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 Genre Thesis or Dissertation URL http://koara.lib.keio.ac.jp/xoonips/modules/xoonips/detail.php?koara_id=KO40003001-00002016 -3176 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.