從紅海到藍海的抗通貨緊縮企業經營管理 個案研究- 以日本旭酒造公司為例

Abstract

The industry of Japanese sake had been shrinking for the past decades after hitting the peak in the year of 1975 along with Japanese economic stagnation and deflation. There seemed to be no hope for the market to be growing any more. There were some assumptions for the reason, which are the followings; - Today customers enjoy more variety of alcohol, such as wine, whisky, beer and so on - Japanese sake has image of being out of date - Younger generation does not like sake very much. Asahi Shuzo however amazingly keeps growing for the past thirty years even under such circumstances not only in the Japanese domestic market but also in the global market. In addition to the poor external environment, Asahi Shuzo was suffering from its internal weakness when the current CEO took over the business from his father in 1984. The purpose of this thesis is to analyze how Asahi Shuzo struggled with solving mounting problem to become a market leader in Japanese sake market and reach some speculations that have general versatility.

The industry of Japanese sake had been shrinking for the past decades after hitting the peak in the year of 1975 along with Japanese economic stagnation and deflation. There seemed to be no hope for the market to be growing any more. There were some assumptions for the reason, which are the followings; - Today customers enjoy more variety of alcohol, such as wine, whisky, beer and so on - Japanese sake has image of being out of date - Younger generation does not like sake very much. Asahi Shuzo however amazingly keeps growing for the past thirty years even under such circumstances not only in the Japanese domestic market but also in the global market. In addition to the poor external environment, Asahi Shuzo was suffering from its internal weakness when the current CEO took over the business from his father in 1984. The purpose of this thesis is to analyze how Asahi Shuzo struggled with solving mounting problem to become a market leader in Japanese sake market and reach some speculations that have general versatility.