The Study On Internationalized Operation Of Chinese Toy Enterprises

China has become a big toy country through 30 years'development especially the recent 10 years'. China produces about 75% of the world's toys. But our country is not a strong toy country, processing trade is the major method of toy trade, about 90% toy enterprises do OEM in China, mainly operating production and processing with the lowest added value, but those enterprises are very weak in R&D, design and marketing with high added value. OEM has made outstanding contributions to the development of our country's toy industry, but as the new international toy trade barriers come out continually, the cost of labor and toy raw material increase continually, REM appreciates and the financial crisis broke out, the disadvantages of this business model begin to be shown gradually and the existent weaknesses of our toy enterprises also become clear. Our toy enterprises'existent main problems are that the scale is small, the ability of independent research is weak, the self-owned brand and distribution channel are deficient, the dependence on overseas brands is too big.The final objective of this thesis is to help the toy enterprises to recognize the present situation, recognize the advantages and disadvantages correctly, choose the appropriate strategy of internationalized operation, improve the competitive power gradually, and go abroad really, gaining a footing in the international market.Under the related theories of international trade and multinational operation, firstly, this thesis introduces the definition and origin of the toy and the shift of the toy industry, and analyses the conditions of international and national toy industry; secondly, it analyses the meanings and characteristics of OEM, ODM, OBM, studies the transformation model of OEM, and puts forward some internationalized operation strategies; thirdly, it analyses the toy enterprises'favorable and unfavorable factors of the internationalized operation; last, it puts forward some advices in order to help the toy enterprises to overcome those unfavorable factors and take a good road of the internationalized operations.