Research On Marketing Strategy Adjustment Of JF Company’s Wire Rope Clip In Japan

China’s hardware industry has been growing rapidly over the past a few years, making it the world’s biggest hardware supply source. As China’s neighbor, Japan is the third largest hardware market in the world after the United States and Europe, and is thus a first-order choice for most Chinese hardware enterprises with "going out" strategies. Current researches on the Japanese market mainly concentrate on the trade with Japan, which provides a good theoretical basis for promoting the Sino-Japan trade development. But few studies explore the marketing strategy for Japan systematically and comprehensively, which is vitally important for the Chinese enterprises to enter the Japan market. This study takes the JF company as a case to provide theoretical basis and feasibility proposals for the Chinese hardware enterprises who try to enter the Japanese market. The study methods encompass comparative analysis, and analysis of chart and published literatures.This study firstly reviewed the theories of target marketing, international product life cycle, and international business. A comprehensive analysis of the international exporting market for the JF company’s wire rope clip is one of the innovative contributions of this study. The results reveal that the consumption of wire rope clip in Europe, North America and Japan begins to shrink, as a result of the financial crisis. In comparison, the consumption in developing countries contributes increasingly to the global market. It is thus a tendency to find new market for this industry.According to different product life cycle of wire rope clip, we analyzed the JF’s marketing strategy in the Japanese for different periods. We found the JF company in Japan market was characterized by a lack of long-term marketing strategy planning system, unstable product quality, incomplete market function, shortage of international marketing staff, labor-intensive industry with increasing labor cost, stepwise decline in profit.Japan is now JF company’s main international target markets. Analysis of the tendency of wire rope clip in Japanese market is another innovation of this study. In the Japanese market, the deterioration of Sino-Japanese economic and trade environment and the loss of product cost advantages due to the depreciation of the yen led have negative effects on the marketing of wire rope clip. However, the rebuilding after the 2011 earthquake and the 2020 Tokyo Olympic Games provides new opportunities for the JF’s marketing in Japan. In this situation, the JF company should take this opportunity to explore the Japanese market by strengthening independent innovation and implementing brand strategy. Meanwhile, the company should be sensitive to the risk of the Japanese market, and implement diversified export strategy.An adjusted scheme of marketing strategy in Japan was presented in this study, based on the previous analysis. The goal of JF’s marketing in Japan was guided with constructive proposals. We highlight the importance of brand strategy, positioning strategy, role strategy, talent competition strategy. We also propose the adoption of a progressive cut JF path that continue the current trade cut way to do both indirect and direct exports. The JF company should also gain oversea investment to improve its competition in the export market. On this basis, the JF company should further set up enterprises in other countries.Finally, an adjustment program for JF’s marketing strategy was presented, given its enterprise regime, technology, personnel, capital and other proposed safeguards. As to the enterprise regime, JF company should promote the construction of management and organizational mechanisms, strengthen the quality management, and implement diversified export strategy. In terms of tecchonlogy, JF companies should strengthen independent innovation and create its own brands. In terms of talents, the entrepreneurial spirit should be highlighted. As to the company’s capital, the government should establish a sound system of financing policies, and the enterprises themselves should actively open up the international market financing channels.