Japanese Consumers and Marketing Success in the Japanese Market

在我们的研究中，我们试图提出一个框架来分析日本消费者的特征。通过研究，为国外零售商在日本市场的成功经营提供了一些启示。考虑到日本市场的特点，特别是在零售领域，我们得出结论，日本的零售体系在很多方面都是优越的。日本的零售商在世界上具有很强的竞争力，并且有很强的能力适应快速变化的零售市场需求。面对竞争如此激烈的日本零售商，外国零售商想要在日本市场成功经营是非常困难的。与日本零售商的战略结盟可能是外国零售商成功进入日本市场的一个解决方案。世界排名第二的法国零售商家乐福（Carrefour）实际上已被迫退出日本市场。大众媒体对其退出的原因之一报道称，由于日本多层次的分销体系，家乐福无法满足日本消费者的低价需求。然而，在我们的研究中，我们确定他们的退出可能不是由于低价销售操作的失败。我们认为，低价操作从长期来看将以失败告终，尽管它在短期内似乎是成功的。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），(3)有限（稀有）物品。我们的研究还表明，日本消费者在购买决策时倾向于识别物品或服务的外围价值。为了在日本市场取得成功，任何潜在的市场进入者都有必要仔细考虑日本的文化、社会、礼仪和习俗等方面。同时，认识到日本消费者心态的不断变化，在适应日本消费者对时尚或热潮的需求的同时，应在店铺、产品和服务等相关方面确定自己的整体和差异化的经营定位。少

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