广东东软学院本科毕业设计（论文）乐高玩具品牌在中国的营销策略研究 Research on Marketing Strategy of Lego Toy Brand in China内容摘要随着玩具行业的蓬勃发展，玩具的功能也日益多样，近几年的玩具更是增添了不少文化内涵，为玩具注入了精神灵魂。一些玩具更是把娱乐性、益智性和教育性打通形成产业链，使得玩具与文化娱乐产业的发展更为相得益彰。市场上那些具备人物性、故事性等文化元素或者和当前热潮的文化娱乐产品相关联的玩具都是消费者所着迷的，鉴于目前文化娱乐作品的热播能力，相关 IP 授权玩具的销售也被有效的带动起来，进而提升了品牌价值和知名度。本文通过饥饿营销、联合营销、品牌联合营销等概念，分析乐高集团从 1932 年至今的发展历程、经营现状和营销策略的研究基础上，展开对玩具企业营销策略的研究。并针对乐高玩具在营销策略上存在的问题，提出有效的优化对策建议，从而提出乐高在中国本地化市场优化的进一步发展策略以及措施。广东东软学院本科毕业设计（论文）关键词：乐高集团 玩具 积木 IP 营销策略广东东软学院本科毕业设计（论文）AbstractWith the vigorous development of the toy industry, the functions of toys are becoming more and more diverse. In recent years, toys have added a lot of cultural connotations and injected a spiritual soul into toys. Some toys even connect entertainment, puzzle and education to form an industrial chain, making the development of toys and cultural and entertainment industries more complementary. Toys on the market that have cultural elements such as characters and stories or are related to the current cultural and entertainment products are all fascinated by consumers. In view of the current popularity of cultural and entertainment works, the sales of related IP authorized toys have also been Effectively promoted, and thus enhance the brand value and popularity.Based on the concepts of hunger marketing, joint marketing, and brand joint marketing, this article analyzes the development history, operating status, and marketin...
