基于用户体验的儿童玩具品牌开发研究

发布时间：2018-01-10 18:07

本文关键词：基于用户体验的儿童玩具品牌开发研究　出处：《南京师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：儿童玩具产业作为我国重要的行业在发展的历程中面临着严峻的挑战,儿童玩具产品想要在市场竞争中取得良好的地位需要注重对用户体验的研究,而我国目前许多企业品牌意识不强,品牌开发程度不高,限制了玩具产业的发展。我国虽然是一个玩具消费大国和玩具生产加工大国,但是我国玩具市场的发展情形不容乐观。儿童是一个国家或民族的希望,重视儿童相关产业就是重视国家的未来,作为与儿童生活与成长息息相关的玩具产业自然也不例外。我国玩具市场需求广泛,但玩具品牌开发总体上尚处于滞后阶段,我国的玩具公司主要是以生产加工为主,很少自主设计玩具产品,即使生产出一个玩具产品之后,往往也只有单一的产品线,忽略多元化的开发。从人才技术方面来看,我国专门针对玩具设计专业的的学校不多,人才缺乏,在设计与生产之间难以做到很好的衔接。对于我国玩具品牌来说,我国的玩具自主品牌数量较少,国际竞争力不大是我国目前玩具行业的最主要问题。品牌的开发离不开优秀的产品设计和智慧的产品营销,其中用户体验对此提供了重要的指导意义,用户体验即用户处于某种环境或对某产品和服务产生的认知,这些认知来源于各个方面,且会影响的用户行为,所以在玩具品牌开发中我们需要加大对用户体验的重视程度。用户体验的内容主要包括感官体验、情感体验、功能体验和品牌体验,在实践中,许多知名玩具企业已经充分认识和利用用户体验的规律来强化品牌开发,但我国的玩具企业对此还处于摸索阶段,本文希望通过对用户需求的分析,用户体验内容的研究,为玩具品牌的开发提供参考依据。
[Abstract]:Children's toy industry as an important industry in China is facing severe challenges in the development process, children's toy products in order to achieve a good position in the market competition needs to pay attention to the study of user experience. At present, many enterprises in China are not strong in brand awareness and brand development, which limits the development of toy industry. Although China is a big country of toy consumption and toy production and processing. However, the development of the toy market in China is not optimistic. Children are the hope of a country or a nation. To attach importance to the industry related to children is to attach importance to the future of the country. Toy industry, which is closely related to children's life and growth, is no exception. The toy market demand is extensive in China, but the development of toy brand is still lagging behind. Toy companies in our country mainly focus on the production and processing of toys, and rarely design their own toy products. Even after a toy product is produced, there is often only a single product line. Ignore the development of diversification. From the aspect of talent and technology, there are few schools for toy design specialty in our country, and lack of talents. It is difficult to achieve a good connection between design and production. For Chinese toy brands, the number of independent toy brands in China is relatively small. International competitiveness is not the most important problem in China's toy industry at present. Brand development can not do without excellent product design and intelligent product marketing, among which the user experience provides an important guiding significance. User experience is the cognition that the user is in a certain environment or to a certain product and service, which comes from various aspects and will affect the user behavior. So in the toy brand development we need to pay more attention to the user experience. The content of user experience mainly includes sensory experience emotional experience functional experience and brand experience in practice. Many well-known toy enterprises have fully understood and used the law of user experience to strengthen brand development, but the toy enterprises in China are still in the groping stage. This paper hopes to analyze the needs of users. The research of user experience content provides reference for the development of toy brand.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J529

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