浅析浙江云和木制玩具业现状和发展.doc

内 容 摘 要 木制玩具——浙江省云和县社会经济发展的“王牌”，是云和县的传统产业、优势产业和支柱产业。云和县于1994年被国家农业部评为“中国木制玩具之乡”，并于2003年荣获“中国木制玩具城”荣誉称号。云和木制玩具业起步于上个世纪七、八十年代，至今为止已有30多年的发展历程，经过几代人的努力，初步形成以小玩具大产业、小产品大市场、小工艺大文化为特点的玩具集群，已成为云和县参与全球市场竞争的骨干力量，成为独具云和特色的经济现象，形成云和木制玩具集群。本文通过对云和木制玩具历史现状的介绍，分析其产业、市场及环境等竞争优势，及其发展存在的问题，例如，家族式生产、OEM出口模式、缺乏品牌意识及自营出口能力低等问题，在此基础上为云和木制玩具业发展提出合理化意见和建议，促进云和木制玩具的进一步快速、健康、科学、持续发展。 关键词：木制玩具 竞争优势 产业集聚 发展瓶颈 ABSTRACT Wooden toys------the main strength for the development of the society and economy of Yunhe, Zhejiang,is Yunhe’s traditional industry, advantage industry and support industry. In 1994，Yunhe was awarded “Chinese wooden toy Capital” by national agriculture department, and is honored as “the Chinese wooden toy city” in 2003. Start from 1970s-80s, until now Yunhe wooden toys has more than 30 years development process. Passed through several generation of persons endeavors, Yunhe wooden toys has formed wooden toys colony that characterized by “the small toy big industry, the small product big market, the handicrafts big culture”, has become the backbone force in the global market competition, the characteristic economic phenomena in Yunhe, and forms to a unique wooden toy colony. This article analyzes its competitive advantage (industry advantage, market advantage, environmental advantages) and its problems (lack of advanced mode of production brand awareness export ability, OEM export mode, etc) during the process of development through the introduction of Yunhe wooden toys’ history and present, then put up with personal opinion and suggestions to help the Yunhe wooden toy industry come into further fast, healthy, scientific and sustainable development. KEYWORDS：wooden toys, competitive advantage, industry colony, bottlenecks in development 正文目录 第一章 引言 1 第一节 选题意义 1 第二节 研究方法 1 第二章 浙江云和木制玩具发展历程及现状概述 3 第一节 浙江云和木制玩具业发展历程 3 第二节 浙江云和木制玩具业发展现状 4 第三节 浙江云和木制玩具业的特征 8 第三章 浙江云和木制玩具业优势分析 11 第一节 产业优势 11 第二节 市场优