著者

刘 博晗 大島 一二

出版者

桃山学院大学総合研究所

雑誌

桃山学院大学経済経営論集 = ST.ANDREW'S UNIVERSITY ECONOMIC AND BUSINESS REVIEW (ISSN:02869721)

巻号頁・発行日

vol.63, no.4, pp.105-123, 2022-02-17

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In this paper, I have described the development of Company H's productstrategy in the Chinese market, which was established in roughly threestages. In the first stage, the company confirmed that there was a certainlevel of product demand in the Chinese market through antenna stores andthorough tasting and development. Next, in the second stage, by promotingthe localization strategy in product development, we have improved thesatisfaction level of local consumers and achieved sales expansion bypromoting further adjustments. By juxtaposing this localization strategywith the promotion strategy, the company has promoted the recognition ofJapanese style curry among Chinese consumers. Finally, we believe thatthe current third staircase aims to further expand sales in the market bydiversifying the product through various adjustments.With the progress of these efforts, Company H has achieved somesuccess.