SNSD Toys Company’s Development Strategy Optimization Research

China is not only the world’s largest toy production base and exporter,but also the world’s second largest consumer of toy products.With the rapid development of the toy industry,the competition between the toy enterprises in China has become more and more fierce.Due to the impact of COVID-19,the international trade competition pattern is increasingly complex,and most Chinese toy enterprises have affected their overseas market business and begun to seek transformation.At the same time,the domestic economic recovery is fast,driving the good industry market,digital technology and the real economy is constantly integrated,for the toy enterprises market expansion,strategic optimization provides new ideas,whether China’s toy enterprises can continue to maintain steady management and sustainable development,is a major topic worth our attention and research.SNSD Toy Company was established in 2015,is the first export-oriented processing trade enterprise introduced by Xiang tan Comprehensive Bonded Zone,mainly engaged in the production and sales of food-grade plastic toys,SNSD Culture and Media Company was established in 2020,and then the company’s business market expanded from overseas to China,However,can the company’s current development environment and its own resources and capabilities empower the future development of the company? How to optimize the design of the development strategy according to the overall development strategy of the company? And for SNSD Toys,what safeguards are needed to ensure the efficient implementation of the development strategy? These are all problems that SNSD Toys needs to solve urgently.This paper takes SNSD toy company as the research object,based on strategic management theory and the current development strategy,through PEST,enterprise value chain,VRIO,SWOT,and industry survey,the company’s external environment and internal conditions,summarize and analyze the opportunities and threats,advantages and disadvantages.Considering that the company’s internal advantages and opportunities are more prominent,we can choose SO strategy as the direction of the company’s strategic optimization,according to the domestic policy,we will intensify efforts to expand the domestic market,give full play to the company’s technical advantages,maintain the leading product quality,use marketing strategies,expand market share,use digital technology,and increase the online layout.On this basis,to optimize the design of the company’s development strategy,first,the company to re-positioned strategic positioning;then the company’s overall strategy is given,market strategy,product strategy,marketing service strategy,management and operation strategy optimization path;finally,it is suggested that the company should guarantee from the five aspects of human resources,financial cost,corporate culture,system management and risk control,so as to promote the optimization and efficient implementation of the strategy.It is hoped that the research in this paper can not only provide guidance for the optimization of the development strategy of SNSD toy companies,but also provide valuable reference opinions for enterprises in the same industry suffering from similar situations,or foreign trade enterprises in inland areas like Xiang tan.