淺析豐田公司國際營銷策略

1、tentative analysis on toyotas international marketing strategy and its enlightenment 淺析豐田公司國際營銷及其啟示【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, ca

2、rs have caused much concern to the international market. the accomplishments toyota enterprise has achieved is closely related to its marketing strategy.this article adopts the method of literature .it chooses a case that toyota stepped into us market. combing with the corresponding data, it discuss

3、es toyotas special marketing concept. the second chapter of this 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 development

4、 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 this article, some enlightenment can be gained. chinas automobile ind

5、ustry 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】隨著社會經(jīng)濟的發(fā)展，人們對汽車的需求逐年增加。汽車作為一個跨時代的標(biāo)志已經(jīng)崛起，全球汽車版圖的變化，引起市場極大的關(guān)注。豐田公司如今能取得如此大的成就，這與它的營銷策略有著密切的關(guān)系。

6、本文采用文獻法，以豐田公司打入美國市場的經(jīng)銷案例，并結(jié)合相應(yīng)數(shù)據(jù)，分析了豐田公司獨特的營銷理念。論文第二章闡述了營銷策略的相關(guān)理論。第一是營銷策略基本概念。第二是分銷渠道基本理念。第三是市場定位概念。第三章節(jié)闡述了豐田的發(fā)展史和豐田營銷相關(guān)理念。第四第五章節(jié)重點論述了豐田公司的營銷策略，如產(chǎn)品擴張策略、產(chǎn)品系列分銷制、標(biāo)準(zhǔn)化營銷流程等。從中得到相關(guān)啟示，為我國汽車行業(yè)進一步發(fā)展提供借鑒和建議?！娟P(guān)鍵詞】營銷流程;營銷理念;產(chǎn)品分銷策略;營銷策略;營銷模式content1. introduction.12. the theory of marketing strategy research.12

7、.1 basic concepts of marketing strategies.22.2 basic concepts of distribution channels32.3 market positioning concept.43. brief introduction of toyota53.1 the development of toyota.63.2 innovation of toyota.74. case study on the international marketing of toyota.84.1 case study the god of marketing

8、zheng tailang.94.2 the reason why toyota could capture most the us market114.3 a analysis on the marketing strategy of toyota on us market.124.3.1 product expansion strategy of toyota134.3.2 distribution of toyota144.3.3 standardization of marketing process154.3.4 with the core of advertising to pro

9、mote.165. the revelation and suggestion to china.176. conclusion18bibliography.19目錄1.引言12.營銷策略相關(guān)理論12.1營銷策略基本概念12.2分銷渠道基本理念22.3市場定位概念33. 豐田公司簡介33.1 豐田公司發(fā)展史33.2豐田公司創(chuàng)新理念54. 豐田公司國際營銷案例分析64.1營銷之神神谷正太郎案例64.2豐田汽車成功占領(lǐng)美國市場的原因34.3豐田汽車在美國市場的營銷戰(zhàn)略分析44.3.1 豐田公司產(chǎn)品擴張策略64.3.2豐田公司產(chǎn)品系列分銷制74.3.3豐田標(biāo)準(zhǔn)化營銷流程84.4.4 豐田公司以廣告為

10、核心的促銷策略85. 豐田公司營銷策略對中國啟示及其建議96. 結(jié)論9參考文獻101. introductionwith the rapid development of car business, the peoples requirements to the cars become more and more strict. a variety of cars enterprises try their best to attract the customers. toyota has been more and more successful since 2001, which step

11、ped into china and gained large achievement .this paper explores the major market strategy of toyota in china and analyzes it in details. toyota still quotes the logion of luoshou cushen-“car demand is created” in 2007 toyota listed in top 500 in world. its famous all over the world and discharged i

12、n 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 chinas automobile and the problem of the marketing strategy.，the paper points out the famous enterprises operating practical abilit

13、y. 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 research on it, some enlightenment and new thinking can be generated. why toyota could be so successful? what are the main marketing

14、methods in international market? this paper will explain clearly. in order to expand the consumer groups, the current situation of international consumption market, the problems in corresponding marketing strategy are analyzed specifically in this paper. the purpose of this paper is to take on a pio

15、neer in international automobile market, and carefully analyzes the demands for toyota. at last, it will discuss some revelations to china, which will inspire some chinese companies that are in international competition and provide some excellent experience.2. the theory of marketing strategy resear

16、ch2.1 basic concepts of marketing strategiesinternational marketing refers to marketing carried out by companies overseas or across national borderlines. this strategy uses an extension of the techniques used in the home country of a firm. international marketing is the multinational process of plan

17、ning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. （wikipedia，2011:299-310）2.2 basic concepts of distribution channels export success hinges on the management of network for d

18、istribution. this module would explore the ways to explore, deploy, evaluate, develop, establish and monitor the channels.2.3 market positioning conceptpositioning is a perceptual location. its where your product or service fits into the marketplace. effective positioning puts you first in line in t

19、he minds of potential customers.3. brief introduction of toyota3.1 the development of toyota in recent years1 toyota motor manufacturing france s.a.s. begins production in france in2001.2 toyota enters formula one world championship; tianjin toyota motor co., ltd. begins production in chinain2002.3

20、the toyota partner robot is publicly unveiled in 2004.4 the lexus brand is introduced in japan in2005.5 worldwide prices sales top 1 million mark in 2008.6 worldwide prices sales top 2 million mark; toyota and tesla motors agree on joint ev development in2010.3.2 innovation of toyota whether it is a

21、lternative energy sources, interconnected traffic & safety systems, human assisting robots or new modes of personal transport, toyota is constantly focused on developing for the future.4. case study on the international marketing of toyota4.1 case study the god of marketing zheng tailanghigh-power t

22、oyota enterprise was founded in 1938.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 system. thereby toyota cars have poured across the world.4.2

23、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 this company currently this is the petroleum industry. prices of gas are now at four dollars

24、a gallon and this 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, 2008) as if the latter are not enough, the companys has also been affected by the currency. it should be not

25、ed 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 this around by utilizing international business. if the company d

26、ecides 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 the tokyo stock exchange some analysts even asset that th

27、is model has been performing at similar levels (elaina owen, 2009: 355)4.3 a analysis on the marketing strategy of toyota on us market4.3.1 product expansion strategy of toyota toyota first entered their core businesses and those in which they had a strong competitive advantage over local firms to r

28、educe 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 overseas through sequential entry.4.3.2 distrib

29、ution 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. 4.3.3 standardization of marketing process two aspects of inte

30、rnational 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 agenda on the standardization is

31、sue, the author develops research propositions for each factor.4.3.4 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 merchants and inspire them. 5.

32、 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 emphasis on immediate interests an

33、d 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.6. conclusionthrough this paper we find that the cars of toyota have better products quality and special marketing strategy. toyota has a world

34、-wide reputation for its marketing strategy. toyotas cars have been sold all over the world. this paper analyses several marketing ideals such as product strategy, price strategy, distribution strategy and promotion strategy and so on. combining with the international market, it analyses related mar

35、keting 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 this 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 in