JKC Company Puzzle Toys Retail Chain Marketing Network Construction Mode Study

According to the statistics from National Bureau, the total population of mainland is1.347billion at the end of2011, which the population of the children and infants under14years old is221million, about16.5%of the total population. In2010, China social survey firm (SSIC) hasdone a series of research on the urban and rural toy markets(including Tianjin, Shanghai,Guangzhou, Nanjing and23more cities as well as the surrounding suburbs&farms) that: thecapita annual consumption on children’s toys in city is only RMB35.00, and it is less thanRMB10.00in rural, which it is too far below the level of the capita annual consumption onchildren’s toys in Asia US$13.00and US$35.00in the World. With the growig of the nationaleconomy level and the lasting increasing of children, the toy retailing industry shows as a rapiddevelopment. However, there is a big difference due to some current status in toy retailing industry,like the low doorsill of enterance, so many participants, the quality of the practitioners and so on, itis in still in the low level of competition. Many new toys company, who is lack of long-termstrategic planning, lack of core competitive advantage, their business is small and scattered, whichwith weak financial strength, late starting, how should the practitioners effectively build their ownmarketing network, that is the main research goal of this article.The author uses the theories of strategic management and competitive strategy and relevanttools, making an analysis of the current world toys retailing industry and Chinese toys retailingindustry, on the basis of introduction of JKC company ’s history and the present situation andproblems analysis, put forward the strategic adjustment suggestion. And then, with strategiclyanalyzing and choosing the external environment and internal resources, developed a focusstrategy which adapt to the actual situation of the company, so that the company could be in rapiddevelopment. Finally, the author also briefly introduces the clusterization strategy implementationand strategy control.This paper mainly uses the case analysis of qualitative research method, through expressingthe JKC Corporation’s real operating data, looking for the joint point of the theory of competitivestrategy and toy retail companies in the practice, hoping making a certain effect to the JKCcompany zand other similar small&medium-sized toy retailing enterprises, through the empiricalstudy on the competitive strategy.