{"id":16382,"date":"2025-02-28T08:00:11","date_gmt":"2025-02-27T23:00:11","guid":{"rendered":"https:\/\/essential.co.jp\/?p=16382"},"modified":"2025-02-27T18:33:24","modified_gmt":"2025-02-27T09:33:24","slug":"%e3%83%81%e3%83%a7%e3%82%b3%e3%82%b6%e3%83%83%e3%83%97%e3%81%af%e5%b8%b8%e9%80%a3%e5%ae%a2%e3%82%92%e3%82%b7%e3%82%ab%e3%83%88%ef%bc%9f","status":"publish","type":"post","link":"https:\/\/essential.co.jp\/?p=16382","title":{"rendered":"\u30c1\u30e7\u30b3\u30b6\u30c3\u30d7\u306f\u5e38\u9023\u5ba2\u3092\u30b7\u30ab\u30c8\uff1f"},"content":{"rendered":"<p>\u3053\u3093\u306b\u3061\u306f\u3002<br \/>\r\n\u76f8\u99ac\u4e00\u9032\uff08\u305d\u3046\u307e\u304b\u305a\u3086\u304d\uff09\u3067\u3059\u3002<\/p>\r\n<p><br \/>\r\n\u524d\u56de\u304b\u3089\u3001\u300c\u30c1\u30e7\u30b3\u30b6\u30c3\u30d7 \u7206\u901f\u6210\u9577\u306e\u7406\u7531\u300d\u3068\u3044\u3046<br \/>\r\n\u30b7\u30ea\u30fc\u30ba\u5f62\u5f0f\u306e\u8a18\u4e8b\u3092\u66f8\u3044\u3066\u3044\u307e\u3059\u3002<\/p>\r\n<p><br 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\/><\/a>\n<\/div>\r\n<p>&nbsp;<\/p>\r\n<p><strong>\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d<\/strong><\/p>\r\n<p><strong>\u3000\u300e \u30c1\u30e7\u30b3\u30b6\u30c3\u30d7 \u7206\u901f\u6210\u9577\u306e\u7406\u7531\uff08\u7b2c2\u56de\u76ee\uff09\u300f<\/strong><br \/>\r\n<strong>\u3000\u30c1\u30e7\u30b3\u30b6\u30c3\u30d7\u306f\u5e38\u9023\u5ba2\u3092\u30b7\u30ab\u30c8\uff1f<\/strong><\/p>\r\n<p><strong>\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d\uff1d<\/strong><\/p>\r\n<p><br \/>\r\n\u307e\u305a\u3001\u30c1\u30e7\u30b3\u30b6\u30c3\u30d7\u304c\u88fe\u91ce\u3092\u5e83\u3052\u308b\u305f\u3081\u306b<br \/>\r\n\u4f55\u3092\u3057\u305f\u306e\u304b\u3054\u7d39\u4ecb\u3057\u307e\u3057\u3087\u3046\u3002<\/p>\r\n<p><br 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\/>\r\n\u58c1\u7d19\u3084\u30a4\u30f3\u30c6\u30ea\u30a2\u3001\u30de\u30b7\u30f3\u307e\u3067\u3059\u3079\u3066<br \/>\r\n\u767d\u57fa\u8abf\u3067\u7d71\u4e00\u3057\u3066\u3044\u307e\u3059\u3002<\/p>\r\n<p><br \/>\r\n\u30e9\u30a4\u30b6\u30c3\u30d7\u30b0\u30eb\u30fc\u30d7\u53d6\u7de0\u5f79\u306e\u6751\u6a4b\u6c0f\u306f<br \/>\r\n\u300c\u521d\u5fc3\u8005\u306e\u65b9\u3067\u3082\u5165\u308a\u3084\u3059\u3044\u3088\u3046\u306b<br \/>\r\n\u660e\u308b\u3044\u96f0\u56f2\u6c17\u3092\u3064\u304f\u3063\u305f\u300d\u3068<br \/>\r\n\u30a4\u30f3\u30bf\u30d3\u30e5\u30fc\u3067\u8a9e\u3063\u3066\u3044\u307e\u3059\u3002<\/p>\r\n<p><br \/>\r\n\u307e\u3055\u306b\u3001\u72d9\u3044\u3069\u304a\u308a\u3067\u3059\u3088\u306d\uff1f<\/p>\r\n<p>&nbsp;<\/p>\r\n<p>\u7d9a\u3044\u3066\u30c1\u30e7\u30b3\u30b6\u30c3\u30d7\u306e\u5229\u4fbf\u6027\u306b\u3064\u3044\u3066<br \/>\r\n\u898b\u3066\u307f\u307e\u3057\u3087\u3046\u3002<\/p>\r\n<p><br \/>\r\n<strong><span style=\"color: #339966;\">\u30fb24\u6642\u9593\u4f7f\u3048\u308b<\/span><\/strong><\/p>\r\n<p><br \/>\r\n\u65e9\u671d\u3068\u304b\u6df1\u591c\u306a\u3069\u306e\u3001<br \/>\r\n\u3061\u3087\u3063\u3068\u3057\u305f\u6642\u9593\u3067\u3082\u5229\u7528\u3067\u304d\u308b\u306e\u3067<br \/>\r\n\u30e9\u30a4\u30c8\u30e6\u30fc\u30b6\u30fc\u3084\u30ce\u30f3\u30e6\u30fc\u30b6\u30fc\u306b\u3068\u3063\u3066\u4fbf\u5229\u3067\u3059\u306d\u3002<\/p>\r\n<p><br \/>\r\n<strong><span style=\"color: #339966;\">\u30fb\u9774\u3092\u8131\u304c\u305a\u3001\u670d\u3082\u7740\u66ff\u3048\u305a\u306b\u904b\u52d5\u3067\u304d\u308b<\/span><\/strong><\/p>\r\n<p><br \/>\r\n\u904b\u52d5\u305b\u305a\u306b\u30bb\u30eb\u30d5\u30a8\u30b9\u30c6\u3084\u30bb\u30eb\u30d5\u8131\u6bdb\u3060\u3051<br \/>\r\n\u5229\u7528\u3057\u305f\u3044\u30ce\u30f3\u30e6\u30fc\u30b6\u30fc\u306b\u3068\u3063\u3066\u306f\u4fbf\u5229\u3067\u3059\u3002<\/p>\r\n<p><br \/>\r\n\u6c57\u3060\u304f\u306b\u306a\u308b\u307e\u3067\u7b4b\u30c8\u30ec\u3092\u3059\u308b<br \/>\r\n\u30d8\u30d3\u30fc\u30e6\u30fc\u30b6\u30fc\u306b\u306f\u8003\u3048\u3089\u308c\u306a\u3044\u4ed5\u69d8\u3067\u3059\u306d\u3002<\/p>\r\n<p>&nbsp;<\/p>\r\n<p>\u6700\u5f8c\u306b\u3001\u4fa1\u683c\u306b\u3064\u3044\u3066\u3082\u898b\u3066\u3044\u304d\u307e\u3057\u3087\u3046\u3002<\/p>\r\n<p><br \/>\r\n\u30e9\u30a4\u30b6\u30c3\u30d7\u30b0\u30eb\u30fc\u30d7\u306e\u702c\u6238\u793e\u9577\u306f\u3001<br \/>\r\n\u30b5\u30fc\u30d3\u30b9\u3092\u59cb\u3081\u308b\u524d\u306b\u4fa1\u683c\u304b\u3089\u8003\u3048\u3066<br \/>\r\n\u7a0e\u629c\u304d2,980\u5186\u306b\u6c7a\u3081\u305f\u305d\u3046\u3067\u3059\u3002<\/p>\r\n<p><br \/>\r\n\u305d\u306e\u7406\u7531\u306f\u3001\u300c\u65e5\u672c\u4e2d\u306e\u4eba\u3005\u304c\u300e\u884c\u304b\u306a\u3051\u308c\u3070\u640d\u3060\u300f<br \/>\r\n\u3068\u611f\u3058\u308b\u4fa1\u683c\u307e\u3067\u4e0b\u3052\u3066\u307f\u3088\u3046\u300d\u3068\u8003\u3048\u305f\u304b\u3089\u3067\u3057\u305f\u3002<\/p>\r\n<p><br \/>\r\n\u3053\u306e\u767a\u8a00\u304b\u3089\u3082\u3001\u30d8\u30d3\u30fc\u30e6\u30fc\u30b6\u30fc\u3088\u308a\u3082\u3001<br \/>\r\n\u30e9\u30a4\u30c8\u30e6\u30fc\u30b6\u30fc\u3084\u30ce\u30f3\u30e6\u30fc\u30b6\u30fc\u3092<br \/>\r\n\u898b\u636e\u3048\u3066\u3044\u308b\u3053\u3068\u304c\u308f\u304b\u308a\u307e\u3059\u3002<\/p>\r\n<p><br \/>\r\n\u300c\u4f4e\u4fa1\u683c\u3060\u304b\u3089\u3001\u307e\u3042\u8a66\u3057\u3066\u307f\u308b\u306e\u3082\u3042\u308a\u304b\u306a\u300d<br \/>\r\n\u3068\u601d\u3063\u3066\u3082\u3089\u3048\u308b\u5024\u6bb5\u306b\u3057\u305f\u308f\u3051\u3067\u3059\u3002<\/p>\r\n<p>&nbsp;<\/p>\r\n<p>\u3055\u3066\u3001\u3053\u3053\u307e\u3067\u8aad\u3093\u3067\u3001<br \/>\r\n\u3042\u306a\u305f\u306f\u3053\u3046\u601d\u3046\u304b\u3082\u3057\u308c\u307e\u305b\u3093\u3002<\/p>\r\n<p><br \/>\r\n\u300c\u306a\u305c\u30d8\u30d3\u30fc\u30e6\u30fc\u30b6\u30fc\u3067\u306f\u306a\u304f\u3001<br \/>\r\n\u30e9\u30a4\u30c8\u30e6\u30fc\u30b6\u30fc\u3084\u30ce\u30f3\u30e6\u30fc\u30b6\u30fc\u306b<br \/>\r\n\u30d5\u30a9\u30fc\u30ab\u30b9\u3057\u3066\u3044\u308b\u306e\uff1f\u300d\u3068\u3002<\/p>\r\n<p><br \/>\r\n\u305f\u3057\u304b\u306b\u3001\u7d4c\u55b6\u30b3\u30f3\u30b5\u30eb\u30bf\u30f3\u30c8\u3084\u30de\u30fc\u30b1\u30bf\u30fc\u306f<br \/>\r\n\u300c\u30d3\u30b8\u30cd\u30b9\u3092\u52b9\u7387\u7684\u306b\u6210\u9577\u3055\u305b\u308b\u306b\u306f\u3001<br \/>\r\n\u30d8\u30d3\u30fc\u30e6\u30fc\u30b6\u30fc\u5411\u3051\u306b\u3057\u305f\u307b\u3046\u304c\u826f\u3044\u300d<br \/>\r\n\u3068\u8a00\u3046\u3053\u3068\u304c\u3042\u308a\u307e\u3059\u3002<\/p>\r\n<p><br \/>\r\n<strong>\u3067\u3082\u3001\u30a8\u30d3\u30c7\u30f3\u30b9\u306b\u57fa\u3065\u3044\u3066\u8a00\u3048\u3070\u771f\u5b9f\u306f\u9006\u306a\u3093\u3067\u3059\u3002<\/strong><\/p>\r\n<p><br \/>\r\n\u306a\u305c\u3001\u30e9\u30a4\u30c8\u30e6\u30fc\u30b6\u30fc\u3084\u30ce\u30f3\u30e6\u30fc\u30b6\u30fc\u306b\u5411\u3051\u3066<br \/>\r\n\u30d3\u30b8\u30cd\u30b9\u3092\u3059\u308b\u65b9\u304c\u826f\u3044\u306e\u3067\u3057\u3087\u3046\u304b\uff1f\u3000<\/p>\r\n<p><br \/>\r\n\u3053\u306e\u3053\u3068\u3092\u8aac\u660e\u3057\u305f\u306e\u304c\u3001<br \/>\r\n\u5357\u30aa\u30fc\u30b9\u30c8\u30e9\u30ea\u30a2\u5927\u5b66\u306e\u8ad6\u6587\u3067\u3059\u3002<\/p>\r\n<p><br \/>\r\n\u3053\u308c\u3082\u82f1\u8a9e\u3067\u3059\u304c\u3001\u8208\u5473\u304c\u3042\u308c\u3070\u8aad\u3093\u3067\u307f\u3066\u304f\u3060\u3055\u3044\u3002<\/p>\r\n<p>Brand growth in packaged goods markets: Ten cases with common patterns<br \/>\r\n<a href=\"https:\/\/onlinelibrary.wiley.com\/doi\/abs\/10.1002\/cb.1595\">https:\/\/onlinelibrary.wiley.com\/doi\/abs\/10.1002\/cb.1595<\/a><\/p>\r\n<p><br \/>\r\n\u3053\u306e\u30a8\u30d3\u30c7\u30f3\u30b9\u3067\u306f\u3001<br \/>\r\n\u524d\u5e74\u6bd4\u3067\u5e02\u5834\u30b7\u30a7\u30a2\u3092\u4f38\u3070\u3057\u305f10\u306e\u5546\u54c1\u3092<br \/>\r\n\u8abf\u67fb\u3057\u3066\u4f55\u304c\u5171\u901a\u70b9\u304b\u3092\u7279\u5b9a\u3057\u307e\u3057\u305f\u3002<\/p>\r\n<p><br \/>\r\n\u305d\u306e\u5171\u901a\u70b9\u3068\u306f\u3001\u30e9\u30a4\u30c8\u30e6\u30fc\u30b6\u30fc\u3084\u30ce\u30f3\u30e6\u30fc\u30b6\u30fc\u304c<br \/>\r\n\u9855\u8457\u306b\u5897\u3048\u3066\u3044\u305f\u3053\u3068\u3067\u3057\u305f\u3002<\/p>\r\n<p><br \/>\r\n\u3055\u3089\u306b\u885d\u6483\u7684\u306a\u306e\u306f\u3001<br \/>\r\n\u300c\u3042\u308b\u5e74\u306b\u30d8\u30d3\u30fc\u30e6\u30fc\u30b6\u30fc\u3060\u3063\u305f\u4eba100\u4eba\u4e2d<br \/>\r\n\u7fcc\u5e74\u3082\u30d8\u30d3\u30fc\u30e6\u30fc\u30b6\u30fc\u3067\u5c45\u7d9a\u3051\u308b\u306e\u306f53\u4eba\u3060\u3051\u300d<br \/>\r\n\u3068\u3044\u3046\u30c7\u30fc\u30bf\u3067\u3059\u3002<\/p>\r\n<p><br \/>\r\n\u6050\u308d\u3057\u3044\u3067\u3059\u3088\u306d\uff1f\u3000<\/p>\r\n<p><br \/>\r\n\u8981\u306f\u3001\u6bce\u5e74\u30d8\u30d3\u30fc\u30e6\u30fc\u30b6\u30fc\u306e\u534a\u5206\u304c<br \/>\r\n\u5931\u308f\u308c\u3066\u3044\u3063\u3066\u3044\u308b\u306e\u3067\u3059\u3002<\/p>\r\n<p><br \/>\r\n\u3067\u3082\u3001\u79c1\u305f\u3061\u306e\u7d4c\u9a13\u3067\u3082\u3042\u308a\u307e\u3059\u3088\u306d\uff1f\u3000<\/p>\r\n<p><br \/>\r\n\u3042\u308b\u5e74\u306b\u30c0\u30a4\u30a8\u30c3\u30c8\u306b\u306f\u307e\u3063\u3066\u3044\u305f\u3051\u308c\u3069\u3001<br \/>\r\n\u7fcc\u5e74\u306b\u306a\u3063\u305f\u3089\u98fd\u304d\u3066\u3057\u307e\u3063\u3066\u3084\u3089\u306a\u304f\u306a\u3063\u305f\u3053\u3068\u304c\u3002<\/p>\r\n<p>&nbsp;<\/p>\r\n<p>\u3067\u306f\u3069\u3046\u3059\u308c\u3070\u826f\u3044\u306e\u3067\u3057\u3087\u3046\u304b\uff1f\u3000<\/p>\r\n<p><br \/>\r\n\u7c21\u5358\u3067\u3059\u306d\u3002<\/p>\r\n<p><br \/>\r\n<strong>\u30ce\u30f3\u30e6\u30fc\u30b6\u30fc\u3084\u30e9\u30a4\u30c8\u30e6\u30fc\u30b6\u30fc\u3092<\/strong><br \/>\r\n<strong>\u305f\u304f\u3055\u3093\u7372\u5f97\u3057\u7d9a\u3051\u308b\u3053\u3068\u3067\u3059\u3002<\/strong><\/p>\r\n<p><br \/>\r\n\u3042\u306a\u305f\u306f\u307e\u3055\u304b\u3001\u30d8\u30d3\u30fc\u30e6\u30fc\u30b6\u30fc\u3001<br \/>\r\n\u3064\u307e\u308a\u5e38\u9023\u3055\u3093\u306e\u58f0\u306b\u3057\u304b<br \/>\r\n\u8033\u3092\u50be\u3051\u3066\u3044\u306a\u3044\u306a\u3093\u3066\u30df\u30b9\u3092\u72af\u3057\u3066\u3044\u306a\u3044\u3067\u3059\u3088\u306d\uff1f\u3000<\/p>\r\n<p><br \/>\r\n\u3053\u306e\u30df\u30b9\u3092\u3084\u3063\u3066\u3044\u305f\u3089\u30e4\u30d0\u3044\u3067\u3059\u3088\u3002<\/p>\r\n<p><br \/>\r\n\u3053\u308c\u304c\u3001\u3042\u306a\u305f\u306e\u30d3\u30b8\u30cd\u30b9\u3092\u505c\u6ede\u3055\u305b\u308b<br \/>\r\n\u539f\u56e0\u306e1\u3064\u306b\u306a\u3063\u3066\u3044\u308b\u306e\u3067\u3059\u3002<\/p>\r\n<p><br \/>\r\n<span style=\"color: #ff0000;\">\u91cd\u8981\u306a\u306e\u306f\u3001\u3042\u306a\u305f\u306e\u3068\u3053\u308d\u306b<\/span><br \/>\r\n<span style=\"color: #ff0000;\">\u305f\u307e\u306b\u3057\u304b\u6765\u306a\u3044\u304a\u5ba2\u3055\u3093\u306e\u58f0\u306b\u8033\u3092\u50be\u3051\u308b\u3053\u3068\u3067\u3059\u3002<\/span><\/p>\r\n<p><br \/>\r\n\u5b9f\u4f8b\u3092\u3054\u7d39\u4ecb\u3057\u307e\u3057\u3087\u3046\u3002<\/p>\r\n<p><br \/>\r\n\u79c1\u306e\u30af\u30e9\u30a4\u30a2\u30f3\u30c8\u3067<br \/>\r\n\u5b50\u80b2\u3066\u306e\u5fc3\u7406\u7642\u6cd5\u3092\u63d0\u4f9b\u3057\u3066\u3044\u308b\u5973\u6027\u304c\u3044\u307e\u3057\u305f\u3002<\/p>\r\n<p><br \/>\r\n\u6700\u521d\u306f\u300c\u7d71\u5408\u5931\u8abf\u75c7\u3084\u53cc\u6975\u6027\u969c\u5bb3\u306e<br \/>\r\n\u304a\u5b50\u3055\u3093\u3092\u6301\u3064\u89aa\u5fa1\u3055\u3093\u300d\u3068\u3044\u3046<br \/>\r\n\u30d8\u30d3\u30fc\u30e6\u30fc\u30b6\u30fc\u306b\u7279\u5316\u3057\u3066\u3044\u307e\u3057\u305f\u3002<\/p>\r\n<p><br \/>\r\n\u3057\u304b\u3057\u3001\u3053\u306e\u5bfe\u8c61\u306f\u4eba\u53e3\u306e1\u301c2%\u3068\u5c11\u306a\u304f<br \/>\r\n\u5e83\u544a\u3092\u51fa\u3057\u3066\u3082\u30da\u30a4\u3057\u306a\u3044\u72b6\u6cc1\u3067\u3057\u305f\u3002<\/p>\r\n<p><br \/>\r\n\u305d\u3053\u3067\u3001\u300c\u4e0d\u767b\u6821\u3084\u5f15\u304d\u3053\u3082\u308a\u306e\u304a\u5b50\u3055\u3093\u3067<br \/>\r\n\u60a9\u3093\u3067\u3044\u308b\u89aa\u5fa1\u3055\u3093\u300d\u3068\u3044\u3046\u30e9\u30a4\u30c8\u30e6\u30fc\u30b6\u30fc\u306b<br \/>\r\n\u30d2\u30a2\u30ea\u30f3\u30b0\u3057\u3001\u5546\u54c1\u3092\u6539\u5584\u3057\u307e\u3057\u305f\u3002<\/p>\r\n<p><br \/>\r\n\u3059\u308b\u3068\u3001\u58f2\u4e0a\u304c\u5927\u304d\u304f\u4f38\u3073\u305f\u306e\u3067\u3059\u3002<\/p>\r\n<p><br \/>\r\n\u3042\u306a\u305f\u306e\u30d3\u30b8\u30cd\u30b9\u3067\u3082\u3001<br \/>\r\n\u305c\u3072\u30e9\u30a4\u30c8\u30e6\u30fc\u30b6\u30fc\u306e\u58f0\u3092\u805e\u3044\u3066\u3001<br \/>\r\n\u305d\u306e\u4eba\u304c\u3088\u308a\u8cb7\u3044\u305f\u304f\u306a\u308b\u3088\u3046\u306b<br \/>\r\n\u5546\u54c1\u3092\u6539\u5584\u3057\u3066\u307f\u3066\u304f\u3060\u3055\u3044\u3002<\/p>\r\n<p>&nbsp;<\/p>\r\n<p>\u4eca\u56de\u306f\u3001\u300c\u30e9\u30a4\u30c8\u30e6\u30fc\u30b6\u30fc\u3092\u91cd\u8996\u3059\u308b\u300d<br \/>\r\n\u91cd\u8981\u6027\u3092\u304a\u4f1d\u3048\u3057\u307e\u3057\u305f\u3002<\/p>\r\n<p><br \/>\r\n\u3057\u304b\u3057\u3001\u3053\u308c\u3060\u3051\u3067\u306f\u58f2\u4e0a\u306f\u4e0a\u304c\u308a\u307e\u305b\u3093\u3002<\/p>\r\n<p><br \/>\r\n\u5546\u54c1\u3092\u6539\u5584\u3057\u3066\u3082\u3001<br \/>\r\n\u30e9\u30a4\u30c8\u30e6\u30fc\u30b6\u30fc\u306f\u305d\u306e\u3053\u3068\u306b\u306a\u304b\u306a\u304b\u6c17\u3065\u304b\u306a\u3044\u304b\u3089\u3067\u3059\u3002<\/p>\r\n<p><br \/>\r\n\u6b21\u56de\u306f\u3001\u30c1\u30e7\u30b3\u30b6\u30c3\u30d7\u304c\u3069\u306e\u3088\u3046\u306b<br \/>\r\n\u96c6\u5ba2\u3057\u305f\u306e\u304b\u304a\u4f1d\u3048\u3057\u307e\u3059\u306d\u3002<\/p>\r\n<p><br 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