サントリー・中国事業の史的展開
-上海ビール市場における既存能力群の融合と流通革新 (1)-
2002 年 37 巻 4 号 p. 76-101
詳細
2002 年 37 巻 4 号 p. 76-101
The purpose of this paper is to show the reason why Suntory was able to innovate on a distribution channel in the Shanghai Beer industry. Suntory has had strong marketing skills and high technology in beer production in Japan. From 1984, Suntory's Chinese Business began in earnest. China Jiangsu Suntory Foods became the number one beer maker of Jiangsu Province, and Suntory developed skills in the management of a Chinese beer company. These Chinese business skill work as the core competence of Suntory's business in China. In 1996, Suntory established Shanghai Suntory Brewing and started a beer business in Shanghai. Though the Chinese business skills worked well, they were not good enough to make Suntory Shanghai's top beer maker. The marketing skills and knowledge of the beer market's competence, which were obtained in Japan, were needed. From 1997, Chinese business skills combined with marketing skills helped the rapid increase in Suntory beer sales. Suntory has been the number one beer maker in Shanghai since 1999. Suntory's technology and management skills have been adjusted to the Chinese market and work well in China. The adjustment process distinguishes Suntory from others and contributed to Suntory's to success in distribution innovation.
