在过去几十年中,日本企业最为流行的营销模式是独立营销模式,但是由于日本企业所面临的经营环境的变化,独立营销模式受到了前所未有的挑战,许多日本企业正试图用一种风格迥异的合作营销模式代替它。本文论述了日本近年来经营环境的变化以及由此引发的营销模式的变革和发展方向。 Over the past few decades, the most popular marketing model for Japanese companies is the independent marketing model, but due to changes in the business environment faced by Japanese companies, the independent marketing model has been hitherto unknown challenges, many Japanese companies are trying to use a very different style The cooperative marketing model instead of it. This article discusses the changes in the business environment in Japan in recent years and the resulting changes in the marketing model and development direction.