåå²
ãããã2012 幎床ã®é£çµå£²äžé«ã¯ 399 ååã«éããåžå Žèª¿æ»æ¥çéŠäœã®èèäŒæ¥ã§ããã
äžçã®ãªãµãŒãäŒç€Ÿã®å£²äžé«ã©ã³ãã³ã°ã§ç¬¬ïŒäœã«äœçœ®ãã14ãçŸåšã®ã€ã³ããŒãžããŒã«ã
ã£ã³ã°ã¹ã®åç· åœ¹äŒé·ã§ããç°äžæ²éæ°ã¯ã2013 幎 5 æãŸã§æ¥æ¬ããŒã±ãã£ã³ã°ã»ãªãµãŒ
ãåäŒã®äŒé·ãåããŠããã
äºæ¥æ§æã¯å€§ãããåžå Žèª¿æ»ã»ã³ã³ãµã«ãã£ã³ã°ãã·ã¹ãã ãœãªã¥ãŒã·ã§ã³ãå»è¬åé
çºæ¯æŽã®ïŒã€ã«åãããããå³ïŒã«ç€ºãããŠããããã«ã2012 幎床ã®ã»ã°ã¡ã³ãå¥å£²äžã§
ã¯ãåžå Žèª¿æ»ã»ã³ã³ãµã«ãã£ã³ã°ãïŒå²ãå ããäžæ žäºæ¥ã§ããããã®ä»ã®ïŒã€ã®äºæ¥ã¯
ãªãµãŒãäŒç€ŸãšããŠã¯ç¬ç¹ã®ãã®ã§ããããã¯å瀟ã®æ¥æŽãšæ·±ãé¢ããã瀟äŒèª¿æ»ç 究æ
ã®åµæ¥ã¯ã補è¬å€§æã®ãšãŒã¶ã€ãäž»å°ããããšãŒã¶ã€ã®åµæ¥å®¶ã§ããåœæã®åžžååç· åœ¹ã§
ãã£ãå è€ç¥æ¬¡æ°ããã¢ã¡ãªã«ã«ãã㊠ACããŒã«ã»ã³ç€Ÿãå°å£²åºããã«èª¿æ»ãè¡ã£ãŠãã
13 2013幎 12æçŸåšã§ã¯ãä»åŸã®æµ·å€å±éãèŠæ®ããç±³ãã€ã³ãã£ãã¿ã«åäžã®æè³ãã¡ã³ã BCJ-12ã«ãã TOBã§ã®è²·åããã¯ããã«ãåãå ¥ããããšãå ±éãããŠããïŒããã¯ããã«ãè²·åãžã米系ãã¡ã³ãã TOBã500ååããæ¥æ¬çµæžæ°èã2013幎 12æ 12æ¥ãp. 10ãïŒ 14 ã¢ã¡ãªã«ããŒã±ãã£ã³ã°åäŒæ©é¢èªMarketing News 2013幎 8æ 30æ¥å·ããã
12
ã®ã«è§Šçºãããæ¥æ¬ã§ã倧è¡è¬åžå Žã®å®æ ãå®æçã«èª¿æ»ããåžå Žèª¿æ»ãè¡ããªãããšè
ããé¢ä¿è ãéããŠåžå Žèª¿æ»ãå°éãšãã第äžè æ©é¢ãšããŠç€ŸäŒèª¿æ»ç 究æãèšç«ããã
ãã®ãããªçµç·¯ãããã€ã³ããŒãžã¯ãšãŒã¶ã€ã®åäŒç€Ÿã»ç³»åäŒç€Ÿã§ã¯ãªããã®ã®ãçŸåšã§
ããšãŒã¶ã€ãå€§æ ªäž»ãšãªã£ãŠãããå»è¬åéçºæ¯æŽã®äºæ¥ããã®æŽå²ãèæ¯ã« 1999幎ã«ç
æãããã®ã§ãã15ããŸããããŒã¿ã®èç©ã»åŠçã®ããã®ã³ã³ãã¥ãŒã¿ã®éèŠæ§ãæ©æãã
èªèãã1960 幎代ããæ¢ã«å€§åã³ã³ãã¥ãŒã¿ãžã®æè³ãç©æ¥µçã«è¡ã£ãŠããããããçŸåš
ã®ã·ã¹ãã ãœãªã¥ãŒã·ã§ã³äºæ¥ã«ã€ãªãã£ãŠããã
å³ïŒ ã€ã³ããŒãžã®ã»ã°ã¡ã³ãå¥å£²äžé«ïŒåäœïŒååïŒ
ïŒåºæïŒæ ªåŒäŒç€Ÿã€ã³ããŒãžæ䟡蚌åžå ±åæž 2013幎ïŒå¹³æ 25幎ïŒ3ææããäœæã
1960幎ã®åµæ¥ä»¥æ¥ãå瀟ã¯æ å ±å瀟äŒãæ ãææãšããŠé«åºŠæé·ãéããŠããã1972幎
ã®ãªã€ã«ã·ã§ãã¯åŸã«ã¯ãæ¯æ°åŸéãšåŽååé¡ã«ãã£ãŠå€§ããªè»¢èœãçµéšããããšã«ãªã
ããå€§æ ªäž»ãšéèæ©é¢ã®æ¯æŽãçµå¶è ãšç€Ÿå¡ã®åªåã«ãã£ãŠæ¥çžŸå埩ãå³ãããåç£ã®å±
æ©ãå ããããã®åŸãäžåç£ããã«ã ITããã«ã®åŽ©å£ãã¯ãããšããå€éšç°å¢ã®å€åã®ã
ã³ã«èžãå Žçåæ»ãäœåãªãããããã50 幎ãšããé·æã®èŠç¹ããèŠãã°å³è©äžããã®æ
é·ãå®çŸããŠãããã調æ»ã®å質ã«å¯Ÿãããã ãããšç°å¢å€åã«å¯Ÿãããã£ã¬ã³ãžã䞡茪ãš
ããŠå埩ããŠããã16ã®ã§ããã2007幎ã«ã¯åµæ¥ä»¥æ¥ã®ç«¶åã§ãã£ãç±³ ACããŒã«ã»ã³ç€Ÿã®
æ¥æ¬åžå Žã«ãããå°å£²åºããã«äºæ¥ãæ€éã«è¿œã蟌ãããšã«æåããããã®ããšã«ãã£ãŠ
æ¶è²»è ãå«ãããã«èª¿æ»äºæ¥ã§ã¯ç¬å ç¶æ ãšãªãã匷åºãªäºæ¥åºç€ãä»æ¥ã«ããããŸã§ç¶
15 å±±ç°æ³°é ãã€ã³ããªãžã§ã³ã¹ã»ãããã€ããŒããã¬ãžãã³ã瀟ïŒ2000ïŒpp. 82-86ã 16 ç°äžæ²éæ°ã€ã³ã¿ãã¥ãŒã2012幎 12æ 14æ¥ã
283.3
49.6
66.3
åžå Žèª¿æ»ã»ã³ã³ãµã«ãã£ã³ã°äºæ¥
ã·ã¹ãã ãœãªã¥ãŒã·ã§ã³äºæ¥
å»è¬åéçºæ¯æŽäºæ¥
13
æããŠãããåžå Žèª¿æ»æ¥çå šäœãšããŠã¯æé·ãåæ»ããŠããè¿å¹Žã«ãããŠããå³ïŒã«ã¿ã
ããããã«ã€ã³ããŒãžã¯å 調ãªæé·ãç¶ããŠãããå¶æ¥å©ççã 10%匱ã®å®å®ããæ°Žæºã
確ä¿ããŠããã
å³ïŒ ã€ã³ããŒãžã®æ¥çžŸæšç§»
ïŒåºæïŒæ ªåŒäŒç€Ÿã€ã³ããŒãžæ䟡蚌åžå ±åæžããäœæã
ãæ å ±ã®äŸ¡å€ãç解ãããã®æ å ±ã§ã©ã®ããã«ããžãã¹ã¢ãã«ãæãç«ããããããã
ç解ããŠãããããã ãã®åãã€ã³ããŒãžã¯æã£ãŠããããšäŒé·ã®ç°äžæ²éæ°ã¯èªã17ãå
瀟ã®ããžãã¹ã®ããæ¹ã¯ããã¯ããã«ã®ãããšã¯å€§ããç°ãªã£ã匷ã¿ãæã€ã以äžã«ãã€
ã³ããŒãžã®åžå Žèª¿æ»äºæ¥ã«ã€ããŠããå°ã詳现ã«æ€èšããŠãããã
4.2 ã€ã³ããŒãžã®ããžãã¹ã¢ãã«
ã€ã³ããŒãžã¯ãåžå Žèª¿æ»ã®äžã§ãããã«èª¿æ»ã®åéã«å§åçãªåŒ·ã¿ãæã€ãå è¿°ã®ãã
ã«ãåžå Žèª¿æ»ã¯å€§å¥ããŠããã«èª¿æ»ãšã¢ãããã¯èª¿æ»ã®ïŒã€ã«åãããã18ãã¢ãããã¯èª¿
æ»ãç®çã«å¿ããŠãã®ã€ã©å°åã察象è ã®æ¡ä»¶ãéžå®ã質å祚ãªã©ã®èšèšãè¡ãåçºã®èª¿
æ»ã§ããã®ã«å¯ŸããŠãããã«èª¿æ»ã¯åºå®ããã調æ»å¯Ÿè±¡è ããå®æçã«ããŒã¿ãåéããã
ããã«èª¿æ»ã¯å人ãäžåž¯ãåºèãªã©ãšèª¿æ»å¯Ÿè±¡ãé·æéåºå®ãããŠãããããæç³»åã§è²©
売ã賌買ååã远跡ã§ãããšããç¹æ§ããããã¯ã©ã€ã¢ã³ãäŒæ¥ã®å€ãã¯ããã«èª¿æ»ãã¢
ãããã¯èª¿æ»ã«ããæè調æ»ãšçµã¿åãããŠããã確å®ãªææ決å®ãè¡ãã 17 ç°äžæ²éæ°ã€ã³ã¿ãã¥ãŒã2012幎 12æ 14æ¥ã 18 ã€ã³ããŒãžã§ã¯ã¢ãããã¯èª¿æ»ãã«ã¹ã¿ã ãªãµãŒããšåŒç§°ããŠããã
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
0
50
100
150
200
250
300
350
400
450
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
åå
売äžé«
å¶æ¥å©ç
å¶æ¥å©çç
14
ã€ã³ããŒãžãè¡ãããã«èª¿æ»ã«ã¯ãå人æ¶è²»è åãã®ãã®ãšå°å£²åºåãã®ãã®ãããã
å人æ¶è²»è åããšããŠã¯ SCI-personalïŒå šåœå人æ¶è²»è ããã«èª¿æ»ïŒã代衚çãªãµãŒãã¹ã§ã
ããã¯å šåœ 50,000 人ã«æºåž¯å¯èœãªã¹ãã£ããŒãé åžããŠè³Œå ¥ããåã ã®ååã®ããŒã³ãŒã
ãã¹ãã£ã³ããŠããããé£åã飲æãæ¥çšé貚åãå»è¬åã«é¢ããæ¯æ¥ã®è³Œè²·è¡åã調æ»
ãããšãããã®ã§ãããä»ã«ãã40,000 人ã®å¥³æ§ã¢ãã¿ãŒã察象ã«å粧åããã¢ã±ã¢çšå
ãªã©å¥³æ§çšååã®è³Œå ¥ããŒã¿ãåéãã SLIïŒå šåœå¥³æ§æ¶è²»è ããã«èª¿æ»ïŒãªã©ã®ãµãŒãã¹
ãããããããã®èª¿æ»ã«ãã£ãŠãã©ã®ãããªäººããã©ã®åºèã§ãäœãè²·ã£ãããããã«ã¯
ãã®è³Œè²·é »åºŠããªããŒãçãææ¡ããããšãã§ãããå瀟ã®èª¿æ»ã«é¡æ¯ãããã®ã¯ç·åç
ãå®æœããŠãã家èšèª¿æ»ã§ããããããã 9,000äžåž¯çšåºŠã察象ãšããåååååäœã§ã¯ãª
ãååã®ã«ããŽãªãŒåäœã§éèšãè¡ã£ãŠããã®ã«æ¯ã¹ããšãã€ã³ããŒãžã®èª¿æ»ã¯ã¯ããã«
詳现ã§ãããå°å£²åºåããšããŠã¯ 1994 幎ããéå§ããã SRIïŒå šåœå°å£²åºããã«èª¿æ»ïŒã
代衚çã§ãããã¯å šåœã®ã¹ãŒããŒããŒã±ãããã³ã³ãããšã³ã¹ã¹ãã¢ããã©ãã°ã¹ãã¢ã
ããŒã ã»ã³ã¿ãŒãªã© 3,994 åºèã調æ»å¯Ÿè±¡ãšãåå¥ååã®è²©å£²ååã POS ããŒã¿ã§åéã
ãŠããããŸããå»è¬åãªã©ãã«ã¹ã±ã¢ååã®è²©å£²ååã調ã¹ã SDIïŒå šåœäžè¬çšå»è¬åãã
ã«èª¿æ»ïŒãã€ã³ããŒãžã®èª¿æ»å¡ãæ¯é±æ«ã«èšªåºãå±±ç©ã¿ã¢ã€ãã ããããã³ããã©ã·æç¡ç
ã®è²©ä¿æ å ±ãåéãã SPIïŒå šåœåºé ããã¢ãŒã·ã§ã³èª¿æ»ïŒãªã©ããã19ããã®ããã«æ¶è²»
è åŽãšå°å£²åºåŽã®äž¡æ¹ã«èª¿æ»ç¶²ãæã£ãŠããã®ã¯æ¥çã®äžã§ãã€ã³ããŒãžã®ã¿ã§ããã
1990幎代ã®æ å ±æè¡ã®é²æ©ããšããã POSã·ã¹ãã ã®æ®åã¯ãå瀟ã®ããã«èª¿æ»ã«é©æ°
ãããããããåµæ¥ä»¥æ¥è¡ãããŠããæ¶è²»è ããã«ã¯ãæ¥èšåœ¢åŒã®è²·ãç©åž³ã«ã¢ãã¿ãŒã
æ¯æ¥è³Œå ¥ããååã®æ å ±ãèšå ¥ããŠãããã調æ»å¡ãæäžå蚪åããŠååãããšãããã
æ¹ïŒãã€ã¢ãªãŒããã«ïŒã§ãã£ãããŸãå°å£²åºããã«ã¯èª¿æ»å¡ãåºèã蚪åããåšåº«éãš
ä»å ¥ãéã調æ»ããŠè²©å£²éãæšèšãããšããæ¹æ³ïŒåšåº«ç£æ»ãã¹ãã¢ãªãŒãã£ããïŒã§ã
ã£ãã1990 幎代ãããååãžã®ããŒã³ãŒãå°å·ã浞éããããšãåããæ¶è²»è ããã«ã¯å¯Ÿ
象è ã«é åžãããã³ãã£ã¹ãã£ããŒã§ããŒã³ãŒããèªã¿åã£ãŠãããæ¹åŒïŒããŒã ã¹ãã£
ãã³ã°ïŒãžãšå·æ°ãããååãè³Œå ¥ãããã£ãã«ãåæ°ãéé¡ãšãã£ãæ å ±ã«ã€ããŠã¯ç«¯
æ«ã®èª¿æ»ç»é¢ã«å ¥åããŠéä¿¡ããŠãããããšãå¯èœãšãªã£ããå°å£²åºããã«ã¯ãPOS ã¬ãž
ã§åéããã POSããŒã¿ãéä¿¡ããŠãããæ¹åŒïŒPOSããã«ïŒãžãšå·æ°ãããã調æ»å¯Ÿè±¡
è ããã®ããŒã¿éä¿¡ã¯åœåã¯å ¬è¡åç·ã䜿ããããã2012 幎ã«åäžåž¯åäœã®ããã«ããç·
女å人åäœã®ããã«ã«åãæ¿ããã®ãšåæã«ãåæ¹åã®éä¿¡ãå¯èœãªã€ã³ã¿ãŒãããåç·
ã«åãæ¿ãã£ãã
æ¥çã®ç°å¢ãå€åããã¢ãããã¯åã®ããããªãµãŒããæ¥æé·ããäžã§ããããã«èª¿æ»
19 æ ªåŒäŒç€Ÿã€ã³ããŒãž HPããã
15
ã®ä»çµã¿ã¯ã€ã³ããŒãžã®å åºãªç«¶äºåªäœã®æºæ³ãšãªã£ãŠãããå瀟ã®å¹ã£ãŠããæ¶è²»è ã»
å°å£²åºã®ããŒã¿ãæ±ãããŠããŠãã50,000 人ã«ãã®ãŒãå人ããã«ã¢ãã¿ãŒã¯å€§ããªåå ¥
éå£ã§ãããæ°èŠåå ¥è ãã€ã³ããŒãžãè ããã»ã©ã®ç²Ÿç·»ãªããŒã¿ãäŸçµŠããã«è³ããŸã§
ã«ã¯å€å€§ãªè²»çšãèŠãããã¯ã©ã€ã¢ã³ãã«ãšã£ãŠã€ã³ããŒãžã®ããã«èª¿æ»ã¯æ¿ãã®ãããª
ãæ å ±æºã§ãããããšãã°è±çãã©ã€ãªã³ãå³ã®çŽ ã®ãããªæ¥çšåã¡ãŒã«ãŒãã倧æããŒ
ã«ã¡ãŒã«ãŒå瀟ãªã©å€æ°ã®æ¶è²»è²¡ã¡ãŒã«ãŒãå瀟ã®é¡§å®¢ã§ãã20ããããã®äŒæ¥ã¯åå¥ã«ã€
ã³ããŒãžã«èª¿æ»äŸé ŒãããŠããã®ã§ã¯ãªããã€ã³ããŒãžãšå¥çŽããŠãã®ããŒã¿ããŒã¹ãå ±
åå©çšãããšããååŒåœ¢æ ããšã£ãŠãããããã¯ã·ã³ãžã±ãŒãããŒã¿ãµãŒãã¹ãšåŒã°ããŠ
ããã
ãŸããã€ã³ããŒãžã¯äž»åã®ããã«èª¿æ»ä»¥å€ã«ãå€çš®å€æ§ãªèª¿æ»æ³ãé§äœ¿ããŠãªãµãŒãã»
ãµãŒãã¹ã顧客ã«æäŸããŠãããã¢ãããã¯èª¿æ»ã«çžåœããå瀟ã®ã«ã¹ã¿ã ãªãµãŒãã¯ã
調æ»ç¥šäœæãããã£ãŒã«ãã¯ãŒã¯ãéèšãåæãŸã§ãäžè²«ããŠè¡ããµãŒãã¹ã§ãããåŸæ¥
åææ³ãšããããªãµãŒãåæ¹ãå®æœããããšãã§ããããã®ä»ã«ãéµé調æ»ã蚪åé¢æ¥èª¿
æ»ãã°ã«ãŒãã€ã³ã¿ãã¥ãŒãªã©ãããããããã®ãµãŒãã¹ããããŸã§ã®é·ãèç©ãçãã
ãä¿¡é Œæ§ãæã€ã売äžæ§æãšããŠã¯åžå Žèª¿æ»äºæ¥ã®ãã¡ããã«ãªãµãŒããšã«ã¹ã¿ã ãªãµãŒ
ãã 6:4ã®å²åã§ãã«ã¹ã¿ã ãªãµãŒãã®ãã¡ããããªãµãŒãã 40%ã»ã©ãå ãã21ã
4.3 ã€ã³ããŒãžã®è¿å¹Žã®åãçµã¿
ã€ã³ããŒãžã¯ãããªãæé·ã®ããã«ã¢ãã€ã«åéãžã®é²åºãæµ·å€å±éãé²ããŠããã
2012幎ã«ã¯NTTãã³ã¢ãšã®ååŒäŒç€Ÿã§ãããã³ã¢ã»ã€ã³ãµã€ãããŒã±ãã£ã³ã°ãèšç«ããã
ãã³ã¢ã® 5,000äžäººã®ãã¬ãã¢ã¯ã©ãäŒå¡ãåºç€ãšããã¢ãã€ã«ãªãã§ã¯ã®å³ææ§ãäœçœ®æ
å ±ãåçãªã©ã®å€æ§ãªæ å ±ãšã€ã³ããŒãžã®ããã«èª¿æ»ã«ãããããŠããŠãåãããæ°ãã
ãªãµãŒãã®åœ¢æ ãäœã£ãŠããã®ãçãã§ãããæµ·å€å±éã«ã€ããŠã¯ãäžåœãã€ã³ããã¿ã€ã
ã·ã³ã¬ããŒã«ãªã©ã«çŸå°æ³äººãèšç«ããäž»ã«æ±ã¢ãžã¢ãæ±åã¢ãžã¢ã§ã€ã³ããŒãžã®èª¿æ»ãµ
ãŒãã¹ãæ®åãããããšããŠããã
ãŸããå»è¬åéçºæ¯æŽã¯å瀟ç¬ç¹ã®äºæ¥ã§ããããå 調ãªæé·ãèŠèŸŒãŸããŠãããåäº
æ¥ã§ã¯è£œè¬äŒç€Ÿããã®å§èšã§æ²»éšã®é²è¡ç®¡çãæ²»éšããŒã¿ã®åæãå®æœããŠããããŸãã
20 ããã³ãã£ãŒçºèŠäŒ ã€ã³ããŒãž ããŒã±ãããªãµãŒãæ¥çã®é ææ¢ã«æ°èŠäºæ¥ãçºæããé±åãã€ã€ã¢ã³ãã2002幎 2æ 16æ¥å·ã 21 ç°äžæ²éæ°ã€ã³ã¿ãã¥ãŒã2012幎 12æ 14æ¥ãã€ã³ããŒãžã®ããããªãµãŒãäºæ¥ã¯ 1999幎ãšæ©æããçæãããŠããããåæã®ããããªãµãŒãã«å¯ŸããŠã€ã³ããŒãžã®èŠæ¹ã¯æççã§ãã£ããããããªãµãŒã
ã«ã¯é«å¹Žéœ¢å±€ãå°ãªããªã©ã®ã¢ãã¿ãŒã®åãããããããã調æ»ãå€é »åºŠã§å®æœãããããããµã³ãã«ã«
åžå Žä»£è¡šæ§ãä¹ãããã€ã¢ã¹ã倧ãããšäŒçµ±ãã調æ»äŒç€Ÿã«ã¯æ ã£ããããããªãµãŒã以åã®å€ãã®èª¿æ»
äŒç€Ÿã¯ããçµ±èšçè«ã«ããšã¥ãããµã³ããªã³ã°ãšé·å¹Žã®çµéšã質ã®é«ã調æ»ãè¡ãããã«äžå¯æ¬ ãïŒå±±ç°æ³°
é ããµã¹ãã£ããã«ã»ã«ã³ãããŒã®æ¡ä»¶ããã¬ãžãã³ã瀟ïŒ2007幎ïŒp. 36ïŒãšèããåžå Žä»£è¡šæ§ãéåžžã«éèŠããŠããã
16
ãªãµãŒãäŒç€ŸãšããŠã®åŒ·ã¿ã掻ãããŠå»è¬åã®è£œé 販売åŸèª¿æ»ããæ£è ãå»åž«ãMR(å»è¬æ
å ±æ åœè )ã察象ãšãã調æ»ã»ã³ã³ãµã«ãã£ã³ã°ãè¡ã£ãŠãããå»è¬åéçºæ¯æŽã«ã€ããŠã
è¿å¹Žã¯æµ·å€é²åºãé²ããŠãããäž»èŠåäŒç€Ÿã®ã¢ã¹ã¯ã¬ãã㯠2010幎ããäžåœãå°æ¹Ÿãéåœ
ãšç«ãŠç¶ãã«çŸå°æ³äººãèšç«ããæ±ã¢ãžã¢ã§ã®äºæ¥å±éã匷åããŠããã
4.4 ã¯ãã¹ã»ããŒã±ãã£ã³ã°ã®æ²¿é©
ã¯ãã¹ã»ããŒã±ãã£ã³ã°ã¯ 2003 幎ãçŸä»£è¡šåç· åœ¹ç€Ÿé·å Œ CEO ã§ããäºååµå¹¹æ°ã«ãã
èšç«ãããã売äžé«ã¯ 2012 幎床ã§çŽ 54 ååãšãã¯ããã«ãã€ã³ããŒãžãšæ¯ã¹ããšçžå¯Ÿç
ã«èŠæš¡ã§ã¯å£ãããåµæ¥ããã® 8 幎éã§èµ€åãçµéšããããšã¯ãªãå 調ãªæé·ãç¶ããŠã
ããããããªãµãŒãã®ã¢ãã¿ãŒç·æ°ãšããŠã¯ 1000äžäººè¿ãæ¥ç 倧èŠæš¡ã®ã¢ãã¿ãŒã»ãã
ãã¯ãŒã¯ãä¿æããŠããã®ãç¹åŸŽã§ããã¯ããã«ã®ã¢ãã¿ãŒæ°çŽ 115 äžäººãšæ¯ã¹ãŠãã¯ã
ãã«å€ãã®ã¢ãã¿ãŒãä¿æããŠããã
å瀟ã®åµæ¥è ã§ããäºååµæ°ã¯ã倧åŠåæ¥åŸãå°æ¥ã®ç¬ç«ãèŠæ®ããŠãã³ãã£ãŒã»ãã£
ãã¿ã«ãå°±è·å ã«éžãã ãããã§ãã³ãã£ãŒäŒæ¥ã®ç®å©ãã®çµéšãç©ãã åŸãå¶æ¥å ã®äŒ
æ¥ãæºåž¯é»è©±åãã³ã³ãã³ãäŒç€Ÿãèšç«ãããšãã«åœ¹å¡ãšããŠåå ããããšããã£ããã«
çµå¶è ãšããŠã®ãã£ãªã¢ãæ©ã¿å§ãããåŸã«ãèµ€åç¶ãã®ç¶æ³ãæç Žãã¹ãæ°èŠäºæ¥éšé
çºæ åœãšãªã£ãåæ°ã¯ãåœæãŸã 寡å äŒæ¥ã®ãªãã£ãããããªãµãŒãæ¥çã«çç®ãã2003
幎ã®ã¯ãã¹ã»ããŒã±ãã£ã³ã°åµæ¥ãžãšè³ã£ãã
æ°èŠåå ¥ã«ããã£ãŠã¯ãäºååµæ°ã®ãã³ãã£ãŒã»ãã£ãã¿ã«æ代ã®ç¥äººãéå¶ãè¡ã£ãŠ
ããæžè³ãµã€ãéå¶äŒç€Ÿã® ECããïŒçŸ VOYAGE GROUPïŒãšææºããããšã§ã70äžäººãš
ãã倧èŠæš¡ãªã¢ãã¿ãŒãç²åŸãããèšç«åœåã®ã¯ã©ã€ã¢ã³ãã¯æ¥çµãªãµãŒããé»éãªãµãŒ
ãããããªãªãµãŒããªã©ã§ãèªç€Ÿã§ããããªãµãŒããããŠãããã¯ããã«ãã€ã³ããŒãžä»¥
å€ã®èª¿æ»äŒç€Ÿã®ã»ãšãã©ãã¯ã©ã€ã¢ã³ãã§ãã£ãã
4.5 ã¯ãã¹ã»ããŒã±ãã£ã³ã°ã®ããžãã¹ã¢ãã«22
ã¯ãã¹ã»ããŒã±ãã£ã³ã°ã®èšç«åœæãæ¥çã«ã¯å¯¡å äŒæ¥ãããªãã£ããã®ã®ãæ¢ã«æ°å
瀟ã®äŒæ¥ã掻åããŠããããã®äžã§å瀟ã¯æ¥ç åŸçºãšããäœçœ®ã¥ãã§ãã£ãããã®ããã
å瀟ã¯ããããªãµãŒãäŒæ¥ã®äžã§ãç°è³ªã®ããžãã¹ã¢ãã«ãæ§ç¯ããä»ç€Ÿãšã®å€§å¹ ãªå·®å¥
åãå³ã£ããããããéæ¥è²©å£²ããšåŒã°ããããžãã¹ã§ããã
22 æ¬ç¯ã®èšè¿°ã¯ã埡æ£åžæ°ã»é ç°æºåŸ³æ°ã€ã³ã¿ãã¥ãŒ(2013幎 1æ 17æ¥)ã«åºã¥ããã®ã§ããã
17
å³ïŒ çŽæ¥è²©å£²ãšéæ¥è²©å£²
ãéæ¥è²©å£²ããšã¯ãå³ïŒã«ç€ºããããã«ã調æ»äŒç€Ÿãã¯ã©ã€ã¢ã³ããšããŠæ¡ä»¶ãåŒãå
ãããšãããã®ã§ãããå€ãã®å ŽåãããããªãµãŒãäŒæ¥ã¯åžå Žèª¿æ»ãè¡ãããã¡ãŒã«ãŒ
ãªã©ããçŽæ¥ã«èª¿æ»æ¡ä»¶ãåŒãåããŠãããããããçŽæ¥è²©å£²ããšåŒã¶ãã¯ãã¹ã»ããŒã±
ãã£ã³ã°ã¯ãçŽæ¥è²©å£²ã«ãã£ãŠèª¿æ»äŸé ŒãåããŠããä»ã®èª¿æ»äŒç€Ÿãšææºããããããªãµ
ãŒãã«é¢ãã調æ»ã®éšåãè«ãè² ã£ãŠããã®ã§ããã
éæ¥è²©å£²ãšããçµè·¯ãååšããèæ¯ã«ã¯ã調æ»äŒç€Ÿã§ãããããªãµãŒãã«å¯Ÿå¿ã§ããäŒ
æ¥ã°ããã§ã¯ãªãããšããããã¡ãŒã«ãŒãªã©ãæã€åžå Žèª¿æ»ã®ããŒãºã¯æ§ã ã§ããããã®
äžã«ã¯åŸæ¥åã®èª¿æ»ææ³ã§å¯Ÿå¿ã§ãããã®ããããããªãµãŒãã§å¯Ÿå¿ãã¹ããã®ãããã
ãããã¡ãŒã«ãŒãªã©ã®ç«å Žããã¯ããããã®èª¿æ»äŸé Œãå¥ã ã®äŒç€Ÿã«çºæ³šããã®ã¯æéã
ããããäžæ¬ããŠçºæ³šãè¡ããããšããåæ©ããã£ãããã®ãããçŽæ¥è²©å£²ãåŒãåããŠ
ãã調æ»äŒç€Ÿã¯æ§ã ãªåœ¢æ ã®èª¿æ»äŸé Œãåæã«åŒãåããããšã«ãªãããæ¢åã®èª¿æ»äŒç€Ÿ
ã®äžã«ã¯ååãªè³éåããªããããããªãµãŒãã«å¿ èŠãªã·ã¹ãã éçºæè³ãè¡ããŠããªã
äŒæ¥ãå°ãªããªãã£ããããã§ãããããªãµãŒããç°¡åã«ã¯è¡ããªã調æ»äŒç€Ÿããããã
ãªãµãŒãã®æ¥åãè«ãè² ãã®ãã¯ãã¹ã»ããŒã±ãã£ã³ã°ã®çã£ãããžãã¹ã§ãã£ããæ¢å
ã®èª¿æ»äŒç€Ÿã«ãšã£ãŠãéåžžã®ããããªãµãŒãäŒç€Ÿã¯ç«¶åã§ããããã¯ãã¹ã»ããŒã±ãã£ã³
ã°ã¯èª¿æ»äŒç€Ÿã«ãšã£ãŠã®ããŒãããŒäŒæ¥ãšããäœçœ®ãå ããã®ã§ããã
æ¢åã®èª¿æ»äŒç€ŸããããããªãµãŒãã®éšåãè«ãè² ãããšããéæ¥è²©å£²ã®ããžãã¹ãéž
æããçµæãšããŠãã¯ãã¹ã»ããŒã±ãã£ã³ã°ã®åŒãåãã調æ»äŸé Œã¯å€çš®å€æ§ãªãã®ãšãª
ã£ããããŒãããŒãšãªã調æ»äŒç€Ÿã¯æ§ã ã§ããããããã調æ»äŒç€Ÿãèªãã§ã¯åŠçããã
ãªãããããªãµãŒãã®æ¡ä»¶ãæã¡èŸŒãŸãããããäžã«ã¯è€éãªãã®ãå«ãŸããŠããããã®
ãããã¯ãã¹ã»ããŒã±ãã£ã³ã°ã¯æ§ã ãªèª¿æ»äŸé Œã«æè»ã«å¯Ÿå¿ããã¹ããããã«ïŒã€ã®å
ã¡ãŒã«ãŒãªã©ã®ã¯ã©ã€ã¢ã³ãäŒæ¥
ã¯ãã¹ã»ããŒã±ãã£ã³ã°
調æ»äŒç€Ÿãã¯ããã«ãªã©ããããªãµãŒãäŒæ¥
éæ¥è²©å£²
çŽæ¥è²©å£²
18
ãçµã¿ãé²ãããäžã€ã¯å€æ§ãªã¢ãã¿ãŒãä¿æããããšã§ãããããäžã€ã¯äžä»¶äžä»¶ã®èª¿
æ»èšèšã®ã«ã¹ã¿ãã€ãºã«åŽåãããããšããããšã§ããã
äžã€ç®ã®å€æ§ãªã¢ãã¿ãŒã®ä¿æã«ã€ããŠãããŸãã«å€äººæ°ã®ã¢ãã¿ãŒãèªç€Ÿã§æ±ããã
ãšã«ã¯åé¡ããããå€æ°ã®ã¢ãã¿ãŒãç²åŸããéçšã§ã³ã¹ããããããããŸããã¢ãã¿ãŒ
æ°ãå€ããªãã»ã©ïŒäººããããåãããã調æ»ã®æ©äŒãæžããçµæãšããŠã¢ãã¿ãŒã®äžæº
ã«ã€ãªããããã§ãããããã§ã¯ãã¹ã»ããŒã±ãã£ã³ã°ã¯ãããã«ããã¯ã¹ããšåŒã°ãã
ã¢ãã¿ãŒã®ä¿æã®ä»æ¹ãæ¡çšããŠãããããã«ããã¯ã¹ãšã¯ãèªç€Ÿã®ã¢ãã¿ãŒã«å ããŠã
倧èŠæš¡ã¢ãã¿ãŒãæã€ä»ç€Ÿãšæ¥åææºãã¢ãã¿ãŒãçžäºå©çšãããšãããã®ã§ãããã¯ã
ã¹ã»ããŒã±ãã£ã³ã°ã¯èªç€Ÿãšåäžã® EC ããã®ã¢ãã¿ãŒ160 äžäººã«å ããŠã楜倩ãªãµãŒãã
ããããã€ã«ãšäºæ¥ææºãè¡ããã¢ã³ã±ãŒãã»ã¢ãã¿ãŒã®çžäºå©çšãå¯èœãšãã1000 äžäºº
è¿ãæ¥ç 倧èŠæš¡ã®ã¢ãã¿ãŒæ°ã確ä¿ããããã®ããã«ããã¯ã¹ã®æ§ç¯ã«ãããåžå°ãªèª¿
æ»å¯Ÿè±¡è ã«é¢ãã調æ»æ¡ä»¶ããéåžžã«å€§éã®ãµã³ãã«ãå¿ èŠãšãã調æ»æ¡ä»¶ãªã©ãèªç€Ÿå
ç¬ã§ã¯å¯Ÿå¿ã§ããªãã£ããªãµãŒããå¯èœãšãªããå€çš®å€æ§ãªèª¿æ»äŸé Œãå泚ããããšã«æ
åããã®ã§ããã
éæ¥è²©å£²ãæç«ãããããã«ã¯ãäºã€ç®ã«æãã調æ»ã®ã«ã¹ã¿ãã€ãºãéèŠã§ãã£ãã
調æ»äŒç€Ÿããæã¡èŸŒãŸããæ§ã ãªèª¿æ»æ¡ä»¶ã«å¯Ÿå¿ãããããã¯ãã¹ã»ããŒã±ãã£ã³ã°ã§ã¯
ããããªãµãŒãã§çšãã調æ»ç¥šã®äžä»¶äžä»¶ãæäœæ¥ã§çŽ°ãã調æŽããŠããããŸããåŸãã
ãåçããŒã¿ã®äžã§ãèªç±åçã®éšåãããããã¯åçã®å¥åŠãªç¹ã«ã€ããŠã¯ãã·ã¹ãã
ã ãã§ãªãç®èŠã§ãã§ãã¯ãè¡ããããŒã¿ã»ã¯ãªãŒãã³ã°ã人æã§äž¹å¿µã«è¡ã£ãŠãããã
ã®ããã«ããŠå瀟ã¯å€æ§ãªæ¡ä»¶ã«å¯ŸããŠã調æ»ã®å質ãç¶æã§ããããã«åªããŠããã®ã§
ããã
ãã£ãšãããã®ããã«å€ãã®äººæããããããšã«ã¯åºå®è²»ã®å¢å€§ãæãåé¡ãã¯ããã§
ããããšããããåžå Žèª¿æ»ãšããããžãã¹ã¯éèŠãææã«ãã£ãŠäžå®ã§ã¯ãªããå¹³æ¥ãã
ãé±æ«ã«èª¿æ»äŸé Œãåã£ããã幎床æ«ã決ç®ææ«ã«äŸé Œãéäžãããªã©å£ç¯ã»ææã«ãã
éèŠã®å¢æžãããããã«ãæ¬ç€Ÿã§å€ãã®äººæãæ±ããããšã¯ã³ã¹ãã®å¢å€§ã«çµã³ã€ããã
ã®ãããå瀟ã¯å°éçãªç¥èãç¡ããŠãè€éãªã¢ã³ã±ãŒãç»é¢ãäœæã»ã«ã¹ã¿ãã€ãºã§ã
ãã·ã¹ãã ãpyxis2ããéçºãããšãšãã«ãé éå°ã«ãªãã¬ãŒã·ã§ã³ã»ã»ã³ã¿ãŒãéèšãã
æšæºçãªæ¡ä»¶ã«ã€ããŠã¯ãªãã¬ãŒã·ã§ã³ã»ã»ã³ã¿ãŒã§å®æœããæ¹åŒããšã£ãŠãããæ¬ç€Ÿãš
ãªãã¬ãŒã·ã§ã³ã»ã»ã³ã¿ãŒã§ã®åæ¥ã«ãããç¹éã®å·®ã«å¯Ÿå¿ããŠããã®ã§ããã
以äžã®ããã«éæ¥è²©å£²ãããã«ããã¯ã¹ã調æ»ã®ã«ã¹ã¿ãã€ãºãšããèŠçŽ ãäžäœãšãªã£
ãŠåœ¢æãããŠããå瀟ã®ããžãã¹ã¢ãã«ã®åŒ·ã¿ã¯ãå€çš®å€æ§ãªæ¡ä»¶ã«å¯Ÿå¿ããããšã®ã§ã
ãæè»æ§ã§ãããšèšãããšãã§ããã ãããããããªãµãŒããç°¡åã«ã¯å®æœã§ããªãæ¢å
19
ã®èª¿æ»äŒç€ŸãšææºããŠããããæ§ã ãªèª¿æ»æ¡ä»¶ãè«ãè² ããå¹ åºãã¢ãã¿ãŒãšäººæããã
ã調æ»ã®ã«ã¹ã¿ãã€ãºã«ãã£ãŠå€æ§ãªèª¿æ»ã®ããŒãºã«å¯ŸåŠããŠããã®ã§ãããããããªãµ
ãŒãæ¥çã«æ¢ã«å€æ°ã®äŒæ¥ãåå ¥ããŠããäžã§ã® åŸçºã ã£ãå瀟ã¯ãããããŠä»ç€Ÿãšå·®
å¥åãããããžãã¹ãå±éããå€ãã®äŒæ¥ããã®åŸæ€éããŠãã£ãäžã§ãçãæ®ããæé·
ãç¶ããŠãã£ãã®ã§ããã
å³ïŒ ã¯ãã¹ã»ããŒã±ãã£ã³ã°ã®æ¥çžŸæšç§»
ïŒåºæïŒæ ªåŒäŒç€Ÿã¯ãã¹ã»ããŒã±ãã£ã³ã°æ䟡蚌åžå ±åæžããäœæã
ãã®äžæ¹ã§ããã®ããã«ä»ç€Ÿãšã®å€§å¹ ãªå·®å¥åãå¯èœãšããå瀟ã®ããžãã¹ã¢ãã«ã¯ã
åçé¢ã§ã®ãã¡ãªãããå«ãã§ããã調æ»äŒç€Ÿãçµç±ããéæ¥è²©å£²ã§ããããšã¯ã調æ»äŒ
瀟ãäžå®ã®ä»²ä»æãåŸãããšãæå³ããããŸããããã«ããã¯ã¹ã§ä»ç€Ÿã®ã¢ãã¿ãŒãå©çš
ããéã«ã¯ãã€ã€ãªãã£ã®æ¯æããçºçãã調æ»èšèšèªäœã«ã人æããããåã®ã³ã¹ãã
ããããã®çµæãšããŠãå³ïŒã®ããã«ã¯ãã¹ã»ããŒã±ãã£ã³ã°ã®å¶æ¥å©ççã¯äžå Žãã 2009
å¹Žä»¥æ¥ 10%ååŸã®æ°Žæºãç¶æããŠãããã®ã®ãããããªãµãŒãéŠäœã®ãã¯ããã«ã 20ïœ30%
çšåºŠã®å¶æ¥å©ççã§ãã£ãã®ãšæ¯ã¹ããšãçŸæç¹ã§ã¯çžå¯Ÿçã«å©ççã¯æããããŠããã
4.6 ã¯ãã¹ã»ããŒã±ãã£ã³ã°ã®è¿å¹Žã®åãçµã¿
éæ¥è²©å£²ã®ããžãã¹ã確ç«ããåŸãã¯ãã¹ã»ããŒã±ãã£ã³ã°ã¯ããã«å¶æ¥äººå¡ãæ¡å ãã
ã¡ãŒã«ãŒãªã©ããçŽæ¥ã«äŸé ŒãåããçŽæ¥è²©å£²ã®æ¡ä»¶ãå¢ããããã«ãªã£ããå³ïŒã«èŠã
ããããã«ãéæ¥è²©å£²ã¯çŸåšã§ã 倧ã®å£²äžãå ããäžæ žäºæ¥ã§ããããçŽæ¥è²©å£²ãéæ¥
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
0
10
20
30
40
50
60
2007 2008 2009 2010 2011 2012
åå
売äžé«
å¶æ¥å©ç
å¶æ¥å©çç
20
販売ã®åå以äžã®å£²äžãèšäžããããã«ãªã£ãŠããããŸããæ¬æ¥ã®ããããªãµãŒãã«å ã
ãŠåšèŸºãµãŒãã¹ã匷åãããããã+αãæŠç¥ãé²ããŠãããã°ã«ãŒãã€ã³ã¿ãã¥ãŒãäŒå Ž
調æ»ãªã©ã®èª¿æ»ææ³ã®æ¡å ããæµ·å€åžå Žã®èª¿æ»ãè¡ãã°ããŒãã«ãªãµãŒãã«ãçæããã
åŸæ¥ã®ããã«ããã¯ã¹ã ãã§ãªãã倧æã³ã³ããã®ã«ãŒãäŒå¡ãªã©å€§èŠæš¡äŒå¡ãæ±ããäŒ
æ¥ãšã®é£æºãæšé²ããŠããã
æ°èŠäºæ¥ãšããŠã¯ ITãœãªã¥ãŒã·ã§ã³åéãžã®å±éãæããããã2010幎床ã«ã€ã³ããã¯
ã¹ç€Ÿã®äºæ¥éšéãè²·åããŠæ ªåŒäŒç€Ÿã¯ãã¹ã»ã³ãã¥ãã±ãŒã·ã§ã³ãèšç«ããå瀟ãã¢ãã€
ã«ã® Web ãµã€ãæ§ç¯ãä¿å®éçšãææããŠãããå šæ¥ç©ºã®ã¹ããŒããã©ã³çšã¢ãã€ã«ãµã€
ããANA SKY MOBILEããå šæ¥ç©ºã·ã¹ãã ãšå ±åã§éçºãããããžã§ã³ãœã³ã»ãšã³ãã»ãž
ã§ã³ãœã³ã®ã³ã³ã¿ã¯ãã¬ã³ãºäœ¿çšè ããµããŒãããã¢ããªãACUVUE ã¿ã€ããŒã¢ããªãã®
éçºãªã©ã§å®çžŸããããŠããããããã®ã€ã³ã¿ãŒããããå©çšãã顧客äŒæ¥ã®è²©ä¿æ¯æŽã¯
ããããªãµãŒããšã¯æ§è³ªã®ç°ãªãäºæ¥ã§ãããã顧客ãšãªãã®ãã¡ãŒã«ãŒãªã©ã®ããŒã±ã
ã£ã³ã°æ åœè ã§ãããšããç¹ã§ã¯å ±éãããéæ¥è²©å£²ããçŽæ¥è²©å£²ãžãããã«ã¯ç·åçãª
ããŒã±ãã£ã³ã°æ¯æŽãžãšãã¯ãã¹ã»ããŒã±ãã£ã³ã°ã¯é¡§å®¢ã®ããŒãºã«åãããäºæ¥å€è§å
ãé²ããŠããã
å³ïŒ ã¯ãã¹ã»ããŒã±ãã£ã³ã°ã®ã»ã°ã¡ã³ãå¥å£²äžé«ïŒåäœïŒååïŒ
ïŒåºæïŒæ ªåŒäŒç€Ÿã¯ãã¹ã»ããŒã±ãã£ã³ã° 2012幎決ç®èª¬æè³æããäœæã
ïŒïŒãããã«
2000 幎代ã«æé·æã«å ¥ã£ãããããªãµãŒãæ¥çã§ã¯ããã¯ããã«ããªãŒããŒäŒæ¥ãšããŠ
27.2
19.1
9.2
ãªãµãŒãäºæ¥ïŒéæ¥è²©å£²ïŒ
ãªãµãŒãäºæ¥ïŒçŽæ¥è²©å£²ïŒ
ãœãªã¥ãŒã·ã§ã³äºæ¥
21
é«æé·ã»é«åçãéæããããã®èåŸã«ã¯ãããããªãµãŒããæ¬è³ªçã«ã¯è£ 眮åããžãã¹
ãšããŠã®æ§è³ªãæã€ããã«ãªãäžã§ãå瀟ã粟床ã®é«ããªãµãŒãã»ã·ã¹ãã ãæ¥çã§ãã
ã¡æ©ãå®æãããå¶æ¥æŽ»åã粟åçã«è¡ãããšã§ãèŠæš¡ã®çµæžã 倧é享åããããšãã
ã£ãããããåæã«ãã€ã³ã¿ãŒããããçµç±ããåžå Žèª¿æ»ãšããæ¥æ ã«ãããŠãã·ã¹ãã
ã®åªäœæ§ãã®ãã®ãå¿ ãããé·ãæç¶ããããã§ã¯ãªãã£ãããšã泚ç®ã«å€ããã ããã
ãã®ãããå瀟ã¯ã·ã¹ãã ã®å å®ãšããæ¹åæ§ãšã¯äžèŠããã°åããŠããããã«ãæãã
人ææè³ã®åŒ·åãæšé²ããããã«ãªã£ãŠããã
ãŸããå·®å¥åãç°¡åã§ãªãããã«ãæãããåžå Žèª¿æ»ãšããæ¥çã«ãããŠã競åä»ç€Ÿã¯
ç¬èªã®ããžã·ã§ã³ãæ§ç¯ããŠç«¶äºåãä¿ã€ããšã«æåããŠãããã€ã³ããŒãžã®ããã«èª¿æ»
ãšãã粟緻ãªä»çµã¿ã¯ããããªãµãŒããå°é ããåŸãäŸç¶ãšããŠå åºãªåŒ·ã¿ãšãªã£ãŠããã
ãŸãã¯ãã¹ã»ããŒã±ãã£ã³ã°ã¯ãéæ¥è²©å£²ãšããã¢ãã«ãæ¡ãæ¢åã®èª¿æ»äŒç€Ÿãšè£å®çãª
é¢ä¿ãæ§ç¯ããããšã§ãç¬èªã®åžå Žå°äœãæ§ç¯ããŠããã
ã€ã³ã¿ãŒãããã®æ®åãããããªãµãŒããšããæ°ããææ³ãå¯èœãšããŠãããæ¥çã代
è¡šããäŒæ¥éã®ç«¶äºã®æ§å³ã¯ä»¥äžã®ããã«å±éãããŠãããããããªãµãŒãã¯ãŸã åèã
ãåæ°å¹Žã»ã©ããçµéããŠãããããã®ãããªç«¶äºã®ç¶æ³ã¯ä»åŸããã«å€åããŠããå¯èœ
æ§ããããè¿å¹Žã¿ãããæ¥çã®å€åãšããŠãäžã€ã«ã¯äŸ¡æ Œç«¶äºã®æ¿åããããããããªãµ
ãŒãã®å䟡ã¯å¹Žã æžå°ããŠããã2010 幎ã«ã¯ãã¯ããã«ãåæ¥ã®ã€ããŒããªã¥ãŒã€ã³ãµã€
ããšã®çµå¶çµ±åãè¡ã£ãŠã·ã§ã¢ãããã«é«ãäŸ¡æ Œç«¶äºãææ¢ããããšãããšãã£ãåãã
èŠãããããäžé·æçãªåŸåãšããŠã¯ããããªãµãŒããäœåçåããŠããå¯èœæ§ãããã
ãŸãå¥ã®å€åãšããŠããããžãã¹ã¢ãã«ã®åæã23ãããªãã¡ããããªãµãŒããšãåºå代
çåºãã³ã³ãµã«ãã£ã³ã°äŒç€Ÿãªã©ãšãã£ãåšèŸºæ¥çã®ããžãã¹ã¢ãã«ãåæããŠããã®ã§
ã¯ãªãããšããèŠéããããããããŸã§è¿°ã¹ãŠããããã«ãããããªãµãŒãã®äŒæ¥ã¯ãã
調æ»ãè¡ãã ãã§ã¯ãªãããããã顧客ã®äºæ¥äžã®èª²é¡ãããŒã±ãã£ã³ã°æŠç¥ã®åæãè¡
ããšãã£ãã³ã³ãµã«ãã£ã³ã°ã«ãŸã§èžã¿èŸŒã¿ã¯ãããŠããããããä»æ¹ã§ãåºå代çåºãã
åºåæ ã®ç¢ºä¿ã»è²©å£²ã ãã§ãªã顧客ãžã®ææ¡åãã€ãã«æ±ããããŠãããæŠç¥ã®åæã»ç
å®ãè¡ãã³ã³ãµã«ãã£ã³ã°äŒç€Ÿã§ã¯ãã®æ ¹æ ãšãªãããŒã¿ãå¿ èŠãšããŠãããåæ¥æ ãšã
åŸæãšããåéã¯ç°ãªããã®ã®ã顧客ãæ±ããŠãããã®ã¯ããŒã¿ã®åéãåæãæŠç¥çå®ã
販ä¿ãšãã£ãåå¥åéãå æ¬çã«ã«ããŒã§ããç·ååã§ãããåžå Žèª¿æ»äŒç€Ÿã®ããžãã¹ã¢
ãã«ã¯ã次第ã«ä»ã®æ¥æ ã®ãããšåæããããã«ãªãã¯ãããŠããã
è¿å¹Žæ³šç®ãããŠããããã°ããŒã¿ããæ¥çã«ãšã£ãŠã®æ°ããè åšãæå³ãããããããª
ããããã°ããŒã¿ãšã¯ãåŸæ¥ã®æ å ±æè¡ã§ã¯èšé²ãä¿ç®¡ã解æãé£ãã巚倧ãªããŒã¿çŸ€ã®
23 ç°äžæ²éæ°ã€ã³ã¿ãã¥ãŒã2012幎 12æ 14æ¥ã
22
ããšã§ãããæ å ±æè¡ã®é²æ©ã«ããããã°ããŒã¿ãé«éã§åŠçããããšãå¯èœãšãªããã
ãŒã±ãã£ã³ã°ãªã©ãžã®å¿çšãæåŸ ãããŠãããããšãã° Twitterã®ãããªãœãŒã·ã£ã«ã»ãã
ãã¯ãŒãã³ã°ã»ãµãŒãã¹ãžã®æžã蟌ã¿ãšååã®å£²ãè¡ããšã®é¢ä¿æ§ãåæãããªã©ã®å®è·µ
äŸããã24ãããã°ããŒã¿ã«ãããªã¢ã«ã¿ã€ã ã§ååã®å©çšç¶æ³ã顧客ã®è³Œè²·ååãææ¡ã§
ããããã«ãªãã°ãäŒæ¥ã¯åžå Žèª¿æ»ãšããææ³ã«é Œããªããšãæ¶è²»è ã®å£°ãèããè¡åã
芳å¯ããããšãå¯èœã«ãªãããã®ãµãŒãã¹ãæäŸããã®ã¯ãããŸã§åžå Žèª¿æ»ãäºæ¥é åãš
ããŠããªãã£ã ITäŒæ¥ãšãªããããããªãã
åžå Žèª¿æ»ããã®äžã§ãããããªãµãŒãã¯ããã®æ¥çã®äžã§ããæ¥çã®å€ããããæ¿ãã
競äºå§åã«ãããããããã«ãªã£ãŠããããã®ãããªæœ®æµã®äžã§ãããããªãµãŒãäŒæ¥ã¯
ãããŸã§ã®åŒ·ã¿ã掻ããã€ã€ãç¬èªã®ä»å 䟡å€ãçã¿åºãæ¹éã暡玢ããŠããã®ã§ããã
24 ãããã°ããŒã¿ èšå€§ãªæ å ±ãµãŒãã¹ã«å¿çšããæ¥æ¬çµæžæ°èã2013幎 5æ 13æ¥ãp. 3ã