Research of the export marketing in consumer electronics industry of Japan

日本消费电子行业出口营销研究

• 批准号: 11630105
• 负责人: KONDO Fumio
• 金额: $ 1.92万
• 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: 1999
• 资助国家: 日本
• 起止时间: 1999 至 2001
• 项目状态: 已结题
• 来源: https://kaken.nii.ac.jp/grant/KAKENHI-PROJECT-11630105/
• 关键词: export marketing; multinational marketing; mass marketing; niche marketing; Sony; consumer electronics; Panasonic; OEM (Original Equipment Manufacturing); 三菱電機; 三菱商事; 対米輸出; ニッチ戦略; 自社販売組織; セレクティブチャネル; 不特定多数; 日立; レップ; 対米輸出マーケティング; 家電産業; P

The present research deals with the export marketing strategies of the Japanese consumer electronics makers in Europe and America after the World War 2.The present research focuses upon the key companies representing the Japanese consumer electronics industry such as Sony, Matsushita, Toshiba, Sanyo, Mitsubishi, Sharp, Hitachi and so forth. It intends to shed lights on the characteristics of each company as well as the observed common traits.Initially, the Japanese consumer electronics makers have succeeded to obtain TV and tape recorders licenses from the dominating American companies. This has led to the establishment of the first mass production systems combined to an improvement of product quality and a sizeable cost reduction ; which has allowed the Japanese companies to achieve their market entry and successfully mass-market their products in the American market. In this regard, the general electronics maker Matsushita along with the AV specialty maker Sony ; were the first Japan … More ese companies to enter the American market relaying since the very beginning on a full product line strategy portraying their own brands and using various types of distributorship to get their product into the market and consequently they were able to substantially enhance their competitive advantage.On the counterpart ; Sanyo, Sharp and Toshiba have followed a different strategy since they got their product marketed in the US market through the well established RCA, Sears ＆ Roebuck, and J.C. Penny. This OEM strategy associated with mass production has not only allowed cost reduction, but also constituted an opportunity for the Japanese companies to speed up the learning process and catch up with rest of the industry.On the other hand, the failure of Mitsubishi Electric attempted to enter the American market in association with Mitsubishi Trading Company through focusing upon the mass marketing of heavy electric machinery ; has propelled the company to change its initial objective. As a result, 'Mitsubishi decided to target the high-income segment of the American market and started consequently to adopt a niche strategy to sell high quality-high added value products through selective distribution channels arid succeeded accordingly to enter the market after several attempts. Nevertheless, with the advent of the global competition during the 90s, the use of a niche strategy became less efficient and therefore the company found itself obliged to withdraw from the American market. Less

本文研究二战后日本消费电子制造商在欧美的出口营销策略。本文的研究对象是代表日本消费电子行业的主要公司，如索尼、松下、东芝、三洋、三菱、夏普、日立等。日本的消费电子产品制造商最初成功地从占主导地位的美国公司获得了电视和录音机的许可证。这导致建立了第一个大规模生产系统，提高了产品质量，大幅降低了成本;这使得日本公司能够进入市场，并成功地在美国市场上大规模销售其产品。在这方面，一般电子产品制造商松下沿着与AV专业制造商索尼;是第一个日本 ...更多信息 这些公司进入美国市场从一开始就依靠全产品线战略，塑造自己的品牌，并利用各种类型的分销渠道将产品推向市场，从而能够大大提高其竞争优势。三洋、夏普和东芝自从通过老牌的美国无线电公司（RCA）、西尔斯和罗巴克公司（Sears & Roebuck）以及J.C.将产品推向美国市场以来，采取了不同的战略。Penny.这种与批量生产相结合的OEM战略，不仅降低了成本，而且为日本企业提供了加速学习和追赶的机会。另一方面，三菱电机试图与三菱商社合作，通过集中于重型电机的批量销售进入美国市场的失败;促使公司改变了最初的目标。因此，三菱决定瞄准美国市场的高收入部分，并开始采取利基战略，通过选择性的分销渠道销售高质量高附加值的产品，并在几次尝试后成功进入市场。然而，随着90年代全球竞争的到来，利基战略的使用变得不那么有效，因此该公司发现自己不得不退出美国市场。少

项目成果

近藤文男, 陶山計介編: "21世紀のマーケティング戦略"ミネルヴァ書房. 23-51(29) (2001)

Fumio Kondo、Keisuke Suyama（编辑）：“21 世纪营销策略”Minerva Shobo。23-51(29) (2001)

近藤文男・若林靖永、編著: "日本企業のマス・マーケティング史(第8章 東芝の対米輸出マーケティング)"同文舘. 268 (1999)

Fumio Kondo 和 Yasunaga Wakabayashi，编辑：“日本公司的大众营销历史（第 8 章：东芝对美国的出口营销）” Dobunkan 268 (1999)。