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  本文選題：產(chǎn)品設(shè)計　切入點：本土化　出處：《廣東外語外貿(mào)大學》2015年碩士論文

【摘要】：面對當今競爭激烈的國際兒童玩具市場,要引領(lǐng)玩具時尚,提升企業(yè)玩具開發(fā)的活力,就必須重視本土化設(shè)計在玩具設(shè)計中的應(yīng)用。本土化設(shè)計的任務(wù)之一就是使兒童玩具適合相應(yīng)地域兒童欣賞習慣和使用習慣。玩具不僅僅是一種工業(yè)產(chǎn)品,更是一種與社會、經(jīng)濟、政治緊密聯(lián)系在一起的文化產(chǎn)品。因此,要想推動玩具產(chǎn)品設(shè)計的創(chuàng)新,必須營造有本土特色的玩具文化。本文以香港偉易達公司為例,在本土化和國際化的背景下提出問題,結(jié)合本土文化創(chuàng)新設(shè)計,為企業(yè)贏得競爭力。對產(chǎn)品設(shè)計與消費者行為,文化與產(chǎn)品設(shè)計進行文獻綜述,梳理出文化對消費者行為的影響,產(chǎn)品本土化與國際化,文化對產(chǎn)品設(shè)計的影響,并在文獻小結(jié)中提出自己的看法。本文在案例描述之前分析了影響整體中國兒童玩具市場消費者行為因素,在案例描述中介紹了電子教育玩具,偉易達公司,并詳述了偉易達在中國市場推廣問題。本文第四章案例分析通過實證研究來探討偉易達玩具本土化設(shè)計對消費者行為影響;通過專家訪談來探討外國品牌進入中國市場時,產(chǎn)品設(shè)計的本土化適應(yīng)問題,提出研究假設(shè),做出研究設(shè)計;通過焦點小組訪談,來修正和確認研究假設(shè);通過問卷調(diào)查來檢驗研究假設(shè),對被試兒童和家長分組分類,選擇偉易達廚房購物車作為改良產(chǎn)品,測試本土化設(shè)計對消費者行為影響;對調(diào)查數(shù)據(jù)進行收集與分析,得出研究結(jié)論。并提出解決中國市場推廣問題的建議:跟隨國內(nèi)文化潮流;打造玩具中國特色;品牌營銷物有所值;玩具價位適合國人。?
[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.
【學位授予單位】：廣東外語外貿(mào)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.8;F713.55

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