（营销策略）浅析丰田公司国际营销策略.doc

Tentative Analysis on Toyota’s 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, cars 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 discusses Toyota’s 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 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. China’s automobile industry 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……………...…………….…….12.1 Basic concepts of marketing strategies……………………………..………...22.2 Basic concepts of distribution channels………………………………………32.3 Market positioning concept…………………………………………………...43. Brief Introduction of Toyota……………………………………………………53.1 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 Zheng Tailang……………...………………94.2 The reason why Toyota could capture most the US market…………………114.3 A analysis on the Marketing Strategy of Toyota on US Market…………….124.3.1 Product expansion strategy of Toyota………………………………134.3.2 Distribution of Toyota………………………………………………144.3.3 Standardization of marketing process………………………………154.3.4 With the core of advertising to promote…………………………….165. The Revelation and Suggestion to China……………………………………..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. IntroductionWith the rapid development of car business, the people’s 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 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. It’s famous all over the world and discharged in 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 china’s automobile and the problem of the marketing strategy.，the paper points out the famous enterprise’s operating practical ability. 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 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 mark。