ヤマハ・エレキギターの市場戦略 - tku.ac.jp

1 LM 1 1 33 49 20 2 7 15 2 3 LM 1950 Fender Stratocaster Telecaster Gibson LesPaul SG KasulenandBlackett,2006, ,69 67 2006 Chandler,1962, Williamson,1975.

2 Williamson,1975, 1 2004 167-177 MilgromandRoberts,1992, ,571 68 1970 1993 13-14 1980 1990 1997 207-208 2011 176 2011 185

3 LM 1 2 1970 3 1980 LM 2 13 1975 52-56 20 1920 278 69 1928 Stromberg-VoisinetCompany Gruhn andCarter,2010, Ro-Pat-In 2 A-22 1932 1934 AdolphRickenbacker RickenbackerElectro GruhnandCarter,2010, 1985 74 1932 28 1933 95 1934 275 1935 1,288 Gibson 1935 1936 GruhnandCarter,2010.

4 Gretsch Epiphone 1930 1930 ElectroStringInstrumentCorporation 1934 1930 BakeliteElectro GruhnandCarter,2010, 1950 70 1948 6 1950 Esquire Broadcaster 1951 Telecaster 1954

5 1985 22-24 28-30 Kelly,Foster,andKelly,2010, ,44-46 R&D 1952 LesPaul SG SG SolidGuitar SG Duchossoir,1994, ;Gruhn andCarter,2010, 278 71 3 1937 11 1942 10 5 1977 234 100 1987 224-225 1934 1950 1955 1954 1993 68-71 88 1960 1960 1961

6 2011 56 1983 137-141 148-149 1946 2 1950 1960 1965 1966 1964 1965 S-201 S-302 72 1966 4 1993 101-102 2005 12 KasulenandBlackett,2006, 15 10 1 1966 3 6 3 9 2006 16 1966 5 S SG SG Solid Guitar 4 SG 1965 = 1965 10 19 5 1960

7 1970-1971 1969 1 2 1972 SG 1967 L M C 6 100 2,200 1 1964 278 73 1977 307 318-319 12 1965 1993 75 1960 1969 2 1971 3 L M C 5 1972 1977 322-325 332-333 4.

8 1986 326-327 + CHAGE&ASKA J 1970 PA PublicAddressSystem 1971 1977 74 2010 22 85-86 1965 1970 1970 100 YAMAHAGIBSONSHOP 1

9 7 8 1970 1980 LM 1974 1976 EastWest 1978 STAGEFLIGHT W2 MidLand 1979 L-MOTION 1981 ROCKJAM LOCKFUSION 1981 L M C 9 LM 1971 1972 1970 1971 LM 2005 181 SG 1972 SG-80 SG-60 SG-40 SG 1 1973 SG-30 SG 80 1 2005 16-17 25 SG 1977 SF 1983 ST 10 278 75 SG 1975 CarlosSantana = 1980 4 1980 1 1 1968 50 1985 47 31 17 34 32 15

10 10 70 15 61 20 52 25 47 11 1960 1980 1995 1985 57 2005 1995 76 1980 1990 2000 2005 50 1968 26 2005 8 12 1 1976-2000 1980 80 1994 198