Japan's Marketing Environmental Analysis
Abstract
The marketing environment is a prerequisite and basic security in the region to carry out marketing activities.This article to use PESTEL analysis tools to a rough analysis of the marketing environment in Japan. Summed up the need to pay attention to the problem of marketing activities in Japan, so that enterprises are better able to cope with various challenges in the international marketing activities
Key Word:Marketing Environment Japan PESTEL
First, the Japanese political environment
Since the nineties, Accompanied by more than ten years of development experience of Japan's bubble economy collapse trough a period of adjustment, Japan has completed the historical process of repositioning and adjustment in the political, diplomatic and security and defense and other fields gradually. Toward political power of the national development strategies and attach importance to-Japanese-US alliance and strengthen the Asian diplomatic foreign policy approach has been basically established. The same time, still exists in the field of political and diplomatic uncertainties and continue to be the subject of political reform, foreign policy there is a big swing space. The new century, Japanese politics has been conservative and radical as opposed to the pattern of post-war conversion to the transition of political pluralism. Although the LDP still maintain the advantages of a party, but has been unable to reverse the chaos brought about by the emergence of strong opposition parties. The impact on the country's political and economic "distortions" in a confrontation between the ruling and opposition political forces of the House and Senate are increasingly expanding, and affect the political and diplomatic decision-making and implementation. Japan's military alliance with the United States continue to strengthen political and diplomatic, China's national strength has increased and the Korean peninsula peace trend as a threat to national security. Security and defense strategies and policies continue to challenge the basic principles of the peace constitution, Eager in the international political and military fields,
To expand Japan's international contribution. " Japan in recent years, advocates in upholding the Japan-US alliance as the axis at the same time great importance to international relations based on shared values, emphasis on Asian diplomacy, promoting value and improve relations with China, to attach importance to Japan-US alliance and promoting Asian diplomacy "resonance". The transformation of such a foreign concept to promote Japan to play an active role in East Asia on international issues.
At present, the mainstream of political development in Japan is to seek political power, a "normal country" of the national strategic objectives established and has made various political efforts. Adjustment and specific policy formulation and implementation inheritance and continuity of strategic direction in the country concerned from the Koizumi cabinet to the Fukuda government.
Second, Japan's economic environment
Japan is the second largest economy in the world after the United States. Japan's postwar economic development can be divided into four phases: the post-war recovery period (1945-1955), high-speed growth period (1955-1973), the transition period (1973-1985)? And stable development period (1985 -). Iron and steel, automotive, electronics constitute the three pillars of the industry. ? Number of products in Japan has among the highest in the world. Such as shipbuilding, color television sets, radios and other products has leapt to the world; crude steel, electric power, automotive, computer, petroleum products, cement, paper, sulfuric acid, chemical fiber, etc. account for second place in the world. Japan's machinery industry and construction have a larger development. Japan's scientific and technological level
are also included in the ranks of the advanced capitalist countries.
The national implementation of welfare policies for the development of old-age career, medical career, to improve the pension insurance system and sustainable medical insurance system. The health care system to implement the national health insurance system. In 2002, households with a monthly average disposable income of ￥ 538,000 ￥ 416,000 of actual expenditures; the head of the household fixed average monthly wage of 367,000 yen, the consumer price growth index was -0.9%. The end of 2002, the average population has beds of 14.5, doctors 2.01. The per capita housing area of 31.37 square meters. As of 2000, the per thousand cars 335.6 Telephone 412? Department, 526 mobile phones. The high penetration rate of television sets and refrigerators, is about 100%. Computer penetration rate of 50.5%, 34% of Internet penetration.
Toshiba global markets except Japan is divided into four regions: Europe, America, Asia, China, China is the only market to states, but also following day, the United States, Toshiba's largest independent market. Business product categories, including Toshiba's full line of products, business model involved in the research and development, procurement, production, logistics, sales, service, environmental protection and many other business
Third, the Japanese social and cultural environment
Japan's traditional culture is colorful, full of national characteristics. It can be said that the Japanese called the world's most rapidly changing countries, the Japanese nation is very conservative, modern Japanese culture is both an expression from a long history and tradition of Japanese sumo, but also has quite a Europeanization of the tendency. Japanese literature, visual arts, and even calligraphy, showing old and new, something to pay the bi characteristics. Old "," "Kabuki", "Bunraku" is the three main traditional forms of Japanese drama, modern theater and music coming from Europe and the United States in
Japan's unique geographical conditions and a long history, gave birth to the unique Japanese culture. The most gorgeous flowers to the number of traditional Japanese culture to the world-famous tea ceremony and flower arrangement, two kinds of tastes called art still affects the daily life of the Japanese, and has to go abroad and become a symbol of Japan.
The tea ceremony, also called tea (tea), since ancient times by the upper classes incomparable beauty of the ceremony as a favorite. Now, the tea ceremony is used as the training of concentration, or used to cultivate the ritual behavior for the general population are widely accepted. Japan there are many schools to teach the tea ceremony schools techniques, many hotel also has a tea room, you can easily enjoy the performance of the tea ceremony.
Ikebana is born as a technique for reproduction of wild flowers in full bloom of a tea room. Due to the different rules and methods of display, flower arranging can be divided into more than 20 kinds of genre, in Japan there are many schools that teach ikebana schools techniques. In addition, in hotels, department stores, public facilities, halls and a variety of places, you can enjoy the beautiful decorative floral art.
As the country of cherry blossoms, the Japanese since ancient times, the cherry
blossom as their national flower of Japan's ancient myth the legend of the cherry, cherry blossoms have over 300 varieties. Every spring from March to April, Japan's Cherry Blossom Festival. When the cherry blossoms, family members, co-workers together in the cherry tree decoration banquet, drinking, singing, dancing, flowers, enjoy the exchange is a fun of the Japanese. Flower season, a joyous scene, a charming landscape in Japan.
The Japanese diet for the national focus on the material fresh, the color of the cuisine and nutrition, the Japanese called "food". Rice is the staple food in the Japanese diet, non-staple food is mainly fish and vegetables, the main part of the meat is not the Japanese diet. Sashimi, sushi, Fuluo the world-famous Japanese cuisine, in addition, Japanese-style miso soup, soba noodles, and pickles are also talked about the food in the Japanese daily life. Japan is not only to staple food is rice, vegetables, fish and meat is the staple food of the Japanese-style meals, and the Western European meals are generally very popular in Japan can enjoy a variety of meals.
Fourth, the natural environment
Japan is located in the eastern end of Eurasia, is a island surrounded by the sea, extending from northeast to southwest rounded. The east and south of the vast expanse of the Pacific, west to the Sea of Japan, East China Sea, north of the Sea of Okhotsk, across, and North Korea, China, Russia, the Philippines and other countries across. According to the latest measurements in 1998 in Japan, including the four northern islands (Etorofu Island, after the island, Shikotan, Habomai Islands), Japan's total land area 377855km2 The homeland of Japan from Hokkaido, Honshu, Kyushu, Shikoku 4 Oshima and 6848 island mainly North and South Islands at latitude 24 ~ 27 -45 ~ 33 between the east-west direction at longitude 148 46'-122 056 'between. Something wide and 300km from north to south and 3 500km.From north to south is divided into eight districts of Hokkaido, Tohoku, Kanto, Central, Kinki China Shikoku, and Kyushu in Japan habit. Eight regions in which different geographical environment, the social and economic development process of the formation of a unique urban structure and economic and social cultural scene.
Fifth, Japan's policies and regulations
Since the war, Japan has always been the beneficiaries and supporters of the multilateral trading system, the formulation and implementation of its foreign trade policy, is tightly around the General Agreement on Tariffs (GATT) and the World Trade Organization (WTO) framework launched . However, since the 1990s, motivated by the trend of the bilateral free trade agreement (FTA), the Japanese government is gradually consciously adjust its foreign trade policy.
Following the January 13, 2002, signed with Singapore, "the new new era of partnership agreements" (JSEPA), October 8, 2003, Japanese Prime Minister Junichiro Koizumi held in Bali, Indonesia, the ninth ASEAN (ASEAN) Summit with ASEAN leaders signed the ASEAN and Japan comprehensive economic Partnership framework Agreement "(referred to as CEP), its goal is the establishment of the FTA with ASEAN countries in 2012. This is a major initiative of Japan's external economic relations.
Japan's import approval regulations
1 "into the tube so that the provisions on the import approval
"Into the tube so that the" provisions to be approval of the imported goods and billing methods. List of import restrictions on goods listed in the quota (IQ) management of imported goods, including 73 kinds of non-liberalization of goods and a number of the Washington Treaty, the provisions of the flora and fauna. There are provisions of the approval of the origin of the imported goods or shipment.
2, the provisions of the Import and Export Trade Act on the import approval
Japan's Import and Export Act provides that the silk to be imported from a certain region for approval. At present, only silk imported from China (except for individual species) subject to this approval.