浅析丰田公司国际营销策略

TentativeAnalysisonToyota’sInternationalMarketingStrategyandItsEnlightenment浅析丰田公司国际营销及其启示【Abstract】Withthedevelopmentofsocialeconomic,thedemandsforcarsareincreasingyearafteryear.Carsasasignofthetimeshaverisen.Withthetransformationoftheglobalcars’territory,carshavecausedmuchconcerntotheinternationalmarket.TheaccomplishmentsToyotaenterprisehasachievediscloselyrelatedtoitsmarketingstrategy.Thisarticleadoptsthemethodofliterature.ItchoosesacasethatToyotasteppedintoUSmarket.Combingwiththecorrespondingdata,itdiscussesToyota’sspecialmarketingconcept.Thesecondchapterofthispaperanalyzessomebasicideaswhicharerelatedtomarketingstrategy,namely,basicconceptsofmarketingstrategies,basicconceptsofdistributionchannelsandmarketpositioningconcept.ThethirdchapterpresentsthedevelopmentofToyotaandthebasicmarketingconceptsofToyota.ThefourthandfifthchaptersmainlystatethemarketstrategyofToyota,suchasproductexpansionstrategy、distribution、standardizationofmarketingprocessandsoon.Fromthisarticle,someenlightenmentcanbegained.China’sautomobileindustrycanbeprovidedsomeusefulrecommendationsforfurtherdevelopment.【KeyWords】MarketingProcessofToyota;MarketingIdeaofToyota;ProductExpansionStrategy;MarketingStrategy;MarketingMode【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。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.TheTheoryofMarketingStrategyResearch……………...…………….…….12.1Basicconceptsofmarketingstrategies……………………………..………...22.2Basicconceptsofdistributionchannels………………………………………32.3Marketpositioningconcept…………………………………………………...43.BriefIntroductionofToyota……………………………………………………53.1ThedevelopmentofToyota…………………………………………………..63.2InnovationofToyota………………………………………………………….74.CasestudyontheinternationalMarketingofToyota………………………...84.1CasestudythegodofmarketingZhengTailang……………...………………94.2ThereasonwhyToyotacouldcapturemosttheUSmarket…………………114.3AanalysisontheMarketingStrategyofToyotaonUSMarket…………….124.3.1ProductexpansionstrategyofToyota………………………………134.3.2DistributionofToyota………………………………………………144.3.3Standardizationofmarketingprocess………………………………154.3.4Withthecoreofadvertisingtopromote…………………………….165.TheRevelationandSuggestiontoChina……………………………………..176.Conclusion………………………………………………………………………18Bibliography………………………………………………...…………………...….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.IntroductionWiththerapiddevelopmentofcarbusiness,thepeople’srequirementstothecarsbecomemoreandmorestrict.Avarietyofcarsenterprisestrytheirbesttoattractthecustomers.Toyotahasbeenmoreandmoresuccessfulsince2001,whichsteppedintoChinaandgainedlargeachievement.ThispaperexploresthemajormarketstrategyofToyotainChinaandanalyzesitindetails.ToyotastillquotesthelogionofLuoshouCushen-“Cardemandiscreated”In2007Toyotalistedintop500inworld.It’sfamousallovertheworldanddischargedinthesixth.Whyitcouldbesosuccessful?ThethesisexploresthemajormarketingstrategyofToyotaininternationalmarket.Throughtheanalysisofthesituationofchina’sautomobileandtheproblemofthemarketingstrategy.，thepaperpointsoutthefamousenterprise’soperatingpracticalability.Toyotaexporteditsproductaroundtheworld,whichisnotonlyrelatedtoitswellproductqualitybutalsocloselyrelatedtoitsmarketingstrategy.Throughtheresearchonit,someenlightenmentandnewthinkingcanbegenerated.WhyToyotacouldbesosuccessful?Whatarethemainmarketingmethodsininternationalmarket?Thispaperwillexplainclearly.Inordertoexpandtheconsumergroups,thecurrentsituationofinternationalconsumptionmarket,theproblemsincorrespondingmarketingstrategyareanalyzedspecificallyinthispaper.Thepurposeofthispaperistotakeonapioneerininternationalautomobilemarket,andcarefullyanalyzesthedemandsforToyota.Atlast,itwilldiscusssomerevelationstochina,whichwillinspiresomeChinesecompaniesthatareininternationalcompetitionandprovidesomeexcellentexperience.2.TheTheoryofMarketingStrategyResearch2.1BasicconceptsofmarketingstrategiesInternationalmarketingreferstomarketingcarriedoutbycompaniesoverseasoracrossnationalborderlines.Thisstrategyusesanextensionofthetechniquesusedinthehomecountryofafirm.Internationalmarketingisthemultinationalprocessofplanningandexecutingtheconception,pricing,promotionanddistributionofideas,goods,an