Japanese government and enterprises have been reorganizing and rebuilding their expansion strategy into Asian emerging market since the global financial crisis that hit the world in 2008. The Japanese government has made it clear that they were willing to increase their infrastructure exports and take the initiative in Asian sub-regional development programs, and support BOP (Base or Bottom of the Economic Pyramid) business of their enterprises in Asia’s emerging markets. Japanese manufacturing firms have also gradually been changing their traditional marketing strategy of concentrating on high-end products into one with increased focus on low-end and low-price products for Asia’s emerging markets.
This report sheds light on the Japanese government and enterprises’ strategies for expanding into emerging markets in Asia. To begin with, in chapter 2, we look into the background context of change in Japanese government and corporate strategies for Asia’s emerging market since the global finance crisis. We place emphasis on the fact that both the economic potential of Asia’s emerging markets and the limited prospects for the future Japanese domestic market are what motivated the reorganization and rebuilding of Japan’s expansion strategy. Second, we analyze the Japanese government’s Asian market strategy, focused on the support policy involving ‘package-type’ infrastructure export, which the Japanese government has accepted as one of their principal course of action for the Asian market in the ‘New Growth Strategy’, along with the BOP business support policy for Asia’s emerging markets. Third, in chapter 4, we pick up on and analyze the Asian sub- regional development programs in which the Japanese government is attempting to take the initiative. These include, for example, the Comprehensive Asia Development Plan (CADP) and Delhi-Mumbai Industrial Corridor (DMIC) project, and the Indonesia Economic Development Corridor (IEDC) project. Fourth, we investigate the changes in strategies of Japanese manufacturing firms and their focus on the low-end/low-price strategy for Asia’s emerging markets. We regard this strategic change as an inevitable response on the part of the Japanese to their weakening competitive position in Asia’s emerging markets.
Some implications for Korean government and manufacturing firms can be drawn from the reports in the above analysis. First, we suggest that the Korean government and manufacturing firms need to strengthen their competition strategy but also, implement a cooperation strategy with their Japanese counterparts at the same time. Second, the Korean government needs to work out effective ways of getting involved in Asian sub-regional development programs, considering that the Japanese government is attempting to take the initiative in these programs. Third, we suggest that the Korean government establish ‘BOP business support centers’ to provide information on Asia’s emerging markets for Korean enterprises, and to match Korean enterprises’ manufacturing capability with local demand, and so on. Finally, we suggest Korean enterprises should be more active in promoting their products to local markets, and strengthen their localization strategy to prepare against low-end/low-price strategy that will be employed by Japanese manufacturing firm’s in Asian markets.

국문요약

제1장 서론
1. 연구 목적 및 의의
2. 연구의 특징 및 선행연구 검토
3. 연구 범위 및 구성

제2장 일본의 아시아 신흥시장 진출 강화 전략의 배경
1. 글로벌 금융위기 이후 아시아 신흥시장의 부상
가. 급속한 아시아 신흥시장의 경제성장
나. 아시아 신흥국의 인프라 수요
다. 아시아 신흥국의 중간 소득층 확대
라. 일본의 해외직접투자에서 아시아 지역의 중요성 확대
2. 일본 내수시장의 한계

제3장 일본정부의 아시아 신흥시장 진출 전략
1. 신성장전략상의 아시아 신흥시장 진출 전략
2. 인프라 수출 전략
가. 일본정부의 인프라 수출 전략
나. 주요 분야별 추진 성과
3. BOP 비즈니스 지원정책
가. BOP 비즈니스의 개념과 사례
나. 일본정부의 BOP 비즈니스 지원정책

제4장 일본정부의 아시아 광역개발 프로젝트 추진 현황
1. 아시아종합개발계획(CADP)
가. 추진 경위
나. 개요
2. 인도 델리․뭄바이 산업회랑(DMIC) 프로젝트
가. 추진 경위
나. 추진 현황
3. 인도네시아 경제회랑(IEDC) 프로젝트
가. 추진 경위
나. 개요

제5장 일본기업의 아시아 신흥시장 투자전략 변화
1. 전통적 일본기업 비즈니스 모델의 위기
2. 일본기업의 신흥시장 진출 전략 변화
가. 기존 일본기업의 신흥시장 진출 전략
나. 일본 제조업체의 신흥시장 진출 전략 수정방향
다. 일본 서비스업계의 아시아 신흥시장 진출 확대

제6장 평가와 시사점
1. 요약 및 평가
2. 시사점

참고문헌

Executive Summary