『中国経営管理研究』第10号

ᣑ኱ࡍࡿ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥ࡜᪥⣔௻ᴗᡓ␎ ‫ۼ‬ ຍ⸨ ┿ድᏊ㸦ἲᨻ኱Ꮫ㸧Ϩࡣࡌࡵ࡟
ୡ⏺ࡢከᴟ໬࡜⤒῭ࡢࢢ࣮ࣟࣂࣝ໬࡟ࡼࡿୡ⏺⤒῭ࡢ኱ࡁ࡞ኚ໬ࡢ࡞࠿࡛ࠊ㏆ᖺࡢ⡿ᅜⓎୡ⏺㔠⼥࣭⤒῭༴ᶵࢆ୍ࡘࡢࡁࡗ࠿ࡅ࡜ࡋ࡚ࠊඛ㐍ᅜ࠿ࡽ᪂⯆ᅜ࡬࡜ୡ⏺⤒῭ࡢࢩࣇࢺࡀ㢧ⴭ࡟࡞ࡗ࡚࠸ࡿࠋࡑࢀ࡟క࠸ࠊᾘ㈝ᕷሙ࡟࠾࠸࡚ࡶࠊ᪥⣔௻ᴗ࡟ඃ఩ࡀ࠶ࡿ࡜ࡉࢀࡿ
㧗ရ㉁࣭㧗ᶵ⬟࣭㧗௜ຍ౯್ࡢࣁ࢖࢚ࣥࢻၟရࡢ୺ຊᕷሙ࡛࠶ࡿඛ㐍ᅜࡀᬒẼᚋ㏥ࡸேཱྀ
ῶᑡ࡞࡝ࡢせᅉ࡛⦰ᑠഴྥ࡟࠶ࡿ୍᪉࡛ࠊ᪂⯆ᅜᕷሙࡀࡼࡾ୍ᒙࡢᏑᅾឤ࡜㔜せᛶࢆቑࡋ࡚ࡁ࡚࠸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⏺ࡢᕤሙࠖ࡟ຍ࠼ࠊࠕୡ⏺ࡢᕷሙࠖ࡜ࡋ࡚ࡶ௻ᴗࡢᡂ㛗ࡢሙ࡜ࡋ࡚ࡶ
ᮇᚅࡀ㧗ࡲࡗ࡚࠸ࡿ㸦Garner 2006; Retail in Asia 2010㸧ࠋࡑࡢ⤒῭Ⓨᒎ࡟క࠸ࠊ࣮࣎ࣜࣗ
࣒ࢰ࣮ࣥ࡜࿧ࡤࢀࡿ୰㛫ᡤᚓ⪅ᒙ࡜ࡑࡢᕷሙࡀᣑ኱ࡋࠊ௒ᚋࡶ㢧ⴭ࡟ᣑ኱ࡋ࡚ࡺࡃࡇ࡜ࡀ
ぢ㎸ࡲࢀࠊෆ㟂୺ᑟᆺ⤒῭Ⓨᒎࠋᡂ㛗ࢆ┠ᣦࡍ୰ᅜࡢᾘ㈝࡟㔜せ࡞ᙺ๭ࢆᯝࡓࡋ࡚࠸ࡿࠋ
ࡍ࡛࡟ୡ⏺୰ࡢከࡃࡢከᅜ⡠௻ᴗࡀᡓ␎ࡸ⤒Ⴀ࣭⏕⏘ࢩࢫࢸ࣒ࢆ࣮࣒࣎ࣜࣗࢰ࣮ࣥྥࡅ࡟
ᒎ㛤ࡲࡓࡣ㌿᥮ࡋ࡚࠾ࡾࠊࡲࡓ୰ᅜᆅሙ௻ᴗࡢᡂ㛗ࡶⴭࡋ࠸ࡇ࡜࠿ࡽ➇தࡀ⃭໬ࡋ࡚࠸ࡿࠋ
ࡑࡢ࡞࠿࡛ࠊ୍⯡ⓗ࡟᪥⣔௻ᴗࡣࡑࡢᡓ␎࡟㐜ࢀࢆྲྀࡾࠊⱞᡓࢆᙉ࠸ࡽࢀ࡚࠸ࡿ࡜ࡉࢀ
㸦౛࠼ࡤࠊ᪂Ꮿࠊኳ㔝 2009; JBIC ࢺࣆࢵࢡࢫ 2010; ᪂୰㛫ᒙ⋓ᚓᡓ␎◊✲఍ 2012 ࡞࡝㸧ࠊ኱ࡁ࡞ㄢ㢟ࡢ୍ࡘ࡟࡞ࡗ࡚࠸ࡿࠋ
௨ୖࡢࡼ࠺࡞どⅬ࠿ࡽࠊᮏ✏࡛ࡣࠊࡲࡎࠊ㸦1㸧୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᐃ⩏࡜ᣦᶆࠊࡑࡢ㊅ໃࢆẚ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࡜࠸ࢃࢀࡿࡢ࠿ࠊ᪥⣔௻ᴗࡢ୰ᅜᕷሙ࡟࠾ࡅࡿάືࡢᴫほ࡜ࡑࡢၥ㢟Ⅼࢆ᫂ࡽ࠿࡟ࡍࡿࠋ௨ୖࢆࡩࡲ࠼࡚ࠊ㸦4㸧࣮࣒࣎ࣜࣗࢰ࣮ࣥ〇ရᡓ␎࡟ࡘ࠸࡚◚ቯⓗ࢖ࣀ࣋‫ۼ‬ཷ✏᪥ 2012 ᖺ 12 ᭶ 14 ᪥  ཷ⌮᪥ 2014 ᖺ 3 ᭶ 17 ᪥93

ボリュームゾーンと日系企業戦略࣮ࢩࣙࣥ࡟ᇶ࡙࠸࡚⪃ᐹࡋࠊ᭱ᚋ࡟㸦5㸧ࣃࢼࢯࢽࢵࢡࡢ஦౛◊✲ࢆ⏝࠸࡚ࠊ᪥⣔௻ᴗࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥᡓ␎࡜ࡑࡢㄢ㢟࣭ၥ㢟Ⅼࢆ⪃ᐹࡍࡿࠋϩ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᐃ⩏࡜᥎⛣ ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᐃ⩏ඖ᮶ࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡣࠊ࣐࣮ࢣࢸ࢕ࣥࢢ⏝ㄒ࡜ࡋ࡚ࠊ͆ᬑཬ౯᱁ᖏࠊ᭱ࡶ኎ࢀࡿ౯
᱁ᖏࠊேẼࡢ࠶ࡿ౯᱁ᖏ͇࡞࡝࡜ᐃ⩏ࡉࢀࠊ⌧ᅾ࡛ࡶ࣐࣮ࢣࢸ࢕ࣥࢢࡸ⤒ႠᏛ࡟㛵ࡍࡿ◊✲࡟࠾࠸࡚ࡣࠊࡇࡢࡼ࠺࡞〇ရ౯᱁ࢆᇶ‽࡜ࡋࡓᐃ⩏ࡸᣦᶆࢆ᥇⏝ࡍࡿࡇ࡜ࡀከ࠸ࠋ୍᪉ࠊ
⌧ᅾ࡛ࡣࠊୡ⏺ⓗ࡟୰㛫ᒙࠊࢢ࣮ࣟࣂࣝ୰㛫ᒙࠊ୰㛫ᡤᚓᒙࠊ୰⏘㝵ᒙࠊ୰⏘㝵⣭ࠊ࣑ࢻࣝࢡࣛࢫ㸦middle class㸧ࠊgood-enough marketࠊࢿࢡࢫࢺ࣭ࣅࣜ࢜ࣥ࡞࡝࡜⛠ࡉࢀࡿࡑࢀࡽࡢேཱྀ࡜ᕷሙࡀᣑ኱ࡋ࡚࠸ࡿ⌧≧ࡀ࠶ࡾࠊᮏ✏࡛ࡣᚋ⪅ࢆ⥲⛠ࡋ࡚ࠊ࣮࣒࣎ࣜࣗ
㸦㔞࣭ᩘ࣭㢠࡞࡝㸧ࡀ࠶ࡿ࡜࠸࠺ព࿡࡛࣮࣒͆࣎ࣜࣗࢰ࣮͇ࣥ࡜ࡍࡿࠋ
࡜ࡾࢃࡅࠊࠕୡ⏺ࡢᕷሙࠖ࡜ࡋ࡚ὀ┠ࢆ㞟ࡵࡿ୰ᅜ࡟࠾ࡅࡿ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡣࠊࡓ࡜
࠼ࡤࠊ୰ᅜ࡛ࡢᛴ㏿࡛⥅⥆ⓗ࡞⤒῭ᡂ㛗ࠊᕷሙࡢ⮬⏤໬ࡸẸႠ໬㸦ᅜ᭷௻ᴗᨵ㠉ࡸᡤ᭷ᶒᨵ㠉ࠊປാᕷሙᨵ㠉ࠊ㈨※࡟࠾ࡅࡿᅜࡢ㛵୚ࡸ⊂༨యไࢆ⦆࿴ࡍࡿ࡞࡝㸧ࠊ➨ 3 ḟ⏘ᴗࡸ▱㆑㞟⣙ᆺ⏘ᴗࡢⓎᒎࠊ୰ᅜࡢᨵ㠉㛤ᨺ࡜ࢢ࣮ࣟࣂࣜࢮ࣮ࢩࣙࣥࡢᙳ㡪࡞࡝⤒῭ⓗ࡞せᅉ࠿ ࡽ ᣑ ኱ ࡋ 㸦 Yan 2006 㸧ࠊ ௒ ᚋ ࡶ 㢧 ⴭ ࡟ ᣑ ኱ ࡀ ⥆ ࡃ ࡇ ࡜ ࡀ ணࡉࢀ࡚࠸ࡿ㸦౛࠼ࡤࠊ

Ravallion 2010; Farrell et al. 2006; ⤒῭⏘ᴗ┬ 2010a㸧ࠋࡑࡢࡓࡵࠊ᪥ᮏࢆྵࡴୡ⏺
୰ࡢከࡃࡢከᅜ⡠௻ᴗࡀᡓ␎ࡸ⤒Ⴀ࣭⏕⏘ࢩࢫࢸ࣒ࢆ࣮࣒࣎ࣜࣗࢰ࣮ࣥྥࡅ࡟ᒎ㛤ࠊࡲࡓࡣ㌿᥮ࡋ࡚࠸ࡿࠋ௒ᚋࠊෆ㟂୺ᑟᆺࡢ⤒῭Ⓨᒎ࣭ᡂ㛗ࣔࢹࣝ࡬࡜ࢩࣇࢺࢆ┠ᣦࡍ୰ᅜ⮬㌟
࡟࡜ࡗ࡚ࡶࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡣࡑࡢᾘ㈝ࡢ≌ᘬᙺ࡜ࡋ࡚㔜せ࡞ᙺ๭ࢆᯝࡓࡍ࡜ࡳࡽࢀࡿࠋ
ࡇࡢࡼ࠺࡟⌧ᅾὀ┠ࢆ㞟ࡵࡿ୰ᅜ࡟࠾ࡅࡿ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢ᳨ウ࣭⪃ᐹ࡟ࡣࠊࡲࡎ͆୰
ᅜ࣮࣒࣎ࣜࣗࢰ࣮͇ࣥࢆᐃ⩏ࡍࡿᚲせࡀ࠶ࡿࠋ୰ᅜࡣࠊඛ㐍ᅜ࡜ࡶࡑࡢ௚ࡢ᪂⯆ᅜ࡜ࡶ␗࡞ࡿ♫఍୺⩏⤒῭ୗ࡛ࡢ⤒῭Ⓨᒎࢆ⤒㦂ࡋࠊ୰ᅜ⊂⮬ࡢṔྐࡸᩥ໬ࢆࡶࡕࠊẸ᪘ࡢከᵝᛶࡸᅜᅵࡢ኱つᶍᛶࠊᆅᇦ㛫᱁ᕪ࡞࡝ࡢၥ㢟࠿ࡽࠊࡑࢀࡒࢀࡢ〇ရ౯᱁ࢆᇶ‽࡜ࡋࡓ⤒ႠᏛ࡟㛵ࡍࡿᣦᶆࡼࡾࡶࠊࡼࡾ♫఍࣭⤒῭ⓗ࡞どⅬ࠿ࡽ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆᐃ⩏ࡍࡿᚲせࡀ࠶ࡿ࡜⪃࠼ࡿࠋ
ᮏ✏࡛ࡣࠊࡲࡎࡇࢀࡲ࡛ࡉࡲࡊࡲ࡟㆟ㄽࡉࢀ࡚࠸ࡿ࣮࣒࣎ࣜࣗࢰ࣮ࣥ 1 ࡢᣦᶆࢆࡲ࡜ࡵ

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

ࡿࠋ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᣑ኱ࡣࠊ୰ᅜ࡟㝈ࡽࡎࠊ࢔ࢪ࢔᪂⯆ᅜࢆ୰ᚰ࡜ࡋࡓ௚ࡢᅜࠎ࡛ࡶ
⏕ࡌ࡚࠸ࡿࡓࡵ㸦IMF 2012㸧ࠊᵝࠎ࡞ᐃ⩏ࡸᣦᶆࡀࢢ࣮ࣟࣂࣝ࡟㆟ㄽࡉࢀ࡚࠸ࡿࠋࡋ࠿
ࡋ࡞ࡀࡽࠊࡑ࠺ࡋࡓᐃ⩏ࡸᣦᶆࡣ◊✲ᶵ㛵ࠊ◊✲⪅ࠊ๓ᥦ࡜ࡍࡿᅜࡸᆅᇦࠊ㒔ᕷ㒊࠿㎰ᮧ
㒊࠿ࠊᑐ㇟࡜ࡍࡿ⏘ᴗࠊ௻ᴗࠊ〇ရ࡞࡝࡟ࡼࡗ࡚␗࡞ࡾࠊ࠸ࡲࡔ࡟☜❧ࡋࡓࡶࡢࡣ࡞࠸ࠋ
୰ᅜᨻᗓ࡟࠾࠸࡚ࡶࠊබᘧ࡟࣮࣒࣎ࣜࣗࢰ࣮ࣥ㸦middle class㸧ࡢᡤᚓ⠊ᅖ࡞࡝ࡢᣦᶆࢆ
᫂☜࡟ᥦ♧ࡋ࡚࠸࡞࠸ࠋࡑࡢ⫼ᬒ࡟ࡣࠊ୰ᅜᨻᗓࡢᨻ⟇ࡀ࡝ࡢᡤᚓᒙࢆࢱ࣮ࢤࢵࢺ࡟ࡋࡓ
ࡶࡢ࡞࠿ࠊࡑࡢᨻ⟇ពᅗࢆ཯ᫎࡉࡏ࡚ࠊ㧗ࡃࡶపࡃࡶタᐃࡉࢀࡿࡇ࡜ࡀ࠶ࡿࠋࡑࡢࡓࡵࠊ
㠀බᘧ࡟୰ᅜࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆᐃ⩏ࡉࢀࡿࡇ࡜ࡀከࡃ࡞ࡗ࡚࠸ࡿ㸦Yan 2006㸧ࠋࡇ࠺ࡋ࡚ᵝࠎ࡞␗࡞ࡿᣦᶆࢆ༢⣧࡟ẚ㍑ࡍࡿࡇ࡜ࡣ㞴ࡋ࠸ࠋࡲࡓࠊᐃ⩏ࡸᣦᶆ࡟ࡼࡗ࡚ᕷሙつᶍࡸᣑ኱ࢫࣆ࣮ࢻ࡞࡝࡟㐪࠸ࡀ⏕ࡌ࡚࠸ࡿࠋࡑࡢࡓࡵᮏ✏࡛ࡣࠊࢢ࣮ࣟࣂࣝ࡞ᐃ⩏ࡸᣦᶆࢆཧ↷ࡋࡘࡘ㸦ᅗ⾲ 1㸧ࠊ๓ᥦ࡜ࡍࡿᣦᶆࡀྠࡌ࡛࠶ࡿ୰ᅜࡲࡓࡣࠊ୰ᅜࢆྵࡴᮾ࢔ࢪ࢔
࡟㛵ࡍࡿᐃ⩏ࡸᣦᶆࡀ࠶ࡿࡶࡢࡢࡳࢆẚ㍑ࡋࠊ௒ᚋࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢືྥࡸ᥎⛣ࢆ࡝ࡢࡼ࠺࡟ணࡋ࡚࠸ࡿࡢ࠿⪃ᐹࡍࡿࡇ࡜ࢆ┠ⓗ࡜ࡍࡿࠋᅗ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~$4,74595

ഛ⪃
1 ேᙜࡓࡾᾘ㈝ᨭฟ㓄ศ
5 ศ఩ࡢ 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”ࣁ࢖ࣈࣜࢵࢻ࢔ࣉ࣮ࣟࢳ
Ⓨᒎ㏵ୖ ᅜࡢ୰㛫ᒙ 㸦 Ⓨᒎ㏵ୖᅜ࡜⡿ᅜࡢ ㈋ᅔࣛ࢖ࣥ ࡢ ୰ኸ್㸧࡜Ḣ⡿ࡢ୰ 㛫ᒙ㸦⡿ᅜ ࡢ ㈋ᅔࣛ࢖ࣥ
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~$10ୖ఩୰㛫ᒙ:$10~$20ⴭ⪅࣭ᶵ㛵㸦ᖺ㸧
Birdsall,Graham,and Pettinato (2000)
1)World
Bank(2001); 2)Labor and
Wage
Institute,
Labor Ministry (Di2003)
Milanovic
andYitzhaki(2002);
World Bank (2007)

1 ᪥ᙜࡓࡾ

ୗ఩୰㛫ᒙ:$730~$1,460
୰఩୰㛫ᒙ:$1,460~$3,650
ୖ఩୰㛫ᒙ:$3,650~$7,300
㹙ᡤᚓ࣭཰ධ㹛ᖺ㛫

$3,470~8,000⣙$4,000~$17,000

InstituteofEconomic Research,
NDRC (2003)

1 ேᙜࡓࡾᖺ㛫ᡤᚓ
⣙$4,131~$12,150
ᖺ㛫ୡᖏᡤᚓ
⣙$6,524~$19,439

BureauofLabor
Statistics (2004)$25,000~$75,000

CASS (Xin 2004)$17,476~$34,952

BNP (2004)
NCAER (2005)(National
CouncilforAppliedEconomic 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 ᥮⟬)ࣈࣛࢪࣝ࡜࢖ࢱࣜ࢔ࡢ 1 ேᙜࡓࡾᖺ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% ࡀmiddle 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 ௨ୗࣁ࢖ࣈࣜࢵࢻ࢔ࣉ࣮ࣟࢳ
ᡤᚓ㓄ศࡢ 90㸣௨ୗୖ఩୰㛫ᒙ㸸
⣙$4,800~$12,000ୗ఩୰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⩏ࡼࡾࢃࡎ࠿࡟ୖ

$3,600 ௨ୖ

96『中国経営管理研究』第10号

Bussolo, De Hoyos,
Medvedev, and vanderMensbrugghe(2007);
Bussolo, De Hoyos,
andMedvedev(2009)
St-Maurice et al.
(2008)$10~$20

1 ேᙜࡓࡾ
ᖹᆒ᪥ᙜࡓࡾ཰ධࣈ ࣛ ࢪ ࣝ 䠄 $10 䠅 ࡜ ࢖ ࢱ ࣜ ࢔ ($20) ࡢ㈋ᅔࣛ࢖ࣥ

$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~$35,000ୖ఩୰㛫ᒙ㸸
$15,001~$35,000ୗ఩୰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); ᰗᕝ࣭᳃ (2010)㟷ᔱ࣭ஂಖ⏣࣭ᆏᮏ (2009)
Bhalla (2009)$3,900 ௨ୖ

Cui
and
Song
(2009)
Court
andNarasimhan (2010)$6,000~$25,000ୖ఩୰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 ࣜࢧ࣮ࢳ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

97ᖺ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 ௨ୖపᡤᚓᒙ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཰ධᖺ㛫ୡᖏྍฎศᡤᚓ
୰ᅜࢆྵࡴ㏵ୖᅜࡢ୰㛫ᒙࢢ࣮ࣟࣂࣝࢡࣛࢫ: $113,000 ௨ୖ㈋ᅔᒙ: $13,500 ௨ୗ୰ᅜ㒔ᕷ㒊㸦ୖᾏࠊ໭ி㸧᭶ୡᖏᙜࡓࡾ཰ධ
4,000 ඖ㹼16,000 ඖ vii(⣙$600~$2,400)
ᑠ ᗣ (Xiaokang)= ୰ ᅜ ࡢ ୰ 㛫 ᡤ ᚓᒙ2005 ᖺ PPP ࣮࣋ࢫ

ボリュームゾーンと日系企業戦略

Walters, Hsu, Jap,
Jin, Kluz, Liao andLui (2010); Ἀ 㔝(2011)

୰㛫ᒙ㸸$9,000~$15,000 viii᪂⯆୰㛫ᒙ㸸
$6,000~$9,000ୡᖏᙜࡓࡾᖺ㛫ྍฎศᡤᚓ
ᐩ⿱ᒙୖ఩㸸20 ୓ඖ௨ୖᐩ⿱ᒙୗ఩㸸10 ୓ඖ㹼20 ୓ඖ୰㛫ᒙ㸸6 ୓ඖ㹼10 ୓ඖ᪂⯆୰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⟬ࠋฟᡤ㸸ྛཧ⪃ᩥ⊩ࡼࡾⴭ⪅సᡂࠋ ᾘ㈝࣭ᨭฟ࡟ࡼࡿᣦᶆ࡜᥎⛣ࡲࡎࠊᾘ㈝࣭ᨭฟࢆᇶ‽࡜ࡋࡓ௦⾲ⓗ࡞ᣦᶆࡣࠊḟࡢ࡜࠾ࡾ࡛࠶ࡿࠋRavallion㸦2010ࠊ
p.8㸧ࡣࠊ୰ᅜ࡟࠾ࡅࡿ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆⓎᒎ㏵ୖᅜࡢ㈋ᅔࣛ࢖ࣥ㸦1 ᪥ᙜࡓࡾ$2 ௨ୗ࡛⏕ά㸧࡜⡿ᅜࡢ㈋ᅔࣛ࢖ࣥ㸦1 ᪥ᙜࡓࡾ$13 ௨ୗ࡛⏕ά㸧ࡢ୰ኸ್࡛࠶ࡿ 1 ᪥ᙜࡓࡾ$2
䡚$13 ࡛⏕άࡋ࡚࠸ࡿேࠎ࡜ᐃ⩏ࡋ࡚࠸ࡿࠋ1990 ᖺ࡟ࡣேཱྀ඲యࡢ⣙ 15%ࡔࡗࡓࡀࠊ
2005 ᖺ࡟ࡣ⣙ 62%ࢆ༨ࡵࡿࡲ࡛ᣑ኱ࡋ࡚࠸ࡿࠋࡲࡓࠊOECD ࡢ࣮࣡࢟ࣥࢢ࣮࣌ࣃ࣮ ‘The
Emerging Middle Class in Developing Countries’ (Kharas 2010ࠊpp.26-27)㻌 ࡟ࡼࡿ࡜ࠊ୰ᅜ
ࡢ 1 ேᙜࡓࡾ 1 ᪥ᨭฟ㢠䛷$10~$100䠄2005 ᖺ PPP ࣮࣋ࢫ㸧ࡀ࣮࣒࣎ࣜࣗࢰ࣮ࣥ࡜ࡉࢀࠊ
2009 ᖺ࡛ࡣࠊ⣙ 10%࡛࠶ࡿࡀࠊ2020 ᖺ࡟ࡣ⣙ 40%䚸2030 ᖺ࡟ࡣ⣙ 75%㏆ࡃ࡟᥎⛣ࡋ࡚࠸ࡃࡇ࡜ࡀண᝿ࡉࢀ࡚࠸ࡿ㸦ᅗ⾲ 2㸧ࠋ௚᪉ࠊ࢔ࢪ࢔㛤Ⓨ㖟⾜࡟ࡼࡿᐃ⩏࡛ࡣࠊ1 ᪥ 1 ேᙜࡓࡾࡢᾘ㈝࡛࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆ$2~$20ࠊ $20 ௨ୖࢆᐩ⿱ᒙࠊ $2 ௨ୗࢆ㈋ᅔᒙ࡜ᐃ⩏ࡋ
࡚࠸ࡿ㸦ADB 2010ࠊp.5㸧ࠋ୰ᅜ࡛ࡣࠊBOP㸦Bottom of Pyramid㸧ᒙࡀῶᑡࡋࠊ࣮࣎ࣜࣗ
࣒ࢰ࣮ࣥࡀ 1995 ᖺ࡟ࡣ඲ேཱྀࡢ⣙ 56%ࡔࡗࡓࡀࠊ2002 ᖺ࡟ࡣ⣙ 71㸣ࠊ2007 ᖺ࡟ࡣ⣙89㸣ࢆ༨ࡵࡿࡲ࡛࡟ᣑ኱ࡋࠊᐩ⿱ᒙࡶ⣙ 4㸣ࡲ࡛ᣑ኱ࡋࡓ㸦ᅗ⾲ 3㸧ࠋᅗ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⪅సᡂࠋ㈨ᩱ㸸ඖࢹ࣮ࢱ Staff estimates, CHIPS 1995, 2002, 2007 ࡼࡾⴭ⪅సᡂࠋ ᡤᚓ࣭཰ධ࡟ࡼࡿᣦᶆ࡜᥎⛣ᡤᚓ࣭཰ධࢆᇶ‽࡜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 ௨ୗ࡜ࡋ࡚࠸ࡿࠋ୰ᅜ࡛ࡣࠊୗ఩
୰㛫ᒙࡣࠊ2011 ᖺ࡟ࡣ⣙ 2 ൨ 9000 ୓ே࡛㒔ᕷ㒊ࡢ⣙ 44%ࢆ༨ࡵࠊ2015 ᖺࡈࢁ࡟᭱┒ᮇ
ࢆ㏄࠼ࠊ⥲㉎㈙ຊࡢ 4 ඙ 8,000 ൨ඖ࡟㐩ࡍࡿ࡜ࡉࢀ࡚࠸ࡿࠋୖ఩୰㛫ᒙ࡟࠾࠸࡚ࡶࠊ⣙ 5
൨ 2000 ୓ே࡟ቑຍࡋࠊ2025 ᖺࡲ࡛࡟ࡑࡢ⥲ྍฎศᡤᚓࡣ 13 ඙ 3,000 ൨ඖ࡟㐩ࡍࡿ࡜ࡳࡽࢀ࡚࠸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 ࣮ ࣥ ࡣ99

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 ࣮࣌ࢪ ࠊࡳࡎ࡯⥲ྜ◊✲ᡤ 㸦2010ࠊ12 ࣮࣌ࢪ㸧䚸ᰗᕝ࣭᳃ 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㈋ᅔᒙ࡜ࡋ࡚࠸ࡿࠋࡇࡢᣦᶆ࡟ࡼࡿ࡜ࠊ୰ᅜࡢ࣎
࣮࣒ࣜࣗࢰ࣮ࣥࡣ 2000 ᖺ࡟ 7000 ୓ேࠊ2010 ᖺ࡟ࡣ 5 ൨ேࠊ2020 ᖺࡲ࡛࡟ࡣ 9 ൨ 7000
୓ே࡟ቑຍࡍࡿ࡜ࡳࡽࢀ࡚࠸ࡿࠋ୍᪉࡛ࠊᐩ⿱ᒙࡶᣑ኱ࡋ࡚࠸ࡃࡇ࡜ࡀண᝿ࡉࢀ࡚࠸ࡿࡀࠊ
୰㛫ᒙ࡟ẚ࡭ࡿ࡜ࡑࡢᣑ኱ࡣᑠࡉ࠸ࡇ࡜ࡀࢃ࠿ࡿ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⿱ᒙୖ఩ࠊ㸦2㸧10 ୓ඖ~20 ୓ඖ㸦⣙$14,771~$29,542㸧ࢆᐩ⿱ᒙୗ఩ࠊ
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⣙ 3,693 ᮍ‶ࢆ㈋ᅔᒙ࡜ࡋ࡚࠸ࡿࠋࡇࢀ࡟ࡼࡿ࡜ࠊ2010 ᖺ࡟ࡣ 3400 ୓ୡᖏࡀ࣮࣒࣎ࣜࣗࢰ࣮ࣥ㸦ᖺ㛫ୡᖏྍฎศᡤᚓ 6 ୓㹼10 ୓ඖ㸧࡟ᒓࡋ࡚࠸ࡿࠋ
ࡲࡓ 2020 ᖺ࡟ࡣࠊ୰㛫ᒙ࡜᪂⯆୰㛫ᒙࢆྜࢃࡏࡓ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡣ 1 ൨ 3500 ୓ୡᖏ࡟࡞ࡿ࡜ணࡉࢀ࡚࠸ࡿ㸦ᅗ⾲ 5㸧ࠋ㟷ᔱ࣭ஂಖ⏣࣭ᆏᮏ 2009ࠊ88 ࣮࣌ࢪ ࡣࠊ୰ᅜ࡟࠾࠸࡚ࡣࠊୡᖏᡤᚓ 5 ୓ඖ௨ୖ 20 ඖᮍ‶ xii ࡢ୰㛫ᡤᚓᒙࡀ 2015 ᖺࡲ࡛࡟᪂ࡓ࡟ 7000 ୓ୡᖏቑຍࡋࠊ௒ᚋᛴᣑ኱ࡋ࡚࠸ࡃ࡜᥎
ࡋ࡚࠸ࡿࠋࡲࡓࠊCui and Song 㸦2009ࠊp.39㸧ࡣࠊᖺ㛫ᡤᚓ࡛$6,000~$25,000 ࢆ୰ᅜࡢ୰㛫ᡤᚓᒙ࡜ࡋ࡚࠸ࡿࠋࡇࡢᣦᶆ࡟ࡼࡿ࡜ࠊ2006 ᖺ࡟ࡣ 1 ൨ 3000 ୓ேࠊ2016 ᖺ࡟ࡣ 3
൨ 4000 ୓ேࠊࡑࡋ࡚ 2026 ᖺ࡟ࡣ 5 ൨ேࢆ㉸࠼ࡿ࡜ࡳࡽࢀ࡚࠸ࡿࠋ

100

『中国経営管理研究』第10号

ᅗ⾲ 4 ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮࣭ࣥᐩ⿱ᒙࡢ᥎⛣12ேཱྀ 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⪅సᡂࠋ㈨ᩱ㸸Euromonitor international 2010.

ᅗ⾲ 5 ୰ᅜ㒔ᕷ㒊ࡢᡤᚓ㝵ᒙᵓᡂ㸦2010 ᖺࠊ2020 ᖺ㸧
80

㸦100୓ୡᖏ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⩏࣭ᣦᶆ࡜ࡑࡢ㊅ໃࢆ㋃ࡲ࠼ࠊ⥆࠸࡚ࠊ୰ᅜᕷሙࡢ≉ᚩࡸ᪥⣔௻ᴗࡢ⤒Ⴀ㠃࠿ࡽࡢㄢ㢟ࢆ᫂ࡽ࠿࡟ࡍࡿࠋ ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᐃ⩏ୖࡢㄢ㢟௨ୖ࡛☜ㄆࡋࡓࡼ࠺࡟ࠊ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥ࡟㛵ࡍࡿࡑࢀࡒࢀࡢᐃ⩏ࡣࠊ๓ᥦ࡟ࡋ࡚
࠸ࡿ᮲௳ࡀᖺ㛫ᡤᚓ࠿ᖺ㛫ྍฎศᡤᚓ࠿ࠊࡲࡓୡᖏᙜࡓࡾ࠿ࠊ1 ேᙜࡓࡾ࠿࡛␗࡞ࡿࡓࡵࠊ
ᐜ᫆࡟ẚ㍑ࡍࡿࡇ࡜ࡣ࡛ࡁ࡞࠸࡜ࡳࡽࢀࡿࠋࡇࡢࡇ࡜ࡣࠊඹ㏻ࡋࡓᣦᶆ࡛࠶ࡿ͆୰ᅜࡢᖺ
㛫ୡᖏྍฎศᡤᚓ͇࡟ᇶ࡙࠸࡚ẚ㍑ࡋ࡚ࡳ࡚ࡶࠊࡑࡢỈ‽ࡢ࡜ࡽ࠼᪉ࡀᗈ⠊ᅖ࡟ࢃࡓࡿࡇ
࡜ࡀࡳ࡚࡜ࢀࡿ㸦ᅗ⾲ 6㸧ࠋᅗ⾲ 6 ୰ᅜᖺ㛫ୡᖏᡤᚓ࣭཰ධ࡟ࡼࡿ࣮࣒࣎ࣜࣗࢰ࣮ࣥᐃ⩏ࡢẚ㍑
60,000($)($)

56,49950,00040,00035,00035,00030,00020,00028,80022,50017,0000

15,00012,00010,000
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㈝࣭ᨭฟࡸᡤᚓ࣭཰ධ࡟ࡼࡿᐃ⩏࠿ࡽࡔࡅ࡛ࡣࠊ୰
ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥ࡟࠾ࡅࡿᾘ㈝⾜ືࡢ≉ᚩࢆᤊ࠼ࡿࡇ࡜ࡣ㞴ࡋ࠸Ⅼ࡛࠶ࡿࠋ࣮࣒࣎ࣜࣗ
ࢰ࣮ࣥ࡟࠾࠸࡚ࡶࠊ㧗ရ㉁ࠊࣈࣛࣥࢻ〇ရ࡞࡝ရ㉁Ỉ‽ࡸࣈࣛࣥࢻ౯್ࠊ౯᱁Ỉ‽ࢆ㔜ど
ࡍࡿᾘ㈝⾜ືࡶ࠶ࡿ୍᪉࡛ࠊ〇ရ࡟ࡼࡗ࡚ࡣ㸦౛࠼ࡤⓑ≀ᐙ㟁㸧ࠊᇶᮏⓗ࡞ᶵ⬟࡛༑ศ࡛102

『中国経営管理研究』第10号

࠶ࡿ࡜⪃࠼ࡿ〇ရࡶ࠶ࡿ㸦IT ࢯ࣮ࣜࣗࢩࣙࣥࣇࣟࣥࢸ࢕࢔ 2012㸧ࠋࡑࡢ௚࡟ࡶࠊZhou Xiaohong 2005 ࡟࠾ࡅࡿ 2004 ᖺࡢ໭ிࠊୖᾏࠊᮺᕞࠊ༡ிࠊṊ₎
ࡢ 5 ኱㒔ᕷࡢㄪᰝ࡟ࡼࡿ࡜ࠊ୰㛫ᒙࡢᖹᆒᖺ㱋ࡣࠊ38.8 ṓ࡛ࠊ᭱ࡶከ࠸ࡢࡀ 30-39 ṓ࡛࠶ࡿࡇ࡜ࢆ᫂ࡽ࠿࡟ࡋࡓࠋࡲࡓࠊᛶู࡛ࡣ⏨ᛶࡀ 58.8%࡜㐣༙ᩘࢆ༨ࡵࠊዪᛶࢆୖᅇࡗ࡚࠸
ࡿࠋࡋ࠿ࡋࠊዪᛶࡢᩍ⫱ࡸࠊ⫋ᴗ࡞࡝ࡣᛴ㏿࡟ྥୖࡋ࡚࠾ࡾࠊ௒ᚋࡢືྥ࡟ኚ໬ࡀ⌧ࢀࡿ࡜ࡃࡿ࡜ࡳࡽࢀࡿࠋࡘࡲࡾࠊ♫఍㝵ᒙࡸ⫋ᴗࠊᐙ᪘ᵓᡂࠊᛶูࠊᏛṔࠊୡ௦࡞࡝ࡑࡢ௚ࡢ
せ⣲ࢆྵࡵ㸦୸ᒇࠊ୸ᕝࠊ኱ཎ 2005㸹⶧ 2006㸧ࠊࡼࡾⓗ☜࡟࣮࣒࣎ࣜࣗࢰ࣮ࣥࡲࡓࡣ௻ᴗࡸ〇ရࡢࢱ࣮ࢤࢵࢺ࡜ࡍࡿࢭࢢ࣓ࣥࢺࢆᤊ࠼ࡿࡇ࡜ࡀ㔜せ࡟࡞ࡗ࡚࠸ࡿ࡜࠸࠼ࡿࠋ
 ᆅᇦⓗືྥ࡟㛵ࡍࡿၥ㢟୍⯡ⓗ࡟ࠊ௻ᴗࡣࠊ஦ᴗࡀᅜ㝿໬࣭ࢢ࣮ࣟࣂࣝ໬ࡋ࡚ࡺࡃ࡟ࡘࢀࠊ͆༢୍ᕷሙᡓ␎͇ࢆ ࡘࡢᅜࡲࡓࡣ࠸ࡃࡘ࠿ࡢᅜ࡟↔Ⅼࢆᙜ࡚࡚ᐇ᪋ࡋࡼ࠺࡜ࡍࡿ㸦Homburg et al. 2009㸧ࠋࡋ࠿ࡋ࡞ࡀࡽࠊ୰ᅜࡢሙྜࡣࠊඛ㐍ᅜࢆྜࢃࡏࡓ  ಸ௨ୖࡢேཱྀࢆಖ᭷ࡋࠊᆅᇦ᱁ᕪࡶ
኱ࡁࡃࠊᐩ⿱ᒙ࠿ࡽ㈋ᅔᒙࡲ࡛ᖜᗈࡃᏑᅾࡋ࡚࠸ࡿᕷሙ࡛࠶ࡿ㸦CIA 2011㸧ࠋࡑ࠺ࡋࡓⅬࢆᙉࡃᤊ࠼ࡿ࡜ࠊ୰ᅜࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆࡦ࡜ࡲ࡜ࡵ࡟ࡋ࡚ᐃ⩏ࡍࡿࡢࡣ㞴ࡋࡃࠊ௻ᴗ
ࡣࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆ㒔ᕷࡈ࡜ࠊ㒔ᕷ㝵⣭ࡈ࡜ࠊ㒔ᕷ㒊࡜㎰ᮧ㒊ࠊἢᾏ㒊࡜ෆ㝣㒊ࡈ࡜࡟ᐃ⩏ࡋࠊࡑࡢᆅᇦᛶࡸᾘ㈝⾜ືࢆᢕᥱࡋࡓ࠺࠼࡛ࠊᡓ␎ࢆᒎ㛤ࡋ࡚࠸ࡃᚲせࡀ࠶ࡿࠋ
ࡓ࡜࠼ࡤࠊYan 2006 ࡣࠊ୰ᅜࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡣࠊ໭ிࠊୖᾏࠊᗈᕞࠊ῝ᆆ࡞࡝ࡢ኱㒔ᕷ࣭㏆௦㒔ᕷࠊ┬㒔ࠊ㛗Ụࢹࣝࢱࡸ⌔Ụࢹࣝࢱᆅᇦ࡟࠾ࡅࡿ୰つᶍ㒔ᕷ࡞࡝࡟㞟୰ࡋ࡚࠸ࡿ࡜ࡳ࡚࠸ࡿࠋࡲࡓࠊ㒔ᕷ㒊࡟࠾ࡅࡿ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᐃ⩏࡜ࡋ࡚ࠊ୕⳻ᮾி UFJࣜࢧ࣮ࢳ㸤ࢥࣥࢧࣝࢸ࢕ࣥࢢ 㸦2010ࠊ2 ࣮࣌ࢪ㸧ࡣࠊ୰ᅜࡢ㒔ᕷ㒊ࠊ≉࡟ୖᾏᕷ࡜໭ி
ᕷࢆ᝿ᐃࡋࠊୡᖏ᭶཰࡛ 4,000 ඖ㸦⣙ 5 ୓෇㸧䡚16,000 ඖ㸦⣙ 20 ୓ඖ㸧 xiii ࡜ࡋࠊᖺ㛫࡛ࡣ⣙$7,200~$28,800 xiv ࢆ࣮࣒࣎ࣜࣗࢰ࣮ࣥ࡜ࡋ࡚࠸ࡿࠋࡇࢀ࡟ࡼࡿ࡜ୖᾏᕷࡢ 56.6%䚸
318 ୓ୡᖏࠊ945 ୓ேࡀࠊ໭ிᕷ࡛ࡣࠊ317 ୓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࠸ࡿࠋࡲࡓࠊWalters et al.㸦2010㸧ࡣࠊ㒔ᕷ㒊ࡢᡤᚓ㝵ᒙ࡟࠾࠸࡚ࠊ2010 ᖺ࠿ࡽ 2020 ᖺ࡟࠿ࡅ࡚ࠊ
⣙ 600 ࡢᕷ࣭┴࡛ 1 ேᙜࡓࡾྍฎศᡤᚓࡀಸቑࡍࡿ࡜ண᝿ࡋ࡚࠸ࡿࠋ≉࡟ᐩ⿱ᒙ࡟࠾࠸
࡚ࡣ⣙ 4 ಸࡢቑຍࡀぢ㎸ࡲࢀࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥ௨ୖࡣ 1 ൨ 3000 ୓ே௨ୖ࡟㐩ࡍࡿ࡜ࡳ
࡚࠸ࡿࠋ

103

ボリュームゾーンと日系企業戦略୍᪉࡛ࠊᆅᇦ᱁ᕪࡀ࠸ࡲࡔ࡟኱ࡁ࠸ࡇ࡜࠿ࡽࠊ㎰ᮧ㒊࡟࠾ࡅࡿ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆ㒔ᕷ㒊ࡼࡾప࠸Ỉ‽ࢆ᥇⏝ࡋ࡚࠸ࡿࡶࡢࡶ࠶ࡿࠋRavallion 㸦2010ࠊp.4㸧ࡣࠊ㒭ᑠᖹࡢ┠ᣦࡋࡓ͆ᑠᗣ㸦Xiaokang㸧♫఍͇࡟࠾࠸࡚ࠊ1 ᪥ᙜࡓࡾ᭱పᡤᚓ࡛㎰ᮧ㒊ࡀ $2.24ࠊ㒔ᕷ㒊ࡀ
$3.47㸦2005 ᖺ PPP ࣮࣋ࢫ ࠊᖺ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᱁ᕪ᫝ṇ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㛫ྍฎศᡤᚓ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 ᖺ᫬Ⅼ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௒ᚋ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢ᭱ࡶ኱ࡁ࡞ቑຍࡀぢ㎸ࡲࢀࡿᆅᇦࡣࠊᚑ᮶ࡢᮾ㒊ἢᾏᆅᇦ࡜ࡑ
ࢀ࡟㞄᥋ࡋࡓෆ㝣ࡢ┬࡛࠶ࡿࠋἢᓊ㒊ᆅᇦ࡛ࡣࠊ2010 ᖺ 8900 ୓ேࡀ࣮࣒࣎ࣜࣗࢰ࣮ࣥ࠿
ᐩ⿱ᒙ࡟ᒓࡋࠊ2020 ᖺ࡟ࡣ 1 ൨ 9200 ୓ே࡟ࠊෆ㝣㒊࡟࠾࠸࡚ࡶ 3200 ୓ே࠿ࡽࠊ1 ൨
2800 ୓ே࡬࡜ᣑ኱ࡍࡿࡇ࡜ࡀண᝿ࡉࢀ࡚࠸ࡿࠋࡑࡢ୍᪉࡛ࠊす㒊ࠊ໭㒊ࠊᴟす㒊࡛ࡣᣑ኱ࡣࡍࡿࡶࡢࡢࠊᑠつᶍ࡟࡜࡝ࡲࡿ࡜ࡳࡽࢀࡿ㸦Walters et al. 2010㸧㸦ᅗ⾲ 8㸧ࠋࡇࡢࡼ࠺
࡟ࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡸᐩ⿱ᒙࢆࢱ࣮ࢤࢵࢺ࡜ࡍࡿ㝿࡟ࠊࡑࡢᆅ⌮ⓗ࢝ࣂ࣮⠊ᅖࡀᣑ኱ࡋ
⥆ࡅ㸦ᅗ⾲ 9㸧ࠊࡑࢀࡽࡢᕷሙ࡟࢔ࣉ࣮ࣟࢳࡍࡿ࡟ࡣ 2005 ᖺ᫬࡟ࡣ⣙ 70 ࡢᕷ࣭┴ࡔࡗࡓ

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『中国経営管理研究』第10号

ࡶࡢࡀࠊ2010 ᖺ࡟ࡣ⣙ 240 ࡬ࠊࡉࡽ࡟ 2020 ᖺ࡟ࡣ⣙ 400 ࡟ࡶᣑ኱ࡋ࡚ࡺࡃ࡜ࡢ᥎ィࡀ࠶ࡿ㸦Walters et al. 2010㸧ࠋᅗ⾲ 8 ୰ᅜᆅᇦู࣮࣒࣎ࣜࣗࢰ࣮࣭ࣥᐩ⿱ᒙࡢ᥎⛣250
㸦100୓ே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┬ࠊ໭ிࠊୖᾏࠊኳὠ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ࢳ࣡ࣥ᪘⮬἞༊ࠊෆࣔࣥࢦࣝ⮬἞༊㸧ࠊ໭㒊㸦㯮❳Ụ┬ࠊྜྷᯘ┬ࠊ㑈ᑀ┬㸧ࠊᴟす㒊㸦⏑⢔┬ࠊ㟷ᾏ┬ࠊᑀኟᅇ᪘⮬἞༊ࠊࢳ࣋ࢵࢺ⮬἞༊ࠊ᪂␩࢘࢖ࢢࣝ⮬἞༊㸧ฟᡤ㸸Walters et al (2010). ᅗ⾲ 3㸸㒔ᕷ㒊ࡢ୰㛫࣭ᐩ⿱ᒙேཱྀࡣ୰ᅜ඲ᅵ࡛ᣑ኱. 9 ࣮࣌ࢪࡼࡾⴭ⪅సᡂࠋࡇࡢࡼ࠺࡟ࠊ௒ᚋࡶᘬࡁ⥆ࡁἢᾏ㒊ࡢ୺せ㒔ᕷࢆ୰ᚰ࡟ࠊෆ㝣㒊㒔ᕷ࡟࠾࠸࡚ࡶ࣎ࣜࣗ
࣮࣒ࢰ࣮ࣥࡢᣑ኱ࡀண᝿ࡉࢀࠊ௻ᴗࡸከࡃࡢᾘ㈝㈈࡟࡜ࡗ࡚ࡇࢀࡽࡢ┬ࡸᆅᇦࡀ㔜Ⅼ࢚ࣜ࢔࡟࡞ࡿࡇ࡜ࡀぢ㎸ࡲࢀࡿࠋ᪥⣔௻ᴗࡣᚑ᮶ࠊᐩ⿱ᒙࡀ㞟✚ࡋ࡚࠸ࡿᆅᇦ࡛࠶ࡿࠊ໭ிࠊ
ୖᾏࠊᗈᮾࠊύỤ┬ࡢἢᾏ㒊኱㒔ᕷ࡟࠾࠸࡚ࠊ஦ᴗᒎ㛤ࢆ㐍ࡵ࡞ࡀࡽ㢳ᐈࢆ㛤ᣅࡋ࡚ࡁࡓࠋ
ࡋ࠿ࡋࠊ⌧ᅾ࡛ࡣᐩ⿱ᒙࡣࠊ㝐す┬ࡸෆࣔࣥࢦࣝ⮬἞༊ࠊ㔜៞ᕷ࡞࡝ࢆࡣࡌࡵ࡜ࡍࡿෆ㝣㒊࡟ᣑ኱ࡋࠊ໭ிࠊୖᾏࠊᗈᮾࠊύỤ┬௨እࡢᆅᇦ࡟࠾࠸࡚ࠊᐩ⿱ᒙࡀ 2009 ᖺᮎẚ࡛⣙20%ቑࡢ 1 ୓ேつᶍ࡟㐩ࡋ࡚࠸ࡿࠋࡇ࠺ࡋࡓᆅᇦࡣࠊேཱྀつᶍࠊ⤒῭つᶍ࡜ࡶ࡟ẚ㍑ⓗᑠつᶍ࡞ࡀࡽࠊࡑࢀࡒࢀࡢせᅉ࠿ࡽ⤒῭ᡂ㛗ࡢࢫࣆ࣮ࢻࡀ㏿ࡃࠊᐩ⿱ᒙࡀ╔ᐇ࡟ᙧᡂࡉࢀࡘ
ࡘ࠶ࡿࠋ௒ᚋࠊࡇࢀࡽࡢᆅᇦ࡛ࡶ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡀᣑ኱ࡋࠊ⌧ᅾࡢἢᾏ㒔ᕷࡢࡼ࠺࡞ᾘ㈝ᵓ㐀ࡀᙧᡂࡉࢀ࡚ࡺࡃࡇ࡜ࡶ᝿ᐃࡉࢀࡿࡀࠊࡑࢀࢆᚅࡓࡎ࡟ࡍ࡛࡟ἢᾏ㒊ࡸ㒔ᕷ㒊࡟ࡣ

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ボリュームゾーンと日系企業戦略⌧ᆅ࣐࣮ࢣࢵࢺ࡟ᑐࡋ࡚ᙳ㡪ຊࢆᣢࡕࠊᾏእࡢ᝟ሗ࡜ឤぬࢆᣢࡘᐩ⿱ᒙࡀᏑᅾࡋ࡚࠸ࡿⅬࡣὀ┠ࡉࢀࡿ㸦ᶓᒣ 2011㸧ࠋ௻ᴗࡣࠊࢱ࣮ࢤࢵࢺࡀ㒔ᕷ㒊࠿㎰ᮧ㒊ࠊἢᾏ㒊࠿ෆ㝣㒊࡞࡝ࡑࢀࡒࢀࡢᆅᇦᛶࢆ⪃៖ࡋࠊྛᆅᇦࡸ㒔ᕷࡢᩥ໬ࡸᾘ㈝⪅⾜ືࢆᢕᥱࡋࠊࡼࡾⓗ☜࡟ࡑࡢࢽ࣮ࢬ࡟ᑐᛂࡋࡓᡓ␎ࡸ〇ရࡀồࡵࡽࢀ࡚࠸ࡿࡇ࡜ࡀ♧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┴ࡀ⃭ቑ. 7 ࣮࣌ࢪ.

ϫ᪥⣔௻ᴗࡢ୰ᅜᕷሙ࡟࠾ࡅࡿάືࡢᴫほ࡜ࡑࡢၥ㢟Ⅼ ᪥⣔௻ᴗࡢ୰ᅜᕷሙ࡟࠾ࡅࡿάືࡢᴫほ ㏆ᖺࡢୡ⏺᝟ໃࡸ୰ᅜᅜෆࡢ᝟ໃࡀ⥅⥆ⓗ࡟኱ࡁࡃኚ໬ࡍࡿ୰࡛ࠊඛ㐍ᅜ࣭ᆅᇦ࡟ẚ㍑ࡍࢀࡤࠊ㧗࠸⤒῭ᡂ㛗⋡ࡀぢ㎸ࡲࢀࠊ௒ᚋࡣ≉࡟୰ᅜࡢᐙィᡤᚓ࡜ᾘ㈝ࡢᣑ኱ࢆᅗࡿᨻ
⟇ࡢ㐩ᡂࡀ୰ᅜᨻᗓ࡟ࡼࡗ࡚➨ 12 ḟ 5 ࢝ᖺィ⏬࡟ࡶᥖࡆࡽࢀ࡚࠸ࡿࡇ࡜ࠊඛ㐍ᅜ࡛ࡢ኎ୖᣑ኱ࡀᅔ㞴࡟┤㠃ࡍࡿ୰࡛ࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆཎືຊ࡜ࡋ࡚ࠊᛴᡂ㛗ࢆ㐙ࡆࡿ᪂⯆ᅜࡢ኱つᶍ࡛ᮍ㛤Ⓨ࡞ᕷሙ࡛࠶ࡿ୰ᅜࡣࠊᾘ㈝ᕷሙ࡜ࡋ࡚ࡶୡ⏺ࢆ≌ᘬࡋ࡚࠸ࡃࡇ࡜ࡀண᝿
ࡉࢀࠊ᪥ᮏࢆྵࡵࡓྛᅜከᅜ⡠௻ᴗ࡟࡜ࡗ࡚ࡣ୙ྍḞ࡞ᡂ㛗ࡢࢳࣕࣥࢫࡢሙ࡛࠶ࡿ
㸦Hang, Chen, and Subramian 2010; Sarkar n.d.㸧ࠋࡲࡓࠊ୰ᅜ⮬㌟࡟࡜ࡗ࡚ࡶ࣮࣒࣎ࣜࣗ

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『中国経営管理研究』第10号

ࢰ࣮ࣥࢆ୰ᚰ࡜ࡋࡓෆ㟂୺ᑟᆺ⤒῭Ⓨᒎࣔࢹࣝࢆ☜❧ࡉࡏࡿࡓࡵ࡟ࠊࡇ࠺ࡋࡓ࣮࣒࣎ࣜࣗ
ࢰ࣮ࣥࢆ࡝࠺࡜ࡽ࠼ࠊᡓ␎ࢆᒎ㛤ࡋ࡚࠸ࡃ࠿㔜せ࡜࡞ࡗ࡚࠸ࡿࠋࡑࡢ࡞࠿࡛ࠊ᪥⣔௻ᴗࡣࠊඛ㐍ᅜᕷሙࡢపᡂ㛗ࡢ࡞࠿࡛ᚑ᮶㏻ࡾࡢ୍㒊ࡢᐩ⿱ᒙࢆࢱ࣮ࢤࢵࢺ࡟ࡋࡓᡓ␎࡛ࡣࠊ௒ᚋ
ᣑ኱ࡋ࡚࠸ࡃ኱つᶍ࡞࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆྲྀࡾࡇࡰࡍࡇ࡜࡟࡞ࡾࠊ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥ
ᕷሙ࡟࠾ࡅࡿㄢ㢟ࡸ᪥⣔௻ᴗࡢᢪ࠼ࡿㄢ㢟ࡶ࠶ࡿ࡞࠿࡛ࠊ⌧ᅾࡑࡋ࡚௒ᚋࠊ᪥⣔௻ᴗࡣ᪂⯆ᅜࢆ୰ᚰ࡜ࡋࡓ࣮࣒࣎ࣜࣗࢰ࣮ࣥᡓ␎࡟ྲྀࡾ⤌ࡲ࡞ࡅࢀࡤ࡞ࡽ࡞࠸≧ἣࡀ⏕ࡌ࡚࠸ࡿࠋ
㸬᪥⣔௻ᴗࡢ⤒Ⴀୖࡢㄢ㢟࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆᨷ␎ࡍࡿࡓࡵ࡟ࡣࠊ᪥⣔௻ᴗࡢࡇࢀࡲ࡛ࡢ〇ရࡸࣅࢪࢿࢫ័⩦ࢆࡓࡔ༢࡟ᣢࡕ㎸ࡵࡤⰋ࠸ࠊ༢࡟ࢥࢫࢺࢆ๐ῶࡍࢀࡤࡼ࠸࡜࠸࠺ࡶࡢ࡛ࡣ࡞࠸ࠋᚑ᮶ࡢඛ㐍ᅜᕷሙ࡟࠾ࡅࡿ 1 ୡ௦๓ࡢࣔࢹࣝࢆ୰ᅜᕷሙ࡬ᢞධࡍࡿࡇ࡜ࡸ᪤Ꮡࡢ〇ရࣛ࢖ࣥ࠿ࡽ࣮࢚ࣟࣥ 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 goodenough ࡞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ᅉࡢ୍ࡘ࡜ࡋ࡚ࠊ࣎ࣜ
࣮࣒ࣗࢰ࣮ࣥ௨እࡢᾘ㈝⪅ᒙ࡛࠶ࡿᐩ⿱ᒙࡸ BOP ᒙࡢᏑᅾࡀ࠶ࡿࠋ࣐ࢵ࢟ࣥࢮ࣮♫ࡢࠗ୰ᅜ᪂⯆ⓗᐩ⿱ᾘ㈝⪅㝵ᒙ࠘ሗ࿌᭩࡟࠾࠸࡚ࡣࠊᐩ⿱ᐙᗞ㸦ᐙᗞ཰ධࡀᖺ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 ᖺᮎ࡟ࡣࠊಶே㈨⏘ 1000 ୓ඖ㸦⣙ 1 ൨ 2 ༓୓෇㸧ࢆࡶࡘ஦ᴗ୺ࠊ୙ື⏘ᢞ㈨ࠊ᭷౯ドๆᢞ㈨࡞࡝ྛ✀ᢞ㈨࡟ࡼࡿ㈨⏘ᙧᡂ࡟ᡂຌࡋࡓேࠎࡣࠊ
඲ᅜ࡛ 96 ୓࡟㐩ࡋࠊᖺ㛫 100 ୓ඖ࠿ࡽ 300 ୓ඖ㸦⣙ 1200 ୓෇䡚3600 ୓෇㸧ࢆᾘ㈝ࡋ࡚
࠸ࡿ࡜ࡉࢀࡿ㸦㜑⏖ⓒᐩ 2011㸧ࠋࡇ࠺ࡋࡓࠕ༓୓ᐩ㇦ࠖ࡜ࡼࡤࢀࡿேࠎࡣࠊ୙ື⏘ᢞ㈨࡟㛵ᚰࡀ࠶ࡾࠊ㧗⣭㌴ࠊ㧗⣭᫬ィ࡞࡝ࡢ㉎ධ࡟ࡶ✚ᴟⓗ࡛ࠊᏊ౪ࡢᩍ⫱ࠊ␃Ꮫࠊ⮬㌟ࡢ኱
Ꮫ㝔㐍Ꮫࡢࡓࡵࡢᩍ⫱㈝࡬ࡢᢞ㈨࡟ࡶ✚ᴟⓗ࡛࠶ࡾࠊఇᬤ࡟ࡣࠊḢ⡿ࢆ୰ᚰ࡟ᖹᆒᖺ 3 ᅇ⛬ᗘࡢᾏእ᪑⾜ࢆࡍࡿ㸦ᶓᒣ 2011㸧࡞࡝ࡀࡑࡢᾘ㈝⾜ືࡢ≉ᚩ࡛࠶ࡿࠋࡲࡓࠊࠕ൨୓ᐩ㇦ࠖ
࡜ࡼࡤࢀࡿಶே㈨⏘ࡀ 1 ൨ඖ㸦⣙ 12 ൨෇㸧ࢆಖ᭷ࡍࡿࡉࡽ࡟ୖࡢᾘ㈝㝵ᒙ࡟ࡣࠊ6 ୓ேࡀᏑᅾࡋ࡚࠸ࡿࠋࠕ༓୓ᐩ㇦ࠖࡢᾘ㈝⾜ືࡢ≉ᚩ࡟ຍ࠼ࠊ኱ᆺࡢ୙ື⏘ࡸ㧗⣭㌴ࠊ࣮ࣔࢱ࣮࣮࣎ࢻ࡞࡝ࢆႴዲࡍࡿᢞ㈨ᐙ࡛࠶ࡿࠋᆅᇦⓗ࡟ࡣࠊ໭ிᕷ࡟ 17 ୓ேࠊᗈᮾ┬ࠊୖᾏᕷࡢୖ఩ 3 㒔ᕷ࡛඲ᅜࡢᐩ⿱ᒙࡢ࡯ࡰ༙ศࢆ༨ࡵࡿ࡜᥎

ࡉࢀ࡚࠸ࡿ㸦᪥ᮏ㈠᫆᣺⯆ᶵᵓ

2012㸧ࠋࡉࡽ࡟ࠊ࣮ࠗ࣡ࣝࢻ࣭࢙࢘ࣝࢫ࣭࣏࣮ࣞࢺ᪥ᮏㄒ∧ 2011࠘࡟ࡼࡿ࡜ࠊ୰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 ୓⡿ࢻࣝ௨ୖࡢᢞ㈨ྍ⬟㈨⏘ࢆᡤ᭷ࡍࡿ㈨⏘ᐙ㸧ࡣࠊୡ⏺࡛⡿ᅜࠊ᪥ᮏࠊࢻ࢖ࢶ࡟ḟࡂ➨ 4 ఩ࡢ 53.5 ୓ே㐩ࡋ࡚࠸ࡿ࡜ࡉࢀࡿ㸦୕⳻ UFJ ࣓ࣜࣝࣜࣥࢳ PB ドๆ 2011㸧ࠋࡇࡢࡼ࠺࡞ᐩ⿱ᒙࡢᏑᅾࡣ
᪥⣔௻ᴗ࡟࡜ࡗ࡚ࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥ࡟ᡓ␎ࢆ㌿᥮ࡍࡿࡢ࡛ࡣ࡞ࡃࠊᚑ᮶࡝࠾ࡾࡢᐩ⿱ᒙ
ࢆࢱ࣮ࢤࢵࢺ࡟ࡋࡓࣁ࢖࢚ࣥࢻᡓ␎ࢆ࡜ࡾ⥆ࡅࡿࡇ࡜ࡀྍ⬟࡛࠶ࡿࡇ࡜ࢆ♧ࡋ࡚࠸ࡿࠋ ௚᪉࡛ࠊ₯ᅾⓗ࡞኱㔞ᕷሙࠊ኱⾗ᕷሙࠊ㔞㈍ᕷሙࠊ࣐ࢫ࣐࣮ࢣࢵࢺ࡜ࡼࡤࢀࡿ BOP
㸦Base/Bottom of 㸦the Economic㸧Pyramid㸧࡛ࡢࣅࢪࢿࢫࡶὀ┠ࡉࢀ࡚࠸ࡿࠋBOP ࣅࢪࢿࢫࡣࠊ୰ᅜ௨እࡢ᪂⯆ᅜᕷሙ࡬ࡢᙉຊ࡞ᇶ♏ࢆసࡿࡓࡵࡢከࡃࡢᶵ఍ࢆ௻ᴗ࡟ᥦ౪ࡍࡿ
ࡇ࡜ࡀྍ⬟࡜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 2002 ࠋ䛧䛛䛧䛺䛜䜙䚸䛣䛾 BOP ࡟࠾࠸࡚ࡣࠊ≉㉁࡞♫఍⤒῭ࠊ⤌⧊࣭ᶵ㛵࡜⎔ቃⓗ࡞≉ᚩ࠿ࡽ㟂せ⫼ᬒࢆᙧᡂࡋ
࡚࠸ࡿࡓࡵࠊ༢࡞ࡿ“BOP ࣅࢪࢿࢫ”࡛ࡣ࡞ࡃࠊⓎᒎ㏵ୖᅜ࣭ᆅᇦ࡬ࡢ᥼ຓ࡜࠸࠺ഃ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Ỵࡍࡿࡇ࡜ࡀࣅࢪࢿࢫࢳࣕࣥࢫ࡛࠶ࡿ࡜࠸࠺ࡢࡀ BOP ࣅࢪࢿࢫࡢ⪃࠼᪉࡛࠶ࡿࠋࡲࡓࠊᡤᚓỈ‽ࡀྥୖࡍࡿࡇ࡜࡛ࠊᑗ᮶ⓗ࡟࣮࣒࣎ࣜࣗࢰ࣮ࣥ࡬ᕷሙࡀ
⛣⾜ࡍࡿࡇ࡜ࡶ⪃࠼ࡽࢀࠊ⏕ά࡟୙ྍḞ࡞ᨭฟ࠿ࡽ⏕άࢆ㇏࠿࡟ࡍࡿᨭฟ࡬ࡢࢩࣇࢺࡸࠊ
ᾘ㈝ᨭฟࡀࠕ㔞ⓗᣑ኱ࠖ࠿ࡽࠕ㉁ⓗᨵၿࠖ࡬ྥ࠿࠺ࡇ࡜࡟క࠸ࠊᾘ㈝⾜ືࡢኚ໬ࡀண᝿ࡉ
ࢀ㸦୕ᑿ 2012㸧ࠊేࡏ࡚ὀどࡋ࡚࠸ࡃᚲせࡀ࠶ࡿࠋ
ࡇࡢࡼ࠺࡟ࠊ୰ᅜࡢ኱つᶍ࡛ከᵝ࡞ᕷሙ࡟࠾࠸࡚ࡣࠊᣑ኱ࡀ㢧ⴭ࡟ண᝿ࡉࢀ࡚࠸ࡿ࣎ࣜ
࣮࣒ࣗࢰ࣮ࣥ࡟ຍ࠼ࠊᐩ⿱ᒙࡸ BOP ࡢᏑᅾࡀ᪥⣔௻ᴗࢆ࣮࣒࣎ࣜࣗࢰ࣮ࣥ࡟≉໬ࡋࡓᡓ␎ࢆ᥇ࡾ࡙ࡽࡃࡋ࡚࠸ࡿ࡜ࡳࡽࢀࡿࠋࡋ࠿ࡋ࡞ࡀࡽࠊᚑ᮶ࡢ᪥⣔௻ᴗࡢࢱ࣮ࢤࢵࢺ࡛࠶ࡿ
ᐩ⿱ᒙࡢᏑᅾࡣࠊ᪥⣔௻ᴗࡢᚑ᮶ࡢᡓ␎ࢆ⥅⥆࡛ࡁࡿྍ⬟ᛶࡀ࠶ࡿ୍᪉࡛ᾘ㈝ࡀ㣬࿴≧ែ࡟ධࡾࡘࡘ࠶ࡿࠋࡲࡓࠊᾘ㈝࡟ࡲࢃࡍవ⿱ࡢ࡞࠸ BOP ᒙ࡟ẚ㍑ࡍࡿ࡜ࠊ୰ᅜࡢ࣮࣎ࣜࣗ
࣒ࢰ࣮ࣥࡣࠊᙼࡽࡢྍฎศᡤᚓࢆᐩ⿱ᒙࡸ BOP ᒙࡢᾘ㈝⪅ࡼࡾࡶከࡃᾘ㈝ࡋࡼ࠺࡜ࡍࡿ
ഴྥࡀ࠶ࡿ㸦Yan 2006㸧ࡓࡵࠊࡸࡣࡾ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡀᡓ␎࡟࠾࠸࡚㔜せ࡞఩⨨ࢆ༨ࡵࡿࡇ࡜࡟ኚࢃࡾࡣ࡞࠸࡜࠸࠼ࡿࠋ
ࡇ࠺ࡋࡓ࣮࣒࣎ࣜࣗࢰ࣮ࣥ௨እࡢᕷሙࡢᏑᅾࡸ๓㏙ࡋࡓ୰ᅜࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᐃ⩏ࡸᣦᶆ࡟㛵ࡍࡿㄢ㢟ࠊᆅᇦືྥ࡟㛵ࡍࡿၥ㢟➼࡟㛵㐃ࡋ࡚ࠊḟࡢࡼ࠺࡞ලయⓗ࡞⤒Ⴀㄢ㢟

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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⌧ᆅ௻ᴗࡸ௚ࡢ᪂⯆ᅜ௻ᴗ࡟㐜ࢀࢆ࡜ࡗ࡚࠸ࡿ㸦᪂୰㛫ᒙ⋓ᚓᡓ␎◊✲ᡤ 2012㸧ࠋ➨ 3 ࡟ࠊ୰ᅜᆅሙ௻ᴗࡸ௚ࡢ᪂⯆ᅜ௻ᴗ࡟ẚ࡭ࠊ౯᱁㠃࡛ࡶᑐᛂ࡛ࡁ࡚࠸࡞࠸࠺࠼࡟ࠊᢏ⾡㛤Ⓨࡢࢫࣆ࣮ࢻࡢ㏿࠸㟁Ꮚᶵჾ࡞࡝ࡢ⏘ᴗ࡟࠾࠸࡚ࡣ౯᱁ୗⴠࡸࢥࣔࢹ࢕ࢸ࢕໬ࡀ㐍⾜ࡋ࡚࠸ࡿ㸦JBIC ࢺࣆࢵࢡࢫ 2010㸧ࠋࡉࡽ࡟ࠊ
⤒Ⴀᒙࡢࢥ࣑ࢵࢺ࣓ࣥࢺ୙㊊ࠊࡇࢀࡲ࡛୰ᅜࢆ෌㍺ฟࡢ⏕⏘ᣐⅬ࡜ࡋ࡚఩⨨࡙ࡅ࡚ࡁࡓࡇ
࡜࡟ࡼࡿேᮦࡸ⤌⧊ࡢ⌧ᆅ໬ࡢ㐜ࢀࠊ୰ᅜ࡟࠾ࡅࡿ⤒Ⴀ㈨※୙㊊ࡸ⌧ᆅࡢࢽ࣮ࢬ࡟ᑐᛂ࡛
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
Ϭ࣮࣒࣎ࣜࣗࢰ࣮ࣥ〇ရᡓ␎ࡢ⪃ᐹ ࣮࣒࣎ࣜࣗࢰ࣮ࣥ〇ရᡓ␎ࣔࢹࣝࡢ⌮ㄽⓗ⪃ᐹ୰ᅜྥࡅࠊࡉࡽ࡟ࡣᣑ኱ࡋ࡚࠸ࡃ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥྥࡅࡢࡶࡢ࡙ࡃࡾ࡟࠾࠸࡚ࡣࠊ
⌧ᆅ࡟⤌⧊⬟ຊࢆᵓ⠏ࡍࡿࡇ࡜ࠊ᝟ሗ཰㞟ࡸ௻⏬࣭㛤ⓎᣐⅬࢆタ⨨ࡋࠊᕷሙ࠿ࡽࡢ᝟ሗࢆ
㎿㏿࡟྾཰ࡋࠊࡑࢀࡽࢆ࣮࣋ࢫ࡟ၟရࡸࣅࢪࢿࢫࢩࢫࢸ࣒ࢆ௻⏬ࡍࡿ࡞࡝㸦᪂Ꮿࠊኳ㔝
2009㸧ࠊᚑ᮶ࡢඛ㐍ᅜྥࡅࠊࣁ࢖࢚ࣥࢻྥࡅ࡜ࡣ㐪࠺ࡶࡢ࡙ࡃࡾࡀᚲせ࡟࡞ࡗ࡚࠸ࡿࠋ୰
ᅜࢆྵࡴࠊ᪂⯆ᅜ࡛ࡢࡶࡢ࡙ࡃࡾ࡟㛵ࡍࡿ௦⾲ⓗ࡞⌮ㄽ࡟ࢡࣜࢫࢸࣥࢭࣥࡢ“◚ቯⓗ࢖ࣀ࣮࣋ࢩࣙࣥ”ㄽ㸦Christensen 1997;2003;2012;Chiristensen et al.2004;2008㸧ࡀ࠶ࡿࠋᮏ✏࡛ࡣࡇࢀ࡟ᇶ࡙ࡁࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥ〇ရᡓ␎ࣔࢹࣝ㸦ᅗ⾲ 10㸧ࢆᥦ᱌ࡋࠊ஦౛ࢆ⏝࠸࡚ㄽࡌࡿࠋ
ᚑ᮶ࠊ᪥⣔௻ᴗࡣࠊ᭱ࡶせồࡢཝࡋ࠸㢳ᐈࠊࡘࡲࡾࠊఱࡽ࠿ࡢḟඖ࡟࠾ࡅࡿᛶ⬟ྥୖ㸦౛࠼ࡤࠊ㏿࠸ࢫࣆ࣮ࢻࠊᑠࡉ࡞ࢧ࢖ࢬࠊ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ࢆά࠿ࡋࠊ⌧ᅾࡢ➇தຊࢆ⥔ᣢࡲࡓࡣᨵၿࡍࡿࡇ࡜࡛ࠊ
ᛶ⬟ࢆ᩾᪂ⓗ࠿ࡘ⏬ᮇⓗ࡟ྥୖࡉࡏࡿࠕᣢ⥆ⓗ࢖ࣀ࣮࣋ࢩࣙࣥࠖࢆ⾜ࡗ࡚ࡁࡓࠋࡇࡢࠕᣢ
⥆ⓗ࢖ࣀ࣮࣋ࢩࣙࣥࠖࡣᚑ᮶〇ရࡼࡾࡶඃࢀࡓᛶ⬟ࠊせồࡢཝࡋ࠸ࣁ࢖࢚ࣥࢻ㢳ᐈྥࡅ࡟ࡼࡾⰋ࠸〇ရࢆసࡾࠊ᪤Ꮡࡢࣉࣟࢭࢫࡸࢥࢫࢺᵓ㐀ࢆά⏝ࡋࠊ⌧ᅾࡢඃ఩ᛶࢆ༑ศ࡟ά࠿

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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
࡚࠸ࡿࡇ࡜ࡣࠊ௻ᴗࡢ࢖ࣀ࣮࣋ࢩࣙࣥࡢࢫࣆ࣮ࢻࡀேࠎࡢ⏕άࡀࡑࡢ࢖ࣀ࣮࣋ࢩࣙࣥࢆࣇ
ࣝά⏝࡛ࡁࡿࡼ࠺࡟ࡍࡿኚ໬ࡍࡿࢫࣆ࣮ࢻࡼࡾࡶ㏿ࡃ࡞ࡗ࡚࠸ࡿࡇ࡜ࢆ♧ࡋࠊࠕᣢ⥆ⓗ࢖ࣀ࣮࣋ࢩࣙࣥࠖࡀྛᕷሙࡢືྥࢆ㉸࠼ࡓ᫬Ⅼ㸦Ⅼ ACࠊADࠊAE㸧࡛ࠊࡑࢀࡒࢀࡢᕷሙ࡟
࡜ࡗ࡚㐣๫࡞㛤Ⓨࡸᛶ⬟ࡢ⾜ࡁ㐣ࡂ࡜࠸࠺≧ែࡀ⏕ࡌ࡚࠸ࡿࠋࡇࢀࡣࠊ௻ᴗࡣᕷሙࡢࣁ࢖
࢚ࣥࢻᒙ࡟࠸࡚ࡲࡔ‶㊊ࡋ࡚࠸࡞࠸㢳ᐈࢆࢱ࣮ࢤࢵࢺ࡟ࡋ࡚ࡼࡾ㧗࠸฼┈⋡࡛኎ࢀࡿࡼࡾⰋ࠸〇ရࢆసࢁ࠺࡜ࡋ࡚࠸ࡿ࠿ࡽ࡛࠶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⌧ᅾᡭ࡟ධࡿ〇ရ࡯࡝ࡣඃࢀ࡚࠸࡞࠸
〇ရࡔࡀࠊప౯᱁࡛ࠊࢩࣥࣉ࡛ࣝࠊ౽฼࡞ࠊ౑࠸຾ᡭࡢⰋ࠸〇ရࢆၟရ໬ࡍࡿࡇ࡜࡛ࠊከ
ࡃࢆồࡵ࡞࠸ࠊᛶ⬟ࡀຎࡗ࡚ࡶࡼ࠸௦ࢃࡾ࡟ࠊࡑࢀ┦ᛂ࡟ప౯᱁࡜࠸࠺ぢ㏉ࡾࢆᚓࡿ࡜࠸࠺せồࡀࡑࢀ࡯࡝ཝࡋࡃ࡞࠸㢳ᐈ 㐜࠸ࢫࣆ࣮ࢻࠊ኱ࡁ࡞ࢧ࢖ࢬࠊప࠸ಙ㢗ᛶ࡞࡝ ࡟㨩ຊⓗ࡞〇ရࢆᥦ౪ࡍࡿࡶࡢ࡛࠶ࡿࠋࡇࢀࡣࠊ☜❧ࡋࡓᕷሙࡢ᪤Ꮡ㢳ᐈ࡟ࡼࡾⰋ࠸〇ရࢆᥦ

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౪ࡍࡿ࡜࠸࠺ࠕᣢ⥆ⓗ࢖ࣀ࣮࣋ࢩࣙࣥࠖࡢ㌶㊧ࢆ◚ቯࡋࠊ෌ᐃ⩏ࡍࡿࡶࡢ࡛࠶ࡿࠋࡲࡓࠊ
ࡇࡢࠕ◚ቯⓗ࢖ࣀ࣮࣋ࢩࣙࣥࠖࡣ᪂ࡋ࠸ᕷሙࠊ࡜ࡾࢃࡅ࣮࢚ࣟࣥࢻᕷሙ࡟࠾࠸࡚ᒎ㛤ࢆጞࡵࡿ࡜ࠊᨵⰋࡢࢧ࢖ࢡࣝࡀጞࡲࡾࠊᢏ⾡㐍Ṍࡢ࣮࣌ࢫࡀ㢳ᐈࡢ฼⏝⬟ຊࢆୖᅇࡿࡓࡵ࡟ࡣ
௨๓ࡣ୙༑ศࡔࡗࡓᢏ⾡ࡀ༑ศ࡟ྥୖࡍࡿࡇ࡜࡛ࠊࡼࡾཝࡋ࠸㢳ᐈࡢࢽ࣮ࢬࢆ‶ࡓࡍࡇ࡜࡛ࠊ᪤Ꮡ௻ᴗࢆ⁛ࡰࡍ㌶㐨࡟஌ࡾࠊࠕ◚ቯ⪅ࠖ࡜࡞ࡿ㸦౛࠼ࡤࠊChiristensen 2003ࠊ38-42
࣮࣌ࢪ㸧ࠋ
ࠕᣢ⥆ⓗ࢖ࣀ࣮࣋ࢩ࡛ࣙࣥࠖᨷ␎ࡍࡿࡇ࡜ࡀ࡛ࡁࡿࣁ࢖࢚ࣥࢻᕷሙࡢ㢳ᐈࡸᢞ㈨ᐙ࡟ὀ
ຊࡋ࡚࠸ࡿ௻ᴗ࡟࡜ࡗ࡚ࠊ㈨※౫Ꮡࡢ⌮ㄽ࠿ࡽࡶ᪤Ꮡࡢࣁ࢖࢚ࣥࢻᕷሙ࡬⮬♫ࡢ⤒Ⴀ㈨※ࢆ౫Ꮡࡉࡏ࡚࠾ࡾࠊࡑࡢ௚ࡢ࣮࢚ࣟࣥࢻࡸ࣮࣒࣎ࣜࣗࢰ࣮ࣥ࡬ࡢ㈨※㓄ศࡀ㞴ࡋ࠸≧ἣ࡟࠶ࡿ㸦Christensen 1997;2003;2012;Chiristensen et al.2004;2008㸧ࠋ᪥⣔௻ᴗࡣࠊᚑ᮶ࡢ㈨※㓄ศࣉࣟࢭࢫ࡟ࡼࡗ࡚ࠕᣢ⥆ⓗ࢖ࣀ࣮࣋ࢩࣙࣥࠖ࡬ὀຊࡋࠊᖖ࡟ࣁ࢖࢚ࣥࢻᕷሙࢆ┠ᣦࡋ࡚࠸ࡿࡓࡵࠊࠕ◚ቯⓗ࢖ࣀ࣮࣋ࢩࣙࣥࠖ࡟ࡣᵓ㐀ⓗ࡟ᑐᛂ࡛ࡁࡎࠊࡲࡓ࣮࢚ࣟࣥࢻᕷሙ
࡞࡝᪂ࡓ࡞ᕷሙࢆ㛤ᣅࡋࡼ࠺࡜ࡍࡿពḧࡣ࡯ࡰ࡞࠸࡜ࡳࡽࢀࡿࠋ ࡇ࠺ࡋࡓ≧ἣࡀ⌧ᅾࡢ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥᕷሙ࡟࠾࠸࡚⏕ࡌ࡚࠸ࡿࠋ◚ቯⓗ࢖ࣀ࣮࣋ࢩࣙࣥ࡟ࡼࡗ࡚సࡾฟࡉࢀࡓ◚ቯⓗ࡞〇ရࡀ࣮࢚ࣟࣥࢻᕷሙ࡛ᡂຌࢆ཰ࡵࡿ࡜ࠊᨵⰋࡢࢧ
࢖ࢡࣝࡀጞࡲࡾࠊࡑࡢᢏ⾡㐍Ṍࡢ࣮࣌ࢫࡀ㢳ᐈࡢ฼⏝⬟ຊࢆୖᅇࡿࡓࡵࠊࡑࢀࡲ࡛ࡣ୙඘
ศࡔࡗࡓᢏ⾡ࡀ༑ศ࡟ྥୖࡋࠊࡼࡾせồࡢཝࡋ࠸㢳ᐈࡢࢽ࣮ࢬࢆ‶ࡓࡍࡼ࠺࡟࡞ࡿࠋᚑ᮶
ࡢࠕᣢ⥆ⓗ࢖ࣀ࣮࣋ࢩࣙࣥࠖ࡟ࡼࡿ஦ᴗᒎ㛤ࢆ⾜࠺᪥⣔௻ᴗ࡟ࡣࠊᣢ⥆ⓗ࢖ࣀ࣮࣋ࢩࣙࣥ
࡟࠾ࡅࡿᡓ࠸࡛ࡣ࡯ࡰᚲࡎ຾฼ࢆ཰ࡵࡿࡀࠊࠕ◚ቯⓗ࢖ࣀ࣮࣋ࢩࣙࣥࠖ࡟ࡼࡗ࡚Ⓨᒎ࣭ᡂ㛗ࡋ࡚ࡁࡓ୰ᅜᆅሙ௻ᴗࡸ㡑ᅜࠊྎ‴௻ᴗ࡞࡝ࡀຊࢆࡶࡕࠊࡇ࠺ࡋࡓ᪂⯆௻ᴗࡢྎ㢌ࡀ᪥⣔௻ᴗࡸᴗ⏺࡟࠾ࡅࡿ኱௻ᴗ࡟ᑐࡋ࡚ࠕ◚ቯ⪅ࠖⓗ࡞Ꮡᅾ࡟࡞ࡗ࡚࠸ࡿ㸦౛࠼ࡤࠊ
Chiristensen 2003ࠊ41 ࣮࣌ࢪ㸧ࠋ୍⯡ⓗ࡟ࠊ୰ᅜᆅሙ௻ᴗࢆࡣࡌࡵ࡜ࡍࡿ᪂⯆ᅜ௻ᴗࡣࠊ
͆ప౯᱁ࠊᑠつᶍ࣭ᑠᆺࠊ༢⣧࡞ᶵ⬟͇ࢆ㔜どࡋࠊࡉࡽ࡟┬࢚ࢿࡸ⎔ቃ㓄៖࡞࡝ࡢせ⣲ࢆྵࡴ࣮࣒࣎ࣜࣗࢰ࣮ࣥྥࡅ〇ရࢆ㛤Ⓨ࡟ྲྀࡾ⤌ࢇ࡛࠸ࡿࠋࡑࡋ࡚ࠊつᶍࡢ⤒῭࡟ࡼࡾ౯᱁
ࢆᘬࡁୗࡆࠊ཰┈ࢆ☜ಖࡋࠊࡉࡽ࡟㛗ᮇⓗ࡞㛤Ⓨ࡬ᢞ㈨ࡋ࡚࠸ࡃ࡜࠸࠺ࣔࢹ࡛ࣝࠊ࣎ࣜࣗ
࣮࣒ࢰ࣮࡛ࣥᡂຌࢆ཰ࡵ࡚࠸ࡿ࡜ࡳࡽࢀࡿࠋᡂຌᚋ࡟ࡣࠊࣁ࢖࢚ࣥࢻᕷሙࡸඛ㐍ᅜᕷሙ࡬࡜㐍ฟࡋ࡚࠸ࡃ࡜࠸࠺ᙧࡀ୍⯡ⓗ࡟࡞ࡗ࡚࠸ࡿࠋࡍ࡛࡟ࠊ୰ᅜᆅሙ௻ᴗࡶྵࡵࡓྛᅜࡢከ
ᅜ⡠௻ᴗࡀ୰ᅜࡢෆ㟂ࢆ୍ᒙ㔜どࡍࡿഴྥ࡟࠶ࡾࠊ௒ᚋ➇தࡀࡉࡽ࡟⃭໬ࡋ࡚࠸ࡃ୰ᅜ࣎
࣮࣒ࣜࣗࢰ࣮ࣥᕷሙ࡟࠾࠸࡚ࠊ᪥⣔௻ᴗࡀ຾ࡕᢤ࠸࡚࠸ࡃࡓࡵ࡟ࡣࠊ᪥⣔௻ᴗࡶࠕ◚ቯⓗ࢖ࣀ࣮࣋ࢩࣙࣥࠖ࡟ࡼࡿᡓ␎ࢆ᥇ࡿᚲせࡀ࠶ࡿ࡜ࡳࡽࢀࡿࠋ

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ᗘ࠿ࡽࡲ࡜ࡵࡿ࡜ࠊࠕ◚ቯⓗ࢖ࣀ࣮࣋ࢩࣙࣥㄽࠖ࡟ᇶ࡙ࡃ୰ᅜᕷሙࡢ〇ရᡓ␎࡜ࡋ࡚ࡣࠊ4 ࢱ࢖ࣉ㸹㸦1㸧ࣁ࢖࢚ࣥࢻ≉໬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ࣁ࢖࢚ࣥࢻ≉໬ᡓ␎ࣁ࢖࢚ࣥࢻ≉໬ᡓ␎ࡣࠊࠕࣁ࢖࢚ࣥࢻ࡟≉໬ࡋࠊ࣮࢚ࣟࣥࢻࡣ࠶ࡁࡽࡵࡿࠖ࡜࠸࠺ࠊᕪ
ู໬ᡓ␎ࡢᇶᮏࣃࢱ࣮࡛ࣥ࠶ࡿ㸦౛࠼ࡤࠊ᪂Ꮿࠊኳ㔝 2009ࠊ14 ࣮࣌ࢪ㸧ࠋ୍⯡ⓗ࡟᪥⣔௻ᴗ࡟ඃ఩ࡀ࠶ࡿ࡜ࡉࢀࠊ᭱ࡶᗈࡃ㏣ཬࡉࢀ࡚࠸ࡿᡓ␎࡛࠶ࡿࠋࣁ࢖࢚ࣥࢻ≉໬ᡓ␎࡟࠾
࠸࡚ࡣࠊ᪥ᮏ࠿ࡽࡢ㍺ฟ࡛ᑐᛂࡍࡿࡇ࡜ࡀྍ⬟࡛࠶ࡿࠋ኎ࢀ⾜ࡁḟ➨࡛ࡣࠊ⌧ᆅ࡟〇㐀ᣐⅬࢆタ❧ࡋࠊ⌧ᆅࡢࢽ࣮ࢬࢆ‶ࡓࡍព࿡࡛ࡶࠊ㈍኎⥙ࢆᣑ኱ࡋ࡚࠸ࡃࡇ࡜࡛ࠊ㍺ฟࡼࡾࡶ
ప౯᱁࡛㈍኎ࡍࡿࡇ࡜ࡀྍ⬟࡟࡞ࡾࠊࣁ࢖࢚ࣥࢻᕷሙ࡛ࡢࢩ࢙࢔ࢆ⋓ᚓࡍࡿࡇ࡜ࡀ࡛ࡁࡿࠋ
ࡑࡢ࡞࠿࡛ࠊ⮬♫ᅛ᭷ࡢࣀ࢘ࣁ࢘ࢆᇶ࡟〇ရࢆ๰ࡾฟࡋࠊࡑࡢ౯᱁ࢆ࣐࣮ࢣࢸ࢕ࣥࢢάື
࡞࡝࡛㢳ᐈ࡟ാࡁ࠿ࡅࡿࡇ࡜ࡀ㔜せ࡜ࡉࢀࡿࠋࡇࡢᡓ␎ࡀᐩ⿱ᒙ㸦Ⅼ AE㸧ࡸ࣮࣒࣎ࣜࣗ
ࢰ࣮ࣥ㸦Ⅼ AD㸧࡛㏻⏝ࡍࡿ⫼ᬒ࡟ࡣࠊ୰ᅜᕷሙࡢ㧗ᗘ໬ࡀ࠶ࡿࠋ୰ᅜࡢࣁ࢖࢚ࣥࢻᕷሙ
࡟࠾࠸࡚ࠊᾘ㈝⪅ࡣ᪥ᮏ୪ࡳࡢ⏕άࢆࡋࠊᾘ㈝⪅ࡢࢽ࣮ࢬࡶඃࢀࡓ〇ရࠊᏳᚰ࣭Ᏻ඲ࠊ⎔ቃ࡟ࡸࡉࡋ࠸࡞࡝᪥ᮏ࡜ྠࡌࡶࡢ࡛࠶ࡾࠊ᪥ᮏࡢ〇ရࡀࡑࡢࡲࡲ㏻⏝ࡍࡿᕷሙ࡜ࡳࡽࢀࡿࠋ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࡞ᕷሙ࡛ࡋ࠿ᡂࡾ❧ࡓ࡞࠸࡜ࡳࡽࢀࡿ
ࡀࠊ୍║ࣞࣇ࣓࢝ࣛ⏘ᴗࡣࠊࣁ࢖࢚ࣥࢻၟရࡀ࣮࣒࣎ࣜࣗࢰ࣮࡛ࣥࡶᡂຌࡋ࡚࠸ࡿ୍౛࡛
࠶ࡿࠋ୍║ࣞࣇ࣓࢝ࣛᕷሙ࡟࠾࠸࡚ࠊ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡣඛ㐍ᅜ࡜㟂せ≉ᛶ࡟ࡣ኱ࡁ࡞㐪࠸ࡣ࡞ࡃࠊୡ⏺ⓗ࡟ྠᶵ✀ࡀ㈍኎ࡉࢀࠊẚ㍑ⓗ㧗౯࡞ᶵ✀ࡢ㟂せࡀ㧗ࡲࡗ࡚࠸ࡿࠋ࢟ࣕࣀ
ࣥࡣࠊ୍║ࣞࣇ࣓࢝ࣛࡢධ㛛ᶵࡢ኎ࡾୖࡆࡀఙࡧ࡚࠾ࡾࠊࢹࢪࢱ࣓ࣝ࢝ࣛࡢධ㛛⪅ࡶ࠸ࡁ࡞ࡾࢹࢪࢱ୍ࣝ║ࣞࣇࢆồࡵࡿᒙࡀቑຍഴྥ࡟࠶ࡿ㸦࢟ࣕࣀ࣮࣒࣮ࣥ࣍࣌ࢪ㸧ࠋࡲࡓࠊ࢜
ࣜࣥࣃࢫ࡟࠾࠸࡚ࡶࠊ࣑࣮ࣛࣞࢫ୍║ࣞࣇ࡜㧗౯᱁ᖏࢥࣥࣃࢡࢺ࡟㞟୰ࡍࡿ᪉㔪࡟ᇶ࡙ࡁࠊ୰ᅜࡢ῝ᆆᕤሙ࡟᭱᪂ࡢ⏕⏘ᢏ⾡ࢆᢞධࡋࠊᚭᗏⓗ࡞⏕⏘ᛶࡢྥୖ࡟ྲྀࡾ⤌ࢇ࡛࠸ࡿࠋࡲࡓ ࠊ ௜ ຍ ౯ ್ ࡢ 㧗 ࠸ 㙾 ᯟ ࡸ ஺ ᥮ ࣞ ࣥ ࢬ 〇 㐀 ࡟ 㞟 ⣙ ࡋ ࠊ ⤌ ❧ ᕤ ⛬ ࡶ OEM 㸦 OriginalEquipment Manufacturer ࡸ EMS㸦Electronics Manufacturing Service㸧ࢆ✚ᴟⓗ࡟ά⏝ࡋ㸦࢜ࣜࣥࣃࢫ࣮࣒࣮࣍࣌ࢪ㸧ࠊ୰ᅜᕷሙࡢᐩ⿱ᒙ࡟ຍ࠼࣮࣒࣎ࣜࣗࢰ࣮ࣥ࡟ࡶᑐᛂࡍࡿࡇ

112

『中国経営管理研究』第10号

࡜ࡀ࡛ࡁ࡚࠸ࡿࠋ

࢔ࢵࣉࢢ࣮ࣞࢻᡓ␎
࢔ࢵࣉࢢ࣮ࣞࢻᡓ␎ࡣࠊBOP ᕷሙ࡜࣮࣒࣎ࣜࣗࢰ࣮ࣥᕷሙࢆࢱ࣮ࢤࢵࢺ࡟ࡋࡓࡶࡢ࡛
࠶ࡿࠋᕷሙࡢ➇த⃭໬ࢆཷࡅࠊᚑ᮶ࡢ㧗౯᱁ᖏ࡬ࡢࢩࣇࢺ࡛ࡣ࡞ࡃࠊᆅሙ௻ᴗ࡜ᚭᗏⓗ࡟ᡓ࠺ࡇ࡜࡛ᕷሙࢩ࢙࢔ࢆ☜ಖࡋࡼ࠺࡜࠸࠺ࡶࡢ࡛ࠊᚭᗏࡋࡓప౯᱁ᡓ␎ࡀ᥇ࡽࢀࡿࠋࡑࡢ
ࡓࡵࠊရ㉁ࢆぢษࡗࡓ࣮࢚ࣟࣥࢻࡢࡓࡵࡢᑓ⏝ࣔࢹࣝࢆ㛤Ⓨࠊᢞධࡋࠊ㈨※ᡓ␎࡜ࡋ࡚ࡶ
኱⫹࡞ᒎ㛤ࢆᐇ⾜ࡋ࡚࠸ࡿࡇ࡜ࡀከ࠸㸦౛࠼ࡤࠊ᪂Ꮿࠊኳ㔝 2009㸧ࠋࡇࢀࡣࠊࡶ࡜ࡶ࡜
࣮࣒࣎ࣜࣗ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ရ࡛᭱ࡶ኱ࡁ࡞኎ࡾୖࡆࢆ㐩ᡂ࡛ࡁࡿࡶࡢ࡛࠶ࡿࠋࡑࡋ࡚ࠊࡇࡢ
ᡓ␎࡛ࡢᡂຌᚋࡣࡑࡢࡲࡲࣁ࢖࢚ࣥࢻᕷሙ࡬㐍ฟࡍࡿ㸦Ⅼ BE㸧࠿ࠊ㧗࠸ᛶ⬟ࡢ〇ရࢆ㧗࠸౯᱁࡛㈍኎ࡋࠊ฼┈ࢆᚓࡿ࡜࠸࠺ᡓ␎࡛࠶ࡿࠋ
᪥⣔௻ᴗࡢ࢔ࢵࣉࢢ࣮ࣞࢻᡓ␎ࡢ஦౛࡜ࡋ࡚ࠊ㈨⏕ᇽࡢࠕZa㸦ࢪ࣮࢚࣮㸧ࠖࣈࣛࣥࢻࡀ
࠶ࡿࠋⓎ኎ᙜึࡣࠊ㍺ධࣈࣛࣥࢻ࡜ࠕ࢜ࣉࣞࠖࢆ୰ᚰ࡟ᐩ⿱ᒙࢆࢱ࣮ࢤࢵࢺ࡟ᒎ㛤ࡋ࡚࠸
ࡓࡀࠊ90 ᖺ௦ᮎ࠿ࡽ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢ㉎㈙ពḧࡢ㧗ࡲࡾࢆཷࡅࠊ୰ప౯᱁ࡢࣈࣛࣥࢻ
㛤Ⓨࡢᚲせᛶࢆㄆ㆑ࡋࠊ1997 ᖺ࡟᪂ࡓ࡟ࠕZaࠖၟရࢆᢞධࡋࡓࠋ㈨⏕ᇽࡢྡࢆෙࡉ࡞࠸
ࡇࡢ Za ࡣࠊࣃࢵࢣ࣮ࢪࡸ኎ࡾሙࡢࢧ࢖ࣥ࡟㈨⏕ᇽࡢᩥᏐࡣ୍ษ࡞ࡃࠊ࠸ࢃࡤࠕ࢔࢘ࢺ࢜
ࣈ㈨⏕ᇽၟရ࡛ࠖ࠶ࡗࡓࠋ㈍኎ࢳࣕࢿࣝࡶ᪤Ꮡࡢࢳࣕࢿࣝ࡜➇ྜࡋ࡞࠸ࡼ࠺ࠊࢻࣛࢵࢢࢫ
ࢺ࢔ࠊᆅ᪉㒔ᕷࡢⓒ㈌ᗑࠊ໬⢝ရᗑ࡞࡝ࢆ୺య࡟ᒎ㛤ࡋ࡚ࡁࡓࠋ࢜ࣉࣞࢆ㈍኎ࡍࡿⓒ㈌ᗑ
࡟࠾࠸࡚ࡶࠊ࢜ࣉࣞࡣ㸯㝵ࠊZa ࡣ 2 㝵ࡸ 3 㝵ࡢࣖࣥࢢࣇ࢓ࢵࢩࣙࣥࡢࣇࣟ࢔࡛ࠊ࢜ࣉࣞ
ࡣᑐ㠃ᘧ࡞ࡢ࡟ᑐࡋࠊZa ࡣࣁ࣮ࣇࢭࣝࣇ᪉ᘧ࡛ࠊ࢜ࣉࣞࡣࢫ࣮ࢶࠊZa ࡣ࢝ࢪࣗ࢔ࣝ࡞ࣃ
ࣥࢶࣝࢵࢡ࡜࠸ࡗࡓࡼ࠺࡟ࠊ඲ࡃ㐪࠺ࢥࣥࢭࣉࢺࡢၟရ࠿ࡽ㈍኎᪉ἲࡲ࡛ࡀᚭᗏࡉࢀࠊᚑ
᮶ࡢ㈨⏕ᇽࡢ࢖࣓࣮ࢪࡣᔂࡉ࡞࠸ࡼ࠺࡟ࡋ࡚࠸ࡿ㸦㈨⏕ᇽ 2012㸧ࠋࡇࡢ Za ࡣࠊ⌧ᅾࠊࢢ࣮ࣟࣂࣝᕷሙ࡟࠾ࡅࡿᡓ␎〇ရ࡜ࡋ࡚఩⨨࡙ࡅࡿࠕࢢ࣮ࣟࣂ࣓ࣝ
࢞ࣈࣛࣥࢻࠖࡢ୍ࡘ࡜࡞ࡾࠊ࢔ࢪ࢔ᕷሙ࡛㈍኎ࡋ࡚࠸ࡿࢫ࢟ࣥࢣ࢔ࠊ࣓࣮࢟ࣕࢵࣉࣈࣛࣥ
ࢻࡢ⥲ྜࣈࣛࣥࢻ࡛ࠊ౯᱁ᖏࡣ$10 ๓ᚋ࡛࠶ࡿࠋ2012 ᖺ 9 ᭶ࡼࡾ㡰ḟࡇࡢ Za ࣈࣛࣥࢻࡢ
19 ရ┠ 54 ရ✀㸦⛯㎸ᕼᮃᑠ኎౯᱁ࡀ 630 ෇㹼1680 ෇㸧ࡀ᪥ᮏᕷሙ࡛ࡶ㈍኎ࡀ㛤ጞࡉࢀࡿࠋ࢔ࢪ࢔࠿ࡽᒎ㛤ࢆጞࡵࡓ Za ࢆ᪥ᮏᕷሙ࡬ᑟධࡍࡿࡇ࡜࡛ࠊ᪥ᮏࡢప౯᱁ᕷሙ࡬ࡢᑐ
ᛂࢆᙉ໬ࡋࠊ᪂つ㢳ᐈࡢ⋓ᚓ࡜኎ୖࡆࡢᣑ኱ࢆ┠ᣦࡋ࡚࠸ࡿ㸦㈨⏕ᇽ 2012㸧ࠋࡇࡢࡼ࠺࡟

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Za ࣈࣛࣥࢻࡣࡶ࡜ࡶ࡜࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆࢱ࣮ࢤࢵࢺ࡟ࠊࡑࡇ࠿ࡽ࢔ࢵࣉࢢ࣮ࣞࢻࡋࠊ
ᚑ᮶ࡢࣁ࢖࢚ࣥࢻᕷሙࡀ୺ὶ࡛࠶ࡿ᪥ᮏࡢ࣮࢚ࣟࣥࢻᕷሙ࡬㐍ฟࡍࡿ࡜࠸࠺ࣔࢹࣝࡢ୍౛
࡛࠶ࡿࠋࢲ࢘ࣥࢢ࣮ࣞࢻᡓ␎
ࢲ࢘ࣥࢢ࣮ࣞࢻᡓ␎ࡣࠊᚑ᮶ࡢࣁ࢖࢚ࣥࢻ≉໬ᡓ␎࡟ࡼࡗ࡚ࠕ㐣๫ရ㉁ࠖ Ⅼ AE ࡜࡞ࡗࡓࡶࡢࢆࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥᕷሙྥࡅ࡟ࢲ࢘ࣥࢢ࣮ࣞࢻࡉࡏࡿࡶࡢ࡛࠶ࡿ㸦┤⥺ A’ࠊ
Ⅼ A’C㸧ࠋࡇࢀࡣࠊタィᇶ‽ࢆぢ┤ࡍࡇ࡜࡛ࠊపࢥࢫࢺ㒊ရࢆ᥇⏝ࡋࠊရ㉁ࢆపୗࡉࡏࠊ
〇ရࡢ኱ᖜ࡞౯᱁పୗࢆᐇ⌧ࡋࡘࡘࠊ୰ᅜࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥ࡟࠾ࡅࡿࠕ㐺ṇရ㉁ࠖࢆ㐩ᡂࡍࡿࠋࡲࡓࠊࢧ࣒ࢫࣥ㟁Ꮚࡀ᥇⏝ࡋ࡚࠸ࡿࠊᇶᮏタィࡣྠࡌࡲࡲ࡛ࠊ౑⏝ࡍࡿ㒊ရࢆࣛࣥࢡศࡅࡋࠊ㧗ࣛࣥࢡ㒊ရࢆ㧗౯᱁㸦ࣁ࢖࢚ࣥࢻ㸧ᕷሙ࡬ࠊపࣛࣥࢡ㒊ရࢆప౯᱁㸦࣮࢚ࣟࣥࢻ㸧ᕷሙ࡬ᢞධࡍࡿ࡜࠸࠺᪉ἲ࡛ࠊࠕయឤ୙Ⰻ⋡㸦㈍኎ྎᩘ࡟༨ࡵࡿࢡ࣮࣒ࣞ௳ᩘࡢ
ẚ⋡㸧ࠖࢆ⊂⮬ࡢရ㉁⟶⌮ࡢᣦᶆ࡜ࡋࠊࡑࢀࢆ‶ࡓࡍࣞ࣋ࣝࡢ〇ရࢆ〇㐀ࡍࡿ࡜࠸࠺ࡶࡢ
࡛࠶ࡿ㸦᪂Ꮿࠊኳ㔝 2009㸧ࠋ୍⯡ⓗ࡟ከࡃࡢ᪥⣔௻ᴗࡀ᥇⏝ࡋ࡚࠸ࡿ࡜ࡉࢀࡿࢲ࢘ࣥࢢࣞ
࣮ࢻᡓ␎࡟ࡘ࠸࡚ࠊࣃࢼࢯࢽࢵࢡ஦౛ࢆḟ❶௨㝆࡛ヲࡋࡃ⪃ᐹ࣭ศᯒࡍࡿࠋ

 ࣮࢚ࣟࣥࢻ≉໬ᡓ␎࣮࢚ࣟࣥࢻ≉໬ᡓ␎㸦┤⥺ BࠊⅬ BC㸧࡜ࡣࠊ≉࡟ඛ㐍ᅜᕷሙ࡟࠾ࡅࡿ➇த⃭໬ࢆཷࡅࠊ
᪂⯆ᕷሙࡲࡓࡣ࣮࢚ࣟࣥࢻᕷሙ㸦┤⥺ C㸧ࢆࢱ࣮ࢤࢵࢺ࡟ࡋࡓᕷሙᡓ␎࡛࠶ࡿࠋࡇࢀࡣࠊ
ᚑ᮶ࡢᣢ⥆ⓗ࡞࢖ࣀ࣮࣋ࢩࣙࣥࢆ࣮࣋ࢫ࡜ࡋࡓ㧗౯᱁ᖏ࡬ࡢࢩࣇࢺ࡛ࡣ࡞ࡃࠊᚭᗏࡋࡓ
ప౯᱁ᡓ␎࡛࠶ࡾࠊ᪂⯆ᅜᕷሙ࡛ᕷሙࢩ࢙࢔ࢆ༨ࡵࡿᆅሙ௻ᴗ࡜ᚭᗏⓗ࡟ᡓ࠺ࡇ࡜࡛ᕷ
ሙࢩ࢙࢔ࢆ☜ಖࡋࡼ࠺࡜࠸࠺ࡶࡢ࡛࠶ࡿࠋࡇࡢࣅࢪࢿࢫࣔࢹࣝ࡟࠾࠸࡚ࡣࠊ㐠Ⴀ㠃ࡲࡓ
ࡣ㈈ᨻ㠃ࠊ࠶ࡿ࠸ࡣࡑࡢ୧㠃࡟࠾࠸࡚ࠊ᪂ࡋ࠸࢔ࣉ࣮ࣟࢳ࡛࠶ࡿࠋప࠸⢒฼┈⋡࡜㧗࠸
㈨⏘ά⏝⋡ࢆከᵝ࡟⤌ࡳྜࢃࡏࡿࡇ࡜࡛ࠊBOP ᕷሙ࡛ᚲせ࡞ప౯᱁࡛ࡶ㨩ຊⓗ࡞฼┈⋡ࢆ㐩ᡂࡉࡏࡿࡇ࡜ࡀᚲ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ᶍᕷሙ࡛ࡋ࠿ᕷሙࢩ࢙࢔ࢆ⋓ᚓࡍࡿࡇ࡜ࡀ࡛ࡁ࡞࠸㸧͇࡜࡞ࡗ࡚࠸ࡿࡇ࡜ࡀከ࠸㸦᪂Ꮿࠊኳ㔝 2009㸧ࠋࡲࡓࠊ㈨※ᡓ␎࡟࠾࠸࡚ࡶ኱⫹࡞ᒎ㛤ࡀᚲせ࡜ࡉࢀࠊᣢ⥆ⓗ࢖ࣀ࣮࣋ࢩࣙࣥࢆᨭ࠼ࡿࡓࡵ࡟タィࡉࢀࡓ⢭⦓໬ࡉࢀࡓ㈨※㓄ศࣉࣟࢭࢫࢆࡶࡘ኱ᡭ௻ᴗ࡟࡜ࡗ࡚ࡣࠊᵓ㐀ⓗ࡟◚ቯⓗ࢖ࣀ࣮࣋ࢩ

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ࣙࣥ࡟ᑐᛂ࡛ࡁ࡞࠸࡜࠸࠺≧ἣࡀ࠶ࡿ㸦౛࠼ࡤࠊChiristensen 2003ࠊ41-42 ࣮࣌ࢪ㸧ࠋ࣮࢚ࣟࣥࢻᡓ␎࡟ᡂຌࡋࡓᚋ࡟ࡣࠊࡑࡢ௚ࡢ᪂⯆ᅜᕷሙࡲࡓࡣ࣮࢚ࣟࣥࢻᕷሙ࡬࡜ᶓᒎ㛤ࢆࡋ࡚ࡺࡃ㸦┤⥺ B’㸧ࠋࡇ࠺ࡋࡓ࣮࢚ࣟࣥࢻ≉໬ᡓ␎ࡣࠊ᪥⣔௻ᴗ࡛᥇⏝ࡋ࡚࠸ࡿ࡜ࡇ
ࢁࡣ࠸ࡲࡔᑡ࡞࠸࡜ࡳࡽࢀࡿࠋBOP ࡲࡓࡣ࣮࢚ࣟࣥࢻࡔࡅࢆࢱ࣮ࢤࢵࢺࡋ࡚࠸ࡿࡓࡵࠊ
࣮࣒࣎ࣜࣗࢰ࣮ࣥ࡟ᑐࡋ࡚ࡣࠊ㐣ᑠရ㉁࡛࠶ࡾࠊᕷሙࡢࢽ࣮ࢬ࡟ᛂ࠼ࡿࡇ࡜ࡀ࡛ࡁ࡚࠸
࡞࠸ࡇ࡜ࡀࢃ࠿ࡿࠋ
 BOP ࣅࢪࢿࢫࡢ౛࡜ࡋ࡚ࡣࠊ࣋ࢫࢱࢦ࣮࣭ࣇࣛࣥࢭࣥࡢࣛ࢖ࣇࢫࢺ࣮ࣟࡸ⾨⏕ၟရࡢࣘࢽ࣮ࣜࣂ̿ࡀ௦⾲ⓗ࡛࠶ࡿࠋ࣋ࢫࢱࢦ࣮࣭ࣇࣛࣥࢭࣥࡣ㧗ရ㉁࡞ί໬⿦⨨ࢆ୰࡟ワࡵ㎸ࢇࡔ㣧ࡳỈί໬࢟ࢵࢺ࡛ࠊ4 ࢻࣝ࡜࠸࠺ప౯᱁࡛ 3 ᖺ㛫୰㌟ࡢ஺᥮ࡀ୙せ࡛࠶ࡾࠊ㏵ୖᅜ
ࡢࢽ࣮ࢬ࡟ᛂ࠼ࡽࢀ࡚࠸ࡿ〇ရ࡛࠶ࡿࠋ୺࡟࢔ࣇࣜ࢝ࡸ࢔ࢪ࢔࡞࡝࡟ᅜ㝿ᶵ㛵ࡢᨭ᥼࡟ࡼ
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ᶍேཱྀᑡ㔞ẖ᪥౑࠺㸻኱㔞ᾘ㈝͇࡜࠸࠺ᵓᅗ࡛ᕷሙࢆ☜ಖࡋࠊ཰┈஦ᴗ໬࡟ᡂຌࡋࡓ౛࡛࠶ࡿࠋ୍᪉࡛ࠊ᪥⣔௻ᴗ࡟࠾࠸࡚ࡣࠊఫ཭໬Ꮫࡢ࢜ࣜࢭࢵࢺࢿࢵ
ࢺ㸦࣐ࣛࣜ࢔ண㜵⏝࡟ẅ⹸๣ࢆ⦎ࡾࡇࢇࡔ⣒౑⏝ࡢ⺅ᖒ㸧ࡸ࣐ࣖࣁࡢίỈჾ࡞࡝ࡀ࠶ࡿࡀ
ࡇࡢࡼ࠺࡞ BOP ࣅࢪࢿࢫ࡬ࡢཧධࡣ࡯࡜ࢇ࡝⾜ࢃࢀ࡚࠸࡞࠸ࡢࡀ⌧≧࡛࠶ࡿ㸦⤒῭⏘ᴗ┬ 2009;2010b㸧ࠋ BOP ᒙࡣࠊ┦ᑐⓗ࡟ࡳ࡚ࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡼࡾࡶ₯ᅾⓗ࡞つᶍࡀ኱ࡁࡃࠊࡼࡾ㔜どࡉࢀࡿ࡭ࡁ࡛࠶ࡿ࡜ࡍࡿ㆟ㄽࡶ࠶ࡿࡀࠊ᪥⣔௻ᴗࡣࡇ࠺ࡋࡓ BOP ࣅࢪࢿࢫ࡬࠶ࡲࡾ✚ᴟⓗ࡛ࡣ࡞࠸࡜ࡳࡽࢀࡿࠋࡑࡢせᅉࡢ 1 ࡘ࡟ࠊBOP ᕷሙࡢ≉ᚩ࡛࠶ࡿ≉㉁࡞♫఍⤒῭ࠊ⤌⧊࣭ᶵ㛵࡜⎔ቃⓗ࡞≉ᚩࡀ㟂せ⫼ᬒࢆసࡗ࡚࠸ࡿࡇ࡜ࡀ࠶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Ỵࡍࡿࡇ࡜ࡀࣅࢪࢿࢫࢳࣕࣥࢫ࡛࠶ࡿ࡜࠸࠺ࡢࡀ BOP ࣅࢪࢿࢫࡢ⪃࠼᪉࡛࠶ࡿࠋࡑࡢࡓࡵ࡟ࡣࠊ᪥⣔௻ᴗ࡟࠾ࡅࡿᚑ᮶ࡢ〇ရࡸࣅࢪࢿࢫ័⩦ࡑࡢࡲࡲ⏝࠸ࡿࡔࡅ࡛ࡣ BOP ࣅࢪࢿࢫ࡟ᑐᛂࡋࡁࢀࡎࠊ≉໬ࡉࢀࡓࣅࢪࢿࢫࢿࢵࢺ࣮࣡ࢡ࡬ࡢཧ
ຍࡸࡑࡢ⤌⧊ࡸࢮ࣮ࣟ࣋ࢫ࡛≉໬ࡋࡓ〇ရࡸࣉࣟࢭࢫࢆ෌タィࡋ࡚࠸ࡃᚲせࡀ࠶ࡿ࡜ࡉࢀ
࡚࠸ࡿࠋࡘࡲࡾࠊBOP ᒙࡢࢽ࣮ࢬࡢᢕᥱࡸ⌧ᆅࡢᅜࠊᆅᇦࠊᨻ᝟ࠊᕷሙ⎔ቃ࡟㛵ࡍࡿṇ☜࡞᝟ሗࡢᢕᥱࠊ⌧ᆅ࡟⢭㏻ࡋࡓ஦ᴗィ⏬⬟ຊࡢ࠶ࡿࣃ࣮ࢺࢼ࣮࡜ࡢ㐃ᦠࡸࠊBOP ᐇ᪋࡟࠶ࡓࡾ♫ෆእ࠿ࡽࡢ฼ᐖ㛵ಀ⪅࠿ࡽࡢᢎㄆࠊᨭᣢࡢ⋓ᚓࡀᚲせ࡜࡞ࡾ㸦⤒῭⏘ᴗ┬115

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2010b㸧ࠊࡑࢀࡽ࡟㛵㐃ࡍࡿㄢ㢟ࡸၥ㢟Ⅼ࡟ࡣḟࡢࡼ࠺࡞ࡶࡢࡀ࠶ࡿࠋ
ࡲࡎࠊ஦ᴗ໬ẁ㝵࡟࠾࠸࡚ࡣࠊ◊✲㛤Ⓨ࡟ᚲせ࡞ேⓗ㈨※ࠊ㈨㔠ࢆྵࡴ㈨※ࡢ☜ಖࠊ
BOP ᒙ࡬ࡢၨⓎࠊᩍ⫱άື࡟ࡼࡿᕷሙࡢ๰ฟࠊ⌧ᆅάື㸦⏕⏘ࠊὶ㏻ࠊ㈍኎࡞࡝㸧࡟࠾ࡅࡿேⓗࠊ㈨㔠ⓗᣐฟࢆᢸ࠺ࣃ࣮ࢺࢼ࣮࡜ࡢ㐃ᦠࡀᚲせ࡜࡞ࡗ࡚ࡃࡿࠋࡲࡓࠊࡑࡢࡓࡵ࡟ࡣࠊ〇ရࢥࢫࢺࠊ௙ᵝࡢぢ┤ࡋࠊ஦ᴗ໬ẁ㝵㸦◊✲㛤Ⓨࠊ⌧ᆅᐇド஦ᴗ࡞࡝㸧ࡢࢥࢫࢺ㈇ᢸࢆ㏕ࡽࢀࠊ஦ᴗᐇ᪋ࣃ࣮ࢺࢼ࣮ࡢ☜ಖࠊ஦ᴗ┠ⓗࡢඹ᭷ࠊබⓗᨭ᥼ไᗘࡢຠᯝⓗά⏝ࠊ㏵ୖᅜࡢᨻ⟇࣭ไᗘ㠃࡛ࡢㄢ㢟㸦㧗㢠࡞㛵⛯࡞࡝㸧࡬ࡢᑐᛂࡀ㏕ࡽࢀ࡚࠸ࡿ㸦⤒῭⏘ᴗ┬2010b㸧ࠋࡑࡢᚋࠊ☜❧࣭ᣑ኱ẁ㝵࡟࠾࠸࡚ࡣࠊ⌧ᆅᨻᗓ࡞࡝࠿ࡽࡢᨭ᥼ࠊᨭᣢࡢ⋓ᚓࠊ
BOP ᒙ࡜ࡢࣃ࣮ࢺࢼ࣮ࢩࢵࣉࢆ㏻ࡌࡓ஦ᴗࡢᣑ኱ࠊ」ᩘࡢᅜࠊᆅᇦ࡟ࡲࡓࡀࡾྠᵝࡢ஦ᴗࢆᒎ㛤ࡍࡿࣃ࣮ࢺࢼ࣮࡜ࡢ㐃ᦠࡀồࡵࡽࢀࠊࣅࢪࢿࢫࣔࢹࣝࡢຠ⋡ⓗ࡞ᶓᒎ㛤ࠊ཯᚟ࡀᚲせ࡛࠶ࡾࠊ௚௻ᴗ࡟ࡼࡿᶍೌࣜࢫࢡ࡬ࡢᑐᛂࡶྠ᫬࡟⾜࠺ᚲせࡀ࠶ࡿ㸦⤒῭⏘ᴗ┬2010b㸧ࠋࡇࡢࡼ࠺࡟ࡑࢀࡒࢀࡢẁ㝵࡟࠾࠸࡚ࠊBOP ᒙ࡟࠾ࡅࡿࣅࢪࢿࢫ࡟ࡣࠊ᪥⣔௻ᴗࡣㄢ㢟ࡸᠱᛕᮦᩱࢆᢪ࠼࡚࠸ࡿࡇ࡜ࡀࢃ࠿ࡿࠋࡑ࠺ࡋࡓせᅉ࡟ࡼࡾࠊᚑ᮶ࡢࣁ࢖࢚ࣥࢻ≉໬ᡓ␎ࢆ࣮࣋ࢫ࡜ࡋࡓᡓ␎࠿ࡽẚ㍑ⓗࢩࣇࢺࡋࡸࡍ࠸ࢲ࢘ࣥࢢ࣮ࣞࢻᡓ␎ࡢ᪉ࡀࠊ᪥⣔௻ᴗ࡟࡜ࡗ࡚᥇⏝ࡋࡸࡍࡃࡋࠊ୍᪉࡛ BOP ࣅࢪࢿࢫ࡟ᾘᴟⓗ࡟࡞ࡗ࡚࠸ࡿ࡜࠸࠼ࡿࠋ

ϭࣃࢼࢯࢽࢵࢡࡢ஦౛ ᨵ㠉㛤ᨺ௨㝆ࠊ୰ᅜ࡛஦ᴗᒎ㛤ࢆ⥅⥆ࡋ࡚ࡁࡓࣃࢼࢯࢽࢵࢡࢢ࣮ࣝࣉࡣࠊ୰ᅜ௻ᴗ࡟
ᑐࡋ࡚⏕⏘タഛࡸᢏ⾡ᥦᦠࡶ⾜ࡗ࡚࠾ࡾࠊ㛗ᖺ࡟ࢃࡓࡾ୰ᅜࡢ⤒῭Ⓨᒎ࣭ᡂ㛗࡟ࡶ㔜せ࡞ᙺ๭ࢆᯝࡓࡋ࡚ࡁࡓࠋࡑࡢ࡞࠿࡛ࠊ㏆ᖺ࡛ࡣࠊ୰ᅜᅜෆᕷሙྥࡅᡓ␎ࢆ≉࡟࣮࣒࣎ࣜࣗࢰ
࣮ࣥᡓ␎⤠ࡗ࡚ὀຊࡋ࡚ࡺࡃ᪉㔪ࢆ࡜ࡗ࡚࠸ࡿࡓࡵࠊᮏ✏࡛ࡣ஦౛࡜ࡋ࡚ྲྀࡾୖࡆࡿࡇ࡜
࡟ࡍࡿࠋ 
 ࣃࢼࢯࢽࢵࢡࡢ୰ᅜ஦ᴗ
ࣃࢼࢯࢽࢵࢡࡣࠊ1978 ᖺࡢᨵ㠉㛤ᨺᨻ⟇ࡢࡶ࡜ࠊ㒭ᑠᖹẶࡢᯇୗ㟁ჾ࣭Ⲉᮌᕤሙࢆゼၥࡋࡓࡇ࡜࠿ࡽ୰ᅜ஦ᴗࢆ㛤ጞࡋࡓࠋᙜ᫬ࠊ୰ᅜ࡛ࡣ㔜ᕤᴗ࠿ࡽ㍍ᕤᴗࢆ㔜どࡍࡿᨻ⟇࡟㌿᥮ࡋࠊࢸࣞࣅࠊࣛࢪ࢜ࠊࣛࢪ࢝ࢭࠊὙ℆ᶵࠊ෭ⶶᗜ࡞࡝⪏ஂᾘ㈝㈈࡬ࡢ⇿Ⓨⓗ࡞㟂せࡀ࠺ࡲࢀ࡚࠸ࡓ㸦బࠎᮌ 2007㸧ࠋࡇ࠺ࡋࡓ㟂せࢆ‶ࡓࡋࡓࡢࡀࠊࣃࢼࢯࢽࢵࢡࢆࡣࡌࡵ࡜ࡍ
ࡿ᪥⣔௻ᴗࡢ〇ရࡢ㍺ฟ࡟ࡼࡿࡶࡢࡔࡗࡓࠋ୰ᅜࡣࡇࢀ࡟ࡼࡾࠊ㍺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ࣉࣛࣥࢺࠊ〇㐀ᢏ⾡ࢆࣃࢵࢣ࣮ࢪᑟධࡍࡿᑐᛂ⟇ࢆྲྀࡾࠊ1979 ᖺ࠿ࡽ 80 ᖺ࡟࠿ࡅ࡚ࠊᯇୗ࠿
ࡽࣉࣛࣥࢺタഛࢆᑟධࡋࠊ୰ᅜ஦ᴗࢆᒎ㛤ࡋ࡚࠸ࡗࡓ㸦బࠎᮌ 2007㸧ࠋࣃࢼࢯࢽࢵࢡ࡟࠾
࠸࡚ࡣࠊ1980 ᖺ௦࡟࣮࢝ࣛࢸࣞࣅࡢ⤌❧ᕤሙࢆタ❧ࡋࠊ1987 ᖺ 9 ᭶࡟ᯇୗᙬⰍ㢧ീ⟶᭷㝈බྖࢆ໭ி࡟タ❧ࡋࠊ80 ᖺ௦ᚋ༙࡟ࡣࠊVTR 㛵㐃ࡢ⤌❧ᕤሙࢆᒎ㛤ࡋ࡚࠸ࡗࡓࠋ
1992 ᖺ࠿ࡽ 94 ᖺ࡟࠿ࡅ࡚ࠊ♫఍୺⩏ᕷሙ⤒῭ࡢἼ࡟ࡢࡾࠊ᪥ᮏ௻ᴗࡢ୰ᅜᢞ㈨ࢆඛྲྀ
ࡾࡍࡿᙧ࡛ࠊ୰ᅜ஦ᴗࡀᛴࣆࢵࢳ࡟᥎ࡋ㐍ࡵࡽࢀࡓࠋ≉࡟ࠊ90 ᖺ௦࡟࠾࠸࡚ࡣࠊᯇୗ㟁ჾࡢᾏእ⌧ᆅἲே 110 ♫ࡢ࠺ࡕ 4 ๭ࡀ୰ᅜ࡟㐍ฟࡋ࡚࠸ࡿࡇ࡜࠿ࡽࠊ୰ᅜᕷሙࢆ㔜どࡋࡓ㞟୰ⓗ࡞஦ᴗᒎ㛤ࡀ⾜ࢃࢀ࡚ࡁࡓࡇ࡜ࡀࡳ࡚࡜ࢀࡿ㸦ⓑỈ 2004ࠊ72-73 ࣮࣌ࢪ㸧ࠋ㐍ฟᙜึࡣࠊ㍺ฟᣐⅬ࡜ࡋ࡚ࡢ఩⨨௜ࡅࡀᙉ࠿ࡗࡓࡀࠊḟ➨࡟୰ᅜࡢ₯ᅾⓗ࡞ᕷሙࡢ኱ࡁࡉࢆぢ㉺ࡋࡓ୰ᅜᕷሙྥࡅࡢ࢔ࣉ࣮ࣟࢳ࡬ࡢࢩࣇࢺࡀࡳࡽࢀࡿࡼ࠺࡟࡞ࡗ࡚࠸ࡗࡓࠋ୰ᅜᙜ
ᒁࡢᨻ⟇ࡀࡇ࠺ࡋࡓ⫼ᬒࡢ 1 ࡘ࡟࠶ࡾࠊ㐍ฟึᮇ࡟ࡣእ㈌ࢆ┠ⓗ࡜ࡋࡓእ㈌ᨻ⟇࡜ࡋ࡚
㍺ฟᣦྥᴗ✀ࡢᢞ㈨ࢆ࿧ࡧ㎸ࢇࡔࡀࠊࡑࡢᚋ୰ᅜᅜෆ࡬ࡢ㈍኎࡟࠾ࡅࡿつไࡀゎ⚗ࡉࢀࡓࡇ࡜࡟ࡼࡾࠊ୰ᅜᅜෆᕷሙྥࡅࡢ〇ရࡢ〇㐀㈍኎ᣐⅬ࡜ࡋ࡚ࡢ఩⨨௜ࡅ࡬ࡢ⛣⾜ࡀࡳࡽࢀࡓ㸦ⓑỈ 2004, 72-73 ࣮࣌ࢪ㸧ࠋ1990 ᖺ௦ᚋ༙௨㝆࡟ࡣࠊୡ⏺ࡢ኱ᡭᐙ㟁࣓࣮࣮࢝ࡀ୰
ᅜᕷሙ࡟ḟࠎ࡟㐍ฟࡋ࡚࠸ࡓࠋ୰ᅜᆅሙ௻ᴗࡶ╔ᐇ࡟ຊࢆࡘࡅࠊᕷሙ࡛ࡢ➇தࡀ⃭໬ࡋࠊⱞᡓࢆᙉ࠸ࡽࢀ࡚࠸ࡓ㸦㛵࣭⠊ 2003, 232 ࣮࣌ࢪ㸧ࠋ2000 ᖺึࡵ࡟࠿ࡅ࡚ࠊ஦ᴗ㒊ไࡢୗ࡛㔝ᨺᅗ࡟࡞ࡿ఍♫ࢆタ❧ࡋࡓࡇ࡜ࡸࠊ୰ᅜᕷሙ࡟㐺ࡋࡓ〇ရࢆ౪⤥࡛ࡁ࡞࠿ࡗࡓࡇ࡜ࠊ
ࡑࡢ㛵㐃࡛࠶ࡿࢥࢫࢺ➇தຊࡢḞዴࡀ㟁Ꮚࣞࣥࢪࠊࢸࣞࣅࠊ࢚࢔ࢥࣥࠊᦠᖏ㟁ヰ࡞࡝ᯇୗࡢ୰ᅜᕷሙྥࡅࡢ୺ຊ〇ရࡀⱞቃ࡟ࡓࡓࡉࢀ࡚࠸ࡗࡓࠋ2001 ᖺࡈࢁࡲ࡛ࡣ୰ᅜࡢ⏕⏘఍♫㸦㒊ရ஦ᴗࠊ㍺ฟࢆ㝖ࡃ㸧ࡢ⣙ 7 ๭ࡀ㉥Ꮠ࡛࠶ࡾࠊᡂ㛗ⴭࡋ࠸ᕧ኱࡞୰ᅜᕷሙ࡟࠾࠸
࡚ࡶࣈࣛࣥࢻຊࡢ⥔ᣢ࡟࠾࠸࡚ࡶࠊ↓ど࡛ࡁ࡞࠸ㄢ㢟࡜࡞ࡗ࡚࠸ࡓࠋ2001 ᖺࡢ 1 ᭶ࠊ➇தຊࡢᙉ໬ࢆ┠ⓗ࡜ࡋ࡚ࠕᯇୗ㟁ჾ◊✲㛤Ⓨ㸦୰ᅜ㸧᭷㝈බྖ㸦CMRD㸧ࠖࢆ໭ிࡢ୰㛵ᮧ኱ᗭ࡟タ❧ࡋࡓࠋࣃࢼࢯࢽࢵࢡࡢ R&D ᣐⅬࡢ⌧ᆅ໬ࡣẚ㍑ⓗ᪩࠸ẁ㝵࠿ࡽ㐍ࡵ࡚࠸ࡓࡇ࡜ࡀࢃ࠿ࡿࠋࡑࡢࡓࡵࠊᕷሙつᶍࡣࡲࡔ኱ࡁࡃ࡞࠸ࡀ୰ᅜ࣓࣮࣮࢝࡜➇ྜࡋ࡞࠸ࢰ࣮ࣥ
࡛᭱ඛ➃ࡢ㧗௜ຍ౯್〇ရ࡛຾㈇ࡍࡿᡓ␎ࠊࡲࡓࡣࠊᕷሙつᶍࡣ኱ࡁ࠸ࡀ୰ᅜ௻ᴗ࡜ࡲ࡜
ࡶ࡟➇ྜࡍࡿࢰ࣮࡛ࣥࠊ୰ᅜ࣓࣮࣮࢝࡟㈇ࡅ࡞࠸ࢥࢫࢺ➇தຊࢆࡘࡅࡿᡓ␎ࢆ࡜ࡿ࠿㑅ᢥ
ࡀ㏕ࡽࢀ࡚࠸ࡓࡀࠊࣃࢼࢯࢽࢵࢡ(ᯇୗ)ࡣࡑࡢ୧᪉ࢆྠ᫬୪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 ࣧᡤࡲ࡛ᣑ኱ࡋ࡚࠸ࡿࠋ⌧ᅾ࡛ࡣࠊ⤫ᣓ఍♫ࢆ໭ி࡟タ⨨ࡋࠊ◊✲㛤ⓎᣐⅬࡣ 5 ࣧᡤࠊ㈍኎ᣐⅬࢆ 10 ࣧᡤࠊࡑࡢ௚ࡢ஦ᴗᡤ
ࢆ 6 ࣧᡤࠊ㤶ࢆྵࡴ୰ᅜ඲ᅵ࡟㓄⨨ࡋ࡚࠸ࡿ㸦Panasonic ᯇୗ⭥ჾ㸧ࠋࣃࢼࢯࢽࢵࢡࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥᡓ␎ࡢศᯒ࣭⪃ᐹ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᐃ⩏࣭ᣦᶆ ࣃࢼࢯࢽࢵࢡࡀ᫂☜࡟࣮࣒࣎ࣜࣗࢰ࣮ࣥᡓ␎ࢆᡴࡕฟࡋࡓࡢࡣࠊ2008 ᖺᗘ௨㝆࡛࠶ࡿࠋࡑࢀࡲ࡛ࡢᐩ⿱ᒙ࡟࠾ࡅࡿ࣐࣮ࢣࢸ࢕ࣥࢢ࡟ຍ࠼ࠊ͆Next Rich͇ᡓ␎ࢆᙉ໬ࡍࡿྲྀ⤌࡟㌿᥮ࡍࡿ᪉㔪ࢆ♧ࡋࡓࠋᙜึ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡣࠊᖺ཰ 75 ୓෇㸦⣙ 8,242 ࢻࣝ㸧௨ୖࡢ
7,300 ୓ே㸦୰ᅜ඲ᅵ 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ࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆᖺ㛫ୡᖏᡤᚓ$5,040~$8,400 ࡜ᐃ⩏ࡋ࡚࠸ࡿ St-Maurice et al. 㸦2008ࠊp.8㸧
࡟㏆ࡃࠊࣃࢼࢯࢽࢵࢡࡀ㒔ᕷ㒊ࡢẚ㍑ⓗࣁ࢖࢚ࣥࢻ࡟㏆࠸࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᐃ⩏࡟ࡋ࡚࠸ࡿࡇ࡜ࡀࢃ࠿ࡿࠋ2008 ᖺᗘ࡟ࡣࠊᚑ᮶ࡢᖺ཰ 150 ୓෇௨ୖ㸦⣙$16,415 xviii 㸧ࡢᐩ⿱ᒙ
2900 ୓ே㸦඲యࡢ 2.2%㸧࡟ຍ࠼ࠊࡇࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆྜࢃࡏ࡚඲యࡢ 7.7%ࡋ࠿ࢱ
࣮ࢤࢵࢺ࡟ࡋ࡚࠾ࡽࡎࠊẚ㍑ⓗࣁ࢖࢚ࣥࢻ࡟㏆࠸ᕷሙࡀࢱ࣮ࢤࢵࢺ࡟࡞ࡗ࡚࠸ࡓࠋ
ࡑࡢᚋࠊࠕPanasonic IR DAY 2012 ࢢ࣮ࣟࣂࣝࢥࣥࢩ࣮࣐࣮࣐࣮ࣗࢣࢸ࢕ࣥࢢ㒊㛛 ஦ᴗᡓ␎ࠖ࡟࠾࠸࡚ࠊࡇࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢࢱ࣮ࢤࢵࢺࢆࡉࡽ࡟୰㛫ᒙ࣎ࢺ࣒ࡢ⣙ 9,800
୓ୡᖏ࡬ᣑ኱ࡋࠊᐩ⿱ᒙ࣭᪂ᐩ⿱ᒙࡢ⣙ 5,400 ୓ୡᖏ࡟ຍ࠼ࠊྜィ࡛⣙ 15,200 ୓ୡᖏ࡬ᣑ኱ࡍࡿࡇ࡜ࡀⓎ⾲ࡉࢀࡓࠋࡇࡢࡼ࠺࡟ࠊࣃࢼࢯࢽࢵࢡࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᐃ⩏࣭ᣦᶆࡀࠊ୰㛫ᒙ࣎ࢺ࣒ࢆྵࡴୗ఩࡬ᒎ㛤ࡋ࡚࠸ࡿ⌧≧࠿ࡽࡳ࡚ࡶࠊᚑ᮶ࡢࣁ࢖࢚ࣥࢻ≉໬ᡓ␎࠿ࡽࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆࢱ࣮ࢤࢵࢺ࡟ࡋࡓࢲ࢘ࣥࢢ࣮ࣞࢻᡓ␎࡟㌿᥮ࡋ࡚࠸ࡿࡇ࡜ࡀ☜ㄆ࡛ࡁࡿࠋ ࣮࣒࣎ࣜࣗࢰ࣮ࣥᡓ␎
 ࠕ2008 ᖺᗘ㐃⤖Ỵ⟬ࠖ㸦2009 ᖺ 5 ᭶ 15 ᪥㸧ࡢ఍ぢ࡟࠾࠸࡚ࠊࣃࢼࢯࢽࢵࢡࡀ〇㐀ᴗ࡜ࡋ࡚ᡂ㛗ࢆ⥔ᣢࡍࡿ᪉ἲ࡜ࡋ࡚ࠊ͆᪂஦ᴗ࣭᪂ၟရ࡛᪂ᕷሙࢆ๰㐀ࡍࡿࡇ࡜ࠊ᪤Ꮡ஦ᴗࠊ
ၟရࢆࢢ࣮ࣟࣂࣝ࡟ᒎ㛤ࡍࡿ࡜࡜ࡶ࡟ࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᨷ␎࡟ṇ㠃࠿ࡽᣮࡴ͇࡜ࡋ࡚ࠊ

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『中国経営管理研究』第10号

௒ᚋ࣮࣒࣎ࣜࣗࢰ࣮ࣥ࡟ὀຊࡋ࡚ࡺࡃࡇ࡜ࡀⓎ⾲ࡉࢀࡓࠋ2009 ᖺᗘࡣࠊ㈍኎ 2 ᱆ᡂ㛗ࢆᐇ⌧ࡋࠊ࢔ࢪ࢔ࢆᣐⅬ࡜ࡋࡓ࣮࣒࣎ࣜࣗࢰ࣮ࣥྥࡅၟရࢆ㛤Ⓨࡋࠊࡑࢀࢆ୰㏆ᮾ࢔ࣇࣜ࢝
ࡸ୰༡⡿࡟ᶓᒎ㛤ࡍࡿ࡞࡝ࠊᆅᇦ㛫㐃ᦠࢆᙉ໬ࡋ࡚ࡺࡃ᪉㔪ࢆ♧ࡋࡓࠋ≉࡟ࠊ୰ᅜ࡛ࡣࠊ
࣮࣒࣎ࣜࣗࢰ࣮ࣥྥࡅၟရࢆᙉ໬ࡋࠊ௒ᗘ㒔ᕷ໬ࡢ㐍ᒎ࡟ࡼࡾ㟂せࡢቑ኱ࡀண᝿ࡉࢀࡿ 2ࠊ
3 ⣭㒔ᕷ࡛ࡢቑ㈍ࢆᅗࡿ࡜ࡋࡓࠋ
ࠕPanasonic ࢢ࣮ࣝࣉ᪂୰ᮇィ⏬ࠖ㸦2010 ᖺ 5 ᭶ 7 ᪥㸧࡟࠾࠸࡚ࠊࢢ࣮ࣝࣉࡢ୰ᮇᡓ
␎࡜ࡋ࡚ࠊ᪂⯆ᅜࢆ୰ᚰ࡜ࡋࡓᾏእ஦ᴗᣑ኱࡜࣮࣒࣎ࣜࣗࢰ࣮ࣥᡓ␎࡟㛵ࡋ࡚ゝཬࡋ࡚࠸ࡿࠋ㔜Ⅼ᪂⯆ᅜ࡜ࡋ࡚ࠊ୰ᅜࢆྵࡴࠕBRICs+VࠖࠕMINTS+Bࠖࡢ 11 ࣧᅜ࣭ᆅᇦ࡛ᕷ㈍࣭ࢩࢫࢸ࣒㈍኎ྜィ࡛ 3,300 ൨෇ࡢ㈍኎ᣑ኱ࢆ┠ᣦࡍ࡜ࡋ࡚࠸ࡿࠋࡇࡢ᪂⯆ᅜ࡛ࡢᡓ␎ࢆᡂຌࡉࡏࡿ୰ᚰ࡜࡞ࡿࡢࡀࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥᨷ␎࡛࠶ࡿ࡜ࡋࠊ⌧ᆅࡢ㢳ᐈࢆ㉳Ⅼ࡜ࡋࡓၟရ௻⏬ຊࢆ㧗ࡵࡿࡓࡵ࡟ࠊ͆⏕ά◊✲ᶵ⬟͇ࢆᙉ໬ࡋ࡚ࡺࡃ࡜ࡋࡓࠋ࡜ࡾࢃࡅࠊ࢔
ࣉࣛ࢖࢔ࣥࢫ஦ᴗ࡛ࡣࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥၟရࡶཎືຊ࡜ࡋ࡚ࠊࢢ࣮ࣟࣂࣝቑ㈍࡟ྲྀࡾ⤌ࢇ࡛ࡺࡃ࡜ࡋࡓࠋࡑࡢ୰᰾࡜࡞ࡿࠕ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡣࠊᙜ㠃ࡣ஦ᴗᇶ┙ࡀ࠶ࡿ࢔ࢪ࢔࡛
ᒎ㛤ࡍࡿࠖ xix ࡜ࡋࠊ୰ᅜࢆྵࡴ࢔ࢪ࢔ᕷሙࢆ㔜どࡋࠊ᪤ᏑᣐⅬࢆ෌⦅࣭ᙉ໬ࡋ࡞ࡀࡽᣑ
኱ࡋ࡚ࡺࡃ᪉㔪ࢆ♧ࡋ࡚࠸ࡓࠋ≉࡟ࠊⓑ≀ᐙ㟁࡛ࡣࠊ࢚࢔ࢥࣥࠊ෭ⶶᗜࠊὙ℆ᶵࠊ㟁Ꮚࣞࣥࢪࠊᤲ㝖ᶵࠊㄪ⌮ᑠ≀࡞࡝ࢆࢭࢵࢺၟရ࡜ࡋ࡚࣡ࣥࢭࢵࢺ࡛ࡢ㈍኎ࡢᣑ኱ࢆ┠ᣦࡍࠋࡇࡢ㡭࠿ࡽࠊᶵ⬟ࢆ⤠ࡾࠊᡭࡈࢁ࡞౯᱁࡟ᢚ࠼ࡓࢩ࢙࣮ࣂ࣮ࠊࢻࣛ࢖࣮ࣖࠊ࣐ࢵࢧ࣮ࢪ
ࢳ࢙࢔࡞࡝ࢆ୰ᅜᕷሙ࡟ᢞධࡋጞࡵࡓࠋࡇ࠺ࡋࡓ〇ရࢆ〇㐀ࡍࡿࡓࡵ࡟ࠊ⌧ᆅ࡛ၟရ㛤Ⓨࢆᚭᗏࡍࡿࡇ࡜ࡀᚲせ࡜࡞ࡾࠊ᪥ᮏ࠿ࡽேᮦࢆὴ㐵ࡋ࡚㛤Ⓨࢆ⾜࠺యไࢆ᥇ࡗ࡚࠸ࡓࠋ ࡑࡢᚋࠊ2011 ᖺࡢࠕ᪂యไ࡜㔜Ⅼ஦ᴗᡓ␎ࠖ㸦2011 ᖺ 10 ᭶ 31 ᪥㸧ࡢ࡞࠿࡛ࡶࠊ୰ᅜ
ᕷሙࡢᡓ␎ࡀゝཬࡉࢀ࡚࠸ࡿࠋ͆୰ᅜ 23 సᡓ͇࡟ࡼࡿ࡜ࠊᛴᡂ㛗ࡍࡿෆ㝣㒊ࡢ㒔ᕷࢆᨷ␎ࡍࡿࡇ࡜ࢆ㈍኎⥙ࢆ୍Ẽ࡟ᣑ኱ࡍࡿ㸦2010-11 ᖺ࡟ᨭᗑᩘࢆ 2 ಸ࡟ࠊPanasonic ⏕ά㤋ࢆ 7 ಸ࡟ᣑ኱㸧ィ⏬࡟ᇶ࡙࠸࡚ࠊ2010-12 ᖺᗘ࡟࠾࠸࡚ࠊᕷ㈍࡛ᖺ⋡ 20%ᡂ㛗ࢆ┠ᶆ࡟ࡋ࡚࠸ࡓࠋ
ࡇࡢࡼ࠺࡟ࠊࣃࢼࢯࢽࢵࢡࡀࢲ࢘ࣥࢢ࣮ࣞࢻᡓ␎࡛୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆᨷ␎ࡋࡼ࠺
࡜ࡋ࡚࠸ࡿ୍᪉࡛ࠊ୰ᅜࡢ⌧ᆅ௻ᴗ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᡓ␎ࡣ࢔ࢵࣉࢢ࣮ࣞࢻᡓ␎ࡀ୰ᚰ
࡛࠶ࡿࠋ౛࠼ࡤࠊࣁ࢖࢔࣮ࣝ♫ࡣࠊ1996 ᖺ᫬Ⅼ࡛ࡍ࡛࡟୰ᅜᅜෆࡢࢽ࣮ࢬࢆᢕᥱࡋࠊࡑ
ࢀ࡟ྜࡗࡓ〇ရ㛤Ⓨࢆ⾜ࡗ࡚ࡁࡓࠋ୰ᅜ࡛ࡣኟሙࠊὙ℆ᶵࡢ኎ࢀ⾜ࡁࡀⴠࡕࡿ࡜࠸࠺⌧≧࠿ࡽࠊ୍㊊ࡢ㠐ୗࡔࡅ࡛ࡶὙ࠼ࡿὙ℆ᶵ࡜ࡋ࡚ࠊ1996 ᖺ ᑠᑠ⚄❺㸦The Mini MagicalChild㸹ᑠᆺࠊ㧗ຠ⋡ࠊప㦁㡢ࠊ┬Ỉࠊ┬࢚ࢿࠊ㍍㔞㸧ࢆ㛤Ⓨ࣭㈍኎ࡋࠊࡑࡢᚋࡶ 12 ✀ࡢ

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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⡿ࠊ࢔ࣇࣜ࢝ࠊ࢔ࢪ࢔࡞࡝ 68 ࢝ᅜ࡟㍺ฟࡋࠊ200 ୓ྎฟⲴࡍࡿࡲ࡛࡟࡞ࡗ࡚࠸ࡿ
㸦⚟⏣ 2011; Hang, Chen, et al.2010㸧ࠋࡇࡢࡼ࠺࡟ࠊ୰ᅜᆅሙ௻ᴗࡶࡑࢀࡒࢀࡢᙉࡳࢆά
࠿ࡋࠊ〇ရ㛤Ⓨࢆ⾜࠸ࠊᡂຌࢆ཰ࡵ࡚࠸ࡿࠋࡉࡽ࡟ࠊࢥࣥࢩ࣮࣐࣮ࣗྥࡅ〇ရ࡟࠾࠸࡚ࠊ
ᅜࡸᆅᇦࡈ࡜࡟ồࡵࡽࢀࡿࡶࡢࡀ㐪࠺࡜࠸࠺Ⅼ࡟ᑐᛂࡋࡁࢀࡎࠊࣃࢼࢯࢽࢵࢡࡣ㡑ᅜࡢࢧ࣒ࢫࣥ㟁Ꮚࡸ LG 㟁Ꮚ࡟ࡶ㐜ࢀࢆ࡜ࡗࡓ࡜ศᯒࡋ࡚࠸ࡿࠋ௒ᚋࡣࠊࣃࢼࢯࢽࢵࢡࡢᙉࡳ࡛
࠶ࡿࠊ┬࢚ࢿᢏ⾡ࡸ⌧ᆅࡈ࡜ࡢ࢝ࢫࢱ࣐࢖ࢬᛶ࡟ὀຊࡋ࡚࠸ࡃ࡜ࡋ࡚࠸ࡿ㸦ᩥ⸤᫓⛅
2012㸧ࠋ
 2012 ᖺ 2 ᭶ 3 ᪥ࡢࠕ཰┈ᙉ໬ࡢྲྀ⤌ࡳࠖ࡟ࡼࡿ࡜ࠊཝࡋ࠸⤒Ⴀ⎔ቃࡢ࡞࠿ࠊⓑ≀ᐙ㟁஦ᴗࡣᾏእᕷሙ࡟࠾࠸࡚ࠊ2 ࢣࢱᡂ㛗ࢆᐇ⌧ࡋࠊࡇࡢ⫼ᬒ࡟ࡣࠊࢢ࣮ࣟࣂࣝቑ㈍ࢆᨭ࠼ࡿ
ࣔࣀ࡙ࡃࡾᇶ┙ࡢᵓ⠏ࢆ㐍ࡵ࡚ࡁࡓࡇ࡜ࡀ࠶ࡿࠋ᪥ᮏࢆ୰ᚰ࡟ࠊ⎔ቃࢥ࢔ᢏ⾡ࢆ☻ࡁ࡞ࡀࡽࠊࢢ࣮ࣟࣂࣝඹ㏻ࡢࣉࣛࢵࢺࣇ࢛࣮࣒ࢆసࡾ࡞ࡀࡽࠊ୰ᅜࢆྵࡴୡ⏺ 10 ࣧᡤ࡟⏕ά◊✲ᣐⅬࢆタ⨨ࡋࠊ⌧ᆅᐦ╔ᆺࡢၟရ௻⏬ᶵ⬟ࡢᙉ໬࡞࡝࡟ྲྀࡾ⤌ࢇ࡛ࡁࡓࠋࡇࡢࡼ࠺࡞୍
㐃ࡢྲྀࡾ⤌ࡳ࡟ࡼࡾࠊ᪂⯆ᅜ࡛࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆᨷ␎ࡍࡿࡼ࠺࡞ၟရࢆḟࠎ࡟⏕ࡳฟࡍࡇ࡜ࡀ࡛ࡁ࡚࠸ࡿࠋࡉࡽ࡟ࠊOEM ㄪ㐩࡞࡝ࠊ⌧ᆅ࡟࠾࠸࡚ࡶ♫እࡢࣜࢯ࣮ࢫࢆ✚ᴟⓗ࡟ά⏝ࡋࠊ኱ᖜ࡞ࣛ࢖ࣥ࢔ࢵࣉᙉ໬ࡶᐇ⌧ࡋ࡚ࡁࡓࠋࡑࡢࡓࡵ࡟ࠊOEM ඛࡢࣔࣀ࡙ࡃࡾࡲ
࡛㋃ࡳ㎸ࡳࠊ㧗ရ㉁࡜ࢫࣆ࣮ࢹ࢕࡞ᕷሙᑟධࢆྠ᫬࡟㐩ᡂࡍࡿࡇ࡜ࡀ࡛ࡁ࡚࠸ࡿࠋ୍㒊ࡢᅜ࡛ඛ⾜ࡋ࡚࠸ࡿ㡑ᅜໃ࡜ࡢᕪࡶᛴ㏿࡟⦰ࡵࡿࡇ࡜ࡀ࡛ࡁ࡚࠸ࡿ࡜⪃࠼࡚࠸ࡿࠋࡇࡢࡼ࠺
࡞ᇶ┙ࡢඖࠊ᪂ࡓ࡞ᒎ㛤࡜ࡋ࡚ࠊࡲࡎ᪥ᮏ࡛ᡂຌࡋ࡚࠸ࡿࠕ࢚ࢥࢼࣅࠖࡢୡ⏺ᒎ㛤ࢆຍ㏿ࡋ࡚࠸ࡃࡇ࡜ࠊࡑࡋ࡚ࠊ㡑ᅜໃ࡟ࡣ࡞࠸⨾ᐜ࣭೺ᗣၟရࢆ඲ᆅᇦ࡛ᙉ໬ࡋࠊ≉࡟୰ᅜࢆࡣ
ࡌࡵ࢖ࣥࢻ࡞࡝ࡢ࢔ࢪ࢔࡛ “Panasonic Beauty㹼ᛁࡋࡅࢀࡤᛁࡋ࠸࡯࡝ࠊ⨾ࡋࡃ࡞ࡿ”ࡢࢺ࣮ࢱࣝᒎ㛤ࢆ㐍ࡵࠊ᪂ࡓ࡞㟂せࢆ๰㐀ࡋ࡚࠸ࡇ࠺࡜ࡋ࡚࠸ࡿࠋ2010 ᖺᗘ࡟ࡣࠊ඲ᅜ୺せ㒔ᕷࡢⓒ㈌ᗑࠊ㔞㈍ᗑࠊࢩࣙࢵࣆࣥࢢ࣮࡛ࣔࣝၟရࢆయឤࡍࡿࠕ⨾೺࣮ࣟࢻࢩࣙ࢘ࠖࢆ
200 ᅇ௨ୖᐇ᪋ࡋ࡚࠾ࡾࠊ୰ᅜ 13 ൨ேᕷሙ࡛ࠊ⨾ᐜ࣭೺ᗣᐙ㟁ࡢ‶㊊ᗘ No.1 ࡢࣈࣛࣥࢻ
ࢆ☜❧ࡋࡼ࠺࡜ࡋ࡚࠸ࡿࠋྲྀᢅᗑࡣⓒ㈌ᗑࠊ㔞㈍ᗑࢆ୰ᚰ࡟ 2010 ᖺᗘ࡛⣙ 3,600 ᗑ⯒࡛࠶ࡾࠊ2011 ᖺᗘ࡟ࡣ⣙ 5,000 ᗑ⯒࡟ᣑ኱ࡋࠊᗈ࿌ࡸᐉఏάື࡟ࡶὀຊࡋ࡚࠸ࡿ [[  ࣮࣒࣎ࣜࣗࢰ࣮ࣥ〇ရ⏕⏘ࡢࡓࡵࡢᡭἲ
ၟရࢥࣥࢭࣉࢺ
࣮࣒࣎ࣜࣗࢰ࣮ࣥྥࡅࡢ〇ရ࡜ࡋ࡚ࠊ2007 ᖺᗘࡢ V ࣉࣟࢲࢡࢺ㸦᪥ᮏࢆ୰ᚰ࡟ᒎ㛤ࡋ

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『中国経営管理研究』第10号

࡚ࡁࡓ௜ຍ౯್ၟရ㸧ࡢ᥎㐍࡟ຍ࠼ࠊ2008 ᖺᗘࡣࠕEM-WINࠖ㸦Emerging Market-Win㸧࡟ὀຊࡋ࡚࠸ࡃ࡜ࡋࡓࠋEM-WIN ၟရ࡜ࡣࠊ ᪂⯆ᕷሙྥࡅᕷሙ㐺᱁ၟရ࡛ࠊ⌧ᆅࡢ⊂⮬つ᱁ࡸ௙ᵝ࡟ᑐᛂࡋࠊゝㄒࠊᢏ⾡௙ᵝࠊ♫఍ⓗせㄳࢆ⪃៖ࡋࡓࠊ⌧ᆅࡢࣛ࢖ࣇࢫࢱ࢖ࣝ࡟
ᐦ╔ࡋࡓ᪂ࡋ࠸ᥦ᱌ࠊ⌧ᆅどⅬ࡛ࡢࠕඃࢀࡓࢹࢨ࢖ࣥࠖࠊ౯್ࡀホ౯ࡉࢀࡿ㐺ṇ࡞౯᱁ࢆᣢࡘࡼ࠺࡞ࠊ᪂⯆ᕷሙ࡛຾࡚ࡿࠕ≉ᚩࠖࢆᣢࡘၟရࡢࡇ࡜࡛࠶ࡿࠋලయⓗ࡟ࠊ୰ᅜࢆࡣࡌ
ࡵ࡜ࡍࡿ᪂⯆ᅜᕷሙ࡛ࠊࡑࡢᕷሙ≉ᛶࢆ⪃៖ࡋࡓ㟁Ꮚࣞࣥࢪࠊ࢚࢔ࢥࣥࠊὙ℆ᶵࠊCRTࢸࣞࣅࠊࢥ࣮ࢻࣞࢫ㟁ヰࠊࢻࣛ࢖࣮ࣖ࡞࡝࡛࠶ࡿࠋ2007 ᖺᗘࡢ 5 ࣔࢹ࡛ࣝ 43 ൨෇ࡢ኎ୖ
࠿ࡽ 2008 ᖺᗘ࡟ࡣ 49 ࣔࢹࣝࠊ200 ൨෇ࢆ┠ᶆ࡟ࡋ࡚࠸ࡿ [[L ࠋ࣮࣒࣎ࣜࣗࢰ࣮ࣥྥࡅࡔࡀࠊ
“ࡇࡔࢃࡾ”࡜“๭ࡾษࡾ”ࡢ࣓ࣜࣁࣜࢆࡘࡅࠊప౯᱁࡛ࡶࡑࢀ࡞ࡾ࡟Ⰻ࠸ࡶࡢࢆࡵࡊࡋ࡚࠸
ࡿࠋ ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢ〇ရ࡟࠾࠸࡚ࡶࠊ᪥⣔௻ᴗࡀᚑ᮶ᚓព࡜ࡍࡿ͆㧗ရ㉁࣭㧗௜ຍ౯್ࡢࡶࡢ࡙ࡃࡾ͇ࡀ࣮࣋ࢫ࡟࠶ࡿࡓࡵࠊᏳᚰ࣭Ᏻ඲࣭㧗ရ㉁࣭⎔ቃ࡟ࡸࡉࡋ࠸࣭࢚ࢥ/┬࢚ࢿ࡞࡝ࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥ࡟࠾ࡅࡿࣁ࢖࢚ࣥࢻᕷሙ୪ࡳࡢ㟂せ࡟ᑐᛂࡍࡿࡇ࡜ࡀྍ⬟࡛࠶ࡾࠊࡑࡇ࡟ࡶ᪥⣔௻ᴗࡢඃ఩ࡀࡲࡔ࠶ࡿ࡜࠸࠼ࡿࠋ

◊✲㛤Ⓨయไ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆ୰ᚰ࡜ࡋࡓࠊ⌧ᆅࡢ㟂せࢆᢕᥱࡍࡿࡓࡵ࡟ࠊᕷሙ࡛“୍␒ᾘ㈝⪅ࡀồࡵ࡚࠸ࡿၟရࢆ᥈ࡋฟࡍྲྀࡾ⤌ࡳ”࡜ࡋ࡚ࠊ୰ᅜᕷሙྥࡅࡢ〇ရࡢタィࡸ㛤Ⓨࠊ⏕⏘ࡣ୺࡟⌧ᆅࢆ୰ᚰ࡟⾜ࡗ࡚࠸ࡿࠋࡑࡢ୰ᚰ࡜࡞ࡿࡢࡀࠊ2005 ᖺ࡟ࡣ᪤࡟ୖᾏ࡟タ❧ࡉࢀ࡚࠸ࡓ୰ᅜ⏕ά◊✲ࢭࣥࢱ࣮࡛࠶ࡾࠊ⌧ᆅࡢࢽ࣮ࢬࢆⓗ☜࡟࡜ࡽ࠼࡞ࡀࡽࠊࣃࢼࢯࢽࢵࢡࡢ
୰ᅜྥࡅၟရࡢ௻⏬࣭ᥦ᱌ࡸ୰ᅜ㛵㐃᝟ሗࡢࣃࢼࢯࢽࢵࢡ඲♫࡬ࡢⓎಙ࡞࡝ࡢᙺ๭ࢆᯝࡓ
ࡋ࡚࠸ࡿࠋ2008 ᖺ᫬࡟ࡣ࣓ࣥࣂ࣮9 ேࡢ࠺ࡕ 8 ேࡀ୰ᅜே◊✲ဨ࡛ࠊゝㄒࡸᩥ໬ࡢ฼౽
ᛶࢆ⏕࠿ࡋࠊᚭᗏⓗ࡞ࣇ࢕࣮ࣝࢻㄪᰝࢆ⾜࠸ࠊ୰ᅜᅜෆࡢᆅᇦู≉ᛶࡢᢕᥱ࡟ດࡵࡓ㸦㧗ࠊኳ㔝ࠊ᪂Ꮿࠊၿᮏ 2008㸧ࠋࡑࡢᡂຌ౛࡜ࡋ࡚ࠊࢫ࣒ࣜ෭ⶶᗜࠊ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ၥㄪᰝ࡟ࡼࡾࠊࡑࢀࡲ࡛ࡢ᭱ᑠᖜ 60cm ࡢ෭ⶶᗜ࡛ࡣ
⣙ 3 ๭ࡀ࢟ࢵࢳࣥ࡟⨨ࡃࡇ࡜ࡀ࡛ࡁ࡚࠸࡞࠸ࡇ࡜ࢆཷࡅࠊ230 ࣜࢵࢺ࡛ࣝ 55cm ᖜࡢ෭ⶶᗜࢆ㛤Ⓨࡋࠊ㈍኎ᐇ⦼ࡣ 10 ಸ࡟ᣑ኱ࡋࡓࠋ

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ボリュームゾーンと日系企業戦略

Ὑ℆ᶵ࡟࠾࠸࡚ࡶࠊ኱Ẽởᰁ࡟ࡼࡗ࡚ởࢀࡓ⾰᭹࡜ୗ╔ࢆ୍⥴࡟Ὑ℆ࡋࡓࡃ࡞࠸࡜࠸࠺
ព㆑࠿ࡽࠊὙ℆ᶵࢆᡤ᭷ࡋ࡚࠸ࡿࡢ࡟⣙ 86%ࡢேࡀୗ╔ࢆᡭὙ࠸ࡋ࡚࠸ࡿᐇែࢆㄪᰝࡋ
ࡓࠋࡇࢀࢆཷࡅࠊ2007 ᖺ࡟ࠕග Ag 㝖⳦ຠᯝࠖࢆ㛤Ⓨࡋࠊ㧗ᶵ⬟Ὑ℆ᶵࡢศ㔝࡛ࢩ࢙࢔ࢆ୍Ẽ࡟ᣑ኱ࡋ࡚࠸ࡗࡓࠋࡲࡓࠊ୰ᅜே࡟⦕㉳ࡀⰋ࠸࡜ዲࡲࢀࡿ“㉥”Ⰽࢆ⅕㣤ჾࡸ㟁Ꮚࣞ
ࣥࢪࠊὙ℆ᶵ࡟ࡶ᥇⏝ࡋࠊᶆ‽ࣔࢹࣝ࡟ࡍࡿࡇ࡜୍࡛⯡࣮ࣘࢨ࣮ࡢ㉎ධ࡟ຍ࠼ࠊ៞஦ࡢ㉗ࡾ≀࡜ࡋ࡚ேẼࡀ࡛࡚࠸ࡿࠋ෭ⶶᗜࡣࠊ୰ᅜேࡀ༸ࢆከࡃ౑࠺ࡇ࡜࠿ࡽࡑࡢ཰⣡ࢫ࣮࣌ࢫࢆᣑ኱ࡋࡓࡾࠊ໬⢝ရ࡞࡝ࢆ෭ⶶᗜ࡟ಖ⟶ࡍࡿ⩦័࠿ࡽࡑࢀᑓ⏝ࡢࢫ࣮࣌ࢫࢆタࡅࡓࡾࡶࡋ࡚࠸ࡿࠋࡲࡓࠊ࢜ࢰࣥࡢຊࢆ౑ࡗ࡚㎰⸆ࢆ⁐࠿ࡍᶵ⬟ࡀᦚ㍕ࡉࢀࡓ෭ⶶᗜࡶ࠶ࡿࠋࡇࢀ
ࡣᯝ≀㔝⳯㓟⣲ಖㆤᢏ⾡࡟ࡼࡾࠊṧ␃㎰⸆ࢆῶࡽࡋࠊ෭ⶶᗜ࠿ࡽྲྀࡾฟࡋࡓᚋỈὙ࠸ࡍࢀࡤ㎰⸆ࢆ㝖ཤࡋࡸࡍ࠸࡜࠸࠺ࡶࡢ࡛࠶ࡿࠋࡇࡢࡼ࠺࡟ࠊ᪥ᮏ࠿ࡽࡢ〇ရ㛤Ⓨࡔࡅ࡛ࡣᛮ࠸
ࡶࡘ࠿࡞࠸ࡼ࠺࡞ࢽ࣮ࢬࢆ⌧ᆅࡢ⏕άࢭࣥࢱ࣮ࡢタ❧࡟ࡼࡾࠊᢕᥱࡍࡿࡇ࡜ࡀྍ⬟࡜࡞ࡾࠊࡼࡾ⌧ᆅࡢࢽ࣮ࢬ࡟㐺☜࡟ᛂ࠼ࡿࡇ࡜ࡀ࡛ࡁࠊࡑࢀࡀ☜ᐇ࡟㈍኎ᐇ⦼࡟ࡘ࡞ࡀࡗ࡚࠸ࡿ
㸦᪥⤒ࢺࣞࣥࢹ࢕ࢿࢵࢺ 2009㸧ࠋ
2009 ᖺ 6 ᭶࡟ࡣࠊ୰ᅜ࡟࢔ࣉࣛ࢖࢔ࣥࢫࡢ R&D ᣐⅬ࡜࡞ࡿࠕࣃࢼࢯࢽࢵࢡ HA R&Dࢭࣥࢱ࣮ᮺᕞ᭷㝈఍♫ࠖࢆタ❧ࡋࡓࠋඛ㐍ᅜྥࡅ㧗ᶵ⬟ၟရࢆࡲࡎసࡾࠊࡑࡢᗮ౯∧ࢆᬑཬ ၟ ရ ࡜ ࡋ ࡚ ᒎ 㛤 ࡍ ࡿ ࡜ ࠸ ࠺ ᚑ ᮶ ࡢ ࡸ ࡾ ࠿ ࡓ ࡣ ㏻ ⏝ ࡋ ࡞ ࠸ ࡜ ࠸ ࠺ ㄆ ㆑ ࣃ ࢼ ࢯ ࢽ ࢵ ࢡ
2009 ࡢࡶ࡜ࠊ⌧ᆅࢆ୍␒ࡼࡃ▱ࡿ⌧ᆅࡢேࡀ௻⏬࣭タィࢆ⾜࠸ࠊ᪥ᮏഃࡣࣈࣛࣥࢻᡓ␎
ࡸᢏ⾡ᨭ᥼࡞࡝࡛ᨭ࠼࡚࠸ࡃࡸࡾ᪉࡛㸦ࣃࢼࢯࢽࢵࢡ2009㸧ࠊ◊✲㛤Ⓨศ㔝ࡢ⌧ᆅ໬ࡢ᥎㐍ࡶ⾜ࡗ࡚࠸ࡿࠋ୰ᅜ࡛ࡣ⸽ᕞࡢ࢚࢔ࢥࣥ㛤ⓎᣐⅬ࡟⥆࠸࡚ 2 ࣧᡤ┠࡜࡞ࡿⓑ≀ᐙ㟁ࡢ
R&D ᣐⅬ࡜ࡋ࡚ࠊᮺᕞᕷ࡟ R&D ࢭࣥࢱ࣮ࢆタ⨨ࡋࠊ⌧ᆅ〇㐀ᣐⅬࡸୖᾏࡢ୰ᅜ⏕ά◊✲ࢭࣥࢱ࣮࡜ࡢ㐃ᦠࡶᙉ໬ࡍࡿࡇ࡜࡛ࠊᾘ㈝⪅ࡢ⏕άᐇែࢆ㋃ࡲ࠼ࡓၟရࡢ㛤Ⓨ࡜ᮦᩱ࣭ไᚚᢏ⾡ࡢ⌧ᆅ໬ࡸᶆ‽໬ࢆ㏻ࡌࠊၟရຊࡸࢥࢫࢺຊࢆᙉ໬ࡋ㸦ࣃࢼࢯࢽࢵࢡ2009㸧ࠊᕷሙ࡟ᐦ╔ࡋࡓ◊✲㛤Ⓨࡢ᥎㐍࡟ࡼࡾࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥᨷ␎ࢆ୰ᚰ࡟୰ᅜᕷሙ࡛ࡢၟရ
ຊࢆᙉ໬ࡍࡿ࡜࡜ࡶ࡟ࠊ࢔ࣉࣛ࢖࢔ࣥࢫ஦ᴗࡢࢢ࣮ࣟࣂࣝᒎ㛤ࢆᨭ࠼ࡿᙺ๭ࡶᯝࡓࡋ࡚࠸
ࡿࠋ2005 ᖺ࡟タ❧ࡋࡓࠊࠕ୰ᅜ⏕ά◊✲ࢭࣥࢱ࣮ࠖࡸ୰ᅜᅜෆࡢ኱Ꮫࠊ◊✲ᶵ㛵࡜㐃ᦠࡋ࡞ࡀࡽࠊ⌧ᆅࡢᾘ㈝⪅ࡢ⏕άᐇែࢆ㋃ࡲ࠼ࡓ୰ᅜᕷሙ࡛ồࡵࡽࢀࡿప౯᱁ⓑ≀ᐙ㟁ࡢ◊✲࣭㛤Ⓨ࡟ྲྀࡾ⤌ࢇ࡛࠸ࡿ [[LL ࠋࡲࡓࠊୡ⏺ྛᆅ࡟࠾ࡅࡿ⏕ά◊✲ࡢᣐⅬ࡟ຍ࠼ࠊᮏ♫࡟ࠕࢢ࣮ࣟࣂࣝࢥࣥࢩ࣮࣐ࣗࣜࢧ
࣮ࢳࢭࣥࢱ࣮ࠖࢆタ⨨ࡋࠊࢢ࣮ࣝࣉ඲య࡜ࡋ࡚ࡢᶵ⬟ᙉ໬ࢆᅗࢁ࠺࡜ࡋ࡚࠸ࡿࠋࡇࡢࡼ࠺
࡟ࠊ⏕ά◊✲ᙉ໬ࢆࡶ࡜࡟ࠊୡ⏺ྛᆅ࡛ࣔࣀ࡙ࡃࡾ࡟࢖ࣀ࣮࣋ࢩࣙࣥࢆ㉳ࡇࡋࠊ᪂ࡓ࡞ᕷ

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『中国経営管理研究』第10号

ሙࢆ๰ࡿࠕ࣮࣒࣎ࣜࣗࢰ࣮ࣥၟရࠖࢆ㛤Ⓨ࣭〇㐀ࡋ࡚࠸ࡃ᪉㔪ࢆ♧ࡋ࡚࠸ࡿࠋࡇࡢ࣎ࣜࣗ
࣮࣒ࢰ࣮ࣥྥࡅၟရࡢᡂຌ౛ࡢ୍ࡘࡀࠊ୰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⌧ࡍࡿࡇ࡜ࡀ࡛ࡁ࡚࠸ࡿࠋࡇࡢࡼ࠺࡞࣮࣒࣎ࣜࣗࢰ࣮ࣥၟရࡢ኎ୖࢆ 2012 ᖺᗘ࡟ࡣࠊ1 ඙෇つᶍ࡟ᣑ኱ࡍࡿࡇ࡜ࢆ┠ᶆ࡟ࡋ࡚࠸ࡿࠋ
ࡉࡽ࡟ࠊ2012 ᖺ࡟ࡣࠊࢢ࣮ࣟࣂࣝࢥࣥࢩ࣮࣐࣮࣐࣮ࣗࢣࢸ࢕ࣥࢢ㒊㛛㸦௨ୗࠊGCM 㒊㛛㸧ࡀタ❧ࡉࢀࡓࠋࡇࡢ GCM 㒊㛛ࡣࠊAVC ࢿࢵࢺ࣮࣡ࢡ♫ࠊ࢔ࣉࣛ࢖࢔ࣥࢫ♫ࡢ 2 ࡘࡢࢻ࣓࢖ࣥ఍♫࡛㛤Ⓨ࣭〇㐀ࡀ⾜ࢃࢀࡓࢥࣥࢩ࣮࣐࣮ࣗ஦ᴗศ㔝࡟࠾ࡅࡿୡ⏺୰ࡢ࣐࣮ࢣࢸ
࢕ࣥࢢ࣭㈍኎࣭ࢧ࣮ࣅࢫࢆ୍ඖⓗ࡟⾜࠺⤌⧊࡜ࡋ࡚ࠊၟရ⩌ู㈍኎యไࡢᙉ໬࡟ࡼࡿ㈍኎
ᣑ኱࡜ᴗົຠ⋡໬࡟ࡼࡿ⏕⏘ᛶࢆྥୖࡉࡏࡏࡿࡇ࡜ࡀ┠ⓗ࡛࠶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ࡵࡿ㸧ࢆ᥎ࡋ㐍ࡵ࡚࠸ࡃ࡜ࡋ࡚࠸ࡿ㸦Panasonic 2012; Panasonic IR DAY 2012㸧 xxiii ࠋࡇࡢ GCM 㒊㛛ࡢᡂᯝࡣࠊヨ⾜ẁ㝵࡛ࡍ࡛࡟ฟ࡚࠸ࡿࠋࡑࡢ౛࡜ࡋ࡚ࠊ2011 ᖺ 4 ᭶࡟
୰ᅜ࡛㈍኎ࡋࡓ࣐࢖ࢥࣥ⅕㣤ჾࡀ࠶ࡿࠋ࣐࢖ࢥࣥ⅕㣤ჾࡣࠊࡶ࡜ࡶ࡜୰ᅜྥࡅ࡟㛤Ⓨࡋࡓ〇ရ࡛࠶ࡾࠊྠࡌ⟂య࡛ 26 ࢝ᅜ࡟ᒎ㛤ࡋࠊィ⏬࡟ᑐࡋ࡚ 3 ๭ቑࡢ㈍኎ྎᩘࢆグ㘓ࡋࠊᡂຌࡋ࡚࠸ࡿࠋࡇࡢ⅕㣤ჾࡣࠊࣇࣟࣥࢺࣃࢿࣝࡢ 4 ࡘࡢ࣎ࢱࣥࡢ࠺ࡕࠊࠕᶆ‽ⓑ⡿ࠖࠊࠕⓑ⡿ᛌ㏿㸭⵨ࡋࠖࠊࠕ࠾⢛㸭ࢫ࣮ࣉࠖࢆᇶᮏ࡟ࠊ୰ᅜྥࡅ࡟ࡣࠕ㞧⅕ࠖࠊ࢔ࢪ࢔ྥࡅ࡟ࡣࠕ⋞⡿ࠖ࡜ࡋࠊ࣐࢖ࢥ࡛ࣥ⅕ࡁ᪉ࢆไᚚࡍࡿࡇ࡜࡛ࠊࡑࡢᆅᇦ࡟᭱㐺໬ࡋࡓၟရ໬ࢆᐇ⌧ࡋࡓࡢ࡛࠶ࡿࠋࡲࡓࠊ୰ᅜࡔࡅ࡛࡞ࡃࠊᕷሙࢆᶓ᩿ࡋ࡚኱㔞⏕⏘ࢆࡋࡓࡇ࡜࡛ࠊ53 ࢻࣝ࡜࠸࠺ప
౯᱁࡛࣡ࣥࣛࣥࢡୗࡢ⅕㣤ჾࡢ౯᱁ࢆᐇ⌧ࡍࡿࡇ࡜ࡀ࡛ࡁ࡚࠸ࡿࠋ௒ᚋࡇࡢ⅕㣤ჾࡣ᪥ᮏ࡛ᒎ㛤ࡍࡿィ⏬ࡶ࠶ࡿ࡜࠸࠺㸦኱Ἑཎ 2012㸧ࠋࡇࡢࡼ࠺࡟ࠊ࢔ࢵࣉࢢ࣮ࣞࢻᡓ␎ⓗ࡞〇ရࡢ㛤Ⓨࡶ GCM 㒊㛛ࢆ㏻ࡋ࡚௒ᚋࡶ⾜ࢃࢀ࡚࠸ࡃࡇ࡜ࡀぢ㎸ࡲࢀࡿࠋ ⏕⏘㠃 ࢖ࢱࢥࢼάື ⏕⏘㠃࡟࠾࠸࡚ࡣࠊࢲ࢘ࣥࢢ࣮ࣞࢻᡓ␎࡟ᇶ࡙ࡁࠊపࢥࢫࢺ໬ࡢࡓࡵ࡟ࠊࣁ࢖࢚ࣥࢻ≉໬࢔ࣉ࣮ࣟࢳࡢᵝ࡟㍺ධ࡟ࡼࡿࡶࡢ࡛ࡣ࡞ࡃࠊ⏕⏘ᣐⅬࢆ⌧ᆅ࡟タࡅ࡚࠸ࡿࠋ⌧ᆅࡢᣐⅬ࡟࠾࠸࡚ࠊࠕ࢖ࢱࢥࢼࠖάື࡟ࡼࡗ࡚ࠊ㒊ရࡢప౯᱁ࡸ⌧ᆅㄪ㐩ࢆ⾜ࡗ࡚࠸ࡿࠋࠕ࢖ࢱࢥࢼࠖ

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ボリュームゾーンと日系企業戦略άື࡜ࡣࠊᯈࡸ⢊࡜࠸࠺※ὶࡲ࡛㐳ࡗ࡚ࠊᐇ⾜ࡍࡿཎ౯పῶάື࡛࠶ࡾࠊࠕ࢖ࢱࢥࢼάື
ࡣࠊ2006 ᖺ࡟኱ࡁ࡞⪃࠼᪉ࢆࡲ࡜ࡵࠊ2007 ᖺᗘ࠿ࡽ V ၟရࡢ୍㒊࡟ᒎ㛤ࡋࠊ2008 ᖺᗘ࡟ᾏእࡢ୍㒊ၟရ࡟ᗈࡆࡿࡇ࡜ࡀ࡛ࡁࡓࠋᮏ᱁ⓗ࡞඲♫ᒎ㛤ࡣࡇࢀ࠿ࡽࡔ࡜࠸࠼ࡿࠋ࢖ࢱ
ࢥࢼ࡛≺ࡗࡓࡢࡣࠊࣔࣀ࡙ࡃࡾࡢᮏ㉁࡟࠾࠸࡚ࠊᨵ㠉ࢆ㉳ࡇࡍࡇ࡜ࠋ࣮࣒࣎ࣜࣗࢰ࣮ࣥ࡜
࢖ࢱࢥࢼࡢάືࢆ࣑ࢵࢡࢫࡉࡏࠊ᪂⯆ᅜ୍࡛␒ᾘ㈝⪅ࡀồࡵ࡚࠸ࡿၟရࢆ᥈ࡋฟࡍࠖ ኱ᆤඖ♫㛗 xxiv ࡜ࡋ࡚࠸ࡿࠋࡇࢀࡣࠊ⣽࠿࠸㒊ศ࡟ࡲ࡛ࢥࢫࢺᨵၿࢆຍ࠼ࡿάື࡛࠶ࡾࠊ
ࡑࢀࡔࡅࡢάື࡟㝗ࡾࡍࡂࡿ࡜ࠊ๐ῶព㆑ࡤ࠿ࡾࡀඛ⾜ࡋࠊ᪂ࡓ࡞ࡶࡢࢆ๰ฟࡍࡿ࡜࠸࠺
άື࡜┦཯ࡍࡿ༴㝤ᛶࡶ࠶ࡿࠋ࢖ࢱࢥࢼάືࡢᡂᯝࢆࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢၟရ࡟⤖ࡧࡘࡅࡿࡇ࡜ࡀ࡛ࡁࢀࡤࠊ࢖ࢱࢥࢼάືࢆࢫ࣒࣮ࢬ࡟᪂ၟရ㛤Ⓨ࡟ࡘ࡞ࡆࡿࡇ࡜ࡀ࡛ࡁࡿࠋ

 ⏕⏘㠃 㒊ရࡢᶆ‽໬ࠊ᱆㐪࠸ရ㉁άື ⏕⏘㠃࡟࠾࠸࡚ࡣࠊࡉࡽ࡞ࡿࢥࢫࢺపῶࢆ┠ⓗ࡜ࡋࡓ͆㒊ရࡢᶆ‽໬͇࡟ࡶྲྀࡾ⤌ࢇ࡛࠸ࡿࠋࡑࡢ୍ࡘ࡟ࠊࠕ᱆㐪࠸ရ㉁ࠖάືࡀ࠶ࡿࠋࡇࢀࡣࠊ2007 ᖺᗘ࠿ࡽ QFC(Customer
Quality Firstࠋࠕ࠾ᐈᵝ➨୍ࠖ㸩ࠕရ㉁➨୍ࠖ)άືࡢ୍⎔࡜ࡋ࡚ࠊ2012 ᖺ࡟ྥࡅၟရရ㉁ࣞ࣋ࣝࢆࢲࣥࢺࢶ࡟ୖࡆࡿࡓࡵ࡟ࢫࢱ࣮ࢺࡉࡏࡓࡶࡢ࡛࠶ࡿࠋ┠ᶆ࡜ࡍࡿࡢࡣࠊ඲♫ࡢከᵝ࡞ၟရ⩌ࡢရ㉁ࢺࣛࣈࣝࢆ᱆㐪࠸࡟ୗࡆࡿࡇ࡜࡛ࠊࠕၟရᏳ඲ࠖࢆ㔜どࡋ࡚ࠊᏳ඲ရ㉁ၥ㢟ࡢࢮࣟ໬ࢆࡵࡊࡍ࡜࡜ࡶ࡟ࠊ㢳ᐈࡢኌ࡟⪥ࢆഴࡅࠊ㢳ᐈ࡟㑅ࢇ࡛ࡶࡽ࠺ࡓࡵࡢࠕ຾ࡘ
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 ࣃࢼࢯࢽࢵࢡ࣭୓ᐆ $3 ࣅ࣮ࣗࢸ࢕࣭ࣜࣅࣥࢢ ᗈᕞ ᭷㝈බྖࡢ஦౛
ࡇࡇ࡛ࡣࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥྥࡅ〇ရࢆ〇㐀ࡋ࡚࠾ࡾࠊ௒ᚋ୰ᅜᕷሙ࡛ὀຊࡋ࡚࠸ࡃ࡜
ࡋ࡚࠸ࡿ“Panasonic Beauty”〇ရࡢ〇㐀ࢆ⾜ࡗ࡚࠸ࡿࣃࢼࢯࢽࢵࢡ୓ᐆࣅ࣮ࣗࢸ࢕ࣜࣅࣥ
ࢢ㸦ᗈᕞ㸧ࡢ஦౛ࢆ⤂௓ࡍࡿࠋ͆ࣃ࣮ࢯࢼࣝၟရ͇࡛࠶ࡿ೺ᗣ⨾ᐜᐙ㟁ࡢศ㔝ࡣࠊఫᏯ✵㛫㸦ⓑ≀ᐙ㟁㸧࡜సࡾ᪉ࡸ኎ࡾ᪉ࡀ␗࡞ࡿࡀࠊࢥ࢔஦ᴗ࡟ࡣ࡞ࡽ࡞࠸ࡀ㧗཰┈ࢆᐇ⌧ࡉࡏࡿྍ⬟ᛶࡀ࠶ࡿ࡜ᮇᚅࡉࢀࡿศ㔝࡛࠶ࡿ㸦ᩥ⸤᫓⛅ 2012㸧ࠋࣃࢼࢯࢽࢵࢡ࣭୓ᐆ AP ࣅ࣮ࣗࢸ࢕࣭ࣜࣅࣥࢢ㸦ᗈᕞ㸧ࡣࠊᗈᮾ┬ᗈᕞᕷ␒⚸༊ᕷᗈ㊰୓ᐆᇶᆅࡢᗈᕞ⤒῭ᢏ⾡㛤Ⓨ༊ෆ࡟❧ᆅࡋࠊ1993 ᖺ 12 ᭶࡟タ❧ࡋࠊ1995 ᖺ 3 ᭶࠿ࡽ᧯ᴗࢆ㛤ጞࡋ࡚࠸ࡿࠋࣃࢼࢯࢽࢵࢡ୓ᐆࣅ࣮ࣗࢸ࢕ࣜࣅࣥࢢ㸦ᗈᕞ㸧ࡣࠊᙜึ࣓ࣥࢬࢩ࢙࣮

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『中国経営管理研究』第10号

ࣂ࣮ᕤሙ࡜ࡋ࡚ࢫࢱ࣮ࢺࡋࠊࡑࡢᚋ᪥ᮏ࠿ࡽࡢ⏕⏘⛣⟶ࠊSKD ⏕⏘(Semi Knock-Down ⤌❧)࡟ࡼࡗ࡚࢔࢖ࢸ࣒ࡀቑຍࡋ࡚࠸ࡗࡓࠋ
2011 ᖺ⌧ᅾࠊ୺࡞〇ရࡣࠊ୰ᅜᕷሙࢩ࢙࢔ࡢྎᩘ࣮࣋ࢫ࡛ 12㸣ࠊ㔠㢠࣮࣋ࢫ࡛ 15㸣ࢆ༨ࡵࡿ࣓ࣥࢬࢩ࢙࣮ࣂ࣮ࢆࡣࡌࡵࠊ࣊࢔ࢻࣛ࢖࣮ࣖࠊࣞࢹ࢕ࢩ࢙࣮ࣂ࣮࣭⬺ẟჾࠊࣂࣜ࢝
࣭ࣥ࢝ࢵࢱ࣮ࠊ⨾ᐜၟရ࡞࡝ࡀ࠶ࡾࠊ≉࡟࣏ࢣࢵࢺࢻࣝࢶ㸦ࣁࣈࣛࢩ㸧ࡢ኎ୖࡀ㏆ᖺࡣዲㄪ࡛࠶ࡿࠋ౛࠼ࡤࠊ࣓ࣥࢬࢩ࢙࣮ࣂ࣮࡛ࡣ 100 ඖࠊࢻࣛ࢖࣮࡛ࣖࡣ 59㹼69 ඖࢆᬑཬ౯᱁
ᖏ࡜ࡋ࡚ࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥ࡜ࡋ࡚ᤊ࠼࡚࠸ࡿࠋ࠸ࡎࢀࡶࠊࣇ࢕ࣜࢵࣉࢫࠊࣈࣛ࢘ࣥࠊ
FLYCO ࡞࡝ࢢ࣮ࣟࣂࣝ௻ᴗࡸ୰ᅜᆅሙ௻ᴗ࡜ࡢ➇தࡀ⃭ࡋࡃ࡞ࡗ࡚࠸ࡿࡀࠊ࣓ࣥࢬࢩ࢙
࣮ࣂ࣮࡛ࡣ㧗࠸ᕷሙࢩ࢙࢔ࢆ༨ࡵ࡚࠸ࡿࠋࢫࢳ࣮࣐ࡶ኎ࢀጞࡵ࡚࠸ࡿࠋ〇ရࡢฟⲴඛ࡜ࡋ
࡚ࡣࠊ᪥ᮏ࡬ࡢ㍺ฟࡀ⣙ 3 ๭࡛༙〇ရࢆࣃࢼࢯࢽࢵࢡ AWM ᮏ㒊ࢆ㏻ࡌ࡚඲ᅜᕷሙ࡬㈍኎
ࡍࡿᙧࢆ࡜ࡗ࡚࠸ࡿࠋ⣙ 4 ๭ࡣࠊ㤶ᯇୗ㟁ᕤ᭷㝈බྖ㸦ၟ♫㸧ࢆ㏻ࡋ࡚ୡ⏺ 50 ࢝ᅜ࡬㈍኎ࠊ㍺ฟࡋ࡚࠸ࡿ㸦ࢻࣛ࢖࣮ࣖࡣ୰ᅜᅜෆ㈍኎ࡢࡳ㸧ࠋࡑࡢ௚ࡢ⣙ 3 ๭ࡀ୰ᅜᅜෆᕷሙ
ྥࡅ࡛࠶ࡾࠊ௦⌮ᗑ⤒⏤ฟⲴ࡜┤᥋ᑠ኎ᗑ࡬ࡢฟⲴࡣ࡯ࡰྠࡌ๭ྜ࡛⾜ࡗ࡚࠸ࡿࠋࡲࡓࠊ
௒ᚋࡢᡂ㛗ᡓ␎࡜ࡋ࡚ࡣࠊ⏕⏘⬟ຊࢆ 2 ಸ࡟ᣑ኱ࡋࠊḢᕞྥࡅ࡜ࠊ୺࡟୰ᅜࡢᅜෆෆ㟂ࢆ୰ᚰ࡟ࡋ࡚࠸ࡃࡇ࡜࠿ࡽࡶࠊ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥᕷሙྥࡅ࡛⏕ࡁṧࡿᡓ␎࡟ὀຊࡋ࡚࠸
ࡃࡇ࡜ࡀண᝿ࡉࢀࡿࠋ
᪂ၟရࡢ㛤Ⓨ࣭࣮࣒࣎ࣜࣗࢰ࣮ࣥᡓ␎࡜ࡋ࡚ࡣࠊ᪥ᮏ࡛ࡣࠊࣃࢼࢯࢽࢵࢡ୓ᐆࣅ࣮ࣗࢸ
࢕ࣜࣅࣥࢢ㸦ᗈᕞ㸧࡜ྠࡌ〇ရࢆ〇㐀ࡋ࡚࠸࡞࠸ࡓࡵࠊࢢ࣮ࣟࣂࣝၟရࡣࠊ᪥ᮏ࡛タィࡍࡿࡀࠊ୰ᅜ࠿ࡽฟᙇ࡜࠸࠺ᙧ࡛ඹྠ㛤Ⓨࢆ࠾ࡇ࡞࠸ࠊ௚᪉ࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆྵࡵࡓ୰
ᅜྥࡅࡣࣃࢼࢯࢽࢵࢡ୓ᐆࣅ࣮ࣗࢸ࢕ࣜࣅࣥࢢ㸦ᗈᕞ㸧ࡀタィ㛤Ⓨࢆ⾜࠺ᙧࢆ࡜ࡗ࡚࠸ࡿࠋ
ࡑ࠺ࡋࡓ࣮࣒࣎ࣜࣗࢰ࣮ࣥ〇ရࡢ〇㐀ࢆᨭ࠼ࡿ⏕⏘⟶⌮㠃࡛ࡣࠊᕷሙࡢࢽ࣮ࢬ࡟ᑐᛂࡍ࡭
ࡃࠊ୰ᅜࣃࢼࢯࢽࢵࢡࠊ᪥ᮏࣃࢼࢯࢽࢵࢡ࡞࡝ࢢ࣮ࣟࣂࣝ㈍♫࠿ࡽࡢ᝟ሗ࡟ᇶ࡙ࡁࠊ⏕⏘ィ⏬ࢆసᡂࡋࠊฟⲴィ⏬࠿ࡽ㏫⟬ࡋ࡚ࠊ᪥ࠎࡢ⏕⏘ࢫࢣࢪ࣮ࣗࣝࢆタᐃࡋ࡚࠸ࡿࠋ
࣮࣒࣎ࣜࣗࢰ࣮ࣥྥࡅࡢ〇㐀࡟㛵ࡋ࡚ࡣࠊ࠸࠿࡟ࢥࢫࢺࢆᢚ࠼ࠊప౯᱁࡞〇ရࢆసࡾฟ
ࡍ࠿ࡀ኱ࡁ࡞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࠸ࡇ࡜ࡶ࠶ࡾࠊ༙⮬ື໬࡟࡞ࡗ࡚࠸ࡿࠋࡓࡔࠊ⤌❧ᕤ⛬ࡣࠊࢭࣝ᪉ᘧࡀ᥇⏝ࡉࢀ࡚࠸ࡿࠋ≉࡟ࠊࢯ࢖࢚ࡢ⤌❧ࣛ࢖ࣥࡣ࡯ࡰேᡭ࡛ࠊ୺࡟ዪᛶసᴗ⪅࡟ࡼࡗ࡚⾜ࢃࢀ࡚࠸ࡿࠋ㒊ရⅬᩘࡀከ࠸ࡓࡵࠊ⮬ື໬ࡣ㞴ࡋ࠸࡜࠸࠺ࠋࡋ࠿ࡋࠊ඲య࡜ࡋ࡚
ࡣ⮬ື໬ࡢ᪉ྥࢆ㐍ࡵ࡚࠾ࡾࠊ⮬ື໬ࡢ࣓ࣜࢵࢺࢆாཷࡍࡿࡔࡅࡢ⏕⏘࣮࣒࣎ࣜࣗࡣ࠶ࡿ

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ボリュームゾーンと日系企業戦略࡜ࡳ࡚࠸ࡿࠋࡲࡓࠊ㒊ရࡢㄪ㐩ࡣࠊ୺࡟⌧ᆅࡢ᪥⣔௻ᴗ࠿ࡽ࡟ࡼࡿࡶࡢ࡛࠶ࡿࡀࠊ౛࠼ࡤࠊ
ࢩ࢙࣮ࣂ࣮ࡢ⌧ᆅㄪ㐩⋡ࡣ࣮ࣟ࢝ࣝ௻ᴗࡶྵࡵ㧗࠸Ỉ‽࡛࠶ࡿࠋࠕ࢖ࢱࢥࢼάືࠖ࡟ࡶྲྀ
ࡾ⤌ࢇ࡛࠾ࡾࠊᕝୖࡲ࡛ᐇ᪋ࡋࠊࢥࢫࢺ๐ῶ࡟ྲྀࡾ⤌ࢇ࡛࠸ࡿࠋ
ࡇࡢࡼ࠺࡟ࢥࢫࢺࢆᢚ࠼ࠊప౯᱁࡞〇ရࢆసࡾฟࡍດຊࡀ㐍ࡵࡽࢀ࡚࠸ࡿࡀࠊྠ᫬࡟ࠊ
ᚑ᮶ࡢ͆㧗ရ㉁࣭㧗௜ຍ౯್͇ࡢ୍㠃ࡢ⥔ᣢࡶᅗࡽࢀ࡚࠸ࡿࠋ୍ࡘࡣࠊရ㉁⟶⌮㠃࡛ࠊࠕ᱆㐪࠸ရ㉁ࠖάື࡟ྲྀࡾ⤌ࢇ࡛࠸ࡿࠋࡑࡋ࡚ࠊࡑࡢ⤖ᯝ࡜ࡋ࡚඲ᕤ⛬୙Ⰻ⋡ࡢపῶࡀ㧗࠸Ỉ‽࡛㐩ᡂࡉࢀ࡚࠸ࡿࠋ࣮࣒࣎ࣜࣗࢰ࣮ࣥ〇ရࡢࡶࡢ࡙ࡃࡾࢆᨭ࠼ࡿ࠺࠼࡛㔜せ࡞ࡢࡣࠊ͆ே͇࡛࠶ࡿࡀࠊᚑᴗဨ xxv ࡣࠊ඲♫࡛⣙ 3000 ྡࢆ᧦ࡋ࡚࠸ࡿࠋࡇࡢ඲♫ဨࢆ 3 ࡘࡢ࢝ࢸࢦ࣮ࣜࠊ㸦1㸧ࢫࢱࢵࣇᶵ⬟㸩⫋⌜㛗㸦┤᥋ᕤࢆ㝖ࡃ㸧ࠊ㸦2㸧ṇ♫ဨᕤࠊ㸦3㸧⮫᫬ᕤ࡟ศ㢮ࡋ࡚࠸ࡿࠋ㸦1㸧ࡣ๰ᴗ௨᮶ࠊ⏕⏘㈍኎ࡢቑຍศ࡯࡝ࡣቑຍࡋ࡚࠾ࡽࡎࠊ2006 ᖺᗘ࠿ࡽ㔜Ⅼᙉ໬㒊㛛࡛ேဨ⿵ᙉࢆ⾜ࡗ࡚࠸ࡿ⌧≧࡛࠶ࡿࠋ㸦2㸧ࡣࠊᮇ㛫ᢏ⬟ᕤ࡜ࡋ࡚ࠊ㧗ࢫ࢟ࣝࢆ┠ᣦࡋࠊປົὴ㐵ࡢࢺࢵࣉࢡࣛࢫࢆṇ♫ဨ࡟Ⓩ⏝ࡋ࡚࠸ࡿࠋᇶᮏⓗ࡟㏥⫋⿵඘ࡢᙧࢆ࡜
ࡗ࡚࠸ࡿࠋ㸦3㸧ࡣࠊ2001 ᖺࡼࡾᐇ⩦⏕ไᗘࢆᑟධࡋࠊ⏕⏘ࡢቑຍ࡟ᑐࡋ࡚ᐇ⩦⏕࡛ᑐᛂࡋ࡚ࡺࡃࠋࡇࢀ࡟ࡼࡾࠊᏘ⠇ኚື࡟ࡶேဨㄪᩚ࡛ᰂ㌾࡟ᑐᛂ࡛ࡁࡿ࡜ࡋ࡚࠸ࡿࠋࡲࡓࠊປ
ാዎ⣙ἲᨵṇ࡟ࡼࡾࠊዎ⣙ࡣ 1 ᖺ௨ෆ࡛ࠊᨻᗓ㏻㐩࡟ࡼࡾ 2 ᖺ┠௨㝆ࡣὴ㐵♫ဨᢅ࠸࡟ኚ
᭦࡟࡞ࡿࠋᐇ⩦⏕࡟ᑐࡍࡿᵓᡂẚࡸṧᴗไ㝈࡞࡝ࡢつไ࡟ࡼࡾࠊປົὴ㐵ᕤ࡬ࡢษࡾ᭰࠼
࡞࡝ࡶ⾜ࢃࢀ࡚࠸ࡿࠋ
ᚑᴗဨࡢฟ㌟ᆅᇦࢆࡳࡿ࡜ࠊᗈᕞฟ㌟⪅ࡣ㞟ࡲࡾ࡟ࡃ࠸࡜࠸࠺⌧≧ࡀ࠶ࡿࡀࠊࡑࢀ࡛ࡶ
⣙༙ᩘࡀᗈᮾ┬ࡢฟ㌟࡛࠶ࡿࠋࡑࡢ௚ࠊᇦእࡢฟ㌟⪅ࡢ࣮࣮࣡࢝ࡢከࡃࡣ†༡ࠊᗈすࠊ†໭ࡸᡂ㒔ࢆ୰ᚰ࡜ࡋࡓෆ㝣㒊࠿ࡽࡢฟ✌ࡂ࡛࠶ࡿࡀࠊ᭱㏆ࡣᆅඖ࡬ᖐࡿືࡁࡶฟ࡚࠸ࡿࠋ㈤㔠Ỉ‽࠿ࡽࡳ࡚ࡶࠊᗈᕞ࿘㎶ࡣ 1100 ඖ/᭶࡛࠶ࡿࡢ࡟ᑐࡋࠊ῝ᆆࡣ 1350 ඖ/᭶ࡀᖹᆒ࡜
࡞ࡗ࡚࠸ࡿࡓࡵࠊ῝ᆆ࡟⛣ࡿ࠿ࠊෆ㝣࡟ᡠࡿ࠿ࢆ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⫋ሙࡢάᛶ໬ࢆᅗࡿ࡜࠸࠺ᇶᮏ᪉㔪ࡢୗࠊ඲♫࡜ᕤሙࡈ࡜࡟ᖿ஦ࡸ஦ົᒁࢆタࡅ࡚άືࡍࡿࡶࡢࢆ⌜㛗࡜⫋㛗ྥࡅ࡟ᐇ᪋ࡍࡿ࡞࡝ࡋ
࡚࠸ࡿࠋ඲య࡜ࡋ࡚ࡣࠊ௒ᚋࠊ୰ᅜᕷሙྥࡅࠊ≉࡟୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥ〇ရࡢ〇㐀࡟ྥࡅࠊேᮦࡢ⫱ᡂ࡜ᶵ⬟㒊ရࡢ⮬ື໬࡟ຍ࠼ࠊ㒊ရࡢෆ〇໬⋡ࡢྥୖࠊ㒊ရ⌧ᆅㄪ㐩⋡ࡢྥୖࢆ㏻ࡌࡓ㒊ရࡢ⌧ᆅ໬ࡀ኱ࡁ࡞ㄢ㢟࡜ࡉࢀ࡚࠸ࡿࠋ

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『中国経営管理研究』第10号

㸬ࣃࢼࢯࢽࢵࢡ஦౛ࡢᑠᣓ ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥᕷሙࡢᨷ␎ࢆ┠ᣦࡍ࡜ࡁࠊ୍⯡ⓗ࡟᪥⣔〇㐀ᴗ࡛᥇⏝ࡉࢀ࡚࠸ࡿ
࡜ࢲ࢘ࣥࢢ࣮ࣞࢻᡓ␎ࡢ௦⾲ⓗ࡞஦౛࡜ࡋ࡚ࠊࣃࢼࢯࢽࢵࢡࢆ᳨ウ࣭ศᯒࡋࡓࠋࣃࢼࢯࢽ
ࢵࢡ࡛ࡣࠊᚑ᮶ࡢࣁ࢖࢚ࣥࢻࡲࡓࡣඛ㐍ᅜᕷሙࢆࢱ࣮ࢤࢵࢺ࡜ࡋࡓᚑ᮶ࡢࣁ࢖࢚ࣥࢻ≉໬ᡓ␎࠿ࡽࠊࢲ࢘ࣥࢢ࣮ࣞࢻࡉࡏ࡚࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆࢱ࣮ࢤࢵࢺ࡜ࡍࡿ͆ࢲ࢘ࣥࢢ࣮ࣞࢻ
ᡓ␎͇ࢆ᥇⏝ࡋࠊ௒ᚋᣑ኱ࡋ࡚ࡺࡃ࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆᨷ␎ࡍࡿ᪉㔪ࡀࡳ࡚࡜ࢀࡓࠋࡑࡋ
࡚ࠊࣃࢼࢯࢽࢵࢡ࣭୓ᐆ AP ࣅ࣮ࣗࢸ࢕࣭ࣜࣅࣥࢢ㸦ᗈᕞ㸧᭷㝈බྖࡢ஦౛࡛☜ㄆࡋࡓࡼ࠺࡟ࠊࣃࢼࢯࢽࢵࢡࡢ࣮࣒࣎ࣜࣗࢰ࣮ࣥ〇ရࡢࢥࣥࢭࣉࢺ࡜ࡋ࡚ࠊ౯᱁ࢆᢚ࠼ࡓ࠺࠼࡛ࠊ
ࡑࢀ࡞ࡾ࡟Ⰻ࠸ရ㉁ࢆ㐩ᡂࡍࡿࡶࡢ࡙ࡃࡾࢆ┠ᣦࡋ࡚࠸ࡓࠋࡑ࠺ࡋࡓࡶࡢ࡙ࡃࡾࡢᐇ⌧ࡢࡓࡵ࡟ࠊࡲࡎ࣮࣒࣎ࣜࣗࢰ࣮ࣥ〇ရࡢ〇㐀࡟㔜せ࡜࡞ࡿ⌧ᆅ࡟ᐦ╔ࡋࡓࠊ࣮࣒࣎ࣜࣗࢰ࣮
ࣥࡢࢽ࣮ࢬ࡟ᑐᛂࡋࡓ〇ရ࡙ࡃࡾࡢࡓࡵ࡟ࠊ◊✲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⏝ࡋࡓࡾࡍࡿࡇ࡜࡛ࠊရ㉁ࢆࣁ࢖࢚ࣥࢻ࣭ඛ㐍ᅜᕷሙྥࡅ〇ရࡼࡾࡶపୗࡉࡏࠊ〇ရࡢ኱ᖜ࡞౯᱁పୗࢆᐇ⌧ࡍࡿࡓࡵࡢྲྀࡾ⤌ࡳࡀ☜ㄆ࡛ࡁࡓࠋ
௒ᚋࡣࠊࡇ࠺ࡋࡓ࣮࣒࣎ࣜࣗࢰ࣮ࣥྥࡅ࡟ࢥࢫࢺࢆᢚ࠼ࡓప౯᱁࠿ࡘ࣮࣒࣎ࣜࣗࢰ࣮ࣥ࡟
࠾ࡅࡿࠕ㐺ṇရ㉁ࠖࠊࠕᕷሙရ㉁ࠖࢆᣢࡕྜࡏࡓ〇ရࢆ〇㐀ࡍࡿࡇ࡜ࡀ࡛ࡁࡿ࠿ࠊࡑ࠺ࡋࡓ
࣮࣒࣎ࣜࣗࢰ࣮ࣥ〇ရࡢ〇㐀ࢆᐇ⌧ࡉࡏࡿࡓࡵ࡟ᚲせ࡜࡞ࡗ࡚ࡃࡿேᮦ⫱ᡂࠊᶵ⬟㒊ရ࡟㛵ࡍࡿ⮬ື໬ࡢ᥎㐍ࠊ㒊ရࡢෆ〇໬⋡ࡢྥୖࠊ㒊ᮦ࣭㒊ရࡢ⌧ᆅㄪ㐩⋡ࡢྥୖࢆ㏻ࡌࡓ⌧ᆅ໬࡞࡝ࡀ௒ᚋࡢ኱ࡁ࡞ㄢ㢟࡜࡞ࡗ࡚࠸ࡿ࡜࠸࠼ࡿࠋ
Ϯ࠾ࢃࡾ࡟
௨ୖࡢ㆟ㄽࢆ㏻ࡌ࡚ࠊᮏ✏࡛ࡣࠊ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡢᐃ⩏࣭ᣦᶆ࡜᥎⛣ࢆ⪃ᐹࡋࠊ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥ࡟࠾ࡅࡿ᪥⣔௻ᴗࡀᢪ࠼ࡿㄢ㢟࡜ࡑࡢ〇ရᡓ␎࡟࠾ࡅࡿ᪥⣔௻ᴗࡢ⌧≧ࢆ୰ᚰ࡟᳨ウࡋࡓࠋ᪥⣔〇㐀ᴗࡣࠊ▷ᮇ࣭୰ᮇⓗ࡟ࡣ௒ᚋࡶᣑ኱ࡀ㢧ⴭ࡛࠶ࡿ࣎ࣜࣗ
࣮࣒ࢰ࣮ࣥ࡟ὀຊࡋ࡚࠸ࡃྍ⬟ᛶࡀ㧗࠸ࠋࣃࢼࢯࢽࢵࢡࡢ஦౛࡛☜ㄆࡋࡓࡼ࠺࡟⌧≧࠿ࡽࡳࡿ࡜ࠊࣁ࢖࢚ࣥࢻ≉໬ᡓ␎࠿ࡽࢲ࢘ࣥࢢ࣮ࣞࢻᡓ␎࡬ࡢᒎ㛤ࡀ୺ὶ࡜࡞ࡗ࡚࠸ࡿ࡜ࡳࡽ
ࢀࡿࠋࡑࡢሙྜࠊ୰ᅜᕷሙྥࡅࡢ〇ရ㛤Ⓨࢆ⾜࠸ࠊ༢⣧࡟ඛ㐍ᅜᕷሙ࡟࠾ࡅࡿ〇ရࡢ౯᱁ࡸᶵ⬟࣭ᛶ⬟ࢆⴠ࡜ࡍࡇ࡜ࡔࡅ࡛ࡣ࡞ࡃࠊඛ㐍ᅜᕷሙྥࡅࡢ㐣๫࡞ᶵ⬟࣭ᛶ⬟ࢆ┬ࡁࠊ⌧ᆅࡢࢽ࣮ࢬ࡟ྜࡗࡓᶵ⬟࣭ᛶ⬟ࢆ௜ࡅຍ࠼ࠊඛ㐍ᅜᕷሙ࡛ࡢ〇ရࡼࡾࡶప౯᱁࡞〇ရࢆ๰㐀ࡍࡿࡇ࡜࡛ࡇࡢࡼ࠺࡞௻ᴗࡸ〇ရ࡟ᑐᢠࡋ࡚ࡃࡇ࡜ࡀ㔜せ࡟࡞ࡿࠋࡲࡓࠊ࣮࣒࣎ࣜࣗࢰ

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ボリュームゾーンと日系企業戦略

࣮ࣥࡣ〇ရ࡟ࡼࡗ࡚ࡣࠊࣁ࢖࢚ࣥࢻ≉໬ᡓ␎ࠊࢲ࢘ࣥࢢ࣮ࣞࢻࡸ࢔ࢵࣉࢢ࣮ࣞࢻᡓ␎ࡢ࡝
ࢀࡶࡀᡂࡾ❧ࡘከᵝ࡛」㞧࡞ᕷሙ࡛࠶ࡿࡓࡵࠊ௻ᴗࡣ〇ရࡈ࡜࡟ࢱ࣮ࢤࢵࢺᒙࡢ≉ᚩࡸᾘ㈝⪅⾜ື࣭㑅ዲࢆ㐺☜࡟ࡘ࠿ࡴࡇ࡜ࡶᚲせ࡛࠶ࡿࠋ
୍᪉࡛ࠊ୰ᅜᕷሙࡣ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡔࡅ࡛ࡣ࡞ࡃࠊᐩ⿱ᒙࡶ BOP ࡶつᶍࡣ኱ࡁ࠸ࠋ
୰ᅜࡢᐩ⿱ᒙࡣ╔ᐇ࡟ᙧᡂࡉࢀࠊࡍ࡛࡟⌧ᆅ࣐࣮ࢣࢵࢺ࡟ᑐࡋ࡚ࡶᙳ㡪ຊࢆᣢࡕࠊᾏእࡢ᝟ሗ࡜ឤぬࢆᣢࡘᾘ㈝⪅ࡀ௒ᚋࡶᏑᅾࡋࠊ᪥⣔௻ᴗ࡟࡜ࡗ࡚኱つᶍ࡞࣮࣒࣎ࣜࣗࢰ࣮ࣥࢆ
ࢱ࣮ࢤࢵࢺ࡟ࡍࡿࡼࡾࡶࠊ௜ຍ౯್ࡢ㧗࠸〇ရࡸࢧ࣮ࣅࢫࢆᥦ౪ࡋࠊ⌧ᆅ࡟࠾ࡅࡿࣈࣛࣥ
ࢻࢆຠ⋡ⓗ࡟ᵓ⠏ࡍࡿࡇ࡜ࡀ࡛ࡁࡿ࡜࠸࠺㆟ㄽࡀ࠶ࡾ࠺ࡿࠋࡲࡓࠊ࣮࣒࣎ࣜࣗࢰ࣮ࣥࡀ௒
ᚋᐩ⿱ᒙ࡟࡞ࡿࡇ࡜ࢆぢ㏻ࡋ࡚ࠊᚑ᮶㏻ࡾࡢࣁ࢖࢚ࣥࢻ࡟≉໬ࡋࡓ࠸࡜࠸࠺௻ᴗࡶ࠶ࡿࡔ
ࢁ࠺ࠋ௚᪉࡛ࡣࠊ⮬ື㌴⏘ᴗ࡞࡝ࡣప౯᱁➇தࡀ⃭໬ࡋࠊ᪥⣔௻ᴗࡶ BOP ᕷሙࢆ᪂ࡓ࡟
㛤ᣅࡍࡿᡓ␎ࡢྍ⬟ᛶࡶ࠶ࡿࠋᚑ᮶ࡢࣁ࢖࢚ࣥࢻᕷሙྥࡅࡢ㍈ࢆ࡝ࡢࡼ࠺࡟࣮࣒࣎ࣜࣗࢰ
࣮ࣥࡸ BOP ྥࡅ࡟㌿᥮ࡲࡓࡣᣑ኱ࡋ࡚࠸ࡃࡢ࠿ࡀ᪥⣔௻ᴗࡢ㔜せ࡞ㄢ㢟࡜࡞ࡿࡔࢁ࠺ࠋ
ᮏ✏࡛ࡣ༑ศ࡟ㄽࡌࡽࢀ࡞࠿ࡗࡓࡀࠊࡇࡢࡼ࠺࡞᪥⣔௻ᴗࡢᡓ␎ࢆㄽࡌࡿୖ࡛ࠊ௒ᚋࡢ
◊✲ㄢ㢟࡜ࡋ࡚ࠊࡉࡽ࡟ḟࡢ 3 Ⅼ࡟ࡘ࠸࡚ࡼࡾ❧ࡕධࡗࡓ◊✲ࡀᚲせ࡜ࡉࢀࡿࠋ➨ 1 ࡟ࠊ࣐࣮ࢣࢸ࢕ࣥࢢᡓ␎ⓗ࡞どⅬ࠿ࡽࠊ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥ࡟࠾ࡅࡿ〇ရࡈ࡜ࡢᾘ㈝⪅⾜ື࡟ࡉࡽ࡞ࡿศᯒࠊ➨ 2 ࡟ࠊࡶࡢ࡙ࡃࡾㄽⓗ࡞どⅬ࠿ࡽࡢ௻ᴗ࣭〇ရᡓ␎ࡢ⪃ᐹࠊ➨ 3 ࡟ࠊ୰ᅜ࣮࣒࣎ࣜࣗࢰ࣮ࣥᡓ␎ࡀ᪥ᮏᆺ⤒Ⴀ࣭⏕⏘ࢩࢫࢸ࣒ࡢ⌧ᆅ⛣㌿࡟୚࠼ࡿᙳ㡪ࡢ⪃ᐹ࡛࠶ࡿࠋ࡜ࡾࢃࡅࠊ➨ 3 ࡟㛵ࡋ࡚ࠊ᪥⣔௻ᴗࡀᮏ᮶ᣢࡘࠊᢏ⾡ຊࠊࣈࣛࣥࢻຊࠊ㈍኎ࢳࣕ
ࢿࣝࢆά࠿ࡋ࡞ࡀࡽ࡝ࡢࡼ࠺࡟ࠊရ㉁࣭ᶵ⬟࣭ࢥࢫࢺ࣭౯᱁ࡢࣂࣛࣥࢫࢆ࡜ࡗ࡚࠸ࡃࡢ࠿
ࡀゎ᫂ࡉࢀࡿᚲせࡀ࠶ࡿࠋࡇࡢⅬ࡟㛵ࡋ࡚ࡣࠊ௨ୗࡢࡼ࠺࡞Ⅼࡀࡼࡾ❧ࡕධࡗࡓゎ᫂ࡉࢀࡿᚲせࡀ࠶ࡿ࡜⪃࠼ࡽࢀࡿࠋ㸦1㸧ูࣈࣛࣥࢻࢆ❧ࡕୖࡆࡓࡾࠊᆅᇦู〇ရࢆ㛤Ⓨࡋࡓࡾࠊ᪂ᢏ⾡ࡸ᪂〇ရࢆ⥅⥆ⓗ࡟㛤Ⓨࡋ࡚࠸ࡃࡢ࠿ࠊ㸦2㸧ࡇࢀࡲ࡛ࡢ⏕⏘ᣐⅬࢆㄪ㐩ᣐⅬࡸ⌧ᆅࢽ࣮ࢬ࡟ⓗ☜࡟ᑐᛂࡍࡿࡓࡵࡢ R&D ᣐⅬࡸ࢔ࣇࢱ࣮ࢧ࣮ࣅࢫᣐⅬ࡟ࢩࣇࢺࡲࡓࡣ㏣ຍ
ࡉࡏ࡚࠸ࡃືࡁࡣຍ㏿ࡍࡿࡢ࠿ࠊ㸦3㸧ἢᾏ㒊࡛ࡢ㈤㔠ࢥࢫࢺࡢୖ᪼ࡸປാຊ୙㊊࡞࡝ࡢᙳ㡪ࢆཷࡅࠊෆ㝣㒊࡬ᣐⅬࢆ⛣㌿ࡉࡏࡿ௻ᴗࡶ࠶ࡿࡀࠊ୰ᅜ࡛ࡢ⤌⧊ㄪᩚ࡜஦ᴗࡢ෌⦅ࡸ
⤫ᗫྜࡶồࡵࡽࢀ࡚࠸ࡿࡢ࡛࡞࠿࡛ࠊᐇ㝿࡟᪥ᮏᆺ⤒Ⴀ࣭⏕⏘ࢩࢫࢸ࣒࡟࡝ࡢࡼ࠺࡞ᙳ㡪ࡸኚ໬ࢆ୚࠼࡚࠸ࡿࡢ࠿ࠊ㸦4㸧ࣄࢺࠊࣔࣀࠊ㒊ရㄪ㐩ඛࠊ㔠ᆺᣐⅬ࡞࡝ࡍ࡭࡚ࡢ⤒Ⴀ㈨※ࡢ⌧ᆅ໬ࡀ࡝ࢀ࡯࡝㐍ࢇ࡛࠸ࡿࡢ࠿ࠊ㸦5㸧〇ရࡢ⌧ᆅ㛤Ⓨ࡟ࡼࡗ࡚୰ᅜᕷሙࡢ≉ᛶ࡟ྜࢃࡏࡓ〇ရ㛤Ⓨࡀᐇ㝿࡟⾜ࢃࢀ࡚࠸ࡿࡢ࠿ࠊ㸦6㸧ࡲࡓࠊࡑࢀࡣ༢ᶵ⬟໬ࡸኚ✀ኚ㔞ᛶࢆྥୖࡉࡏࡿࡇ࡜࡛ᑐᛂ࡛ࡁࡿࡢ࠿ࠊ㸦7㸧ᚑ᮶ࡢ࢔࣓ࣜ࢝ᆺ኱㔞⏕⏘ࢩࢫࢸ࣒໬ࡋ࡚ࡶ

128

『中国経営管理研究』第10号

ࡼ࠸ࡢ࠿ࠊࡑࢀ࡜ࡶ᪥⣔௻ᴗࡢᮏ᮶ᣢࡘࠊ㧗ᶵ⬟ࠊ㧗ရ㉁〇ရ࡟ࡇࡔࢃࡾ௚ᅜ௻ᴗ࡜ࡢᕪ
ู໬࡟ὀຊࡋ࡚࠸ࡃ࡭ࡁ࡞ࡢ࠿ࠋࡇ࠺ࡋࡓⅬ࡟㛵ࡋ࡚ࡣࠊ௒ᚋࡢ◊✲ㄢ㢟࡜ࡋࡓ࠸ࠋཧ⪃ᩥ⊩㹙᪥ᮏㄒᩥ⊩㹛•IMF㸦2012㸧ࠕ࢔ࢪ࢔㸸ぢ㏻ࡋࡣ୍ẁ࡜᫂ࡿ࠸ࡶࡢࡢࠊ⬤ᙅ࡞ୡ⏺⤒῭࡟ࡼࡾ㧗࠸ࣜࢫࢡ┤㠃ࠖIMF ࢧ࣮࣋࢖࣭࢜ࣥࣛ࢖ࣥࠋ

•  IT ࢯ࣮ࣜࣗࢩࣙࣥࣇࣟࣥࢸ࢕࢔㸦2012㸧ࠕ୰ᅜࡢࢫ࣐࣮ࢺࢩࢸ࢕ᕷሙ࡬ཧධࡍࡿࡓࡵ
࡟̺᪥ᮏ௻ᴗ࡟࡜ࡗ࡚ࡢᡂຌせ௳࡜ࡣఱ࠿̺ࠖ≉㞟 [୰ᅜࡢ♫఍࣭⏘ᴗࡢⓎᒎ࡜᪥ᮏࡢ IT ஦ᴗᶵ఍]ࠋ
•㟷ᔱ⛱ࠊஂಖ⏣ὒ௓ࠊᆏᮏ㑈ᖹ㸦2009㸧ࠕࢭ࢝ࣥࢻࢫࢸ࣮ࢪ࡟ධࡗࡓ᪂⯆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 ༓ேࡢㄪᰝ࠿ࡽ ࢣ࣮ࢱ࢖ࡣࢿࢡࢫࢺ࣭ࣅ࡛ࣜ࢜ࣥ㐍໬ࡍࡿࠖ࣎ࢫࢺࣥࢥࣥࢧࣝࢸ࢕ࣥࢢࢢ࣮ࣝࣉࠋ•ኳ 㔝 ೔ ᩥ 㸦 2011 㸧ࠕ ࢔ ࢪ ࢔ ᕷ ሙ ࡢኚ ᐜ ࡜᪥ ᮏ ௻ ᴗ ࡢ ᕷ ሙ ᾐ ㏱ ᡓ␎ ࠖ ࢔ ࢪ ࢔ ⤒ ῭ Ꮫ ఍ࠕ༴ᶵࢆ㉸࠼࡚㸸࢔ࢪ࢔⤒῭ࡢᙉࡉ࡜ᒎᮃࠖ2011 ᖺ 5 ᭶ 21 ᪥ࣉࣞࢮࣥࢸ࣮ࢩࣙࣥ㈨ᩱࠋ•࢜ࣜࣥࣃࢫ࣮࣒࣮࣍࣌ࢪ http://www.olympus.co.jp/jp/•ᯈᇉ༤㸦2005㸧ࠕ➨ 10 ❶ ᯇୗࡢ୰ᅜ஦ᴗᒎ㛤ࠖ.ୖᒣ㑥㞝⦅ࠗᕧ኱໬ࡍࡿ୰ᅜ⤒῭࡜᪥⣔ࣁ࢖ࣈࣜࢵࢻᕤሙ࠘ᐇᴗஅ᪥ᮏ♫ 236-256ࠋ

•

Walters, Jeff, Hsu, H. Jap, W et.al.㸦2010㸧ࠕຨ⯆ࡍࡿ୰ᅜࡢᾘ㈝ࣃ࣮࣡ࠖ࣎ࢫࢺࣥࢥ
ࣥࢧࣝࢸ࢕ࣥࢢࢢ࣮ࣝࣉࠋ

•Ἀ㔝┿⣖ 㸦2011㸧ࠕ⤒῭ᡂ㛗ࢆ≌ᘬࡍࡿ୰ᅜዪᛶᾘ㈝⪅ࡢࣜ࢔ࣝ ᾘ㈝⪅ࢆ▱ࡽࡎࡋ࡚ᡂຌ࡞ࡋ̺୰㛫ᒙ࣭ᐩ⿱ᒙᏯࡢゼၥᚭᗏㄪᰝࠖᰴᘧ఍♫࢝ࢼࣜ࢔᭩ᡣࠋ

•኱Ἑཎඞ⾜㸦2012㸧ࠕ኱Ἑཎඞ⾜ࡢࢹࢪࢱࣝᐙ㟁㸫᭱๓⥺㸫ࣃࢼࢯࢽࢵࢡࡢᡂ㛗ࡢ㘽ࢆᥱࡿᡓ␎⤌⧊ࠕGCMࠖ࡜ࡣ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ᡤᚓ࡜ᾘ㈝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)ࠗ࢖ࣀ࣮࣋ࢩࣙࣥ࡬ࡢゎ࠘⋢⏣ಇᖹኴ┘ಟࠊḈ஭♸Ꮚヂ ⩧Ὃ♫ࠋ•

Christensen, C (2012) ࠗ࢖ࣀ࣮࣋ࢩࣙࣥࡢࢪ࣐ࣞࣥ ቑ⿵ᨵゞ∧࠘⋢⏣ಇᖹኴ┘ಟࠊఀ㇋ཎᘪヂ ⩧Ὃ♫ࠋ• ⤒῭⏘ᴗ┬㸦2009㸧ࠕBOP ࣅࢪࢿࢫࡢ⌧≧࡜ࡇࢀࡲ࡛ࡢྲྀ⤌࡟ࡘ࠸࡚ࠖࠋ•⤒῭⏘ᴗ┬ 2010a ࠗ㏻ၟⓑ᭩ 2010࠘ࠋ

•⤒῭⏘ᴗ┬㸦2010b㸧ࠕBOP ࣅࢪࢿࢫ࡬ࡢᨻ⟇ⓗᨭ᥼ࡢ᪉ྥᛶ࡜ලయⓗྲྀ⤌̺㏵ୖᅜ࡟
࠾ࡅࡿᐁẸ㐃ᦠࡢ᪂ࡓ࡞ࣅࢪࢿࢫࣔࢹࣝࡢᵓ⠏̺ࠖࠋ•㧗፱ࠊኳ㔝೔ᩥࠊ᪂Ꮿ⣧஧㑻ࠊၿᮏဴኵ㸦2008㸧ࠕ୰ᅜᐙ㟁ᕷሙࠕ୕ᅜᚿࠖ࡜᪥ᮏ௻ᴗ
ʊୖᾏࡢ㈍኎࣐࣮ࢣࢸ࢕ࣥࢢࡢ⌧ሙࢆゼၥࡋ࡚ʊࠖࠗࡶࡢ࡙ࡃࡾ࢔ࢪ࢔⣖⾜➨୕༑୍ᅇ࠘㉥㛛࣐ࢿࢪ࣓ࣥࢺ࣭ࣞࣅ࣮ࣗ7 ᕳ 12 ྕ 893-910ࠋ

•⶧ᯘᾏ㸦2006㸧ࠗᕧ኱ᕷሙ࡜Ẹ᪘୺⩏ ୰ᅜ୰⏘㝵ᒙࡢ࣐࣮ࢣࢸ࢕ࣥࢢᡓ␎࠘᪥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㸧ࠗ࢔ࢪ࢔࣐ࣥࢫ࣮ࣜ࠘10(115):1-15ࠋ

•

JBIC ࢺࣆࢵࢡࢫ㸦2010㸧ࠕ〇㐀ᴗ࣮࣒࣎ࣜࣗࢰ࣮ࣥᡓ␎࡟࠿࠿ࡿ୺࡞ㄽⅬࠖࠋ• ⓑỈ࿴᠇㸦2004㸧ࠗᯇୗ㟁ჾࠊ୰ᅜ኱㝣᪂₻ὶ࡟ᣮࡴ࠘Ỉ᭙♫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࢔ࢪ࢔ࢆ୰ᚰ࡜ࡋࡓ᪂⯆ᅜ࡜࡜ࡶ࡟ᡂ㛗ࡍࡿ᪥ᮏ㹼ࠖ⤒῭⏘ᴗ┬ࠋ• 㛵‶༤ࠊ⠊ᘓ஽㸦2003㸧ࠗ⌧ᆅ໬ࡍࡿ୰ᅜ㐍ฟ᪥ᮏ௻ᴗ࠘᪂ホㄽࠋ•᪥⤒ࢺࣞࣥࢹ࢕ࢿࢵࢺ㸦2009㸧ࠕ୰ᅜྥࡅ“㉥≀ᐙ㟁”ࠊᕷሙㄪᰝࡀዌຌࡋࡓࣃࢼࢯࢽࢵ
ࢡࡢᡓ␎ࠖ2009 ᖺ 6 ᭶ 8 ᪥130

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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ᣅ࡟ྥࡅ࡚㹼ࠖࠋ•⚟⏣ెஅ㸦2011㸧ࠕඛ㐍ᅜ௻ᴗࡢᡂ㛗ᡓ␎࡜ࡋ࡚ὀ┠ࡉࢀࡿࣜࣂ࣮ࢫ࣭࢖ࣀ࣮࣋ࢩࣙ
ࣥᡓ␎࡜ࡣࠖࠗᮾࣞ◊✲ᡤ TBR ⏘ᴗ⤒῭ࡢㄽⅬ࠘No.11-06:1-10ࠋ• ୸ᒇ㇏஧㑻ࠊ୸ᕝ▱㞝ࠊ኱ཎ┒ᶞ㸦2005㸧࣓ࠗ࢖ࢻ࣭࢖࣭ࣥࢩࣕࣥࣁ࢖ࠑ᪂ୡ⏺஦᝟ࠒ࠘ᒾἼ᭩ᗑࠋ• ୕ᑿᖾྜྷ㑻㸦2012㸧ࠕ2020 ᖺࡢ୰ᅜᾘ㈝ᕷሙ㸸㧗ᡂ㛗ࡀ⤊↉ࢆ㏄࠼Ᏻᐃᡂ㛗࡬⛣⾜ࡶࠊᾘ㈝ᕷሙࡢᏑᅾឤࡣࡴࡋࢁ㧗ࡲࡾࠊ࣐࢖࣮࢝ࡣ 2 ୡᖏ࡟ 1 ྎࡢ᫬௦࡬ࠖࢽࢵࢭ࢖ᇶ♏
◊✲ᡤࠋ•ࡳࡎ࡯⥲ྜ◊✲ᡤ㸦2010㸧ࠕ୰ᅜ࣭࢖ࣥࢻࡢࠕ࣮࣒࣎ࣜࣗࢰ࣮ࣥࠖᕷሙ࡟ᣮࡴ᪥ᮏ௻ᴗ 㹼ྎ㢌ࡍࡿࠕ୰㛫ᒙ࣭ࠖࠕ୰㛫ᒙணഛ㌷ࠖࡢᅖ࠸㎸ࡳࡀ࢝ࢠ㹼ࠖࠋ•୕⳻ UFJ ࣜࢧ࣮ࢳ㸤ࢥࣥࢧࣝࢸ࢕ࣥࢢ㸦2010㸧ࠕࠗୖᾏ࣭໭ி࣮࣒࣎ࣜࣗࢰ࣮ࣥ㸦୍⯡኱⾗ᾘ㈝⪅ㄪᰝศᯒ࠘⤖ᯝሗ࿌㹼ᣑ኱ࡍࡿᾘ㈝ᕷሙࡢ⋓ᚓ࡟ྥࡅ࡚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Ⅼ஦ᴗᡓ␎ࠖ2011 ᖺ 10 ᭶ 31 ᪥ PPT ㈨ᩱࠋ

•ࠕ཰┈ᙉ໬ࡢྲྀࡾ⤌ࡳࠖ2012 ᖺ 2 ᭶ 3 ᪥ PPT ㈨ᩱࠋ

•ࠕPanasonic IR DAY 2012 ࢢ࣮ࣟࣂࣝࢥࣥࢩ࣮࣐࣮࣐࣮ࣗࢣࢸ࢕ࣥࢢ㒊㛛஦ᴗᡓ␎ࠖ2012 ᖺ 5 ᭶ 23 ᪥ PPT ㈨ᩱࠋ

••ࠕPanasonic 2010 ࢔ࢽࣗ࢔࣏࣮ࣝࣞࢺࠖ2010 ᖺࠋ•ࠕPanasonic 2011 ࢔ࢽࣗ࢔࣏࣮ࣝࣞࢺࠖ2011 ᖺࠋ•ࠕPanasonic 2012 ࢔ࢽࣗ࢔࣏࣮ࣝࣞࢺࠖ2012 ᖺࠋᩥ⸤᫓⛅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㈝ᕷሙ࡛ᡂຌࢆ཰ࡵࡿࡓࡵ࡟ ᪥ᮏ௻ᴗ࡟
୚࠼ࡽࢀࡓᡂ㛗ᶵ఍ࠖࠋ•ᰗᕝ⠊அࠊ᳃┤Ꮚ㸦2010㸧ࠗ࢔ࢪ࢔ࡢࠕෆ㟂ࠖࢆ≌ᘬࡍࡿᡤᚓᒙ ᬒẼࡀኻ㏿ࡋ࡚ࡶࠊ୰㛫ᡤᚓᒙࡢᣑ኱ࡣ኱ࡁ࠸࠘NIRA ◊✲ሗ࿌᭩ࠋ•㐟బᘯ⨾㸦2010㸧ࠕ᪥ᮏ௻ᴗࡢ᪂⯆ᅜ୰㛫ᒙྥࡅ஦ᴗᡓ␎ࡢ᪋⟇࠾ࡼࡧ஦౛㹼୰ᅜ࡜࢖ࣥࢻࢆ୰ᚰ࡟㹼ࠖᅜ㝿ㄪᰝᐊሗ 2010 ᖺ 3 ᭶ ➨ 4 ྕࠋ•ᶓᒣᖿᮁ㸦2011㸧ࠕቑຍࡍࡿ୰ᅜᐩ⿱ᒙ࡜᪥ᮏ௻ᴗࡢ࢔ࣉ࣮ࣟࢳࠖࠗ࢔ࢪ࢔ࣥ࢖ࣥࢧ࢖
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.
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Chen Xinnian (㝞ᯠᒤ) et al. (2003)ࠕ ㈑ ኱୰➼ᨲධ⪅ẚ㔜ⓗᡈ␎⹄ウࠖ, an internalreport of the National Development and Reform Commission (NDRC).

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Di Huang 㸦≮↥㸧㸦2003㸧ࠕྜ⌮⏺ᐃ୰➼ᨲධ⪅ẚ㔜ⓗᡈ␎◊✲ࠖ㓿⍾ཧ⪃ᣕ•

Jiang Shan㸦Ụᒣ㸧㸦2005㸧ࠕ A road map to be middle classࠖ䮯Ụฟ∧♫ࠊṊ₎.

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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 ᥮⟬ࠋivᖺ㛫཰ධ㸻᭶཰ධ×12 ࣧ᭶࡜ࡋ࡚ィ⟬ࠋv
1 ඖ㸻$0.15 ᥮⟬ࠋviᖺ㛫ᡤᚓ㸻᭶ᡤᚓ×12 ࣧ᭶࡜ࡋ࡚ィ⟬ࠋ
vii
1 ඖ㸻$0.15 ᥮⟬ࠋviii
1 ඖ㸻12 ෇ࠊ⣙ 72 ୓㹼120 ୓෇ࠋ$1=80 ෇᥮⟬ࠋix 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 ᥮⟬ࠋxiii 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ࡼࡾࠋxx ࠕPanasonic 2011 ࢔ࢽࣗ࢔࣏࣮ࣝࣞࢺࠖࡼࡾࠋ
xxi ࠕᾏእ 2 ᱆ᡂ㛗࡟ྥࡅ࡚ࡢྲྀࡾ⤌ࡳࠖ
㸦2008 ᖺ 9 ᭶ 24 ᪥㸧ࡼࡾࠋ
xxii ࠕPanasonic 2010 ࢔ࢽࣗ࢔࣏࣮ࣝࣞࢺࠖࡼࡾࠋ
xxiii ࠕPanasonic 2012 ࢔ࢽࣗ࢔࣏࣮ࣝࣞࢺࠖࡼࡾࠋ
xxiv ࣃࢼࢯࢽࢵࢡࡢ 2008 ᖺᗘ㐃⤖Ỵ⟬ࡢ఍ぢ㸦2009 ᖺ 5 ᭶ 15 ᪥㸧ࡼࡾࠋxx v
2010 ᖺ 12 ᭶ 20 ᪥⌧ᅾࠋii

135