Research On German Marketing Strategy Of W Toy Company

China is the major power in toy manufacturing and exporting.About 30% of the toys in the world are produced in China.However,due to the low added value of our products,the lack of world-famous brands,and the excessive dependence on foreign markets and brands,China is not a toy power.In recent years,China’s toy industry has encountered more and more severe competition and challenges.If enterprises want to succeed in the competition,they must know themselves well and develop effective marketing strategies to guide enterprises to operate.In this paper,take W Toy Company German marketing as the research object,the author in-depth W Toy Company and Shantou Chenghai District field research,and with the help of W Toy Company existing German customers in the local consumer purchase questionnaire survey,to prepare for the writing of the paper.Firstly,this paper introduces the basic situation of W Toy Company,its export development process and its products marketing in Germany.Secondly,it analyzes the macro environment of W Toy Company’s products marketing in German market from the political,economic,social and technical perspectives by PEST analysis method,and studies the current situation of remote control toy industry and the main competitors of W Toy Company.Thirdly,the SWOT analysis method is used to analyze the advantages,disadvantages,opportunities and threats of W Toy Company in German marketing.Finally,the questionnaire of consumers purchasing remote control toys in German market is collected and sorted out,and the purchasing habits and preferences of consumers are analyzed.Then the German market is further subdivided,according to the characteristics of different market segments,choose different target markets and market positioning;put forward the marketing strategy suitable for the German marke from the product strategy,price strategy,channel strategy and promotion strategy by 4P model,establish brand personality,enhance the core competitiveness of enterprises.It is expected that this paper can provide reference for other remote control toy enterprises in Germany and even Europe.