低增长社会消费品增量机制研究--基于日本多层级案例

低增长社会消费品增量机制研究

--基于日本多层级案例

彭仲雄¹ 李瑞梁²

(1.澳门大学工商管理学院，澳门特别行政区，999078;

2.青岛城市学院数智会计与金融学院，山东青岛，266106)

摘要:在长期低增长、人口老龄化与需求分层并行的背景下，成熟市场是否仍能创造消费增量，是理解消费品企业高质量增长的重要参照。本文采用探索性多层级案例研究方法，选取日本咖啡行业、小林制药与味之素GNIP/KOKOPlus项目作为行业一企业一国际化项目三个层级案例，考察低增长社会中消费品新增量的生成机制。研究发现，低增长并未消除需求，而是改变需求的可见性、表达方式和组织方式;消费品新增量主要来自“问题结构重塑一场景识别-需求显性化一品类再定义一组织化创新一市场教育一本地化再嵌入”的连续过程。本文进一步提出，成熟市场中的增量创造并非单纯产品创新，而是企业将隐性问题转化为可理解、可购买、可复购消费类别的需求再组织能力。研究同时指出，需求再组织必须受到质量治理闸门约束，组织化创新能力并不自动等同于质量治理能力。研究为低增长社会中的需求再组织、消费品创新和本地化国际化提供机制型解释，也为澳门及大湾区消费升级和企业出海提供比较参照。

关键词:低增长社会消费品增量需求再组织组织化创新本地化国际化

Incremental Growth Creation Mechanisms of Consumer Goods in a Low-Growth

Society: A Multi-Level Case Analysis of Japanese Industry, Firm and

Internationalization

Peng Zhongxiong1 Li Ruiliang2

(1.Faculty of Business Administration, University of Macau, Macao: 2.School of Digital Accounting & Finance,

Qingdao City University, Qingdao,Shandong)

Abstract: This paper examines how mature consumer markets create incremental growth under long-term low growth, population ageing and demand stratification. Based on an exploratory multi-levelcase study of the Japanese coffee industry, Kobayashi Pharmaceutical, and Ajinomoto's GNIP/KOKOPlus project, the study identifies a mechanism through which external constraints reshape problemstructures, firms articulate latent demand, build organizational innovation routines, educate marketsand re-embed capabilities in local contexts. The findings suggest that incremental growth in maturemarkets is not merely product innovation, but an organizational capability to transform implicitproblems into understandable, purchasable and repeatable consumption categories through demand reorganization. The study further highlights that demand reorganization should be constrained by aquality governance gate, since organized innovation capability does not automatically imply qualitygovernance capability.

Keywords: Low-growth Society Consumer Goods Growth Demand Reorganization Organizational Innovation Localized Internationalization

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