A Study on Glocalized Product Strategy of LEGO Group
乐高集团全球本土化产品战略研究

High-quality bricks and services require careful promotion strategies. Strict brand management also drives uniform pricing mid localized places.
高质量的砖和服务需要精心的推广策略。严格的品牌管理也推动了本地化地区的统一定价。

Finally, by analyzing the successful experience of LEGO, it is concluded that domestic toy enterprises need to operate from a glocalized perspective and learn from the successful company if they want to gain competitive advantages in the international market. lii response to the problems of insufficient technology, OEM processing, inadequate quality, insufficient refinement of service process and weak brand characteristics, the author gives some feasible suggestions for the domestic toy industry. We should focus on improving product quality, building brand awareness, increasing the technological content of products, improving the product service process and integrating into the local market culture. The company needs to form a dual-track business model of globalization and localization, adjust product operation strategies appropriately at the right time and deal with the relationships between two different cultures.
最后，通过分析乐高的成功经验，得出国内玩具企业要想在国际市场上获得竞争优势，需要从全球本土化的角度进行运作，并向成功的公司学习。 针对技术不足、贴牌加工、质量不过关、服务流程不够精细、品牌特色不强等问题，作者为国内玩具行业提出了一些可行性建议。 要着力提高产品质量，树立品牌意识，增加产品科技含量，完善产品服务流程，融入当地市场文化。公司需要形成全球化和本土化的双轨经营模式，适时适当调整产品运营策略，处理好两种不同文化之间的关系。

6.2 Limitations and Prospects of the Study
6.2研究的局限性和前景

Since the author's analysis of LEGO's current glocalization product strategy mainly comes from collating public information and more undisclosed information yet to be explored, the snidy inevitably has many shortcomings. Firstly, the data in this article is not comprehensive enough due to the confidentiality of such information, and there are some emotional factors in the process. Secondly, the analysis of the glocalized product strategies of the company is a new field, especially for the toy industry. References in China and abroad are relatively limited, so the author's analysis is based on limited research theories. Because the author has not engaged in marketing-related work, knowledge structure and experience are somewhat limited. The article has certain shortcomings in many aspects.
由于笔者对乐高目前全球本土化产品策略的分析主要来自于对公开信息的整理，以及更多尚未公开的信息尚待挖掘，因此snidy不可避免地存在诸多不足。首先，由于此类信息的保密性，本文中的数据不够全面，并且在此过程中存在一些情感因素。其次，分析公司的全球本土化产品策略是一个新的领域，尤其是对于玩具行业。 由于国内外的参考文献相对有限，笔者的分析基于有限的研究理论。由于笔者没有从事过营销相关的工作，知识结构和经验都有些局限。文章在很多方面存在一定的不足。

The paper presents the inspiration of LEGO for China's toy industry from its
本文从乐高的发展历程出发，阐述了乐高对我国玩具业的启示

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glocalization product strategy and explains that “think globally, act locally” is important for companies to achieve internationalization. By choosing a scientific and reasonable approach, China's companies will occupy a larger share. However, it is not comprehensive enough certainly, and there are many successful experiences that domestic manufacturers should learn from. Therefore, it is necessary to further explore the reasons for LEGO's development in the future to obtain more meaningful research results. All the positive results will provide more targeted suggestions for domestic toy manufacturers.
全球化产品战略，并解释了“全球化思考，本地化行动”是公司实现国际化的重要因素。通过选择科学合理的方式，中国企业将占据更大的份额。但是，它肯定是不够全面的，有许多成功的经验，国内制造商应该学习。因此，未来有必要进一步探讨乐高发展的原因，以获得更有意义的研究成果。所有这些积极的结果将为国内玩具制造商提供更有针对性的建议。

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Acknowledgements
确认

COVID-19 pandemic occupied most of my school time. After graduation, we will work in a new enviroiunent without teachers' sincere teaching and the selfless help of classmates. I am very grateful to meet so many excellent teachers these several years, especially my tutor Su Liwen. Her enthusiasm for academics and research deeply impressed me. Her tireless guidance allowed me to finish this thesis, and her suggestions and comments greatly improved my thesis.
2019冠状病毒病大流行占据了我大部分的上学时间。毕业后，我们将在一个新的环境中工作，没有老师的真诚教导和同学的无私帮助。我非常感谢这几年来遇到了这么多优秀的老师，特别是我的导师苏立文。她对学术和研究的热情给我留下了深刻的印象。她孜孜不倦的指导使我完成了这篇论文，她的建议和评论大大提高了我的论文。

Secondly, I would like to thank my families, classmates, and friends who have accompanied me along this journey. My mom and dad are both farmers who have not studied much and have been frugal all their lives. I still remember lying on my dad's back on rainy days in kindergarten; I also remember the scene when my dad came to pick me up from school after class in junior high school; I still remember my mom's back when she had to get up at five o'clock in winter to make breakfast for me. I am in my twenties, and most of my time is spent in school. I am so grateful for those who have been with me since junior high school. The friendship does not get old eYen if we don't meet each other for several years.
其次，我要感谢我的家人、同学和朋友，他们陪伴我沿着走过这段旅程。我的爸爸妈妈都是农民，没怎么读书，一辈子都很节俭。我还记得幼儿园下雨天趴在爸爸背上的情景;我还记得初中放学后爸爸来接我放学的情景;我还记得冬天妈妈五点就得起床给我做早饭的背影。我二十多岁，大部分时间都在学校度过。我非常感谢从初中开始就和我在一起的人。几年不见，友谊也不会变老。

Finally, I would like to thank myself. Thank you for not giving up at that time, so I could meet a better version of myself
最后，我要感谢我自己。谢谢你当时没有放弃，让我遇见了更好的自己

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