Marketing Strategy Research For Toyota Vios

According to the domestic and international political and economical situation, China has been estimated to be a potential economic and trade market since 21 century. The bright future of our auto industry is attracting a good many of the foreign auto manufacturers and retailers. Currently, almost all of the automotive industrial giants in the world have expanded their sales in Chinese market except for Toyota Auto Company which has therefore missed the advantage. Its key subject for Toyota Sino-Japanese joint ventures and retailers which seek to the development of the products and even the corporation is how the pioneer "Toyota Vios" keeps the competition by mean of marketing research. This topic is focusing on providing basis and support for Toyota Vios to keep its competition with other new style autos through the analysis of the domestic auto market and PEST, SWOT analyze and marketing research.The topic is discussing the classical 4P, 4C and the new 4R marketing research theories and the relationship between them. It goes into a lot of details on population, economic, politic, law, technical, natural, social and cultural environments with analyzing the macroeconomic environment and the demand condition in domestic auto market. Based on the opinions from Japanese companies and the competition situations of international auto giants in China, according to market environment, competition construction and inner situation of Vios Auto, its marketing environment, disadvantage, advantage, potential market have been analyzed and summarized.Through the further analyze of the price, distribution, service and so on, the optimal marketing project will be introduced.With the principle of developing existing advantages and opening up new markets, the marketing strategy to expanding Vios will be concluded as differentiation strategy, brand strategy and sales net strategy.This theme has given a deeper understanding as to the analysis and theories through analyzing the successful marketing cases of Vios in China. From 2002 to 2007 Vios has a good sale and confirmed its great success on marketing strategy of its first autotype in China.