乐高集团营销策略研究

乐高集团营销策略研究摘要随着世界经济的复苏，玩具市场的消费需求也在逐渐恢复，而生产技术和科技水平的提高，玩具玩法、功能的变化令人目不暇接，在其玩具本身上也赋予了更多的文化内涵。基于玩具所具有的娱乐性、安全性、教育性的基本特征，玩具与文化娱乐产业的融合发展也变得更加密切[1]。通过“玩具+文化”的结合来带动玩具销售量已成为当前乐高营销策略主要方式之一。本文将以乐高集团为例，针对乐高集团扩张过程中出现基于品牌、渠道等竞争战略中出现的问题，提出有效的优化对策建议，从而达到改善企业营销策略，提升企业竞争能力的目的。并试图通过分析乐高玩具的品牌、战略、渠道等，研究其在市场竞争中的竞争优势及竞争劣势，如何提高该品牌在市场竞争中的品牌知名度、优化营销渠道，进而创造更高的经济效益：通过对这一企业的案例分析为国内玩具企业提供借鉴。关键词：乐高集团：“玩具+文化”：品牌战略：战略管理Research on marketing strategy of LEGO GroupAbstractwith the recovery of the world economy,the consumer demand of the toy marketis also gradually recovering.With the improvement of production technology andscientific and technological level,the changes of toy playing methods and functionsare dizzying,which also gives more cultural connotation to the toy itself.Based on thebasic characteristics of entertainment,safety and education of toys,the integrateddevelopment of toys and culture and entertainment industry has becomecloser[1].Driving toy sales through the combination of Toy+culture"has become oneof the main ways of LEGO marketing strategy.Taking LEGO Group as anexample,this paper will put forward effective optimization countermeasures andsuggestions to solve the problems in LEGO Group's competitive strategy based onbrand and capital in the process of expansion,so as to improve enterprise marketingstrategy and enhance enterprise competitiveness.By analyzing the brand,strategy andchannel of LEGO toys,this paper tries to study its competitive advantages anddisadvantages in the market competition,and how to improve the brand awareness andoptimize the marketing channel in the market competition,so as to create highereconomic benefits;Through the case analysis of this enterprise,it provides referencefor domestic toy enterprises.Key Words:LEGO Group;"Toys culture";Brand strategy;strategic management目录言，ASSEStaaaeceeetdaeaete,2乐高集团发展现状…。2.1乐高集团简介62.2乐高集团的发展历程2.3乐高集团的品牌战略72.4乐高集团的战略管理.83乐高集团的市场环境分析.0103.1宏观环境分析…103.1.1政治环境.103.1.2经济环境103.1.3社会环境3.1.4技术环境113.2SW0T分析113.2.1乐高集团发展的主要优势113.2.2乐高集团发展的主要劣势…133.2.3乐高集团发展的机会133.2.4乐高集团市场拓展存在的威胁…144乐高集团营销存在的问题..154.1乐高玩具与传统文化融合度低..154.2乐高玩具品牌文化影响力较弱.…154.3乐高玩具热点P偏经典，与新生代消费者有隔阂…155乐高集团市场营销策略的优化建议…175.1加强与传统文化的合作175.2注重品牌本土化、扩大品牌影响力.175.3联合新兴热点P品牌….176结论….19致谢.21参考文献22