豐田產業車輛在中國市場的競爭策略分析

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题名:	豐田產業車輛在中國市場的競爭策略分析
作者:	梁天行;Liang,Tien-hsing
贡献者:	管理學院高階主管企管碩士班
关键词:	叉車;堆高機;搬運設備;物流設備;產業車輛;forklift truck;lift truck;logistics equipment;moving equipment;strategy analysis
日期:	2008-07-21
上传时间:	2014-05-08 15:33:40 (UTC+8)
出版者:	國立中央大學
摘要:	2000年之前，中國的叉車市場比較平穩，年需求量保持在2萬台左右，而從2000年開始，市場發生迅速變化，每年的需求量以20％以上的速度在增長。 2000年，日本豐田公司收購了世界第一大倉儲搬運車輛製造商瑞典BT公司，從而成為全球最大的叉車製造商。通過導入BT產品，豐田產業車輛就能夠提供Class1～Class5齊全的叉車產品，從而滿足客戶一站式購物的需求。自2003年豐田產業車輛正式進入中國市場，成立豐田產業車輛（上海）有限公司之外，並於2003年4月建成投產的豐田工業（昆山）有限公司。該公司負責裝配豐田1.5-3噸內燃叉車。鑒於中國2006年電動叉車銷售量的增長率達到37.77%，豐田電動叉車國產化的提案也已進入公司商議日程。然而，豐田產業車輛在中國發展至今，始終無法突破3%的中國市場份額，且近三年來，豐田產業車輛在中國每年叉車的銷售成長率，也低於中國叉車市場成長的平均水平，要在2010年達成25%的中國叉車市場份額難度甚高，因此必須針對既有之缺失進行修正並檢討競爭策略與中國市場現況是否存在差异。因此設法找出問題的癥結，提出具建設性的方案為本論文研究的主要方向，期許豐田產業車輛能在2010年達到預定的目標。 ;Before 2000, the forklift truck market in China quite stable. The annual market was around 20,000 per year. However, starting 2000, due to various factors, including entering WTO and rapid industrial development, there ware significant changes in the market. Sales of these material handling equipments has been escalating at a rate of more than 20% per year. In 2000, the largest Japanese company in the market, Toyota Material Handling Company which had been leading in the outdoor products, acquired BT, the largest indoor forklift manufacturer in the world, and became the number one forklift truck manufacturer in the world. By merging the BT products into their product lines, Toyota Material Handling started to offer a complete line of material handling vehicles, from Class-1 to Class-5, and thus is able to offer a stop shopping service for customers acquiring material handling vehicles. Toyota Material Handling Company formally entered the China market in 2003, and established both of the Toyota Material Handling (Shanghai) Co., Ltd and Toyota Industry (KunShan) Co. Ltd. While the former is responsible for channel distribution, the latter is responsible for production: assembling the outdoor forklift truck in the 1.5-3 tons category. Toyota entered in to local production based on a forecast that the indoor forklift truck sales volume in China will grow by to 37.77% in 2006. However, since Toyota Material Handling Company entered China, its market share has been limited to 3%. In addition, in the past three years, the growth rate of its forklift truck business in China is lower than the average growth rate of the forklift truck in the entire China market. Hence, it is almost impossible to reach the target of 25% market share in Chinese forklift truck market by 2010. The study attempts to identify the core problems and propose constructive solutions to help the Toyota Material Handling to close in on its 25% goal.
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