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Comperative study of the Japan-America distribution system in the Electronic Industry

日美电子工业分销体系比较研究

基本信息

批准号：
05630062
负责人：
KONDO Fumio
金额：
$ 1.22万
依托单位：
KYOTO UNIVERSITY
依托单位国家：
日本
项目类别：
Grant-in-Aid for General Scientific Research (C)
财政年份：
1993
资助国家：
日本
起止时间：
1993 至 1994
项目状态：
已结题

项目摘要

This research is related to the Global marketing strategy of the Japanese consumer Electronic industry in the American market from the historical prespective. How the the Japanese consumer electronic firms entered into the American marked? What was their marketing strategy for that purpose? How the Japanese firms developed the American consumer electronic market for their own interest? These vital issues will be analyzed from the marketing point of view. Marketing point of view. Japanese firms realized that for competitative strength cost and quality is the two most importent factors, however to maintain that compititative advantage for longer time, distribution channel have a very significant role. In stage one, surplus commodity were exported. Those commodities were produced without any regard to the export market customers needs and wants. At that time American importers and the American distributors were used to reach the customers. However, in the subsequent stage the strategy was … More expanding the market with low cost products and mass selling. Here Japanese firms interacted with the American retailers and makers. Private brand (PB) goods were produced with the cooperation of the American national retailers and OEM with the cooperation of American makers. When they entered in the third stage they maintained their PB and OEM strategy moreover they took up their own brand strategy. At this stage the Japanese firms follow the dual channel strategy for distribution of their products. One for the GMS,Catagolog show room, Warehouse and other mass retailers and the other one is selective channel only for the speciallity stores. Gradually the selective channel got more preference and the fims shifted towards the speciallity stores. In this way they continued their effort to increase the product loyality. In the forth stage when the compitition in the global market came sever, then the Japanese firms in the American market with the help of the parent company cooperate with their Asian counterparts. Parts were brought from different part of the world and assembled in America. Those products were not only sold in the American market rather exported to Japan, Asia and Europen countries. At the same time as the cut throat compitition in the American domestic market became more sever the main big retailers transaction pattern was revolutionized with the influence of information technology. On the other hand this information technology help the makers to squize their product cost and formulate profit oriented strategy. Less

本研究从历史的角度来研究日本消费电子产业在美国市场的全球营销策略。日本消费电子企业是如何进入美国市场的？他们为此采取了什么营销策略？日本公司是如何为自己的利益开发美国消费电子市场的？这些重要问题将从市场营销的角度进行分析。从市场营销的角度来看。日本企业意识到，成本和质量是竞争优势的两个最重要的因素，但要想长期保持竞争优势，分销渠道的作用非常重要。在第一阶段，过剩商品出口。这些商品的生产完全不考虑出口市场顾客的需要和愿望。当时，美国进口商和美国分销商被用来接触客户。然而，在接下来的阶段，战略是…更多的是通过低成本产品和大量销售来扩大市场。在这里，日本公司与美国零售商和制造商进行互动。自有品牌（PB）产品与美国全国性零售商合作生产，与美国制造商合作OEM生产。进入第三阶段后，他们不仅保持了原有的PB和OEM战略，而且开始了自己的品牌战略。在这个阶段，日本公司采用双渠道战略来分销他们的产品。一个是面向GMS、目录陈列室、仓库等大型零售商，另一个是专为专卖店而设的选择性渠道。逐渐地，选择性渠道得到了更多的青睐，企业向专卖店转移。通过这种方式，他们继续努力提高产品的忠诚度。第四阶段，全球市场竞争加剧，在美国市场的日本企业借助母公司与亚洲同行进行合作。零件从世界各地运来，在美国组装。这些产品不仅在美国市场销售，而且还出口到日本、亚洲和欧洲国家。与此同时，随着美国国内市场竞争的日趋激烈，主要的大型零售商的交易模式在信息技术的影响下发生了革命性的变化。另一方面，信息技术帮助制造商压缩产品成本，制定以利润为导向的战略。少