基于五岁儿童心理和成长需求的玩具开发设计和营销策略分析

本文旨在通过研究五岁儿童的心理特征及需求，规划设计合适五岁儿童的玩具，并制定玩具营销策略框架。儿童2-5岁被称为第一敏感期，2-5岁的儿童具有较强的动作模仿能力和丰富的想象力，容易形成各种习惯，并且他们的趋同心理较明显。而目前2005年中国玩具总产值6588781.1万元，比2004年增长19%，玩具产业发展繁荣。合适五岁儿童的玩具设计及有针对性的营销策略有利于创造一个获得大众认可的品牌。
关键词：儿童特征；需求特征；消费特征；现状研究；策略分析。
Abstract
This article aims to study the psychological characteristics of children under five years old and needs, planning and designing appropriate toys of the children under five years old, and toys developed marketing strategy framework.Children 2-5 years of age is called the first sensitive periods, 2-5 child has a strong ability to imitate and rich imagination, prone to various habits, psychology more visible and their convergence.Currently toy 2005 China 65,887,811,000 yuan of output value, than per cent from 2004, toy industry development and prosperity.Toy design for children aged five and targeted marketing strategies to create a popular brand.

Key words: children's mental and growth; development marketing strategy analysis; Research status; Consumption characteristics。

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