ブランド品の輸出戦略(経営,産業経営の再構築時代)

概要

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I Introduction Many studies on U. S. -Japan trade friction have focused on the economic and political aspects. However, a nation's trade balance is the result of cumulative trading activities by individual enterprises. In that sense, any clarification of the trade friction problem requires an overseas marketing approach that examines the trading activities of those individual enterprises. I have adopted such an approach in this study. II Export-Product Strategy In this chapter, We have examined the basic thinking concerning the four central concepts of export-product strategy, as well as the shortcomings of the export-product strategy to Japan which adopted by western enterprises: (1) market segmentation strategy, (2) product differentiation strategy, (3) product life-cycle, and (4) adap tation and standardization. III Export Channel Strategy The points in export channel strategy are: (1) to obtain sufficient knowledge of usable channel members, (2) to select the most appropriate channel member in consideration of the scale of your company or products, and (3) to manage all channel members well. I have examined how well Western companies are carrying out these tasks in the Japanese market, and pointed out problem.
日本大学の論文
1990-02-01