earticle

영어

The purpose of this paper is to investigate the changes Japanese beverage industry underwent during the low-growth period and how major companies responded to those changes. The need for the study is motivated by the research question that there may be a number of implications for the Korean economy, which is raising concerns about its continued low growth. It should be significant to examine the process of change in the Japanese economy that has experienced a long period of low growth. For the analysis, an analysis framework was presented in consideration of the characteristics of the beverage industry, and two representative companies were compared and analyzed. The results of the analysis are as follows. First, in terms of distribution structure, the most remarkable change in the Japanese soft drink industry in the 2010s was the diversification of sales channels. Second, in terms of the competitive landscape, it was found that several companies from industries other than the beverage industry entered the market, while some companies chose to merge with others or close their business altogether. Third, regarding consumer trends, it was found that beverage consumption per capita did not change significantly. To cope with these changes in the business environment, Kagome attempted to break away from the image of a tomato producing company, which has been a key driver of growth. A new strategy for mid- to long-term development to implement awareness reform was also established. Meanwhile, it was shown that Dydo Drinco, while maintaining the corporate image as a vending machine company, sought to expand to overseas markets beyond its domestic market where further growth appears unlikely as companies from different sectors started to enter the beverage industry.

한국어

본 논문의 목적은 저성장기 일본 청량음료업계에는 어떤 변화가 일어났고, 그 변화에 주요 기업들은 어떻게 대처했는지를 규명하는 것이다. 저성장이 지속되는 것에 대한 우려가 높아 지는 우리 경제가 얻을 수 있는 시사점이 적지 않을 것이라는 연구문제에서 출발했다. 분석을 위해 청량음료업계가 지닌 특성을 고려하여 분석틀을 제시했고, 대표적인 두 기업 을 비교 분석하였다. 분석한 결과, 첫째 유통구조 측면에서 2010년대 일본 청량음료 업계의 가장 두드러진 변화는 판매채널이 다양해진 점을 알 수 있었다. 둘째 경쟁구도 측면에서는 이업종의 시장진입과 기업간 통폐합이 일어났음을 규명했다. 셋째 소비자동향과 관련해서는 1인당 음료소비는 크게 변화하지 않은 것으로 나타났으며, 이러한 기업환경 변화에 대응하기 위해 가고메는 고착된 기업이미지에서 벗어나는 시도를 했고, 의식 개혁을 실천하기 위한 중 장기 발전 전략도 새롭게 구축했다. 한편 다이도 드링크는 자동판매기 사업이라는 기존 기업 이미지를 고수하며 유지시켰으나, 청량음료업계에 새롭게 이업종에서의 진입이 활발해지자 성장을 기대하기 어려워진 국내시장에서 벗어나 해외로 판로를 개척한 것으로 나타났다.