Research on Green Marketing Status and Development Strategies for
Toyota Motor Corporation
Abstract
The rapid development of green consumption leads to a new revolution in the field of marketing, which brings out the "green marketing" Green Marketing is a business enterprise concept of environmental protection as its guiding ideology operators to green consumption as the starting point, to a green culture as the core enterprise culture, to meet consumer demand for green consumption under the prerequisite for the realization of the objectives of corporate marketing activities. It is traditional marketing and the further expansion of deep-seated extension, than traditional marketing more far-reaching significance, the more the spirit of the times. In the automotive industry conducted by the Green Marketing, raw material production, energy use of the settlement of the issue has become particularly important. The development of green marketing in the world of car companies, Toyota Motor Corporation of Japan in this regard made a lot of work. The thesis analyzed the Toyota Motor Corporation for the status of green marketing, the problems faced, and its green marketing make some suggestions in the future. Through the Toyota Motor Corporation in the case of green marketing analysis, China's auto enterprises are able to take some experiences and lessons from the development of China's automotive industry for reference, then clearly the future direction of development.
Key Words：Green Marketing; Environmental protection; Toyota; Automotive energy
