日本丰田汽车的设计理念特点与销售优势研究
丰田作为世界十大汽车工业公司之一，有着其独到的在设计理念和销售优势
上特点值得研究。日本丰田汽车的设计主要体现在汽车设计中的情感化体现。分为汽车设计中的情感化体现、行为层情感设计和反思层情感设计。在销售优势上主要有产品品牌策略、产品组合策略、建立扁平化的营销渠道、开展的公关活动和危机的公关策略五种。本文主要是对日本丰田汽车的设计理念特点与销售优势的研究。
关键词：设计理念特点；情感化体现；销售优势
Abstract
Toyota as the world’s ten largest auto industry company, has its unique design
concept and marketing advantages Characteristics worthy of study. Japan Toyota’s design is mainly reflected in the emotional expression in the design of automobile. Into the automobile design of emotional expression, behavior emotion design and reflective emotion design. In the marketing advantages mainly product brand strategy, product strategy, establish flat marketing channels, to carry out public relations activities and crisis PR strategy five. This paper is mainly on the Toyota design characteristics and marketing advantage research.
Key words: design features; emotional expression; sales advantage
目录
摘要………………………………………………………………………………………………………………… 1
引言………………………………………………………………………………………………………………… 1
一 、日本丰田汽车的设计理念特点………………………………………………………………………. 1
1.汽车设计中的情感化体现…………………………………………………………………………… 2
2.行为层情感设计……………………………………………………………………………………….. 2
3.反思层情感设计……………………………………………………………………………………….. 2
二、 日本丰田汽车的销售优势研究………………………………………………………………………. 3
1.产品品牌策略………………………………………………………………………………………….. 3
2.产品组合策略………………………………………………………………………………………….. 3
3.建立扁平化的营销渠道……………………………………………………………………………… 3
4.开展的公关活动……………………………………………………………………………………….. 3
5.危机的公关策略……………………………………………………………………………………….. 3
总结………………………………………………………………………………………………………………… 4
参考文献………………………………………………………………………………………………………….. 4
