The Study of the Export Marketing at the Japanese Comsumer Electronic Industry

日本消费电子产业出口营销研究

• 批准号: 08630098
• 负责人: KONDO Fumio
• 金额: $ 1.28万
• 依托单位: KYOTO UNIVERSITY
• 依托单位国家: 日本
• 项目类别: Grant-in-Aid for Scientific Research (C)
• 财政年份: 1996
• 资助国家: 日本
• 起止时间: 1996 至 1997
• 项目状态: 已结题
• 来源: https://kaken.nii.ac.jp/grant/KAKENHI-PROJECT-08630098/
• 关键词: electronic distribution; white and black TV; color TV; export marketing; manufacturer's sales representative; distributor; dealer; Matsushita Electrical Industry; 松下電器産業; アメリカの家電市場; テレビ; ツ-・ステップの流通システム; 百貨店; GHS; 公正取引法; 松下電器

The objectives of this thesis are to understand the distribution system of electronics industry in America, and to historically study the marketing strategies of Japanese electronic companies in America.Japanese electronics companies started export to America after the 2nd World War. The export products from late 1950's to mid 197(Ys were radios, black & white televisions, tape recorders and color televisions. Until early 1960's, American electronics distribution system was dominated by major companies, such as RCA, Zenith, GE, Motorola, Emerson, Philco, Sylvania, Magnavox and Olympic. They were using exclusive agent method to control the distribution. Under this distribution system, called 2-stage distribution system, they sold products to a distributor (middleman) for them to sell to retailers. Magnavox and Olympic were only exceptions to do direct-to-retailer selling, Under this exclusive distribution system, Japanese companies had difficulties in distributing their products in Amer … More ica.The emergence of department stores and mass merchandisers brought an innovation to this 2-stage distribution system. Department stores and mass merchandisers actively handled Japanese electronic products for their sales. For Japanese companies, those big retailers provided a great chance to penetrate into American market.Th study the marketing strategies of Japanese electronic companies in America, the strategies of Matsushita Electronics Co. and Sharp Electronics Co. were historically analyzed in the thesis. As a Japanese firm, Matsushita was the first company to establish a sales company in America. Matsushita Sales Co., founded in 1959, utilized manufacturer's sales representative, not using a distributor, to contact dealers directly. It also conducted a strong franchise to keep the product price stable. Manufacturer's sales representative were employed to expand the network, and to protect the franchise.Until 1962, Sharp exported its products through trading companies. But It was difficult to catch the needs of American market, and to expand the sales without a company-owned sales network. With this context, Sharp Sales Co. was established in New York. Sharp Sales Co. also utilized manufacturer's sales representative to expand its distribution network for radios and black & white television. Less

本文的目的是了解美国电子工业的分销体系，并历史地研究日本电子公司在美国的营销策略。50年代末至197年中期的出口产品为收音机、黑白白色电视机、录音机和彩色电视机。直到20世纪60年代初，美国的电子分销系统一直由大公司主导，如RCA、Zenith、GE、Motorola、Emerson、Philco、西尔瓦尼亚、Magnavox和Olympic。他们用独家代理的方法来控制销售.在这种分销系统下，称为两级分销系统，他们将产品出售给分销商（中间人），再由他们出售给零售商。Magnavox和Olympic只是直接向零售商销售的例外，在这种独家分销系统下，日本公司在美国分销产品时遇到了困难 ...更多信息 百货公司和大规模采购商的出现为这种两阶段分销系统带来了创新。百货公司和大规模采购商积极处理日本电子产品的销售。对于日本企业来说，这些大型零售商为日本企业打入美国市场提供了一个很好的机会，本文通过对日本电子企业在美国的营销策略的研究，对松下电器和夏普电器的营销策略进行了历史分析。作为一家日本公司，松下是第一家在美国建立销售公司的公司。松下销售公司，成立于1959年，利用制造商的销售代表，而不是通过分销商，直接与经销商联系。它还进行了强大的特许经营，以保持产品价格稳定。夏普聘请了制造商的销售代表来扩大网络，并保护特许经营权。但是，没有自己的销售网络，很难抓住美国市场的需求，扩大销售。在此背景下，夏普销售公司在纽约成立。夏普销售公司还利用制造商的销售代表，以扩大其分销网络的收音机和黑白白色电视。少

项目成果

近藤文男: "アメリカの家電市場における日本企業の輸出マーケティング" 京都大学経済学会『調査と研究』. 第14号. 1-30 (1998)

近藤文雄：《日本企业在美国家电市场的出口营销》京都大学经济学会《调查与研究》第 14. 1-30 期（1998 年）。

Fumio Kondo: "The Study of the Export Marketing at the Japanese Comsumer Electronic Industry." The Review and Study (Special Issue of the Economic Review) The Kyoto University. Vol.14. 1-14 (1998)

Fumio Kondo：“日本消费电子行业的出口营销研究”。