日本市场商品流通结构极为复杂,消费市场竞争非常激烈,而且消费者偏受本国货品,因此外国产品欲拓展日本市场,往往事倍功半。据熟悉日本市场的专家分析,外国货品想打开日本市场,须先作市场调查,充分了解日本市场的特性和消费动向,掌握行销渠道和迎合日本文化及特殊商业习惯,才能达到目标。依据日本的繁琐法令、悠久文化背景及特殊商业习惯,归纳如下三个 The structure of the circulation of commodities in the Japanese market is extremely complicated. The competition in the consumer market is very fierce. Moreover, consumers prefer local products. Therefore, foreign products are often less effective if they want to expand the Japanese market. According to experts who are familiar with the Japanese market, foreign goods wanting to open the Japanese market must first make market research to fully understand the characteristics and consumption trends of the Japanese market, master the marketing channels and cater to the Japanese culture and special business habits in order to achieve the goal. According to Japan’s cumbersome laws and regulations, long cultural background and special business practices, summarized as follows