日本企业的国际营销战略

日本企业国际营销的战略推进经过了出口营销、多国籍或海外市场营销、全球营销三个不同的发展阶段.日本企业采取的开拓国际市场的战略有:寻找没有充分满足的市场需求;通过市场细分扩大经营空间,满足多样化需求;通过新产品开发创造市场需求;通过有效的市场推广刺激消费者需求;适应和引导消费者的需求.日本企业建立全球营销网络的战略模式包括:依靠外界力量;投资建立当地销售公司;在欠发达国家就地生产;在发达国家就地生产;面向全球市场.

International Marketing Strategy of Japanese Enterprise

The international marketing strategy of Japanese enterprise developed three steps,i.e.export marketing,multinational marketing and global marketing.Japanese enterprise take hereinafter strategy to exploit international marketing: searching nonsufficed market demand;enlarging business space through market subdivisions and fulfilling diversification demand;creating marketing demand through fresh product development;stimulating consumer demand through available market extendedness;adapting and inducting consumer demand. The global network marketing strategy model for Japanese enterprise include depending outside potence,investing to build local sell company,producing in local developing country,producing in local developed country and facing global market.