玩具出口现状及对策研究.docxVIP

摘 要 随着经济全球化的逐步深入和改革开放的持续推进，中国在玩具出口领域凭借劳动力低成本和原材料低价格等优势逐步发展壮大，直至取代欧洲及日本成为了全球玩具制造的中心。但以原料加工或贴牌生产为主，利润低下、市场开拓不足等是我国毛绒玩具行业出口中普遍存在的问题。近年来，大连玩具出口发展前景良好，开始形成“企业集群，产业集聚”的新格局，但是同时存在不可忽视的问题[1]。本文先介绍了玩具出口的发展近况，然后介绍了玩具出口的现状以及重点分析了目前玩具出口存在的一些问题：出口成本过高、产品研发创新不足、销售渠道较为狭隘和玩具出口市场结构不合理等。公司年产值过亿元，70%以上产品用于出口，产品销往欧盟、美国、日本等多个国家和地区。公司主要以ODM生产模式为主，OBM和OEM模式为辅，处于玩具行业产业链的中低端，主要体现在产品的研发创新及设计能力较差、市场拓展及品牌构建乏力，在与国外大企业竞争中处于劣势。当前，国际形势复杂多变，中美贸易关系紧张，公司的出口形势愈发严峻，针对以上因素公司提出解决对策，如加强技术创新研究、树立品牌意识、积极应对国外技术性壁垒等。因此对公司产品出口现状进行分析、查找存在的问题，对于增强其出口竞争力、振兴玩具产业、带动社会就业等方面具有重要的现实意义。 关键词：公司；玩具出口；对策研究 Abstract With the gradual deepening of economic globalization and the continuous promotion of reform and opening up, China has gradually developed and expanded in the field of toy manufacturing with the advantages of low labor cost and low price of raw materials, until it replaced Europe and Japan as the center of global toy manufacturing. However, it is a common problem in the export of plush toy industry in China, such as processing with supplied materials or OEM production, low profit and insufficient market development. Toy industry is the traditional industry and the main export industry of Dalian. In recent years, Dalian toy industry has a good development prospect and has begun to form a new pattern of enterprise cluster, industrial cluster, but there are also problems that can not be ignored. This paper first introduces the recent development of Dalian Jiarun Da toy, then introduces the current situation of toy export and emphatically analyzes some problems existing in Dalian Jiarun Da toy export at present: low technology content, worrying quality problems, lack of brand awareness, etc. Dalian Jiarun Da company is the key enterprise in Liaoning toy industry, with an annual output value of over 100 million yuan, and more than 70% of its products are used for export, The products are sold to many countries and regions such as the European Union, the United States and Japan. The company is mainly based on ODM p