Research on Marketing Strategy of Dalian FAW Toyota 4s Store

发布时间：2021-02-18 09:50

　　Toyota Motor Corporation（hereafter Toyota）is the world’s leading automaker headquartered in Tokyo City,Japan.Toyota is targeting at manufacturing 3.5 million vehicles annually in China while boosting imports to the country to half a million vehicles annually.Although Toyota has also achieved good performance in the Chinese market and its products are well received by Chinese consumers,it also faces several problems that inhibit its further development.As China’s automobile competition heats up,g... 

【文章来源】：大连海事大学辽宁省 211工程院校

【文章页数】：79 页

【学位级别】：硕士

【文章目录】：
Abstract
Chapter 1 Research Introduction
    1.1 Research Background
    1.2 Objectives and Practical value
        1.2.1 Objectives
        1.2.2 Practical Value
    1.3 International and Domestic Research
        1.3.1 International Research
        1.3.2 Domestic Research
        1.3.3 Brief Summary
    1.4 Research Content and Research Methods
        1.4.1 Research Content
        1.4.2 Research Methods
    1.5 Research Structure
Chapter 2 Literature Background
    2.1 STP Strategy
    2.2 Marketing Mix
    2.3 The PEST analysis
    2.4 Porter's Five Force model
    2.5 The SWOT analysis
Chapter 3 The Current marketing situation of Dalian FAW Toyota 4S store
    3.1 Company profile
        3.1.1 Product of Dalian FAW Toyota 4S store
        3.1.2 Organization Structure of Dalian FAW Toyota 4S store
    3.2 The current marketing strategies of Dalian FAW Toyota 4S store
    3.3 Problems that Dalian FAW Toyota 4S store faces in Marketing
        3.3.1 Product inventory arrangement is unreasonable
        3.3.2 Single product pricing
        3.3.3 Low professional level
        3.3.4 The location of store is not good enough
        3.3.5 Service process is not smooth
Chapter 4 Analysis of Marketing Environment of Dalian FAW Toyota 4S Store
    4.1 Analysis of Macro Marketing Environment of Dalian FAW Toyota 4S
        4.1.1 Political environment analysis
        4.1.2 Economic environment analysis
        4.1.3 Social environment analysis
        4.1.4 Technical environment analysis
    4.2 Analysis of the micro marketing environment of Dalian FAW Toyota 4S store
        4.2.1 Porter's five forces analysis
        4.2.2 Consumer analysis
    4.3 SWOT analysis of Dalian FAW Toyota 4s store
        4.3.1 Strength
        4.3.2 Weaknesses
        4.3.3 Opportunity
        4.3.4 Threat
Chapter 5 Marketing Strategy Design and Implementation of FAW Toyota 4S Store inDalian
    5.1 Segmentation of consumer groups in the passenger car market
    5.2 Target Market Selection and Market Positioning of Dalian FAW Toyota 4SStore
    5.3 Dalian FAW Toyota 4S Store's Marketing Mix Strategy
        5.3.1 Improve product management and enrich product inventory
        5.3.2 Implement stepped pricing and improve payment conditions
        5.3.3 Improve service personnel and improve internal relationships
        5.3.4 Expand marketing channels
        5.3.5 Strengthening service processes
    5.4 Dalian FAW Toyota 4S Store Marketing Strategy Implementation Measures
        5.4.1 Strengthen customer relationship management
        5.4.2 Service quality assurance measures
Conclusion
Appendix A
References
Acknowledgements
Introduction to the Writer and Scientific Research Achievements during master's degreeStudy



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