外国企业进入日本市场的文化障碍及策略选择

范文编号:GM038   范文字数:15621,页数:22

摘    要

      日本市场有其独特的投资吸引力，但是外国企业进入日本市场失败的案例却时有发生。这其中的原因很多，而文化是其中最特殊且重要的因素。企业进入外国市场实际上是一种跨文化的交际活动，能否成功地进入日本市场、取得营销的成功在很大程度上取决于经销商对跨文化知识和日本文化的了解。
本文主要研究了进入日本市场在容易遇到的语言、非语言、消费习惯及价值观这4个方面的文化障碍，认为企业应认识和了解文化差异，从而采取适合日本文化的有效行动和营销策略，解决文化抵制问题。

【关键词】   日本文化  文化障碍  文化策略

Abstract

Japanese market has its unique attraction for investor，but the case about the failure of foreign enterprises entering into Japanese market has occurred sometimes. There are many reasons among them culture is one of the most special and important factors. Enterprises’ entering into foreign market is a trans-cultural communication and whether it can successfully enter the Japanese market and achieve market depends on the dealer’s understanding to cross-cultural knowledge Japanese culture.
This paper studies four cultural barriers, such as Language, Nonverbal language, Consumer habit and Values, which we’ll encounter when entering into the Japanese market. The author thinks that enterprises should understand the cultural differences so that they can take effective action and marketing Strategy suitable to Japanese culture and solve the problem of culture resistance.

【Key words】 Japanese cultural; Cultural barriers; Cultural strategy

目   录

1  导论 ..........................................1
1.1 选题的意义 ...................................1
1.2 对文化及日本文化的理解 .......................1
1.3 自我参照标准及其危害......................... 3
1.4 文献综述..................................... 4
1.5 本文的主要内容 ...............................4
2  日本市场对外国企业的吸引力分析 ................4
2.1 日本的基本情况及广泛合作的经贸政策 ...........4
2.2 独特的投资吸引力 .............................5
3  外国企业进入日本市场的文化障碍进.............. 9
3.1进入日本市场易受到的文化阻碍 ..................9
3.2 案例分析 .....................................13
4  外国企业进入日本市场的文化策略选择 ............17
4.1了解日本文化，防止文化抵制 ....................17
4.2 制定符合日本消费习惯的进入策略 ...............18
4.3 借助第三方策略 ...............................18
4.4 以企业购并方式进入日本市场 ...................18
4.5 避免自我参照标准的发生 .......................19
参考文献 .........................................20
致   谢 ..........................................21

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