Japanese Consumers and Marketing Success in the Japanese Market

日本消费者和日本市场的营销成功

• 批准号: 13630126
• 负责人: HESHIKI Tetsuo
• 金额: $ 1.41万
• 依托单位: University of the Ryukyus
• 依托单位国家: 日本
• 项目类别: Grant-in-Aid for Scientific Research (C)
• 财政年份: 2001
• 资助国家: 日本
• 起止时间: 2001 至 2004
• 项目状态: 已结题
• 来源: https://kaken.nii.ac.jp/grant/KAKENHI-PROJECT-13630126/
• 关键词: Japanese consumers; Japanese market; Marketing success; 消費者の特質; 限定好き; 新しもの好き; ブーム・流行好き; 本質と周辺; フランスの消費者

In our study, we attempted to present a framework for the analysis of the characteristics of Japanese consumers. We derived some clues for the successful operation of foreign retailers in Japanese markets through our study. With regard to the characteristics of the Japanese market, particularly in the retailing field, we concluded that the Japanese retailing system is superior in many respects. Japanese retailers are very competitive in the world, and highly capable of adapting to rapidly changing needs of the retail market. Faced with such competitive Japanese retailers, it would be very difficult for foreign retailers to operate successfully in Japanese markets. Strategic alignment with Japanese retailers may be one solution for foreign retailers' successful entry to the Japanese market. The world's second-ranked French retailer, Carrefour, has been practically compelled to withdraw from the Japanese market. Regarding one of the reasons for their withdrawal, the mass media reported t … More hat Carrefour was not able to accommodate low-price needs of Japanese consumers due to the Japanese multi-level distribution system. However, in our study, we determined that their withdrawal may not be attributed to the failure of low-price sales operation. In our view, the low-price operation would end up in the failure in the long run, even though it appears to be successful on a short-term basis. Japanese consumers are not basically price-oriented. The fundamental characteristics of Japanese consumers are expressed as proneness to (1)newness(neuvo), (2)boom(fashion), and (3)limited(rare) items. Our study also indicated that Japanese consumers are prone to recognize the peripheral values of the items or services during their purchasing decisions, In search of success in the Japanese market, it is necessary for any prospective entrants to the market to give careful consideration to the aspects of Japanese culture, society, manners and customs. At the same time, recognizing that Japanese consumer minds keep changing, they should determine their overall and differentiated business position in terms of store, product and services, and other related aspects, while adapting to Japanese consumers' need of fashion or boom. Less

在我们的研究中，我们试图提出一个分析日本消费者特征的框架。通过研究，我们得出了外国零售商在日本市场成功经营的一些线索。针对日本市场的特点，特别是零售领域的特点，我们得出的结论是，日本的零售体系在很多方面都比较优越。日本零售商在全球极具竞争力，适应零售市场快速变化的需求的能力很强。面对如此竞争激烈的日本零售商，外国零售商很难在日本市场取得成功。与日本零售商的战略联盟可能是外国零售商成功进入日本市场的解决方案之一。全球排名第二的法国零售商家乐福实际上已被迫退出日本市场。对于退出的原因之一，媒体报道称，由于日本的多级分销体系，家乐福无法满足日本消费者的低价需求。但在我们的研究中，我们认定他们的退出可能并不是因为低价销售操作的失败。我们认为，低价操作虽然短期看来是成功的，但从长远来看最终会以失败告终。日本消费者基本上不以价格为导向。日本消费者的基本特征表现为倾向于（1）新奇（neuvo）、（2）繁荣（时尚）和（3）限量（稀有）商品。我们的研究还表明，日本消费者在购买决策时容易认识到商品或服务的外围价值。为了在日本市场取得成功，任何潜在进入市场的人都必须仔细考虑日本文化、社会、礼仪和习俗等方面。同时，认识到日本消费者的心态不断变化，在商店、产品和服务等相关方面确定自己整体的、差异化的经营定位，适应日本消费者时尚或繁荣的需求。较少的

项目成果

Eiichi Hirano: "JAPANESE CONSUMER'S CHARACTERISTICS AND RETAIL SYSTEM : JAPANESE CONSUMER AND RETAIL MANAGEMENT"The Asian Retail and Distribution Forum 2002. Nov25th〜Nov28th,2002. 8-1-8-7 (2002)

平野荣一：“日本消费者的特征和零售系统：日本消费者和零售管理”亚洲零售和分销论坛2002年。11月25日〜11月28日，2002年8月1日8月7日。