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Now china is the largest toy producer and exporter in the world, with more than 6,500 toy companies, toy production accounted for more than 70% of global output, the average annual value of up to 600 billion yuan, of which 85% of exports. It shows that china has become the world’s toy manufacturing center, and china’s toy exports is the major toy industry trade situation. However, in recent years, china’s toy export industry suffered the EU, the U. S. and Japan and other major importing countries of blocking a serious technical barriers to trade, the country of nearly 90% of the toy export enterprises encountered technical barriers to trade issues,4/5 of the export toy products have varying degrees by the year by the impact of technical barriers to trade as high as billions of dollars of export commodities. EU, U.S., Japan and other developed countries, the Technical Barriers to Trade on China’s toy export enterprises the proportion of the total losses caused by 95%.Suffering the serious barriers, China’s toy companies exposed many problems:quality is too low, and less added value; brand less serious intellectual property issues; excessive dependence on exports, and export concentration; design concept backward; recruitment difficulties and so on. These shortcomings have been a serious obstacle to the future of China’s toy export industry development, internal and external problems if not found in the next issue, rectify the existing situation, China’s toy export industry will be unsustainable.The first chapter describes the post of general background, purpose and significance and the major research methods; the second chapter, the concept of technical barriers to trade, manifestations, and development trend of the literature review, summarized the wisdom of their predecessors, the follow-up of accumulation of theoretical support; the third chapter summarizes China’s toy export industry and the current status of the problems; fourth chapter in China’s toy industry, issues of SWOT analysis,China’s toy export industry development of the future development of a variety of strategies; fifth chapter of TBT on China toy export industry analyzed the mechanism; sixth chapter on China toy export industry in the future development of the feasibility of proposals and measures. Enriched not only in theory, the theory of China’s toy export industry system, but also a large number of export enterprises of China’s future development can refer to the documentation provided.
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