TOYOTAS Way to SuccessWord文件下载.docx
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TOYOTAS Way to SuccessWord文件下载.docx
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2.1TOYOTA’sLogoandbranding6
2.2Marketing7
2.3Companystrategy8
2.3.1Operations8
2.3.2Worldwidepresence9
2.4Productline10
2.4.1Electrictechnology10
2.4.2Cars11
2.5BusinessModelofToyota12
3.Conclusion15
Suggestionsandadvances15
References16
1.ToyotaIntroduction
1.1Companyoverview
ToyotaMotorCorporation(Japanese:
トヨタ自動車株式会社,ToyotaJidōshaKK?
IPA:
[toꜜjota])TYO:
7203,LSE:
TYT,NYSE:
TM,commonlyknownsimplyasToyotaandabbreviatedasTMC,isamultinationalautomakerheadquarteredinToyota,Aichi,Japan.In2010,ToyotaMotorCorporationemployed317,734peopleworldwide,andwastheworld'
slargestautomobilemanufacturerbyproduction.
ThecompanywasfoundedbyKiichiroToyodain1937asaspinofffromhisfather'
scompanyToyotaIndustriestocreateautomobiles.Threeyearsearlier,in1934,whilestilladepartmentofToyotaIndustries,itcreateditsfirstproduct,theTypeAengine,and,in1936,itsfirstpassengercar,theToyotaAA.ToyotaMotorCorporationgroupcompaniesareToyota(includingtheScionbrand),Lexus,DaihatsuandHinoMotors,alongwithseveral"
non-automotive"
companies.TMCispartoftheToyotaGroup,oneofthelargestconglomeratesintheworld.
ToyotaMotorCorporationisheadquarteredinToyotaCity,Aichi.ItsTokyoofficeislocatedinBunkyo,Tokyo.ItsNagoyaofficeislocatedinNakamura-ku,Nagoya.Inadditiontomanufacturingautomobiles,ToyotaprovidesfinancialservicesthroughitsToyotaFinancialServicesdivisionandalsobuildsrobots.
InpredominantlyChinese-speakingcountriesorregionsusingtraditionalChinesecharacters,e.g.HongKongandTaiwan,Toyotaisknownas"
豊田"
.InpredominantlyChinesespeakingcountriesusingsimplifiedChinesecharacters(e.g.China),Toyotaisknownas"
丰田"
(pronouncedas"
Fēngtiá
n"
inMandarinChinese).Thesearethesamecharactersasthefoundingfamily'
sname"
Toyoda"
inJapanese,whichtranslateto"
fertilericepaddies"
intheChineselanguageaswell.
1.2Companyhistory
In1924SakichiToyodainventedtheToyodaModelGAutomaticLoom.TheprincipleofJidoka,whichmeansthatthemachinestopsitselfwhenaproblemoccurs,becamelaterapartoftheToyotaProductionSystem.Loomswerebuiltonasmallproductionline.In1929,thepatentfortheautomaticloomwassoldtoaBritishcompany,generatingthestartingcapitalfortheautomobiledevelopment.[1]
ToyodaStandardSedanAA1936
Vehicleswereoriginallysoldunderthename"
(トヨダ),fromthefamilynameofthecompany'
sfounder,KiichirōToyoda.InApril1936,Toyoda'
sfirstpassengercar,theModelAAwascompleted.Thesalespricewas3,350yen,400yencheaperthanFordorGMcars.
HouseofToyotafounderKiichiroToyoda,nearToyotaCity.
InSeptember1936,thecompanyranapubliccompetitiontodesignanewlogo.Outof27,000entriesthewinningentrywasthethreeJapanesekatakanalettersfor"
inacircle.ButRisaburōToyoda,whohadmarriedintothefamilyandwasnotbornwiththatname,preferred"
Toyota"
(トヨタ)becauseittookeightbrushstrokes(afortuitousnumber)towriteinJapanese,wasvisuallysimpler(leavingoffthediacriticattheend)andwithavoicelessconsonantinsteadofavoicedone(voicedconsonantsareconsideredtohavea"
murky"
or"
muddy"
soundcomparedtovoicelessconsonants,whichare"
clear"
).
InsidethehouseofToyotafounderKiichiroToyoda,nearToyotaCity
Since"
literallymeans"
changingthenamealsopreventedthecompanybeingassociatedwithold-fashionedfarming.ThenewlyformedwordwastrademarkedandthecompanywasregisteredinAugust1937asthe"
ToyotaMotorCompany"
.
1stgenerationToyopetCrownModelRSD(1955/1–1958/10)
FromSeptember1947,Toyota'
ssmall-sizedvehiclesweresoldunderthename"
Toyopet"
(トヨペット).ThefirstvehiclesoldunderthisnamewastheToyopetSAbutitalsoincludedvehiclessuchastheToyopetSBlighttruck,ToyopetStoutlighttruck,ToyopetCrownandtheToyopetCorona.However,whenToyotaeventuallyenteredtheAmericanmarketin1957withtheCrown,thenamewasnotwellreceivedduetoconnotationsoftoysandpets.ThenamewassoondroppedfortheAmericanmarketbutcontinuedinothermarketsuntilthemid1960s.
Withover30millionsold,theCorollaisoneofthemostpopularandbestsellingcarsintheworld.
TheToyotaMotorCompanyreceiveditsfirstJapaneseQualityControlAwardatthestartofthe1980sandbeganparticipatinginawidevarietyofmotorsports.Duetothe1973oilcrisis,consumersinthelucrativeUSmarketbeganturningtosmallcarswithbetterfueleconomy.Americancarmanufacturershadconsideredsmalleconomycarstobean"
entrylev
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