Multinational Marketing of the Japanese Electronics Industries

本研究通过对松下、索尼、东芝、夏普等日本电子企业跨国营销的分析，揭示了跨国营销与出口营销的区别。出口营销是产品在当地国家的长期持续销售，主要是在日本生产。另一方面，跨国营销是指进入美国的跨国公司所生产的产品在当地国家长期持续地销售。其特点主要表现在产品战略和营销渠道战略两个方面。对于出口营销的产品策略，产品策略由日本总部的产品计划部负责。但在跨国营销中，产品策略主要由当地子公司执行，总部支持。在出口营销的营销渠道策略上，日本制造商大多是利用美国当地的代表性制造商和分销系统进入美国市场的，但在跨国营销中，他们采用了直接销售的方式，利用了自己雇佣的销售人员。在这种背景下，日本子公司制造公司生产各种各样的产品，而且数量很多，在美国有许多大型的全国性连锁店，如环路城和百思买。跨国营销在全球营销阶段仍然与出口营销合作。

This research shows about the difference between the multinational marketing and the export marketing by analyzing the multinational marketing in the Japanese electronics makers of Matsushita, Sony, Toshiba, and Sharp.Export marketing is long and continuous selling of the products in the local countries which are mainly produced in Japan. On the other hand multinational marketing means the long and continuous selling them in the local countries which are produced by the multinational firms going into the U.S.A.We can find the features of them in the following two points, the product strategy and the marketing channel strategy. As for the product strategy of the export marketing, product strategy is carried out under the product planning department in headquarters in Japan. But at the multinational marketing, product strategy is mainly carried out by the local subsidiary companies while being supported by the headquarters. As for the marketing channel strategy of the export marketing, most Japanese makers succeeded to go into the American market by using local representative manufacturers and distribution systems in U.S.A. But in the case of multinational marketing, they adapted direct selling method by use of the hired own salesperson. In that background the Japanese subsidiary manufactures companies produce many kind of products and a lot of them and there are many large scale of national chain stores like Cicuit City and Best Buy in the U.S.A.Multinational marketing is still working with export marketing at the global marketing stage.