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keting M

GR

Manage

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R9

R9

R9

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P 2

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p. 1

p. 2-4

p. 4-5

Toyota p. 6-8

GM KenStewart p. 9-10

p. 10

CONTENT

1

2003

()Toyota HV 1

1999 Honda InsightToyota 2001

Prius Prius 15,0002004Prius 2005 107,000 Toyota Camry Corolla 2006 4 Prius 500,000

Toyota

(Q1)(Q2) ToyotaSTP4P Toyota (Q3) GM Ken Stewart If you want to get a lot of hybrids on the road, you put them in vehicles that people are buying now.(Q4)

1 TOYOTA http://www.toyota.com.tw/4F_hybrid/4F_index.asp

(

)

(Q1)

(Q2)

Toyota

(STP&4P

Q3)

G

M

(Q4)

2

(Suppliers)

Toyota Toyota Toyota (Long Term Partnership)(Short Term Cost Saving) Toyota (Continuous Improvement)(TPS, Toyota Production System)(JISHUKEN)

2 Toyota Toyota Just-in-Time Toyota

(Competitors)

Honda Insight 1999 Toyota (First mover) Toyota Honda Prius(Second mover)

Prius Honda Insight 3

2 -- Toyota by http://www.taiwanngo.tw/story0_detail.asp?id=5680&subjectid=4642 3 Autonet.com.tw

3

SubaruNissan Hyundai GMFord AudiBMW Hybrids Toyota 2004 2005 205,749 140%

(Company)

Toyota Toyota Prius

1977 S800-Century 1980

1990 Hybrid

1997 Prius Hybrids

2003 Prius HSD :

: 70 Toyota 40 Toyota

(Marketing Intermediaries)

Prius -()(Demand 1 Demand 2)(Supply)(Q0 , P0)(Q1 , P1) Toyota Q2 Toyota Prius Toyota Toyota ( US$5,000 ) Prius

4

(End Users)

Toyota Prius

Demand 1 Demand 2 Q0 Q1

US$5,000

e-Bay U$S500 20,000mile US$25,970

US$4,500

(Demographic Factor)

() Prius 50%

Prius Prius

Q0 Q1 Q2 Q

P

P1

P0

Demand 1 Demand 2 Supply

5

(Economics Factor)

Toyota Prius 2004 $2 /gallon 2005 $3 /gallonToyota Prius

(Natural Factor)

Prius ( 42mile/gallon 60mile/gallon)

(Technological Factor)

Hybrids Hybrids Toyota

(Political Factor)

Hybrids 2007US$3,150 Hybrids (HOV)(AlbuquerqueLASan JoseNew Haven) Hybrids (GoogleHyperion Solution) Hybrids Hybrids Prius Toyota

(Cultural Factor)

Toyota () Prius Prius Hybrids

6

Toyota

(). SSegmentationTTargetingPPosition Toyota Prius

Prius Prius

Segmentation ()

4 Innovator() Early Adopter() Early Majority() Late Majority() Laggard()

Targeting ()

Toyota (techies)

(13.5%) Prius

(Hybrid)

Toyota

Toyota Prius

Positioning ()

(). 4P Toyota Prius

Product Hybrid Synergy Drive

Prius

4 http://blog.nownews.com/digitalwall/textview.php?file=31974

Prius

7

7 7

42mpg 60mpg

Prius 75,000 Hybrid

Toyota Hybrid 5

Prius Prius two-door coupewagon 6 Toyota Camary Hybrid

Hybrid 7

Prius

Promotion

Hybrid Prius

mass marketing

Prius Toyota Prius

5 Toyota http://www.toyota.com.tw/4F_hybrid/4F_index.asp?mainid=1&childid=0) 6 Toyota to Raise Prius Family: Prius badging replaces Hybrid Synergy Drive

http://www.worldcarfans.com/9080512.003/toyota-to-raise-prius-family 7 http://www.epochtimes.com/b5/8/5/25/n2129888.htm

8

Priusenvy.com

(Word-of-mouth)

Hybrid

(Holistic marketing)(1).

Prius Prius(2).(3).

Price

Prius

Prius Prius Toyota

Consumer ReportPrius 75,000

Prius

Place

(Dealer) Prius (Premiums) Prius

Prius Prius

9

GM Ken Stewart

Hybrid

Hybrid

Hybrid

Hybrid

Hybrid

(

)

SUV

Hybrid

( v.s. Hybrid

)

(

)

10

Hybrid ()

Hybrid Hybrid Hybrid Toyota Prius Toyota Second mover Toyota Prius Toyota STP 4P Hybrid Hybrid

Toyota

cover