哈姆雷斯对中国玩具业的营销策略启示_英语论文    

The Enlightenment of Hamleys to the Marketing Strategy of Chinese Toy Industry 

摘要

玩具产业是以全民游戏，休闲，启智的用具为经营对象的所有配套支撑企业的集合。改革开放后，我国利用劳动力和产房租用等方面的优势，使得全球玩具生产战略中心不断向我国转移，但是我国的玩具产业却大而不强，大而不优，处于价值链中最不挣钱，且容易被同行以更低的成本优势取代。我国缺少具有自主产权，高科技含量，高附加值的玩具自主品牌，因而只能作为国外品牌的加工基地。因此，加快推进企业自主品牌建设是我国玩具产业的当物之急。

本文从介绍我国玩具产业的现状和对文化营销理念的剖析入手。继分析中国玩具行业现状和企业面临的挑战，并结合英国知名玩具品牌Hamleys的主要营销策略，进一步提出玩具企业品牌创新发展的具体策略：即实施文化营销策略，打造企业形象和品牌形象，全面提升品牌附加值，并实施与之相关产业的战略联盟，推动我国玩具产业规模化，现代化。

关键词： 玩具业 文化营销  Hamleys 自主品牌

Abstract

The toy industry is the set of elements supporting enterprises whose commercial objects are games, puzzles and leisure facing the general public. After the reform and opening-up, by virtue of cheap labor cost and rent charges of the delivery room, China gradually becomes the biggest producer of toys. However, the Chinese industry is "big enough" but not powerful in fact. It earns the least money in the value chain, and even worse, it can easily be replaced by peers of the toy manufacturing industry given that they have lower cost advantage. Our country is lack of independent toy brands having independent property rights, high technological content and high added value, thus making it only a production base of foreign toy brands. Taking all the above into consideration, we should put priority on accelerating to promote the construction of independent brands owned by Chinese enterprises. 

This thesis will study the current situation of the Chinese toy market and give a specific explanation of cultural marketing. And after in-depth analysis of the Chinese toy industry and challenges facing enterprises, this thesis will combine the marketing strategy of the famous British toy brand Hamleys to further put forward the specific strategies for the innovation and development of toy enterprises brand, namely, implementing cultural marketing strategy, building corporate image and brand image, enhancing innovation and all-around brand value, forging strategic alliances with related industry, so as to promote the modernization and scale of Chinese toy industry.

Key words: toy industry  cultural marketing  Hamleys  self-owned brand

Contents

Chapter 1 Introduction 3

Chapter 2 The Present Situation of Chinese Toy Industry 4

2.1 The Development of Chinese Toy Industry 4

2.2 The Huge Potential Market Demand and Economic Value 4

2.3 The Problems Facing Our Toy Market 6

2.3.1 Strategic Attack of International Brands 6

2.3.2 The Lack of Self-owned Brands 7

Chapter 3 Cultural Marketing Strategies and Influences 8

3.1 Definition of Cultural Marketing 8

3.2 Characteristics of Cultural Marketing 8

3.3 Marketing Strategies 10

3.3.1 Implant Culture into Products 10

3.3.2 Implant Culture into Channels 10

3.3.3 Implant Culture into Prices 10

3.3.4 Implant Culture into Promotion 11

3.4 Marketing Influences 11

3.4.1 Satisfy the Emotional Needs of Consumers 11

3.4.2 Add the Value of the Product 12

3.4.3 Remove Cultural Barriers 12

3.4.4 Promote the Enterprise Image 12

3.4.5 Demonstrate Product Differentiation 13

Chapter 4 The Development of Hamleys 14

4.1 Development Orbit 14

4.2 Cultural Marketing Strategy 15

4.2.1 Using British history as a business card 15

4.2.2 Unique Brand Culture-Bring Toys into the Life 15

Chapter 5 Future Development Strategy 17

5.1 Transition from Product Processors to Product Designers 17

5.2 Improve Brand Awareness and Attach Importance to IPR 17

5.2.1 The Connotation and Function of Brand 17

5.2.2 Cultivation and Support of Self-developed Brands 18

5.2.3 Proactively Protect IPR 18

5.3 Learn Brand Operation and Promote Marketing 19

5.4 Carry Forward the Essence of National Traditional Culture--The Source of Innovation 20

Chapter 6 Conclusion 22

Acknowledgments 24

References 25