我国玩具出口企业的发展策略-以某地区玩具企业为例

我国玩具出口企业的发展策略-以某地区玩具企业为例(16000字)
摘 要：从世界范围看，中国玩具占了整个市场的75%以上，而澄海占到了中国玩具出口和制造的70%以上。从产量来讲中国是玩具大国，却远远不是玩具强国。中国玩具企业普遍规模偏小，产品档次低，缺乏创新，特别是今年来，传统的玩具进口市场纷纷提高了对中国玩具进口的限制要求，让许多企业举步维艰，加上生产元素价格的上涨，人民币的升值，企业本身的管理和生产技术的限制，都制约着玩具企业的发展。本文从中国玩具出口企业的现状出发，运用SWOT分析法，总结出要企业要积极开发玩具内销市场；注重品牌效益，细化市场需求等方法；政府应针对国外政策制定预警机制；构建我国中小企业融资服务体系，以求澄海玩具的长足发展。        
关键词：玩具；澄海；壁垒；策略；

RESEARCH ON DEVELOPMENT STRATEGY OF CHINA TOYS EXPORT COMPANY
 -----TAKE CHENGHAI TOYS COMPANIES FOR EXAMPLE
Abstract：Look around the world, Chinese toys takes up 75 percent in the international market and Chenghai toys takes up 70 percent of it. In a word, China is a big toys country but not a strong one. Generally, Chinese toys companies have characteristics of small scale, low class, lack of innovation and so on. In recent years, traditional toys import countries improve restriction requirement against China, which makes lots of enterprises stall. In addition, the rising price of producing elements, the expansion of RMB, restriction of management and technology of enterprise themselves. All this factors make the Chinese enterprises difficult. This paper starts from analysing the situation of nowadays Chinese enterprises and by the SWOT analysis, we summarize that enterprises should develop more domestic markets, pay more attention on establishing brand and innovation, detail need of the market , in the meantime government should set up a warning system against the foreign restricting strategy, complete financing service system of Chinese toys companies and so on, so that Chenghai toys companies can develop better in the future.
Key words: toys; Chenghai; restriction; strategy