扬州毛绒玩具业自主产品开发研究

发布时间：2018-02-06 03:43

本文关键词： 扬州毛绒玩具自主产品衍生 OEM 媒体营销　出处：《南京艺术学院》2015年硕士论文　论文类型：学位论文

【摘要】：距扬州被首次授予“中国毛绒玩具礼品之都”的称号已有8年。在此期间毛绒玩具业已成为扬州的另一特色产业,但是其一直以OEM为主,产品附加值低,现如今玩具制造业更是面临着严峻的考验。开发自主产品,对扬州毛绒玩具业的发展已十分重要。本文将通过田野调查了解扬州毛绒玩具业的发展现状,研究与毛绒玩具开发相关的理论内容,总结概括扬州毛绒玩具自主产品开发的相关依据和自主产品开发的优、劣势。在对成功产品进行剖析的基础上借鉴仿生学、设计心理学、色彩心理学等相关理论提出自主产品设计开发的思路,最后参考营销学有关内容为产品推广提出合理化建议。力争为开发具有扬州特色的毛绒玩具自主产品做贡献,为扬州毛绒玩具自我品牌塑造、玩具产业转型起到积极作用。
[Abstract]:It has been eight years since Yangzhou was first awarded the title of "China's plush Toys and gifts Capital." during this period, plush toys have become another characteristic industry in Yangzhou, but they have been dominated by OEM, with low added value. Nowadays the toy manufacturing industry is facing a severe test. The development of independent products is very important to the development of Yangzhou plush toy industry. This paper will understand the current situation of Yangzhou plush toy industry through field investigation. This paper studies the theoretical contents related to the development of plush toys, summarizes the relevant basis for the development of independent products of plush toys in Yangzhou, and summarizes the advantages of the development of independent products. Disadvantages. Based on the analysis of successful products, the author puts forward the ideas of independent product design and development based on the relevant theories of bionics, design psychology, color psychology and so on. Finally, referring to the relevant contents of marketing to put forward reasonable suggestions for product promotion, and strive to contribute to the development of independent products of plush toys with Yangzhou characteristics, and to shape the brand of Yangzhou plush toys. Toy industry transformation plays a positive role.
【学位授予单位】：南京艺术学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TS958.0;F426.8

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