發(fā)布時(shí)間：2018-01-10 18:07

  本文關(guān)鍵詞：基于用戶體驗(yàn)的兒童玩具品牌開發(fā)研究　出處：《南京師范大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 兒童玩具 用戶體驗(yàn) 品牌開發(fā)

【摘要】：兒童玩具產(chǎn)業(yè)作為我國重要的行業(yè)在發(fā)展的歷程中面臨著嚴(yán)峻的挑戰(zhàn),兒童玩具產(chǎn)品想要在市場(chǎng)競(jìng)爭(zhēng)中取得良好的地位需要注重對(duì)用戶體驗(yàn)的研究,而我國目前許多企業(yè)品牌意識(shí)不強(qiáng),品牌開發(fā)程度不高,限制了玩具產(chǎn)業(yè)的發(fā)展。我國雖然是一個(gè)玩具消費(fèi)大國和玩具生產(chǎn)加工大國,但是我國玩具市場(chǎng)的發(fā)展情形不容樂觀。兒童是一個(gè)國家或民族的希望,重視兒童相關(guān)產(chǎn)業(yè)就是重視國家的未來,作為與兒童生活與成長(zhǎng)息息相關(guān)的玩具產(chǎn)業(yè)自然也不例外。我國玩具市場(chǎng)需求廣泛,但玩具品牌開發(fā)總體上尚處于滯后階段,我國的玩具公司主要是以生產(chǎn)加工為主,很少自主設(shè)計(jì)玩具產(chǎn)品,即使生產(chǎn)出一個(gè)玩具產(chǎn)品之后,往往也只有單一的產(chǎn)品線,忽略多元化的開發(fā)。從人才技術(shù)方面來看,我國專門針對(duì)玩具設(shè)計(jì)專業(yè)的的學(xué)校不多,人才缺乏,在設(shè)計(jì)與生產(chǎn)之間難以做到很好的銜接。對(duì)于我國玩具品牌來說,我國的玩具自主品牌數(shù)量較少,國際競(jìng)爭(zhēng)力不大是我國目前玩具行業(yè)的最主要問題。品牌的開發(fā)離不開優(yōu)秀的產(chǎn)品設(shè)計(jì)和智慧的產(chǎn)品營銷,其中用戶體驗(yàn)對(duì)此提供了重要的指導(dǎo)意義,用戶體驗(yàn)即用戶處于某種環(huán)境或?qū)δ钞a(chǎn)品和服務(wù)產(chǎn)生的認(rèn)知,這些認(rèn)知來源于各個(gè)方面,且會(huì)影響的用戶行為,所以在玩具品牌開發(fā)中我們需要加大對(duì)用戶體驗(yàn)的重視程度。用戶體驗(yàn)的內(nèi)容主要包括感官體驗(yàn)、情感體驗(yàn)、功能體驗(yàn)和品牌體驗(yàn),在實(shí)踐中,許多知名玩具企業(yè)已經(jīng)充分認(rèn)識(shí)和利用用戶體驗(yàn)的規(guī)律來強(qiáng)化品牌開發(fā),但我國的玩具企業(yè)對(duì)此還處于摸索階段,本文希望通過對(duì)用戶需求的分析,用戶體驗(yàn)內(nèi)容的研究,為玩具品牌的開發(fā)提供參考依據(jù)。
[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.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：J529

【參考文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 王小楊;我國玩具品牌創(chuàng)新發(fā)展的策略研究[D];南京師范大學(xué);2007年

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本文編號(hào)：1406263