The mail order business of the department store of kimono retailer during the prewar period in Japan
The mail order business of the department store of kimono retailer during the prewar period in Japan
复制标题
日本战前时期和服零售商百货店的邮购业务
DOI：
10.5029/bhsj.44.1_31
复制
发表时间：
2009
期刊：
影响因子：
--
通讯作者：
Isamu Mitsuzono
中科院分区：
文献类型：
--
作者：
Isamu Mitsuzono
本文旨在探讨日本战前百货商店邮购的经营模式。1890- 1900年代，随着邮政服务的维持，主要的和服零售商开始向百货公司转变，开始了邮购业务。他们认为这是进入当地市场的主要手段。它的服务对象是富裕阶层的人，并一直发展到20世纪20年代初，其商业模式具有选择代理的特点。也就是说，邮购部门的售货员考虑了指定的价格和每个顾客的口味，并代替顾客挑选商品。这种模式被迫开始，因为它采取了太多的成本，使目录，其中包含所有项目。日本消费市场的复杂多样是导致成本上升的一个原因。但是，考虑到农村地区由于媒体不发达，对城市商品的了解不够，这种模式具有便利性和合理性。为了选择合适的商品，售货员有时会出差去做销售，并试图掌握当地市场的特点和顾客的口味。此外，各百货公司还通过广告宣传和保证退换货来提高商店的品牌形象。20世纪20年代后半期以后，邮购业务的销售额没有扩大，原因是与商店销售相比，普及战略没有取得成功。包含所有项目的目录毕竟没有制作;因此，来自中间群体的人的订单没有增加，他们从女性杂志中获得了足够的信息，喜欢自己挑选商品。
The purpose of this article is to examine the business model of the mail order of the department store during the prewar period in Japan. With the maintenance of postal services, the major kimono retailers which were changing to department store began the mail order business in 1890-1900s. They considered it to be central means to go into the local market. It was intended for people of the wealthy groups and continued developing until the beginning in 1920s.The business model of it was characterized by a choosing agent. That is to say, a salesclerk of the mail order section considered an appointed price and a taste of each customer and chose goods in place of the customer. This model was obliged to be started because it took too much a cost to make the catalogue which contained all items. It was a cause to raise the cost that Japanese consumption markets were various complicatedly. However, considering that people in the countryside did not have enough information about urban goods because of the undeveloped media, this model had convenience and rationality. For the purpose of choosing the suitable goods, the salesclerk sometimes went on a business trip to do sales and tried to grasp the characteristic of local markets and the taste of customers. In addition, each department store raised the brand image of the store by an advertisement and guaranteed returning or exchanging goods.After the latter half of 1920s, the sales of the mail order business did not expand because a popularization strategy did not succeed in contrast with store - based sales. The catalogue which contained all items was not made after all; consequently orders from the people of the middle groups, who got enough information from ladies' magazines and liked to choose goods by oneself, did not increase.