Study on brand competitiveness of Chinese toy industry

With the deepening process of Chinese market economy and market openness, competition has become the mainstay environment of survival and development, the competitiveness of enterprises has become the foundation and prerequisite of the survival and growth. In this paper, it is based on the toy industry, to explore how to enhance the competitiveness of the brand, going deep into the influencing factors of brand competitiveness, structuring the evaluation index system of brand competitiveness of toy industry, pointing out the reasons of lack of brand competitiveness, and putting forward the countermeasures and suggestions. Analysis of brand competition in the toy industry the problems existing in the toy industry to further enhance the competitiveness of the brand awareness of provide a theoretical analysis and for the toy industry, Brand name for the toy industry to shape the competitiveness of the source provided. These will contributions the development of competitive brands to provide useful inspiration.