美国通用和日本丰田在华营销策略比较研究-国际商务专业毕业论文.docxVIP

中文摘要中文摘要 中文摘要 中文摘要 本文的研究对象是美国通用汽车公司与日本丰田汽车公司两个国际上知名的 跨国公司，通用与丰田作为全球排名前十的两大汽车跨国公司，近几年来在中国 市场取得了卓越的成就，成为中国消费者比较信赖的两个品牌。通用与丰田在中 国市场的成功取决于它们在中国市场采取的先进的营销策略。它们在产品策略、 渠道策略、价格策略和促销策略四个方面存在异同，绩效也存在差异，本文的主 要研究就是对通用与丰田在中国市场的营销策略进行对比分析，然后进一步为中 国企业进军国际市场，在国际市场的营销活动提供建议。 本文主要通过对跨国公司营销的相关概念和理论、我国国内汽车市场的综合 状况、通用汽车和丰田汽车在华经营现状等内容的详细解读，对通用和丰田在中 国市场的营销策略进行比较分析，最后根据比较分析得出的结论对中国汽车自有 品牌国际营销提出建议，分别针对国内自有汽车品牌的产品策略，渠道策略，价 格策略以及促销策略提出改进建议。 关键词： 美国通用汽车：日本丰田汽车；营销策略；比较分析 万方数据 黑龙江大学硕士学位论文Abs仃act 黑龙江大学硕士学位论文 Abs仃act The object of study is the American General Motors Corporation and Toyota Motor Corporation，two internationally renowned multinational companies，Toyota and GM as the two of world。S top ten car multinationals，in recent years has made remarkable achievementsin the Chinese market．They are loved by the majority of Chinese consumers，Chinese consumers very trust the two brands．GM and Toyota depends on their advanced marketing strategies have made great Success in the Chinese market． There are similarities and differences exist in four areas of product strategy,channel strategy,pricing strategies and promotional strategies in the GM and Toyota,and there are also differences in their sales performance，The main target of this paper is comparative analysis of GM and Toyotffs market．ng strategy in China market．Then provide further advice to Chinese enterprises entering the international market．Provide advice for Chinese enterprises in the international marketing activities． The main contents are as follows：First introdue零一the-concepts—and：theories—are— related multinational marketing，Then describes the comprehensive situation of China’S auto market，and then analyzes the development process and the status of the domestic automobile industry and analysis General Motors and Toyota management status in China．The fourth part is the COre of this paper,the comparative analysis of marketing strategy for GM and Toyota in the Chinese market，mainly from four aspects of product strategy,channel strategy,mar