整合营销战略下的我国玩具企业自主品牌建设

On the Independent Brand Construction of Toy Enterprises in China Based on the Integrated Marketing Strategy

我国虽是玩具制造大国,但玩具产业一直处于世界玩具产业价值链的最薄弱环节。加快推进玩具企业自主品牌建设是我国玩具产业的当务之急。应实施整合营销战略,打造企业整体形象和品牌形象,全面提升品牌附加值,并实施与相关产业的战略联盟,推动我国玩具产业规模化、现代化。

China is a big toy manufacture country,but the toy industry is still the weakest link of industry chain in the world toy industry.It is the first imperative for China toy industry to speed up the independent brand construction of toy enterprises.It is necessary to put the integrated marketing strategy into practice,create the perfect image and brand image of enterprises,promote greatly the added value of the brand and make the strategy alliance with the related industries for the scale and modern toy industry in China.