浅谈某汽车国际策略及其启示

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esttoattractthecustomers.Toyotahasbeenmoreandmoresuccessfulsince2001,whichsteppedintoChinaandgainedlargeachievement.ThispaperexploresthemajormarketstrategyofToyotainChinaandanalyzesitindetails.ToyotastillquotesthelogionofLuoshouCushen-“亭Ca矩r册de蚀ma突nd鸽i想s浴cr卷ea陷te相d〞毅I艰n女20首07圣命To净yo状ta企l播is假设te葬d哈in校t睡op距5超00蝶i筑n景wo凯rl慨d.幼碧I躲t行’格s宝fa恐mo广us滋a绣ll壮o鹊ve念r弹th梁e喂wo凉rl梳d魔an买d投di阅sc限ha彼rg伴ed务i蝶n改th照e矩si叶xt编h现.虎W汤hy堪i抬t屠co帅ul底d咽be周s破o弹su乒cc液es掠sf粪ul个?旅Th挪e酱t烤he捧si军s妙ex通pl扮or蜡es案t税he引m卷aj姓or贯m茄ar罢ke节ti索ng随s指tr代at翅eg粉y矮of波蕉To闪yo虑ta污i绸n喜in咐te亩rn酸at弯io闯na需l录ma揉rk阀et握.疏Th课ro仅ug凯h蜓t宫he幕a谎na膏ly某si鸭s刮of颗t垂he泡尊si晃tu秧at叶io防n蹦o揭f苹ch搬in隶a欢’慰s评au失to津mo庭bi忙le芒a知nd查t魔he贵炭pr扎ob匹le迟m辱o影f令th般e棋ma品rk微et鹅in龟g柳st赛ra箭te烟gy此.，陈th袍e疤pa缎pe猾r捏po任in奋ts躲o窃ut却t刚he卷私fa孝mo闪us孔e姥nt币er缎pr存is布e嚷’佩s龟op犬er宫at药in驻g降pr双ac性ti况ca堤l移ab折il恭it客y.耻厉To岁yo斜ta匹e他xp亏or方te胞d组it近s睁pr愁od土uc货t魄ar墙ou习nd矮t务he饰w炕or畜ld纵,甘wh酷ic高h花is约n撇ot职o咳nl锄y骡re盈la视te惹d爪to斥i锣ts昨w请el细l污pr堪od侵uc奋t副qu唐al哈it捧y炊b雪ut肢a钢ls夸o怎cl管os超el执y嘴re胃la敏te寨d倚t巨o寿it克s雪ma卫rk波et辱in隶g桥st贱ra错te恼gy夸.励T愤hr化ou特gh晨t嗽he瑞r努es蚀ea门rc名h每on春i宇t,桨s弯om残e稼en语li燕gh者te寸nm丧en肿t驱an奇d浅ne洁w患th抄in刻ki容ng饱c箩an对b炒e病ge城ne挂ra低te嘉d.演W日hy神T借oy川ot呢a傅c扣ou厌ld蛙b签e穿so豪双su尚cc连es理sf匀ul尘?并Wh绳at围a诵re结t辈he返m遇ai万n逮ma烤rk返et隔in生g滩me乳th明od莲s正in固i钞nt配er灾na影ti绿on镇al故害ma斜rk扣et伏?汪Th晚is弟p到ap筒er抵w忽il场l堆ex牧pl登ai泄n怜cl失ea统rl属y.躁I破n惠or星de盲r膛to随e姑xp洗an热d捕th漏e掠co映ns恋um瓶er波g爷ro盗up羡s,萄t兄he复c爷ur港re膨nt比s矛it蔽ua执ti雹on美o匙f羞in貌te证rn秆at洞io抬na开l洲c邀on绍su纳mp香ti扭on头m移ar炭ke绵t,炼t判he积p余ro拜bl稳em签s乔in千c脸or蹈re证sp浅on遵di简ng双m伙ar裂ke字ti式ng沿s慢tr故at轮eg句y闭ar久e舍a拦na富ly悬ze叉d泥sp押ec们if逮ic根a碎ll经y式i治n董th哄is森p委ap留er延.挑Th黄e傍pu示rp毯os廊e意of田t倡hi仁s如pa存pe锹r反is译t瘦o咽ta狮ke昂o管n泰a治pi挽on错ee芬r眠in赚义in牲te结rn科at诵io苏na写l斗a球ut但om拍ob贡il迫e构ma愁rk盾et范,鸦an令d少ca仍re降fu岔ll瓦y状an酿al榆yz余es俭t刮he帅d肤em五an出ds杏f毅or巩To使yo被ta芳.嘱A四t鸽la买st饶,厦it冻w雅il曾l截di撒sc墨us积s舱so贝me邮r柱ev掉e碎la坝ti柱on打s师to炕厘ch湾in下a,浴w朴hi笛ch宝w床il降l距in悦s归pi陶re象s笛om当e页Ch拥in英es站e搁c宣om抗pa匹ni堪es岸t推ha恢t浙ar乎e歉in倚i后nt净er裹na克ti敲on泼al召c伙om姥pe偿ti俗ti温on流a喂nd缺p尘ro坊vi度de纳s夜om堆e驱ex喘ce享ll击en旗t巧e时xp罪er额ie嚼nc箩e.2.TheTheoryofMarketingStrategyResearch2.1BasicconceptsofmarketingstrategiesInternationalmarketingreferstomarketingcarriedoutbycompaniesoverseasoracrossnationalborderlines.Thisstrategyusesanextensionofthetechniquesusedinthehomecountryofafirm."Internationalmarketingisthemultinationalprocessofplanningandexecutingtheconception,pricing,promotionanddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives."〔Wikipedia，2021:299-310〕2.2BasicconceptsofdistributionchannelsExportsuccesshingesonthemanagementofnetworkfordistribution.Thismodulewouldexplorethewaystoexplore,deploy,evaluate,develop,establishandmonitorthechannels.2.3MarketpositioningconceptPositioningisaperceptuallocation.It'swhereyourproductorservicefitsintothemarketplace.Effectivepositioningputsyoufirstinlineinthemindsofpotentialcustomers.3.BriefIntroductionofToyota3.1ThedevelopmentofToyotainrecentyears1ToyotaMotorManufacturingFranceS.A.S.beginsproductioninFrancein2001.2ToyotaentersFormulaOneWorldChampionship;TianjinToyotaMotorCo.,Ltd.beginsproductioninChinain2002.3TheToyotaPartnerRobotispubliclyunveiledin2004.4TheLexusbrandisintroducedinJapanin2005.5WorldwidePricessalestop1millionmarkin2021.6WorldwidePricessalestop2millionmark;ToyotaandTeslaMotorsagreeonjointEVdevelopmentin2021.3.2InnovationofToyotaWhetheritisalternativeenergysources,interconnectedtraffic&safetysystems,humanassistingrobotsornewmodesofpersonaltransport,Toyotaisconstantlyfocusedondevelopingforthefuture.4.CasestudyontheinternationalMarketingofToyota4.1CasestudythegodofmarketingZhengTailangHigh-powerToyotaenterprisewasfoundedin1938.ZhengTailangguidethecompanytoexploretheinternationalsales.Hediscoveredaspecialmarkettheoryandmarketingmethods.Heputemphasisonafter-saleservice.Heestablishesastrongmarketingsystem.TherebyToyotacarshavepouredacrosstheworld.4.2ThereasonwhyToyotacouldcapturemosttheUSmarketWhileallthelatterreasoncouldhaveledtoToyota’scurrentsituation.Thereisoneparticularreasonthatislargelyresponsibleforthechaoswithinthiscompanycurrentlythisisthepetroleumindustry.Pricesofgasarenowatfourdollarsagallonandthishascausedmanywould-beclientstostayawayfromToyotaoranyotherautomobilemanufacturer.Theeconomy’ssluggishnesshasdefinitelyspoiltitforToyota(HeraldLeader,2021)Asifthelatterarenotenough,thecompany’shasalsobeenaffectedbythecurrency.ItshouldbenotedthattheyenismuchweakerthantheUSdollar.Consequently,whentheUSdollarslackens,thentheyenslackensmuchmore.Asitistoday,theUSdollarhasgonenowbyclosetotwentypercent.However,Toyota’sexecutivescanturnthisaroundbyutilizinginternationalbusiness.IfthecompanydecidestoexportUSmademodelstootherpartsoftheworld,thenitcouldactuallybenefitfromthefactthatethUSdollarisunderperforming.Asitistoday,theSequoia(whichisUSbuilt)hasbeenrecordinghighperformancelevelswithintheTokyostockexchangeSomeanalystsevenassetthatthismodelhasbeenperformingatsimilarlevels(ElainaOwen,2021:355)4.3AanalysisontheMarketingStrategyofToyotaonUSMarket4.3.1ProductexpansionstrategyofToyotaToyotafirstenteredtheircorebusinessesandthoseinwhichtheyhadastrongcompetitiveadvantageoverlocalfirmstoreducethehazardoffailure.Learningfromearlyentriesenabledthemtolaunchfurtherentriesintononcorebusinessesandintoareasofweakercompetitiveadvantage.TheoverallevidencesuggeststhatToyotafirmsarebuildingcapabilitiestooperateoverseasthroughsequentialentry.4.3.2DistributionofToyotaFirst,itwillprovideyouthebestfore-saleandafter-saleservice.Second,itwillchoosethekeysalesmarket.Toyotacalledupallitsforcesforsales.Third,itwillprovidetidyprofitformerchantsandinspirethem.4.3.3StandardizationofmarketingprocessTwoaspectsofinternationalmarketingstrategystandardizationareprocessandprogramstandardization.Aframeworkfordeterminingmarketingprogramstandardizationisintroduced.Factorsaffectingprogramstandardizationareexaminedcritically.Inanattempttoestablisharesearchagendaonthestandardizationissue,theauthordevelopsresearchpropositionsforeachfactor.4.3.4withthecoreofadvertisingtopromoteFirst,thecoreisthatToyotamakesconcentrateonmakingadvertising.Second,theselectedagentwillbestrictlyscreenedThird,itwillprovidetidyprofitformerchantsandinspirethem.5.TheRevelationandSuggestiontoChinaabouttheMarketingStrategyofToyotaIfwewanttoopentotheoutsideworld,wemustgetourselvesfamiliarwiththeinternationalmarket.Getwellknownofwhattoproductandproductforwhom.Toyotaenterpriseputsundueemphasisonimmediateinterestsandlong-terminterests.Chinashouldalsousethewholestrategytoguidethemarketingstrategy,whichcancomplementeachotherandhelpeachotherforward.6.ConclusionThroughthispaperwefindthatthecarsofToyotahavebetterproductsqualityandspecialmarketingstrategy.Toyotahasaworld-widereputationforitsmarketingstrategy.Toyota’scarshavebeensoldallovertheworld.Thispaperanalysesseveralmarketingidealssuchasproductstrategy,pricestrategy,distributionstrategyandpromotionstrategyandsoon.Combiningwiththeinternationalmarket,itanalysesrelatedmarketingknowledge.ThereasonwhyToyotacouldrapidlyopentheinternationalmarketisthatthecompanysuccessfullyusesthestrategymanagement.Anditstickstothestrategicconstancyandflexiblestrategy.LeanproductioncreatedbyToyotaisatremendouscontributioninthehistoryofmanagement.AndthisproductionprovidepeoplethePracticalandaffordablecars.FlexiblemarketingstrategyhasbridgedbetweenToyota’sproductandthecustomers.Atlast,Toyotaenterpriseputsundueemphasisonimmediateinterestsandlong-terminterests.OneofthesuggestionstoChinaisthatChinashouldalsousethewholestrategytoguidethemarketingstrategy,whichca