丰田汽车的危机营销策略及建议内容摘要：丰田汽车作为世界十大汽车工业公司之一，有着其独到的在设计理念和销售优势上特点值得研究。丰田召回事件的发生，使丰田汽车一度陷于低迷，然而丰田汽车通过危机营销策略成功的化解了这场危机，本文首先介绍了危机营销的概念，然后论述丰田汽车的危机营销策略，对丰田汽车危机营销的评价，丰田汽车危机营销建议，最后论述丰田危机营销对我国企业的启示。关键字：丰田汽车危机营销营销策略OftheToyotacrisismarketingstrategiesandrecommendationsAbstract:Toyotacarsastheworld'stenbiggestautoindustrycompany,oneoftheoriginalinadesignconceptandmarketingadvantagecharacteristicsisworthstudying.Toyotarecallshappening,thatToyotaoncestuckinrecession,butToyotamarketingstrategyofsuccessthroughthecrisisresolvedthecrisis,thispaperfirstintroducedthecrisisoftheconceptofmarketing,andthendiscussestheToyotacrisismarketingstrategiesandToyotacrisismarketingevaluation,theToyotacrisismarketingadvice,andfinallydiscussestheToyotacrisismarketingtoourcountryenterprise'srevelation.Keywords:ToyotaCrisismarketingMarketingstrategy1目录一、危机营销概述.......................................................1（一）危机营销的概念...............................................1（二）危机营销的原则...............................................1（三）危机营销的方法...............................................2二、丰田汽车的“召回门”事件...........................................2（一）丰田的汽车危机...............................................2（二）召回门原因分析...............................................3（三）召回门造成的影响.............................................4三、丰田汽车的在“召回门”中的危机营销策略.............................4（一）丰田章男出席美国国会听证会...................................4（二）丰田公司在北京致歉...........................................4（三）主动召回.....................................................4（四）在美公开进行实验.............................................5（五）升级软件系统，完善数据记录...................................5四、对丰田汽车危机营销的评价...........................................5（一）反应迟缓.....................................................5（二）没有积极主动应对.............................................5（三）承认问题不诚恳...............................................5（四）在中国和美国实施的是两套不同的方案...........................5五、丰田汽车危机营销建议...............................................6（一）处理迅速.....................................................6（二）重视危机处理.................................................6（三）尊重消费者利益...............................................6（四）针对性危机营销...............................................6六、丰田危机营销对我国企业的启示.......................................6（一）迅速应对危机，及时公开各类信息...............................6（二）坦诚以待，勇于承担...........................................7（三）借助权威机构的公断澄清事实真相...............................7（四）树立企业危机意识.............................................7（五）建立危机应急部门.............................................7参考文献...............................................................82丰田汽车的危机营销策略及建议丰田汽车公司（トヨタ自动车株式会社，ToyotaMotorCorporation；）简称“丰田”（TOYOTA），创始人为丰田喜一郎，是一家总部设在日本爱知县丰田市和东京...
