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日本における「コモディティ・トラップ」の探究 - 家庭用ロボット掃除機における事例研究-

In search of “commodity traps” in Japan - A case study of vacuum cleaning robots in the home -

長江庸泰
한국일본근대학회 (The Japanese Modern Association Of Korea)|2015.05|일본근대학연구 (The Japanese Modern Association of Korea)|제48호|pp. 405-424|DOI 10.16979/jmak..48.201505.405

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참고문헌

키워드

Service Robots戦略的イノベーションロボット技術サービスロボット家庭用ロボット掃除機技術経営Strategic InnovationRT: Robot TechnologyVacuum Cleaning Robots in the HomeMOT: Management of Technology

초록

日本大学人口研究所[Nihon University Population Research Institute (NUPRI)]の分析によれば、『日本の家族介護力(高齢 人口に対する40~59歳の女性人口)は2005年以降、世界192ヵ国中最低水準となり、この傾向は2022年以降50年間続く』こ とを指摘している。 本論では、サービス支援技術を、高齢者・病人などの「身体的弱者向けの支援技術」として再考し、産学官連携の下、 「生活機能補完技術(すなわちサービスロボット技術)」という新たな産業分野に発展させることにより、国民全員に基礎 的な安心感を与えるという「イノベーションの観点」を踏まえ、サービスロボット技術の戦略的イノベーションに焦点を あてながら(1) 家庭用ロボット掃除機における事例研究、(2) 日本における「コモディティ・トラップ」 の探究の2点から 検証を行う。 本論における「コモディティ化(commoditization, commodification)」とは、「ある経済価値を有する商品カテゴリにおいて、 競争商品間の差別化特性(製品性能、品質、ブランド力等)が失われ、市場や顧客の眼には、単なる日常品(commodity)とし てしか映らなくなってしまうプロセス」と置く。 よりイノベーションに特化し、よりデザイン性を高め、より賢く、より安価な製品差別化で臨む企業も、その差別化 がすぐに模倣されてしまう現実に直面し、また、製品が市場を魅了する時間も、新たな製品の台頭により魅力の減少を 余儀なきものにする。つまり、「コモディティ化の罠」の行き着く先は、「コモディティ化による地獄」である。

Abstract

An analysis undertaken by NUPRI (Nihon University Population Research Institute) indicates that the number of Japanese households able to provide care for the elderly, that is, households containing a woman aged 40 to 59 and an elderly person, have been, since 2005, among the lowest in the world (i.e., 192 states), and this trend is expected to continue for fifty years from 2022 onwards. By reconsidering service support technology for the physically weak, that is, the elderly and the ill, it is possible, through cooperation among industry, academia, and government, to develop a new field of robot technology, a “life function support robot technology (i.e., service robot technology)”, that will provide all citizens with a basic level of security. This paper focuses specifically on strategic innovation in service robot technology and the two main points that will be examined are as follows. 1. A case study of vacuum cleaning robots in the home. 2. In search of a “commodity trap (i.e., commoditization trap)” in Japan. Commoditization is defined as the process by which goods that have economic value and are distinguishable in terms of attributes (product performance, quality or brand) end up becoming simple commodities in the eyes of the market or consumers. Corporations that differentiate their products by building them to be more innovative, more designable, more smart and cheaper begin to find that others quickly imitate every new feature that they introduce. The length of time that any given product is attractive in the market begins to decline, as even newer products quickly take over. A “commodity trap” will end up becoming a “commodity hell”.

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