A Comparative Study On The Marketing Strategies Of GM And Japan 's Toyota In China

The object of study is the American General Motors Corporation and Toyota Motor Corporation,two internationally renowned multinational companies,Toyota and GM as the two of world’s top ten car multinationals,in recent years has made remarkable achievementsin the Chinese market. They are loved by the majority of Chinese consumers, Chinese consumers very trust the two brands.GM and Toyota depends on their advanced marketing strategies have made great success in the Chinese market. There are similarities and differences exist in four areas of product strategy, channel strategy, pricing strategies and promotional strategies in the GM and Toyota, and there are also differences in their sales performance,The main target of this paper is comparative analysis of GM and Toyota’s marketing strategy in China market.Then provide further advice to Chinese enterprises entering the international market. Provide advice for Chinese enterprises in the international marketing activities.The main contents are as follows: First introduce the concepts and theories are related multinational marketing, Then describes the comprehensive situation of China’s auto market, and then analyzes the development process and the status of the domestic automobile industry and analysis General Motors and Toyota management status in China. The fourth part is the core of this paper, the comparative analysis of marketing strategy for GM and Toyota in the Chinese market, mainly from four aspects of product strategy, channel strategy, marketing strategy and pricing strategy. The last part which proposed five suggestions for China’s multinational enterprises based on a comparison between GM and Toyota’s marketing strategy.