Research On Brand Marketing Strategy Of Chenghai Toy Bricks

In recent years,with LEGO’s strong entry into China,domestic industry of toy bricks has rapidly heated up by the trend of LEGO.Therefore,toy brick sales have been continuously growing,and many brands have been derived.Although China’s toy brick market is developing rapidly,overseas toy brick brands have always occupied a greater market advantage.There are few Chinese toy brick brands with wide popularity and channel power,and it is difficult to support the high-quality development of China’s toy brick industry.At present,the development of Chenghai toy bricks enterprises is in the stage of brand marketing optimization and brand value enhancement.Although Chenghai is a major industry area for toy bricks,the overall brand power of toy bricks is weak,the product homogeneity is serious,the market is aesthetically fatigued,and the competition in the industry is intensive.Domestic for toy industry brand marketing related research,this thesis is research on the marketing strategy of Chenghai enterprise of toy bricks.The area is chenghai and the category is toy bricks,can represent the common characteristics of regional enterprises and the correlation characteristic of category is more obvious.The research conclusion will be more pertinency and reference significance.It will provide practical brand marketing strategy suggestions for regional toy bricks enterprises.This thesis taking the brand B under enterprise A as the primary research object,and conducting in-depth interviews with the general manager,sales director,marketing director and other personnel of enterprise A,to discuss the current situation and trend of the industry,as well as the current marketing status and problems.Also,a list of toy bricks brand marketing questionnaires is designed with those senior practitioners,covering brand positioning,IP authorization,products,pricing,sales channels,marketing content,etc.The questionnaires are in attempt to study the content preference based on user’s experience and social media,to discover problems from the perspectives of enterprises and consumers.It is concluded that enterprise A currently has problems such as numerous substitute goods,aggressive attack by competitors,low brand premium,fuzzy brand positioning,channel diversification and complexity,marketing is not sustainable and untargeted.The value of this thesis is through the analysis,and brings the feasible brand marketing optimization suggestions for enterprise A such as focus on the market for children aged 6-12 years old,Dual brand operations,"Product + packaging" double difference,increase brand premium,adhere to the "brand + IP",channel segmentation management,precision content marketing.Its contribution is through the combination of theoretical direction,industry interview and consumer research.This thesis summarizes the scattered brand marketing problems existing in the previous process of enterprise operation,and got the marketing advice that can be landed.The questionnaire and its research data in the thesis have been included by the case enterprises and used as market research data,more to provide reference for the subsequent consumer research content.