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?CR4WFJ0JA ?a*kxca0Go=k:Moca%_AtkkaoHHfiH9f+=y4oBo4a 1oo.C_ 4 Ikcy4kRJH|gyHfk|oKKdBL I ?CR4WFJ0JA1AbstractJapanese market has its unique attraction for investor but the case about thefailure of foreign enterprises entering into Japanese market has occurredsometimes. There are many reasons among them culture is one of the most specialand important factors. Enterprises entering into foreign market is a trans-culturalcommunication and whether it can successfully enter the Japanese market andachieve market depends on the dealers understanding to cross-cultural knowledgeJapanese culture.This paper studies four cultural barriers, such as Language, Nonverballanguage, Consumer habit and Values, which well encounter when entering intothe Japanese market. The author thinks that enterprises should understand thecultural differences so that they can take effective action and marketing Strategysuitable to Japanese culture and solve the problem of culture resistance. Key words Japanese cultural; Cultural barriers; Cultural strategy?CR4WFJ0JA2-$ 1 ,A .31.1 F9N,?y .31.2 )FF,*6 .31.3 8A7 .51.4 )5,F .61.5 ,k? .62 2j)F-1J,hE6 .62.1 ,*#8,4Cho1 .62.2 )(,CthE .73 F-1JF2j,FL.F . 113.1F2jC,FLk. . 113.2 x6 .154 F-1JF2j,F1+F9 .194.1FLb!Ff .194.2 f1V8#Ci,F1+ .204.3 O191+ .204.4 1JC?F2j .204.5 F8A7,+O .2169)d .228* BX .23?CR4WFJ0JA3F-1JF2j,FL.1+F91 ,A1.1 F9N,?y, GDPjF+|14 4.57175sw-+Okl4 357875sZ!j 2005jW,4#7-hE-pAJF-1J,FF=AJ,aCU650=Fo#4#/nJF8f)1y3Pv_LFF,3PG-_nW,G-n:,f-(,1+F6,?v.X!Z,GFF65?G-?-p?aCUpXF2jFZLN:N!?FrM:,3P.D0f*4/)x7-O91.2 )FF,*61.2.1 F,%208$Aj!/FG-99Z(10F=FPW6Y9,1.A%F4/F?3P-(63+W?42,k19F_+a(/nJL9*6,|j(pk,Fk90,+O#k?93F2(CX)/nJ)jZ+O#k?+O?/nJ|j7=j0pF=)A8!,|j6|j,?rX2,)* 160J/9F,=L$,#qj7-DFLupLXW0;:_j5j?M&N637-=1.2.2 1J?63MB0B3P+aB0X-Luz9G?+XAMh9?FB0,73+F#q3W-(F!hB$=0/F,pA,B0?#BF_=7-,f/0F)=7-O!0/B0!B0D,L+X,oKOKj,FF,F+|?,LB0BFFJEMB0BF|LuA|j2WJ62#5MG-y?/ (/ )?0L$+X&L$1VFF-pN8B+J8#F9U9?#?MB0B#q?MB0B$FJ+Xa0ZX=/j, “OKX#-_M&,1VF/jlX_o?5J,?MMB0#q/G?,?fLu#q7*1O8B4B$B09B3Lu65L$,&L$F9BNE#,0k?,MB0B50L$+X&L$1VN81y#Ci3P#Ci_7Xh+O#kF$,0/4hW,#Ci|jF)#Ci65|j,_%0+UFDi$!:*,!j!F)#Ci65,+X4CCG?l?3Pl?,.D0)-Lu:UK0vXF-2j:,C-pnCEG,+X_x_G?,x_=G?,x_l,x_=l?CR4WFJ0JA5,0%FJhAj=0 F,20AF9TGW(88,G , $YDL665F_*A+O#k)8,06C)8?,L?6-F_f=(B)M$#GP57*&_2/,CXkB$F,(&910F_X=tFxFF,:UKC,9n,FAW(L&F|,F5jfv5=_FF1,60XhfFF,G07FF,l719!/nJjNM,K&kk_OxhfF,xFFj!F|M04/nJ+OF!W,CX1.3 8A78A7 Self Reference Criterion 10 SRC_0/FF2,L.+a5- A. 1966X#F4:U,F6Ox*7?A8!,Fl?8!,Fl?j*6G0?,7j8A77-:UK065?A=F2,XFAA=F2,G?W9&L=8?k?O?*9,F*6%4*6FF-2j,4:ULN60#F,2vO8 K 1991F+96*(x/n?CR4WFJ0JA6K048x,8*6W,AFP,a7-_W,j0ZFEj(!Dn2jF,-8A7B(#?F-1J098!-,Fl?4:UI97-=#Ci65p1.4 )5,F -F-Lu2j:UK0L$,3+,:j=A65W,?/7F+|-p-lF,=-Lu2j:UK0vF-Luv#k3+,.D0F=J?F3P6XFZ9(!F,-F-1JF#?,LN#G58W1J,xF|6AF 59n,W1.5 ,k?LF 2j,HCW6F2j8F,L.6B0BMB0B#Cil? 4 ZM6,F(&58xB$#?,LNG?B0Xz,+X#?MB0B0L$&L$N871V1y,#Cil?B(G?(Lb!*)8A7,*)580W1J,xF|60*F2j,4/F1+2 2j)F-1J,hE62.1 ,*#8,4Cho1Z#;?_0Z+aLGA?&h,W-LvM0377880GN#M0 310000GHLkM0, 71$YF3-4$YV#;WNDI4$Y$#U?CR4WFJ0JA7G4 1.28Z!Oj 2005 108 1k?AjWFJ+XBk?j/F 6, 49.6 44.8OG-L Tokyo,4 35307GuF+|10Z!j 2005 28oX 200680,)CtJA:fF)CtABF0AB5n)F-1JXCt,LffF10Co1qAF-1JG+X6/?fC1JjF14/_181y1yo4AAEFFCt9N#k-4#F1aJ!0G9xEFFCtF-1JX,CtkN8# 2010E 307s2.2 )(,CthE8 195909!-v/nX Z%0A4O!Q)CtAJ-,Ct65Lv5FP2jL-p4#0O)KF2j$_)(,QuhE8F+|GJ-,Ct4#,hEk?)X(1)F+|1,4#j-1!QF+|WH4#UG.dv4E.,-A4#=&O-A+Okl9wA1,-A+Okl 1952 1955a6=Hd4#-A+Okl,wK)XqE 22.8qE 11.13qj 5.3FG-n:Q?!W4-,FOqajL5-86F,F+|194#W- 70 8# 80 4#F0cKO4#wKFOj 5%OCW,EFODF+|xF-|G0Cj!Q5-,F+|1W4#j-.p/jX 2005, GDP9*3-N, 10j 457105suF+|16w GDP99jB66jG#FLGLGF+-1yZj!Zj+a*63P,=F-,UC-(9 .E8 JETRO51 http:/www.jetro.go.jp/. 2 20-,)(2)9C,#Ci65,#Ci65()0xF,_EOXAJ1Ji#Ci65,?F|v0XF+|2j:#qFJ,v9=A_B+O,XEF,=M_0,BP2j(3)v),EFJEojiv)p,jCt)B,Qu!X=Q 10-(v2CevJC,1L(!W|o54q*1y.v),k?3P4WuAF-1JF,)97,i:F4 90FJAI-(#fM,-LuFDX 20058f,(#P1J#k,-LuF/nJ4#(,F(#A,?&97(A0$CK00CtHf?CR4WFJ0JA108(4:U?I$9kW9C)?$9kW)Hj),CEF=+X)H,9C Q?1y(4)VFJ,F*0F+|:06)97V,M0r ADSL +1 A FTTH E0+8NA IP+eBAL51y4/N,2j6=W9NA+a1J55,r!QQ#qG,5 WAN=JFOK6=_+e?JA1y(G55K.1*6j,1J+XgL$,55+XJUFOF+eo,Fq6-;OF0!,W(5)?A,Q,)J2j(_X)#?,:F4 90O0UWX)-(#?,q 65:,J0MF/(!X4ZN+OvjB(Y+X+O(_,k961*6=1yAW49 6907,F ”: 20070EF0AOF9#1F0AH,!_NX 157s:kN6EF 507sF9,H=Ct4 1307s-ZCt, 10%0,#CiLfrMh#ZC6|1yN9Kj_-#Ci,*.p!F98,0c,/nJ)08#Ci659EQ,.A#f?A/nJ98M,f4F6,P1yFG-jhEF-(F2j,9Y&ChC_j (JETRO 2006 M,0NJ)XFCt1J: 7X 1947 1949L$,10Z+O6Q Op*+O,0?CR4WFJ0JA11,B34 20%,1J6.D00*F65_#bj,kGpXLu:CCJ,1JFJE1J,80v=0K,_0.D00#kXF+|4-,Ct8!W5-,Ct5W3 F-1JF2j,FL. 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