Research of the export marketing in consumer electronics industry of Japan

本文主要研究二战后日本消费电子产品制造商在欧洲和美国的出口营销策略。本研究的重点是代表日本消费电子行业的主要公司，如索尼、松下、东芝、三洋、三菱、夏普、日立等。它旨在阐明每家公司的特点以及观察到的共同特征。最初，日本消费电子产品制造商成功地从占主导地位的美国公司那里获得了电视和录音机的许可证。这导致了第一次大规模生产系统的建立，结合了产品质量的改善和相当大的成本降低；这使得日本公司得以进入美国市场，并成功地将其产品推向美国市场。在这方面，通用电子制造商松下连同AV专业制造商索尼；更多进入美国市场的日本公司从一开始就采用完整的产品线战略，展示自己的品牌，并利用各种类型的分销渠道将产品推向市场，从而大大提高了他们的竞争优势。在对等物上；三洋、夏普和东芝采用了不同的策略，因为他们的产品通过成熟的RCA、Sears & Roebuck和J.C. Penny在美国市场上销售。这种与大规模生产相关的OEM战略不仅降低了成本，而且为日本公司加快学习过程并赶上行业其他公司提供了机会。另一方面，三菱电机试图联合三菱贸易公司，以重型电机的大众营销为主，进入美国市场，但以失败告终；促使公司改变了最初的目标。因此，三菱汽车决定瞄准美国的高收入市场，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，经过几次尝试，成功进入了美国市场。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。少

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