Comperative study of the Japan-America distribution system in the Electronic Industry

本研究是从历史的角度研究日本消费电子产业在美国市场的全球营销战略。日本消费电子企业是如何进入美国市场的？为了达到这个目的，他们的营销策略是什么？日本公司是如何为了自己的利益开发美国消费电子市场的？这些至关重要的问题将从营销的角度进行分析。市场营销的观点。日本企业意识到，对于竞争实力而言，成本和质量是最重要的两个因素，然而要想在更长的时间内保持这种竞争优势，分销渠道起着非常重要的作用。在第一阶段，过剩的商品被出口。这些商品的生产完全不考虑客户的出口市场需求和需要。当时，美国进口商和美国经销商是用来接触客户的。然而，在随后的阶段，战略是…更多地以低成本的产品和大规模的销售来拓展市场。在这里，日本公司与美国零售商和制造商进行了互动。自有品牌(PB)商品是在美国全国性零售商的合作下生产的，在美国制造商的合作下是OEM。进入第三阶段后，他们维持了PB和OEM战略，并采取了自己的品牌战略。在这个阶段，日本公司遵循双渠道战略来分销他们的产品。一个是为GMS、Catagolog展厅、仓库和其他大众零售商提供的渠道，另一个是仅针对专卖店的选择性渠道。逐渐地，选择性渠道获得了更多的偏好，电影公司转向了专卖店。通过这种方式，他们继续努力增加产品忠诚度。在第四阶段，当全球市场竞争加剧时，日本公司在母公司的帮助下进入美国市场，与亚洲同行进行合作。零部件从世界各地运来，在美国组装。这些产品不仅在美国市场销售，还出口到日本、亚洲和欧洲国家。与此同时，随着美国国内市场竞争的加剧，主要的大型零售商的交易模式也在信息技术的影响下发生了革命性的变化。另一方面，这种信息技术帮助制造商降低产品成本，制定以利润为导向的战略。较少

This research is related to the Global marketing strategy of the Japanese consumer Electronic industry in the American market from the historical prespective. How the the Japanese consumer electronic firms entered into the American marked? What was their marketing strategy for that purpose? How the Japanese firms developed the American consumer electronic market for their own interest? These vital issues will be analyzed from the marketing point of view. Marketing point of view. Japanese firms realized that for competitative strength cost and quality is the two most importent factors, however to maintain that compititative advantage for longer time, distribution channel have a very significant role. In stage one, surplus commodity were exported. Those commodities were produced without any regard to the export market customers needs and wants. At that time American importers and the American distributors were used to reach the customers. However, in the subsequent stage the strategy was … More expanding the market with low cost products and mass selling. Here Japanese firms interacted with the American retailers and makers. Private brand (PB) goods were produced with the cooperation of the American national retailers and OEM with the cooperation of American makers. When they entered in the third stage they maintained their PB and OEM strategy moreover they took up their own brand strategy. At this stage the Japanese firms follow the dual channel strategy for distribution of their products. One for the GMS,Catagolog show room, Warehouse and other mass retailers and the other one is selective channel only for the speciallity stores. Gradually the selective channel got more preference and the fims shifted towards the speciallity stores. In this way they continued their effort to increase the product loyality. In the forth stage when the compitition in the global market came sever, then the Japanese firms in the American market with the help of the parent company cooperate with their Asian counterparts. Parts were brought from different part of the world and assembled in America. Those products were not only sold in the American market rather exported to Japan, Asia and Europen countries. At the same time as the cut throat compitition in the American domestic market became more sever the main big retailers transaction pattern was revolutionized with the influence of information technology. On the other hand this information technology help the makers to squize their product cost and formulate profit oriented strategy. Less