療傷系玩具被認為具有撫慰人心和紓壓效果,也被視為是少子化環境下的新興玩具市場。本研究利用消費利益區隔,再針對各顧客集群應用精化Kano模式探討其對療傷系玩具的需求差異性。結果顯示:(1)對高度消費利益族群而言「改善工作表現」、「增加聊天話題,並改善人際關係」為高魅力要素,「轉換心情」、「款式符合需求」、「回憶過去的生活經歷」、「展現自我」、「提供生活或工作的動力來源」、「增加樂趣」、「產生獨特的觸感」、「展現自我」、「值得珍藏擁有」為高附加價值,「具有轉售價值」、「受到肯定」、「補償兒時無法擁有玩具的遺憾」、「實現想像」、「產生提醒作用」為潛力要素;(2)對中度消費利益族群而言,「具有轉售價值」、「回憶過去生活經歷」、「改善工作表現」、「提供生活或工作的動力來源」、「受到肯定」、「能補償兒時無法擁有玩具的遺憾」、「方便攜帶」、「增加聊天話題,並改善人際關係」、「產生獨特觸感」、「實現想像」、「產生提醒作用」、「展現自我」為潛力要素;(3)對低度消費利益族群而言,「具有轉售價值」、「回憶過去生活經歷」、「改善工作表現」、「受到肯定」、「能補償兒時無法擁有玩具的遺憾」、「增加聊天話題,並改善人際關係」、「實現想像」、「產生提醒作用」、「展現自我」為潛力要素;(4)透過改善係數分析與重要度-滿意度模式提出行銷策略建議。
Healing toys are considered with soothing and pressure relieving effects, also seen as the new toy market under a low birth rate. This study based on consumer interest segments, and then refined for each customer application of a refined kano’s model cluster study its effect on the demand for healing toys difference. The results are: a.For high degree of consumer interest groups in terms of improving performance, increasing the chat topics, and improving interpersonal relations are the high attractive factors. Mood-change, models meeting the demand, memories of life experience in the past, showing yourself, providing living or working in the power source, increasing the fun, creating a unique touch, showing yourself, and worthy of collection are high value-added. Resaling value, being positive, the compensation of childhood regret without toys, achieving imagination, and generate a reminder are the potential elements. b.For benefits of moderate are consumption groups, resaling value, recalling the life experience in the past, improving performance, providing the driving force of life or work, being positive, compensating a child’s regret without toys, easy-carrying, increasing the chating topics and improve interpersonal relationships, creating a unique touch, achieving imagination, generating reminder, and showing oneself potential elements. c.In terms of low consumer interest groups, resaling value, recalling the life experience in the past, improving performance, being sure, compensating a child’s regret without toys, increasing the chating topics, and improving interpersonal relationships, achieving imagine, generating reminder, and showing oneself are the potential elements. d.By improving index analysis and the important factors - satisfaction model, it proposed marketing strategy recommendations.