浅析丰田公司国际营销策略

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1、TentativeAnalysisonToyota’sInternationalMarketingStrategyandItsEnlightenment浅析丰田公司国际营销及其启示【Abstract】Withthedevelopmentofsocialeconomic,thedemandsforcarsareincreasingyearafteryear.Carsasasignofthetimeshaverisen.Withthetransformationoftheglobalcars’territory,carshavecausedmuchconcerntotheintern

2、ationalmarket.TheaccomplishmentsToyotaenterprisehasachievediscloselyrelatedtoitsmarketingstrategy.Thisarticleadoptsthemethodofliterature.ItchoosesacasethatToyotasteppedintoUSmarket.Combingwiththecorrespondingdata,itdiscussesToyota’sspecialmarketingconcept.Thesecondchapterofthispaperanalyzesso

3、mebasicideaswhicharerelatedtomarketingstrategy,namely,basicconceptsofmarketingstrategies,basicconceptsofdistributionchannelsandmarketpositioningconcept.ThethirdchapterpresentsthedevelopmentofToyotaandthebasicmarketingconceptsofToyota.ThefourthandfifthchaptersmainlystatethemarketstrategyofToyo

4、ta,suchasproductexpansionstrategy、distribution、standardizationofmarketingprocessandsoon.Fromthisarticle,someenlightenmentcanbegained.China’sautomobileindustrycanbeprovidedsomeusefulrecommendationsforfurtherdevelopment.【KeyWords】MarketingProcessofToyota;MarketingIdeaofToyota;ProductExpansionSt

5、rategy;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

6、、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………………………………………32.3Ma

7、rketpositioningconcept…………………………………………………...43.BriefIntroductionofToyota……………………………………………………53.1ThedevelopmentofToyota…………………………………………………..63.2InnovationofToyota………………………………………………………….74.CasestudyontheinternationalMarketingofToyota………………………..