1988 Fiscal Year Final Research Report Summary
The postwar Innovation and Marketing in Japan
| Project/Area Number |
62530071
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| Research Category |
Grant-in-Aid for General Scientific Research (C)
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| Allocation Type | Single-year Grants |
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| Research Field |
商学・経営学
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| Research Institution | KYOTO University |
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Principal Investigator |
KONDO Fumio KYOTO University Faculty of Economics, 経済学部, 教授 (40066676)
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| Project Period (FY) |
1987 – 1988
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| Keywords | mass Production / diversification of consumers needs / mass marketing / global marketing / technical innavation / Flexible Manufacturing system / 情報システム / 消費者ニーズの多様化 / 系列販売店 |
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| Research Abstract |
The postwar marketing in Japan was introduced from USA, but during the process of high economic growth to lower grouth, it was repeatedly improved, and finally became a unique Japanese pattern. The feature is that, while mass production was realized, various needs were also being realized. In this study, typical industries of our country, namely the electrical appliances, cars and cosmetics industies were extracted, and through the data from individual firms in each industry and by direct hearings at visiting firms, actual situation formed the bases, which made the feature of marketing in Japan logically clear.
The feature of marketing during the high growth period was mass marketing. By interchangeable parts and belt conveyer systems, mass produced commoditics were aimed not only to domestic markets, but also to overseas markets, so our mass marketing system was realized. This situation could be observed in electrical appliances industry and cars industry typically.
When it came to low growth period, in addition to the diversification and individuality of the consumers needs, the demand stagnated and the mass production and mass marketing systems which were realized during the high growth period, became hard to exist. To solve these problems, Flexible Manufacturing System and Computer Integrated Manufacturing which are typical technical innovations in the production process, played an important role in the solution of this probelm. Such revolutionary production techniques, made possible the individuality and prompt supplement of the desires of customers needs, and further introduced the so-called Niche Marketing. One more thing is that, by cultivating overseas market, various market and mass market which shows the difference of cultures and living conditions will be guaranteed, and greatly opens the view of global marketing.
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Research Products
(4 results)
