| Toyota Motor Corporation since its establishment 70 years, with its unique lean production, effective management and proper international development strategy, gradually expanding from the domestic to the global, sales volume surpassed the United States ranked first in the world car market. Toyota is not only the representative of manufacturing companies in Japan, is also the world leader in the automotive industry. With the awareness of independent innovation in China continue to strengthen, China's automobile industry has made enormous progress in recent years, not only in the domestic market accounted for a certain share, the pace of expansion to the overseas market is also accelerating. In the increasing trend of economic globalization today, only by taken the right strategy for international development, can China's auto industry have the strength in the fierce international competition to compete with rivals. Toyota can achieve outstanding success stems from its excellence in production and management capacity and the right strategic direction of Toyota's global development strategy, drawing on Toyota's successful experience, can make our auto companies to find the correct road to international development, follow the correct process of ideas and strategic guidance, can shorten our vehicle development process of the internationalization of enterprises. In 2010, Toyota has experienced one of the biggest recall in the history of controversy; the incident reflects that there are certain problems in the process of globalization of Toyota. Toyota recall's not the only one case; many car companies have vehicle recall phenomenon, take the lessons of Toyota, can prevent such problems occur in China's automotive enterprises, as the development of automobile industry in China is significant.Firstly, the theory of the internationalization of enterprises are reviewed, followed by analysis of the development of Toyota's global profile and why Toyota can have international development, by the analysis of operating characteristics and the advantages of globalization, we know the basis of Toyota to make international development. The unique Toyota lean production methods, continuous improvement of production operating system, strict cost control, personnel training and excellent corporate culture make Toyota to become the domestic manufacturing enterprises. This paper analyzes Toyota global development strategy options, and clarify the appropriate market entry strategies and competitive strategies taken by Toyota companies in the world at different stages, learn success stories of Toyota, and by analysis of the recall scandal, we obtained lessons of Toyota in the process of globalization. At last there is recommendations that in the development process of China's automobile industry, we should learn from Toyota the advanced mode of production and management business model which can improve production and management capacity, and strengthen research and development to improve core competence, take attention to brand, service, quality, personnel training and other international automobile brands to enhance the country's reputation in the international market, and establish a consumer-first concept and grasp industry trends to make a greater development, and also remind that in the process of globalization we should pay attention to the mind and time of expansion, find a reasonable balance between the pursuit of scale, cost control, and product quality, and take the initiative to recall the vehicles which have problems of quality in order to win customer trust and so on.In this paper, the International Development Strategy of Toyota evolution in phases is the main line through which to analyze the general law of manufacturing enterprises in the international development process. By summarizing the causes, characteristics and outcomes of the strategic choice of all stages, can enterprises according to their stage of development to make a more targeted selection of development strategies. In the past, research on Toyota's success mostly focused on its advanced production methods and marketing management, and rarely on the globalization process and the strategic choice. This paper focus on the analysis of the overall situation of the process of globalization of Toyota, and analyze the strategic chose by Toyota, in order to facilitate the development of enterprises guided by the development strategy. Automotive recalls have not attracted sufficient attention in the past, and Toyota launched a huge wave of massive recall in the industry, make a deep research can reveal the common problem of enterprises in the process of international development and alarm auto companies in China, and also can compensate for the lack of research on the shortcomings of enterprise internationalization. This paper's inadequacy is the analysis of stage of development of China's automobile brand is not including, there is no comparison of similarities and differences between Toyota and China's enterprises. The difference between Toyota and China's enterprises may cause that some experience we can not learn. In this paper, there're a number of specific recommendations for the development of enterprise globalization, but does not give companies guidance of making choice of international development strategy. |
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