论文部分内容阅读
丰田汽车,在过去20余年的中国汽车市场上演绎了由辉煌走向衰弱的一幕.面对在中国落后的局面,近年来丰田精心策划,谨慎布局,并以令人咋舌的扩张速度重新出现在中国的汽车市场上.丰田开始动真格的了.“,”20 years ago,Toyota ,one of the most biggest auto manufacturers, began to export cars to China. At that time, Toyota showed little interest in making cars in China, where the total production of automobiles were not more than 20, 000. Toyota's real interest lied in the market expansion in the USA, which brought more money into its pocket. However, other auto manufacturers such as Volkswagen began to cooperate with Chinese car makers to produce cars in China. With the industry policy focusing on homemade autos, China began to cut down the import number of cars and any auto giant which had invested in China got much profit. Only then did Toyota find itself misled by negligence of China's rapid development. After that Toyota sharply transformed its Chinese strategy and sped up its step marching into China. To reach its goal of maintaining China's 10% market share, Toyota has introduced more and more new types of cars, such as Vios,Crown, Land Cruiser, and received good market response. Three manufacturing bases have been set up in Tianjin, Guangzhou and Chengdu together with respective domestic car makers. Toyota has finally realized that competition in China is not so easy to succeed.