Japanese market has its unique attraction for investor，but the case about the failure of foreign enterprises entering into Japanese market has occurred sometimes. There are many reasons among them culture is one of the most special and important factors. Enterprises’ entering into foreign market is a trans-cultural communication and whether it can successfully enter the Japanese market and achieve market depends on the dealer’s understanding to cross-cultural knowledge Japanese culture.
This paper studies four cultural barriers, such as Language, Nonverbal language, Consumer habit and Values, which we’ll encounter when entering into the Japanese market. The author thinks that enterprises should understand the cultural differences so that they can take effective action and marketing Strategy suitable to Japanese culture and solve the problem of culture resistance.
【Key words】 Japanese cultural; Cultural barriers; Cultural strategy
