Research of the export marketing in consumer electronics industry of Japan

本研究以二战后日本消费电子产品制造商在欧美市场的出口营销策略为研究对象，重点研究了索尼、松下、东芝、三洋、三菱、夏普、日立等代表日本消费电子产业的关键企业。它打算揭示每家公司的特点以及观察到的共同特点。最初，日本消费电子制造商已经成功地从占主导地位的美国公司获得了电视和录音机许可证。这导致了第一批大规模生产系统的建立，产品质量的提高和成本的大幅降低，使日本公司得以进入市场，并成功地在美国市场上大规模销售其产品。在这方面，通用电子产品制造商松下和AV专业制造商索尼；是日本第一个…更多的ESE公司进入美国市场，从一开始就转而采用完整的产品线战略，描绘自己的品牌，并利用各种类型的分销渠道将产品推向市场，因此他们能够大幅增强竞争优势。相反，三洋、夏普和东芝自从通过成熟的RCA、西尔斯·罗巴克和J.C.Penny在美国市场销售产品以来，一直遵循不同的战略。这种与大规模生产相关的OEM战略不仅降低了成本，而且为日本公司提供了加快学习进程、追赶行业的机会。另一方面，三菱电机试图与三菱商事公司联手通过专注于重型电机的大规模营销进入美国市场的失败，促使该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，通过有选择的分销渠道销售高质量、高附加值的产品，并在多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，因此公司发现自己不得不退出美国市场。

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