The Development Status, Problems And Countermeasures Of Yunnan National Image Doll "national Doll"

"Ethical dolls" is a kind of doll products that use the Yunnan'minority figure as the basic prototype.After 20 years of development,they have occupy a significant position in the Yunnan's National cultural products.It has been rated as the most representative of the "top ten cultural symbols in Yunnan" and the "top ten characteristics cultural products in Yunnan"."Ethical dolls" is not only favored by a large number of consumers in China,but also popular in Europe and South America,and even as a gift for foreign guests.For several years,the manufacturing enterprise has been selected into The key enterprise of national cultural exports","Ethical dolls"are also an outstanding representative for the "going global" in the Yunnan cultural products.The"Ethical dolls" have economic values as well as practical values;seen from the development conditions,"ethnic dolls" possess developmental advantages such as cultural resources,social resources as well as policy supports;however,due to some problems including low levels of product design,blurred positioning of product market,singularity of the product marketing,the absence of brand images and brand effects,as well as the modes of industrial developments is not imperfection,after experienced the birth,development,Transformation and glory,the "Ethical dolls" has entered the plight of development.To solve the problems,it is necessary to make the best of in four espects,including product design,market expansion,derivatives development and brand building.Regarding product design,it is necessary to improve the product design level by use the cultural resources.Regarding market expansion,it is necessary to do a good job of market positioning,market options and market segmentation,grasp the marketing opportunities of the new products,expand sales channels and upgrade the sales proficiency.In addition,it is also necessary to actively explore the future development modes and development paths for "ethnic dolls",paying attention to the development of the derivatives,including the theme cartoon of the "ethnic dolls",theme parks of the "ethnic dolls",as well as the development of the periphery consumables of "ethnic dolls".In terms of brand building,it is necessary to follow by the life cycles of brand development,according to the different stages of brand development,formulateing the specific brand development strategies.