摘要
运用市场营销学相关理论,从产品、价格、渠道、促销和公共关系的视角分析了丰田汽车公司在中国市场上的成功营销战略,为中国汽车企业进入国际市场提供参考。分析认为,丰田汽车公司所采用的产品组合策略、稳定的价格体系、扁平化的销售渠道以及公关方面的促销策略等,是其成功的基本保证。
With the help of the marketing management theory, the authors analyze the unique mar- keting strategy that Toyota adoptes in China from the angles of product, price, channel and marketing. The results of the analysis have found that the rapidly developing factors including product mix tactics, stable price system, fiat marketing channel, and so on, of Toyota in the Chinese market, and also pro- vides reference for China＇s automobile enterprises when they plan to enter international markets.
出处
《长安大学学报（社会科学版）》
2011年第4期32-35,共4页
Journal of Chang'an University(Social Science Edition)
关键词
丰田汽车
营销战略
营销组合
公共关系
Toyota
marketing strategy
marketing mix
public relationship
