The Strategic Development Of Guangdong Small And Medium-sized Toy Manufacturers In The Post-epidemic Era

The outbreak of COVID-19 have brought lots of negative influences,such as stagnant production,overstock and traffic jams.It has hit the small and medium-sized toy manufacturers seriously.How to get rid of the negative effects and resume production are important for them.Guangdong Chenghai is the representation of Chinese toy industry,even the global toy industry.HD is a representation of the small and medium-sized toy manufacturer in Chenghai.It has many researching advantages.Therefore,we take HD as a case to study how to accelerate recovery of the toy industry in the post-epidemic era.The article is divided into five parts.The first part is the introduction,including the background,significance,research methods,as well as the domestic and foreign literature review.The second part uses PEST to analyze the current macroeconomic environment.In addition,this section focuses on the overall situation of the toy industry from four aspects.The third part introduces the overall situation of HD briefly,and analyzes it from SWOT.In the fourth part,the article draws up a plan according to the SWOT and STP.After that,it confirms the strategy implementation including reforming technological innovation,adjusting organizational structure and changing brand marketing strategy.In the fifth part,the article suggests the small and medium-sized toy manufacturers should make a suited development strategy which base on the economical situation.The company should use the strengths to stop the weaknesses.