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Title:	AI情緒認知玩具行銷策略之研究 Research On Marketing Strategies Of AI-powered educational companion
Authors:	李玲莉 Li, Lee Ling
Contributors:	詹文男宋皇志李玲莉 Lee Ling Li
Keywords:	AI 玩具行銷策略競爭分析企業核心資源 SWOT分析 AI TOYS Emotion Management Marketing Strategy Competitive Analysis Corporate Core
Date:	2025
Issue Date:	2025-03-03 13:38:08 (UTC+8)
Abstract:	面對總體環境的變化與玩具市場的快速發展，AI技術在玩具產業中的應用逐漸成為市場關注的焦點。本研究探討個案企業在此背景下，如何運用核心資源及行銷策略因應市場競爭與消費者需求。本研究的研究問題如下： (一) 個案企業所面臨的總體環境、玩具市場發展及競爭狀況為何？ (二) 消費者對於AI情緒認知學習玩具的期待為何，包括功能、特性及價格？ (三) 面對總體環境變化、玩具市場發展與競爭，以及消費者需求與期待，個案企業如何根據核心資源及SWOT，研擬AI情緒認知學習玩具產品的行銷策略。本研究以AI情緒認知學習玩具的目標市場參與者為主要研究對象，包括A個案公司、消費者（尤其是兒童家長）及教育專業人士，從多角度分析AI技術應用於情緒認知學習玩具的需求、市場接受度及潛在挑戰。研究架構涵蓋總體環境分析、玩具市場現況及競爭分析、消費者需求調查及SWOT分析，並最終提出行銷策略。研究結果顯示，A個案公司轉型至B2C模式並加強品牌建構，是其在市場競爭中脫穎而出的關鍵。隨著AI情緒認知學習玩具市場需求提升，A個案公司擁有技術、資源及產業基礎的優勢，並可憑藉豐富的生產經驗取得市場領先地位。本研究認為，隨著AI技術在兒童教育領域的應用深化，A個案公司在情緒教育玩具市場中具有長期發展潛力。研究結果亦為後續策略規劃提供了具體參考，並驗證其市場成長的可行性與潛力。 ABSTRACT The rapid evolution of the toy industry and changes in the macro environment have brought increasing attention to the application of AI technologies in the sector. This study investigates how a case company utilizes its core resources and marketing strategies to address market competition and consumer demands in this dynamic context. The research addresses the following key questions: (1) What are the macro environmental factors, toy market developments, and competitive challenges faced by the case company? (2) What are consumers' expectations for AI emotional management toys, including functionality, features, and pricing? (3) How can the case company, based on its core resources and SWOT analysis, develop marketing strategies for AI emotional management toys in response to the evolving environment, market developments, and consumer expectations? The study focuses on participants in the target market for AI emotional management toys, including the case company (Company A), consumers (particularly parents), and education professionals. By analyzing the demand for AI applications in emotional management toys, market acceptance, and potential challenges from multiple perspectives, the research framework incorporates macro environment analysis, current toy market trends, competitive analysis, consumer demand surveys, and SWOT analysis, culminating in actionable marketing strategies. The findings highlight that transitioning to a B2C model and strengthening brand development are critical for Company A to achieve competitive differentiation. With the rising demand for AI emotional management toys, Company A is well-positioned to leverage its technological expertise, resources, and industry foundation, alongside its extensive production experience, to secure a leading market position. The study concludes that as AI applications in children's education deepen, Company A holds substantial long-term growth potential in the emotional education toy market. These findings offer concrete references for future strategic planning and validate the feasibility and potential of market growth.
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Description:	碩士國立政治大學經營管理碩士學程(EMBA) 112932416
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0112932416
Data Type:	thesis
Appears in Collections:	[Executive Master of Business Administration] Theses

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