The Study of the Export Marketing at the Japanese Comsumer Electronic Industry

本文的目的是了解美国电子工业的分销体系，并对日本电子公司在美国的营销策略进行历史研究。第二次世界大战后，日本电子公司开始向美国出口产品。20世纪50年代末至70年代中期的出口产品有收音机、黑白电视机、录音机和彩电。直到20世纪60年代初，美国的电子分销系统都是由一些大公司主导的，比如RCA、Zenith、GE、Motorola、Emerson、Philco、Sylvania、Magnavox和Olympic。他们采用独家代理的方式来控制分销。在这种被称为“两阶段流通”的流通制度下，他们把产品卖给分销商（中间商），然后再卖给零售商。Magnavox和Olympic是直接面向零售商销售的例外。在这种独家分销制度下，日本公司在美国分销产品时遇到了困难。百货公司和大卖场的出现给这种两阶段的分销体系带来了创新。百货公司和大卖场积极推销日本电子产品。对于日本公司来说，这些大型零售商提供了进入美国市场的绝佳机会。本文以日本电子企业在美国的营销战略为研究对象，对松下电子公司和夏普电子公司的营销战略进行了历史分析。作为一家日本公司，松下是第一家在美国设立销售公司的公司。松下销售公司成立于1959年，采用制造商的销售代表，而不是通过分销商直接与经销商联系。它还进行了强有力的特许经营，以保持产品价格稳定。制造商的销售代表被雇用来扩大网络，并保护特许经营权。1962年以前，夏普一直通过贸易公司出口产品。但如果没有公司自有的销售网络，就很难抓住美国市场的需求，扩大销售。在此背景下，夏普销售公司在纽约成立。夏普销售公司还利用制造商的销售代表来扩大收音机和黑白电视机的分销网络。少

The objectives of this thesis are to understand the distribution system of electronics industry in America, and to historically study the marketing strategies of Japanese electronic companies in America.Japanese electronics companies started export to America after the 2nd World War. The export products from late 1950's to mid 197(Ys were radios, black & white televisions, tape recorders and color televisions. Until early 1960's, American electronics distribution system was dominated by major companies, such as RCA, Zenith, GE, Motorola, Emerson, Philco, Sylvania, Magnavox and Olympic. They were using exclusive agent method to control the distribution. Under this distribution system, called 2-stage distribution system, they sold products to a distributor (middleman) for them to sell to retailers. Magnavox and Olympic were only exceptions to do direct-to-retailer selling, Under this exclusive distribution system, Japanese companies had difficulties in distributing their products in Amer … More ica.The emergence of department stores and mass merchandisers brought an innovation to this 2-stage distribution system. Department stores and mass merchandisers actively handled Japanese electronic products for their sales. For Japanese companies, those big retailers provided a great chance to penetrate into American market.Th study the marketing strategies of Japanese electronic companies in America, the strategies of Matsushita Electronics Co. and Sharp Electronics Co. were historically analyzed in the thesis. As a Japanese firm, Matsushita was the first company to establish a sales company in America. Matsushita Sales Co., founded in 1959, utilized manufacturer's sales representative, not using a distributor, to contact dealers directly. It also conducted a strong franchise to keep the product price stable. Manufacturer's sales representative were employed to expand the network, and to protect the franchise.Until 1962, Sharp exported its products through trading companies. But It was difficult to catch the needs of American market, and to expand the sales without a company-owned sales network. With this context, Sharp Sales Co. was established in New York. Sharp Sales Co. also utilized manufacturer's sales representative to expand its distribution network for radios and black & white television. Less