国内毛绒玩具发展现状调查

毕业设计（论文）题目：国内毛绒玩具企业发展现状调查研究——以富鑫玩具厂为例系别：经济管理学院专业：市场营销班级：T953-3学生姓名：高业川学号：20090530342指导教师：崔海英湖北汽车工业学院毕业设计（论文）II摘要毛绒玩具是特殊的消费品，在国内外有着广阔的市场。中国是世界玩具最大生产国，大规模的玩具企业已有1304家，制造了全球75%左右的玩具，中国玩具制造业是一个地区集中程度较高的行业，主要集中在改革开放较早和经济发达的沿海地区，广东，浙江，上海，山东，福建和青岛地区这五省一市历来是中国玩具最重要的生产和生产和出口基地，占中国玩具年销售额的95%以上。近几年，伴随着人民币升值，欧美经济低迷和国内生产成本的上升，毛绒玩具企业面临着巨大的生产和生存压力，本文通过对青岛地区一玩具生产企业的各方面分析，提出相关的解决措施和改进建议，为我国的相关毛绒玩具中小企业在新的环境和经济条件下提供借鉴。关键词：毛绒玩具市场商机湖北汽车工业学院毕业设计（论文）IIIAbstractThetoyisastrongindustryrelateddegree,withalongindustrialchainindustry.Chinaistheworld'slargesttoyproductionthe1304massivetoycompanies,manufacturingabout75%oftheworld'stoys,includingforeign-fundedenterprisesarestilloccupiesadominantpositionintheindustry.Chinatoymanufacturingindustryisanareaahigherdegreeofconcentrationoftheindustry,mainlyinthereformandopeningearlierandeconomicallydevelopedcoastalareasofGuangdong,Jiangsu,Zhejiang,Shanghai,ShandongandaccessoriesinfiveprovincesandonecityhasalwaysbeenthemostimportantChinesetoysproductionandexportbase,accountingformorethan95%oftheannualsalesofChinesetoys,includingGuangdong,accountingformorethan50%ofChina'stoysales.Chinanowhas286millionchildrenundertheageof14people,thechildren'smarketisextremelybroad,adultleisureandeducationaltoyshavebecomeatrend,presentstremendousbusinessopportunities.RapidexaggeratetheapparentdemandinChina'stoyindustryin2003in04.05years,butthegrowthratehasdeclined,mainlyduetoforeigntoyimportshasbeencut,but$3.736billionin2005apparentdemand,indicatingthatthedemandofChina'stoymarketisstillquitelarge.Toysareaboutmorethan30,000varietiesofthedomesticmarket,toyproductsmainlyinclude:fabricandplushtoys,plastictoys,electronictoys,modeltoys,educationaltoys,etc.,especiallyplushtoysandchildcar-basedmodeltoysthemostpopular.AsChina'seconomicdevelopment,urbanandruralresidentsinChina'sconsumerspending,toysexpendituresalwaysmaintainedagoodmomentumgrowing.Chinaastheworld'slargesttoyproducerandexporter,butlong-termdependenceonforeignmanufacturers,thelackoftheirownbrand;hugemarket,however,didnotbringenoughrevenue.Keywords:Plushtoys；Market；Businessopportunities湖北汽车工业学院毕业设计（论文）IV目录第一章绪论....................................................................................................................11.1研究背景及意义...................................................................................................11.1.2课题研究意义..............................................................................................21.2研究内容及方法....................................................................................................2第二章国内毛绒玩具发展的概况................................................................................32.1青岛富鑫玩具厂介绍...........................................................................................32.2青岛富鑫玩具厂发展现状...................................................................................32.3青岛毛绒玩具产业发展的特征...........................................................................42.3.1毛绒玩具产业独具特色.................................................................................42.3.2产业集聚度高.................................................................................................52.3.3产业成长性强.................................................................................................52.3.4产业发展环境好.............................................................................................52.4青岛毛绒玩具产业集群对特色经济的促进作用................................................62.4.1特色经济区的形成.........................................................................................62.4.2特色经济区经济实力的提升.........................................................................62.4.3利于区域创新.................................................................................................62.4.4利于提升区域核心力与竞争力.....................................................................72.5青岛地区毛绒玩具的生产和出口概况................................................................72.6青岛毛绒玩具生产和出口面临的困境................................................................82.6.1产品安全问题频发.........................................................................................82.6.2质量要求的提高带来的短板.........................................................................92.6.3企业生产设备的老化.....................................................................................92.6.4其他方面的宏观因素影响.............................................................................92.6.5生产的费用和资金成本的提高...................................................................102.6.6品牌瓶颈.......................................................................................................10湖北汽车工业学院毕业设计（论文）V2.6.7专业技术人才的缺失和断层.......................................................................102.6.8中小企业融资困难和资金流转乏力............................................................112.7中国毛绒玩具基本概况.......................................................................................112.7.1中国玩具基本发展情况................................................................................112.7.2中国毛绒玩具生产和出口市场现状........................