The postwar Innovation and Marketing in Japan

日本战后的营销是从美国引进的，但在经济由高增长到低增长的过程中，经过反复改进，最终成为日本特有的营销模式。其特点是，在实现大规模生产的同时，各种需求也得到了满足。本研究提取了我国的典型行业，即电器、汽车和化妆品行业，并通过对各行业企业的个别数据和对企业的直接听证，形成了实际情况的依据，使日本市场营销的特点在逻辑上清晰起来。高增长时期的营销特点是大众营销。通过可互换零件和带式输送机系统，使大批量生产的商品不仅面向国内市场，而且面向海外市场，从而实现了我们的大规模营销体系。这种情况在电器行业和汽车行业尤为明显。到了低增长时期，除了消费者需求的多样化和个性化之外，需求停滞不前，高增长时期实现的大规模生产和大规模营销体系难以存在。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，在解决这一问题方面发挥了重要作用。这种革命性的生产技术，使个性化和顾客需求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。另外，通过开拓海外市场，可以保证展示文化和生活条件差异的各种市场和大众市场，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.