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Title 楽天とアマゾンの成長戦略の比較 Sub Title Author 湯, 志華(Tang, Zhihua) 磯辺, 剛彦(Isobe, Takehiko) Publisher 慶應義塾大学大学院経営管理研究科 Publication Year 2016 Jtitle Abstract Notes 修士学位論文

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Title 楽天とアマゾンの成長戦略の比較 Sub Title Author 湯, 志華(Tang, Zhihua) 磯辺, 剛彦(Isobe, Takehiko) Publisher 慶應義塾大学大学院経営管理研究科 Publication Year 2016 Jtitle Abstract Notes 修士学位論文 Title 楽天とアマゾンの成長戦略の比較 Sub Title Author 湯, 志華(Tang, Zhihua) 磯辺, 剛彦(Isobe, Takehiko) Publisher 慶應義塾大学大学院経営管理研究科 Publication year 2016 Jtitle Abstract Notes 修士学位論文. 2016年度経営学 第3176号 Genre Thesis or Dissertation URL https://koara.lib.keio.ac.jp/xoonips/modules/xoonips/detail.php?koara_id=KO40003001-0000201 6-3176 慶應義塾大学学術情報リポジトリ(KOARA)に掲載されているコンテンツの著作権は、それぞれの著作者、学会または出版社/発行者に帰属し、その権利は著作権法によって 保護されています。引用にあたっては、著作権法を遵守してご利用ください。 The copyrights of content available on the KeiO Associated Repository of Academic resources (KOARA) belong to the respective authors, academic societies, or publishers/issuers, and these rights are protected by the Japanese Copyright Act. When quoting the content, please follow the Japanese copyright act. Powered by TCPDF (www.tcpdf.org) 2016 1 EC EC 2 3 4 3 4 4 5 M&A 6 7 2 1. .................................................................................................................... 4 1-1. ................................................................................................................. 4 1-2. ......................................................................................................... 4 1-3. ..................................................................................................... 5 1-4. ......................................................................................................... 5 1-5. ......................................................................................................... 5 2. ................................................................ 6 3. .................................................................................................................... 7 3-1. ..................................................................................... 7 3-2. ..................................................................... 8 4. ............................................................................ 9 4-1. ............................................... 10 4-2. ................................................................... 11 4-3. ....................................................... 14 5. .......................................................................................... 17 5-1. win-win ............................................. 17 5-2. ........................................................... 20 5-3. ........................................... 22 5-4. ............................... 24 5-5. ........................................... 26 5-6. ............................................... 29 6. .................................................. 30 6-1. ....................................... 31 6-2. ................................................................... 32 6-3. ................................... 33 6-4. ............................................................... 35 6-5. ................................................... 36 6-6. ............................... 37 6-7. ....................................................................................................... 39 6-8. ....................................................................... 41 7. ...................................................................................................................... 42 8. Exhibit .............................................................................................. 44 8-1. 1 ............................................................ 44 8-2. 2 ............................ 46 8-3. 3 20002016 ............ 58 8-4. 4 amazon.com 19982016 ... 61 8-5. 5 ........................................................ 76 3 1. M&A 20 1-1. 1990 EC EC www.amazon.co.jp EC 1-2. 20 1 CEO 4 1-3. 20 Bottleneck 1-4. OB 1-5. EC 5 2. GDP 6 2016 2-1 B2C-EC 2005 2015 GAGR 13.29% 2-1B2C-EC 160,000 0.2 145,000 17.38% 0.18 140,000 127,970 16.31% 0.16 111,660 120,000 14.61% 13.94% 0.14 95,130 100,000 12.46% 13.31% 84,590 0.12 77,880 CAGR=13.29% 80,000 0.1 66,9609.97% 60,890 8.62% 0.08 60,000 53,440 36,950 37,680 0.06 40,000 0.04 20,000 0.02 0 0 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2-2 2014 1 0,018 82.8% 2-2 12,000 90.0% 82.8% 82.8% 78.0% 78.2% 79.1% 79.5% 80.0% 10,000 75.3% 72.6% 73.0% 70.8% 10,044 10,018 70.0% 66.0% 9,462 9,610 9,652 64.3% 9,091 9,408 8,000 8,529 8,754 8,811 60.0% 7,948 7,730 50.0% 6,000 40.0% 4,000 30.0% 20.0% 2,000 10.0% 0 0.0% 03 04 05 06 07 08 09 10 11 12 13 14 6 3. 2010 3-12015 7,136 9,999 CAGR 15.57% 17.51% 3-120102015 30,000 CAGR23.47% 27,000 CAGR:15.57% 25,000 CAGR17.51% 20,100 20,000 17,678 14,460 15,000 12,540 9,409 10,000 9,999 8,454 7,536 7,136 5,986 6,304 5,186 5,316 4,435 5,000 3,461 4,462 3,799 0 2010 2011 2012 2013 2014 2015 4 3-1. 3-1 5 3-1 1 2006 7 R-Stage32006 R-Stage42011 R-Stage4 3-1 1 R-Stage1 1997~2001 R-Stage2 2002~2005 R-Stage3 2006~2010 R-Stage4 2011~ 3-2. 1998 2000 3-2 2 2 amazon.com A-Stage2 8 A-Stage32006 2013 9 9 A-Stage42014 3-2 A-Stage1 1998~2000 A-Stage2 2001~2006 A-Stage3 2007~2013 A-Stage4 2014~ 4. 1 amazon.com amazon.com 1 9 20 2 4-1. 4 9 2 4-1 4-1 2 Kindle 2012.10 22/292 10 BS/PL 3 4-2. EC EC EC 4-2 4-2 2-2 EC 2000 M&A EC 1997 EC EC Fintech EC 11 EC 4-3 M&A 2000 2016 20 M&A 4-3 3 M&A 3 2016 4 34 EC 8 6 4 SNS 3 3 12 M&A 4-4 , 1, 1 , 1 , 1 EC, 8 CLOUD, 1 , 2 , 2 , 3 , 6 SNS, 3 , 4 3 12 EC 4-5 4-5 1. 20~50 2. off-line EC off-line 20% EC EC 13 4-3. amazon.com 4-6 EC n, n≥0 Amazon 1995 1 1 A-Stage32006 13 2013 9 EC 2 14 EC AWS EC 20 2010 2015 2% 4-7 2 4-7 EC AWS Amazon Web Service 9 M&A amazon.com M&A amazon.com M&A 4-8 amazon.com , 1 , 2 , 1 , 2 , 6 , 2 , 27 , 24 , 2 , 9 15 4-8 amazon.com 2015 77 M&A 2 1 1 4-9 4-9 1 0 16 EC M&A 5. 5 9 5 5-1. win-win CEO win-win 5-1 2008~2015 45,000 40,000 35,000 41,996 41,536 41,489 37,173 38,553 40,735 30,000 25,000 31,543 20,000 25,341 15,000 10,000 5,000 0 2008.12 2009.12 2010.12 2011.12 2012.12 2013.12 2014.12 2015.12 17 EC win- win 5-1 2015 EC win-win 5-1 win- win 18 5-1 win-win 9 15 9 42601 14 12 41,442 1,159 1 1 1 2 2 3 3 4 4 5 5 1 1 2 3 2 4 3→→ 4 5 4 NHK p19 2016 19 5-2. 9 EC 2 2 20 5-2 EC EC Off-line APP 1 1 2 2 3 3 4 4 5EC 5 1 1 2 2 3 3 21 5-3.
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