乐高集团公司品牌发展战略探究

英文摘要.

1 绪论.

1.1 研究背景.

1.2 研究目的.

1.3 研究意义.

1.4 国内外有关文献综述

1.4.1 国外有关文献综述.

1.4.2 国内有关文献综述.

1.5 本文研究内容及研究方法

1.5.1 研究内容

1.5.2 研究方法

2 相关概念和相关理论

2.1 相关概念.

2.1.1 品牌和品牌战略

2.1.2 品牌联合战略

2.1.3 IP.

2.1.4 故事营销

2.2 相关理论.

2.2.1 竞争战略理论

2.2.2 战略联盟理论

2.2.3 协同效应理论

2.3 本章小结.

　　3 乐高玩具品牌联合战略现状

3.1 乐高集团发展现状 .

3.1.1 乐高集团简介

3.1.2 乐高集团的发展历程 .

3.1.3 乐高集团的经营业绩 .

3.1.4 乐高集团的产品类别 .

3.2 乐高集团品牌战略在总体发展战略中的地位

3.2.1 乐高集团的总体发展战略 .

3.2.2 乐高集团的品牌战略 .

3.2.3 乐高玩具的品牌矩阵 .

3.3 乐高玩具的品牌联合战略类型

3.3.1 促销/赞助型品牌联合战略 .

3.3.2 价值链型品牌联合战略 .

3.3.3 融合型品牌联合战略 .

3.4 本章小结.

　　4 乐高玩具品牌联合战略存在的问题和行业借鉴

4.1 乐高玩具品牌联合战略存在的问题 .

4.1.1 玩具业务与文化娱乐业务联动少

4.1.2 自有品牌文化影响力较弱 .

4.1.3 联合品牌偏经典，与新生代产生隔阂

4.2 美泰和孩之宝品牌的发展启示

4.2.1 美泰公司及其主要品牌 .

4.2.2 孩之宝公司及其主要品牌 .

4.2.3 美泰和孩之宝及其品牌发展的启示

4.3 本章小结.

　　5 乐高玩具品牌联合战略的优化建议 .

5.1 乐高玩具品牌联合战略的目的和目标 .

5.2 乐高玩具品牌联合战略的优化原则和思路 .

5.3 乐高玩具品牌联合战略的 SWOT 分析

5.4 乐高玩具品牌联合战略优化的具体措施 .

5.4.1 强化与新兴文化品牌的合作 .

5.4.2 联合孵化做大做强自有 IP 品牌

5.4.3 在中国等新兴市场注重品牌本土化 .

5.4.4 营造全产业链生态体系 .

5.5 本章小结.

　　6 结论.

致谢

参考文献.

CONTENTS

Abstract in Chinese

Abstract in English

1 Introduction

1.1 Research background .

1.2 Research purposes

1.3 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 methods

1.5.1 Research contents

1.5.2 Research methods

　　2 Related concepts and theories

2.1 Related concepts

2.1.1 Brand and brand strategy .

2.1.2 Brand joint strategy .

2.1.3 IP

2.1.4 Story marketing.

2.2 Related theories .

2.2.1 Competitive strategy theory .

2.1.2 Strategic alliance theory

2.1.3 Synergetic theory

2.3 Summary

3 Study on the joint strategy of Lego brands

3.1 Development of Lego Group

3.1.1 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 Development Strategy of Lego Group .

3.2.2 Lego Groups brand strategy

3.2.3 Brand Matrix for Lego Toys

3.3 Research on Brand Alliance Strategy of Lego Toys

3.3.1 Promotion / sponsorship branding strategy

3.3.2 Value chain Brand Alliance Strategy

3.3.3 Brand joint strategy based on innovation .

3.4 Summary

　　4 Problems of Lego brand alliance strategy and industry reference

4.1 Problems of Lego brand alliance strategy .

4.1.1 Less interaction between toy business and cultural entertainment business

4.1.2 Private brand cultural influence is weak

4.1.3 Joint brands tend to be classic and estranged from the new generation.

4.2 Development Enlightenment of Mattel and Hasbro

4.2.1 Mattel and its Major Brands

4.2.2 Hasbro and its Major Brands .

4.2.3 Mattel and Hasbro and the Enlightenment of their Brand Development .

4.3 Summary

　　5 Optimization suggestion of Lego toy brand alliance strategy .

5.1 The aim and goal of 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 strategy

5.4.1 Enhanced cooperation with emerging cultural brands

5.4.2 Hatch bigger and stronger IP brand

5.4.3 Brand Localization in emerging Markets such as China .

5.4.4 Construction of an ecological system for the whole industrial chain

5.5 Summary

　　6 Conclusions .

References