单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,开发客户方法策略,FENGTIANGUANGGAOCELUETUIGUANG,2010,年,8,月,28,日,南宁左岸广告市场整理汇总,Metal,综合分析法,Marketing plan,营销策划,Plan and,Implementation,计划与实施,Summary,总结,Our Team,团队,Publicity and promotion,宣传和推广,ProjectBackground,项目背景,positioning,定位,丰田,TOYOTA,企业简介,丰田（豊,田,田）是世界十大汽车工业公,司,司之一，日本最,大,大的汽车公司，,创,创立于,1933,年。早期的丰田,牌,牌、皇冠、光冠、花冠汽车名噪一时，,近,近来的克雷西达,、,、凌志豪华汽车也极负,盛,盛名。,TOYOTA,在汽车的销售量,、,、销售额、知名,度,度方面均是世界,一,一流公司之一。,特,特别在汽车销量,上,上，位列世界第,三,三名。,TOYOTA,生产包括一般大,众,众性汽车、高档,汽,汽车、面包车、,跑,跑车、四轮驱动,车,车、商用车在内,的,的各种汽车。其,先,先进技术和优良,品,品质倍受世界各,地,地人士推崇。,定位,Toyotas origin and classificationToyota(,Feng Tian)isone ofthe worlds top ten automobile industry,Japanslargestautomobile company,was founded in1933.Early Toyota,crown-winner,Corollacar Mingzaoyishi,the recent Keleixida,Lexus luxury cars is also very famous.TOYOTA in car sales,sales,is well-known aspects ofworld-class companies.Especially in car sales,the worlds third largest.TOYOTA production,including the general public ofthe cars,luxury cars,vans,sportscars,four-wheel-drive cars,commercial vehicles,cars.Its advancedtechnology andexcellent quality greatly respected people fromall over the world.,丰田的起源及分,类,类,丰田创始人为丰田喜一郎。,1895,年，丰田喜一郎,出,出生于日本，毕,业,业于东京帝国大,学,学工学部机械专,业,业。,1929,年底，丰田喜一,郎,郎亲自考察了欧,美,美的汽车工业。,1933,年，在,“,丰田自动织布机,制,制造所,”,设立了汽车部。,丰,丰田喜一郎的同,学,学隈部一雄从德,国,国给他买回一辆,德,德国,DKW,牌前轮子驱动汽,车,车，经过两年的,拆,拆装研究，终于,1935,年,8,月造出了一辆,GI,牌汽车。该车是,二,二冲程双缸，木,制,制车身，车顶用,皮,皮革缝制,。,ProjectBackground,项目背景,positioning,定位,定位,ToyotafounderKiichiro forToyota.In 1895,Toyota Kiichiro was bornin Japan,graduated from Tokyo Imperial University Faculty of Engineering Machineryprofessional.By theend of1929,Toyota Kiichiropersonally inspectedthe Europeanand American automobile industry.1933,Toyota auto manufacturing loom by the establishment of the Departmentof theautomobile.Toyota Kiichirostudents Kumabe a male fromGermanyto a German DKW he bought back wheel drive vehicle licences,after two yearsof study entry,andfinallyin August 1935 created theGI licensing acar.The caris a two-stroke Shuanggang,woodenbody,the roofwith leathersewing.,Project Definition,项目界定,positioning,定位,遵守国内外的,法,法律及法规精,神,神，通过公开,、,、公正的企业,活,活动争做得到,国,国际社会信赖,的,的企业市民,遵,遵,守,守各国、各地,区,区的文化和风,俗,俗习惯，通过,扎,扎根于当地社,会,会的企业活动,为,为当地经济建,设,设和社会发展,作,作出贡献。,以提供有利于,环,环保的安全型,产,产品为使命，,通,通过所有的企,业,业活动为创造,更,更美好更舒适,的,的生存环境和,更,更富裕的社会,而,而不懈努力。,丰田的,基本理念,定位,At home andabroadto comply with the spirit ofthe laws andregulations,through open andfairbusiness activities by the international community tobecometrusted members of thepublicenterprisesto comply with all countriesand regionsof theculture andcustoms,rooted in thelocalcommunity throughthe businessactivitiesof thelocaleconomic construction and social Contribute tothe development.Toprovide a conducive environment forthe missionof securityproducts,throughall the businessactivities to create a betterlivingenvironmentmorecomfortableand more affluentcommunity tomakeunremittingefforts,Project Definition,项目界定,positioning,定位,在各个领域不,断,断开发和研究,最,最尖端的科学,技,技术，为满足,全,全球顾客的需,求,求提供充满魅,力,力的产品和服,务,务。,以劳资相互信,赖,赖、共同承担,责,责任为基础，,造,造就出能够最,大,大限度发挥个,人,人创造力和团,队,队力量的企业,文,文化。,通,通过全,球,球化的创造性,经,经营努力实现,与,与社会的协调,发,发展。,定位,In various fieldsand constantly develop and study themostsophisticated science and technology,in order to meetthe needs of global customersto providean attractive products and services.To theLabour mutual trust,shared responsibility forthe foundation,createdto play to the maximum individual creativity andteamstrength ofthe corporate culture.Throughits worldwide creativebusiness andsocial efforts toachieve coordinated development.,Project Definition,项目界定,positioning,定位,历史发展,1934,年，丰田喜一,郎,郎决定创立汽,车,车生产厂。,1937,年成立了,“,丰田汽车工业,株,株式会社,”,，地址在爱知,县,县举田盯，初,始,始资金,1200,万日元，员工,300,多人。,1936,年底至,1937,年初，丰田制,造,造的卡车因质,量,量差销售一直,不,不景气。日本,发,发动了侵华战,争,争后，陆军大,批,批采购卡车，,丰,丰田公司的所,有,有库存车一售,而,而空，丰田公,司,司赚了大钱。,定位,1934,Toyotadecided tocreateKiichiro car manufacturing plant.1937 established the Toyota Automotive IndustryCo.,Ltd.,address in Aichi Prefecture Ageta stare,the initial funds 12 million yen,more than300 employees.Bythe end of1936 to early 1937,Toyota manufactured truck sales due to poor qualityhas been sluggish.Japanlaunched awar ofaggressionagainst China,theprocurementof alargenumberof army trucks,Toyotacars an inventoryof allsoldout,Toyotaearneda lotof money.,1950,年,4,月，丰田汽车,乐,乐售公司成立,，,，,1950,年,6,月，朝鲜战争,爆,爆发，美军,46,亿日元的巨额,订,订货，丰田迅,速,速发展起来。,1952,年,3,月,27,日，丰田喜一,郎,郎因患脑溢血,去,去世。,1974,年，丰田与日,野,野、大发等,16,家公司组成了,丰,丰田集团，同,时,时与,280,多家中小型企,业,业组成协作网,。,。,1982,年,7,月，丰田汽车,工,工业公司和丰,田,田汽车销售