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, 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】随着社会经济的发展，人们对汽车的需求逐年增加。汽车作为一个跨时代的标志已经崛起，全球汽车版图的变化，引起市场极大的关注。丰田公司如今能取得如此大的成就，这与它的营销策略有着密切的关系。

6、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。论文第二章阐述了营销策略的相关理论。第一是营销策略基本概念。第二是分销渠道基本理念。第三是市场定位概念。第三章节阐述了丰田的发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策略，如产品扩张策略、产品系列分销制、标准化营销流程等。从中得到相关启示，为我国汽车行业进一步发展提供借鉴和建议。【关键词】营销流程;营销理念;产品分销策略;营销策略;营销模式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目录1.引言12.营销策略相关理论12.1营销策略基本概念12.2分销渠道基本理念22.3市场定位概念33. 丰田公司简介33.1 丰田公司发展史33.2丰田公司创新理念54. 丰田公司国际营销案例分析64.1营销之神神谷正太郎案例64.2丰田汽车成功占领美国市场的原因34.3丰田汽车在美国市场的营销战略分析44.3.1 丰田公司产品扩张策略64.3.2丰田公司产品系列分销制74.3.3丰田标准化营销流程84.4.4 丰田公司以广告为

10、核心的促销策略85. 丰田公司营销策略对中国启示及其建议96. 结论9参考文献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