（以下內容擷取自：2024 ＜品牌出海＞企業形象資產白皮書）
在2024年發布的白皮書中，布爾喬亞不僅彙整自身與真實客戶數據，我們更邀請到來自日本與中國的海外公關顧問公司夥伴、以及三家布爾喬亞合作企業進行觀點分享，從量化與質化的不同面向，和大家一起討論品牌出海與形象資產之間的連動影響關係，期待能引發更多品牌對於公關解決方案的關注，並且找到更有效發揮形象資產的策略方針。
本篇擷取來自日本的公關顧問公司－ShapeWin 的專業觀點，分析日本市場的特徵、品牌進軍日本市場的成功關鍵，以及在地公關顧問的角色與影響力。
海外公關顧問夥伴點評：Yusuke Kamimura, President of ShapeWin
Japan is a unique market with characteristics that set it apart from others worldwide. With a population of over 100 million, it is a massive market. Unlike multicultural regions, Japan's relatively homogeneous population shares similar preferences and behaviors, making demographic trends more consistent. One distinctive feature of the Japanese market is how trends emerge and spread. Unlike North America, where urban areas often have highly distinct characteristics, Japan's trends are predominantly initiated in Tokyo and then ripple out across the country. This makes Japan a market where achieving success in Tokyo can pave the way for nationwide growth.
For brands entering Japan, it is critical to first develop a communication strategy centered around Tokyo, focusing on its unique consumer base and media environment. Once this strategy has proven effective, it can then be adapted and expanded to other regions across the country.
In terms of media strategy, Japan offers a blend of opportunities. While social media has a strong influence and reach, traditional media such as newspapers and television still hold immense power and credibility. Utilizing a combination of these channels can amplify your message effectively.
One of the most critical factors for success is localization—not just of the product, but also of PR and marketing strategies. Tailoring your messaging to align with Japan’s business customs, cultural nuances, and consumer expectations is essential. Even small details, such as unnatural Japanese phrasing or communication strategies that don’t align with local cultural norms, can create a sense of dissonance among Japanese audiences. This can hinder adoption and reduce trust in your brand.
To avoid these pitfalls and build strong connections with the market, we strongly recommend partnering with experts who possess an in-depth understanding of Japan’s unique sensibilities and the intricacies of its market. Collaborating with a local partner who can guide your strategy, language, and outreach efforts will significantly increase your chances of success. With the right approach, brands can effectively resonate with Japanese audiences and establish a meaningful presence in the region.
中譯版
日本是一個獨特的市場，擁有使其與全球其他市場區別開來的特徵。日本擁有超過一億人口，是一個龐大的市場。與多元文化地區不同，日本相對同質化的人口擁有相似的偏好和行為，使得人口趨勢更為一致。日本市場的一個顯著特徵是趨勢的出現與擴散方式。與北美不同，北美的城市往往擁有非常不同的特徵，而日本的趨勢通常始於東京，然後向全國蔓延。這使得東京成為進軍日本市場的關鍵，一旦在東京取得成功，便能為全國的增長鋪平道路。
對於進入日本的品牌而言，首先制定一個以東京為核心的溝通策略是至關重要的，重點放在東京獨特的消費者群體和媒體環境上。一旦這一策略證明有效，便可以將其調整並擴展到全國其他地區。
在媒體策略方面，日本提供了多樣的機會。儘管社交媒體具有強大的影響力和覆蓋範圍，傳統媒體如報紙和電視仍然擁有巨大的權威和可信度。有效結合這些渠道可以有效地擴大信息的傳播。
成功的關鍵因素之一是本地化——不僅是產品的本地化，還包括公關和行銷策略的本地化。將信息調整以符合日本的商業習慣、文化細節和消費者期望至關重要。即使是細微的細節，比如不自然的日語表達或與當地文化不符的溝通策略，也可能在日本觀眾中產生不協調感，從而妨礙品牌的接受度並減少對品牌的信任。
為了避免這些陷阱並與市場建立強有力的聯繫，我們強烈建議與擁有深入理解日本獨特敏感性及其市場細節的專家合作。與當地合作夥伴合作，指導您的策略、語言和外展工作，將顯著提高成功的機會。採取正確的方法，品牌能夠與日本觀眾產生共鳴，並在該地區建立有意義的存在感。
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