Strategies For Innovation And Development Of China's Toy Brands

China is the biggest toy manufacturing and exporting country in the world. However, the Chinese toy industry is "big enough but not powerful in fact". It still plays the role of low value-added product processor and manufacturer and is weak in the ablity of product design and development. Nowadays Chinese toy enterprises are facing not only the great potential of native market but also the situation that foreign toy brands stand in the dominant position while domestic toy brands lacking. How could Chinese toy enterprises find a way to establish independent brand during the transformation from labor-intensive production to technology-intensive production, from simple processing and manufacturing to self-development and creation, from "made in China" to "created in China"?This thesis starts from introducing the origin,development and evolution of toy, accompanied with analyzing the global toy industry and famous international toy brands, points out the chanllenge that Chinese toy industry faced with, then elaborates the necessity and the possibility for domestic enterprises to innovate and develope their own toy brand. The thesis also go step futher to propose the strategy for innovating and developing domestic toy brand, that is to develope the management idea and adjust marketing strategy as the power, to raise professional trained toy designers as the core, to explore and use traditional native culrure in toy design as the sourse. This thesis synthesizes different knowledge such as art study,sociology,phychology, and investigates literature,deta,internet information etc. for further study. We makes effort to provide toy enterprises with feasible suggestion for changing from "toy processor" to "toy designer", to contribute to the vision of toy industry 's transforming form "made in China" to "created in China".