CAJ | 학술논문

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。
운용시장영소학상관이론，종산품、개격、거도、촉소화공공관계적시각분석료봉전기차공사재중국시장상적성공영소전략，위중국기차기업진입국제시장제공삼고。분석인위，봉전기차공사소채용적산품조합책략、은정적개격체계、편평화적소수거도이급공관방면적촉소책략등，시기성공적기본보증。
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.