浅谈某汽车国际策略及其启示24832.docx

Tentaativee Anaalysiis onn Toyyotas Intternaationnal MMarkeetingg Strrateggy and Its Enliighteenmennt 浅析丰田公公司国际营营销及其启启示【Absttractt】 Withh thee devveloppmentt of sociial eeconoomic, thee demmandss forr carrs arre inncreaasingg yeaar affter yearr. Caars as a siign oof thhe tiimes havee rissen. Withh thee traansfoormattion of tthe gglobaal caars terrritorry, ccars havee cauused muchh conncernn to the inteernattionaal maarkett. Thhe accoompliishmeents Toyoota eenterrprisse haas acchievved iis clloselly reelateed too itss marrketiing sstrattegy.This artiicle adoppts tthe mmethood off litteratture .It choooses a caase thatt Toyyota steppped intoo US markket. Combbing withh thee corrresppondiing ddata, it disccussees Tooyotaas speeciall marrketiing cconceept. The sseconnd chhapteer off thiis paaper anallyzess somme baasic ideaas whhich are relaated to maarketting straategyy, naamelyy, basiic concceptss of markketinng sttrateegiess, bassic cconceepts of disttribuutionn chaannells annd maarkett possitiooningg connceptt. The tthirdd chaapterr preseents the deveelopmment of TToyotta annd thhe baasic markketinng coonceppts oof Tooyotaa. Thee fouurth and fiftth chhapteers mmainlly sttate the markket sstrattegy of TToyotta, ssuch as pproduuct eexpannsionn strrateggy、distrributtion 、standdardiizatiion oof maarketting proccess and so oon. Fromm thiis arrticlle, ssome enliighteenmennt caan bee gaiined. Chinnas auutomoobilee inddustrry caan bee proovideed soome uusefuul reecommmendaationns foor fuurtheer deeveloopmennt.【Key Wordds】 Markeetingg Proceess oof Tooyotaa; Markeetingg Ideea off Toyyota; Prodduct Expannsionn Strattegy; Marrketiing SStrattegy; Marrketiing MMode【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。本文采用文文献法，以以丰田公司司打入美国国市场的经经销案例，并并结合相应应数据，分分析了丰田田公司独特特的营销理理念。论文文第二章阐阐述了营销销策略的相相关理论。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Conteent1. Introoducttion.12. The TTheorry off Marrketiing SStrattegy Reseearchh.12.1 Basicc connceptts off marrketiing sstrattegiees.222.2 Basicc connceptts off disstribbutioon chhanneels32.3 Markeet poositiioninng coonceppt.443. Brieff Inttroduuctioon off Toyyota553.1 The ddevellopmeent oof Tooyotaa.63.2 Innovvatioon off Toyyota.74. Case studdy onn thee intternaationnal MMarkeetingg of Toyoota.84.1 Case studdy thhe good off marrketiing ZZhengg Taillang.94.2 The rreasoon whhy Tooyotaa couuld ccaptuure mmost the US maarkett1114.3 A anaalysiis onn thee Marrketiing SStrattegy of TToyotta onn US Markket.124.3.1 Produuct eexpannsionn strrateggy off Toyyota一一三4.3.2 Distrributtion of TToyotta1144.3.3 Standdardiizatiion oof maarketting proccess一一五4.3.4 With the coree of adveertissing to ppromoote.1665. The RRevellatioon annd Suuggesstionn to Chinna.176. Concllusioon一八Bibliiograaphy.19目录1.引言12.营销策策略相关理理论12.1营销销策略基本本概念12.2分销销渠道基本本理念22.3市场场定位概念念33. 丰田田公司简介介33.1 丰丰田公司发发展史33.2丰田田公司创新新理念554. 丰田田公司国际际营销案例例分析64.1营销销之神神谷谷正太郎案案例64.2丰田田汽车成功功占领美国国市场的原原因34.3丰田田汽车在美美国市场的的营销战略略分析44.3.11 丰田公公司产品扩扩张策略64.3.22丰田公司司产品系列列分销制74.3.33丰田标准准化营销流流程84.4.44 丰田公公司以广告告为核心的的促销策略略85. 丰田田公司营销销策略对中中国启示及及其建议96. 结论论9参考文献101. IntrooducttionWith the rapiid deeveloopmennt off carr bussinesss, tthe ppeoplles reqquireementts too thee carrs beecomee morre annd moore sstricct. AA varrietyy of carss entterprrisess tryy theeir bbest to aattraact tthe ccustoomerss. Tooyotaa hass beeen moore aand mmore succcessfful ssincee 20001, wwhichh steeppedd intto Chhina and gainned llargee achhieveementt .Thiis paaper explloress thee majjor mmarkeet sttrateegy oof Tooyotaa in Chinna annd annalyzzes iit inn dettailss. Tooyotaa stiill qquotees thhe loogionn of Luosshou Cushhen-“Car demaand iis crreateed” In 20007 TToyotta liistedd in top 500 in wworldd. Its faamouss alll oveer thhe woorld and discchargged iin thhe siixth. Why iit coould be sso suuccesssfull? Thhe thhesiss expplorees thhe maajor markketinng sttrateegy oof Tooyotaa in inteernattionaal maarkett. Thhrouggh thhe annalyssis oof thhe siituattion of cchinaas auttomobbile and the probblem of tthe mmarkeetingg strrateggy.，tthe ppaperr poiints out the famoous eenterrprisses opperatting praccticaal abbilitty. TToyotta exxportted iits pproduuct aarounnd thhe woorld, whiich iis noot onnly rrelatted tto itts weell pproduuct qqualiity bbut aalso clossely relaated to iits mmarkeetingg strrateggy. TThrouugh tthe rreseaarch on iit, ssome enliighteenmennt annd neew thhinkiing ccan bbe geeneraated. Whyy Toyotta coould be sso suuccesssfull? Whhat aare tthe mmain markketinng meethodds inn intternaationnal mmarkeet? TThis papeer wiill eexplaain cclearrly. In oorderr to expaand tthe cconsuumer grouups, the currrent situuatioon off intternaationnal cconsuumptiion mmarkeet, tthe pprobllems in ccorreesponndingg marrketiing sstrattegy are aanalyyzed speccificcally iin thhis ppaperr. Thhe puurposse off thiis paaper is tto taake oon a pionneer in iinterrnatiionall auttomobbile markket, and careefullly annalyzzes tthe ddemannds ffor Toyoota. At laast, it wwill disccuss somee revvelattionss to chinna, wwhichh willl innspirre soome CChineese ccompaaniess thaat arre inn intternaationnal ccompeetitiion aand pproviide ssome exceellennt exxperiiencee.2. Thhe Thheoryy of Markketinng Sttrateegy RReseaarch2.1 BBasicc connceptts off marrketiing sstrattegieesInterrnatiionall marrketiing rreferrs too marrketiing ccarriied oout bby coompannies overrseass or acrooss nnatioonal bordderliines. Thiis sttrateegy uuses an eextennsionn of the techhniquues uused in tthe hhome counntry of aa firrm. ""Inteernattionaal maarketting is tthe mmultiinatiionall proocesss of plannningg andd exeecutiing tthe cconceeptioon, ppriciing, prommotioon annd diistriibutiion oof iddeas, gooods, and servvicess to creaate eexchaangess thaat saatisffy inndiviiduall andd orgganizzatioonal objeectivves."" （Wiikipeedia，22011:299-310）2.2 BBasicc connceptts off disstribbutioon chhanneels Exporrt suuccesss hiingess on the manaagemeent oof neetworrk foor diistriibutiion. Thiss moddule woulld exxplorre thhe waays tto exxplorre, ddeplooy, eevaluuate, devvelopp, esstabllish and moniitor the channnelss.2.3 MMarkeet poositiioninng cooncepptPosittioniing iis a percceptuual llocattion. Itt's wwheree youur prroducct orr serrvicee fitts innto tthe mmarkeetplaace. Efffectiive pposittioniing pputs you firsst inn linne inn thee minnds oof pootenttial custtomerrs.3. Brrief Intrroducctionn of Toyoota3.1 TThe ddevellopmeent oof Tooyotaa in receent yyearss1 Toyyota Motoor Maanufaacturring Frannce SS.A.SS. beeginss prooducttion in Frrancee in22001.2 Toyyota enteers FFormuula OOne WWorldd Chaampioonshiip; TTianjjin TToyotta Mootor Co., Ltdd. beeginss prooducttion in CChinaain20002.3 Thee Toyyota Parttner Roboot iss pubbliclly unnveilled iin 20004.4 Thee Lexxus bbrandd is intrroducced iin Jaapan in20005.5 Worrldwiide PPrices saales top 1 miillioon maark iin 20008.6 Worrldwiide PPrices saales top 2 miillioon maark; Toyoota aand TTeslaa Mottors agreee onn joiint EEV deeveloopmennt inn20100.3.2 IInnovvatioon off Toyyota Whethher iit iss altternaativee eneergy sourrces, inttercoonneccted trafffic & saafetyy sysstemss, huuman assiistinng roobotss or new modees off perrsonaal trranspport, Toyyota is cconsttantlly foocuseed onn devvelopping for the futuure.4. Caase sstudyy on the inteernattionaal Maarketting of TToyotta4.1 CCase studdy thhe good off marrketiing ZZhengg TaillangHigh-poweer Tooyotaa entterprrise was founnded in 11938.Zhenng Taailanng guuide the comppany to eexploore tthe iinterrnatiionall salles. He disccoverred aa speeciall marrket theoory aand mmarkeetingg metthodss. Hee putt empphasiis onn aftter-ssale servvice. He estaablisshes a sttrongg marrketiing ssysteem. TThereeby Toyoota ccars havee pouured acrooss tthe wworldd.4.2 TThe rreasoon whhy Tooyotaa couuld ccaptuure mmost the US maarkettWhilee alll thee lattter reasson ccouldd havve leed too Toyyotas cuurrennt siituattion. Theere iis onne paarticcularr reaason thatt is larggely respponsiible for the chaoos wiithinn thiis coompanny cuurrenntly thiss is the petrroleuum indusstry. Priices of ggas aare nnow aat foour ddollaars aa galllon and thiss hass cauused manyy wouuld-bbe cllientts too staay awway ffrom Toyoota oor anny otther autoomobiile mmanuffactuurer. Thee ecoonomyys sslugggishnness has defiiniteely sspoillt itt forr Toyyota (Herrald Leadder, 20088) As iff thee lattter are not enouugh, the comppanys haas allso bbeen affeectedd by the currrencyy. Itt shoould be nnotedd thaat thhe yeen iss mucch weeakerr thaan thhe USS dolllar. Connsequuentlly, wwhen the US ddollaar sllackeens, thenn thee yenn slaackenns muuch mmore. As it iis tooday, thee US dolllar hhas ggone now by cclosee to twennty pperceent. Howeever, Toyootass exeecutiives can turnn thiis arroundd by utillizinng innternnatioonal busiinesss. Iff thee commpanyy deccidess to expoort UUS maade mmodells too othher ppartss of the worlld, tthen it ccouldd acttuallly beenefiit frrom tthe ffact thatt ethh US dolllar iis unnderpperfoorminng. AAs itt is todaay, tthe SSequooia (whicch iss US buillt) hhas bbeen recoordinng hiigh pperfoormannce llevells wiithinn thee Tokkyo sstockk excchangge Soome aanalyysts evenn assset tthat thiss moddel hhas bbeen perfformiing aat siimilaar leevelss (Ellainaa Oween, 22009: 3555)4.3 AA anaalysiis onn thee Marrketiing SStrattegy of TToyotta onn US Markket4.3.11 Prooductt exppansiion sstrattegy of TToyotta Toyotta fiirst enteered theiir coore bbusinnessees annd thhose in wwhichh theey haad a stroong ccompeetitiive aadvanntagee oveer loocal firmms too redduce the hazaard oof faailurre. LLearnning fromm earrly eentriies eenablled tthem to llauncch fuurtheer enntriees innto nnoncoore bbusinnessees annd innto aareass of weakker ccompeetitiive aadvanntagee. Thhe ovveralll evvidennce ssuggeests thatt Toyyota firmms arre buuildiing ccapabbilitties to ooperaate ooversseas throough sequuentiial eentryy.4.3.22 Disstribbutioon off ToyyotaFirstt, itt willl prrovidde yoou thhe beest ffore-salee andd aftter-ssale servvice.Seconnd, iit wiill cchoosse thhe keey saales markket. Toyoota ccalleed upp alll itss forrces for salees.Thirdd, itt willl prrovidde tiidy pprofiit foor meerchaants and insppire themm. 4.3.33 Staandarrdizaationn of markketinng prrocesss Two aaspeccts oof innternnatioonal markketinng sttrateegy sstanddardiizatiion aare pproceess aand pprogrram sstanddardiizatiion. A frramewwork for deteerminning markketinng prrograam sttandaardizzatioon iss inttroduuced. Facctorss afffectiing pprogrram sstanddardiizatiion aare eexamiined critticallly. In aan atttemppt too esttabliish aa ressearcch aggendaa on the stanndarddizattion issuue, tthe aauthoor deeveloops rreseaarch propposittionss forr eacch faactorr.4.3.44 witth thhe coore oof addverttisinng too proomoteeFirstt, thhe coore iis thhat TToyotta maakes conccentrrate on mmakinng addverttisinng.Seconnd, tthe sseleccted agennt wiill bbe sttricttly sscreeenedThirdd, itt willl prrovidde tiidy pprofiit foor meerchaants and insppire themm. 5. Thhe Reevelaationn andd Sugggesttion to CChinaa aboout tthe MMarkeetingg Strrateggy off ToyyotaIf wee wannt too opeen too thee outtsidee worrld, we mmust get oursselvees faamiliiar wwith the inteernattionaal maarkett. Geet weell kknownn of whatt to prodduct and prodduct for whomm. Toyotta ennterpprisee putts unndue emphhasiss on immeediatte inntereests and longg-terrm inntereests. Chiina sshoulld allso uuse tthe wwholee strrateggy too guiide tthe mmarkeetingg strrateggy, wwhichh cann commplemment eachh othher aand hhelp eachh othher fforwaard.6. CConcllusioonThrouugh tthis papeer wee finnd thhat tthe ccars of TToyotta haave bbetteer prroduccts qqualiity aand sspeciial mmarkeetingg strrateggy. TToyotta haas a worlld-wiide rreputtatioon foor itts maarketting straategyy. Tooyotaas caars hhave beenn solld alll ovver tthe wworldd. Thhis ppaperr anaalysees seeveraal maarketting ideaals ssuch as pproduuct sstrattegy, priice sstrattegy, disstribbutioon sttrateegy aand ppromootionn strrateggy annd soo on. Commbiniing wwith the inteernattionaal maarkett, itt anallysess rellatedd marrketiing kknowlledgee. The rreasoon whhy Tooyotaa couuld rrapiddly oopen the inteernattionaal maarkett is thatt thee commpanyy succcesssfullly usses tthe sstrattegy manaagemeent. And it sstickks too thee strrateggic cconsttancyy andd fleexiblle sttrateegy. Leann prooducttion creaated by TToyotta iss a ttremeendouus coontriibutiion iin thhe hiistorry off mannagemment. Andd thiis prroducctionn proovidee peoople thee Praacticcal aand aafforrdablle caars. Flexxiblee marrketiing sstrattegy has briddged betwween Toyootas prroducct annd thhe cuustommers. At lastt, Toyoota eenterrprisse puuts uunduee empphasiis onn immmediaate iinterrestss andd lonng-teerm iinterrestss. Onne off thee sugggesttionss to Chinna is tthat Chinna shhouldd alsso usse thhe whhole straategyy to guidde thhe maarketting straategyy, whhich can compplemeent eeach otheer annd heelp eeach otheer foorwarrd. AAt laast, it ccouldd achhievee succcesss. Faaced withh thee marrket comppetittionToyotta adoppts pricce waar too domminatte thhe maarkett. Thhis lloss is ttempooraryy. Buut thhe moost iimporrtantt is thatt theey caan maake cconsiideraable markket ssharee, whhich can prommote its largge prroducctionn abiilityy. Reeduc