丰田企业的市场细分策略研究
摘要： 最近几年我国的汽车市场需求比较大，而且汽车行业的发展速度也是非常的快，与此同时，汽车的性能也在不断的被完善，汽车市场销售量也在不断的增大。由于目前人们的生活水平提高了，消费者对于汽车的需求量也在不断的增加，从而导致目前的汽车市场发展迅速。强大的市场需求拉动了汽车的市场发展，并且促进了汽车供给链的各个环节之间的紧密衔接，但是目前的汽车行业之间的市场竞争力逐渐的增加，丰田作为汽车中的王牌面对强劲的市场竞争对手，如何有效的提高市场竞争力，战胜竞争对手。本文通过对丰田企业的市场细分策略的分析，论述了丰田企业市场细分策略的不足，并对丰田企业的市场细分策略缺陷因素进行分析，最终结合市场发展形势，提出了丰田企业的市场细分策略的应对措施。
关键词： 丰田企业 市场细分 策略研究 汽车行业 产品策略
Abstract： In recent years our country’s automobile market demand is bigger, and the development of the automobile industry is also very fast, at the same time, the performance of the car are constantly being perfect, car sales market has been increased. Because of the people’s living standards improve, the demand of consumers for cars also in unceasing increase, leading to the present auto market is developing rapidly. Strong market demand for automobile market development, and promoted the automotive supply chain each link between more closely, but the current automobile industry market competition gradually increase, between Toyota as trump card in the car in the face of strong market competition, how to effectively improve the market competitiveness and win over competitors. In this paper, through the analysis of Toyota’s market segmentation strategy, the lack of market segmentation strategy, Toyota enterprises are discussed and defects of Toyota’s market segmentation strategy factors were analyzed, and finally combined with the market development situation, proposed the Toyota enterprise market segmentation strategy.
Key Words ： Toyota enterprises market segmentation strategy research the car industry product strategy
目录：
1 丰田企业概述
2 丰田企业市场细分策略的不足
3 丰田企业市场细分策略缺陷的原因分析
4 丰田企业市场细分改进建议
