香港 Hot toys 差异化竞争战略研究 摘 要随着经济的发展，企业的发展战略和经营理念都产生了巨大变化。 市场竞争机制的引入使中国的教育和培训公司从卖方转移到了买方。经济发展促进了儿童产品的快速发展。作为孩子最喜欢的玩具产品，市场越来越广泛。在这种情况下，学习玩具公司的不同竞争策略具有深远的意义。Hottoys 在香港的快速发展得益于其快速高效的营销模式。现代营销理念在香港 Hottoys 的发展中起到了重要作用。但是，由于市场变幻莫测，香港 Hottoys 的营销策略在实践中存在一些问题。本文运用宏观环境 PEST（社会、经济、政治、技术），五力模型、差异化市场竞争战略分析香港 Hottoys 公司在玩具市场行业的状况，并与玩具市场前几的大企业进行对比进而分析。Hottoys 公司应对潜在进入者、替代品威胁，Hottoys 公司与其他企业的区别，对现有企业的竞争能做出如何对策与反击。其次将对 Hottoys 有限责任公司进行战略环境分析，采用 SWOT 分析法，从宏观环境和公司内部出发，分析 Hottoys 公司的优势、劣势、机会和威胁，从而挖掘出 Hottoys 有限责任公司在在竞争者中的优势，运用四年工商管理学习的专业理论提出具有可行性差异化战略方案，不断实现 Hottoys 有限责任公司的愿景。关键词：差异化竞争；品牌；战略AbstractWith the development of economic globalization, great changes have taken place in the company's development strategy and business philosophy. The introduction of market competition has shifted China's education and training companies from sellers to buyers. Economic development has promoted the rapid development of children's products. As children's favorite toy products, the market is more and more extensive. In this case, it makes profound sense to learn the different competitive strategies of toy companies. Hottoys' rapid development in Hong Kong benefits from its fast and efficient marketing model. Modern marketing concept has played an important role in the development of Hottoys in Hong Kong. However, due to the vagaries of the market, Hong Kong Hottoys' marketing strategy has some pro...
