权益分类	功能权益	普通用户	{{item.name}}会员
{{category.name}}	{{benefitItem.name}}

The postwar Innovation and Marketing in Japan

日本战后的创新与营销

基本信息

批准号：
62530071
负责人：
KONDO Fumio
金额：
$ 0.83万
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：
1987
资助国家：
日本
起止时间：
1987 至 1988
项目状态：
已结题

项目摘要

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.

战后日本的市场营销是从美国引进的，但在经济高速增长到低速增长的过程中，不断完善，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，也实现了各种需求。本研究选取了我国的典型产业，即电器、汽车和化妆品产业，通过对各产业企业的数据分析和对企业的直接访问，以实际情况为依据，从逻辑上明确了日本市场营销的特点，即高增长时期的市场营销特点是大众化营销。通过可互换部件和皮带输送系统，大规模生产的商品不仅针对国内市场，而且还针对海外市场，从而实现了我们的大规模营销体系。这种情况在家电业和汽车业中表现得尤为明显，当进入低增长期时，除了消费者需求的多样化和个性化外，需求也停滞不前，在高增长期实现的大规模生产和大规模营销体系也难以存在。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典型的技术创新，在解决这一问题中发挥了重要作用。这种革命性的生产技术，使个性化和客户需求的欲望的迅速补充成为可能，并进一步引入了所谓的利基营销。另一方面，通过海外市场的培育，保证了体现文化和生活条件差异的多元化市场和大众市场，极大地打开了全球营销的视野。