文档介绍：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 plishments 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 mendations for further development.
【Key Words】 Marketing Process of Toyota; Marketing Idea of Toyota; Product Expansion Strategy; Marketing Strategy; Marketing