樂高集團(tuán)公司品牌發(fā)展戰(zhàn)略探究

1、樂高集團(tuán)公司品牌開展戰(zhàn)略探究英文摘要.1 緒論.1.1 研究背景.1.2 研究目的.1.3 研究意義.1.4 國(guó)內(nèi)外有關(guān)文獻(xiàn)綜述1.4.1 國(guó)外有關(guān)文獻(xiàn)綜述.1.4.2 國(guó)內(nèi)有關(guān)文獻(xiàn)綜述.1.5 本文研究?jī)?nèi)容及研究方法1.5.1 研究?jī)?nèi)容1.5.2 研究方法2 相關(guān)概念和相關(guān)理論2.1 相關(guān)概念.2.1.1 品牌和品牌戰(zhàn)略2.1.2 品牌結(jié)合戰(zhàn)略2.1.3 IP.2.1.4 故事營(yíng)銷2.2 相關(guān)理論.2.2.1 競(jìng)爭(zhēng)戰(zhàn)略理論2.2.2 戰(zhàn)略聯(lián)盟理論2.2.3 協(xié)同效應(yīng)理論2.3 本章小結(jié).3 樂高玩具品牌結(jié)合戰(zhàn)略現(xiàn)狀3.1 樂高集團(tuán)開展現(xiàn)狀 .3.1.1 樂高集團(tuán)簡(jiǎn)介3.1.2 樂高集團(tuán)的開展

2、歷程 .3.1.3 樂高集團(tuán)的經(jīng)營(yíng)業(yè)績(jī) .3.1.4 樂高集團(tuán)的產(chǎn)品類別 .3.2 樂高集團(tuán)品牌戰(zhàn)略在總體開展戰(zhàn)略中的地位3.2.1 樂高集團(tuán)的總體開展戰(zhàn)略 .3.2.2 樂高集團(tuán)的品牌戰(zhàn)略 .3.2.3 樂高玩具的品牌矩陣 .3.3 樂高玩具的品牌結(jié)合戰(zhàn)略類型3.3.1 促銷/贊助型品牌結(jié)合戰(zhàn)略 .3.3.2 價(jià)值鏈型品牌結(jié)合戰(zhàn)略 .3.3.3 交融型品牌結(jié)合戰(zhàn)略 .3.4 本章小結(jié).4 樂高玩具品牌結(jié)合戰(zhàn)略存在的問題和行業(yè)借鑒4.1 樂高玩具品牌結(jié)合戰(zhàn)略存在的問題 .4.1.1 玩具業(yè)務(wù)與文化娛樂業(yè)務(wù)聯(lián)動(dòng)少4.1.2 自有品牌文化影響力較弱 .4.1.3 結(jié)合品牌偏經(jīng)典，與新生代產(chǎn)生隔膜4

3、.2 美泰和孩之寶品牌的開展啟示4.2.1 美泰公司及其主要品牌 .4.2.2 孩之寶公司及其主要品牌 .4.2.3 美泰和孩之寶及其品牌開展的啟示4.3 本章小結(jié).5 樂高玩具品牌結(jié)合戰(zhàn)略的優(yōu)化建議 .5.1 樂高玩具品牌結(jié)合戰(zhàn)略的目的和目的 .5.2 樂高玩具品牌結(jié)合戰(zhàn)略的優(yōu)化原那么和思路 .5.3 樂高玩具品牌結(jié)合戰(zhàn)略的 SWOT 分析5.4 樂高玩具品牌結(jié)合戰(zhàn)略優(yōu)化的詳細(xì)措施 .5.4.1 強(qiáng)化與新興文化品牌的合作 .5.4.2 結(jié)合孵化做大做強(qiáng)自有 IP 品牌5.4.3 在中國(guó)等新興市場(chǎng)注重品牌外鄉(xiāng)化 .5.4.4 營(yíng)造全產(chǎn)業(yè)鏈生態(tài)體系 .5.5 本章小結(jié).6 結(jié)論.致謝參考文獻(xiàn).C

4、ONTENTSAbstract in ChineseAbstract in English1 Introduction1.1 Research background .1.2 Research purposes1.3 Research significance.1.4 Literature review at home and abroad.1.4.1 Foreign literature review .1.4.2 Domestic literature review.1.5 Research contents and research methods1.5.1 Research conte

5、nts1.5.2 Research methods2 Related concepts and theories2.1 Related concepts2.1.1 Brand and brand strategy .2.1.2 Brand joint strategy .2.1.3 IP2.1.4 Story marketing.2.2 Related theories .2.2.1 Competitive strategy theory .2.1.2 Strategic alliance theory2.1.3 Synergetic theory2.3 Summary3 Study on t

6、he joint strategy of Lego brands3.1 Development of Lego Group3.1.1 Introduction to Lego Group .3.1.2 Development of Lego Group .3.1.3 Operating results of Lego Group .3.1.4 Product categories of Lego Group .3.2 Position of Lego Groups Brand Strategy in the overall Development Strategy .3.2.1 Overall

7、 Development Strategy of Lego Group .3.2.2 Lego Groups brand strategy3.2.3 Brand Matrix for Lego Toys3.3 Research on Brand Alliance Strategy of Lego Toys3.3.1 Promotion / sponsorship branding strategy3.3.2 Value chain Brand Alliance Strategy3.3.3 Brand joint strategy based on innovation .3.4 Summary

8、4 Problems of Lego brand alliance strategy and industry reference4.1 Problems of Lego brand alliance strategy .4.1.1 Less interaction between toy business and cultural entertainment business4.1.2 Private brand cultural influence is weak4.1.3 Joint brands tend to be classic and estranged from the new

9、 generation.4.2 Development Enlightenment of Mattel and Hasbro4.2.1 Mattel and its Major Brands4.2.2 Hasbro and its Major Brands .4.2.3 Mattel and Hasbro and the Enlightenment of their Brand Development .4.3 Summary5 Optimization suggestion of Lego toy brand alliance strategy .5.1 The aim and goal o

10、f Lego toy brand alliance strategy .5.2 Optimization principles and ideas of Lego Toys Brand Alliance Strategy .5.3 SWOT Analysis of Lego Toy Brand Joint Strategy .5.4 Specific measures for optimization of Lego toy brand alliance strategy5.4.1 Enhanced cooperation with emerging cultural brands5.4.2 Hatch bigger and stronger IP brand5.4.3 Brand Localization in emerging Markets such a