浅析丰田公司国际营销策略

1、.：.；Tentative Analysis on Toyotas International Marketing Strategy and Its Enlightenment 浅析丰田公司国际营销及其启示【Abstract】 With the development of social economic, the demands for cars are increasing year after year. Cars as a sign of the times have risen. With the transformation of the global cars territory

2、, cars have caused much concern to the international market. The accomplishments Toyota enterprise has achieved is closely related to its marketing strategy.that article adopts the method of literature .It chooses a case that Toyota stepped into US market. Combing with the corresponding data, it dis

3、cusses Toyotas special marketing concept. The second chapter of that paper analyzes some basic ideas which are related to marketing strategy, namely, basic concepts of marketing strategies, basic concepts of distribution channels and market positioning concept. The third chapter presents the develop

4、ment of Toyota and the basic marketing concepts of Toyota. The fourth and fifth chapters mainly state the market strategy of Toyota, such as product expansion strategy、distribution 、standardization of marketing process and so on. From that article, some enlightenment can be gained. Chinas automobile

5、 industry can be provided some useful recommendations for further development.【Key Words】 Marketing Process of Toyota; Marketing Idea of Toyota; Product Expansion Strategy; Marketing Strategy; Marketing Mode【摘 要】随着社会经济的开展，人们对汽车的需求逐年添加。汽车作为一个跨时代的标志曾经崛起，全球汽车幅员的变化，引起市场极大的关注。丰田公司如今能获得如此大的成就，这与它的营销战略有着亲密

6、的关系。本文采用文献法，以丰田公司打入美国市场的经销案例，并结合相应数据，分析了丰田公司独特的营销理念。论文第二章论述了营销战略的相关实际。第一是营销战略根本概念。第二是分销渠道根本理念。第三是市场定位概念。第三章节论述了丰田的开展史和丰田营销相关理念。第四第五章节重点论述了丰田公司的营销战略，如产品扩张战略、产品系列分销制、规范化营销流程等。从中得到相关启示，为我国汽车行业进一步开展提供自创和建议。【关键词】营销流程;营销理念;产品分销战略;营销战略;营销方式ContentIntroduction.The Theory of Marketing Strategy Research.Basic

7、 concepts of marketing strategies.Basic concepts of distribution channelsMarket positioning concept.Brief Introduction of ToyotaThe development of Toyota.Innovation of Toyota.Case study on the international Marketing of Toyota.Case study the god of marketing Zheng Tailang.The reason why Toyota could

8、 capture most the US marketA analysis on the Marketing Strategy of Toyota on US Market.Product expansion strategy of ToyotaDistribution of ToyotaStandardization of marketing processWith the core of advertising to promote.The Revelation and Suggestion to China.ConclusionBibliography.目录.引言.营销战略相关实际.营销

9、战略根本概念.分销渠道根本理念.市场定位概念. 丰田公司简介. 丰田公司开展史.丰田公司创新理念. 丰田公司国际营销案例分析.营销之神神谷正太郎案例.丰田汽车胜利占领美国市场的缘由.丰田汽车在美国市场的营销战略分析. 丰田公司产品扩张战略.丰田公司产品系列分销制.丰田规范化营销流程. 丰田公司以广告为中心的促销战略. 丰田公司营销战略对中国启示及其建议. 结论参考文献PAGE IntroductionWith the rapid development of car business, the peoples requirements to the cars become more and m

10、ore strict. A variety of cars enterprises try their best to attract the customers. Toyota has been more and more successful since , which stepped into China and gained large achievement .that paper explores the major market strategy of Toyota in China and analyzes it in details. Toyota still quotes

11、the logion of Luoshou Cushen-“Car demand is created In Toyota listed in top in world. Its famous all over the world and discharged in the sixth. Why it could be so successful? The thesis explores the major marketing strategy of Toyota in international market. Through the analysis of the situation of

12、 chinas automobile and the problem of the marketing strategy.，the paper points out the famous enterprises operating practical ability. Toyota exported its product around the world, which is not only related to its well product quality but also closely related to its marketing strategy. Through the r

13、esearch on it, some enlightenment and new thinking can be generated. Why Toyota could be so successful? What are the main marketing methods in international market? that paper will explain clearly. In order to expand the consumer groups, the current situation of international consumption market, the

14、 problems in corresponding marketing strategy are analyzed specifically in that paper. The purpose of that paper is to take on a pioneer in international automobile market, and carefully analyzes the demands for Toyota. At last, it will discuss some revelations to china, which will inspire some Chin

15、ese companies that are in international competition and provide some excellent experience. The Theory of Marketing Strategy Research. Basic concepts of marketing strategiesInternational marketing refers to marketing carried out by companies overseas or across national borderlines. that strategy uses

16、 an extension of the techniques used in the home country of a firm. International marketing is the multinational process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectiv

17、es. Wikipedia，:-. Basic concepts of distribution channels Export success hinges on the management of network for distribution. that module would explore the ways to explore, deploy, evaluate, develop, establish and monitor the channels. Market positioning conceptPositioning is a perceptual location.

18、 Its where your product or service fits into the marketplace. Effective positioning puts you first in line in the minds of potential customers. Brief Introduction of Toyota. The development of Toyota in recent years Toyota Motor Manufacturing France S.A.S. begins production in France in. Toyota ente

19、rs Formula One World Championship; Tianjin Toyota Motor Co., Ltd. begins production in Chinain. The Toyota Partner Robot is publicly unveiled in . The Lexus brand is introduced in Japan in. Worldwide Prices sales top million mark in . Worldwide Prices sales top million mark; Toyota and Tesla Motors

20、agree on joint EV development in. Innovation of Toyota Whether it is alternative energy sources, interconnected traffic & safety systems, human assisting robots or new modes of personal transport, Toyota is constantly focused on developing for the future. Case study on the international Marketing of

21、 Toyota. Case study the god of marketing Zheng TailangHigh-power Toyota enterprise was founded in .Zheng Tailang guide the company to explore the international sales. He discovered a special market theory and marketing methods. He put emphasis on after-sale service. He establishes a strong marketing

22、 system. Thereby Toyota cars have poured across the world. The reason why Toyota could capture most the US marketWhile all the latter reason could have led to Toyotas current situation. There is one particular reason that is largely responsible for the chaos within that company currently that is the

23、 petroleum industry. Prices of gas are now at four dollars a gallon and that has caused many would-be clients to stay away from Toyota or any other automobile manufacturer. The economys sluggishness has definitely spoilt it for Toyota (Herald Leader, ) As if the latter are not enough, the companys h

24、as also been affected by the currency. It should be noted that the yen is much weaker than the US dollar. Consequently, when the US dollar slackens, then the yen slackens much more. As it is today, the US dollar has gone now by close to twenty percent. However, Toyotas executives can turn that aroun

25、d by utilizing international business. If the company decides to export US made models to other parts of the world, then it could actually benefit from the fact that eth US dollar is underperforming. As it is today, the Sequoia (which is US built) has been recording high performance levels within th

26、e Tokyo stock exchange Some analysts even asset that that model has been performing at similar levels (Elaina Owen, : ). A analysis on the Marketing Strategy of Toyota on US Market. Product expansion strategy of Toyota Toyota first entered their core businesses and those in which they had a strong c

27、ompetitive advantage over local firms to reduce the hazard of failure. Learning from early entries enabled them to launch further entries into noncore businesses and into areas of weaker competitive advantage. The overall evidence suggests that Toyota firms are building capabilities to operate overs

28、eas through sequential entry. Distribution of ToyotaFirst, it will provide you the best fore-sale and after-sale service.Second, it will choose the key sales market. Toyota called up all its forces for sales.Third, it will provide tidy profit for merchants and inspire them. . Standardization of mark

29、eting process Two aspects of international marketing strategy standardization are process and program standardization. A framework for determining marketing program standardization is introduced. Factors affecting program standardization are examined critically. In an attempt to establish a research

30、 agenda on the standardization issue, the author develops research propositions for each factor. with the core of advertising to promoteFirst, the core is that Toyota makes concentrate on making advertising.Second, the selected agent will be strictly screenedThird, it will provide tidy profit for me

31、rchants and inspire them. . The Revelation and Suggestion to China about the Marketing Strategy of ToyotaIf we want to open to the outside world, we must get ourselves familiar with the international market. Get well known of what to product and product for whom. Toyota enterprise puts undue emphasi

32、s on immediate interests and long-term interests. China should also use the whole strategy to guide the marketing strategy, which can complement each other and help each other forward. ConclusionThrough that paper we find that the cars of Toyota have better products quality and special marketing str

33、ategy. Toyota has a world-wide reputation for its marketing strategy. Toyotas cars have been sold all over the world. that paper analyses several marketing ideals such as product strategy, price strategy, distribution strategy and promotion strategy and so on. Combining with the international market

34、, it analyses related marketing knowledge. The reason why Toyota could rapidly open the international market is that the company successfully uses the strategy management. And it sticks to the strategic constancy and flexible strategy. Lean production created by Toyota is a tremendous contribution in the history of management. And that production provide people the Practical and affordable cars. Flexible marketing strategy has bridged between Toyotas product and the customers. At last, Toyota enterprise puts undue emphasis on immediate interests and long-term in