The postwar Innovation and Marketing in Japan

战后日本的市场营销是从美国引进的，但在经济高增长向低增长的过程中，经过反复的完善，最终形成了独特的日本模式。其特点是，在实现大规模生产的同时，各种需求也在实现。本研究以我国家电、汽车、化妆品等典型行业为研究对象，通过行业内个别企业的数据和访问企业的直接听证，以实际情况为依据，从逻辑上明确了日本市场营销的特点。通过互换部件和皮带输送系统，批量生产的商品不仅面向国内市场，还面向海外市场，从而实现了我们的大规模营销体系。这种情况在家电行业和汽车行业表现得尤为明显。进入低成长期，加上消费者需求的多样化和个性化，需求停滞不前，高成长期实现的大规模生产和大规模营销体系难以生存。为了解决这些问题，柔性制造系统和计算机集成制造作为生产过程中的典型技术创新，在解决这一问题上发挥了重要作用。这种革命性的生产技术，使客户需求的个性化和及时补充成为可能，并进一步引入了所谓的利基营销。更重要的是，通过培育海外市场，将确保显示文化和生活条件差异的各种市场和大众市场，并极大地打开了全球营销的视野。

The postwar marketing in Japan was introduced from USA, but during the process of high economic growth to lower grouth, it was repeatedly improved, and finally became a unique Japanese pattern. The feature is that, while mass production was realized, various needs were also being realized. In this study, typical industries of our country, namely the electrical appliances, cars and cosmetics industies were extracted, and through the data from individual firms in each industry and by direct hearings at visiting firms, actual situation formed the bases, which made the feature of marketing in Japan logically clear.The feature of marketing during the high growth period was mass marketing. By interchangeable parts and belt conveyer systems, mass produced commoditics were aimed not only to domestic markets, but also to overseas markets, so our mass marketing system was realized. This situation could be observed in electrical appliances industry and cars industry typically.When it came to low growth period, in addition to the diversification and individuality of the consumers needs, the demand stagnated and the mass production and mass marketing systems which were realized during the high growth period, became hard to exist. To solve these problems, Flexible Manufacturing System and Computer Integrated Manufacturing which are typical technical innovations in the production process, played an important role in the solution of this probelm. Such revolutionary production techniques, made possible the individuality and prompt supplement of the desires of customers needs, and further introduced the so-called Niche Marketing. One more thing is that, by cultivating overseas market, various market and mass market which shows the difference of cultures and living conditions will be guaranteed, and greatly opens the view of global marketing.