The Research Of The Effect Of Parenting Advantage On Brand Strategy Of Toyota Passenger Vehicle In China Market

With the deepening of China’s reform and open policy, the Chineseenterprises, especially the passenger vehicle business has been fightingcontinuously in the domestic and foreign markets with rising competition.The gradual loss of cost advantage makes how to find and acquire new corecompetencies the priority. So with the global parenting advantage, Toyotapassenger car has achieved great success in the China market through theimplementation of brand strategy, and become the example of those Chineseenterprises.This article introduces the development history, current status, andbrand system of Toyota passenger vehicle presented in the global and Chinamarket. This article analyzes the external environment of China marketwhere Toyota passenger vehicle is in by using PESTEL and Porter’s fiveforces model. After that, the article briefly addresses the development historyand current status of passenger vehicle brands in China. And then through thecomparative analysis of the target consumers, brand core model, as well asToyota and its major competitors, the article shows the advantages anddisadvantages of Toyota passenger vehicle in the China market by usingSWOT model.In this paper, we study the theoretical basis of Parenting Advantage andits impact on R&D, manufacturing and business management of thepassenger vehicle industry, in order to make a deep analysis of parentingadvantage in the full range of Toyota passenger vehicle implemented brandstrategy in China, including the technical development platform, supply chain, enterprise management, and others. Finally, the article makes a conclusion ofToyota passenger vehicle’s Parenting Advantages in China, and give mypersonal recommendations to the hidden troubles of Toyota passengervehicle impacted by parenting.In this paper, by displaying the effects of Parenting Advantage onToyota passenger vehicle’s brand strategy, I want to provide a stronger senseof reference for Chinese enterprises, which are on the way to large-scaledevelopment, about how to use parenting advantage better.