{"id":4985,"date":"2024-01-17T13:50:07","date_gmt":"2024-01-17T04:50:07","guid":{"rendered":"https:\/\/rp.kddi-research.jp\/atelier\/?p=4985"},"modified":"2024-01-17T15:30:28","modified_gmt":"2024-01-17T06:30:28","slug":"%e3%82%82%e3%81%86%e6%b5%b7%e5%a4%96%e3%83%96%e3%83%a9%e3%83%b3%e3%83%89%e3%81%af%e9%81%b8%e3%81%b0%e3%81%aa%e3%81%84%e3%80%81%e4%b8%ad%e5%9b%bd%e6%b6%88%e8%b2%bb%e8%80%85%e3%81%9f%e3%81%a1%e3%81%ae","status":"publish","type":"post","link":"https:\/\/rp.kddi-research.jp\/atelier\/column\/archives\/4985","title":{"rendered":"\u3082\u3046\u6d77\u5916\u30d6\u30e9\u30f3\u30c9\u306f\u9078\u3070\u306a\u3044\u3001\u4e2d\u56fd\u6d88\u8cbb\u8005\u305f\u3061\u306e\u56fd\u7523\u30d6\u30e9\u30f3\u30c9\u56de\u5e30
\uff5e\u56fd\u7523\u30d6\u30e9\u30f3\u30c9\u306e\u7206\u767a\u7684\u96c6\u5ba2\u7b56\uff5e"},"content":{"rendered":"\n

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\u3000\u52dd\u8ca0\u306e\u30ab\u30ae\u306f\u30aa\u30f3\u30e9\u30a4\u30f3\u8ca9\u58f2\u3078\u306e\u53d6\u308a\u7d44\u307f\u3060\u3002\u7279\u306b\u3001\u30e9\u30a4\u30d6\u30b3\u30de\u30fc\u30b9\u306f\u56fd\u7523\u54c1\u306e\u30d6\u30e9\u30f3\u30c7\u30a3\u30f3\u30b0\u306b\u6210\u529f\u306e\u9053\u3092\u958b\u3044\u3066\u3044\u308b\u3002<\/p>\n\n\n\n

<\/div>\n\n\n\n

\u98df\u30fb\u8863\u30fb\u4f4f\u30fb\u79fb\u52d5\u306b\u307e\u3064\u308f\u308b\u69d8\u3005\u306a\u5206\u91ce\u3067\u56fd\u7523\u30d6\u30e9\u30f3\u30c9\u304c\u5e02\u5834\u3092\u52dd\u3061\u53d6\u3063\u3066\u3044\u308b<\/h2>\n\n\n\n

\u3000Starbucks\u3001adidas\u3001Nike\u3001ZARA\u3001H\uff06M\u3001\u7121\u5370\u826f\u54c1\u3001Apple\u2026\u4e2d\u56fd\u3067\u5927\u4eba\u6c17\u3060\u3063\u305f\u6d77\u5916\u30d6\u30e9\u30f3\u30c9\u306e\u5546\u54c1\u306f\u58f2\u308c\u306a\u304f\u306a\u3063\u3066\u3044\u308b\u3002\u6d88\u8cbb\u8005\u306e\u652f\u6301\u3092\u52dd\u3061\u5f97\u305f\u306e\u306f\u56fd\u7523\u30d6\u30e9\u30f3\u30c9\u3060\u3002<\/p>\n\n\n\n

\u3000\u98f2\u98df\u3067\u306f\u3001\u56fd\u7523\u30d6\u30e9\u30f3\u30c9\u306eLuckinCoffee\u304c2021\u5e74\u306b\u5e97\u8217\u6570\u3067Starbucks\u3092\u4e0a\u56de\u308a[1]<\/a>\u30012022\u5e74\u306e\u58f2\u4e0a\u306f\u524d\u5e74\u6bd4\u306767\uff05\u3082\u5897\u52a0\u3057\u305f[2]<\/a>\u3002\u7c73\u4e0a\u5834\u5ec3\u6b62[3]<\/a>\u306a\u3069\u306e\u82e6\u5883\u3092\u4e57\u308a\u8d8a\u3048\u306a\u304c\u3089\u3001\u5275\u696d5\u5e74\u3067\u4e2d\u56fd\u6700\u5927\u306e\u30b3\u30fc\u30d2\u30fc\u30c1\u30a7\u30fc\u30f3\u306b\u306a\u3063\u3066\u3044\u308b\uff08\u56f3\u8868\uff11\uff09\u3002\u4e00\u65b9\u3067\u3001Starbucks\u306f\u4eca\u5e74\u7b2c\uff11\u56db\u534a\u671f\u306e\u58f2\u4e0a\u304c\u524d\u5e74\u540c\u671f\u6bd4\u30673\u5272\u6e1b\u5c11\u3057\u3001\u8870\u9000\u50be\u5411\u306b\u3042\u308b\u3002<\/p>\n\n\n

\n
\"\"
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\u3000\u30a2\u30d1\u30ec\u30eb\u3067\u306f\u3001\u30b9\u30dd\u30fc\u30c4\u30a6\u30a7\u30a2\u5927\u624b\u306eadidas\u304c2022\u5e74\u58f2\u4e0a\u3067\u524d\u5e74\u6bd4\u306e\u534a\u6e1b\u3001Nike\u304c2023\u5e74\u7b2c3\u56db\u534a\u671f\u58f2\u4e0a\u3067\u524d\u671f\u6bd4\u306e8\uff05\u6e1b\u3068\u306a\u3063\u305f[4]<\/a>\u3002\u5bfe\u3057\u3066\u3001\u56fd\u7523\u30d6\u30e9\u30f3\u30c9\u306eANTA\u3001Li-Ning\u3001Xtep\u306e\u3044\u305a\u308c\u3082\u58f2\u4e0a\u3092\u4f38\u3070\u3057\u3066\u3044\u308b\u3002<\/p>\n\n\n\n

\u3000\u30a4\u30f3\u30c6\u30ea\u30a2\u3067\u306f\u3001\u7121\u5370\u826f\u54c1\u304c2018\u5e74\u304b\u3089\u65e2\u5b58\u5e97\u306e\u58f2\u4e0a\u3092\u843d\u3068\u3057\u30012019\u5e74\u7d14\u5229\u76ca\u3067\u7d043\u5206\u306e1\u6e1b\u3068\u306a\u3063\u305f[5]<\/a>\u3002\u4eba\u6c17\u3092\u596a\u3063\u305f\u306e\u306fMINISO\u3084NetEase Strict Selection\u306a\u3069\u306e\u56fd\u7523\u30d6\u30e9\u30f3\u30c9\u3060\u3002<\/p>\n\n\n\n

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<\/div>\n\n\n\n

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\u3000\u56fd\u7523\u30d6\u30e9\u30f3\u30c9\u306f\u3082\u306f\u3084\u300c\u5b89\u304b\u308d\u3046\u60aa\u304b\u308d\u3046\u300d\u306e\u30a4\u30e1\u30fc\u30b8\u3067\u306f\u306a\u304f\u306a\u3063\u3066\u3044\u308b\u3002McKinsey\u306e\u8abf\u67fb[9]<\/a>\u306b\u3088\u308b\u3068\u3001\u6d88\u8cbb\u8005\u306e49\uff05\u304c\u300c\u56fd\u7523\u30d6\u30e9\u30f3\u30c9\u304c\u6d77\u5916\u30d6\u30e9\u30f3\u30c9\u3088\u308a\u54c1\u8cea\u304c\u826f\u3044\u300d\u3068\u8a8d\u8b58\u3057\u3066\u3044\u308b\u3002Aurora Mobile\u306e\u8abf\u67fb[10]<\/a>\u3067\u3082\u3001\u6d88\u8cbb\u306e\u4e3b\u529b\u3092\u62c5\u3046\u82e5\u3044\u4e16\u4ee3[11]<\/a>\u306f\u56fd\u7523\u5fd7\u5411\u304c\u9ad8\u304f\u3001\u6700\u5927\u306e\u7406\u7531\u306b\u300c\u8cea\u304c\u3088\u308a\u9ad8\u3044\uff0861\uff05\uff09\u300d\u3092\u6319\u3052\u3066\u3044\u308b\u3002<\/p>\n\n\n\n

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\u3000\u307e\u305f\u3001\u30c7\u30b6\u30a4\u30f3\u306b\u304a\u3044\u3066\u3001\u591a\u304f\u306e\u56fd\u7523\u30d6\u30e9\u30f3\u30c9\u306f\u4e2d\u56fd\u4f1d\u7d71\u6587\u5316\u306e\u8981\u7d20\u3092\u53d6\u308a\u5165\u308c\u305f\u300c\u56fd\u6f6e\u56fd\u98a8\u300d\u3067\u82e5\u8005\u306e\u5fc3\u3092\u63b4\u3093\u3067\u3044\u308b\u306e\u3060\uff08\u56f3\u8868\uff12\uff09\u3002NielsenIQ\u306e\u8abf\u67fb[15]<\/a>\u306b\u3088\u308b\u3068\u3001Z\u4e16\u4ee3\u306e70\uff05\u304c\u5546\u54c1\u306e\u5916\u89b3\u3092\u91cd\u8996\u3057\u300171\uff05\u304c\u300c\u56fd\u6f6e\u56fd\u98a8\u300d\u3092\u597d\u3080\u3068\u3044\u3046\u3002<\/p>\n\n\n

\n
\"\"
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(\u53f3) \u7532\u9aa8\u6587\u5b57\u304c\u30d7\u30ea\u30f3\u30c8\u3055\u308c\u305f\u30b7\u30e3\u30c4\u51fa\u6240\uff1aSNS\u300c\u5c0f\u7d05\u66f8\uff08Red\uff09\u300d\u300c\uff20\u4e2d\u56fd\u674e\u5be7\u300d<\/figcaption><\/figure><\/div>\n\n\n

\u3000<\/p>\n\n\n\n

\u30aa\u30f3\u30e9\u30a4\u30f3\u8ca9\u58f2\u3078\u306e\u53d6\u308a\u7d44\u307f\u306e\u9055\u3044\u306f\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u306e\u52dd\u6557\u3092\u5206\u3051\u3066\u3044\u308b<\/h2>\n\n\n\n

\u3000Starbucks \u3068LuckinCoffee \u306e\u6bd4\u8f03\u3067\u3001\u5177\u4f53\u7684\u306a\u53d6\u308a\u7d44\u307f\u306e\u9055\u3044\u3092\u898b\u3066\u3044\u3053\u3046\u3002\u30b3\u30fc\u30d2\u30fc\u30b7\u30e7\u30c3\u30d7\u3092\u5c45\u5fc3\u5730\u306e\u3088\u3044\u300c\u7b2c\u4e09\u306e\u5834\u300d\u3068\u3057\u305fStarbucks\u306f\u5e97\u8217\u904b\u55b6\u306b\u91cd\u70b9\u3092\u7f6e\u304f\u3002\u5bfe\u3057\u3066\u3001LuckinCoffee\u306f\u30aa\u30f3\u30e9\u30a4\u30f3\u6ce8\u6587\u306e\u5229\u4fbf\u6027\u306b\u30d5\u30a9\u30fc\u30ab\u30b9\u3059\u308b\u3002\u5ba2\u304c\u30e2\u30d0\u30a4\u30eb\u30a2\u30d7\u30ea\u3067\u30aa\u30fc\u30c0\u30fc\u3084\u652f\u6255\u3044\u3092\u6e08\u307e\u305b\u3066\u304b\u3089\u3001\u5e97\u982d\u307e\u305f\u306f\u914d\u9054\u3067\u5546\u54c1\u3092\u53d7\u3051\u53d6\u308b\u3002\u3053\u3046\u3057\u305f\u70b9\u3067\u306e\u9ad8\u3044\u5229\u4fbf\u6027\u306f\u5fd9\u3057\u3044\u30b5\u30e9\u30ea\u30fc\u30de\u30f3\u3084\u30bf\u30a4\u30e0\u30d1\u30d5\u30a9\u30fc\u30de\u30f3\u30b9\u306e\u610f\u8b58\u304c\u9ad8\u3044Z\u4e16\u4ee3\u306b\u53d7\u3051\u304c\u3088\u3044\u3002\u307e\u305f\u3001\u5c0f\u578b\u5e97\u8217\u306b\u3088\u308b\u904b\u55b6\u30b3\u30b9\u30c8\u306e\u4f4e\u6e1b\u3068\u9ad8\u3044\u56de\u8ee2\u7387\u306b\u3088\u308b\u5728\u5eab\u30ed\u30b9\u306e\u6291\u5236\u306f\u4f4e\u4fa1\u683c\u3092\u5b9f\u73fe\u3055\u305b\u305f\u3002\u3053\u306e\u30e2\u30c7\u30eb\u3067LuckinCoffee\u306f\u5e02\u5834\u30b7\u30a7\u30a2\u3092\u5927\u304d\u304f\u4f38\u3070\u3057\u305f\u30022019\u5e74\u304b\u3089Starbucks\u3082\u30c6\u30a4\u30af\u30a2\u30a6\u30c8\u5c02\u9580\u5e97\u3092\u30ed\u30fc\u30f3\u30c1\u3057\u305f\u304c\u3001\u624b\u9045\u308c\u3060\u3063\u305f[16]<\/a>\u3002<\/p>\n\n\n\n

\u3000\u30aa\u30f3\u30e9\u30a4\u30f3\u8ca9\u58f2\uff08EC\uff09\u304c\u91cd\u8981\u3068\u306a\u308b\u7406\u7531\u306f\uff12\u3064\u3042\u308b\u3002\u307e\u305a\u3001\u5171\u50cd\u304d\u4e16\u4ee3\u304c\u591a\u3044\u5e02\u5834\u3067\u3001\u8cfc\u5165\u65b9\u6cd5\u306e\u5229\u4fbf\u6027\u304c\u4e00\u5c64\u6c42\u3081\u3089\u308c\u308b\u3002\u6b21\u306b\u3001\u7d4c\u6e08\u4e0d\u5b89\u5b9a\u306e\u4e2d\u3067\u306f\u4f4e\u4fa1\u683c\u6027\u3082\u671b\u307e\u308c\u308b\u3002EC\u3067\u306f\u3001\u95b2\u89a7\u30fb\u8cfc\u8cb7\u30c7\u30fc\u30bf\u306b\u57fa\u3065\u3044\u305f\u9700\u8981\u4e88\u6e2c\u306b\u3088\u308a\u3001\u5728\u5eab\u30ed\u30b9\u306e\u524a\u6e1b\u304c\u53ef\u80fd\u306b\u306a\u308a\u3001\u4f4e\u4fa1\u683c\u5316\u306b\u8ca2\u732e\u3057\u3066\u3044\u308b\u3002<\/p>\n\n\n\n

<\/div>\n\n\n\n

\u30e9\u30a4\u30d6\u30b3\u30de\u30fc\u30b9\u306f\u56fd\u7523\u54c1\u306e\u30d6\u30e9\u30f3\u30c7\u30a3\u30f3\u30b0\u306b\u6210\u529f\u306e\u9053\u3092\u958b\u3044\u3066\u3044\u308b<\/h2>\n\n\n\n

\u3000EC\u3092\u3055\u3089\u306b\u9032\u5316\u3055\u305b\u305f\u306e\u306fEC\u3068\u30e9\u30a4\u30d6\u914d\u4fe1\u3092\u7d44\u307f\u5408\u308f\u305b\u305f\u30e9\u30a4\u30d6\u30b3\u30de\u30fc\u30b9\u3060\u3002\u56fd\u7523\u30d6\u30e9\u30f3\u30c9\u304c\u30e9\u30a4\u30d6\u30b3\u30de\u30fc\u30b9\u3092\u6d3b\u7528\u3059\u308b\u3053\u3068\u3067\u30d6\u30e9\u30f3\u30c7\u30a3\u30f3\u30b0\u306b\u6210\u529f\u3057\u3066\u3044\u308b\u52d5\u5411\u3092\u7279\u7b46\u3057\u305f\u3044\u3002<\/p>\n\n\n\n

\u3000\u30b3\u30b9\u30e1\u306e\u300cFlorasis\u300d\u306f\u5275\u696d3\u5e74\u3067\u696d\u754c\u30c8\u30c3\u30d7\u306b\u8e8d\u9032\u3057\u305f\u3002\u5f15\u304d\u91d1\u306f\u30e9\u30a4\u30d6\u30b3\u30de\u30fc\u30b9\u3067\u540d\u3092\u99b3\u305b\u305f\u30c8\u30c3\u30d7\u30a4\u30f3\u30d5\u30eb\u30a8\u30f3\u30b5\u30fc\u300c\uff20\u674e\u4f73\u7426\u300d\u3068\u306e\u63d0\u643a\u3060\u3063\u305f\u30022020\u5e74\u306bFlorasis\u306e\u5546\u54c1\u306f\u300c\uff20\u674e\u4f73\u7426\u300d\u306e\u30e9\u30a4\u30d6\u914d\u4fe1\u306777\u56de\u3082\u7d39\u4ecb\u3055\u308c\u305f\u3053\u3068\u3067\u3001EC\u300cTaobao\u300d\u3067\u306e\u53d6\u5f15\u9ad8\u306f\u524d\u5e74\u306e10\u5104\u5143\uff08\u7d04206\u5104\u5186[17]<\/a>\uff09\u304b\u3089\u7d043\u500d\u306e28\u5104\u5143\uff08\u7d04577\u5104\u5186\uff09\u307e\u3067\u62e1\u5927\u3057\u3066\u3044\u308b[18]<\/a>\u3002<\/p>\n\n\n\n

\u3000\u5012\u7523\u5bf8\u524d\u306e\u8001\u8217\u3082\u30e9\u30a4\u30d6\u30b3\u30de\u30fc\u30b9\u3067\u30ea\u30d6\u30e9\u30f3\u30c7\u30a3\u30f3\u30b0\u3092\u5b9f\u73fe\u3057\u3066\u3044\u308b\u3002\u6d17\u5264\u30d6\u30e9\u30f3\u30c9\u306e\u300c\u6d3b\u529b28\u300d\u306f1990\u5e74\u4ee3\u5f8c\u534a\u304b\u3089\u3001\u6d77\u5916\u52e2\u3084\u65b0\u8208\u52e2\u306e\u53f0\u982d\u3067\u82e6\u6226\u3092\u5f37\u3044\u3089\u308c\u305f\u3002\u8ee2\u6a5f\u304c\u8a2a\u308c\u305f\u306e\u306f\u30e9\u30a4\u30d6\u30b3\u30de\u30fc\u30b9\u306e\u6d3b\u7528\u3060\u30022020\u5e74\u306b\u300c\u6d3b\u529b28\u300d\u306f\u300c\uff20\u674e\u4f73\u7426\u300d\u306e\u30e9\u30a4\u30d6\u914d\u4fe1\u306730\u4e07\u500b\u306e\u5546\u54c1\u309230\u79d2\u3067\u5b8c\u58f2\u3057\u3001\u7fcc\u5e74\u306e2021\u5e74\u306b\u306f20\u5104\u5143\uff08\u7d04412\u5104\u5186\uff09\u306e\u58f2\u4e0a\u3082\u9054\u6210\u3057\u305f[19]<\/a>\u3002\u4eca\u5e74\u3001\u300c\u6d3b\u529b28\u300d\u306f\u8cb7\u53ce\u306e\u5931\u6557\u306b\u3088\u308a\u307e\u305f\u5012\u7523\u5371\u6a5f\u306b\u9665\u3063\u305f\u304c\u3001\u5de5\u5834\u5e79\u90e8\u3089\u306e3\u4eba\u304c\u30e9\u30a4\u30d6\u914d\u4fe1\u3092\u958b\u59cb\u3057\u3001\u4e00\u6669\u3067500\u4e07\u5143\uff08\u7d041\u5104\u5186\uff09\u8d85\u306e\u58f2\u4e0a\u3082\u8a18\u9332\u3057\u305f\u3002<\/p>\n\n\n

\n
\"\"
\u56f3\u8868\uff13\u3000\u300c\u6d3b\u529b28\u300d\u306e\u5de5\u5834\u5e79\u90e8\u304c\u30e9\u30a4\u30d6\u914d\u4fe1\u3067\u8996\u8074\u8005\u3068\u4ea4\u6d41\u3059\u308b\u69d8\u5b50
\u51fa\u6240\uff1aSNS\u300c\u6296\u97f3\uff08Douyin\uff09\u300d\u3067\u300c\uff20\u4e5d\u6d3e\u65b0\u805e\u300d\u304c\u914d\u4fe1\u3057\u305f\u52d5\u753b\u306e\u30b9\u30af\u30ea\u30fc\u30f3\u30b7\u30e7\u30c3\u30c8<\/figcaption><\/figure><\/div>\n\n\n

\u3000\u30e9\u30a4\u30d6\u30b3\u30de\u30fc\u30b9\u3092\u4f7f\u3048\u3070\u6210\u529f\u3059\u308b\u3068\u60f3\u50cf\u3059\u308b\u304b\u3082\u3057\u308c\u306a\u3044\u304c\u3001\u305d\u3046\u3067\u3082\u306a\u3044\u3002<\/p>\n\n\n\n

\u3000\u307e\u305a\u3001\u9ad8\u3044\u96c6\u5ba2\u52b9\u679c\u3092\u679c\u305f\u305b\u308b\u30e9\u30a4\u30d6\u30b3\u30de\u30fc\u30b9\u306e\u6d3b\u7528\u8853\u306b\u306f2\u3064\u306e\u6761\u4ef6\u3092\u5099\u3048\u308b\u5fc5\u8981\u304c\u3042\u308b\u30021\u3064\u76ee\u306f\u3001\u6c17\u8efd\u306b\u697d\u3057\u3081\u308b\u30a8\u30f3\u30bf\u30e1\u30b3\u30f3\u30c6\u30f3\u30c4\u306e\u63d0\u4f9b\u3060\u3002\u300c\uff20\u674e\u4f73\u7426\u300d\u306f\u5546\u54c1\u306e\u5229\u7528\u30b7\u30fc\u30f3\u3084\u7f8e\u5bb9\u77e5\u8b58\u3001\u5316\u7ca7\u306e\u30b3\u30c4\u306a\u3069\u3092\u8996\u8074\u8005\u3078\u5171\u6709\u3059\u308b\u3002\u300c\uff20\u6d3b\u529b28\u300d\u306f\u3001\u5e74\u9577\u306e\u5e79\u90e8\u304c\u8996\u8074\u8005\u306e\u5354\u529b\u3092\u5f97\u306a\u304c\u3089\u914d\u4fe1\u65b9\u6cd5\u3092\u4e0d\u5668\u7528\u306b\u5b66\u3093\u3067\u3044\u308b\u69d8\u5b50\u3084\u3001\u8d08\u3089\u308c\u305f\u30d0\u30fc\u30c1\u30e3\u30eb\u30d7\u30ec\u30bc\u30f3\u30c8\u306b\u5bfe\u3057\u3066\u300c\u8ab0\u304c\u30ec\u30f3\u30ac\u3092\u6295\u3052\u8fbc\u3093\u3060\u306e\uff1f\u300d\u3068\u9a5a\u304f\u300c\u7b11\u3044\u306e\u88cf\u306b\u6d99\u3092\u8a98\u3046\u300d\u8a71\u3067\u6ce8\u76ee\u3092\u6d74\u3073\u305f\u3002\u3055\u3089\u306b\u30012022\u5e74\u306e\u300c11.11\uff08\u72ec\u8eab\u306e\u65e5\uff09\u30bb\u30fc\u30eb\u300d\u30677\u5104\u5143\uff08\u7d04144\u5104\u5186\uff09\u3082\u306e\u58f2\u4e0a\u3092\u9054\u6210\u3057\u305f\u300c\uff20\u8463\u5b87\u8f1d\u300d\u306f\u5546\u54c1\u306b\u307e\u3064\u308f\u308b\u82f1\u8a9e\u8868\u73fe\u3084\u4eba\u751f\u306e\u54f2\u5b66\u3092\u6559\u3048\u306a\u304c\u3089\u3001\u8fb2\u7523\u7269\u3084\u672c\u3092\u58f2\u308b\u30b9\u30bf\u30a4\u30eb\u3067\u4eba\u6c17\u3092\u535a\u3057\u3066\u3044\u308b\u30022\u3064\u76ee\u306e\u6761\u4ef6\u306f\u3001\u8cfc\u8cb7\u610f\u6b32\u3092\u4fc3\u3059\u30c8\u30ea\u30ac\u30fc\u306e\u63d0\u4f9b\u3060\u3002\u30e9\u30a4\u30d6\u30b3\u30de\u30fc\u30b9\u306f\u6a5f\u80fd\u4e0a\u3067\uff16\u3064\u306e\u76f4\u611f\u30bb\u30f3\u30b5\u30fc\uff08\u4eba\u3005\u304c\u76f4\u611f\u7684\u306a\u8cb7\u3044\u7269\u3092\u6c7a\u5b9a\u3059\u308b\u6642\u306b\u611f\u5fdc\u3059\u308b\u30bb\u30f3\u30b5\u30fc\uff09\u306b\u50cd\u304d\u304b\u3051\u308b\u3053\u3068\u306b\u3088\u308a\u3001\u30b3\u30f3\u30d0\u30fc\u30b8\u30e7\u30f3\u7387\u3092\u5411\u4e0a\u3055\u305b\u3066\u3044\u308b\u3068\u7b46\u8005\u306f\u8003\u3048\u308b[20]<\/a>\uff08\u56f3\u8868\uff14\uff09\u3002\u696d\u754c\u95a2\u4fc2\u8005[21]<\/a>\u306b\u3088\u308b\u3068\u3001\u5f93\u6765EC \u306e\u30b3\u30f3\u30d0\u30fc\u30b8\u30e7\u30f3\u7387\u306f3-5%\u306b\u7559\u307e\u308b\u304c\u3001\u30e9\u30a4\u30d6\u30b3\u30de\u30fc\u30b9\u3067\u306f20%\u306b\u81f3\u308b\u3068\u3044\u3046\u3002<\/p>\n\n\n

\n
\"\"
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\u51fa\u6240\uff1a\u5c0f\u6797\uff082019)[22]<\/a>\u304c\u63d0\u5531\u3057\u305f\u76f4\u611f\u30bb\u30f3\u30b5\u30fc\u306b\u57fa\u3065\u3044\u3066\u7b46\u8005\u304c\u5206\u6790\u30fb\u4f5c\u6210<\/figcaption><\/figure><\/div>\n\n\n

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\n
\"\"
\u56f3\u8868\uff15\u3000\u9aea\u3092\u4e71\u3057\u51f6\u66b4\u306a\u9854\u3067\u306e\u5546\u54c1\u7d39\u4ecb\u3092\u6279\u5224\u3059\u308b\u6295\u7a3f
\u51fa\u6240\uff1aSNS\u300c\u5c0f\u7d05\u66f8\uff08Red\uff09\u300d\u300c\uff20\u9084\u662f\u7b97\u4e86\u5427\u300d<\/figcaption><\/figure><\/div>\n\n\n
<\/div>\n\n\n\n

\u4e2d\u56fd\u5e02\u5834\u3067\u30e2\u30ce\u3092\u58f2\u308b\u305f\u3081\u306b\u5fc5\u8981\u306a4P\uff08Product\u3001Price\u3001Place\u3001Promotion\uff09\u306f\u4e00\u5909\u3057\u305f<\/h2>\n\n\n\n

\u3000\u4e2d\u56fd\u5e02\u5834\u3067\u306f\u3001\u6d77\u5916\u88fd\u3068\u3044\u3046\u3060\u3051\u3067\u30e2\u30ce\u304c\u58f2\u308c\u308b\u6642\u4ee3\u3067\u306f\u306a\u304f\u306a\u3063\u305f\u3002\u7af6\u4e89\u3092\u52dd\u3061\u629c\u304f\u305f\u3081\u306b\u3001\u5546\u54c1\u306e\u30c7\u30b6\u30a4\u30f3\u6027\u3084\u8fc5\u901f\u306a\u65b0\u54c1\u958b\u767a\uff08Product\uff09\u3001\u4f4e\u4fa1\u683c\u6027\uff08Price\uff09\u3001\u8ca9\u58f2\u30c1\u30e3\u30f3\u30cd\u30eb\u306e\u5229\u4fbf\u6027\uff08Place\uff09\u304c\u6c42\u3081\u3089\u308c\u3066\u3044\u308b\u3002\u305d\u3057\u3066\u3001\u8ca9\u4fc3\uff08Promotion\uff09\u306b\u306f\u767a\u4fe1\u30b3\u30f3\u30c6\u30f3\u30c4\u306e\u30a8\u30f3\u30bf\u30c6\u30a3\u30e1\u30f3\u30c8\u6027\u3060\u3051\u3067\u306a\u304f\u3001\u8cfc\u8cb7\u610f\u6b32\u3092\u63bb\u304d\u7acb\u3066\u308b\u76f4\u611f\u30bb\u30f3\u30b5\u30fc\u3078\u306e\u50cd\u304d\u304b\u3051\u3082\u91cd\u8981\u3060\u3002\u540c\u6642\u306b\u3001Yves Saint Laurent\u306e\u5931\u6557\u4f8b\u304c\u793a\u5506\u3057\u305f\u3088\u3046\u306b\u3001\u767a\u4fe1\u30b3\u30f3\u30c6\u30f3\u30c4\u306e\u52b9\u679c\u3092\u9d5c\u541e\u307f\u306b\u3059\u308b\u30ea\u30b9\u30af\u3082\u8b66\u6212\u3057\u306a\u3051\u308c\u3070\u306a\u3089\u306a\u3044\u3002<\/p>\n\n\n\n

\u3000\u6d77\u5916\u30d6\u30e9\u30f3\u30c9\u306b\u3068\u3063\u3066\u3001\u30e2\u30e1\u30f3\u30bf\u30e0\u56de\u5fa9\u306b\u306f\u4eca\u306e\u4e2d\u56fd\u306b\u5408\u308f\u305b\u305f\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u6226\u7565\uff08\uff14P\uff09\u306e\u7df4\u308a\u76f4\u3057\u304c\u5fc5\u8981\u3060\u3002\u7279\u306b\u3001\u5f8c\u624b\u306b\u56de\u3063\u3066\u3044\u308bEC\uff08Place\uff09\u3084\u30e9\u30a4\u30d6\u30b3\u30de\u30fc\u30b9\uff08Place\u3001Promotion\uff09\u3078\u306e\u6ce8\u529b\u304c\u633d\u56de\u306e\u809d\u3068\u306a\u308b\u3060\u308d\u3046\u3002<\/p>\n\n\n\n

<\/div>\n\n\n\n

KDDI\u7dcf\u5408\u7814\u7a76\u6240\u30b3\u30a2\u30ea\u30b5\u30fc\u30c1\u30e3\u30fc\u3000\u5289\u4e9c\u83f2<\/a><\/p>\n\n\n\n

<\/div>\n\n\n\n

\"\u25fc\ufe0f\"\u95a2\u9023\u30b3\u30e9\u30e0
\u30b5\u30d6\u30b9\u30af\u30c8\u30ec\u30f3\u30c92023\u756a\u5916\u7de8 \u301c\u5b9f\u5e97\u8217\u3092\u4f34\u3046\u30b5\u30d6\u30b9\u30af\u306e\u5171\u901a\u8ab2\u984c(2023-1-11)
https:\/\/rp.kddi-research.jp\/atelier\/column\/archives\/4966<\/a><\/p>\n\n\n\n

\u30b5\u30d6\u30b9\u30af\u30c8\u30ec\u30f3\u30c92023 \uff5e\u4e2d\u56fd\u306e\u300c\u60a6\u5df1\u6d88\u8cbb\u300d\u30e0\u30fc\u30d6\u30e1\u30f3\u30c8\u3001\u81ea\u5206\u306e\u559c\u3073\u306e\u305f\u3081\u306e\u30b5\u30d6\u30b9\u30af\u30b5\u30fc\u30d3\u30b9(2023-11-01)
https:\/\/rp.kddi-research.jp\/atelier\/column\/archives\/4903<\/a><\/p>\n\n\n\n

\u30b5\u30d6\u30b9\u30af\u30c8\u30ec\u30f3\u30c92023 \uff5e\u89aa\u306b\u3082\u5b50\u3069\u3082\u306b\u3082\u4e21\u65b9\u826f\u3057\u306e\u5b50\u80b2\u3066\u30b5\u30d6\u30b9\u30af\uff5e(2023-10-23)
https:\/\/rp.kddi-research.jp\/atelier\/column\/archives\/4869<\/a><\/p>\n\n\n\n

\"\u25fc\ufe0f\"\u95a2\u9023\u8ad6\u6587
\u5289\u4e9c\u83f2\uff082022\uff09\u300c\u30e9\u30a4\u30d6\u30b3\u30de\u30fc\u30b9\u306b\u3088\u3063\u3066\u5909\u5bb9\u3059\u308b\u6d88\u8cbb\u884c\u52d5\uff1a\u4e2d\u56fd\u30e9\u30a4\u30d6\u30b3\u30de\u30fc\u30b9\u306e\u6210\u529f\u8981\u56e0\u3068\u65e5\u672c\u306b\u9069\u7528\u3059\u308b\u969b\u306e\u5bfe\u5fdc\u7b56\u300d\u65e5\u672c\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u5b66\u4f1a\u3000\u30ef\u30fc\u30ad\u30f3\u30b0\u30da\u30fc\u30d1\u30fc
https:\/\/www.j-mac.or.jp\/wp\/dtl.php?wp_id=122<\/a><\/p>\n\n\n\n

\"\u25fc\ufe0f\"\u53c2\u8003\u6587\u732e
[1]<\/a>\u9ec4\u53ef\u697d\uff082022\uff09\u300c\u745e\u5e78\u590d\u6d3b\uff0c\u4f46\u5b83\u7684\u5bfe\u624b\u65e9\u5c31\u4e0d\u662f\u661f\u5df4\u514b\u300dWeChat\u8cfc\u8aad\u30a2\u30ab\u30a6\u30f3\u30c8\u300c\u7db2\u6613\u6570\u8aad\u300dhttps:\/\/mp.weixin.qq.com\/s\/VMMrqCCXGJMejvZvCcddpg<\/a><\/p>\n\n\n\n

[2]<\/a>\u8b1d\u4e5d\uff082023\uff09\u300c\u70ba\u4ec0\u4e48\u56fd\u5185\u559d\u661f\u5df4\u514b\u7684\u4eba\u8d8a\u6765\u8d8a\u5c11\u4e86\uff1f\u300d\u300e\u4e09\u806f\u751f\u6d3b\u9031\u520a\u300fhttps:\/\/www.lifeweek.com.cn\/article\/193450<\/a><\/p>\n\n\n\n

[3]<\/a> 2020\u5e744\u6708\u306b\u3001LuckinCoffee\u306f2019\u5e74\u306e\u58f2\u4e0a\u9ad8\u306e\u5927\u534a\u304c\u5e79\u90e8\u3089\u306b\u3088\u3063\u3066\u6c34\u5897\u3057\u3055\u308c\u3066\u3044\u305f\u3068\u767a\u8868\u3057\u305f\u3002\u3053\u308c\u304c\u682a\u4fa1\u306e\u6025\u843d\u3092\u62db\u304d\u3001\u4e2d\u56fd\u306e\u8a3c\u5238\u5f53\u5c40\u3068\u7c73\u8a3c\u5238\u53d6\u5f15\u59d4\u54e1\u4f1a\u306f\u8abf\u67fb\u306b\u7740\u624b\u3057\u305f\u3002\u540c\u5e74\uff16\u6708\u306b\u306f\u7c73\u30ca\u30b9\u30c0\u30c3\u30af\u304c\u540c\u793e\u306e\u4e0a\u5834\u5ec3\u6b62\u3092\u6c7a\u5b9a\u3057\u305f\u3002\u51fa\u6240\uff1aReuters \uff082020\uff09\u300c\u4e2d\u56fd\u30e9\u30c3\u30ad\u30f3\u30b3\u30fc\u30d2\u30fc\u3001\u4e0d\u6b63\u4f1a\u8a08\u554f\u984c\u5de1\u308a\uff33\uff25\uff23\u306b\u548c\u89e3\u91d11.8\u5104\u30c9\u30eb\u300dhttps:\/\/jp.reuters.com\/article\/idUSKBN28R004\/<\/a><\/p>\n\n\n\n

[4]<\/a> \u90ed\u6968\uff082023\uff09\u300c\u4ece\u8ca1\u52d9\u5831\u8868\u770b2022\u5e74\u963f\u8fea\u8fbe\u65af\u548c\u8010\u514b\u5728\u4e2d\u56fd\u92b7\u552e\u9000\u6f6e\u300d\u300c\u65b0\u83ef\u8ca1\u7d4c\u300dhttps:\/\/f3.cnfin.com\/group1\/M00\/0A\/0D\/rB02iWRJ4oeASUSmAAYqXcLa7oE348.pdf<\/a><\/p>\n\n\n\n

[5]<\/a>\u8607\u665a\u6c34\uff082021\uff09\u300c\u6253\u4e0d\u904e\u540d\u5275\u512a\u54c1\uff0c\u7121\u5370\u826f\u54c1\u9084\u8f38\u7d66\u4e861688\u300dWeChat\u8cfc\u8aad\u30a2\u30ab\u30a6\u30f3\u30c8\u300c\u7db2\u6613\u6570\u8aad\u300dhttps:\/\/mp.weixin.qq.com\/s\/mJzNAm8wl1H0kLsBXlzAtw<\/a><\/p>\n\n\n\n

[6]<\/a> Team Counterpoint \uff082023\uff09\u201cOne in Four Cars Sold in China in 2022 Was an EV With BYD Powering Country\u2019s Outperformance\u201d https:\/\/www.counterpointresearch.com\/insights\/china-ev-sales-2022\/<\/a><\/p>\n\n\n\n

[7]<\/a> \u6ca2\u6c9b\u9054\uff08Daniel Zipser\uff09\u3001\u8a31\u9054\u4ec1\uff08Daniel Hui\uff09\u3001\u5468\u5609\u3001\u5f35\u60a6\uff082022\uff09\u300c2023\u9ea6\u80af\u932b\u4e2d\u56fd\u6d88\u8cbb\u8005\u5831\u544a\uff1a\u976d\u6027\u6642\u4ee3\u300dMcKinsey\uff06Company, https:\/\/www.mckinsey.com.cn\/wp-content\/uploads\/2022\/12\/20221208_China-consumer-report-CN.pdf<\/a><\/p>\n\n\n\n

[8]<\/a>\u524d\u77bb\u7523\u696d\u7814\u7a76\u9662\uff082023\uff09\u300e2022\u5e74\u56fd\u6f6e\u767a\u5c55\u85cd\u76ae\u66f8\u300fhttps:\/\/mp.weixin.qq.com\/s\/OXYF8wfD9dtHC0aI1xEQUw<\/a><\/p>\n\n\n\n

[9]<\/a> \u540c\u6ce8\uff17<\/p>\n\n\n\n

[10]<\/a> Aurora Mobile\uff082021\uff09\u300c2021\u65b0\u9752\u5e74\u56fd\u8ca8\u6d88\u8cbb\u7814\u7a76\u5831\u544a\u300dhttps:\/\/36kr.com\/p\/1420479967624838<\/a><\/p>\n\n\n\n

[11]<\/a>\u300c90\u5f8c\uff081990\u5e74\u4ee3\u751f\u307e\u308c\uff09\u300d\u300c00\u5f8c\uff082000\u5e74\u4ee3\u751f\u307e\u308c\uff09\u300d\u306e\u4e16\u4ee3\u3092\u6307\u3059\u30022020\u5e74\u306b\u305d\u306e\u4eba\u53e3\u6570\u304c3\u5104\u3092\u8d85\u3048\u3066\u3044\u308b\u3002<\/p>\n\n\n\n

[12]<\/a> \u540c\u6ce8\uff11<\/p>\n\n\n\n

[13]<\/a> \u85ac\u6587\u6c5f\u30fb\u4f50\u4f2f\u771f\u4e5f\uff082023\uff09\u300c\u4e2d\u56fdEV\u306e\u5b9f\u529b\u3001\u7279\u8a31\u5206\u6790\u3067\u9bae\u660e\u3000\u96fb\u6c60\u5236\u5fa1\u3084\u4ea4\u63db\u306a\u3069\u8ef8\u306b\u30b3\u30ed\u30ca\u798d\u3067\u3082\u51fa\u9858\u500d\u5897\u300dhttps:\/\/business.nikkei.com\/atcl\/gen\/19\/00485\/011000016\/<\/a><\/p>\n\n\n\n

[14]<\/a> iiMediaResearch\uff082023\uff09\u300c2023\u5e74\u4e2d\u56fd\u56fd\u6f6e\u7f8e\u7ca7\u6d88\u8cbb\u8da8\u52e2\u6d1e\u5bdf\u5831\u544a\u300dhttps:\/\/mp.weixin.qq.com\/s\/dnqP0Z0D5brI4nw4u2wx6w<\/a><\/p>\n\n\n\n

[15]<\/a>NielsenIQ\uff06\u54d4\u54e9\u54d4\u54e9\u6d1e\u5bdf (2021)\u300c2021\u5e74Z\u4e16\u4ee3\u98df\u54c1\u98f2\u6599\u6d88\u8cbb\u6d1e\u5bdf\u5831\u544a\u300dhttps:\/\/www.199it.com\/archives\/1299506.html<\/a><\/p>\n\n\n\n

[16]<\/a> \u5434\u7b71\u300c\u661f\u5df4\u514b\u5f00\u4e86\u5168\u7403\u9996\u5bb6\u201c\u5561\u5feb\u201d\u6982\u5ff5\u5e97\uff0c\u79bb\u745e\u5e78\u81ea\u63d0\u5e97\u4e0d\u523020\u7c73\u300dhttps:\/\/36kr.com\/p\/1724011593729<\/a><\/p>\n\n\n\n

[17]<\/a> 1\u5143\uff1d20.60\u5186\u3067\u63db\u7b97\uff082023\u5e7411\u6708\u672bTTM\uff09\u3001\u4ee5\u4e0b\u540c<\/p>\n\n\n\n

[18]<\/a> \u9f50\u654f\u5029\uff082021\uff09\u300c\u674e\u4f73\u7426\u6367\u7d05\u7684\u82b1\u897f\u5b50\uff0c\u51ed\u5565\u8fd9\u4e48\u8cb4\uff1f\u300d\u300e\u6f8e\u6e43\u65b0\u805e\u300fhttps:\/\/m.thepaper.cn\/baijiahao_12618054<\/a><\/p>\n\n\n\n

[19]<\/a> \u53f6\u66fc\u81f3\uff082023\uff09\u300c\u201c\u91ce\u6027\u6d88\u8d39\u201d\u8ba9\u6d3b\u529b28\u91cd\u751f\uff1a\u8001\u56fd\u8ca8\u54c1\u724c\u6c89\u6d6e73\u5e74\uff0c62\u6b73\u5458\u5de5\u6c7a\u5b9a\u5ef6\u9045\u9000\u4f11\u300dWeChat\u8cfc\u8aad\u30a2\u30ab\u30a6\u30f3\u30c8\u300c\u6642\u4ee3\u9031\u5831\u300dhttps:\/\/mp.weixin.qq.com\/s\/1fE66H1LmnkgZEI0tNJcgA<\/a><\/p>\n\n\n\n

[20]<\/a> \u4e8c\u3064\u306e\u6761\u4ef6\u306e\u8a73\u7d30\u306b\u3064\u3044\u3066\u3001\u7b46\u8005\u304c\u57f7\u7b46\u3057\u305f\u8ad6\u6587\u300c\u30e9\u30a4\u30d6\u30b3\u30de\u30fc\u30b9\u306b\u3088\u3063\u3066\u5909\u5bb9\u3059\u308b\u6d88\u8cbb\u884c\u52d5\uff1a\u4e2d\u56fd\u30e9\u30a4\u30d6\u30b3\u30de\u30fc\u30b9\u306e\u6210\u529f\u8981\u56e0\u3068\u65e5\u672c\u306b\u9069\u7528\u3059\u308b\u969b\u306e\u5bfe\u5fdc\u7b56\u300d\uff08\u65e5\u672c\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u5b66\u4f1a \u30ef\u30fc\u30ad\u30f3\u30b0\u30da\u30fc\u30d1\u30fc2022\u5e745\u6708https:\/\/www.j-mac.or.jp\/wp\/dtl.php?wp_id=122<\/a>\uff09\u3092\u3054\u53c2\u7167\u304f\u3060\u3055\u3044\u3002<\/p>\n\n\n\n

[21]<\/a> \u5f90\u51b0\u5029\u30fb\u5ed6\u9759\u5a1c\uff082019\uff09\u300c\u76f4\u64ad\u96fb\u5546\u8ee2\u63db\u7387\u6700\u9ad8\u53ef\u8fbe100%,\u8611\u83c7\u8857\u5bb6\u7d21\u73e0\u5b9d\u7c7b\u4e3b\u64ad\u5d1b\u8d77\u300d\u300e\u5357\u65b9\u90fd\u5e02\u5831\u300fhttps:\/\/page.om.qq.com\/page\/OS7lMANilfd-BDHGYzYdi1Ng0<\/a><\/p>\n\n\n\n

[22]<\/a> \u5c0f\u6797\u4f38\u4e00\u90ce\uff082019\uff09\u300c\u6d88\u8cbb\u8005\u304c\u300e\u30d4\u30f3\u3068\u304f\u308b\u300f6 \u3064\u306e\u76f4\u611f\u30bb\u30f3\u30b5\u30fc\uff1a\u8cb7\u3044\u305f\u304f\u306a\u308b\u3092\u5f15\u304d\u51fa\u3059\u305f\u3081\u306b\uff1a\u30d1\u30eb\u30b9\u6d88\u8cbb\u3092\u6349\u3048\u308b\u30d2\u30f3\u30c8\uff083\uff09\u300dThinkwithGoogle, https:\/\/www.thinkwithgoogle.com\/intl\/ja-jp\/marketing-strategies\/app-and-mobile\/shoppersurvey2019-3\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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