论文格式参考范201005.docVIP

摘 要 我国是全球最大的玩具生产国，世界上70%以上的玩具都由“中国制造”。我国生产的玩具行销近百个国家和地区，主要出口对象是美国、欧洲以及日本，是大多数发达国家和地区玩具的最大供货来源。其中出口美国的玩具占美国进口玩具总量的76.5%，欧洲进口玩具来自中国的占75.5%，出口日本的玩具占其总进口的86%。 但是，中国目前出口玩具中仅1/3拥有自己的品牌和商标，而且大部分是沿袭多年的毛绒玩具，智力玩具和电动玩具仅占总出口量的少数。本文以毛绒玩具为例，从消费者需求的角度，分析我国毛绒玩具业现在的一些缺陷。通过建立一个包含情感、文化、教育和个性四个部分的消费者需求价值结构，为我国毛绒玩具业提出经营对策，并供整个玩具业参考。 关键词：玩具；毛绒玩具；需求价值结构 Abstract China is the largest toy producing country in the world, more than 70% of the toys in the world are all made in China. Toys which produced by our country are being marketing nearly one hundred countries and regions. It mainly export to U.S.A. , Europe and Japan. And it is the most greatly source of supplying in most developed countries and regions. The toy from China accounts for 76.5% that U.S.A. imported the total amount of toys, accounts for 75.5% in Europe and 86% in Japan. However, there are only 1/3 of the toys which being exported has ones own brands and trade marks, and the majority follows the pile toy for many years. Intelligence toy and electronic toy only take the minority of total export quantum. This text takes pile toy as an example, in terms of consumer demand, analyze some present defects of the industry of the pile toys of our country. Through setting up a consumer demand value structure which includes four parts including emotion, culture, education and individual character. Propose managing the countermeasure for the pile toy industry of our country, and for whole toy industry to reference. Key words: toy; pile toy; demand value structure 目 录 前言······································································1 一、我国毛绒玩具行业市场现状··············································2 （一）我国玩具行业现状··················································2 1.我国玩具行业优势··················································2 2.我国玩具行业劣势·················································4 （二）我国玩具行业潜力··················································4 二、我国毛绒玩具行业现存的问题············································7 三、我国毛绒玩具行业的经营对策·······