淺析某汽車(chē)國(guó)際營(yíng)銷(xiāo)策略

1、Tentative Analysis on Toyotas International Marketing Strategy andIts Enlightenment 淺析豐田公司國(guó)際營(yíng)銷(xiāo)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, cars

2、 have caused much concern to the international market. TheaccomplishmentsToyota enterprise has achieved is closely related to its marketing strategy.This article adopts the method of literature .It chooses a casethat Toyota stepped into USmarket. Combing with the corresponding data, it discusses Toy

3、otas 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 chapterpresents the development of Toyot

4、a 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 industry can be

5、 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(huì)經(jīng)濟(jì)的發(fā)展，人們對(duì)汽車(chē)的需求逐年增加。汽車(chē)作為一個(gè)跨時(shí)代的標(biāo)志已經(jīng)崛起，全球汽車(chē)版圖的變化，引起市場(chǎng)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(yíng)銷(xiāo)策略有著密切的關(guān)系。本文采用文獻(xiàn)法，以豐田公司

6、打入美國(guó)市場(chǎng)的經(jīng)銷(xiāo)案例，并結(jié)合相應(yīng)數(shù)據(jù)，分析了豐田公司獨(dú)特的營(yíng)銷(xiāo)理念。論文第二章闡述了營(yíng)銷(xiāo)策略的相關(guān)理論。第一是營(yíng)銷(xiāo)策略基本概念。第二是分銷(xiāo)渠道基本理念。第三是市場(chǎng)定位概念。第三章節(jié)闡述了豐田的發(fā)展史和豐田營(yíng)銷(xiāo)相關(guān)理念。第四第五章節(jié)重點(diǎn)論述了豐田公司的營(yíng)銷(xiāo)策略，如產(chǎn)品擴(kuò)張策略、產(chǎn)品系列分銷(xiāo)制、標(biāo)準(zhǔn)化營(yíng)銷(xiāo)流程等。從中得到相關(guān)啟示，為我國(guó)汽車(chē)行業(yè)進(jìn)一步發(fā)展提供借鑒和建議?！娟P(guān)鍵詞】營(yíng)銷(xiāo)流程;營(yíng)銷(xiāo)理念;產(chǎn)品分銷(xiāo)策略;營(yíng)銷(xiāo)策略;營(yíng)銷(xiāo)模式ContentIntroduction.1The Theory of Marketing Strategy Research.1Basic concepts of ma

7、rketing strategies.2Basic concepts of distribution channels3Market positioning concept.4Brief Introduction of Toyota5The development of Toyota.6Innovation of Toyota.7Case study on the international Marketing of Toyota.8Case study the god of marketing Zheng Tailang.9The reason why Toyota could captur

8、e most the US market11A analysis on the Marketing Strategy of Toyota on US Market.12Product expansion strategy of Toyota13Distribution of Toyota14Standardization of marketing process15With the core of advertising to promote.16The Revelation and Suggestion to China.17Conclusion18Bibliography.19目錄1.引言

9、12.營(yíng)銷(xiāo)策略相關(guān)理論12.1營(yíng)銷(xiāo)策略基本概念12.2分銷(xiāo)渠道基本理念22.3市場(chǎng)定位概念33. 豐田公司簡(jiǎn)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(guó)際營(yíng)銷(xiāo)案例分析64.1營(yíng)銷(xiāo)之神神谷正太郎案例64.2豐田汽車(chē)成功占領(lǐng)美國(guó)市場(chǎng)的原因34.3豐田汽車(chē)在美國(guó)市場(chǎng)的營(yíng)銷(xiāo)戰(zhàn)略分析44.3.1 豐田公司產(chǎn)品擴(kuò)張策略64.3.2豐田公司產(chǎn)品系列分銷(xiāo)制74.3.3豐田標(biāo)準(zhǔn)化營(yíng)銷(xiāo)流程84.4.4 豐田公司以廣告為核心的促銷(xiāo)策略85. 豐田公司營(yíng)銷(xiāo)策略對(duì)中國(guó)啟示及其建議96. 結(jié)論9參考文獻(xiàn)10IntroductionWith the rapid development of car

10、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 stepped into China and gained large achievement .This paper explores the major market strategy

11、 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 in the sixth. Why it could be so successful? The thesis explores the major marketing strateg

12、y 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 ability. Toyota exported its product around the world, which is not only related to its well prod

13、uct quality but also closely related to its marketing strategy. Through the research on it, some enlightenment and new thinking can be generated. WhyToyota could be so successful? What are the main marketing methods in international market? This paper will explain clearly. In order to expand the con

14、sumer 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 pioneer in international automobile market, and carefully analyzes the demands forToyota.At las

15、t, 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 Research2.1 Basic concepts of marketing strategiesInternational marketing refers to marketing carrie

16、d 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 planning and executing the conception, pricing, promotion and distribution of ideas, goods, and se

17、rvices 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 distribution. This module would explore the ways to explore, deploy, evaluate, develop, establi

18、sh 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 the minds of potential customers.3. Brief Introduction of Toyota3.1 The development of Toyota i

19、n recent years1 Toyota Motor Manufacturing France S.A.S. begins productionin France in2001.2Toyota enters Formula One World Championship; Tianjin Toyota Motor Co., Ltd. begins production in Chinain2002.3The Toyota Partner Robot is publicly unveiled in 2004.4The Lexus brand is introduced in Japan in2

20、005.5Worldwide Prices sales top 1 million mark in 2008.6Worldwide Prices sales top 2 million mark; Toyota and Tesla Motors agree on joint EV development in2010.3.2 Innovation of ToyotaWhether it is alternative energy sources, interconnected traffic & safety systems, human assisting robots or new mod

21、es 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 Toyota enterprise was founded in 1938.Zheng Tailang guide the company to explore the international sal

22、es. Hediscovered a special market theory and marketing methods. He put emphasis on after-sale service. Heestablishes a strong marketing system. TherebyToyota cars have poured across the world.4.2 The reason why Toyota could capture most the US marketWhile all the latter reason could have led to Toyo

23、tas 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 a gallon and this has caused many would-be clients to stay away from Toyota or any other automobile manu

24、facturer. 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 noted that the yen is much weaker than the US dollar. Consequently, when the US dollar slackens, then the y

25、en 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 decides to export US made models to other parts of the world, then it could actually benefit from the fact

26、 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 this model has been performing at similar levels (Elaina Owen, 2009: 355)4.3 A analysis on the Marketing St

27、rategy of Toyota on US Market4.3.1 Product expansion strategy of ToyotaToyota first entered their core businesses and those in which they had a strong competitive advantage over local firms to reduce the hazard of failure. Learning from early entries enabled them to launch further entries into nonco

28、re 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 Distribution of ToyotaFirst, it will provide you the best fore-sale and after-sale service.Second, it will choose

29、 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 international marketing strategy standardization are process and program standardization. A framework for dete

30、rmining marketing program standardization is introduced. Factors affecting program standardization are examined critically. In an attempt to establish a research agenda on the standardization issue, the author develops research propositions for each factor.4.3.4 with the core of advertising to promo

31、teFirst, 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. The Revelation and Suggestion to China about the Marketing Strategy of ToyotaIf we want to open to the ou

32、tside 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 and long-term interests. China should also use the whole strategy to guide the marketing strategy, which can

33、 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-wide reputation for its marketing strategy. Toyotas cars have been sold all over the world. This paper an

34、alyses several marketing ideals such as product strategy, price strategy, distribution strategy and promotion strategy and so on. Combining with the international market, itanalyses related marketing knowledge. The reason why Toyota could rapidly open the international market is that the company suc

35、cessfully 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 interests and long-term interests. One of the suggestions to Chinai