The Research For Faw Toyota Marketing Innovation In Yantai

China’s automobile market developed rapidly in recent years, has exceeded USA to be No.1of the world in capacity and sales volume. The Yantai City, one of the important open coastal cities has grown rapidly in economic development which also pushed the development and prosperity of local automobile industry and sales market. Though Faw Toyota got good performance in marketing, also established sales network already, the original marketing strategy has appeared restrictive because of the fierce market competition.By case analysis and investigation on FAW Toyota brand marketing in Yantai area, the article relocates the target market according to different area characteristics, systematically summarizes the present competitive situation and strategy and marketing theory of main competitors and proposes the innovative marketing solutions according to the weakness.This paper proposes solutions for small high-quality distribution shops and innovative marketing of the group brand. On the one hand, through analysis to county and township market, marketing strategy including sales, marketing and service is proposed to exploit potential of county and town market. On the other hand, distribution shops under group operation will help to establish diversity competition advantage in industrial layout, customer service and marketing by decreasing internal competition, building up corporate culture and improving group profit. To guarantee the implementation of the innovative plan, some measures must be made. The plan will promote the overall sales, service, brand image and resource usage of the Faw Toyota and ultimately realize the improvement of the brand overall profit ability.