| For 60 years, China’s toy industry is growing stronger, today more than 70% of the global toys are made in China. China has developed into the world’s largest toy manufacturer and exporter, which share of approximately 75% market of global production of plush toys, has a "World plush toys in China" reputation. However, after 2008, by the European debt crisis continuing to simmer, and the impact of the U.S. economic recovery is far from satisfactory, the United States and Europe and other developed countries are generally shrinking consumer demand, toys as the most typical non-necessities, demand is shrinking dramatically. In China, more than 60 percent of toys exported to Europe, the contraction in demand led directly to sluggish export growth. Especially in Vietnam, India and other Southeast Asian and South Asian countries with cheaper labor advantage to competing more and more international market share, so that our production and export of plush toys face great challenges. In this background, to research Jiangsu plush toys export competitiveness situation, status, the main factors and corresponding countermeasures, has a very important practical significance to Jiangsu industrial and economic development, employment and local labor export.This paper refers to research results of related fields, based on the theory of export competitiveness; we establish a quantitative and qualitative analysis framework. Based on export competitiveness index, Quantitative analysis construct the comprehensive competitiveness model of Jiangsu plush toys based on entropy method and Grey relevance analysis. Then cluster analysis presents a simple authentication for the model of comprehensive competitiveness. Qualitative analysis include demand, association and auxiliary industry, business strategy, opportunities and the role of government. By qualitative analysis, we can see Jiangsu plush toys have adequate factor conditions and opportunities, but there are also some problems. Finally paper presents the countermeasures and suggestions of Jiangsu plush toys. |
