Comparative Research For Chinese And Foreign Toy Brand Image According To A.L.Biel Model

China has developed rapidly into the most important production and export base of toys since 1990s. However, as the consumption conception changed, brand expense has become a strong trend. Also, this honor get mainly by OEM has become a critical obstacle of local brand development of China. Hard status of OEM made local company really be lack of management experience. After China became a member of WTO, foreign brands of toys suddenly swarmed into local market and expanded fierce competition with local brands, not only on products, but also on integrated marketing capability. Building compelling brand is a advantage assurance for a company to get great intangible assets and its sustainable development. It's a centralized reflection of the integrated marketing capability. Brand image plays a key role in the process of building a compelling brand. There's a considerable gap between foreign brands and local brands whether on history experience and idea of brand management or on management mode and the means of operation. Nowadays, local toy brands meet a lot of questions when they contribute themselves to building a successful brand image. Many companies just found themselves powerless to form a right and comprehensive conception of brand image. Building successful brand image and becoming compelling brand should be the most pressing task of local toy industry. This research aims at providing evidence and suggests for local toy companies through the comparison of the brand image between foreign brands and local brands.In order to make comparison on the brand image of Chinese and foreign toy brands, this research combines deductive method and empirical statistical testing and makes Pertinent and localized adjustment on Bell Model to fabricate measurement table and collect Primary data, and apply SPSS software to conduct statistics, analysis and verification, draw a conclusion and get some meaningful management revelation.The innovative Point of this research is to apply Bell Brand Image Evaluation Model to local toy market in the first time and verify the utility and reliability of the model, at the same time, it conducts an overall comparative research on the brand image of Chinese and foreign toy brands and obtain some valuable information and conclusion and verifies three hypnoses through statistical data analysis.The Paper can be divided into five chapters, Chapter 1 is introduction which is the Presentation of research issue, research background and significance, main innovative points and research frame of the Paper. ChaPter2 is to make an overview and analysis on the references related to brand image and make a comparison on the brand image evaluation established by Chinese and foreign scholars on this basis. ChaPter3 is the design and implementation of empirical research, design of measurement table and questionnaire, data collection, analysis, verification and revision, which is the emphasis of this research. Chapter 4 presents the research conclusion and management revelation on the establishment of successful local brand image.