Abstract
The purpose of this paper is to analyze the present status of sales to China by Japanese food enterprises.
The data are based on the results of fieldwork in Shangdong Province, China.
The findings are the following:
1)Japanese food enterprises attained success, guaranteed their safety, created product differentiation, and energized their sales.
2)Units devoted to generalizing sales were installed in the companies, focusing on selling in the big cities.Foreign-affiliated firms, such as one particular Japanese company, traded especially vigorously in the city centers.
