【商周讀書會】信仰、商戰、童心、親情交織的玩具冒險故事！《玩得好！樂高商業冒險之旅》教你用小玩具激發全世界想像力

from 商周Bar · host 商業周刊出版部

樂高（Lego）一詞是來自丹麥語「leg godt」，意思是「玩得好」，它陪伴了無數人長大，但你知道樂高背後的故事嗎？它由瑞典木匠奧爾．科爾克．克里斯提安森於1916 年所創立，此後開啟克里斯提安森家族四代人的百年積木帝國。樂高積木原本真的是木頭做的？它又是如何征服全世界，成為大人小孩心中最愛的玩具品牌？而在電玩遊戲崛起後，所有產業都逃不掉數位轉型衝擊，樂高家族如何化解這場危機，甚至搭上IP潮流商機？本集 #商周讀書會邀請商業周刊副總主筆單小懿，為大家進行導讀《玩得好！樂高商業冒險之旅》，一窺樂高家族四代人的經營門道與商戰心法。本期聆聽重點》 ⮚ 經濟大蕭條時代，為什麼木匠要改行做玩具？ ⮚ 爸爸天馬行空，兒子卻保守…親子衝突戲碼上演 ⮚ 穩坐龍頭的致勝關鍵：系統化、注重專利權 ⮚ 最強跨國策略：聯手麥當勞，打開全球知名度！ ⮚ 抄襲者欺人太甚，竟反告樂高侵權？ ⮚ 電玩遊戲崛起，誰還想玩玩具？「樂高機器人」誕生 ⮚ 一場積木嘉年華，遇到樂高「老鐵粉」找回初心 ⮚ 數位轉型強強聯手：星際大戰、哈利波特…IP聯名 ⮚ 百年玩具王國的韌性：擁有開放的心，處處都有商機 ★主持人：商業周刊出版部總監張勝宗 ★與談來賓：商業周刊副總主筆單小懿 🌟好書這裡買！ →《玩得好！樂高商業冒險之旅》bwnet.pse.is/4ejlmt 📌 更多好書資訊請追蹤商周讀書會粉絲團 bwnet.pse.is/49cwvb 🎧 用各種Podcast平台聽《商周Bar》 linktr.ee/BWnet -- Hosting provided by SoundOn

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【商周讀書會】信仰、商戰、童心、親情交織的玩具冒險故事！《玩得好！樂高商業冒險之旅》教你用小玩具激發全世界想像力

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