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

本研究从历史的角度对日本消费电子产业在美国市场的全球营销战略进行了研究。日本消费电子企业如何进入美国市场？为此，他们的营销策略是什么？日本企业如何为自身利益开发美国消费电子市场？这些重要问题将从市场营销的角度进行分析。营销的观点。日本企业意识到成本和质量是竞争力的两个最重要的因素，但是要保持长期的竞争优势，分销渠道有非常重要的作用。第一阶段，剩余商品出口。这些商品的生产完全没有考虑到出口市场客户的需求。当时，美国进口商和美国分销商被用来接触客户。然而，在随后的阶段， ...更多信息 以低成本产品和大量销售扩大市场。在这里，日本公司与美国零售商和制造商进行了互动。自有品牌（PB）商品是与美国国家零售商合作生产的，OEM是与美国制造商合作生产的。进入第三阶段后，在保持PB和OEM战略的基础上，开始实施自己的品牌战略。在这一阶段，日本企业遵循双渠道战略来分销其产品。一个面向GMS、Catagolog展厅、仓库和其他大型零售商，另一个仅面向专卖店。选择性的销售渠道逐渐得到更多的青睐，电影院也转向了专卖店。通过这种方式，他们继续努力提高产品忠诚度。第四阶段是全球市场竞争加剧的阶段，美国市场上的日本企业借助母公司与亚洲企业合作。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，而且出口到日本，亚洲和欧洲国家。在美国国内市场竞争日趋激烈的同时，信息技术的影响也使主要的大型零售商的交易模式发生了革命性的变化。另一方面，信息技术也帮助制造商压缩产品成本，制定以利润为导向的战略。少

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