Automotive marketing needs ? conclusion: marketing management and brand strategy from two perspectives provide some of their own point of view. while standing perspective of theory and development trend of the first topic is the goal of Chinese enterprises may be too subtle, the objectives need to introduce a little crazy, even related objectives within the proposed.
domestic auto industry experts generally view is really shaping China's independent brands, to take a decade or more, therefore, face the challenges of the future, rarely inspiring boss target, only Changan Group proposed a goal of five million in 2018, while the Shanghai Automotive is proposed to shorten the time to reach 4 million 5-year goals, as to go beyond international brands, only BYD proposed in 2025 as the world, and this goal Even the voice of domestic critics are not, because, in most industry insiders, this kind of criticism did not even worthy goal, because itself is a fantasy, not to mention, BYD did not see or can be made to see Evaluation of the road map.
read the auto industry history, however, that history, there are also crazy Bibiyadi business, and that is Toyota.
the Second World War has just ended in 1945, the deep defeat country nationals, and the factory may be the occupying forces confiscated Toyota Toyota Kiichiro weaving industry, Mr. President, but then men Taiichi Ohno proposed perspective, that time put forward the goal of surpassing the United States three years Kiichiro Toyota announced in 2007 than in 2025 to become the world's BYD Wang is more crazy, because Toyota was the gap with the U.S. car than today's cars and China even larger gap between the United States more than simply such as poles apart, is not one of an order of magnitude.
But the task is accepted Taiichi Ohno, one born in 1912 in Dalian, China, 20-year-old college graduates to enter the Toyota Boshoku club, in the Automotive young engineers just two years (one in 1943 to Taiichi Ohno Toyota in charge of production, to 1945, only two years). may be too young, did not quite know the United States, this was known as the Toyota god, Taiichi Ohno will be the boss of the target seriously. In his view, 1 / 8. The state has become the starting point of this young man, he thinks this gap is not because the Japanese are stupid or not smart, but because the Japanese did a lot of useful work. In other words, is the management question, therefore, His business management from the macro level, set a goal for yourself, the complete elimination of wasted effort, and this idea of innovation as a starting point for Toyota, finally, he invented the Toyota with the United States to address the gap between the two management systems, ; immediately put in place systems assembly station on the line, and marked with signage, in order to achieve the necessary time to provide the necessary amount of essential goods supply system.
so-called role to play smart. This play includes two tools for wisdom, first, Toyota has the intelligent use of robots, some products can be found in parts of problems, and then automatically stop the assembly of machinery, second, authorized staff, in operations production line, once found the quality of irregularities, according to the Stop button to stop the production line. The goal of this system is found in the production of substandard quality product line, to avoid the automatic assembly line in a very short period of time, so that mountain of bad quality goods problem.
of Japanese lean manufacturing, research has a lot of the world, and I want to say that this blog is lean manufacturing background, is actually from an unrealistic goal, but unrealistic goals better than no goal, or dare to speak out targets. Kiichiro Toyoda, said target unrealistic, because the target of three years, and finally completed 60 years really, Toyota in 2008, really got in the world. said that he is better than no goal because this goal is indeed inspired Taiichi Ohno made him to think beyond the problem of the United States and found that the problems of Toyota, and starting from this issue, innovative management of the two shocked the world method, that lean production methods.
Chinese brands have a national strategy, so all the leading car brands have made their own brand of the goal, but unfortunately, we seem to have found, not two decades, it is difficult see the outcome, so no one beyond the goal of world brand, even Wang, also said that before 2025, rather than taking it to the world.
this emboldened, and Kiichiro Toyota surpassed the United States three years, or the formation of a gap . And this gap, I think that is a serious problem in its own brand, it shows we do not have the determination and confidence. We do not dare to make a commitment to the future, in fact, we do not dare to want to shout want to shout out to achieve the vision , that is, ahead of Japan, surpassing the United States. And no such clout and courage, we can hardly find Taiichi Ohno in China, so young engineers, to create a new management model and ways to go for the unrealistic goals struggle. we may in the durability of loneliness two years later, nothing. China can and should be hard winds and even the durability of lonely twenty years, but this does not mean that we will be ahead of Japan does not call for cars, surpassing the United States the target vehicle. And I think we boldly shouted this goal, in fact, better. The downside is, it is difficult to achieve, may be subject to peer ridicule, but the advantage is, perhaps mobilized a bunch of really young 80, so as Taiichi Ohno young engineers to sought-after goals in this.
perhaps another five years, we did not wait until China's Taiichi Ohno, but we shouted our shame, but another glorious, similar to the .
So, from this perspective, Kiichiro Toyota, the United States for three years beyond the target, is not really crazy, but to stimulate more Taiichi Ohno made this generation and self-sacrifice. on this point, Kiichiro Toyota awe me, he did not achieve his goal, but I dare not laugh at him, and I believe all my colleagues in the automotive world, so should, after all, as the goal to die than those without goals alleys, more respected .
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