A Research On Brand Localization Strategy Of Toyota In China

Localization strategy is a process but not a purpose,it is the things to change in order to adapt to the environment,popular saying is to do as the Romans do.Localization is the reflection of the modern marketing concept,its core is: all business activities of an enterprise regard the consumer as the core,rather than the merchant's preferences or habits as the criterion,enterprise standard must change according to the different area customer.With the rapid development of the global economy,the competition of the Multi-National Corporation is becoming more and more fierce.In order to get better development in the world,Multi-National Corporation must carry out localized marketing strategy.This paper takes Toyota Corporation as a case study to explore the localization operation strategy of the Multi-National Corporation in the Chinese market.TOYOTA has just entered the Chinese market,the first vehicle selection is quite good,good sales.But next choice of models completely deviated from the Chinese customer preferences,simply put in cars sold in Europe and the US,results encounter Waterloo.All of its design and development is in Japan,which cannot reply the market changes timely and rapid and cause to the other competitors to seize the initiative.Through the study of the relevant information,this paper summarizes the factors of the brand localization of Multi-National Corporation in China,including cost,market,technology,and cultural.And the specific aspects of the main elements of the localization strategy is the integration concept of internationalization and localization,marketing localization,technology,research,development and manufacturing localization.This paper mainly introduce Toyota,Toyota's localization in China and the existing problems of localization in China,through analyzing the technical strategy of Toyota,the localization business in China and localization under global standards,put the propose forward to deepening the brand localization strategy.The analysis puts forward strategic thinking for the current implementing the brand localization development strategy of multinational enterprises,and has a strong practical significance.