| Summary: | 碩士 === 國立臺中科技大學 === 應用日語系日本市場暨商務策略碩士班 === 104 === Japanese market has been overflowing with manufactured goods of various companies for years now. These products, however, lack meaningful difference to provide consumers real choice. Lack of meaningful differentiation in the goods does not provide meaningful choice to the consumers and in return increased profits to the manufacturers. In recent years, however, manufacturers seem to have made efforts to create additional value of their goods for consumers to choose from. The main objective of this study was to reveal how producers can create premium value of their goods to overcome commoditization issues through the case study of two Japanese companies that were successful in achieving this. This study reveals the following three points, especially in Japanese context,1) this study confirms the importance of semantic value, 2) both premium and functional values are important., and 3) this study, based on two examples, hints at the creation of value in existing products to the consumers. Two findings revealed, first, Toyota Motors Corporation created premium value by producing environmentally friendly “eco-car”. The “eco-car” has more possibility to co-exist with natures than conventional car. Another company, Tanita, a health equipment company created premium value for their equipment by starting a new type of restaurant chains that measures and labels each food item in their menu. Therefore, more consumers want to eat Tanita’s food at the restaurant to be healthy. In conclusion, one’s own product can lead to the success by increasing premium value of the products and premium value brings in greater prosperity.
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