摘 要作为推动义乌市经济不断发展的主要产业，玩具行业一直就受到广大学者的研究和关注。但随着社会经济的不断地发展，市场经济竞争的不断地增加，玩具行业面临的市场竞争力也越来越激烈。所以，如何增强义乌市玩具行业在市场上的竞争力，让其在激烈、复杂的市场竞争中获得生存和赢得发展，是每个义乌玩具出口企业目前遇到的主要问题。本文从目前国内外国内外学者对于义乌玩具出口存在问题的研究出发，继而介绍了介绍了国内外玩具业发展概况和义乌玩具业的发展状况，随后在分析了义乌玩具出口的现状后提出，目前义乌市玩具出口面临的问题有产品结构老旧适应不了国际市场的需求、玩具的质量越来越差、行业呈恶性化竞争、自主品牌打造不力等。最后，在深入分析和研究以上问题，参考目前国外著名的玩具企业已有的经验和教训后，提出了几条可以让义乌市玩具行业在目前激烈的国际市场环境下提高竞争力的策略及建议。关键词：义乌玩具出口；出口竞争力；问题；对策AbstractToy industry is an important pillar industry of Yiwu's economic development.How to survive in the fierce market competition and development, further enhancing the competitiveness of Yiwu toy exports, is one of the main problems facing of the Yiwu toy export enterprises.Firstly this paper introduces the domestic and foreign scholars of Yiwu toy export research status.Secondly, the development situation of domestic and foreign toy industry and Yiwu toy industry is introduced, and the present situation of Yiwu toy export is analyzed. Thirdly, Yiwu toy export is faced with such problems as international technical trade barriers, toy export product structure not adapting to the international market demand, rising production cost, toy quality, vicious competition in the industry, lack of independent brands and so on. Finally, this paper analyzes and studies these problems, draws lessons from foreign well-known toy enterprises, and puts forward corresponding countermeasures and suggestions on how to improve the international competi...
