Toyota Motor Corporation In China And The United States Recalls In The Comparative Study On Communication Strategies

Product quality the happening of the crisis event, can make the consumers for thisproduct in the decline of the trust, satisfaction and loyalty, market share and sales declinedobviously, and the global competitiveness of enterprises have been slashed and internal andexternal development environment is severely affected. This paper in the crisismanagement theory and cross-cultural communication, on the basis of theoretical research,using literature study and comparative analysis from the macroscopic and microscopicaspects for Toyota motor company’s product quality crisis events were studied.Thesis for Toyota motor corporation in China and the United States recallscommunication strategies are analyzed and compared, think Toyota globalization to expandbusiness philosophy rushed, with greatly reduced production costs and ignore the qualityproblems, eventually lead to the product quality the happening of the crisis event. Thisevent not only makes the Toyota motor company interests suffered serious losses, but alsospread to the whole processing manufacturing and automobile manufacturing industry ofJapan, the impact is bigger. thesis for Toyota in China and the United States to compare thedifferent communication strategy, this thesis expounds the Toyota for China and the UnitedStates the situation of the two different cultural backgrounds, different countries in thesame crisis event by use of different processing methods of communication, this thesisexpounds the Toyota as a very large multinational automobile manufacturing industry inthe face of the global recall processing product quality experiences and lessons from thecrisis. Different areas in the whole world, both must consider the scope and depth of thecrisis was felt, you also need to face many influence factors such as different social andcultural background. The United States as the established base on the Toyota in the globalmarket, Toyota has spent a lot of manpower material resources and financial resources tomaintain its good reputation and credibility in the American market, and in the face ofemerging market in China, is slight, in the consumer communication between the twocountries adopted a strategy of difference to be markedly, caused by consumer reaction is completely different. Cross-cultural communication strategy for the enterprise facingmultinational provides theory basis for effective treatment of crisis event and solutions.Although in different countries, different regions, face the different consumers, but toensure that the enterprise product quality is the root of the crisis to prevent, so consumerswould become the most loyal customers, enterprises and enterprises under the affirmationand trust of consumers are also will grow with each passing day, forming a win-winsituation.Enterprise operation must be strictly controls the quality, the establishment of thequality of the product crisis management mechanism, familiar with the product qualitystandard and the corresponding laws and regulations, product quality is familiar with thelocal conditions and customs and easy to accept the handling of the crisis, using the equaltreat all customers consistent communications strategy, protect the legitimate rights andinterests of consumers, and actively coordinate with the local government, the relationshipbetween honest in the face of product quality, this is the basic conclusion of this thesis.