伟易达公司玩具本土化设计对消费者行为影响研究

发布时间：2018-03-28 11:19

本文选题：产品设计　切入点：本土化　出处：《广东外语外贸大学》2015年硕士论文

【摘要】：面对当今竞争激烈的国际儿童玩具市场,要引领玩具时尚,提升企业玩具开发的活力,就必须重视本土化设计在玩具设计中的应用。本土化设计的任务之一就是使儿童玩具适合相应地域儿童欣赏习惯和使用习惯。玩具不仅仅是一种工业产品,更是一种与社会、经济、政治紧密联系在一起的文化产品。因此,要想推动玩具产品设计的创新,必须营造有本土特色的玩具文化。本文以香港伟易达公司为例,在本土化和国际化的背景下提出问题,结合本土文化创新设计,为企业赢得竞争力。对产品设计与消费者行为,文化与产品设计进行文献综述,梳理出文化对消费者行为的影响,产品本土化与国际化,文化对产品设计的影响,并在文献小结中提出自己的看法。本文在案例描述之前分析了影响整体中国儿童玩具市场消费者行为因素,在案例描述中介绍了电子教育玩具,伟易达公司,并详述了伟易达在中国市场推广问题。本文第四章案例分析通过实证研究来探讨伟易达玩具本土化设计对消费者行为影响;通过专家访谈来探讨外国品牌进入中国市场时,产品设计的本土化适应问题,提出研究假设,做出研究设计;通过焦点小组访谈,来修正和确认研究假设;通过问卷调查来检验研究假设,对被试儿童和家长分组分类,选择伟易达厨房购物车作为改良产品,测试本土化设计对消费者行为影响;对调查数据进行收集与分析,得出研究结论。并提出解决中国市场推广问题的建议:跟随国内文化潮流;打造玩具中国特色;品牌营销物有所值;玩具价位适合国人。?
[Abstract]:In the face of today's fierce competition in the international children's toy market, we should lead the fashion of toys and promote the vitality of toy development in enterprises. It is necessary to attach importance to the application of localization design in toy design. Ren Wuzhi, who has localized design, is to make children's toys fit for children's appreciation habits and usage habits in corresponding regions. Toys are not only an industrial product, but also a kind of society. The economy and politics are closely related to cultural products. Therefore, in order to promote the innovation of toy product design, we must create a toy culture with local characteristics. Under the background of localization and internationalization, this paper puts forward the question, combines the local culture innovation design, gains the competition ability for the enterprise, carries on the literature review to the product design and the consumer behavior, the culture and the product design, Sort out the impact of culture on consumer behavior, product localization and internationalization, and the impact of culture on product design. Before the case description, this paper analyzes the factors that affect consumer behavior in the overall Chinese children's toy market. In the case description, it introduces the electronic educational toys. In the fourth chapter, the case study is made to discuss the impact of the localization design of VIDA toys on consumer behavior, and to explore the impact of foreign brands on the Chinese market through expert interviews. The localization adaptation of product design, put forward the research hypothesis, make the research design; revise and confirm the research hypothesis through focus group interview; test the research hypothesis by questionnaire, classify the children and parents into groups. Select the VYDA Kitchen Shopping cart as an improved product to test the impact of the localization design on consumer behavior, collect and analyze the survey data, Draw the conclusion of the study, and put forward some suggestions to solve the problem of Chinese market promotion: follow the domestic cultural trend; create toys with Chinese characteristics; brand marketing value for money; toy price suitable for Chinese.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.8;F713.55

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