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论文对丰田汽车公司在中美两国召回事件中沟通策略作了分析和比较，认为丰田
汽车公司的全球化扩大经营理念操之过急，采用大幅降低生产成本和忽视产品质量问
题，最终导致了这次产品质量危机事件的发生。此次事件不仅仅使得丰田汽车公司利
益受到了严重的损失，而且也波及到整个日本的加工制造业和汽车生产行业，影响较
大。论文对丰田汽车在中美两国的不同沟通策略进行了比较，阐述了丰田汽车对于中
国和美国这两个不同文化背景、不同国情的国家在发生同样危机事件时所采取的截然
不同的沟通处理方法，阐述了丰田汽车作为一家超大型的跨国汽车制造业巨头在面对
这次全球范围内召回事件时处理产品质量危机事件的经验教训。在全球不同区域，既
要考虑危机事件所波及的广度和深度，还需要面对不同社会文化背景等诸多影响要
素。美国作为丰田汽车在全球市场上的老牌根据地，丰田汽车花费了大量人力物力和
财力来维持其在美国市场上的优良口碑和信誉，而面对新兴市场的中国，则是怠慢有
加，在对两国消费者沟通上采取了差异明显的策略，所引发的消费者反应也是截然不
同的。跨文化的沟通策略为企业面临跨国危机事件时的有效处理提供了理论依据和解
决方案。虽然在不同的国家、不同的地域，面对着不一样的消费者，但是保证企业产
品的质量则是防范危机发生的根本，这样消费者才会成为企业最忠实的客户，而企业
在消费者不断的肯定和放心下也才会日趋茁壮成长，形成双赢的局面。
企业运营必须严格把控好质量关，建立产品质量危机管理机制，通晓各国的产品
质量标准和相应的产品质量法律法规，熟悉各国风土人情和容易接受的危机处理方
关键词:丰田汽车公司；召回事件；沟通策略；比较
式，使用平等一致的对待所有消费者的沟通策略，保护消费者的合法权益，积极协调
与当地政府的关系，坦诚面对产品质量事件，乃是本论文的基本结论。
IV
Abstract
Product quality the happening of the crisis event, can make the consumers for this
product in the decline of the trust, satisfaction and loyalty, market share and sales declined
obviously, and the global competitiveness of enterprises have been slashed and internal and
external development environment is severely affected. This paper in the crisis
management theory and cross-cultural communication, on the basis of theoretical research,
using literature study and comparative analysis from the macroscopic and microscopic
aspects for Toyota motor company&39;s product quality crisis events were studied.
Thesis for Toyota motor corporation in China and the United States recalls
communication strategies are analyzed and compared, think Toyota globalization to expand
business philosophy rushed, with greatly reduced production costs and ignore the quality
problems, eventually lead to the product quality the happening of the crisis event. This
event not only makes the Toyota motor company interests suffered serious losses, but also
spread to the whole processing manufacturing and automobile manufacturing industry of
Japan, the impact is bigger. thesis for Toyota in China and the United States to compare the
different communication strategy, this thesis expounds the Toyota for China and the United
States the situation of the two different cultural backgrounds, different countries in the
same crisis event by use of different processing methods of communication, this thesis
expounds the Toyota as a very large multinational automobile manufacturing industry in
the face of the global recall processing product quality experiences and lessons from the
crisis. Different areas in the whole world, both must consider the scope and depth of the
crisis was felt, you also need to face many influence factors such as different social and
cultural background. The United States as the established base on the Toyota in the global
market, Toyota has spent a lot of manpower material resources and financial resources to
maintain its good reputation and credibility in the American market, and in the face of
emerging market in China, is slight, in the consumer communication between the two
countries adopted a strategy of difference to be markedly, caused by consumer reaction isV
completely different. Cross-cultural communication strategy for the enterprise facing
multinational provides theory basis for effective treatment of crisis event and solutions.
Although in different countries, different regions, face the different consumers, but to
ensure that the enterprise product quality is the root of the crisis to prevent, so consumers
would become the most loyal customers, enterprises and enterprises under the affirmation
and trust of consumers are also will grow with each passing day, forming a win-win
situation.
Enterprise operation must be strictly controls the quality, the establishment of the
quality of the product crisis management mechanism, familiar with the product quality
standard and the corresponding laws and regulations, product quality is familiar with the
local conditions and customs and easy to accept the handling of the crisis, using the equal
treat all customers consistent communications strategy, protect the legitimate rights and
interests of consumers, and actively coordinate with the local government, the relationship
between honest in the face of product quality, this is the basic conclusion of this thesis.
Keywords: Toyota Motor Corporation; The Recall Event; Communication Strategy;
Compare
第 1 章 绪论
1.1 研究背景和意义
在 2009 年的整个年度里“召回”这个词出镜率颇高，尤其是丰田汽车的召回门
事件最为引人注目。纵观丰田汽车的整个历史发展情形，首先是在上个世纪的六十、
七十年代里，丰田家族依靠着低廉的价格来获取市场的份额。紧接着在日本本土所积
累的 20 年来原始资本基础上，丰田汽车走向了提升质量的高速道路，通过不断提升
的质量技术水平丰田赢得了消费者称赞的口碑，产品质量获得了市场的极大认可，从
20 世纪末发展到如今，丰田汽车赢得了品牌价值的竞争，勇冠全球汽车市场，坐上
了全球汽车销量的第一名宝座。其产品的品质、销售价格、消费者满意度和市场口碑
通过了如此漫长时间的发展终于形成了极具竞争力的品牌。在这些众多光环的照耀下
却突然爆发的质量问题，让丰田汽车陷入了深渊之中，召回事件不但对丰田汽车本身
形成了巨大的影响力，而且对于全球整个汽车市场也影响颇大。在这突如其来的事件
中我们可以学习到，不管企业身在何方或者处于行业的任何地位，在做产品的质量时，
可谓是如履薄冰、慎之又慎。在任何发展阶段都不能有忽视的思想。无论目前拥有多
少荣耀和地位，都应该以消费者为核心。每时每刻倾听消费者的心声，解决消费者提
出的何种问题。否则一旦出现任何质量问题，就会对苦心建设的品牌带来巨大的冲击。
相较于丰田汽车，中国汽车市场可谓是初生牛犊，但是发展速度确实非常迅猛，
用户的产品使用回馈、新品质量的满意度都在逐步提升。虽然这些努力使得国产品牌
和国际品牌的差距在渐渐缩小，但是距离一流还有一定的距离。丰田汽车的历史发展
可以给我国车企带来很好的借鉴，尤其是这次的召回事件发生让我国车企的将来发展
警钟长鸣，中国车企的发展历程和丰田有相似之处，也是从最初的依靠价格低廉来参
与竞争，但是伴随着国际化的竞争趋势，价格竞争会越来越困难。要想最终获得胜利
就必须依靠产品的质量品质。品牌价值的比拼才是企业最终要面临的选择。丰田汽车
就是我国车企很好的借鉴榜样。汽车产品不同于其他静止类的产品，使用的时候是处
于高速行驶的运动状态，所以对于车主来说质量是最为重要的考虑方面，一旦发生故
障就很有可能造成不可挽回的损失。所以丰田召回事件就是一个很好的警示案例，值
得我们好好的研究分析。中国汽车市场的发展经历了十几年的里程，消费者还处在从
