Analysis of Lego Storytelling Marketing Strategy and Bilateral Relationship Business Model

DOI

10.2991/978-94-6463-098-5_226How to use a DOI?

Keywords

LEGO; story making and telling; bilateral relations; Co‐creation; China

Abstract

LEGO, as a world-famous toy brand, has a history of 90 years. This paper will analyze the marketing strategy of "story making and telling" of LEGO from the perspective of art economics and the related theories of culture and art marketing management, and discuss the business model of the "bilateral relationship" of LEGO with the help of "bilateral relationship" market model of a marketing company and customer relationship. "In addition, the development of LEGO in the Chinese market will be further discussed, the current problems of LEGO in the Chinese market will be discussed and corresponding suggestions will be given.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Xiaoqi Zhou
PY  - 2022
DA  - 2022/12/27
TI  - Analysis of Lego Storytelling Marketing Strategy and Bilateral Relationship Business Model
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 2006
EP  - 2018
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_226
DO  - 10.2991/978-94-6463-098-5_226
ID  - Zhou2022
ER  -